A series of articles on choosing a worthy furniture manufacturer. The selection includes three informative articles prepared by the chief technologist furniture production Timur Denisov.

Part 1: What to look out for

Careful study and analysis of the furniture manufacturer will allow you to avoid mistakes when ordering furniture.

The main signs of decent furniture makers

• High quality goods regardless of cost. A responsible approach to production does not allow furniture company to produce furniture with a democratic cost “slip of the sleeves”. A worthy manufacturer has furniture in any price category of the same quality and durability.

• Punctuality. The exact terms of production must be specified in the contract, and some penalties for their violation are also desirable. Only a manufacturer with a similar line in the contract can be entrusted with an urgent order for furniture.

• The ability to admit your mistakes. The one who does not work is not mistaken. Don't be scared if furniture manufacturer made a small mistake making a headset for you. The main thing is that the error be recognized and eliminated as soon as possible.

• Availability of all necessary certificates for the materials from which the furniture is made.

Analysis of finished products of a furniture company

Before giving preference to one or another furniture company, carefully inspect the furniture presented in the manufacturer's showroom.

After all, it is there that the best samples are located according to the manufacturer. And, if there is furniture of dubious quality in the exhibition hall, no manager's assurances should relax your vigilance - it is unlikely that a custom-made set for you will compare favorably.

What to look for to determine the quality of furniture

1 Neat appearance:

• furniture facades are correctly adjusted - they are not skewed, the gaps between the doors are equal to each other, nothing prevents the facade from opening / closing;

• no scratches, swollen ends, deformed surfaces;

• no traces of glue, markings are erased;

• all ends are glued with an edge;

• if there are glass parts, then naturally, glass surface must be well polished, free from scratches and notches; all edges must be sanded;

• the color of the case is the same everywhere - the sides of the cabinet, shelves, auxiliary plinths, all visible and invisible parts must be made from one sheet of laminated chipboard (the only exception is the design intent);

• the presence of chips and extra holes made "accidentally" is unacceptable;

• in the presence of frame facades, it is obligatory to cut the corners of the frame strictly under 45⁰ - that is, the corners of the frame must converge clearly, without cracks and bulges;

• the furniture is installed "by level".

2 Structural compliance and competent development of each furniture element

Careful appearance and pleasant color palette- the tip of the iceberg that determines the quality and durability of furniture.

Next, you need to evaluate the presented products for ease of use: optimal distance between shelves, presence drawers how functionally the jumpers and dividers are located, whether the bar for hangers is high, and so on.

In general, approach the selected sample and imagine that you use it at home. Conveniently? Functionally? Ergonomically?

If the answer is “yes”, it means that a professional designer works in this furniture company and you can definitely entrust him with your order.

3 Wide choice of materials and design flexibility

This aspect is very important if you are not satisfied with typical furniture made according to the manufacturer's standard.> Select a category

You need to write text for home page. The site is dedicated to the production of furniture.
The main keyword of the text is "custom furniture"
Positioning of the company itself - production and sale of any modern "custom-made furniture" in Kyiv (Ukraine): wardrobes, kitchens, living rooms, dressing rooms, interior partitions are the main directions. What you need to include in the text additionally, words and phrases:
1) Italian furniture (that is, you can take any catalog Italian furniture and make this furniture, you can also include " german furniture"Spanish", "English" i.e. the loudest furniture-producing countries;
2) Elite furniture (Exclusive) - that is, the company positions itself above the average level and is ready to take on the production of exclusive furniture, but in principle it fulfills any orders, including the production of inexpensive furniture.

Not much else to say!!! about technical side, that is, what is it made of and what brands does it use:
Here is the list:
1) Sliding systems of firms: Braun, Raumplus, KOMANDOR, Hettich.
2) Facades: MDF (painted, veneered with PVC film coating), chipboard (veneered, laminated), solid wood (cherry, oak, ash, alder), mirrors, rattan, painted glass;
3) Fittings and fasteners: Hettich, blum, hafele, braun
4) Enclosures: chipboard laminated (chipboard "EGGER", Kronospan, chipboard veneered, mdf painted
5) Table-tops: chipboard laminated (chipboard "EGGER"), artificial stone, granite, marble

Of course, writing a text using such psychological elements as "positive images" "pictures" when buying furniture. As an example of what I mean (ripped from a similar site):

"We invite you to wonderful world furniture and its countries will open their borders for you.
Hot Spain, where the ideas of designers are sharp, like the swords of bullfighters and the tongues of seigneurs. Unpredictable Italy, giving birth to bizarre forms, like curves of waves and curls of sea shells. old good England whose furniture is as solid and respectable as its traditions. Practical and punctual Germany, where furniture factories keep their bicentennial traditions.
Traveling through the halls of our salons, you will certainly meet with your dreams and fantasies.
This is just an example of such elements! And we are not a furniture store!

