{"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":"satan-reklam-sloganlari-yazmak-icin-6-ipucu","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/tr\/business-marketing\/6-tips-for-how-to-write-advertising-slogans-that-sell\/","title":{"rendered":"Satan sloganlar ve sloganlar yazmak i\u00e7in 6 ipucu"},"content":{"rendered":"
<\/div>

\"Slogan\" her \u015feyi kapsayan bir terimdir. \u0130\u015fletmeler i\u00e7in bir ba\u015fl\u0131k veya slogan anlam\u0131na gelebilir. Bir politikac\u0131 i\u00e7inse bir politikay\u0131 ya da manifesto noktas\u0131n\u0131 al\u0131nt\u0131lanabilir bir soundbite haline getirebilir. Burada, bir markay\u0131, \u00fcr\u00fcn\u00fc veya kampanyay\u0131 destekleyen k\u0131sa ama ak\u0131lda kal\u0131c\u0131 sat\u0131rlar olan reklam sloganlar\u0131na odaklanaca\u011f\u0131z.<\/p>\n

\u00d6ncelikle, Coca-cola, Nike ve McDonalds'a at\u0131fta bulunarak ba\u015flayan reklam sloganlar\u0131yla ilgili tavsiyelere dikkat edin. \u00c7o\u011fumuz onlarca y\u0131ll\u0131k mirasa sahip k\u00fcresel bir markayla \u00e7al\u0131\u015fm\u0131yoruz. Yine de, bu noktada bu franchise'lardan okuyan marka y\u00f6neticilerimiz varsa, ho\u015f geldiniz!<\/p>\n

Peki ya kendini tan\u0131mlamak, tan\u0131n\u0131rl\u0131k sa\u011flamak ve rakiplerinden farkl\u0131la\u015fmak i\u00e7in m\u00fccadele eden geli\u015fmekte olan bir marka? Ya da belirli bir alanda faaliyet g\u00f6steren bir marka? Ya da i\u015fletmeler aras\u0131 bir marka? A\u00e7\u0131k\u00e7as\u0131, hepimiz sloganlara k\u00fcresel markalarla ayn\u0131 \u015fekilde yakla\u015famay\u0131z. Farkl\u0131 zorluklar farkl\u0131 yakla\u015f\u0131mlar gerektirir. Bu da bizi ilk noktam\u0131za getiriyor:<\/p>\n

1. Slogan \u00f6rnekleri<\/strong>: t\u00fcm do\u011fru yerlerde ilham aray\u0131n.<\/strong><\/h2>\n

A\u015final\u0131k sa\u011flamak ad\u0131na, bu blogda bahsedilen slogan \u00f6rneklerinin \u00e7o\u011fu b\u00fcy\u00fck markalardan gelecektir. Ancak yarat\u0131c\u0131l\u0131\u011f\u0131n\u0131z\u0131 harekete ge\u00e7irecek bir referans bulmak istedi\u011finizde Coca-cola, Nike ve McDonalds'a bakmayabilirsiniz.<\/p>\n

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

Bunun yerine, sizinle benzer konumda olan ve yapmak istedi\u011finiz s\u0131\u00e7ramay\u0131 ger\u00e7ekle\u015ftiren bir marka aray\u0131n.<\/p>\n

\u0130sterseniz bunu kendi sekt\u00f6r\u00fcn\u00fcz i\u00e7inde tutabilirsiniz. \u015eu anda sizden daha iyi performans g\u00f6steren bir rakibiniz var m\u0131? Reklam sloganlar\u0131yla ne s\u00f6yl\u00fcyorlar?<\/p>\n

Alternatif olarak, daha uzaklara da bakabilirsiniz. Sizinle benzer d\u00fczeyde marka bilinirli\u011fine sahip kurulu\u015flar\u0131n slogan \u00f6rneklerine bak\u0131n ve profillerini nas\u0131l y\u00fckseltmeyi ba\u015fard\u0131klar\u0131n\u0131 g\u00f6r\u00fcn. Markan\u0131z\u0131n nas\u0131l alg\u0131land\u0131\u011f\u0131ndan emin de\u011filseniz, biraz pazar ara\u015ft\u0131rmas\u0131 yapmay\u0131 deneyin.<\/p>\n

