Excellent advertising language should be self-centered, and the appeal of advertising language should not be limited to the appeal of product value, but can be insightful in the product value and in the consumer's mind to find the emotional appeal and even spiritual appeal of consumers. Let the product become the carrier of this emotional appeal and spiritual appeal value point, and let consumers not only buy your product, but also express or release their feelings and love. Just like the rose on Valentine's Day, the rose is a real "emotional expression tool" on this day, and men use roses to convey their love and admiration for women.
Therefore, when you create a Valentine's Day rose slogan, you can shout "Give her 100 roses, 100 love". This sentence not only drives the amount of a single order, but also gives consumers a clear expression scale. After all, who doesn't like 100 points of love? Some people will definitely say, isn't there a catchword on the Internet? Called "Here you are 10 1 point, one more point will make you proud!" This is also a good idea. You can make another 10 1 rose for humorous couples to express. Another example is the masonry ring. Why do you want to exchange rings when you get married? In exchange for each other's love and responsibility and commitment. Therefore, at the wedding scene, the masonry ring played the role of expressing this strategic value. Imagine if there was no love. Is that ring missing a soul? Therefore, a good advertising language must be self-centered and learn to let consumers express their feelings through tangible products! In fact, any tangible product is equivalent to a symbol, and the symbol must carry meaning. The greater the meaning carried by the symbol, the greater the value of the symbol! 10000 roses have greater symbolic meaning, so the inevitable value and price are better.
"If you love her, please treat her to Haagen-Dazs!" I understand this sentence as a summoning sentence. The so-called call is that it can attract customers into the door! If you love her, please treat her to Haagen-Dazs, which is a shout to hundreds of millions of men and bring them into the store.
So where does the summoning power of Haagen-Dazs come from? It comes from its support for "love" and subtly sublimates the product value of Haagen-Dazs, making Haagen-Dazs a carrier to express love!
"If you love her, please treat her to Haagen-Dazs!" It's just a love story whispered in your ear. What did Haagen-Dazs do for the lovestruck couple?
If you love him, take her to Haagen-Dazs and take her to make a silent confession of love. Whether it's unrequited love or passionate love, or a newly married couple, Haagen-Dazs is the expression of that unique love. This slogan condensed "I love you"!
In fact, China people have a collective "common fault": they are not good at expressing their feelings. When communicating emotionally, you will be shy, shy and unnatural. But is there no emotional appeal in your heart? Have strong emotional demands, but they all like to guess each other. You have to understand me. You don't even understand me. There's a lot of learning in it. It is said that men can't chop and change, but men can't help this sweet talk. Sometimes, sweet talk is a humorous medicine to resolve emotional conflicts. Of course, compared with real direct action, although the power of sweet talk is slightly weaker, it can stabilize the war situation at critical moments and create opportunities and time differences for direct action. I think Haagen-Dazs has helped people who are not good at expressing their feelings to express their feelings, and helped couples with emotional conflicts to stabilize the situation and turn anger into joy. So this sentence is not casually shouted out, it actually solves the huge consumer demand.
Guys, think about it. When you have a crush on someone, you have been looking for the courage to tell her?
When you didn't get the "care of drinking more hot water" because of your girlfriend's period, is your girlfriend giving you a cold war?
When you really have a child, do you want to convey the release of fatherly love and maternal love for the child?
At this time, you suddenly passed the store of Hangendasi and saw this striking line on the door. What would you do?
You will feel that you are Zhuge Liang alive, and the trick is coming! Can't taking her/him to Heipi for a meal with Haagen-Dazs solve this situation? You may also secretly rejoice, Lao Tzu is really smart!
Haagen-Dazs gives you courage, which is no less than Fish Leong's Courage. At this time, you must take advantage of the situation, take your girlfriend's hand, boldly step into the door of Haagen-Dazs, and order the most expensive ice cream, right? It is said that feelings are priceless, but you can define a maximum price for him to express your love and tell her that she is the number one person in your heart. Is this romantic feeling created at once? Therefore, Haagen-Dazs realized this and took her to eat Haagen-Dazs if she loved him. Haagen-Dazs created not only ice cream, but also a platform full of love to express love and sublimate love. Haagen-Dazs acts as a tool to express his love in the whole consumption process, but in fact, he is also a real director, directing a romantic commercial drama "I Love You". This is where the brand is smart, giving consumers enough space, giving consumers enough experience, giving consumers value beyond price, and letting everyone who comes to consumers feel the value of love from their hearts. Let those who are not good at expressing their feelings talk about love in the environment created by Haagen-Dazs, but even if they don't say anything, their hearts are here!
At this point, there is another brand with the same strategic thinking! Which brand?
Wang Pin!
What is Wang Pin's slogan?
A cow is only for six guests, only for the most important people in life!
If a cow is only for six customers is a unique value slogan at the product level, then entertaining the most important people in life is the sublimation of brand value. Wang Pin is also a platform to express and release emotions. Whether it's steak or space environment, background music, service staff, etc., all are supporting actors, and the protagonist is always a consumer, so we can interpret this sentence "treat the most important person in life" together. Therefore, the brand is sometimes the best supporting role in the Academy Awards. The so-called best supporting role is that the supporting role is invisible and does not steal the limelight of the protagonist. One point is too much, and one point is not as good as it is. The protagonist can bloom freely, but the supporting role is quite difficult to handle. Too many green leaves rob the flowers of their nutrition, and the flowers are not so conspicuous.
Ladies and gentlemen, when you see this sentence, do you suddenly feel that money is what? Feelings and gratitude are invaluable.
Writing this can't help but think of the strategic positioning of Jin Yong's old man's "The Condor Heroes", "Ask what the world is like, and teach people to be committed to life and death". The brand slogan of Jin Yong's "The Condor Heroes" is the whole soul of this drama, and this drama is based on this sentence. Therefore, advertising language is actually a strategy, which is a strategy to shout out the brand by speaking people's words.
Going back to Wang Pin's advertising slogan, one cow is only for six customers. What do you think of this sentence?
Is it true that Wang Pin steak is made of top-notch parts?
Contact the next sentence to see, entertain the most important person in life! To put it bluntly, is it: use the top part of a cow to entertain the most important people in life.
Do you think that if you take your lover, noble person, lover, business partner, etc., and go to Wang Pin for a meal, you will enjoy the steak with your eyes slightly raised relative to the corners of your mouth, as if all the words are in it, and you don't need to say anything to get the message.
So Wang Pin actually did the same thing with Haagen-Dazs, that is, not only selling products, but selling feelings.
Making products a tool for consumers to express their feelings, and making brands a platform for consumers to express their feelings, is the ingenuity of these two brand advertising languages. We often say that advertising language is a spoken slogan, but advertising language is also the concentration of brand strategy. Brand strategy is to shout out the brand through advertising language. Whether you love him and take her to eat Haagen-Dazs, or a cow is only for six guests and treats the most important person in life, all of them are based on the emotional value above the product value as a brand appeal. Does this weaken the prominence of the product value? I don't think so. Consumers' minds are machines that never stop. Consumers will analyze and observe themselves. They will come up with a very interesting answer. Can you treat important people and give them food that you love the most? Of course not! So in other words, the brand's strategic appeal through emotional appeal not only realizes the sublimation of brand value, but also accurately conveys the value of product layer to consumers, which can be described as killing two birds with one stone ~!