被稱為美國廣告界巨人,世界級廣告代理商奧美集團(tuán)的創(chuàng)辦人大衛(wèi)·奧格威( David Ogilvy),就曾說過這段話: 

     “商場標(biāo)識設(shè)計文案一定要隨時附上推薦文。對讀者來說,比起匿名文案人員的大力贊賞,他們更愿意接受和自己站在同一陣線的消費(fèi)者伙伴的推薦。”(《一個廣告人的自白》)   接下來,就以假設(shè)要為商品制作傳單來練習(xí)。

        無論寫出多么吸睛的文案,羅列多少華麗辭藻,接收方都不愿意無條件相信廣告內(nèi)容。這時,就試著刊登與接收方站在相同立場的使用者的心聲吧!如此一來,就能提高獲取信任的可能性。

       不過,利用使用者心聲的宣傳也必須注意幾點事項。許多刊登使用者心聲的廣告都是令人存疑的商品。正因為這些商品得不到消費(fèi)者的信任,文案才會夸大商品功效。

       因此,若是過度贊賞產(chǎn)品或服務(wù),往往難以得到消費(fèi)者的信任。重點就在這里。以結(jié)果來看,包含負(fù)面消息在內(nèi),若能誠實地說出使用者的心聲,較能獲取信任。若要運(yùn)用此技巧,就必須更加留意上述幾點。

      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.