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Redesign of a Ferrari product page. My first time writing Ad copy. I impressed myself. Thoughts?

Discussion in 'Advertising, Marketing, Social Media' started by ChrisV, Aug 13, 2018.

  1. ChrisV
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    ChrisV Gold Contributor Read Millionaire Fastlane I've Read UNSCRIPTED Speedway Pass

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    I’ve been trying to learn ad copy lately, so I figured I’d try to create a ferrari product page just for sh*ts and giggles. I impressed myself. What do you guys think?

    [​IMG]
     
    Last edited: Aug 13, 2018
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  2. 404profound
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    I really like the vertical flow. My only critique is the blue links kind of clash, and the video window could be bigger. Otherwise, this is awesome.
     
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  3. ChrisV
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    ChrisV Gold Contributor Read Millionaire Fastlane I've Read UNSCRIPTED Speedway Pass

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    Totally agree.. I just got lazy toward the end.

    There’s a reason for that... It’s a visual trick I use.


    See how that whole section kind of creates a ‘diamond’ shape? Everything about this is designed to work within that.

    [​IMG]

    If you make the video box bigger now it’s not longer a diamond and had a weird visual flow.

    [​IMG]

    Just a visual flow trick I use. If it were a real site that video would obviously expand.
     
  4. 404profound
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    Very interesting, that's clever.
     
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  5. rogue synthetic
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    It's a pretty piece of design.

    Does it sell?
     
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  6. ChrisV
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    ChrisV Gold Contributor Read Millionaire Fastlane I've Read UNSCRIPTED Speedway Pass

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    Considering it’s for a Ferrari 488 Pista, most likely.
     
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  7. ChrisV
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    ChrisV Gold Contributor Read Millionaire Fastlane I've Read UNSCRIPTED Speedway Pass

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    Thought of a few more clever advertising quips I could have used:

    “We know, you hate long goodbyes. Don’t worry, it will be quick.”

    [​IMG]

    I wonder if those little clever -isms actually help to sell. Considering most of the top agencies use them, I’m going to assume so.
     
  8. smark
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    Nice. The only thing you need to understand though is that these catchy slogans only work for already profitable, established brands.

    When talking about a luxury car giant like Ferrari people don't even need copy. Hell, not even a website link is needed. A high quality picture of the car speeding down a long straight is all it takes. No one needs convincing to want a Ferrari; all it takes is a reminder.

    And this is where writing copy (or structuring ads in general) for established brands differs from advertising a brand/business/company never seen before.
     
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  9. sparechange
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    Thats actually really awesome work!

    Not sure why Ferrari went downhill after the 430 though, every car is ridiculous and Lamborghini is currently kicking they're a$$, really ugly cars now. oops bit off topic
     
  10. 404profound
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    To me those are good to make light of an otherwise intimidating purchase. It kind of puts the buyer in a lighter mood.
     
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  11. sparechange
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    I doubt people that buy exotics care about money, well except the ones that fiance a used one lol
     
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    "The Best. Nothing Less." Isn't that Melania Trump's campaign for kids? "Be Best"
     
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    I think i'd wanna see more "car" in an ad. big close ups, maybe the whole background be the car.
    i guess it depends who ur marketing to, technical dudes who care about the insides, or aesthetic dudes who care about how cool it looks.
     
  14. Stargazer
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    Make America Great Again (Donald Trump)

    Make Britain Great Again (Ex Prime Minister of UK Maggie Thatcher 1950's speech)

    Fac Romam Magnam Iterum (Nobody but you never know)

    Dan
     
  15. ChrisV
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    ChrisV Gold Contributor Read Millionaire Fastlane I've Read UNSCRIPTED Speedway Pass

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    Thanks for the feedback guys!
     
  16. ChrisV
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    Not sure if that’s 100% true… for example me? I’m more of an Aston Martin Aficionado. I would definitely have to be sold on a Ferrari. Put yourself in the shoes of an supercar buyer. They may be on the fence of whether they want to trade in their 458 Italia and are looking on Ferrari’s webpage to research the newer models. I mean of course there’s some merit to the “Dude... it’s a Ferrari” argument, but I still think people research these decisions.

    But for the most part I agree.. I just wanted to try my hand at writing advertisements and he new Ferrari was just something that interested me.
     
    Last edited: Aug 14, 2018
  17. The Abundant Man
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    I'd buy an Aston Martin DB5 or DBS just so I can go up to the ladies and say,"The name's Bond...James Bond" in an expensive Tom Ford suit and Omega Seamster watch while drinking a Vodka Martini.
     
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  18. Sebastya
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    Looks good. Very apple-y
     
  19. ChrisV
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    You know, a lot of Advertising gurus tell you to sell people on the benefits, make the benefits salient, tc.. but most of the big marketing guys don’t even do that.

    Geico had a bunch of funny ads that had nothing to do with insurance for a while. Coke is usually just people smiling. Pictures Nike just shows great Athletes. IF they sold people on Benefits, Coca-cola would just say “Drink this delicious, fizzy carbonated beverage” and Nike would say “These amazing silicone insoles will make you jump 1.13x higher than the previous Nike Airmax model”.... but neither of them do that.

    From a Steve Jobs video on marketing, and how great marketers don’t try to sell you on features or even benefits (the bold parts are the applicable ones):

     
    Last edited: Aug 14, 2018
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  20. ChrisV
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    ChrisV Gold Contributor Read Millionaire Fastlane I've Read UNSCRIPTED Speedway Pass

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    Ha. Funny you noticed that because I’ve been studying Apple’s marketing strategy heavily lately, since they’re one if the best of all time.
     
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    But they are! Just because an ad does not explicitly mention the benefits of its products (or the benefits of being part of a brand) does not mean that they are not there.

    Geico is successful with its ads because it promotes a less-serious tone which makes you feel a bit better about a multi-billion dollar insurance giant. Nike is all about helping athletes do what they do best and that is what their ads represent. Coke does the same thing by showing that their product is something which is present in almost every social interaction in the world since its invention.

    The key is to communicate how you want your prospective buyers to feel when they use your product and this is not something that you can just say; you have to show it.

    Patek Phillipe has been using the same slogan and (for the most part) same ad structure for as long as I can remember.

    [​IMG]
     
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  22. ApparentHorizon
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    How important is visual flow and do you have any recommended reading on this?

    I've noticed better engagement when headlines are longer than the subheadline, rather than vice-versa.

    Your Headline Goes Here
    Buy This Now

    vs

    Your Headline Here
    Buy This Cool Trinket Now
    This popped up in my feed a few days ago:
     
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  23. W. Sabria
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    in this case, the copy gives the brand a voice, unique tone and a distinct personality. consumers consciously and/or unconsciously perceive the brand differently as a result. while any calls-to-action serve to more directly drive users to purchase/reserve/inquire the headlines and supporting copy precondition the user to connect and engage; creating likeability and curiosity.
     
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    Benefits are always there in an ad, otherwise it's just pretty pictures. Nothing against art, but it isn't selling your product.

    Benefit isn't "this cool widget does XYZ"

    Benefit is "if you buy this cool widget, your wife will love you again"

    or "you won't feel like such a loser"

    or "you'll replace the love you didn't get from dad"

    Identity and value and status are all benefits from the marketer's POV.
     
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