The word “appeal” is often heard in business and
marketing
. What exactly does “appeal” mean and how is it used? We will explain the meaning and usage of the word “appeal” from a marketing perspective.
What is appeal?
First, let’s take a look at the meaning of the word appeal.
Meaning of appeal
“Appeal” has two meanings:
① To make a clear request.
② Appeal to consumer desires through advertising and publicity.
Source: Selected Japanese Dictionary
As the word suggests, the word “appeal” originally meant “to appeal to” or “to ask for,” but nowadays it is mainly used as a marketing term.
The meaning of appeal in marketing
In marketing, it is used to mean “using advertisements and promotions to persuade consumers to purchase a product or service.” It means approaching consumers in order to get them to buy a product or service.
How to use appeals
We will explain how the word “appeal” is actually used, along with its meaning, usage, and synonyms. “Appeal” is sometimes used as is, such as “to appeal,” but it is also often used in combination with other words, as shown below.
All of these words are often used in business and marketing, so be sure to memorize them.
Example sentences using appeal
Now, let’s take a look at how the word “appeal” is used in actual conversations and business situations.
As you can see, the word “appeal” is used a lot in business settings.
Synonyms of appeal
As a synonym for appeal, “appeal” is probably the easiest to understand and use.
“Appeal” in marketing is a limited term used to stimulate consumers’ desire to purchase and ultimately aim for the consumer to “purchase” on their own. Therefore, since there are not many synonyms, it is better to use the word “appeal” as is in business settings.
English expression of appeal
English expressions for appeal include “appeal” and “promote.”
[Example] The new design looks more appealing than the old one.
The new design seems more appealing than the previous one.
[Example] We want to use this ad to promote our products to families.
With this advertisement, we would like to appeal our products to families.
Tips for creating appealing points
In order to get your target consumers to buy your products and services, you need to make effective appeals. Let’s take a look at the key points to make an effective appeal.
We will explain the important points of appeal using the example of “Lyzap”, a famous company in the diet industry.
Highlight your company’s unique strengths
The first point is to highlight your company’s unique strengths. What kind of products do you find attractive and want to buy?
Rather than a product that can be found anywhere, you would probably want a product that has unique strengths and technology and added value that cannot be easily imitated by other companies. The private gym “Ryzap” was successful because it excelled in this aspect.
We are differentiating ourselves from other companies by offering unique appeals such as “You can definitely lose weight” and “Full refund if you can’t lose weight” in response to
the
needs of many people, such as dieting. I am fulfilling my role. The key is to appeal to needs that many people are likely to have, but that the competition hasn’t addressed yet.
Tell them what will happen if you purchase the product/service
The second point is to convey the future that can be gained by purchasing. Consumers are thinking about what they can achieve by purchasing a product or service, even if they are not consciously aware of it.
Taking the example of RIZAP, the appeal of RIZAP focused on what would happen after purchasing the product, such as “Using RIZAP for 3 months will help you lose 10 kg.”
It is important to promote the service by saying, “If you use this product, you will become ○○,” rather than “We provide thorough dietary guidance and scientific training” or “This product is ○○.” is.
By the way, RIZAP has further increased its appeal by launching a TV commercial based on this perspective. By showing before and after videos that can be understood at a glance, we were able to help consumers imagine the future.
Target your approach
The third point is to target your approach.
A typical example of a failed appeal is when you give off a sense of “one size fits all.” For example, you are much more likely to buy a drug if you tell people who have a cold that it will cure your cold, or if you have a headache that it will cure your headache, than if you say that it can cure any symptoms. It’s going up.
As reflected in the concept of “committed to results,” RIZAP was successful in appealing to people who want to lose weight even if it is a little difficult. If we made vague claims that “anyone can lose weight,” no one would have paid attention to us.
People are more attracted to someone when they are told that they can do this than anyone else, rather than when they are told that they can do anything.
Points to note when creating appealing points
No matter how much you want to increase sales of your company’s products or services, you must not use exaggerated expressions, false expressions, or excessively provocative expressions. When it comes to advertisements promoting products and services, the contents of advertisements are strictly restricted by the Consumer Affairs Agency’s Act on Premiums and Representations.
Advertising that exceeds this limit is illegal and may be subject to penalties. The main point to keep in mind is “prohibition of misrepresentation.” There are three main types of this misrepresentation:
Excellent misidentification display
“Misrepresentation of superiority” refers to misrepresentation regarding the quality, standards, content, etc. of products and services. For example, a display that misleads customers into believing that your company’s products and services are significantly better than those of other companies. This applies to so-called exaggerated expressions and exaggerated expressions.
Favorable misrepresentation
“Advantageous misrepresentation” refers to misrepresentation regarding the price of products or services, transaction conditions, etc. For example, this is a display that makes it appear that the transaction terms are advantageous to the customer, such as by setting and presenting the price of a product or service at an extremely low price only on the surface.
