How to write product copy? Take a look at this masterful demonstration!

If you are asked to write a product introduction copy, not only the requirements of grounded, but also forced to impress people, how do you start? I think any copywriter, the first reaction is not to think of what copywriting skills, what rhetorical techniques. But first to seriously understand the product, a large number of product-related information collection. When the product understanding is deep enough, the next step should be to look for reference to see if there is a case to learn from, right? I usually most of the situation is so operation, in addition to spend time to understand the user population, a lot of time basically familiar with the product, look at the past collection of cases. For product copywriting, my attitude has always been: insight into the product, describing the details. Now most of the product copy is homogenized, many people like to use a variety of adjectives to enhance the text force. But if you remove all the adjectives in his copy. Immediately will find boring to the extreme, in fact, nothing has been said. Adjectives are not impossible to use, but if you are not very good at using adjectives, then try to use a little less. A bunch of vague adjectives brings little power to words. And describing details in product copy: first of all, it can increase user trust. The more detailed the description, the higher the cost of lying. And, it helps to create a familiarization scene. The description of details can hit the familiar cognition in the user's mind faster, thus impressing people. In addition, it can also bring a sense of concrete picture for users, avoiding the tediousness of abstract and vague clichés. For example, the classic Beetle ad copy Lemon (defective): Lemon (defective) This Beetle didn't make it in time to be loaded for shipment. There is some damage to the chrome on the instrument panel where the clutter is placed, and this is something that must be replaced. It may be hard for you to notice, but Inspector Cranor did. There are 3,389 people working in our factory in Wolfsburg whose only task is this: to inspect the Beetle at every stage of the production process (3,000 Beetles are produced every day; and there are more inspectors than there are cars). Every car's shock absorbers are tested (never spot-checked), and every car's windshield is inspected in detail. Volkswagens often fail due to surface scratches that are not visible to the naked eye. The final inspection was truly remarkable! Volkswagen's inspectors send each car like a stream of water up to the vehicle inspection table, through a total of 189 checkpoints, and then fly straight to the automatic braking table, where one of the 50 cars is always stuck with a "no pass". The result of this attention to detail is that, by and large, Volkswagens are more durable and require less maintenance than other cars (and, as a result, depreciate less than other cars). We got rid of the lemons (the defects); you got the plums (the passes). The Beetle's ad copy is extremely compelling and graphic. The ad highlights the harshness of the vehicle's out-of-home inspection, the tediousness of the inspection steps and other details ...... It's all about defusing the consumer's concerns about the poor quality of the vehicle at the time of purchase. The power to move people is often in the details. The more the copy describes the details, the more it can set you apart from others. But before that, we need to know the product very well, from start to finish, to know every detail. This includes the product's features, functions, place of origin, price composition, craftsmanship, production process, usage scenarios, sensory experience, staff's attentiveness, and so on. We need to blend in and record every fact, every scene. If you say there's nothing to write about or new about the product, I'm reminded that in the copywriter's bible, The Creative Way (TheCopyBook), there's this quote: advertising can't work wonders for a product that people don't need or desire to own. However, a skillful advertiser can bring out the neglected features of a product and arouse people's desire to own it. As you can see, only when you know the product thoroughly can you hope to go beyond the clichéd information to think freely and gain insight. And if you know little about the product, of course, you can not write product copy, not to mention the heart.OK, if the above views we agree, then look down. If you're writing product copy, you should definitely check out Neil French's work. Yes, he wrote the classic Chivas Regal copy that is overbearing, arrogant and carries a strong aura of contempt. It's a Royal-Chivas ad If you need to see its bottle obviously, you're hanging out in the wrong social circles If you need to taste it means you haven't had the experience of tasting it If you need to know its price turn the page, young man ...... Fortunately, when you have the experience of tasting it you should be able to afford it If there are still people who do not know this hardcore grandfather known as the "God of copywriting", I briefly introduce: Neil French (Neil French), former Ogilvy & Mather Global Executive Creative Director, a man with a cigar in his mouth forever. He was born in Birmingham, England in 1944. As a student, he was a gang leader and was thrown out of school at the age of 16. After that, he was thrown out of school at the age of 16. After that, he hung around in the red light district every day, served as a soldier, worked as a bullfighter, worked in real estate, worked as a debt collector, worked as a singer, and opened up an advertising agency, and the most shocking thing is that he has also made a pornographic film. But these do not affect NeilFrech's copywriting talent, countless classic works, the domestic