{"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-sfaturi-pentru-a-scrie-sloganuri-publicitare-care-sa-vanda","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/ro\/business-marketing\/6-tips-for-how-to-write-advertising-slogans-that-sell\/","title":{"rendered":"6 sfaturi pentru a scrie sloganuri \u0219i sloganuri care s\u0103 v\u00e2nd\u0103"},"content":{"rendered":"
<\/div>

\"Sloganul\" este un termen cam universal. Pentru \u00eentreprinderi, poate \u00eensemna un titlu sau un slogan. Pentru un politician, acesta poate distila o politic\u0103 sau un punct de vedere din manifest \u00eentr-un citat sonor citabil. Aici, ne vom concentra pe sloganurile publicitare - acele replici scurte, dar memorabile, care sus\u021bin o marc\u0103, un produs sau o campanie.<\/p>\n

\u00cen primul r\u00e2nd, feri\u021bi-v\u0103 de orice sfat despre sloganurile publicitare care \u00eencepe prin a face referire la Coca-cola, Nike \u0219i McDonalds. Cei mai mul\u021bi dintre noi nu lucr\u0103m cu o marc\u0103 global\u0103 care are o mo\u0219tenire de zeci de ani pe care s\u0103 se bazeze. Cu toate acestea, dac\u0103 exist\u0103 manageri de marc\u0103 din aceste francize care ne citesc \u00een acest moment, bine a\u021bi venit!<\/p>\n

Dar cum r\u0103m\u00e2ne cu un brand \u00een curs de dezvoltare care se lupt\u0103 s\u0103 se defineasc\u0103, s\u0103 se fac\u0103 recunoscut \u0219i s\u0103 se diferen\u021bieze de competitori? Sau o marc\u0103 care opereaz\u0103 \u00eentr-o ni\u0219\u0103 specific\u0103? Sau o marc\u0103 business-to-business? \u00cen mod clar, nu putem aborda cu to\u021bii sloganurile \u00een acela\u0219i mod \u00een care o fac m\u0103rcile globale. Provoc\u0103ri diferite necesit\u0103 abord\u0103ri diferite. \u0218i asta ne aduce la primul nostru punct:<\/p>\n

1. Exemple de sloganuri<\/strong>: c\u0103uta\u021bi inspira\u021bia \u00een toate locurile potrivite.<\/strong><\/h2>\n

De dragul familiarit\u0103\u021bii, multe dintre exemplele de sloganuri men\u021bionate \u00een acest blog vor proveni de la branduri mari. Dar atunci c\u00e2nd c\u0103uta\u021bi s\u0103 g\u0103si\u021bi o referin\u021b\u0103 care s\u0103 v\u0103 ajute s\u0103 v\u0103 stimula\u021bi creativitatea, poate c\u0103 nu trebuie s\u0103 v\u0103 uita\u021bi la Coca-cola, Nike \u0219i McDonalds.<\/p>\n

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

\u00cen schimb, c\u0103uta\u021bi un brand care a fost \u00eentr-o pozi\u021bie similar\u0103 cu a dumneavoastr\u0103 \u0219i care a f\u0103cut saltul pe care dori\u021bi s\u0103 \u00eel face\u021bi dumneavoastr\u0103.<\/p>\n

Dac\u0103 dori\u021bi, pute\u021bi s\u0103 o p\u0103stra\u021bi \u00een cadrul propriei industrii. Exist\u0103 vreun concurent care v\u0103 dep\u0103\u0219e\u0219te \u00een prezent? Ce spun ace\u0219tia prin sloganurile lor publicitare?<\/p>\n

Alternativ, pute\u021bi c\u0103uta mai departe. C\u0103uta\u021bi exemple de sloganuri de la organiza\u021bii cu un nivel de recunoa\u0219tere a m\u0103rcii similar cu al dvs. \u0219i vede\u021bi cum au reu\u0219it s\u0103 \u00ee\u0219i ridice profilul. Dac\u0103 nu sunte\u021bi sigur de modul \u00een care este perceput\u0103 marca dvs., \u00eencerca\u021bi s\u0103 efectua\u021bi un studiu de pia\u021b\u0103.<\/p>\n

2. Fi\u021bi realist \u00een ceea ce prive\u0219te statutul actual al m\u0103rcii dvs.<\/strong><\/h2>\n

\u00cen aceea\u0219i ordine de idei, este important s\u0103 fi\u021bi con\u0219tien\u021bi de statutul m\u0103rcii dumneavoastr\u0103.<\/p>\n