There is only one requirement for writing a text: "for those who understood at all what I wrote here." Those who have no experience in writing similar texts will be immediately visible.
The number of characters is unlimited (as for the main page, to accommodate all this, not less than (or from) 2500 characters, without excess water(only a little when it comes to images and how happy customers will be when ordering furniture from us :)
Your Portfolio.
Budget - 8 wmz

Greetings, Dear friends! Alexander Berezhnov is with you - one of the authors of the HiterBober.ru business magazine.

Today I will talk about some interesting tricks of writing advertising text. I’ll make a reservation right away that practice is necessary for professional possession of an advertising style.

As in any business, in this art you need to make your own mistakes in order to arrive at the best result.

The following tips and tricks will be especially relevant for aspiring entrepreneurs who do not have the means to pay for the services of professional copywriters. * and plan to independently develop promotional materials.

copywriter- Specialist in the field of writing commercial texts. Unlike an ordinary writer, a copywriter is engaged in the creation of texts, the purpose of which is to encourage the reader (potential client) to buy a product or service, as well as to perform another action planned in advance by the author.

For example, make a call to a company or follow a link (in the case of a copywriter creating content for websites).

While consulting existing entrepreneurs in the field of marketing and advertising, I saw that many of them make the same mistakes when compiling advertising. As a result, its efficiency decreases, and as a result, the company's sales volume.

I will be very happy if my knowledge will help you in writing high-quality texts (ads, slogans) that will increase sales of your business.

1. What distinguishes good advertising text from bad

And really, what's the difference? Many people don't understand this.

Let's get straight to the point. Let's start with the bad.

Firm " feed me» offers pasta, cereals, eggs, dairy products, there are discounts!

We have a good product, high-quality raw materials, convenient delivery of products to your home, so it is a pleasure to shop in our store. Inquiries by phone: 333-222-222.

Approximately so, not really bothering, most entrepreneurs write advertising texts. And their main mistake here is standardity. After all, such ads are not remembered and are lost in the total mass of advertising diversity. Moreover, this not particularly prominent advertising text is a statement of facts about the company and does not show the clear benefits of the client when making a purchase in it.

Compare this same ad, just with a different feed:

Hungry? Do you want to eat tasty, healthy and inexpensive?

« feed me» family natural products. Down with chemistry, long live natural food!

We deliver the best to your table.

Buy a lot - get a discount!

Call your relatives to the table and call us soon: 333-222-222.

Yes, I agree, it sounds like a fair, but it really works!

This is how merchants and merchants have long been inviting people to buy their goods. Can you imagine if they just stood there and said: “Merchant Ivanov, I sell milk, meat, cereals”, that is, they simply voiced the fact of their presence, as many modern entrepreneurs do.

This is just an abstract example. I think the point is clear.

Don't be like everyone else, stand out.

2. Why it is important to formulate the purpose of the advertising text

Remember the famous expression: "For a ship that does not know its direction, not a single wind will be fair." In advertising, this principle works exactly the same.

Surely, in this case, you want to encourage a potential client to take action. And it is right! What is the nature of such a call?

Here are some options:

1. Call to the company. « Call now and find out more!»
2. Making an order. « Place an order today and get a 10% discount!»
3. A call to come to the store. « Come to our store and buy a Nike cap for only 500 rubles!»

3. How to write a catchy headline for an article: the molehill trick

We often hear: I bought this newspaper because the headline "hooked". Or: " I went there because the advertisement said: “Every second customer gets a toy as a gift!”". Surely you will remember many such examples.

Often we see very intriguing headlines and no one will stop us from reading the entire ad (article).

I advise you to write a few ideas on paper, and then choose the most successful one by combining them.

The most common example is a promise to provide big discounts.

Surely you have seen similar price "lure": DISCOUNTS UP TO... 50%, 70%, 90%.

Usually we see such inscriptions on stores and trade pavilions. When we go inside the outlet and want to get the goods for a pittance, expecting to buy a suit for 3,000 rubles, which costs 20,000, a friendly seller tells us that the discount applies only to accessories and purchases over 10,000 rubles.

You see, they didn’t seem to deceive you, but they “forced” you to go to the store, and there a professional consultant will process you, selling you what he needs.

Or another popular speculation on the value of goods: PRICES FROM: ...

When you approach a company or store to purchase a product or service at this low "FROM" price, it turns out that you need to either take a wholesale batch or buy last year's or defective goods.

Continuing the conversation about the rules for compiling the title.

The title of your ad should be short and concise, reflecting the main essence of your offer.

