How can your advertising language really promote the sales of products?
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-02-13
Website construction company Shangpin China: "Be afraid of getting angry, drink Wanglaoji!" "Drink a bottle in the morning, and be energetic all morning!" "This year, we will not accept gifts for holidays, but we will accept brain platinum!"... These are the representative works of popular advertising language. Advertising language is the most concentrated expression of enterprise marketing level. A good advertising language can directly promote customers to buy. The creation of advertising language is a science. As a communication symbol of a brand or enterprise, it plays an important role in pursuing brand interests. It is not only reflected in text modification, but also in marketing wisdom. In reality, many well-known advertising slogans can not bring sales performance to enterprises. The mystery needs us to start with the necessary and sufficient conditions of the brand marketing system.
Customer's most concerned problems
What is marketing? Marketing is an activity and process that quickly promotes the process of customer purchase and consumption. The same is true of sales. However, people usually limit the means of sales to the interaction between salespersons and customers, while the means of marketing should be more extensive, including not only personnel sales, but also media advertising, public relations activities and other activities. The sufficient and necessary condition for an effective marketing system (including the sales system) is that it must fully answer the 7 questions most concerned by customers:
1. Why did I notice you?
2. What is this?
3. What does it have to do with me?
4. Why should I trust you?
5. Is it worth it?
6. Why should I buy from you?
7. Why should I buy it now?
Shangpin China, a marketing website construction company, is the seven issues that customers care about most, which can be referred to as 7Q for short. The first 7Q issue is referred to as 7Q-1, and so on. These seven questions were chosen because they are motivating and can completely promote the process of customers' overall purchase and consumption. Many descriptive questions cannot promote the process of customers' purchase forward.
Enterprises can use many marketing tools to effectively answer the most concerned questions of customers. Sometimes a marketing tool can only answer one question of customers, and sometimes it can answer multiple questions of customers at the same time. No matter what kind of marketing tool combination is used, they must finally be effectively connected together to answer the seven questions of customers in full coverage (see Figure 1). On the other hand, no matter which problem of customers is ignored, the decision-making chain of customers will be temporarily interrupted, so that the products of enterprises cannot be recognized, selected and purchased by customers.
Let's take the current national liquor industry as an example to see how Yanghe Corporation answers these seven questions. 7Q-1 "Why Do I Pay Attention to You": It is the first time to launch liquor color marketing, create a symbolic vision with blue to attract consumers' attention; 7Q-2 "What is this": soft liquor, high but not strong, low but not few, long and clean, plump and harmonious; 7Q-3 "What does it matter to me": soft liquor is soft and soft in the mouth, easy and comfortable after drinking, and advocates healthy consumption of liquor; 7Q-4 "Why should I trust you": the liquor making scale is the largest in the country, and the quality of Mianzhou is unique; 7Q-5 "Is it worth it": from "man's feelings" to "Chinese dream", Yanghe has completed the humanistic spirit shaping of the brand; 7Q-6 "Why should I buy from you": terminal coverage, image store display, high brand reputation; 7Q-7 "Why should I buy it now?": Healthy consumption of liquor, the carrier of feelings and dreams. At the same time, the "Yanghe No.1" APP has been put into operation, responding to consumer needs in 30 minutes, providing more convenient services and smoother experience. So far, Yanghe has completely promoted the whole process of customer consumption.
When the enterprise's marketing tool portfolio can fully answer the seven questions of customers, it can be said that this marketing tool portfolio is a 7Q brand best-selling system (see Table 1). There are three modes for enterprises to answer customers' most concerned questions through full coverage of marketing tools: one is the full coverage mode of air (advertising and public relations), the second is the full coverage mode of terminals, and the third is the common coverage mode of air and terminals. An effective and excellent brand marketing system should use "less" to achieve "more", and use as few marketing activities and elements as possible to cover the most concerned problems of customers. Because, this usually means that it is easier to be understood by customers, easier to be implemented by employees, easier to be spread, and more representative of low input and high output in resources.