wine copywriters more or less will imitate his ads, and many famous advertisers will also draw on his work. He is also the only advertiser whose copywriting work has appeared in both TheCopyBook and The Definitive Edition. And probably the most awarded advertiser in the history of advertising. It's no wonder people call Neil a god, and after reading his resume it's not an exaggeration at all.NeilFrench's product copywriting excels at strategically expressing ideas with great insight into the product behind them. His copywriting ideas are clear, and he always manages to get to the heart of the matter in some small way. For example, when he created the copy for Martell, in order to gain insight into the product, he traveled all over France to have in-depth exchanges with the winegrowers, workers and all possible related personnel, field visits, and eventually collected countless details as the material for the copy. And afterward, this series of copywriting has become a model for those who came after him to imitate. Isn't such a master-class demonstration a gift of inspiration? Writing product copywriting should come to read a few times! Martell raw materials chapter left here is a perfect grape. It takes 4,000 of these grapes to make a bottle of Gold Medal Martell. To put it another way: of the tens of billions of grapes harvested in France each year, only a tiny fraction of them are used to make Cognac; yet only 1 in 60 of those grapes are used to make Martell. (You're probably beginning to be able to appreciate a certain almost obsessive concern for quality.) So think about the following: at the end of a great war, in Europe, before most readers of this line of writing were even born, before television was invented, 25 years before Singapore became a nation, we picked grapes to make wine, distilled this wine into cognac, which lay still in wooden barrels, carefully guarded by the cellar masters of three generations of winemaking families, until this year, this original grape was harvested and made into wine, which was distilled into Cognac. Carefully guarded until this year, this original grape became a gold medal Martell that only the very lucky could enjoy. Not surprisingly, in this case, perfection comes at a high price. The story of Martell Gold Legend Martell is an intertwined tale of many generations and personal sacrifices. Nowhere is this story more moving than in the saga of how aged cognac waits quietly in the cellar we call paradise. It is a satirical drama of the cellar master's sacrificial dedication in search of greatness, only to be forgotten by time. Consider that the cellar master who placed in his cellar this fine mellow wine destined to become the best Martell never had the chance to savor the fruits of his hard work. His son, the careful caretaker of his father's hard work, will never have the chance to taste it either. Even this son's son, who will inherit the family business no matter what, will not get to taste it. But one day, if the family's legacy is passed on, someone will be able to enjoy the legacy of his great-great-grandfather. This is a legacy that should not be taken lightly. If you are lucky enough to have the opportunity to taste a Gold Medal Martell, don't forget that this is not just the best cognac one can buy, it is a golden legacy that has been passed down from generation to generation. Small is good Even though some cognac houses realize that the famous Martell tastes like oak, they are not willing to compromise on small barrels. Bigger barrels are easier to vinify: they don't need to be taken care of; bigger barrels have more capacity: they are inexhaustible. But Martell is aware that the more precious cognacs come into contact with oak, the more superior their special, even indescribable, qualities become. That's why we sometimes use smaller barrels, with thinner pine walls, as noble cognacs deserve. Not to talk about efficiency, if you like. Of course, because of those thin barrel walls, a great deal of our beloved cognac evaporates naturally. But if that's the price of being good - or even noble - let it be. You can think we're weird, but at our age, it's perfectly fine to do something casually weird, isn't it? If Cognac is an oyster, Martell is a pearl First of all, the price of Martell Cognac may seem a bit sensational to amateurs. After all, it's just cognac, no different from any other cognac, right? Wrong! Of course it is, young man! What a thing to say! It's a world of difference, what makes you think so! Listen: most cognacs can be made from old grapes from any "legal" cognac region - that's a big part of the French industry. All Martell cognacs, however, are made from precious grapes grown on a very specific plot of land in the center of the Cognac region. On this very small, but extremely beautiful site, the soil, the rainfall, and even the air, all magically combine to produce just the right combination of grapes for the perfect Cognac. Even the grapes produced on such land are only the best for Martell's needs. This is why Martell has a unique quality that no other Cognac can claim: true rarity. Only one bottle of Cognac is made from every five bottles of the best wine made from the best land in the Cognac region. Not many people know this. If you look closely at this Martell copy, you'll definitely notice that NeilFrench is always good at telling you a very small detail in a serious way. The copy is full of facts, but they are so beautiful and indisputable. It seems to be lightly, but it reveals pride and confidence everywhere, using the most low-key language to tell you the most unbeatable side of the product. No wonder so many seniors will be on NeilFrench, or respect, or love, or time and again recommended his work. It is also true that the abstract words are all the same, and the details of the copy are