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