2. Mevcut marka durumunuz hakk\u0131nda ger\u00e7ek\u00e7i olun<\/strong><\/h2>\n

Benzer bir \u015fekilde, marka stat\u00fcn\u00fcz\u00fcn fark\u0131nda olman\u0131z da \u00f6nemlidir.<\/p>\n

B\u00fcy\u00fck markalar hedef kitleleriyle konu\u015furken, s\u00f6ylediklerine \u00f6n bilgiler, ki\u015fisel an\u0131lar ve k\u00fclt\u00fcrel \u00e7a\u011fr\u0131\u015f\u0131mlardan olu\u015fan bir sel e\u015flik eder. Teminat niteli\u011findeki bu bilgilerin a\u011f\u0131rl\u0131\u011f\u0131, mesajlar\u0131n\u0131n etraf\u0131nda bir ba\u011flam olu\u015fturmaya yard\u0131mc\u0131 olur.<\/p>\n

Yani McDonalds \"I'm Lovin'It\" dedi\u011finde, bunu s\u00f6ylemesine bile gerek kalmadan iyi zamanlardan ve hamburgerlerden bahsediyor. Zaten var olan marka \u00e7a\u011fr\u0131\u015f\u0131mlar\u0131 nedeniyle zihniniz onlar i\u00e7in bo\u015fluklar\u0131 doldurur.<\/p>\n

Markan\u0131z bu kadar g\u00fc\u00e7l\u00fc \u00e7a\u011fr\u0131\u015f\u0131mlara sahip olmad\u0131\u011f\u0131nda, ba\u011flam\u0131n yoklu\u011funu g\u00f6z \u00f6n\u00fcnde bulundurman\u0131z ve dilinizle \u00e7ok daha spesifik olman\u0131z gerekecektir.<\/p>\n

3. Sloganlardaki d\u00fc\u015f\u00fck ba\u011flaml\u0131 ve y\u00fcksek ba\u011flaml\u0131 dilin fark\u0131nda olun<\/strong>\"\u0130\u00e7erik<\/a><\/strong><\/h2>\n

Ni\u015f bir pazara ni\u015f bir \u00fcr\u00fcn sunuyorsan\u0131z, hedef kitlenizle ortak bir kelime da\u011farc\u0131\u011f\u0131n\u0131 payla\u015f\u0131yor olabilirsiniz. Bu durumda \u015funlar\u0131 kullanabilirsiniz y\u00fcksek ba\u011flaml\u0131 dil<\/strong> slogan yaz\u0131m\u0131nda.<\/p>\n

Y\u00fcksek ba\u011flaml\u0131 dil<\/strong> marka, \u00fcr\u00fcn ve k\u00fclt\u00fcr etraf\u0131nda payla\u015f\u0131lan deneyimlere ve alg\u0131lara at\u0131fta bulunabilir.
\nArt\u0131lar\u0131: <\/strong>Bu t\u00fcr bir dil kullanabilme l\u00fcks\u00fcne sahip oldu\u011funuzda, do\u011frudan hedef demografiye hitap eder, karakter doludur ve a\u015final\u0131k yarat\u0131r.
\nEksiler:<\/strong> Di\u011fer taraftan, pazar\u0131n b\u00fcy\u00fck bir b\u00f6l\u00fcm\u00fcn\u00fc yabanc\u0131la\u015ft\u0131rabilir, kendini be\u011fenmi\u015f, kli\u015fe g\u00f6r\u00fcnebilir ve \u00e7ok h\u0131zl\u0131 bir \u015fekilde modas\u0131 ge\u00e7ebilir.
\nSlogan \u00f6rnekleri:<\/strong><\/p>\n

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

\"\u0130yi \u015feyler bekleyenlerin ba\u015f\u0131na gelir\"
\n- Guinness 1996.<\/p><\/blockquote>\n

