magine seeing hitchhikers , one holding a sign saying “Dubrovnik” and the other holding a sign saying “I’m in a hurry to meet my girlfriend” or “I’m a student and I need to get home to Zadar” . Who would you stop for first if you had to? We’re sure the latter would have aroused more sympathy in you, especially if you’ve found yourself in a similar or identical situation.
This one, the first one with a lack of knowledge about marketing, holding a sign saying "Dubrovnik" will certainly be delayed, unlike the second one, the more creative one, who is trying to "draw" drivers into his story. In other words - you need emotions!
Creating a slogan
In one of our previous blogs, we wrote about the customer profile/avatar and their needs, and it all comes down to this - guess or find out what your customer wants, thinks, and is sensitive to.
Why do we mention emotions? Because they are very important when creating slogans, advertisements, campaigns or just plain posts. Try to put yourself in “someone else's shoes” and imagine that you are suffering from the same problem and need a solution. What is the first thing you would type into a search engine? What kind of solution would you like to get? You add an appropriate epithet to the solution, et voilà !
When we take a closer look, there are too many passive headlines on websites and social media.
Most of them, unintentionally, in the desire to sell something, present themselves and their services, without offering a solution and help to a potential customer.
The key is to give them a unique solution and answer the questions you think they are asking! Be a psychologist , at least for a while!
Offer emotion.
Why are we writing all this and emphasizing emotions? Because, when iran phone number data you look a little closer, there are a lot of general marketing messages that, no matter how "catchy" they are, do not have a deeper description of the brand!
The thing is simple - stop, write, read and think about whether a sentence or phrase really describes what you do or produce.
Imagine the following scene – the elevator doors are about to close, and you need to tell the person inside something important in just a few seconds. What would you say?
Let this question become your guiding thread when creating advertising content.
Here are some examples of messages , which, as much as they reached our ears, did not actually say much about the product itself...
Negative examples
“More than” (More than electricity, More than meals, More than football, More than shipbuilding…) – true, they are easy to remember, but when you think about it a little more, it is not stated what “more” is.
"Health allies" and constructions containing the word "allies" sound passive. Of course, everything you sell for the purpose of health is an ally in the fight against disease, but the customer is looking for a solution or at least "that something" that will make him reach for yours on the shelf, instead of your competitor's product.
“Best solutions” – Advertisements that feature “best solutions” are one example of passive advertising. It is logical that you will present yourself in the best light, but let your imagination run wild and again - provide a solution to the problem! Why is your lawn mower the best? Maybe because the customer will mow the lawn with it in less than 10 minutes?
Take for example the slogans of two retail chains: “ With you through life ” and “ Just for me .” Which message evoked greater emotion in you, or, let's put it this way, which slogan is closer to what you're looking for in a store?
Positive examples
"A relationship that lasts." – an example of a memorable and creative slogan of one of the leading cement companies, Cemex. There is also emotion - a guarantee for a long relationship. They also played well with words because it is said that cement binds.
“I'm appreciated here, I shop here.” – a popular slogan for DM stores. It offers emotion, inspires trust, and is memorable – a recipe for a great slogan.
“When the heart says summer, it says Croatia!” – one of the slogans of the Croatian Tourist Board. We have all memorized it, and it convinces us that Croatia is the ideal summer destination.
“I'm hurting, Pipi” – we know what the poet wanted to say. Memorable, casual, special and with attitude.
There are many more examples, you will surely notice more of those that leave you indifferent than those that instantly delight you.
It's not easy, but try, and in the next blog we bring you tools that will help you create your advertising message.