Skip to main content

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.
Labels:

Comments

Post a Comment

Popular posts from this blog

Starbucks: Three Main Benefits For Writing Customer Name On The Cup

Whenever I order a small Starbucks coffee, I am always asked "What's your first name?" by a cashier. Even I was the only person to order, they still asked my name. Not only Starbucks, now many other bubble tea brands such as Vivi, Coco, Gong Tea also start calling customer's names. Why does Starbucks write customer name on the cup? What're the benefits to do that? Image from writingelves.com Self-Promotion In the beginning, Starbucks wrote customer names because they received too many orders. Marking down names would prevent mistakes. Later on, Starbucks found that writing names do not only improve work efficiency but also increase brand awareness.   Sometimes (most times) Starbucks spell the wrong name. You think customers will get angry? Actually no. In contrast, people feel Starbucks is not only a coffee shop but also a coffee shop with its own personality.  Image From Memeguy Some customers also make fun with Starbucks. They come up with...
11 comments
Read more

Just Eat:" No Match Is A Wrong Match"

A lot of us are struggling to find our true love. However, when we finally find the right one, the relationship may not always have a happy ending. Many people, like my parents' generation, think love is only between a man and a woman. They are very hard to accept "man-man" or "woman-woman" or couple from different cultures.  Whenever I say we should respect all kinds of relationships, my parents think I have a problem. Overall, I need to be fixed.  Because of those judgement and bias, some people have to hide their true feelings of love. They don't have enough courage to tell the truth because they think no one will  understand them. The most important, they don't want get hurt. The sponsor of Milan Pride 2019, Just Eat App  created a special love story between a slice of pizza and a pineapple. This Ad "Just Amore" is calling on everyone should have freedom choice no matter with relationship or meal. Brief Story: One...
Post a Comment
Read more

What’s to Expect: Two Limited McDonald’s Signature Crafted Burgers Are Just Launched in China

Recently, McDonald’s teamed up with superstar Nicholas Tse and star chef Ramón Freire to launch limited signature crafted burgers in China. Each star created one special burger and named after himself. This time, McDonald’s brings  “Nicholas Cool Spicy Chicken Burger” and “Ramón Crispy Beef Burger”. Nicholas Cool Spicy Chicken Burger From the McDonald Chinese Official Website Ramón Crispy Beef Burger From the McDonald Chinese Official Website In addition, McDonald’s adds limited “Honey Mustard Fries” and “Nicholas Cookies Bubble Tea” as afternoon tea choices. Honey Mustard Fries From the McDonald. CN Cookie Bubble Tea from McDonalds.cn This is not the first time for McDonald’s to team up with superstars to launch signature crafted burgers. Last year, McDonald’s teamed up with star chef Ramón Freire to create two premium burgers: “Mexico BBQ Chicken Burger” and ” Egg Beef Burger with Creamy Nut Sauce”. From Sohu News According t...
8 comments
Read more