Copywriting is the use of words to express the formulated creative strategy. Copywriting is different from the way designers use pictures or other means of expression. It is a process of expression, development and deepening that is sequential with advertising creativity. . So, how to write copy?
Copywriting consists of title, subtitle, content, slogan, advertiser name, newsletter and other parts. Requirements, the language is concise, catchy and easy to remember. The content is standardized and the theme is pointed out. Use the "nine-square grid thinking method" to conceive the structure of the project or speech PPT. Use the "key point extension method" to extend based on product characteristics. Use "three-paragraph writing". The first paragraph condenses the sales rhetoric of the full text, the second paragraph explains the characteristics of the product, and the third paragraph strengthens the sales advantages of the product. When writing copy, be careful not to ignore the company strategy, user perspective and product strategy.
Copywriting actually does not come out at any time through thinking. Rather, it is produced in an orderly manner based on a certain methodology. If you want to write engaging copy, you can start by decomposing product attributes, analyzing target users, usage scenarios, and competitors. Only by understanding the attributes and characteristics of your product can you know which feature of your product this copy is intended to highlight.
After understanding your target users, start with the user's personal attributes, work career, and family situation, conduct a comprehensive analysis of the user, and understand what characteristics the user is interested in. The same users have different appeals for products in different usage scenarios. Only after identifying your competitors’ products can you identify the points that highlight the differentiation of your products. Product features require the creator to connect with what is already in the user's mind, highlight the benefits it can bring to the user, and arouse a certain emotion in the user.