{"id":67316,"date":"2020-03-11T09:16:25","date_gmt":"2020-03-11T09:16:25","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=67316"},"modified":"2023-03-17T08:16:27","modified_gmt":"2023-03-17T08:16:27","slug":"6-tips-til-hvordan-du-skriver-reklameslogans-der-saelger","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/da\/business-marketing\/6-tips-for-how-to-write-advertising-slogans-that-sell\/","title":{"rendered":"6 tips til, hvordan du skriver slogans og taglines, der s\u00e6lger"},"content":{"rendered":"
<\/div>

\"Slogan\" er lidt af en catch-all term. For virksomheder kan det betyde en overskrift eller en strapline. For en politiker kan det sammenfatte en politik eller et manifest til en citerbar soundbite. Her vil vi fokusere p\u00e5 reklameslogans - de korte, men mindev\u00e6rdige linjer, der underst\u00f8tter et brand, et produkt eller en kampagne.<\/p>\n

For det f\u00f8rste skal man passe p\u00e5 med r\u00e5d om reklameslogans, der starter med at henvise til Coca-cola, Nike og McDonalds. De fleste af os arbejder ikke med et globalt brand, der har \u00e5rtiers arv at tr\u00e6kke p\u00e5. Men hvis vi har brand managers fra disse franchises, der l\u00e6ser med p\u00e5 dette tidspunkt, skal de v\u00e6re velkomne!<\/p>\n

Men hvad med et brand i udvikling, som k\u00e6mper for at definere sig selv, skabe anerkendelse og differentiere sig fra konkurrenterne? Eller et brand, der opererer i en specifik niche? Eller et business-to-business-brand? Det er klart, at vi ikke alle kan gribe slogans an p\u00e5 samme m\u00e5de som de globale brands. Forskellige udfordringer kr\u00e6ver forskellige tilgange. Og det bringer os til vores f\u00f8rste punkt:<\/p>\n

1. Eksempler p\u00e5 slogans<\/strong>: S\u00f8g inspiration alle de rigtige steder.<\/strong><\/h2>\n

For genkendelsens skyld vil mange af de slogan-eksempler, der n\u00e6vnes i denne blog, komme fra store brands. Men n\u00e5r du skal finde en reference, der kan kickstarte din kreativitet, skal du m\u00e5ske ikke kigge p\u00e5 Coca-cola, Nike og McDonalds.<\/p>\n

\"\"<\/a><\/p>\n

Se i stedet efter et brand, der var i samme situation som dig, og som tog det spring, du gerne vil tage.<\/p>\n

Du kan holde det inden for din egen branche, hvis du vil. Er der en konkurrent, som i \u00f8jeblikket klarer sig bedre end dig? Hvad siger de med deres reklameslogans?<\/p>\n

Alternativt kan du kigge l\u00e6ngere v\u00e6k. Se p\u00e5 eksempler p\u00e5 slogans fra organisationer med et lignende niveau af brandgenkendelse som dig selv, og se, hvordan det er lykkedes dem at l\u00f8fte deres profil. Hvis du er usikker p\u00e5, hvordan dit brand opfattes, kan du pr\u00f8ve at lave en markedsunders\u00f8gelse.<\/p>\n

2. V\u00e6r realistisk omkring dit brands nuv\u00e6rende status<\/strong><\/h2>\n

P\u00e5 samme m\u00e5de er det vigtigt at v\u00e6re opm\u00e6rksom p\u00e5 din brandstatus.<\/p>\n

N\u00e5r store brands taler til deres publikum, ledsages det, de siger, af en str\u00f8m af forh\u00e5ndsviden, personlige erindringer og kulturelle associationer. Denne v\u00e6gt af supplerende information er med til at skabe en kontekst omkring deres budskab.<\/p>\n

S\u00e5 n\u00e5r McDonalds siger \"I'm Lovin'It\", taler de om gode tider og burgere, uden at de beh\u00f8ver at sige det. Din hjerne udfylder hullerne for dem p\u00e5 grund af de brandassociationer, der allerede findes.<\/p>\n

N\u00e5r dit brand ikke kan prale af s\u00e5 st\u00e6rke associationer, er du n\u00f8dt til at huske p\u00e5 den manglende kontekst og v\u00e6re meget mere specifik i dit sprog.<\/p>\n

3. V\u00e6r opm\u00e6rksom p\u00e5 lavkontekst- kontra h\u00f8jkontekstsprog i slogans<\/strong>\"Indhold<\/a><\/strong><\/h2>\n

Hvis du tilbyder et nicheprodukt til et nichemarked, kan det godt v\u00e6re, at du har et f\u00e6lles ordforr\u00e5d med din m\u00e5lgruppe. I denne situation kan du m\u00e5ske bruge Sprog med h\u00f8j kontekst<\/strong> i din slogan-skrivning.<\/p>\n

