Oct 25

Is it your aim to sell?

Posted by Packaging Sense in Advertising | Uncategorized

Being a consultant is great. You learn to know new people every day and you have the chance to analyse how brand managers and designers ‘operate’ together. What strikes me most is their apparent lack of interest in making  the pack, the ad or the POS really SELLING the product!

I think that many brand managers are too company-centered and believe that just a big brand will do the job.

Many designers’ main interest is to design a ‘nice pack’ according to their own perception. So what I teach mostly these days is the copywriting part of efficient communication.

The other day, when looking for inspiration, I fell on a website called WordStream where I borrowed some ideas. Here are four examples:

  1. Give the consumer a reason why she should buy your product;
  2. Use words that provoke emotion or enthusiasm;
  3. Don’t be afraid to be more creative and, above all, surprise!
  4. Use numbers when possible, as they are instantly understood.

I’ll give here some examples in order to change information into communication:

  1. from “NEW” to “finally available”
  2. from “free” to FREEE!!
  3. from 38g to 10 pieces
  4. from “reduction” to “save now”
  5. from “offer” to “buy now”
  6. from “guarantee to

LW/October 2016

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