Dialogues in advertising and sales texts: design rules

Reading time: 6 min.

Dialogues are rarely used in sales texts, but this attitude to them is not deserved. If the author wants to motivate the reader to take action, it is worth using a conversation between two characters. Nevertheless, too actively resort to this method should not be used either. There is a risk of getting the opposite result.

When creating an article requires the use of conversation, it is difficult to get all the punctuation and accents right. To master the art of creating dialogue in texts, you need to spend some time defining the rules and learning the basic definitions. This way, recreating the dialogue of the actors will not be a problem.

Dialogues in advertising

Definitions that make punctuation easier

An author needs to know how to write dialogue and punctuation correctly. To act confidently when writing a script, it is necessary to learn the basic terms. They refer not only to the dialogue, but also help to notice the peculiarities of the frequently used lines of the video clip:

Formation of the quotation is probably the simplest of all listed. The phrase is enclosed in quotation marks, and the author is indicated after the conclusion of the thought. The point at the end of the quotation is not necessary: usually it is taken out of the statement. Making a dialogue correctly!

Rules for designing a dialogue

Sometimes it seems that dialogues consist only of dashes, which are located at the beginning of each phrase. In fact, everything is a bit more complicated, so it is worth responsible attitude to the composition of the conversation of the characters in their articles. In order not to be glorified as a fool, avoid the same type of dash separation. It is better to use other forms.

How to write dialogue that is worthy of attention? First of all, let’s address the basic rules:

  1. Interrupted phrase. To indicate the understatement and the fact that the interlocutor interrupts his opponent, use the ellipsis at the end of the expression and at the beginning of the next line. In addition, the end of a paraphrase begins with a lowercase letter.
  2. Separate sign. Sometimes the author has to express his opinion without words. To do this, an exclamation point or question mark is used, often in combination. In this way, the author indicates the bewilderment caused by the previous sentence.
  3. Speeches “in line”. This option is rarely used, because the design of the dialogue in writing looks like a complex statement of thought. But if you decide to put all the lines in one line, separate the phrases with dashes. The dot is taken out behind quotation marks, and question marks or exclamation marks are part of the phrase.

In order to dilute the dialogue created, resort to the use of the author’s words. In this way they express the feelings and emotions of the characters. As for the design, there are not many rules. First, the point and comma are taken out of quotation marks, and after the punctuation mark put a dash. Secondly, the author’s words are always written with a small letter.

Common mistakes of beginners

The abundance of dashes repeatedly mentioned, so the emphasis on this is not necessary. In addition, novice authors make another mistake, which is also related to the excess. You should not overload the dialogue with meaningless phrases about products and add irrelevant words and expressions.

Too long sentences are a problem for many copywriters. “Love” to the construction of complex phrases is not useful in advertising services, and the reader and even confuses and tires. Such expressions should not be used: capacious and clear phrases allow you to get a better result.

List of mistakes that authors make, you can add others. If you do not know how to formalize the dialogue in the text, or study the rules of writing, or abandon the idea. Otherwise, a number of errors arise:

  1. Speeches separate, actions separate. Mixing in the same sentence makes it difficult to understand the information. It is better to specify the actions before the beginning of the dialogue or after.
  2. Lack of informativeness. Phrases that do not affect the perception of information should be removed from the text. Meaningless phrases should also be removed. Do not overload the dialogue with things that can be said more easily.
  3. Avoid mentioning obvious things. This is an insult to the person who decided to read your article.

Reading the guidelines will provide an answer to a vexing question. Learning how to write dialogues properly will help by reading the literature. Pay attention to the author’s manoeuvres and try to adapt them in your text.

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