Eseralda
@Eseralda
59 okur puanı
Nisan 2023 tarihinde katıldı
Şu anda okuduğu kitap
Positioning
My own definition is ‘what the product does, and who it is for.’ I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin. This is still working 25 years later.
Reklam
Your next chore is to find out what kind of advertising your competitors have been doing for similar products, and with what success. This will give you your bearings.
Now comes research among consumers. Find out how they think about your kind of product, what language they use when they discuss the subject, what attributes are important to them, and what promise would be most likely to make them buy your brand.
If you cannot afford the services of professionals to do this research,
do it yourself. Informal conversations with half-a-dozen housewives can sometimes help a copywriter more than formal surveys in which he does not participate.
Do your homework
First, study the product you are going to advertise. The more you
know about it, the more likely you are to come up with a big idea for selling it. When I got the Rolls-Royce account, I spent three weeks reading about the car and came across a statement that ‘at sixty miles an hour, the loudest noise comes from the electric clock.’ This became the headline, and it was followed by 607 words of factual copy.
When i write an advertisement, I don’t want you to tell me that you find it ‘creative’. I want you to find it so interesting that you buy the product.
Reklam