The advertisement approach

[Anonymous]

Just wondering how to do you feel about the below wording if it were to be used to promote BK's Victory horsehides.
Do you like it? or you don't? Your honest opinion/valuable feedback counts. Please let me know.


"A Sophisticated Consumer is A Customer of Ours.

We felt a kind of frustration. That was the beginning.
The market was flooded with so many products and
people seemed to enjoy the abundance.
Weren't we all blinded by the showiness of those things?
We had to say "NO" to them. It was time for the
"Real Thing". We have developed a "New Ultimate."
It was born out of our relentless search for authenticity
regardless of cost. The material is genuine.
The details are faithful. We guarantee to make all of
our products the same way. We promise you 'll find
a new life style. Yes, it is the finest."

 

[John Lever]

Sorry but it sounds corny to me.

 

[Anonymous]

thanks
more please
anyone else?

 

[Anonymous]

speak freely, we will not argue, I will listen only

 

[flyboy]

Too much! You are trying too hard.
As a pro (I make my living in advertising) I would say, skip some of it.
Go from ".... enjoy the abundance" to "It was time for the real thing..."
And drop the two last sentences to end it with: "We guarantee to make all of our products the same way."
Just my thoughts. Now - where can I send the bill?

 

[John Lever]

Or just say 'as worn by Bruce Willis '

 

[foster]

I agree, it is to excess.

Less is more. Short, succinct, and sweet is good.

A quality product will advertise itself better than any thoughtful combination of words.

 

[Otter]

Reads as if it was translated from another language, kind of clunky.

"All your base are belong to us!"

 

[ButteMT61]

Reads as if it was translated from another language, kind of clunky.

"All your base are belong to us!"

Exactly.

Ask yourself this. What does Good Wear leather say in their advertising? Not much, right? Why does GW have a 1.5 year wait on jackets? They make the best. Aero I believe also sells everything they can make. What's their campaign like? I have no clue. I don't see either of them worrying about wordsmithing here or elsewhere.

Products and happy customers sell. It really is that simple.

 

[JDAM]

Have you done any market research?

 

[bseal]

This is pretty cool, perhaps as a reference point. Shhh, keep it on the real down low 'cause they aggressively go after anyone who quotes them though:

Be most wary of so-called "Non-Commercial," "Information Only," "Here to help you" web sites, chat groups, etc. Run by self-appointed "experts," these are usually manufacturer shills. _______ ______ does not participate in or sanction such activity. We have no proxies doing our work for us -- ____ ______ jackets sell themselves.

THE INTERNET MAKES FRAUD PAINLESS AND CHEAP. WITH FREEDOM COME ABUSERS. THOSE WITH HIDDEN AGENDAS HAVE THINGS TO HIDE.
THE UNWARY AND GULLIBLE WILL PAY THE PRICE.
CONTACT US IF YOU HAVE QUESTIONS.

 

[Anonymous]

thank you all for your comments so far.
please feel free to continue

 

[John Lever]

This is pretty cool, perhaps as a reference point. Shhh, keep it on the real down low 'cause they aggressively go after anyone who quotes them though:

Be most wary of so-called "Non-Commercial," "Information Only," "Here to help you" web sites, chat groups, etc. Run by self-appointed "experts," these are usually manufacturer shills. _______ ______ does not participate in or sanction such activity. We have no proxies doing our work for us -- ____ ______ jackets sell themselves.

THE INTERNET MAKES FRAUD PAINLESS AND CHEAP. WITH FREEDOM COME ABUSERS. THOSE WITH HIDDEN AGENDAS HAVE THINGS TO HIDE.
THE UNWARY AND GULLIBLE WILL PAY THE PRICE.
CONTACT US IF YOU HAVE QUESTIONS.

You just ' Lost 'me....