This applies to displays that mislead customers into believing that your company is the cheapest, when in fact the total price is higher than other companies. In addition, “double price display”, in which other companies’ prices are listed together to promote one’s own superiority, is also included in one type of favorable misleading display.
Other indications that may be misunderstood
“Other indications that may cause misunderstanding” fall under the category of misrepresentations designated by the Prime Minister. There are mainly six notifications stipulated below.
1. Labeling of non-fruit juice soft drinks, etc.
2. Misrepresentation regarding the country of origin of the product
3. Misrepresentation of consumer credit financing costs
4. Notice regarding real estate decoy advertisements
5. Information regarding decoy advertisements
6. Misrepresentation regarding paid nursing homes
These have been specially designated by the Prime Minister as they are particularly likely to be misidentified by general consumers.
Eight effective appeal axes
In order to make an effective appeal, let’s take a look at commonly used appeal techniques.
Price appeal
This method appeals to customers who value price, and is effective for customers who want to buy as cheaply as possible. Emphasize that you can offer a product at a lower price by comparing it to other companies’ prices or your own regular price.
Price appeals can also be used in conjunction with “limited appeals,” which will be explained next. For example, “Last big sale of the year!”, “50% off now!”, etc.
■Price appeal phrase collection
| Appealing the low price | Super cheap, cheap, special price, super special price, free, shock price, super price, shock price, support price, service price, challenge price, appreciation price, value price, bargain price, reasonable price, affordable price, Fixed price・Lowest price in the area・◯Anniversary special price・◯Anniversary price・Opening commemorative price・Compete on low prices・Just cheap・Thoroughly cheap・Sold out・Settlement |
| Appeal with sales | Bargain sale, Special price sale, Super special sale, Half price sale, Thorough sale, Limited time sale, Reduction sale, Full sale sale, Final disposal sale, Large release sale, Time sale, ◯ Anniversary sale, Opening sale, Super price sale, Service sale/Yoridori sale |
| Highlight the discount rate | Discount, half price, less than half price, ◯% OFF, ◯ yen or less, ◯ yen discount, ◯ yen discount |
Limited appeal
This method emphasizes scarcity by limiting the period and quantity, and aims to speed up purchasing decisions. This has the effect of making the target customer feel like “I have to buy it soon!”
There are four types of limited appeals: “Limited time,” “Limited quantity,” “Region limited,” and “Target limited.” Let’s take a look at each limited appeal.
Limited appeal 1: Limited time only
Limit the period of sale of your product to emphasize its rarity. For example, “Limited time only until November 30th”, “Christmas only”, etc.
Research has shown that the shorter the time limit, such as “now only” or “today only”, the faster the final purchase decision will be made.
Limited appeal 2: Limited quantity
Limit the amount of products you sell to emphasize scarcity. For example, “Quantity limited to 100 pieces”, “Limited to first 10 people”, etc.
It is said that customers find the product more attractive when their favorite product is available in limited quantities and when it is not.
Limited appeal 3: Region limited
Limit the places where your products are sold to emphasize their rarity. For example, “Okinawa prefecture only”, “Kansai area only”, etc.
This is a marketing method often seen on food products and souvenirs, and can often be found at souvenir shops when traveling. In addition to regional restrictions, restrictions such as “online only,” “store only,” and “live venue only” are also possible.
Limited appeal 4: Target limited
Emphasize rarity by limiting the audience to whom you sell your products. For example, “only for women in their 20s”, “members only campaign”, etc.
Limitations are made based on customer attributes such as age, gender, and occupation, as well as customer grade. By limiting the target audience, it creates a sense of specialness and makes it easier to purchase.
■Limited appeal phrase collection
| period | Limited time only, today only, first time limited, ◯ day only, until ◯ day, limited for the rest of this week, limited for the rest of this month, once in 〇〇, now is your chance, end is approaching |
| quantity | Limited quantity / Limited stock / Limited stock / ◯ Limited / ◯ Limited / Limited quantity |
| place | Limited to our store, limited to area, limited to 〇〇 area, limited to stores, limited to online, limited to this site, limited to 〇〇 venue |
| people | Limited to 〇〇・Only for 〇〇・Limited to 〇〇・For 〇〇・Limited to those who are worried about 〇〇・First come first served◯Limited to ◯・Limited to ◯ per person・Perfect for 〇〇・Irresistible for 〇〇 lovers ・A must-see for 〇〇 people ・For 〇〇 people ・Happy for 〇〇 you ・Supporting you ・First come, first served |
Trend appeal
This is a method of appealing to customers who are sensitive to fashion and trends, such as the popularity, reputation, and penetration rate of a product.
It has the effect of making customers who like trendy things feel like, “Everyone else has it, so I have to buy it too!” This is especially effective for customers in their teens and twenties who are fashion conscious.