 <\/p>\n

Ancak, daha geni\u015f bir pazara giren yeni bir markaysan\u0131z, ortak k\u00fclt\u00fcrel deneyimleri olan veya markan\u0131z hakk\u0131nda \u00f6nceden bilgi sahibi olan s\u0131k\u0131 gruplanm\u0131\u015f bir kitleye hitap etmiyor olabilirsiniz. Bu gibi durumlarda, en ufak bir belirsizli\u011fi bile g\u00f6ze alamazs\u0131n\u0131z. d\u00fc\u015f\u00fck ba\u011flaml\u0131 dil<\/strong> gidilecek yoldur.<\/p>\n

D\u00fc\u015f\u00fck ba\u011flaml\u0131 dil<\/strong> ortak referans l\u00fcks\u00fcne sahip de\u011fildir ve anla\u015f\u0131lmak i\u00e7in objektif kalmak zorundad\u0131r. D\u00fc\u015f\u00fck ba\u011flaml\u0131 bir slogandan al\u0131nt\u0131 yapmak gerekirse, teneke \u00fczerinde ne yaz\u0131yorsa onu yapmak zorundad\u0131r.
\nArt\u0131lar\u0131: <\/strong>Bu yakla\u015f\u0131m\u0131n faydas\u0131, kolay ve evrensel olarak anla\u015f\u0131labilecek bir sloganla sonu\u00e7lanma olas\u0131l\u0131\u011f\u0131n\u0131n y\u00fcksek olmas\u0131d\u0131r. Genellikle en iyi sloganlar en basit olanlard\u0131r.
\nEksiler:<\/strong> Dezavantaj\u0131 ise samimiyet, ki\u015filik, mizah ve tuhafl\u0131ktan \u00f6d\u00fcn vermeniz gerekebilir.
\nSlogan \u00f6rnekleri:<\/strong><\/p>\n

\"Muhtemelen d\u00fcnyan\u0131n en iyi biras\u0131\"
\n- Carlsberg, 1973.<\/p>\n

\"Bir mola ver, bir Kit Kat al\"
\n- Kit Kat, 1958.<\/p><\/blockquote>\n

4. Bu \u00fc\u00e7 slogan yakla\u015f\u0131m\u0131ndan birini se\u00e7in<\/strong><\/h2>\n

Bir slogana ihtiyac\u0131n\u0131z oldu\u011funda ve bo\u015f bir sayfa ile kar\u015f\u0131 kar\u015f\u0131ya kald\u0131\u011f\u0131n\u0131zda, do\u011fru yolda ilerledi\u011finizden emin olmak i\u00e7in bu \u00fc\u00e7 slogan t\u00fcr\u00fcnden birini se\u00e7in.<\/p>\n

Tip 1: Nedir?
\n<\/strong>\u00d6rne\u011fin:<\/strong><\/p>\n

\"Etkili yan darbe korumas\u0131\"<\/p><\/blockquote>\n

Art\u0131lar\u0131:<\/strong> Bu t\u00fcr bir slogan i\u015fe yarar \u00e7\u00fcnk\u00fc basittir. Savunulabilir, sade, d\u00fc\u015f\u00fck ba\u011flaml\u0131\/y\u00fcksek anla\u015f\u0131l\u0131r - markan\u0131z veya kampanyan\u0131z yeni oldu\u011funda ba\u015flamak i\u00e7in harika bir yerdir.
\nEksiler:<\/strong> Bu yakla\u015f\u0131m\u0131n bir dezavantaj\u0131 da karakter eklemek i\u00e7in \u00e7ok fazla alan b\u0131rakmamas\u0131d\u0131r. Slogan\u0131n\u0131z biraz kuru ve duygusal \u00e7ekicilikten yoksun g\u00f6r\u00fcnebilir.<\/p>\n

Tip 2: Ne i\u015fe yarar.
\n<\/strong>\u00d6rne\u011fin:<\/strong><\/p>\n

\"Yan darbe yaralanmalar\u0131n\u0131 70% oran\u0131nda azalt\u0131r\"<\/p><\/blockquote>\n