Sprog med h\u00f8j kontekst<\/strong> kan henvise til f\u00e6lles oplevelser og opfattelser omkring brandet, produktet og kulturen.
\nFordele: <\/strong>N\u00e5r man har den luksus at kunne bruge den slags sprog, taler det direkte til en m\u00e5lgruppe, det er karakterfuldt og skaber genkendelighed.
\nUlemper:<\/strong> Bagsiden af medaljen er, at det kan fremmedg\u00f8re store dele af markedet, det kan virke selvtilfreds og klikedannende, og det kan hurtigt blive for\u00e6ldet.
\nEksempler p\u00e5 slogans:<\/strong><\/p>\n

\"Hej Moto\"
\n- Motorola, 2002.<\/p>\n

\"Gode ting kommer til dem, der venter\"
\n- Guinness 1996.<\/p><\/blockquote>\n

 <\/p>\n

Men hvis du er et nyt brand p\u00e5 vej ind p\u00e5 et bredere marked, taler du m\u00e5ske ikke til en t\u00e6t grupperet m\u00e5lgruppe med f\u00e6lles kulturelle erfaringer eller forudg\u00e5ende kendskab til dit brand. Under disse omst\u00e6ndigheder har du ikke r\u00e5d til at v\u00e6re den mindste smule tvetydig, s\u00e5 Sprog med lav kontekst<\/strong> er den rigtige vej at g\u00e5.<\/p>\n

Sprog med lav kontekst<\/strong> har ikke den luksus at have f\u00e6lles referencer og er n\u00f8dt til at v\u00e6re objektiv for at blive forst\u00e5et. For at citere et lavkontekst-slogan: Det skal g\u00f8re, hvad der st\u00e5r p\u00e5 d\u00e5sen.
\nFordele: <\/strong>Fordelen ved denne tilgang er, at den h\u00f8jst sandsynligt vil resultere i et slogan, der er let og universelt forst\u00e5eligt. Ofte er de bedste taglines de mest enkle.
\nUlemper:<\/strong> Ulempen er, at du m\u00e5ske m\u00e5 give afkald p\u00e5 intimitet, personlighed, humor og sk\u00e6vhed.
\nEksempler p\u00e5 slogans:<\/strong><\/p>\n

\"Sandsynligvis den bedste pilsner i verden\"
\n- Carlsberg, 1973.<\/p>\n

\"Tag en pause, tag en Kit Kat\"
\n- Kit Kat, 1958.<\/p><\/blockquote>\n

4. V\u00e6lg mellem disse tre slogan-tilgange<\/strong><\/h2>\n

N\u00e5r du har brug for et slogan og st\u00e5r over for en tom side, s\u00e5 v\u00e6lg en af disse tre typer slogans for at sikre, at du kommer godt i gang.<\/p>\n

Type 1: Hvad det er.
\n<\/strong>For eksempel:<\/strong><\/p>\n

\"Effektiv beskyttelse mod sidekollisioner\"<\/p><\/blockquote>\n

Fordele:<\/strong> Denne type slogan fungerer, fordi det er ligetil. Forsvarligt, skarpt, lav kontekst\/h\u00f8j forst\u00e5else - det er et godt sted at starte, n\u00e5r dit brand eller din kampagne er ny.
\nUlemper:<\/strong> En ulempe er, at denne tilgang ikke giver meget plads til at tilf\u00f8re karakterer. Dit slogan kan virke lidt t\u00f8rt og uden f\u00f8lelsesm\u00e6ssig appel.<\/p>\n

Type 2: Hvad den g\u00f8r.
\n<\/strong>For eksempel:<\/strong><\/p>\n

\"Reducerer sidekollisionsskader med 70%\"<\/p><\/blockquote>\n

Fordele:<\/strong> Denne evidensbaserede tilgang er effektiv, n\u00e5r den bruger fakta eller statistik til at demonstrere et USP.
\nUlemper:<\/strong> N\u00e5r der kun er tid til at fokusere p\u00e5 et enkelt USP, f\u00e5r du m\u00e5ske ikke fortalt hele historien.<\/p>\n

Type 3: Hvad det betyder.
\n<\/strong>For eksempel:<\/strong><\/p>\n

\"Sikkerhed og ro i sindet for dig og din familie\"<\/p><\/blockquote>\n

Fordele:<\/strong> Denne tilgang f\u00e5r sin styrke ved at fokusere p\u00e5 fordele og appellere til f\u00f8lelser.
\nUlemper:<\/strong> Denne tilgang kan falde til jorden, hvis sproget mangler mening, fordi det er for vagt, eller hvis publikum hellere vil se nogle kolde, h\u00e5rde fakta og beviser.<\/p>\n

S\u00e5 f\u00f8r du lader fantasien l\u00f8be l\u00f8bsk, skal du finde ud af, hvilken af disse tre typer slogan din kampagne har brug for. F\u00f8rst da kan du begr\u00e6nse dine ideer til dem, der kan l\u00f8se de specifikke udfordringer, du st\u00e5r over for.<\/p>\n

