Why Don't Luxury Brands Like Copywriting?

Many brands like to write ads content to promote the product benefits or ask people to take action.  No matter online or offline ads, they all like to deliver message to people. It seems that the more information brands give, the more likely people will buy.

There is one kind of brands doesn't like to or never write copywriting at all. They are luxury brands. It is hard to find their ads everywhere.   Even you find their ads, the ads only show brand name or only few words such as product name.

Why don't luxury brands write copywriting? Because Luxury Brands:

Sell "Feeling"

Many popular brands usually focus on product features and benefits. The goal of those ads is to tell people their products (services) can solve problems or meet customer's needs. Therefore, they like to write those useful message in the ads. 

However, Luxury brands are different. They sell feelings. They focus on customer's social psychological needs. They never write long message to describe their products because they don't need to. 

From Google Image

Most customers buy their product because the brand history and story, special design, and product material. The most importantly, customers buy luxury products because those products make people feel special and powerful. 

Prefer Visual Arts

Copywriting ads and Visual ads have different advantages.

Copywriting ads can describe products or services more specifically and accurately. Brands can write content to describe brand positioning, brand attitudes, and product features and benefits.

Visual arts are more likely to express a certain scenes and experience. They can bring people emotional feelings that words can't give. Luxury brands believe that the less content, the stronger the atmosphere created by the brand, the higher impact. 

Control Ads Exposure In Purpose

E-Commerce is getting more and more competitive. Brands are fighting on online ads place. They invest a lot money to put their ads on the best position on popular web pages. Marketers think the more ad exposure, the better the result.

However, luxury brands seem to control ads exposure in purpose. They don't want their ads to show anywhere. They have special preference on paper media such as high-end magazine or newspaper.   

From Google Image

Luxury brands only target on a small group people who have high standard of living and high income. The promotion idea of luxury brands is that "things are rare and special, so they are expensive". To maintain the high-end sense of the brand, it is necessary to control ad exposure. 

Overall, luxury brands prefer to use visual arts to build emotional connection with people. They want to meet people's social psychological needs and make them feel special. Many luxury brands are also doing digital marketing now. In digital ads, they still prefer less words, but they get more influence. Less is More.