Art\u0131lar\u0131:<\/strong> Bu kan\u0131ta dayal\u0131 yakla\u015f\u0131m, bir USP'yi g\u00f6stermek i\u00e7in ger\u00e7ekleri veya istatistikleri kulland\u0131\u011f\u0131nda etkilidir
\nEksiler:<\/strong> Yaln\u0131zca tek bir USP'ye odaklanmak i\u00e7in zaman\u0131n\u0131z oldu\u011funda, hikayenin tamam\u0131n\u0131 anlatamayabilirsiniz.<\/p>\n

Tip 3: Ne anlama geliyor?
\n<\/strong>\u00d6rne\u011fin:<\/strong><\/p>\n

\"Siz ve aileniz i\u00e7in g\u00fcvenlik ve huzur\"<\/p><\/blockquote>\n

Art\u0131lar\u0131:<\/strong> Bu yakla\u015f\u0131m g\u00fcc\u00fcn\u00fc faydalara odaklanmaktan ve duygulara hitap etmekten al\u0131r.
\nEksiler:<\/strong> Bu yakla\u015f\u0131m, dil \u00e7ok mu\u011flak oldu\u011fu i\u00e7in anlamdan yoksunsa veya dinleyiciler baz\u0131 so\u011fuk ger\u00e7ekleri ve kan\u0131tlar\u0131 g\u00f6rmeyi tercih ediyorsa ba\u015far\u0131s\u0131z olabilir.<\/p>\n

Dolay\u0131s\u0131yla hayal g\u00fcc\u00fcn\u00fcz\u00fc serbest b\u0131rakmadan \u00f6nce kampanyan\u0131z\u0131n bu \u00fc\u00e7 slogan t\u00fcr\u00fcnden hangisine ihtiyac\u0131 oldu\u011funu belirleyin. Ancak o zaman fikirlerinizi kar\u015f\u0131la\u015ft\u0131\u011f\u0131n\u0131z belirli zorluklar\u0131 \u00e7\u00f6zecek fikirlerle s\u0131n\u0131rland\u0131rabilirsiniz.<\/p>\n

5. Bir USP'yi slogan olarak kullan\u0131n<\/strong><\/h2>\n

Reklam sloganlar\u0131 yaratman\u0131n bir yolu da USP'lerinizden (Benzersiz Sat\u0131\u015f Noktalar\u0131) birini se\u00e7ip sadece onu kullanmakt\u0131r. Bu taktik, \u00f6nc\u00fc \u0130ngiliz metin yazar\u0131 David Ogilvy taraf\u0131ndan muazzam bir ba\u015far\u0131yla kullan\u0131lm\u0131\u015ft\u0131r. E\u011fer metin yazarl\u0131\u011f\u0131yla ilgileniyorsan\u0131z, Ogilvy paradigmalar\u0131 y\u0131kan, yakla\u015f\u0131mlarda devrim yaratan ve bu s\u00fcre\u00e7te Amerika'y\u0131 fetheden The Beatles'\u0131n ta kendisidir.<\/p>\n

Indiana'daki Dove fabrikas\u0131n\u0131 gezerken kendisine sabunlar\u0131n\u0131n asl\u0131nda \"d\u00f6rtte bir nemlendirici kremden\" yap\u0131ld\u0131\u011f\u0131ndan bahsedildi. Ogilvy bu basit ger\u00e7e\u011fi ald\u0131 ve reklamc\u0131l\u0131k tarihinin en kal\u0131c\u0131 \u00fcr\u00fcn sloganlar\u0131ndan birine d\u00f6n\u00fc\u015ft\u00fcrd\u00fc.<\/p>\n

1957'de Rolls Royce fabrikas\u0131nda benzer ko\u015fullar alt\u0131nda Ogilvy, yeni modellerinde saatte 60 mil h\u0131zla giderken en y\u00fcksek sesin saatten geldi\u011fini \u00f6\u011frendi. Bu son derece ba\u015far\u0131l\u0131 reklam kampanyas\u0131 do\u011fdu:<\/p>\n