one in a million. If you are asked to write a product introduction copy, not only the requirements of the grounded, but also forced to impress people, how do you start? I think any copywriter, the first reaction is not to think what copywriting skills, what rhetorical techniques. But first to seriously understand the product, a large number of product-related information collection. When the product understanding is deep enough, the next step should be to look for reference to see if there is a case to learn from, right? I usually most of the situation is so operation, in addition to spend time to understand the user population, a lot of time basically familiar with the product, look at the past collection of cases. For product copywriting, my attitude has always been: insight into the product, describing the details. Now most of the product copy is homogenized, many people like to use a variety of adjectives to enhance the text force. But if you remove all the adjectives in his copy. Immediately will find boring to the extreme, in fact, nothing has been said. Adjectives are not impossible to use, but if you are not very good at using adjectives, then try to use a little less. A bunch of vague adjectives brings little power to words. And describing details in product copy: first of all, it can increase user trust. The more detailed the description, the higher the cost of lying. And, it helps to create a familiarization scene. The description of details can hit the familiar cognition in the user's mind faster, thus impressing people. In addition, it can also bring a sense of concrete picture for users, avoiding the tediousness of abstract and vague clichés. For example, the classic Beetle ad copy Lemon (defective): Lemon (defective) This Beetle didn't make it in time to be loaded for shipment. There is some damage to the chrome on the instrument panel where the clutter is placed, and this is something that must be replaced. It may be hard for you to notice, but Inspector Cranor did. There are 3,389 people working in our factory in Wolfsburg whose only task is this: to inspect the Beetle at every stage of the production process (3,000 Beetles are produced every day; and there are more inspectors than there are cars). Every car's shock absorbers are tested (never spot-checked), and every car's windshield is inspected in detail. Volkswagens often failed due to surface scratches that were not visible to the naked eye. The final inspection was truly remarkable! Volkswagen's inspectors send each car like a stream of water up to the vehicle inspection table, through a total of 189 checkpoints, and then fly straight to the automatic braking table, where one of the 50 cars is always stuck with a "no pass". The result of this attention to detail is that, by and large, Volkswagens are more durable and require less maintenance than other cars (and, as a result, depreciate less than other cars). We got rid of the lemons (the defects); you got the plums (the passes). The Beetle's ad copy is extremely compelling and graphic. The ad highlights the harshness of the vehicle's out-of-home inspection, the tediousness of the inspection steps and other details ...... It's all about defusing the consumer's concerns about the poor quality of the vehicle at the time of purchase. The power to move people is often in the details. The more the copy describes the details, the more it can set you apart from others. But before that, we need to know the product very well, from start to finish, to know every detail. This includes the product's features, functions, place of origin, price composition, craftsmanship, production process, usage scenarios, sensory experience, employee's attentiveness, and so on. We need to blend in and record every fact, every scene. If you say there's nothing to write about or new about the product, I'm reminded that in the copywriter's bible, The Creative Way (TheCopyBook), there's this quote: advertising can't work wonders for a product that people don't need or desire to own. However, a skillful advertiser can bring out the neglected features of a product and arouse people's desire to own it. As you can see, only when you know the product thoroughly can you hope to go beyond the clichéd information to think freely and gain insight. And if you know little about the product, of course, you can not write product copy, not to mention the heart.OK, if the above point of view we agree, then look down. If you're writing product copy, you should definitely check out Neil French's work. Yes, he wrote the classic Chivas Regal copy that is overbearing, arrogant and carries a strong aura of contempt. It's a Royal-Chivas ad If you need to see its bottle obviously, you're hanging out in the wrong social circles If you need to taste it means you haven't had the experience of tasting it If you need to know its price turn the page, young man ...... Fortunately, when you have the experience of tasting it you should be able to afford it If there are still people who do not know this hardcore grandfather known as the "God of copywriting", I briefly introduce: Neil French (Neil French), former Ogilvy & Mather Global Executive Creative Director, a man with a cigar in his mouth forever. He was born in Birmingham, England in 1944. As a student, he was a gang leader and was thrown out of school at the age of 16. After that, he was thrown out of school at the age of 16. After that, he hung around in the red light district every day, served as a soldier, worked as a bullfighter, worked in real estate, worked as a debt collector, worked as a singer, and opened up an advertising agency, and the most shocking thing is that he has also made a pornographic film. But these do not affect NeilFrech's copywriting talent, countless classic works, domestic wine copywriters will more or less imitate