Advertising language driving sales
The form of a specific marketing tool and means is not important, but what kind of purpose the marketing tool and means achieve, and which 7Q question is the most important. Since brand name cannot be avoided in advertising language, and brand name and advertising language are both important marketing means, the following will discuss the relationship between brand name and advertising language and 7Q.
The role of brand name and 7Q. A good brand name can answer questions such as 7Q-1, 2, and 3, but even so, a good brand name can only answer some 7Qs, not all 7Qs. Therefore, only a good brand name is not enough. It needs other brand marketing activities to cooperate with it to complete the answer to the question. For example, the nutrition express line of Wahaha's milk and juice beverage brand has better answers to 7Q-3 "What does it matter to me?" The four words "nutrition express line" imply that the product can bring nutrition, and is fast and fast. Another example is Haier's high-end refrigerator brand Casati, which can better answer 7Q-2 "What is this" and 7Q-4 "Why should I trust you" with the help of the characteristics of people advocating European and American lifestyles. Rejoice and Sprite answered 7Q-3, Sandi and Luhua answered 7Q-4, and Gree and Audi answered 7Q-1.
The role of advertising language and 7Q. One purpose of advertising language is to find blank areas in the minds of potential customers or relatively weak areas of competitors and occupy them, so as to win customers' memory and favor quickly and cheaply. The first thing that advertising language solves is attention. A good advertising language can answer more questions, but it still needs to be coordinated with other brand marketing activities. For example, "Nongfu Spring is a little sweet", which depicts and answers 7Q-1 and 2 well. "For fear of getting angry, drink Wang Laoji", also answered 7Q-1, 3, 7 well. Good advertising slogans can always answer multiple questions, but in fact no advertising slogans can answer all the questions at the same time. Therefore, even the best brand advertising slogans need to cooperate with other brand activities to jointly answer the 7Q questions that customers care about and form a 7Q brand marketing system.
The situation where the effect of brand name and advertising language is maximized. When we use brand name and advertising language to jointly build a brand selling system, first of all, we should analyze the 7Q physique of customers; Secondly, analyze whether the remaining 7Q questions can be answered only by brand name and advertising language; Thirdly, what specific questions have been answered by the brand name and advertising language, and what questions have not been well answered; Finally, it is to plan and select which activities to fill in and cooperate with other questions to jointly build a complete 7Q brand system. Although good brand names and advertising slogans cannot answer all 7Q questions, excellent brand names and advertising slogans, like other brand marketing activities, should be able to cover and answer as many 7Q questions as possible.
An enterprise may not do media advertising, but as long as it can answer 7Q through other marketing activities, it is an effective marketing system. Any marketing activity that can answer customers' 7Q questions can be done, otherwise it is not worth doing. Any marketing system that cannot answer all 7Q questions is defective and needs to be improved. Any activity that repeatedly answers a 7Q question that customers have already answered may be inefficient.
The success of Wanglaoji herbal tea is attributed to the success of advertising language by many experts. Its advertising language covers many 7Q questions very well (see Table 2), but it must be based on good customer physique and the 7Q brand system, otherwise, you may not see the results you want.
Finally, let's summarize how to make an advertising slogan that drives sales.
First, remember the following three principles:
1. The first purpose of advertising language is to attract customers' attention to the product, rather than solve all the customers' 7Q problems.
2. Good advertising language must be considered and designed in the 7Q system.
3. Good advertising language must be able to solve as many 7Q problems as possible at the same time.
Secondly, design the advertising language according to the following three steps:
1. List the key words to answer each 7Q question.
2. Use one sentence to string as many keywords as possible. This sentence should not exceed 15 words.
3. Modify this sentence with grammar to make it easier to spread.
Customers watch the 7Q, laymen watch the excitement, and experts watch the doorway. A good slogan can produce great effects. Can you make a slogan that drives customers to buy? If you understand, immediately make your own advertising slogan worth one million yuan and driving ten billion yuan of sales!
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