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

Bug\u00fcn bize basit gelebilir, ancak sizi \u00f6zel k\u0131lan \u015feyi belirleyerek ve bu ger\u00e7e\u011fi reklam kampanyan\u0131z\u0131n kahraman\u0131 haline getirerek, \u00f6zel ve taklit edilemez reklam sloganlar\u0131 yaratabilir ve bunlara sahip olabilirsiniz.<\/p>\n

6. Trend olan bir ifadeyi al\u0131n ve kendinize ait hale getirin<\/strong><\/h2>\n

Bu yakla\u015f\u0131m\u0131n ilk \u00f6rneklerinden biri 1959 y\u0131l\u0131nda Volkswagen'in pop\u00fcler \"B\u00fcy\u00fck D\u00fc\u015f\u00fcn\" ifadesini tersine \u00e7evirerek Beetle modelinin slogan\u0131 olarak \"K\u00fc\u00e7\u00fck D\u00fc\u015f\u00fcn \"\u00fc kullanmas\u0131yd\u0131. \u0130fadenin ars\u0131z, kendini k\u00fc\u00e7\u00fcmseyen tonu m\u00fctevaz\u0131 motorla m\u00fckemmel bir uyum sa\u011flam\u0131\u015f ve sonu\u00e7 20. y\u00fczy\u0131l\u0131n en iyi reklam kampanyas\u0131 se\u00e7ilmi\u015ftir.inci<\/sup> y\u00fczy\u0131l taraf\u0131ndan Ad Age<\/a>.\u00a0<\/strong><\/p>\n

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

Yak\u0131n zamanda Domino's Pizza, pop\u00fcler \"FOMO\" etiketini alt\u00fcst eden bir kampanyayla \"Joy Of Missing Out\" ifadesini ortaya att\u0131.<\/p>\n

Mevcut bir ifadeyi kullanmak, payla\u015f\u0131lan bir k\u00fclt\u00fcrel olguya dokundu\u011fu i\u00e7in ba\u011flam\u0131 yakalamak i\u00e7in harika bir kestirme yoldur. Kaynak malzeme zaten iyi bilindi\u011fi i\u00e7in an\u0131nda ak\u0131lda kal\u0131r. Ayr\u0131ca, her zaman kazanan olan mizah\u0131 da ortaya koyar.<\/p>\n

Dam\u0131tmak<\/strong><\/h2>\n

Ku\u015fkusuz bu, \u00e7ok az kelime yazmakla ilgili \u00e7ok fazla kelimeydi. Ancak, sundu\u011funuz \u015feyin \u00f6z\u00fcn\u00fc tek bir sat\u0131ra, hatta belki sadece iki kelimeye indirgemek s\u00f6z konusu oldu\u011funda, bunu do\u011fru yapmak i\u00e7in ciddi bir zaman ve \u00e7aba harcamaya de\u011fer.<\/p>\n

Her \u015feyden \u00f6nce, markan\u0131z\u0131n reklam sloganlar\u0131yla soyut veya belirsiz olma l\u00fcks\u00fcne sahip olmayabilece\u011fini unutmay\u0131n. Basit ve spesifik tutun, dikkat \u00e7ekin, duygulara hitap edin ve sa\u011flad\u0131\u011f\u0131n\u0131z faydalara odaklan\u0131n. T\u00fcm bu kutular\u0131 i\u015faretleyebilirseniz, satan bir slogan\u0131n\u0131z olacakt\u0131r.<\/p>\n

Yeni slogan\u0131n\u0131z\u0131n marka logonuza e\u015flik edip etmeyece\u011fi i\u015f k\u0131rtasiye malzemeleri<\/a>veya b\u00fcy\u00fck bir alana b\u00fcy\u00fck harflerle yaz\u0131lm\u0131\u015f bask\u0131l\u0131 afi\u015f<\/a>, Solopress<\/a> mesaj\u0131n\u0131z\u0131 bask\u0131 yoluyla duyurman\u0131za yard\u0131mc\u0131 olabilir.<\/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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