An article for advertising about a furniture company. Writing text for the main page (furniture). What are the steps in the process of making custom-made furniture?

Texts about furniture

Functional custom-made kitchens and practical wardrobes, high-quality fittings and original design- furniture creates an atmosphere in the interior, forms a style and gives comfortable life. The portfolio contains several texts that I wrote for the websites of furniture manufacturing companies - each of them decides a specific task, as, indeed, any text written for advertising or promotion purposes.

texts about furniture

It was required to talk about the features of the manufacture of children's furniture, its environmental friendliness and diverse functionality. Particular emphasis is placed on the developing function of furniture in the children's room - it's no secret that proper organization space, which takes into account the age characteristics of the child, turns the room into a unique environment that develops the individual abilities of the baby

Text for the website of a company that offers upholstering and upholstery furniture repair services. The task is to write informative and user-friendly text using keywords that will help to understand what good furniture can and should be restored - and it will be no worse than a new one.

Text for the website of a company that professionally manufactures custom-made furniture. It was necessary to talk about cabinet furniture and use keywords. This is one of my early works.

If you need texts about furniture, write to me - I will be glad to cooperate with you. Take advantage

19.03.2018

Do furniture makers need social media?

Needed. I hope you have no doubt that furniture companies need a website? Social networks are at least one of the ways to increase its attendance. And also - this effective tool receiving applications, communicating with the audience and increasing loyalty to your brand. Furniture makers who want to really make a profit should consider all promotion methods, but choose the main ones depending on their own goals and resources.

Below detailed instructions, which will allow you not to waste your budget on an empty imitation of activity, but to get real profit from social networks.

Which social network to choose: "Instagram" and all the others

During our research on in which social networks you need to promote the furniture business we have drawn some conclusions.

Instagram is the most promising social network for furniture makers. There is maximum engagement. The same content on Instagram and other social networks with an equal number of subscribers receives ten times more responses. And these are not only likes, but also real applications. When promoting, maximum attention should be paid to Instagram. All other social networks are developing, rather, in addition to it. Our findings are identical to the Insense study.

VKontakte is the largest social network in Russia, and this must be taken into account. There are people on VKontakte who are not on Instagram, so investing here can pay off. Official information about the social network.

You need to have Facebook, if only because it is from it that the profile on Instagram is managed. The Russian-speaking audience on Facebook is much smaller than on VKontakte. According to the Lead Generation Academy, as of June 2017, its number is 23 million. But this is a very high-quality audience: there are many adults, educated and wealthy people here, this should be taken into account if you are selling expensive furniture. But don't expect a big response from Facebook. This social network successfully resists commercial activities. It artificially lowers the rating of impressions of content from brand pages. You can read more about this algorithm in this article.

Twitter and Odnoklassniki. "Twitter" in Russia has not taken root, and the popularity of the network is falling altogether.

Twitter audience has stopped growing. Monthly number of active users of the microblogging service in the second quarter current year amounted to about 328 million. The same figure was noted in the first quarter of 2017. However, when compared with the second quarter of 2016, the increase was at the level of 5% (according to 3D news).

Odnoklassniki, on the contrary, is the second largest social network in Russia. But she doesn't high level engagement based on our promotion research furniture business in social networks. If you still decide to test this social network, « complete guide on "Odnoklassniki" You can read it on the Texterra blog.

YouTube is a promising channel, but promotion there is complicated by the high cost of video content production. It's one thing to shoot a short video for Instagram on a smartphone, knowing that users will only watch it from the small screens of mobile phones.

Another channel is messengers. Unknown, popular there furniture theme or not, how users will react, whether investments in promotion will pay off. If you want to try it, tell us about the results later.

So far, messengers are used by sellers to communicate with customers, clarify their requests, and send them photos with a selection of goods. This also needs to be taught. It is not enough to send a photo and ask: “How do you like it?”. It is important to give correct explanations, using the techniques of "Product Highlight", "5 Steps to Set a Price Range", "Pre-Carry" and a number of others. We train salespeople in these subtleties at a special remote course.