Atunci c\u00e2nd marile m\u0103rci se adreseaz\u0103 publicului lor, ceea ce spun este \u00eenso\u021bit de un torent de cuno\u0219tin\u021be anterioare, amintiri personale \u0219i asocia\u021bii culturale. Aceast\u0103 greutate de informa\u021bii colaterale ajut\u0103 la crearea unui context \u00een jurul mesajului lor.<\/p>\n

A\u0219a c\u0103 atunci c\u00e2nd McDonalds spune \"I'm Lovin'It\", vorbe\u0219te despre vremuri bune \u0219i burgeri f\u0103r\u0103 s\u0103 fie nevoie s\u0103 o spun\u0103. Mintea ta completeaz\u0103 spa\u021biile goale pentru ei datorit\u0103 asocia\u021biilor de marc\u0103 care exist\u0103 deja.<\/p>\n

Atunci c\u00e2nd marca dvs. nu se poate l\u0103uda cu asocieri at\u00e2t de puternice, va trebui s\u0103 \u021bine\u021bi cont de absen\u021ba contextului \u0219i s\u0103 fi\u021bi mult mai specific \u00een limbaj.<\/p>\n

3. Fi\u021bi con\u0219tien\u021bi de limbajul de context sc\u0103zut fa\u021b\u0103 de limbajul de context ridicat \u00een sloganuri<\/strong>\"Con\u021binut<\/a><\/strong><\/h2>\n

Dac\u0103 oferi\u021bi un produs de ni\u0219\u0103 pentru o pia\u021b\u0103 de ni\u0219\u0103, este foarte posibil s\u0103 ave\u021bi un vocabular comun cu publicul \u021bint\u0103. \u00cen aceast\u0103 situa\u021bie, este posibil s\u0103 pute\u021bi utiliza limbaj de context ridicat<\/strong> \u00een scrierea sloganului.<\/p>\n

Limbaj de context ridicat<\/strong> pot face referire la experien\u021be \u0219i percep\u021bii comune \u00een leg\u0103tur\u0103 cu marca, produsul \u0219i cultura.
\nPro: <\/strong>Atunci c\u00e2nd \u00ee\u021bi permi\u021bi luxul de a folosi acest tip de limbaj, acesta se adreseaz\u0103 direct unui grup demografic \u021bint\u0103, este plin de caracter \u0219i favorizeaz\u0103 familiaritatea.
\nContra:<\/strong> Reversul medaliei este c\u0103 poate \u00eendep\u0103rta mari segmente ale pie\u021bei, poate p\u0103rea \u00eeng\u00e2mfat, de ga\u0219c\u0103 \u0219i poate deveni foarte repede \u00eenvechit.
\nExemple de sloganuri:<\/strong><\/p>\n

\"Bun\u0103 Moto\"
\n- Motorola, 2002.<\/p>\n

\"Lucrurile bune vin la cei care a\u0219teapt\u0103\"
\n- Guinness 1996.<\/p><\/blockquote>\n

 <\/p>\n

Cu toate acestea, dac\u0103 sunte\u021bi un brand nou care intr\u0103 pe o pia\u021b\u0103 mai larg\u0103, este posibil s\u0103 nu v\u0103 adresa\u021bi unui public str\u00e2ns grupat, cu experien\u021be culturale comune sau cuno\u0219tin\u021be anterioare despre brandul dumneavoastr\u0103. \u00cen aceste circumstan\u021be, nu v\u0103 pute\u021bi permite s\u0103 fi\u021bi c\u00e2tu\u0219i de pu\u021bin ambiguu, a\u0219a c\u0103 limbaj cu context redus<\/strong> este cea mai bun\u0103 solu\u021bie.<\/p>\n

Limbaj cu context sc\u0103zut<\/strong> nu \u00ee\u0219i permite luxul de a avea referin\u021be comune \u0219i trebuie s\u0103 r\u0103m\u00e2n\u0103 obiectiv pentru a fi \u00een\u021beles. Ca s\u0103 citez un slogan cu un context redus, trebuie s\u0103 fac\u0103 ceea ce scrie pe cutie.
\nPro: <\/strong>Avantajul acestei abord\u0103ri este acela c\u0103 are cele mai mari \u0219anse de a ob\u021bine un slogan care poate fi u\u0219or \u0219i universal \u00een\u021beles. Adesea, cele mai bune sloganuri sunt cele mai simple.
\nContra:<\/strong> Partea proast\u0103 este c\u0103 s-ar putea s\u0103 trebuiasc\u0103 s\u0103 sacrifica\u021bi intimitatea, personalitatea, umorul \u0219i ciud\u0103\u021benia.
\nExemple de sloganuri:<\/strong><\/p>\n

