Slogan, literally translated from English, is a slogan and slogan. Because it is simple, catchy, easy to spread and easy to remember, it has become an important part of marketing. A good advertising language can help brands spread quickly, occupy users' minds and influence users' consumption decisions; Bad advertising language, each with its own drawbacks, either makes users see it in a fog, or users can't get what they want to express, or users turn a blind eye because of the strong advertising atmosphere …
Open several websites on the Internet at will, and I believe you will find the same thing: Slogan is different from Slogan, and some Slogan conveys beauty and value, giving people upward power; Some slogans are false and empty, giving people an unreliable feeling.
Why is there such a big gap between the level and quality of the same advertising language?
This is the difference between a copywriter with a monthly salary of 3,000 and a monthly salary of 30,000. In the final analysis, it is because the creation of advertising copy such as advertising slogans belongs to creative works, and it is the only one who determines the level of creative works. In addition to human factors, it is also related to corporate culture, business model, product model, user characteristics and decision-making process. These five factors will not be introduced in detail here, but will be involved in Slogan's methodology later.
Conversely, does a good advertising language have some similar characteristics? Are there any skills that can be reused?
Yes!
The following is my experience, for sharing and communication only.
I divide the methodology of slogan creation into two parts: Tao and skill. Tao refers to the method at the level of values and concepts. When you face different suggestions and multiple value conflicts, Tao can help you make a choice. Skills refer to practical methods. When you are exhausted and don't know where to start, you might as well imitate writing according to the skill method.
The more you grow up, the more you know that the world and things are multifaceted, and there will be many perspectives on the same problem. Which perspective is the most important and which is the second is related to the values of the enterprise. In a KPI-oriented enterprise, product and user experience are secondary; In an enterprise that advocates user experience, everything has reason to make way for user experience. In other words, the values of enterprises and people are the same, which determines what is most important to them and what is not. And this kind of values can often affect most of the company's decisions, especially when faced with a dilemma.
From a small point of view, Slogan is indeed a trivial matter, but it is not easy to do because it is related to the positioning and value orientation of the company.
(1) Understanding corporate culture
Corporate culture embodies corporate values, which affect methodology. To make clear the direction of Slogan, we must understand the values of the enterprise.
Different companies have different values, some are business-oriented, some are product-oriented, and some are design-oriented. Slogans should be combined with value orientation, not necessarily following corporate values, but they must not run counter to corporate values.
(2) Familiar with business
People who write Slogan must be familiar with the company's business model and have a very comprehensive understanding of the ins and outs of the company's business, not only the past and present, but also the future. Because sometimes, the boss may want you to use Slogan to raise the product a little and describe it according to the vision.
(3) Familiar with products
Whether the product is a tangible item or an intangible service, you need to be very familiar with it, experience it, and understand every feature of it as comprehensively as possible. In this way, you will be more open-minded when writing, and it is not easy to make mistakes of generalizing or reversing priorities.
(4) Familiar with users
All products or services are actually designed for users. If you don't know the users, their needs and how to use their own products, it will be difficult to write advertisements that directly hit the pain points of users.
The level of "skill" is actually the thinking and methodology of doing one thing, and it is a summary of past experience. It should be noted that it may not be all right, and it may not be applicable to all environments, and there may even be deviations caused by induction itself. In short, when we discuss or use a "technology", we can neither be divorced from its background nor ignore the current application environment, let alone copy the model, but make adjustments according to the actual situation.
(1)USP theory
USP is the abbreviation of unique sales proposal, which means unique sales proposition. It was born in the United States in the 1950s. With the end of World War II, economic recovery, richer material life and more homogeneous products, marketing is facing difficulties. Unique sales proposition: based on the unique characteristics of the product, deduce its unique value beneficial to users.
The most classic case of applying USP theory is that its founder rosser reeves is M & amp； M chocolate beans wrote "melt in your mouth, not in your hands". We are familiar with "drink some incense when you are hungry and sleepy", "drink red bull when you are tired and sleepy" and "drink Wang Laoji when you are afraid of getting angry" … ...
(2) Brand proposition
Although USP theory is enduring, it also has some limitations: when the difference between selling point and product function is getting smaller and smaller, its effect will be greatly reduced. For example, the classic iPod "Pocket 1000 songs" has already laid the initial impression of users, but when all MP3 manufacturers can pocket 1000 songs, their competitiveness will inevitably decrease.
At this time, what should I do if I want to continue to maintain my advantage?
Brand advocacy is one of the solutions, which satisfies the spiritual needs of users by advocating a behavior, values and lifestyle, thus shaping the unique image of the brand and influencing the purchase decision of users.
Tmall, for example, has been regarded as the symbol of JD.COM by the outside world since it was born in June 20 12 and 1 year. The existence of COM. JD.COM's slogan is "more, faster, better and more economical", and its main functions are: Tmall's original slogan was "The cat bought it in heaven", hoping to strengthen users' shopping habits. 20 17 in may, tmall released a grand brand upgrade, which not only revised tmall APP, but also replaced Slogan with "cat in ideal life". In contrast, the level immediately sees the level: how fast and how cheap belongs to the interest level, belongs to the strategy level, and in the ideal life, belongs to the value level, which is the highest realm of marketing.
The same wonderful cases are:
(3) Positioning theory
Positioning theory says to create a new category and strive for the first position in the eyes of users in this category. This is because there are too many information and brands in modern society, and users simply can't remember so many brands, and each product can only remember the first few at most. So if you want to occupy the user's mind, you need to rank in the top three.
If you want to gain market share in the stock market by relying on positioning theory, you must first find your own competitors, then avoid the dominant areas of competing products in the eyes of users, and finally use the pain points of competing products or open up new subcategories to determine your own positioning.
For example, in the field of domestic social software, there are almost no products that can challenge WeChat. If you want to beat WeChat with the product model of WeChat, the probability is almost equal to zero. You can only look for opportunities from social segmentation, such as nailing in the workplace social field, and stranger and exploration in the social field of strangers. The most interesting thing is that Slogan also directly targets WeChat, "nailing is a way of working" and "WeChat, a way of life".
(4) common sentence patterns of slogans
1) appeal to value
A. "Rang …" sentence pattern
B. Unique value
2) Attraction function-… platform/tool
3) resort to practical results-… integrated solution/technical service provider
Seeing this, you will find that the cases of appealing to value are the most, indeed. It's not my intention, but in the process of collection, Slogan attracts the most value types. This also proves from the side that the method of appealing to value is most accepted by the public, and the reason behind it is that from the marketing point of view, the value level is higher than the strategy level, and the strategy level is higher than the benefit level.
Finally, what needs to be added is:
1) The slogan is not immutable. Slogan will be different at different stages of the product, mainly depending on the balance between product value and user value.
2) The demand for value is more easily perceived by users than the platform/solution. This is Alibaba's slogan, not a one-stop e-commerce platform, so that there is no difficult business in the world. However, when using the method of appealing to value to write Slogan, you need to pay attention to the connotation of the product and make sure that it can provide it, otherwise users will either think you are bragging or think you are empty and shallow.
The best slogan is that people don't know its original name is slogan, but when it comes into contact with users, it can solve the problems of users' cognition and recognition.