■Trend appeal phrase collection
| fashion | 〇〇 is also attracting attention・That person is also attracting attention・The world is paying attention・Currently trending・Currently familiar・〇〇 is very popular・〇〇 is a big hit・〇〇 is a big break・Currently a big hit・Currently making a big break・Currently Strong sales/Currently selling/Among 〇〇/Must-have items for 〇〇 |
| situation | ◯Everyone loves it ◯Everyone uses it ◯Over 10,000 people ◯Over 10,000 units ・Cumulative sales ◯ million ・Share number 1 ・Share 1st place ・1st place among 〇〇・Satisfaction level ◯% ・Actual score: 0,000 or more ・Number of subscribers: 00,000 or more ・Increasing rapidly ・Currently flooding ・Very popular ・Won 〇〇 award ・Achieved 〇〇 ・Realized by 〇〇 ・It’s crowded ・Long lines is completed |
Negative appeal
This is a method of increasing purchase intent by stimulating negative emotions in customers, such as fear, anxiety, impatience, and anger. It stimulates negative emotions such as “If I don’t buy this product, I’ll be missing out.”
If used too often, it may give off a negative image, so be careful about the frequency, degree, and manner of expression.
■Negative appeal phrase collection
| question | are you okay?・Have you completed 〇〇?・Do you know 〇〇?・Why don’t you do 〇〇?・What will happen if you do 〇〇?・Isn’t it bad if it stays like this? |
|
negative feedback |
It may be too late. It’s bad if things continue like this. You can’t let things go like this. You’ll end up in trouble sooner or later. If you do, you’ll lose money. If you do, you’ll regret it. You can’t leave it as is. |
Luxury appeal
This is a method of appealing to luxury-oriented customers with a sense of luxury and superiority. It stimulates the feeling of wanting to be praised by the people around you. This customer base sees value in products with the following characteristics:
Therefore, it is effective to emphasize that the product has added value, such as the story behind the product development and the key points that have been taken into consideration, for products that have a certain amount of brand power and name recognition.
■Luxury appeal phrase collection
| associated word | Luxury, finest, supreme, special, luxury, high quality, exquisite, royal, premium, high quality, high grade, high class, luxury, rich, gold, platinum |
|
phrase |
An elegant moment, an elegant moment, a luxurious moment, a luxurious moment, the height of luxury, a higher rank, the finest space, sophisticated, recognized by famous 〇〇, only available at 〇〇 |
escape appeal
Escape appeal is an appeal that appeals to customers who have a problem by showing them that their problem can be solved by using a certain product or service.
We appeal to the feeling of wanting to get rid of your worries as soon as possible: “If you get this, your problems will be solved.” For example, if you appeal to people who are suffering from thinning hair by saying, “If you use this hair growth product recommended by a doctor, you can get rid of your thinning hair,” that product will be much easier to sell.
The key is how you can make them imagine themselves after solving the problem.
■Escape appeal phrase collection
| negative phrase | People who are worried about 〇〇 / People who are having trouble with 〇〇 / People who are not satisfied with 〇〇 / People who feel that 〇〇 is not enough |
|
positive phrases |
〇〇 is a strong ally / 〇〇 increases efficiency / 〇〇 gives you peace of mind / 〇〇 solves the problem / Farewell to 〇〇 |
Quality appeal
Quality appeal is the axis of appeal that comprehensively emphasizes the quality of products and services, including their features, characteristics, functionality, and practicality.
It can be expected to be effective for customers who are only concerned with the quality of products and services and ignore price. By carefully researching customer purchasing attitudes, you can connect them to purchases.
■Quality appeal phrase collection
| Quality appeal points for smartphones | CPU, high-performance camera, built-in memory, battery capacity, connection terminal, charging time, waterproof and dustproof, standards, display resolution, communication speed, supported services |
|
Key points to promote quality in automobiles |
Engine, drive system, displacement, fuel efficiency, cargo space, passenger capacity, safety performance, interior, equipment, parts, after-sales service |
Appeal to prestige
Prestige means “authority” or “dignity,” and is an axis of appeal that fully emphasizes the proven track record, reliability, and popularity of a product or service.
If customers who are unsure whether to purchase a product or service understand the product’s track record, reliability, and popularity, they are more likely to make a purchase. The key is how well you can communicate how your product or service has earned the trust of your customers.
■Prestige appeal phrase collection
Founded in ◯ years, ◯ years of history, historical, ◯ years of experience, ◯ years of trust, 〇〇 long-established stores, 〇〇 professionals, professional skills, 〇〇 experts, 〇〇 craftsmen, listed on the first section, 〇〇Specialty
summary
In this article, we have explained the meaning of the word “appeal” and how to use it.
Appeal is a word frequently used in business and marketing. In order to get consumers to buy your products and services, it is important to understand the meaning and methods of “appeal” correctly and be able to use it in practice.