1. How to write copy
Method/Step 1: 3W1H thinking mode before copywriting David Ogilvy once said: "Customers cannot be bored or uninteresting because of what they see. copywriting or advertising, and run to buy your product. ”
It can be seen that if the text is not creative, the advertisement will not have action power. However, this is also the reason why the text must be creative. In order to make the copywriting more innovative, the "3W1H thinking model" is adopted.
The so-called "3W" refers to "Who tells whom": that is, who do you want to sell your product to? Who are your target appealers? “Why”: That is, what kind of behavior do you want consumers to have after reading it? "What to say": What is the message to be conveyed? Which is most important? And "1H" refers to "how to say": that is, what method of expression is used to make T.A most interested in reading. 2. Basic skills before copywriting Copywriting is like practicing kung fu. You must first "crouch on the horse".
The basic skills of copywriting can be summarized into three types, namely: 1. "Change long sentences into short sentences": For example, "A 35-year-old colleague has better skin condition than me (longer sentence)" Sentence) is converted into "Apple's skin is dense, its age is thirty-five, and its skin age is eighteen." "In short, the number of words cannot exceed twelve.
2. "Let the words have pictures": For example, naming a person will be more attractive than a beautiful woman. 3. "Use selling (writing) benefits instead of selling (Write) product": For example, let consumers know what special benefits they can get after buying this product? And it must also be different from the needs of competing products.
3 3. Develop Copywriting Structure Copywriting is just like a composition, it must also have a structure that starts, changes, and ends. We call it the "A.I.D.A. pattern" and explain it as follows: 1. "A": refers to Attention. This part should pay attention to the eye-catching degree of the title. .
2. "I": refers to interest, which is the first paragraph of the copy. It should attract consumers to continue reading. 3. "D": refers to desire. This part refers to the content of the copywriting that can stimulate consumers' desire to buy.
4. "A": Action means action. This part refers to the last paragraph of the copywriting that can trigger consumers' purchasing action. , in order to create a *** that makes consumers excited rather than act immediately. 2. How to write the beginning of the copy to be more attractive
Before you start writing the copy, you need to conceive the structure of your article. , because if you don’t even know what you want to express in the beginning, middle and end of the content you want to write, then it is impossible to write a good copy. At best, it will be an advertisement that is barely readable. You don’t have to Be completely confident but at least clarify your thoughts and know the key points you want to highlight. This is like the difference between learning for yourself and learning for "others"
zhiAs a marketing article. Article, your ultimate goal is to let readers who really need it buy your product. First, you must show the unique selling points of the product you sell in the article, such as: cost performance, quality, function, etc. Read this. You may be thinking, what if our product has no unique selling point? Listen to me friends, the important thing is that you need to let those who really need it understand that they need it, if it is completely unrelated to the market demand. , then its existence itself is a mistake. 3. How to write a good copy
What is a good copy? 1. Suppose you produce the latest mobile phone with a sales of 8 million. Pixel camera, 1080p resolution display, ultra-high-definition shooting, editing and sharing.
How will you sell it to users? Will you say: "The new 8-megapixel camera provides It has the video shooting function of up to 1080p ultra-high definition, and the phone has built-in editing tools that can be shared directly with friends. "Although the words are clearly stated, ordinary users will be blocked from professional vocabulary such as 1080p.
They don't know what this number represents, nor do they know how much is good. Let's take a look at how the iPhone explain.
"Shoot, edit, share. All in HD."
It doesn't need to be too complicated, users can understand it at a glance. We say that users don’t care about these technical parameters, they only care about “what it can do and how much better it can be than others.”
(Thanks to Fat Hu Fei for providing the case, for more Apple copywriting, please refer to Apple’s first copywriting) Things you know often inspire more confidence than things you don’t know, and unfamiliar things can only generate awe and speculation. If you change "Drink Wanglaoji for fear of getting angry" into "a cold Chinese herbal drink that can dispel the heat in the human body", and change "give your intestines a bath" into "clear the body of feces, detoxify and nourish the skin", you will still remember They? 2. Concise and sufficient Everyone thinks that Apple’s copywriting is very good, concise and to the point.