5. Brug et USP som slogan<\/strong><\/h2>\n

En m\u00e5de at lave reklameslogans p\u00e5 er at udv\u00e6lge et af dine USP'er (Unique Selling Points) og simpelthen bruge det. Denne taktik blev brugt med enorm succes af den banebrydende britiske tekstforfatter David Ogilvy. Hvis du er interesseret i tekstforfatning, er Ogilvy dybest set The Beatles, der smadrer paradigmer, revolutionerer tilgange og erobrer Amerika i processen.<\/p>\n

P\u00e5 en rundvisning p\u00e5 Dove-fabrikken i Indiana fik han at vide, at deres s\u00e6be faktisk var lavet af \"en fjerdedel fugtighedscreme\". Ogilvy tog denne simple kendsgerning og gjorde den til et af de mest holdbare produktslogans i reklamehistorien.<\/p>\n

I 1957, under lignende omst\u00e6ndigheder p\u00e5 Rolls Royce-fabrikken, fandt Ogilvy ud af, at den h\u00f8jeste lyd i deres nye model kom fra uret ved 100 km\/t. Denne enormt succesfulde reklamekampagne var f\u00f8dt:<\/p>\n

\"Rolls<\/a><\/p>\n

Det kan virke simpelt for os i dag, men ved at identificere, hvad der g\u00f8r dig speciel, og g\u00f8re det til helten i din reklamekampagne, kan du skabe og eje eksklusive og uforlignelige reklameslogans.<\/p>\n

6. Tag en popul\u00e6r s\u00e6tning og g\u00f8r den til din egen<\/strong><\/h2>\n

Et tidligt eksempel p\u00e5 denne tilgang kom i 1959, da Volkswagen vendte den popul\u00e6re s\u00e6tning \"Think Big\" om og brugte \"Think Small\" som slogan for deres Beetle-model. Den fr\u00e6kke, selvironiske tone i s\u00e6tningen passede perfekt til den beskedne motor, og resultatet blev k\u00e5ret til den bedste reklamekampagne i 20'erne.th<\/sup> \u00e5rhundrede af Ad Age<\/a>.\u00a0<\/strong><\/p>\n

\"T\u00e6nk<\/a><\/p>\n

For nylig opfandt Domino's Pizza udtrykket \"Joy Of Missing Out\" i en kampagne, der undergraver det popul\u00e6re hashtag \"FOMO\".<\/p>\n

At bruge en eksisterende s\u00e6tning er en god genvej til kontekst, fordi den udnytter et f\u00e6lles kulturelt f\u00e6nomen. Det er \u00f8jeblikkeligt mindev\u00e6rdigt, fordi kildematerialet allerede er velkendt. Desuden demonstrerer det humor, hvilket altid er en vinder.<\/p>\n

At destillere det ned<\/strong><\/h2>\n

Det var ganske vist mange ord om at skrive meget f\u00e5 ord. Men n\u00e5r det handler om at destillere essensen af det, du tilbyder, ned til en linje, m\u00e5ske endda bare to ord, er det v\u00e6rd at investere noget seri\u00f8s tid og kr\u00e6fter i at g\u00f8re det rigtigt.<\/p>\n

Frem for alt skal du huske, at dit brand m\u00e5ske ikke har den luksus at v\u00e6re abstrakt eller uklar med sine reklameslogans. Hold det enkelt og specifikt, fang opm\u00e6rksomheden, appeller til f\u00f8lelser og fokuser p\u00e5 de fordele, du giver. Hvis du kan s\u00e6tte kryds i alle disse bokse, har du et slogan, der s\u00e6lger.<\/p>\n

Uanset om dit nye slogan skal ledsage dit brandlogo p\u00e5 brevpapir til virksomheder<\/a>eller skrevet stort hen over en k\u00e6mpe Trykt banner<\/a>, Solopress<\/a> kan hj\u00e6lpe dig med at f\u00e5 dit budskab ud med print.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

\u201cSlogan\u201d is a bit of a catch-all term. For businesses it can mean a headline or a strapline. For a politician it can distil a policy or manifesto point into a quotable soundbite. Here, we\u2019re going to be focusing on advertising slogans \u2013 those brief yet memorable lines that support a brand, product or campaign. […]<\/p>\n","protected":false},"author":134,"featured_media":68617,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-67316","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"\n6 Tips For How to Write Advertising Slogans That Sell | Solopress UK<\/title>\n<meta name=\"description\" content=\"When distilling the essence of your offering down to an advertising slogan, it\u2019s worth investing time and effort getting it right. Check out our 6 tips.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/da\/markedsforing-af-virksomheder\/6-tips-til-hvordan-du-skriver-reklameslogans-der-saelger\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 Tips For How to Write Advertising Slogans That Sell | Solopress UK\" \/>\n<meta property=\"og:description\" content=\"When distilling the essence of your offering down to an advertising slogan, it\u2019s worth investing time and effort getting it right. 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