深圳商场标识设计--请使用者背书

      被称为美国广告界巨人,世界级广告代理商奥美集团的创办人大卫·奥格威( David Ogilvy),就曾说过这段话: 

     “商场标识设计文案一定要随时附上推荐文。对读者来说,比起匿名文案人员的大力赞赏,他们更愿意接受和自己站在同一阵线的消费者伙伴的推荐。”(《一个广告人的自白》)   接下来,就以假设要为商品制作传单来练习。

        无论写出多么吸睛的文案,罗列多少华丽辞藻,接收方都不愿意无条件相信广告内容。这时,就试着刊登与接收方站在相同立场的使用者的心声吧!如此一来,就能提高获取信任的可能性。

       不过,利用使用者心声的宣传也必须注意几点事项。许多刊登使用者心声的广告都是令人存疑的商品。正因为这些商品得不到消费者的信任,文案才会夸大商品功效。

       因此,若是过度赞赏产品或服务,往往难以得到消费者的信任。重点就在这里。以结果来看,包含负面消息在内,若能诚实地说出使用者的心声,较能获取信任。若要运用此技巧,就必须更加留意上述几点。

      David Ogilvy, known as the giant of American advertising industry and the founder of Ogilvy group, a world-class advertising agency, once said this:

      "The copy must always be accompanied by references. For readers, they are more willing to accept the recommendation of their consumer partners who are on the same front as their own rather than the strong praise of anonymous copywriters. " (confession of an advertiser)

      Next, let's practice with the assumption that you want to make a flyer for your product.

      No matter how eye-catching the copy is written and how many gorgeous words are listed, the receiver is not willing to unconditionally believe the content of the advertisement. At this point, try to publish the voice of users who are in the same position as the receiver. In this way, the possibility of gaining trust can be improved.

      However, we must pay attention to several points in the publicity of using the voice of users. Many of the advertisements that carry the voice of users are questionable products. It is precisely because these commodities cannot be trusted by consumers that copywriters exaggerate the effectiveness of commodities.

     Therefore, if the product or service is over appreciated, it is often difficult to win the trust of consumers. That's the point. As a result, it is more likely to gain trust if the user's voice is told honestly, including negative news. If you want to use this technique, you must pay more attention to the above points.