So the fewer words, the better? I think from a design perspective, the fewer words, the more concise and elegant the page will be. However, this is not the case in the eyes of a copywriter.
79% of people do not know how to read and only scan and browse; while 16% of people read everything. These 16% of people are your target group and are interested in your product.
If they are not interested in your product, they will not care how many words you have on your page. Foreign IDC institutions have conducted research on online shopping users and found that 50% of users did not complete their purchases because they received insufficient information.
Once users find the information they need, they will skip the rest and click the buy button. If they read the entire page and aren't impressed, there's something wrong.
This is the homepage of a website. Can you tell what it does? So, try to provide complete information. There is no long copywriting, only poor copywriting, which must be based on a sufficient foundation and take into account the context.
Some people may ask, what should I do if there is too much information on the page? It's actually very simple, just use tab or link. 3. Authenticity and credibility There are so many traps online now that product managers are mistaken for scammers when giving away prizes.
Some things are easy to say, but difficult to make others believe. You need to provide enough evidence to prove yourself. The above is the introduction page of Dyson vacuum cleaners.
The cost of replacing the bag, belt and filter of an ordinary vacuum cleaner is about US$267 over five years, but Dyson’s design removes these attachments, so users do not have to spend money on it. "Other vacuums keep costing" "Dyson vacuums keep working".
A simple comparison can stimulate users' desire to buy, because I have every reason to convince you. 4. Switch positions and tell the user what he can get, not what you have.
Instead of saying "we can provide first-class service", it is better to say "you can have first-class service". People always care more about themselves. So, try to avoid the first person.
The above is part of the feature introduction of QQ2012. "New video beautification function", the subject is actually us, "We have added a new video beautification function".
What is the user’s reaction at this time? "oh". If you change the position to: "You can chat with each other under the stars."
Maybe the user will go from "oh" to "wow". Putting yourself in the other person’s shoes and telling them what benefits they can gain will make it easier to win recognition from users.
5. Emotional and emotional copywriting can give users a sense of intimacy and arouse their ***. You can try to express it in terms of your life or what you know about other people's lives.
If something moves you, it is likely to move others. "Before the real Prince Charming appears, protect her like a prince - Chimei True Color" All fathers of daughters should be shocked when they see it, right? There is no need for clichés and sensational words, and the love between father and daughter can be expressed vividly with fairy tale-like simplicity.
Does the image of an ordinary man running around and working hard for his daughter come to mind? Ordinary things around us are the easiest to impress users.
Just like the opening video: (Beggar) "I am blind". (Passer-by) "I'm not, I can't feel your pain."
(Beggar) "It's such a beautiful day..." (Passer-by) "It is indeed, it's a pity you can't see it." This That’s the charm of ***Ming.
How to write copy? After referring to a few articles, I summarized a quick copywriting method. In simple terms, I invite everyone to give it a try. Let’s take fast payment as an example: 1. Suppose you are introducing fast payment to a friend, what would you say? You can speak as much as possible and remember to use colloquial vocabulary.
For example, "Tell you a good way to pay. Quick payment. You only need 2 passwords to pay. You don't need to log in to online banking or bring a USB shield. It's safe and fast, and it greatly reduces the payment time." 2. Extract the key point, that is, the key selling point "Quick payment, you can pay with only 2 passwords, no need to log in to online banking, no need to bring a USB shield, it is safe and fast, greatly reducing the payment time."
According to the above statement, " "No need to log in to online banking" and "Reduce payment time" are the key points of this sentence. In summary, it is "convenient" and "fast".
Then select one of them as a keyword, taking "quick" as an example. 3. Translated into benefits to users “can save you time” 4. Proof, making facts more intuitive People’s attention hierarchy: graphics are the most intuitive, followed by numbers, and finally text.