his ads, and many famous advertisers will also draw on his work. He is also the only advertiser whose copywriting work has appeared in both TheCopyBook and The Definitive Edition. And probably the most awarded advertiser in the history of advertising. It's no wonder people call Neil a god, and after reading his resume it's not an exaggeration at all.NeilFrench's product copywriting excels at strategically expressing ideas with great insight into the product behind them. His copywriting ideas are clear, and he always manages to get to the heart of the matter in some small way. For example, when he created the copy for Martell, in order to gain insight into the product, he traveled all over France to have in-depth exchanges with the winegrowers, workers and all possible related personnel, field visits, and eventually collected countless details as the material for the copy. And afterward, this series of copywriting has become a model for those who came after him to imitate. Isn't such a master-class demonstration a gift of inspiration? Writing product copywriting should come to read a few times! Martell raw materials chapter left here is a perfect grape. It takes 4,000 of these grapes to make a bottle of Gold Medal Martell. To put it another way: of the tens of billions of grapes harvested in France each year, only a tiny fraction of them are used to make Cognac; yet only 1 in 60 of those grapes are used to make Martell. (You're probably beginning to be able to appreciate a certain almost obsessive concern for quality.) So think about the following: at the end of a great war, in Europe, before most readers of this line of writing were even born, before television was invented, 25 years before Singapore became a nation, we picked grapes to make wine, distilled this wine into cognac, which lay still in wooden barrels, carefully guarded by the cellar masters of three generations of winemaking families, until this year, this original grape was harvested and made into wine, which was distilled into Cognac. Carefully guarded until this year, this original grape became a gold medal Martell that only the very lucky could enjoy. Not surprisingly, in this case, perfection comes at a high price. The story of Martell Gold Legend Martell is an intertwined tale of many generations and personal sacrifices. Nowhere is this story more moving than in the saga of how aged cognac waits quietly in the cellar we call paradise. It is a satirical drama of the cellar master's sacrificial dedication in search of greatness, only to be forgotten by time. Consider that the cellar master who placed in his cellar this fine mellow wine destined to become the best Martell never had the chance to savor the fruits of his hard work. His son, the careful caretaker of his father's hard work, will never have the chance to taste it either. Even this son's son, who will inherit the family business no matter what, will not get to taste it. But one day, if the family's legacy is passed on, someone will be able to enjoy the legacy of his great-great-grandfather. This is a legacy that should not be taken lightly. If you are lucky enough to have the opportunity to taste a Gold Medal Martell, don't forget that this is not just the best cognac one can buy, it is a golden legacy that has been passed down from generation to generation. Small is good Even though some cognac houses realize that the famous Martell tastes like oak, they are not willing to compromise on small barrels. Bigger barrels are easier to vinify: they don't need to be taken care of; bigger barrels have more capacity: they are inexhaustible. But Martell is aware that the more precious cognacs come into contact with oak, the more superior their special, even indescribable, qualities become. That's why we sometimes use smaller barrels, with thinner pine walls, as noble cognacs deserve. Not to talk about efficiency, if you like. Of course, because of those thin barrel walls, a great deal of our beloved cognac evaporates naturally. But if that's the price of being good - or even noble - let it be. You can think we're weird, but at our age, it's perfectly fine to do something casually weird, isn't it? If Cognac is an oyster, Martell is a pearl First of all, the price of Martell Cognac may seem a bit sensational to amateurs. After all, it's just cognac, no different from any other cognac, right? Wrong! Of course it is, young man! What a thing to say! It's a world of difference, what makes you think so! Listen: most cognacs can be made from old grapes from any "legal" cognac region - that's a big part of the French industry. All Martell cognacs, however, are made from precious grapes grown on a very specific plot of land in the center of the Cognac region. On this very small, but extremely beautiful site, the soil, the rainfall, and even the air, all magically combine to produce just the right combination of grapes for the perfect Cognac. Even the grapes produced on such land are only the best for Martell's needs. This is why Martell has a unique quality that no other Cognac can claim: true rarity. Only one bottle of Cognac is made from every five bottles of the best wine made from the best grapes from the best land in the Cognac region. Not many people know this. If you look closely at this Martell copy, you'll definitely notice that NeilFrench is always good at telling you a very small detail in a serious way. The copy is full of facts, but they are so beautiful and indisputable. It seems to be lightly, but it reveals pride and confidence everywhere, and tells you the most unbeatable side of the product in the most understated language. No wonder so many seniors will be on NeilFrench, or respect, or love, or time and again recommended his work. It is also true that the abstract words are all the same, and the details of the text are one in a million.