\"Probabil cea mai bun\u0103 bere blond\u0103 din lume\"
\n- Carlsberg, 1973.<\/p>\n

\"Ia o pauz\u0103, ia un Kit Kat\"
\n- Kit Kat, 1958.<\/p><\/blockquote>\n

4. Alege\u021bi una dintre aceste trei abord\u0103ri de slogan<\/strong><\/h2>\n

C\u00e2nd ave\u021bi nevoie de un slogan \u0219i v\u0103 confrunta\u021bi cu o pagin\u0103 alb\u0103, alege\u021bi unul dintre aceste trei tipuri de sloganuri pentru a v\u0103 asigura c\u0103 porni\u021bi pe drumul cel bun.<\/p>\n

Tipul 1: Ce este.
\n<\/strong>De exemplu:<\/strong><\/p>\n

\"Protec\u021bie eficient\u0103 \u00eempotriva impactului lateral\"<\/p><\/blockquote>\n

Pro:<\/strong> Acest tip de slogan func\u021bioneaz\u0103 pentru c\u0103 este direct. Aparent u\u0219or de ap\u0103rat, clar, cu un context redus \u0219i un nivel ridicat de \u00een\u021belegere - este un punct de plecare excelent atunci c\u00e2nd marca sau campania dvs. este nou\u0103.
\nContra:<\/strong> Un dezavantaj este c\u0103 aceast\u0103 abordare nu las\u0103 mult loc pentru a injecta personaje. Sloganul dvs. poate p\u0103rea pu\u021bin cam sec \u0219i lipsit de atractivitate emo\u021bional\u0103.<\/p>\n

Tipul 2: Ce face.
\n<\/strong>De exemplu:<\/strong><\/p>\n

\"Reduce leziunile provocate de impactul lateral cu 70%\"<\/p><\/blockquote>\n

Pro:<\/strong> Aceast\u0103 abordare bazat\u0103 pe dovezi este eficient\u0103 atunci c\u00e2nd folose\u0219te fapte sau statistici pentru a demonstra un USP.
\nContra:<\/strong> Atunci c\u00e2nd ave\u021bi timp s\u0103 v\u0103 concentra\u021bi doar pe un singur USP, este posibil s\u0103 nu reu\u0219i\u021bi s\u0103 spune\u021bi \u00eentreaga poveste.<\/p>\n

Tipul 3: Ce \u00eenseamn\u0103.
\n<\/strong>De exemplu:<\/strong><\/p>\n

\"Securitate \u0219i lini\u0219te sufleteasc\u0103 pentru tine \u0219i familia ta\"<\/p><\/blockquote>\n

Pro:<\/strong> Aceast\u0103 abordare \u00ee\u0219i ob\u021bine puterea prin concentrarea asupra beneficiilor \u0219i prin apelarea la emo\u021bii.
\nContra:<\/strong> Aceast\u0103 abordare poate e\u0219ua \u00een cazul \u00een care limbajul este lipsit de semnifica\u021bie din cauz\u0103 c\u0103 este prea vag sau c\u00e2nd publicul ar prefera s\u0103 vad\u0103 fapte \u0219i dovezi concrete.<\/p>\n

A\u0219adar, \u00eenainte de a da fr\u00e2u liber imagina\u021biei, stabili\u021bi care dintre aceste trei tipuri de sloganuri este necesar pentru campania dumneavoastr\u0103. Doar atunci v\u0103 pute\u021bi limita ideile la cele care vor rezolva provoc\u0103rile specifice cu care v\u0103 confrunta\u021bi.<\/p>\n

5. Utiliza\u021bi un USP ca slogan<\/strong><\/h2>\n

O modalitate de a crea sloganuri pentru publicitate este de a selecta unul dintre punctele dvs. de v\u00e2nzare unice (USP) \u0219i de a-l folosi pur \u0219i simplu. Aceast\u0103 tactic\u0103 a fost folosit\u0103 cu un succes enorm de pionierul britanic al copywriter-ului, David Ogilvy. Dac\u0103 sunte\u021bi pasiona\u021bi de copywriting, Ogilvy este, practic, The Beatles, distrug\u00e2nd paradigme, revolu\u021bion\u00e2nd abord\u0103ri \u0219i cucerind America \u00een acest proces.<\/p>\n

