What To Say When Advertising Clothing (Both In Print And Video)

Fashion designers depend on selling their line if they want their brand to be successful. But, who is going to buy your clothing if nobody knows who you are? Having an amazing marketing plan will certainly put your brand on the map, which makes getting those sales much easier. Of course, a large part of that plan is going to be centered around a unique advertising campaign. However, not knowing what to say about your line can sink even the most creative advertising. So, what should you say when advertising your clothes? Let’s see, shall we?

Here is what do say when advertising clothing:

Use power words like You, Best, Guarantee, Proven, etc.

Appeal to the customer’s need to fit in or stand out.
Include an emotional component in your ad.
Place a strong emphasis on the quality of your product.

Use verbiage that caters directly to your target audience.
Incorporate season-related terms like heat and cold.

In this article, we will take a closer look at each of these six terms, phrases, or keywords that you should use in your clothing advertisements. We will also discover why you should use them. I will also provide proven examples of these tips in each day section to paint a clearer picture of exactly what should be included in your ads to ensure that your advertisement says exactly what you want it to say. Let’s read along to find out more about this topic, shall we?

Table of Contents

Use Power Words

Whether you choose to run a print ad or make a video ad, you will need to use words that have an impact on the prospective customer. These words are often referred to as power words and include words like You, Best, Guarantee, Proven, and Sale. For example, when you incorporate the word “you” into your ad, you are establishing a relationship with the customer by making them feel like you are speaking directly to them. This makes them not only feel special, but it also makes them want to buy your product.

Words like “best,” guarantee,” and “proven” speak to the quality of your clothing, which makes the customer feel safer about buying it. Nobody wants to fork over their hard-earned dollars on something that they feel is not going to last them for very long, especially if you are charging a high price for your merchandise. Speaking of people handing over their money, the majority of them feel better about purchasing an article of clothing if they feel like they are getting a good deal on it. This is where the last power word comes into play. You would be surprised at how effective the word “sale” is in an advertisement.

Appeal To The Customer’s Needs

Everybody has needs, but I am not referring to physical needs like shelter, food, and water. I am referring to the emotional needs of either fitting in with the crowd or standing out from it. Most people feel like their clothing plays a major role in their identity. I want each of you to think back to what it was like in Middle School when you had to have that one item that was the latest style. If you were anything like me, you probably begged your parents for weeks to get that one item that everybody else was wearing just so you would fit in.

On the other end of the spectrum, some people feel the need to stand out from the crowd rather than to fit in with it. There are quite a few individuals who search for that one piece that will make them stand out and speak to their individuality. While I desperately wanted to fit in when I was younger, I now look for clothing that nobody else has while I am shopping. While it is a little more complex than this, the population can be divided into those who want to fit in and those who want to stand out. It’s up to you to figure out which part of the population your clothing speaks to, and use that in your advertising.

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Include an Emotional Component

While this tip may initially seem like it is very similar to the last tip, there are some differences between the two. Whereas I was previously speaking about catering to the need to either stand out or fit in, this tip deals primarily with creating an emotional bond between your product and your customer. One example of including an emotional component in your ad (that is probably the oldest trick in the book) is using nostalgia to get an emotional reaction from your would-be customers.

There is something quite powerful about hearkening back to a time in their lives that your customers long for, and you have the chance to paint a picture with your ad that brings people back to that time. Your ads have the power to create an emotional bond with the general public simply by taking the time to include emotional components in them. Another tip that you can use to stir strong emotions in your prospective buyers is to include children or animals in your advertisements. People who have children, or those who love animals, will establish an instant connection with you and your brand if you use this wisely.

Talk About Quality

When people buy clothing (especially if they feel like they paid a hefty price for them) they will not want to have to replace those pieces anytime soon. This is when you take the opportunity to talk about the quality of your clothing line. It doesn’t matter whether you are extremely wealthy or if you are barely getting by, but everybody loves to feel like they are getting a fair amount of value for their money. You can speak to your customers’ sensibilities while also justifying charging a higher price for your items if you take the time to speak about the quality of your product.

When I was younger, my mom would only buy me the cheapest shoes you could buy. However, she was having to replace those shoes every three months. Then, she switched me to Nike and they lasted for an entire year. She might have paid a little more, but she thought that she was getting much more value for her money by purchasing Nike shoes. This is something that has followed me into adulthood, as I will often purchase a more expensive garment or pair of shoes because I know that they are quality products that will last me much longer than a cheaper alternative.

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Cater To Your Target Audience

Earlier I mentioned catering to your customers’ emotional needs of fitting in or standing out. Knowing your target audience will save you the guesswork of having to blindly shoes between the two. If you know that your target audience includes the type of customer who likes to stand out from the crowd, you can speak directly to those people, and vice versa. Another example would be if you sell children’s clothing. The majority of children’s clothing purchases are made by mothers, so you could cater your ads to speak directly to mothers.

If you are already in the clothing business, you probably know that finding your target audience is one of the first steps of creating a clothing brand. During this stage, you define exactly who your product is aimed toward. You do this so you know how to market your product based on who you think will be buying your clothes. This is where you Market your product to the audience whom you determined would be buying it. This would be your “bread and butter”, and you must cater to them if you want your clothing line to sell.

Incorporate Season-Related Terms

As you advertise your clothing line, you are going to want to make your audience feel something. The best way to accomplish this is by using words that evoke certain feelings associated with the different seasons of the year. I admit that I had my doubts about how effective this tactic was until I gave it a little more thought. Let’s expand beyond clothing for a minute, shall we? Let’s look at air conditioning advertisements. What’s the phrase you have heard most when it comes to AC units? I don’t know about you, but the first phrase that comes to my mind is something like “Beat the heat with our low prices,” or something like that.

There is a reason that air conditioning companies have used this phrase over and over again. The word heat is associated with summer, and perhaps more obviously, the feeling of being hot. The more I think about it, the more sure I become about having heard a phrase almost exactly like this used to sell swimwear. But that’s just one example of how you can use this technique. In the winter, you can turn this around and say something like “This winter chill can’t compete with our hot prices.” As I write this, it is currently the middle of summer and I still want to write a jacket having read that phrase. It’s that effective.

Conclusion

Although we all know that none of us would be able to sell anything from our clothing lines without some form of advertisement, there are not many people who know what they should say in their ads. What you have to say about your product is every bit as important as the image you present. The first thing you should remember is to grab your audience’s attention by using power words. Always cater to your customers’ needs to fit in or to stand out as well.

Next, be sure to include an emotional component in your ad to establish a connection. You should also place a strong emphasis on the quality of your brand. You should also use verbiage that is aimed directly at your target audience, and use season-related terms that refer to cold or heat. If you follow these suggestions, you should not have any trouble creating an effective ad that should boost sales of your brand significantly.

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