One of the most effective techniques in writing a headline is to submit it as a question with an obvious answer, or we want to receive this very answer to such a question.

Please note that in each of the above examples, I use numbers, they attract attention and allow you to give some kind of quantitative assessment of the proposal advertised in the title.

4. An example of using PR technologies when writing an advertising text

Now, in a nutshell, we will touch on the technology of PR. In short, the main goal of PR is to form a certain opinion about an event, product or person.

Suppose you are an entrepreneur and sell furniture. You have a small store and you decide to find additional customers on the Internet.

When creating presentation material, I draw your attention to the fact that it is necessary to present your business from the most favorable side. Here's how it's done.

If you have been working for 2 years, then write in the text: “Company such and such has been on the market for several years!”. If, in addition to sales, you manufacture built-in furniture to order, present this fact as a wide range of services provided by your furniture company.

If you buy imported furniture components, then write in the advertisement: "Components from the best foreign manufacturers".

Word "import" or "foreign" is still associated by our people with a better product. That is, you do not deceive the buyer, but simply position your business from the most advantageous side.

Here the principle of "meet by clothes" works especially well.

Remember that beautiful "packaging" often allows you to sell a product several times more expensive.

5. What are copywriters silent about when writing intriguing headlines?

Continuing the theme of catchy headlines.

Example: " An actor almost died in a car accident" or " Moscow pensioner found the corpse of an alien on own dacha ". Quite intriguing, don't you agree?

Now let's see what they actually write in such articles:

1. About the car accident.Usually, this is followed by a description of the situation when this very actor starred in the next film, where there was a car chase outside the city. And in the process of shooting the chase itself, cows grazing not far from this place came onto the road, and the actor had to slow down sharply, which led to the exit into the ditch. And the article itself is actually just a veiled advertisement for the same movie with a chase scene.
2. About "Grandma and the Alien".Reading the article, we find there interesting fact! It turns out that the pensioner, having found the "corpse of an alien", simply did not know that it was an ordinary dead mole, the carcass of which was severely disfigured by time. And she found him when she was digging up potatoes. Calling journalists to the scene of the “incident”, the granny almost convinced them that she was right, as she used to work as a professional screenwriter.

Here I will give one of my favorite examples that clearly show how to create interesting headlines for advertising texts using simple PR technologies.

So, the example itself:

Even if you gathered two single moms at home and gave them a chocolate bar, you can safely say: “ Conducted a city social action for single mothers with the presentation of gifts! ».

In this case, the title might be: The loneliness of mothers was brightened up with gifts and sincere communication”- this is about an article in which you can advertise the same chocolates.

An example of such a template can already be used as a ready-made advertisement. If you dream up, you can add more shocking and even rhyme.

For example:

"Mississippi chocolate at leisure is very sweet!"

Although it sounds childish, the main principle here is (by the way, a good alternative to the KitKat ad with a slogan for office workers: « There is a break - there is KitKat»).

I think we figured out the headlines, let's move on.

6. What is the image of the “ideal buyer” for and what does it have to do with advertising texts

Since the purpose of any advertising text is to sell a product or service, you must first determine the “portrait of the ideal buyer”. That is, gender, age, financial situation, interests and other qualities that you think are necessary to characterize your potential client.

Think about what language he speaks, how he spends his time, what are his values, ideals? This is your the target audience.

Example:

“Kolya loves Masha, and Masha loves his “dynamite”. Why be friends with Masha? It's better to play football! The Dynamo football team is fun and friendly with us, and you don’t need to be nervous!”

What this means is that when you write an ad text, think about what will be important for your client to see there. Maybe it's price, quality, bonuses, etc...

So, once again, let's take a look at the steps of how to write an effective advertising text:

1. Decide on a goal
2. Create a catchy headline
3. Formulate a portrait of the ideal buyer
4. Set your priorities. What will be emphasized in your advertisement first of all.

7. 10 Practical Tips for Writing Effective Sales Text

1. Make a good intriguing headline - this is a must!
2. Use simple words and expressions in short form, rhyme them. This will increase the recall of your advertisement.
3. Break the text into paragraphs to make it easier for the reader to understand it.
4. Write paragraphs of no more than 50 words, 40-45 words are best. Less is also not desirable.
5. Do not write paragraphs in one sentence. If you suddenly got a long sentence with participle turns, break it down into shorter and simpler ones (see point 2)
6. Use subheadings in the text if it is long.
7. Use numbered and bulleted lists - all this will give the text structure.
8. First, let's important information in the ad, and then the secondary in descending order.
9. Color your ad with a catchy themed illustration.
10. Indicate the contacts of your company so that a potential client knows where to turn. Here the required elements are: phone number, address. It is also highly desirable to indicate all auxiliary contacts and information: opening hours, website address, e-mail, directions.

