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I actually like this a lot. It’s just a clever way to say “you’re buying an heirloom."
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Free registration at the forum removes this block.Hi Chris, If this is your first attempt at copy, you've got hidden talent. From what I've read it's important to know your target. As for the car, it's probably people like me who have some experience, education and bucks. I don't know about your generation, but ours likes stories. Tell a story. You actually cracked the shell a bit w/ the "...long goodbyes..." piece. It's human, it has emotion, we can all relate to that experience, either dumping or being..., you could weave more into the fabric of the story..."she'll understand, time flies when you're having fun..." That image/story you created is brilliant copy in my humble opinion. I hope you post another of your forays into copy. Greg
I've read in a few places from the old advertising greats that selling products like Ferrari are an emotional purchase, so when you sell them you need to give them facts and such to help them justify the purchase logically.
Apples sales pages tend to do this.
Also I think some of you are confusing the ads with the sales copy. The ads get people to identify with and desire the product and brand, but when the person comes in to buy, such as insurance mentioned above or apples sales pages like I mentioned, I think you will find a lot of features, benefits and facts to try to convince you to buy or help justify an emotional purchase, whether thats a sales page or salesman.
With a brand such as Ferrari, you're really not selling the car itself as much as the image of owning a Ferrari. This thread pairs nicely with @smark's thread: The Luxury Strategy
I think it would be more effective if you were showing who the customer is. Like the Philippe Patek ad. Or a looping video/gif of the car rounding a sharp corner, etc.
I'm not going to be sold by you telling me that I work hard and don't settle for #2.
When talking about a luxury car giant like Ferrari people don't even need copy.
VW's marketing campaign in the sixties and seventies. Their marketing department was killing it back then. Might give you some good ideas.
I’ll definitely check it out!For the OP, I'd suggest you look into VW's marketing campaign in the sixties and seventies. Their marketing department was killing it back then. Might give you some good ideas.
Yes, indeed. And thank you for the mention @Merging Left. The "problem" I am trying to solve at the moment is how to build a reputation such as the one possessed by Ferrari; the solution of which will hopefully bring me financial abundance.
Ferrari hasn't gone down hill, lol I have been following the market and it has almost double it share price. I could have made some money if I had invested in to it but the cannabis market blind me from going with the Ferrari stock. lol But is doing pretty well so far.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
Yes, and I believe they're planning to increase their production volume to increase profits. I suppose @sparechange meant it from the standpoint of not liking the new designs. That's what happens though when you constantly innovate; some will love it and others will hate it.But is doing pretty well so far.
This is actually why I was so hooked into this book from the start. Since as long as I can remember I was always mesmerized by luxury goods/services; whether that was a fancy restaurant, or a powerful and beautifully-designed sports car.My suggestion is if you want to build a solid reputation as a luxury brand? You have to be a genuine consumer and lover of luxury products.
Louis Vuitton only started growing to the mega company that we now know it in the latter part of the 20th Century (long after the death of Louis Vuitton himself) and especially after one of the authors of the book "The Luxury Strategy" took over as CEO.But point being.. I don’t think that Loius Vuitton used luxury as a strategy... he just wanted to create great luxury products, in the same way Apple doesn’t make their iPhones with a particular strategy, it’s just whatever their head designer (Jonny Ives) feels is beautiful at the time.
Maybe so.360/430 were the best looking cars ever created, everything after looks like a cheap scion.
Okay, I’m sold. This is definitely a book I’d be interested in. Definitely adding it to my list.Yes, and I believe they're planning to increase their production volume to increase profits. I suppose @sparechange meant it from the standpoint of not liking the new designs. That's what happens though when you constantly innovate; some will love it and others will hate it.
This is actually why I was so hooked into this book from the start. Since as long as I can remember I was always mesmerized by luxury goods/services; whether that was a fancy restaurant, or a powerful and beautifully-designed sports car.
Louis Vuitton only started growing to the mega company that we now know it in the latter part of the 20th Century (long after the death of Louis Vuitton himself) and especially after one of the authors of the book "The Luxury Strategy" took over as CEO.
The book (referring to "The Luxury Strategy") was not meant to be some sort of outline of marketing tactics which one can employ in the hopes of their product/brand becoming luxury. Rather, what the authors did was to perform a series of case studies of all major luxury brands (including some outside the "traditional" luxury sectors such as Apple, MINI and Nespresso) and then compare those to fashion brands (self-explanatory; brands focusing on "fashionable" and not timeless goods), premium brands (great functional products; i.e. Lexus) as well as to your usual mass-consumer goods brands such as those managed by Procter&Gamble. Then, they outlined a set of rules, methods and strategies which apply to all parts of the value chain of a luxury goods/service business (both in B2C & B2B) and created a (VERY DETAILED) model of how to most efficiently create (& manage) a luxury brand.
A beautifully-designed, hedonistic product capable of delivering an ultra-comfortable experience is just one part of a luxury brand; albeit the most important one.
Of course, all this doesn't mean sh*t if your product/service does not meet the "criteria" of luxury, OR if you (and therefore your brand) are not driven by an idea or belief you have regarding the current state of the world and which your "offer" effectively communicates through whatever it is you're selling - as @ChrisV had mentioned earlier regarding billion-dollar company founders being driven by ideas.
That’s an ugly Ferrari, But I don’t think that’s representative. 458, 488. Those all weren’t bad looking cars, imo.
I’ve been trying to learn ad copy lately, so I figured I’d try to create a ferrari product page just for shits and giggles. I impressed myself. What do you guys think?
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