If you can use graphics and numbers to express it, firstly, it can attract the user's attention, and secondly, it can make it easier for the user to understand and believe. Assuming that the online banking payment time is 60 seconds and the quick payment time is 10 seconds (the data is for reference only), then the time saved is 50 seconds.
Just say that users in the 50s have no idea. It can be converted into a percentage to make it more intuitive for users. "Quick payment helps you save 83% of payment time." 5. Overnight test and check again the next day, or ask someone to do a small survey. At this time, you can better discover problems with context connection and user voice.
If you cannot decide which of the two expressions is better, you can use the ABtest method and let the data tell you the answer. The above method is possible. 4. I’m looking for a copywriting that uses small insights to make a big difference.
Looking out the window, my eyes are filled with brilliant colors.
The wind blows gently, combined with the heat of summer and the freshness of flowers and plants. When it lifts my strands of green hair, it tells me that the color in my eyes is youth, and the colors of my youth are changing. Diligence - Green If you are a tree, you will be prosperous, if you are a grass, you will be green.
The trees, with their hard work, make themselves happy and prosperous; the grass, with their diligence, make themselves lush and green; I, with the green of youth, imprint myself with the dream of hope. The ivory tower in my dream is like the green in my eyes, shining firmly in the darkness.
I work hard for my dream, and I fight for my dream. In the morning, I am greeted by the first golden light of the morning sun; at night, I am accompanied by the clear brilliance of the bright moon.
At the foot of the mountain of knowledge, I use diligence as my path; in the ocean of knowledge, I use hard work as my boat. Fierce - red. The curls of water are red, and the veins are rippling.
The lotus uses swaying to make itself curling and vivid; the water plant uses floating to make itself pulsating and enthusiastic; I use the red of youth to leave a lively shadow on myself. As a student, I am active in every corner of the campus.
In physical education class, I ran and leaped. After class, my shadow was a moving point in the sun. I'm eager to make friends, I'm eager to talk to people, I'm eager to have an opinion, I'm eager to be noticed.
Lively, the true color of my youth; enthusiasm, the undertone of my youth, red, the highlight of my youth. Yu - Blue The independent bridge is full of wind and the people in the new moon of Pinglin are returning.
I am alone and lonely, the bridge is lonely, the cold wind is blowing, the night is getting dark, and all the pedestrians have returned. On the small bridge, I was alone enjoying the confusion and helplessness that could not be dismissed and returned.
Even though youth is dazzling in appearance, it is also mixed with the blue of depression. Some helplessness in life, the occasional incomprehension of elders, and some difficulties in study, all these make my sky blue but not cold.
Melancholy blue, the most helpless loneliness in my youth. The world is carving a mark on my life day by day, and the gears of time are grinding out my traces. It is youth that makes my paintings colorful. It is youth that makes my dreams transparent and pure. It is youth that makes my heart pious. up.
The dream of youth is a burning torch, the longing of youth is the turbulent sea, the life of youth is brilliant and dazzling, the emotional world of youth is deep in the courtyard, the dream world of youth is full of falling clouds and solitary owls flying together.
Through the window lattice, I saw the color in my eyes - Youth Title: The Color in My Eyes. 5. How to write a copy
1. You must dig deep into the areas you are good at, so that you have real materials in your mind, and sharing them will become a good copy 2. Persistence Read more books and read more excellent copywriting written by others. How to judge the quality of other people's copywriting depends on the number of readings and comments. The most important thing is persistence 3. Accumulation. Sometimes you don't have to write it yourself. This is the so-called reference, not If you plagiarize, if you really don’t know how to write, you can learn from it properly and add some of your own things. 4. For a good copywriting, the structure of the article is very important. First, the title must be attractive, and secondly, the paragraph layout of the article, just like when we were in school. It’s the same as writing an essay. 5. There are many types of copywriting content, such as: story type, hot topic type, and controversial type. This depends on the specific type and you need to do the corresponding homework. 6. The summary is that in the early stage, you must read more books, learn more, and accumulate more, so that you can mature in the later stage. Now you can play freely. 6. Appreciation of classic copywriting, how other people’s copywriting is made
A small way to make classic copywriting: 1. Before writing copywriting that meets the positioning, we must first clarify what the product positioning is and who should read it. of.