 

[bseal]

Again, the closer to this, the better:

Do as much HOMEWORK as you can. Speak to others, speak to us. Read this, then read others. (Sometimes reading theirs is reading ours, as the often "borrowed" and paraphrased from this site indicate! The English is a bit different, though -- more phonetic.) Phone rates are cheap now. You decide who seems to know the most. You decide whom you think would be best to patronize. If you seek a Trekkie-like e-club of nerdy "basement bombardiers," to perpetuate myths and absurdities of the ignorant and dishonest, it ain't us. If, say, you're in the market for a jacket that needs to fit a certain budget and doesn't need to be a virtual time capsule to the ____ ______ of the American past, we won't try to sell you our stuff because it's not what you're looking for. If you're looking, say, for a flight jacket with convenience or insulation features not found in the original design, you must shop elsewhere. Plenty of times we get calls from folks who want an A-2 or motorcycle jacket in something soft, like Lambskin, or even bogus Horsehide (tanned to distress and antique immediately out of the box, unlike originals), or oversized, like everything in every mall. We tell them to go elsewhere, because they won't understand or appreciate what we offer. Ours is specialist, not mass market, clothing. For the few, not the herd. Moreover, customers who might go elsewhere for their initial purchases based on cost or confusion inevitably seem to return to ____ ______ at some later time. When they've learned.

 

[zhz44]

Keep it short, don't be aggressive, just so we made good products.

 

[Vcruiser]

Again, the closer to this, the better:

Do as much HOMEWORK as you can. Speak to others, speak to us. Read this, then read others. (Sometimes reading theirs is reading ours, as the often "borrowed" and paraphrased from this site indicate! The English is a bit different, though -- more phonetic.) Phone rates are cheap now. You decide who seems to know the most. You decide whom you think would be best to patronize. If you seek a Trekkie-like e-club of nerdy "basement bombardiers," to perpetuate myths and absurdities of the ignorant and dishonest, it ain't us. If, say, you're in the market for a jacket that needs to fit a certain budget and doesn't need to be a virtual time capsule to the ____ ______ of the American past, we won't try to sell you our stuff because it's not what you're looking for. If you're looking, say, for a flight jacket with convenience or insulation features not found in the original design, you must shop elsewhere. Plenty of times we get calls from folks who want an A-2 or motorcycle jacket in something soft, like Lambskin, or even bogus Horsehide (tanned to distress and antique immediately out of the box, unlike originals), or oversized, like everything in every mall. We tell them to go elsewhere, because they won't understand or appreciate what we offer. Ours is specialist, not mass market, clothing. For the few, not the herd. Moreover, customers who might go elsewhere for their initial purchases based on cost or confusion inevitably seem to return to ____ ______ at some later time. When they've learned.

Sounds like a rich bubbling Stu....

 

[Silver Surfer]

yup, sure does sound like stu hooey. rhymes with......

 

[bseal]

You've got to go full Don Draper:

"The flight jacket that pushed us into manufacturing -- because nothing existed to satisfy our strict requirements as collectors and historians. The jacket that first made our reputation -- for the A-2 is a formidable challenge. Always. Every material and component used between the 1931 introduction through its WWII issue no longer exists. Everything must be recreated, from the ground up. The challenge is enormous, daunting. Painful to describe. Yet when one understands and appreciates these complexities he marvels at our accomplishment. And understands the price, which is quite reasonable given the task."

Enormous, daunting, painful... that's what she said.


"You’ll realize in your private life that at a certain point seduction is over and force is actually being requested.”

-Don Draper

Mad Men
Season one, The Hobo Code

 

[Peter Graham]

"A Sophisticated Consumer is A Customer of Ours." That's the worst line but the rest is not far off. Are you trying to sell BMW's to white trash SKY TV salesmen or copies of a utility garment to enthusiasts ?

 

[JDAM]

speak freely, we will not argue, I will listen only

I understand the basic ad-man thinking behind this but you might be better off rewinding and engaging on some fundamentals. Before crafting a communications campaign you should invest in mapping and assessing your market. Define your target audience and the rest will come. Graham's point is an important one. Who do you wish to sell to? A detail that impresses someone on VLJ might mean nothing or seem anal to the man on the street. Who is Bill Kelso? What do you offer? A named brand? What does that name say? Value for money, consistency, or the finest jackets on the market etc.? There are some divergent views on your product and that is a reflection of where you are placed in the market - TBD.