This article describes only work on Instagram, VKontakte and Facebook.

Features of the furniture theme

In the case of a client choosing furniture, it is necessary to have time to “capture” him at the right moment. This complicates everything. A person bought a house, then chooses materials for repairs, only then moves on to furniture. It also happens that all the basic things are done, but something was not enough. We must take this feature into account when creating content for social networks. For example, publish tips on repairs, choosing crews, and much more.

Another feature is that furniture is not bought spontaneously - it is expensive and important purchase. But inexpensive accessories, items for decorating the interior and so on can be bought. This is also something to keep in mind when creating content.

"Instagram"

First of all, register a business account on Instagram. Now users will be able to contact you, and you will see advanced statistics and get access to the Facebook advertising account.

Now you will see advanced statistics for each post: reach, engagement, number of views.

At the last stage of creating a business account, you will be prompted to provide contact information.

Design: avatar, title and description

It's very important to get the cover right. Firstly, this is the only place on Instagram where you can specify an active link to your site. Secondly, by avatar and name, users will distinguish you from other stores. Thirdly, in the description you can indicate your USP and talk about promotions.

To make your avatar look good, choose a photo with your logo strictly sized 110 x 110 pixels. Otherwise, it will blur and look ugly. Please note that the avatar is round and the corners will be cut off.

When you come up with a description, talk about your benefits, promotions, discounts, and everything that sets you apart from your competitors. The description can be changed for each promotion or significant event in the store. Maximum length- 150 characters.

Content

There is nothing worse than filling your profile with endless messages about promotions and discounts. Furniture is not a commodity that is bought spontaneously. We have already brought similar examples in our previous article. Discounts will work when the user has already decided to buy furniture for himself, but if he is in doubt, then the promotions will not convince him.

Small stores usually do not have money for full-fledged and high-quality content, professional photographers and copywriters. Beautiful pictures you can do it yourself.

To make non-professional photos look good, they need to be processed. You can do it yourself in Literoom and Photoshop. The official website of Photoshop has .

You can hire a designer who will process the photos. If you entrust this to a freelancer, it will not be very expensive.

Let the copywriter write the texts. So that he knows what to write about, give him documentation on your furniture. Texts like "wonderful furniture set, white color evoking thoughts of spring and romance” work poorly. It contains no useful information, besides what the reader already sees in the photo.

You can find a copywriter and a photographer on freelance exchanges like FL.ru, https://work-zilla.com/ , https://freelance.ru/

If finances allow, hire a photographer, and he will take care of the site equipment and professional lighting.

Another option for content is short videos (no longer than 1.5 minutes – Instagram’s limitation). Show how your furniture is assembled. Test it, show how it unfolds and folds, what drawers and compartments it has. Just photos in the interior are usually enough.

Communication with the audience

Communicating with customers on social networks should not be a hired SMM manager, but your employee who owns sales scripts, has information about the product and knows how to work with doubts and objections. This is ideal. The MICC can help you write scripts and train your employees to use them in order to properly respond to objections. For example, on this course.

If the user is interested in the product, do not miss it while it is warm. Write to him in Direct (a personal messaging service on Instagram), transfer it to a phone or website, on VKontakte, in short, somewhere where he can perform a targeted action.

All negativity should be worked out instantly so as not to spoil your reputation. Don't let users complain too much in public. Try to lure them off the page into private messages to let them rage there. Public scandals spoil the attitude of customers towards you, so they need to be stopped in the bud. Ideal script: the client complains, you write to him in Direct and ask about the problem, on the page itself you report that you wrote to the indignant user in private messages. When the issue is resolved, publicly report that the issue has been successfully resolved.

Promotion

There are four ways to promote on Instagram: hashtags, targeted advertising, advertising with bloggers and mass following.

Mass following is an automatic promotion. Special services automatically add everyone you specify as friends, in the hope that they will add you in return. This is a bad method, don't waste your time on it.

