A good advertising language should first conform to its own brand positioning, highlight its own advantages, strengthen the distinction with competitive brands, and finally increase sales.
Give a few examples.
Nongfu Spring's current slogan: We don't produce water, we are just porters of nature.
This slogan should be combined with the competitive environment it faces, and its sentences are mainly to distinguish it from mineral water and pure water such as Master Kong Wahaha.
Tell consumers that this is pure natural water, not made in industry. Coupled with the water source information endorsed by the brand, Nongfu Spring has established the brand image of natural drinking water and consolidated the status of bottled drinking water.
Xieduhui's current slogan: crab crab ceremony, noble life.
Hairy crab products are mainly aimed at the gift market. Gifts have one feature that cannot be ignored. In this way, people who receive gifts can't feel the sincerity of the giver, and the giver also feels that the brand has not enough face, so naturally it will not achieve good sales.
Therefore, although the bill is issued by the giver, the advertisement should be written from the perspective of the recipient.
Noble people, hold the recipient higher, crab crab, and point out that this is a gift brand, which makes sense.
Combined with advertising strategy, through marketing, we can publicize how authentic and fresh hairy crabs are, and we can break through the brand of hairy crabs.
Having said that, whether the advertising language is good or not should be evaluated in combination with the brand's own conditions and competitive environment. Without these two points, only from the perspective of advertising wording and literature, it will deviate from the true value of advertising language.