Only by grasping the core demands of users and clearly expressing the product highlights can we attract more users and achieve efficient conversion. 2. Clear meaning. When the copywriting meets the product positioning, the next step is to make it easy for the audience to understand it quickly.
Excellent copywriting can make people grasp the key points instantly, rather than being obscure and abstract. 3. The copywriting that generates buzz is the positive emotional feeling generated when something described by the product is connected with the situation in the audience's memory.
4. Add fun. If your copy expresses product features in an interesting way, it will make people want to share it or spread it quickly.
Extended information: Classic copywriting: 1. Shangri-La - the real estate advertising slogan is carefully crafted. Qian Lingqiu loves the permanent residence of a national treasure-level window view. Others have it, and Shangri-La also has it.
What Shangri-La has, others may not have. 2. Shuilian Villa - The real estate advertising slogan has Anfa Shuilian's professional health management. You can be healthy and live in sync with your health as long as you relax, Anfa Shuilian.
3. Motianyin - real estate advertising slogan youth, MRT. The dream of a family is in Tamsui, the sky is our long vacation. Me and my happiness are in Tamsui. The sky is the most charming place in Tamsui. The dream is the biggest, the landscape is the best. The vows of eachother in one household are turned into a practical ideal. A skyscraper invites you to embrace the mountains and rivers, and your love will last forever.
Baidu Encyclopedia-Copywriting. 7. Please write an advertising copy, come up with ideas and write it yourself
1. Sister Chapter I hate my sister so much. We have been strangers to each other since we were little. I tried to avoid her. I thought I would hate her all my life. It wasn’t until that day when I saw her crying for the first time that I realized that someone in this world really cares about me. If I hadn’t seen the truth, I would have always thought so. It's true, glasses for seeing a better life 88 2. Loneliness I really like being alone. In fact, I don't like it that much. Is it because I like reading too much because I don't like talking or because I am too ordinary? From childhood to adulthood, I have always Even if I don’t have too many friends, sometimes I wonder why there are other people in this world? Until that day, on that day, from that glance, she changed my perspective. The most difficult thing to explain in this world is fate. If my eyes hadn't seen the truth, would I still be so lucky? See the truth, see the beautiful life glasses 88 3. Lovers My life is so ordinary. I can’t believe that the days we get together are even more ordinary. We will go shopping, go to the theater, eat, and have a meal. On birthdays, he will give me flowers and romance. , is it actually a small amount of freedom? There are so many shortcomings that he can't see. Could it be that I am asking too much? We spent a lot of time together, but every time, I thought about breaking up. We’ve known each other for so long. It wasn’t until we separated that time and saw his back that I realized that there were people in the world who really cared about me. I was really touched (note) " I'm sorry, are you still angry..." If I hadn't seen the truth with my eyes, I might not have cried in this life. See the truth and see the beautiful life glasses 88.
8. Looking for a sample of advertising copywriting
A real estate advertising copy I like: Relying on each other, the days are warm and sweet, supporting each other in life, every morning and night, no one knows them No one cares about how much sweetness or suffering there has been. Now, the days are slowly getting better and they have more ideas, but love is getting brighter and brighter. No one will doubt that the afternoon is already sunny. (This is just the text of the advertisement) Advertising copy includes advertising title, advertising slogan, advertising text, and ad attachment, which must have a certain degree of completeness. In addition, the copywriting applicable to each media is also different, and different copywriting must be created according to different media characteristics. Finally, it must be based on the product or service Come create, there is no format, advertising must be innovative and flexible. I hope you can get good grades! . 9. I’m looking for a copywriting that uses small insights to make a big difference.
Looking out the window, my eyes are filled with bright colors.
The wind blows gently, combined with the heat of summer and the freshness of flowers and plants. When it lifts my strands of green hair, it tells me that the color in my eyes is youth, and the colors of my youth are changing.