\u00cen timpul unui tur al fabricii Dove din Indiana, i s-a spus c\u0103 s\u0103punul lor era de fapt f\u0103cut din \"un sfert de crem\u0103 hidratant\u0103\". Ogilvy a luat acest fapt simplu \u0219i l-a transformat \u00eentr-unul dintre cele mai durabile sloganuri de produs din istoria publicit\u0103\u021bii.<\/p>\n

\u00cen 1957, \u00een circumstan\u021be similare la fabrica Rolls Royce, Ogilvy a aflat c\u0103, la 100 km\/h, cel mai puternic zgomot din noul lor model provenea de la ceas. S-a n\u0103scut aceast\u0103 campanie publicitar\u0103 de mare succes:<\/p>\n

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

Poate p\u0103rea simplu pentru noi ast\u0103zi, dar identific\u00e2nd ceea ce v\u0103 face speciali \u0219i f\u0103c\u00e2nd din acest fapt eroul campaniei dvs. publicitare, pute\u021bi crea \u0219i de\u021bine sloganuri publicitare exclusive \u0219i inimitabile.<\/p>\n

6. Lua\u021bi o fraz\u0103 la mod\u0103 \u0219i face\u021bi-o proprie<\/strong><\/h2>\n

Un exemplu timpuriu al acestei abord\u0103ri a ap\u0103rut \u00een 1959, c\u00e2nd Volkswagen a inversat fraza popular\u0103 \"Think Big\", folosind \"Think Small\" ca slogan pentru modelul Beetle. Tonul obraznic \u0219i plin de autoironie al frazei s-a potrivit perfect cu motorul modest, iar rezultatul a fost desemnat cea mai bun\u0103 campanie publicitar\u0103 a anilor '20.th<\/sup> secol de Ad Age<\/a>.\u00a0<\/strong><\/p>\n

\"G\u00e2nde\u0219te<\/a><\/p>\n

Mai recent, Domino's Pizza a inventat expresia \"Joy Of Missing Out\" \u00eentr-o campanie care submineaz\u0103 popularul hashtag \"FOMO\".<\/p>\n

Folosirea unei fraze existente este o scurt\u0103tur\u0103 c\u0103tre context, pentru c\u0103 se bazeaz\u0103 pe un fenomen cultural comun. Este instantaneu memorabil\u0103, deoarece materialul surs\u0103 este deja bine cunoscut. \u00cen plus, demonstreaz\u0103 umor, ceea ce este \u00eentotdeauna un c\u00e2\u0219tig.<\/p>\n

Distilarea<\/strong><\/h2>\n

Recunosc, au fost multe cuvinte despre cum s\u0103 scriu foarte pu\u021bine cuvinte. Dar atunci c\u00e2nd vine vorba de a distila esen\u021ba a ceea ce oferi\u021bi \u00eentr-un singur r\u00e2nd, poate chiar \u0219i \u00een doar dou\u0103 cuvinte, merit\u0103 s\u0103 investi\u021bi timp \u0219i efort pentru a o face corect.<\/p>\n

Mai presus de toate, nu uita\u021bi c\u0103 marca dvs. nu-\u0219i poate permite luxul de a fi abstract\u0103 sau obscur\u0103 cu sloganurile sale publicitare. P\u0103stra\u021bi-l simplu \u0219i specific, atrage\u021bi aten\u021bia, apela\u021bi la emo\u021bii \u0219i concentra\u021bi-v\u0103 pe beneficiile pe care le aduce\u021bi. Dac\u0103 pute\u021bi bifa toate aceste c\u0103su\u021be, ve\u021bi avea un slogan care vinde.<\/p>\n

Fie c\u0103 noul slogan va \u00eenso\u021bi logo-ul m\u0103rcii dvs. pe papet\u0103rie de afaceri<\/a>, sau scris mare pe un imens banner imprimat<\/a>, Solopress<\/a> v\u0103 poate ajuta s\u0103 v\u0103 transmite\u021bi mesajul prin intermediul materialelor tip\u0103rite.<\/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. 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