8. Conclusion

If you are a beginner and faced with the need to competently compose advertisements in order to sell your company's goods and services, feel free to take note of them.

Practice, and before you get into a fight, analyze your competitors for strong promotional materials.

Then think about what you can do better and where your competitors are clearly inferior to you.

Even these simple actions can significantly increase the sales of your business and in the shortest possible time form the backbone of customers who will fly to you like moths to a fire.

Friends, I wish you good luck with this!

Have you already written sales texts? What works and what doesn't? If you liked the article, like and share your experience in compiling selling ads in the comments.

Each seller of upholstered and cabinet furniture is interested in how to convert visitors furniture online store into buyers. And selling texts for advertising furniture to order is the bracket on which all the other elements of successful sales are attached.

If during live communication the buyer himself asks the necessary questions, then in the text all the answers to the questions must be provided. If the client does not find a solution to his problem in the description, the transaction will not take place.

Kitchens, living rooms and bedrooms are expensive goods that do not belong to the first and even second necessities. Such a purchase cannot be classified as impulsive, it is planned in advance for the size of the room and interior design.

Reasons for the purchase: renovation, moving into a new home, wedding, birth of a child, the emergence of sufficient funds. The buyer will have to live side by side with chests of drawers, sofas, armchairs, tables, chairs long years and even decades, so this purchase is treated with all responsibility. And in the catalog, the buyer must find solutions to their problems. Simple, clear and concise.

Basic principles of how to write texts for advertising furniture in the catalog

Texts for advertising furniture should inspire the trust of buyers. Post photos and videos of all production processes: carpentry, upholstery, sewing processes. Give the buyer a guarantee that this closet will last a long time.

Give unique information. Tell him about the intricacies of production and choosing a good bed. Even if you are going to order text for furniture on the site from a copywriter, give him in a compressed form those facts that are not in the public domain.

Bypass competitors. Before writing the text, develop an original USP in an ad for a children's, office or kitchen furniture. The options may be different: custom-made, gifts for sets, free shipping, assembly, engraving on glass to order.

Keywords in the text for advertising furniture on the website of the online store

It doesn’t matter which product sales will be boosted by texts for advertising furniture: beds, sofas, computer tables and armchairs, wardrobes, chests of drawers, kitchens, tables, bedside tables, chairs, folding beds, wardrobes. The main thing is not to forget to prescribe keywords in each.

The rule is simple - one article for one group of keywords. One request is the main one, which will occur in the heading, subheading, first paragraph and several times in the text. And clarifying queries-synonyms go to it in one sentence with the main query.

Keyword example: « buy a sofa in Moscow».

qualifying words: inexpensive, sale, from the manufacturer, cheap, corner sofa, sofa bed, book, accordion, transformer, with delivery, for children, leather, folding.

When you offer to buy a sofa in Moscow in the text of your online store selling finished furniture, make sure that the above clarifying words are organically (and imperceptibly) included in the article.

Texts for advertising furniture on the radio examples

Advertising furniture from Zemfira, timing 50 seconds:

You have a beautiful dream again

Like you're sitting at your desk

But only your table became comfortable

And nearby, a Japanese safe flashed

Your office suddenly looks like a fairy tale

Everything is so comfortable in it, and you won't understand

So everything will be in reality, you believe

Salon "Zhymal", just open the door (2 times)

Salon "Zhymal" (5 times)

An example of the text of an advertisement for upholstered and cabinet furniture on radio No. 2: timing 25 seconds

(Gaiman's whistle) Inspector Sidorchuk. Citizen, where are you going? Do you see what sign is hanging?

(Driver) Of course I see. Stop price sign. That's why I'm in a hurry to "Furniture Formula".

Sample Radio Furniture Advertising Sales Text #3: 30 Seconds

Salon "Demi", any custom-made cabinet furniture from classic to avant-garde. Quality materials and fittings non-standard solutions for every space and every taste. Free departure designer in the city and region, prices are affordable. Installment. Attention, promotion: until the end of June when ordering a kitchen - coffee table For a present. Salon "Demi" st. Moscow, 62. Tel 9 14 00. 9 14 00. "Demi". Great choice, excellent result!

Call to action text for a furniture website

Cabinet or cushioned furniture- is not fashion clothes, before ordering it, thoroughly consider every little thing. Therefore, you should not rush a person with a purchase, even if you offer him a profitable promotion.

If it’s not about a couple of chairs, but about a bedroom, living room, kitchen or office, it’s better to invite him to the showroom to see samples or offer him a designer consultation. But it is better not to allow a call or a visit to the buyer to be postponed until later. Because "later" may never come.