Firstly, the social network itself is actively fighting such methods (well, of course, you are taking advertising bread from it) and you can be banned. Secondly, it is terribly annoying to users. For one average user, two stores subscribe daily. Do things like this - reliable way ruin your reputation.

Advertising with bloggers. Finding a really popular regional blogger is not an easy task. In addition, it is not easy to negotiate with them, it is impossible to check whether they have a real audience or only bots, it is impossible to predict the effectiveness of advertising. There are well-promoted specialists who have a suitable target audience for selling, for example, children's furniture. For example, the popular Dr. Komarovsky (hosts TV programs) or psychologist Larisa Surkova (writes books on parenting). The number of their subscribers is such that it will easily block the flow of buyers to your point in the MC.

Hashtags These are sections on Instagram. They are of two types: private and public. Personal hashtags are needed in order to structure the information on your blog. For example, you post photos of sofas, kitchens and hallways, several hundred posts have already accumulated. To make it easy for a user to view only sofas from your store, tag posts with hashtags like #sofa_name_of_your_store. No need to invent great amount personal hashtags. One or two is enough for each post.

Public hashtags are those that users use to search for information on Instagram.

It’s pretty pointless to move through the most popular hashtags #furniture and #furnitureto order. There are so many posts out there that you won't be able to compete.

The best hashtags for promotion are regional ones: #furniture to orderzirkutsk, #interior designkrasnodar, #hitexamara, etc. Before using a hashtag, check how popular it is. If no one uses it except you, then there is no point in moving along it.

Instagram allows you to add up to 30 hashtags to a post. The more of them, the greater the reach, but also the worse your publication looks. A whole paragraph of hashtags interferes with the normal perception of the text. Leave 10-15, this is the optimal amount.

Separation or, as it is called, segmentation target audience on Instagram it goes by the following criteria:

• age;
• country, region, city;
• interests;
• operating system;
• travel frequency;
• marital status;
• preferences, etc.

You can set up a place where users will see your ad: in the feed, as a regular post, in a video, in the new stories format (photos or short videos that are shown on the page for a day and then disappear). You can directly advertise your product and invite users to your site or encourage them to follow you on social networks.

A successful ad has three parts: beautiful picture or video, interesting text and, most importantly, a call to action.

A detailed overview of all the possibilities of targeted ads on Instagram will take too much space in this article, so I recommend that you read the guide to running ads on Instagram.

life hack

Instagram is good for everyone except what it is mobile app. It is usually inconvenient for managers to work from a smartphone. To make life easier for them, for Windows 10, download the app from the Windows Store, it's free. You can work with comments, private messages and statistics. But it does not allow you to upload photos directly from your computer, so download the additional free application Gramb, designed just for this purpose.

VKontakte and Facebook

These social networks provide approximately the same opportunities for creating content. They have serious differences from Instagram. First, they focus more on text than on pictures. Secondly, there is an opportunity to upload a long video. Thirdly, these social networks make it possible to put active links to third-party sites.

How to design a page

VKontakte and Facebook, unlike Instagram, have a huge number of group design settings.

I will not list all the possibilities for designing the VKontakte group - they are really very wide. I'll just tell you what you need to use. First, this is the cover. It should have your logo and some picture that characterizes your activity. If you have only one store, and not a network, then indicate your address and phone number.

A wiki menu is an analogue of a website page. It can be beautifully designed and turn the inscriptions into links leading to your site, but here you have to choose: either the user will see a text description of your company when entering the page, or a menu. The menu is better in my opinion. most important information can be succinctly indicated in the subtitle, contacts - in the picture. But with the menu, nothing compares to the degree of attracting attention.

Below are photo albums. VKontakte allows you to immediately turn them into goods with a price and the ability to leave your contacts to contact the manager.

Missing all these opportunities means losing customers.

For VKontakte, there are a huge number of applications that expand the possibilities social network. For example, the application "

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).

In advising existing entrepreneurs in the field of marketing and advertising, I have seen 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 glad 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 give the most 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. Options may be different: production according to custom order, 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.