Diligence - Green
If you are a tree, you will be prosperous, if you are a grass, you will be green.
The trees, with their hard work, make themselves happy and prosperous; the grass, with their diligence, make themselves lush and green; I, with the green of youth, imprint myself with the dream of hope.
The ivory tower in the dream is like the green in my eyes, shining firmly in the darkness. For the dream, I work hard, for the dream, I fight. In the morning, I am greeted by the first golden light of the morning sun; at night, I am accompanied by the clear brilliance of the bright moon. At the foot of the mountain of knowledge, I use diligence as my path; in the ocean of knowledge, I use hard work as my boat.
Fierce - red
The curls of water are red, and the veins are rippling.
The lotus uses swaying to make itself curling and vivid; the water plant uses floating to make itself pulsating and enthusiastic; I use the red of youth to leave a lively shadow on myself.
As a student, I am active in every corner of the campus. In physical education class, I ran and leaped. After class, my shadow was a moving point in the sun.
I am eager to make friends, I am eager to talk to people, I am eager to express my opinions, and I am eager to be noticed. Lively, the true color of my youth; enthusiasm, the background of my youth, red, the highlight of my youth.
Yu - blue
The independent bridge is full of wind, and the new moon people in Pinglin return.
I am alone and lonely, the bridge is lonely, the cold wind is blowing, the night is getting dark, and all the pedestrians have returned. On the small bridge, I was alone enjoying the confusion and helplessness that couldn't be dismissed and returned when I wanted to. Even though youth is dazzling in appearance, it is also mixed with the blue of depression. Some helplessness in life, the occasional incomprehension of elders, and some difficulties in study, all these make my sky blue but not cold.
Melancholy blue, the most helpless loneliness in my youth.
The world is leaving its mark on my life day by day, and the gears of the years are grinding out my traces. It is youth that makes my paintings colorful, it is youth that makes my dreams transparent and pure; it is youth that makes my dreams transparent and pure; Youth makes my heart pious and upward.
The dream of youth is a burning torch, the longing of youth is the turbulent sea, the life of youth is brilliant and dazzling, the emotional world of youth is deep in the courtyard, the dream world of youth is full of falling clouds and solitary owls flying together.
Through the window lattice, I saw the color in my eyes - youth
Title: The color in my eyes 10. Requesting a complete advertising copy
Diamond Ring Advertising copy 1) A man rushed to church. He was getting married today and was already late! ! When I arrived at the door of the church, I remembered my wife-to-be's vow not to marry unless she had a diamond ring, and I felt disheartened.
Leave. The first marriage died.
It’s that man running wildly again, haha, buying a diamond ring. When I arrived at the church, I found that I was late again and the building was empty! Second death! It was the same man who bought a diamond ring early and went to church early.
His heart was broken when he saw the newlyweds leaving happily! ! He was about to leave disappointedly when the bride came with her shoes. The bride was late today! ! ! (2) In the corner of the bar, a man and a woman were sitting with their backs facing each other, both holding the same diamond ring box in their hands. They want to express their love to their respective lovers.
Something terrible happened.
At the same time, they received a "break it off" call from their lover.
They returned to their seats in pain. At this time, they saw each other's diamond ring box at the same time.
The two were surprised and stunned! ! The two fell in love at first sight and immediately forgot about the past and fell in love! ! ! ! (3) At a masquerade party, a man and a woman met. Although they wore masks, through their words and deeds, the two had a good impression of each other.
The only thing I saw was the other party’s diamond jewelry! In fact, the two are neighbors who have never met. One day after the dance, the two met unexpectedly in the corridor.
I saw the other person’s diamond jewelry, noticed the other person, and fell in love at first sight. Two people do it! ! (4) On a rainy night, a pair of lovers meet.
There were too many people, and the two of them were staggered several times because of the crowds. The two of them kept waiting anxiously. Without any communication tools, the two raised their hands at the same time.
The diamond jewelry on your hands complement each other. "receive"! ! Meet! .