has 6 strategic directions here to help you find your own ideas better.
1, changing angle
When writing product copywriting, you can try to open it from another angle.
in the Zhou Xingchi’s movie “Domestic Ling Ling Paint”, there is such a bridge, “on the surface is a shoe, in fact it is a hair dryer”, let the audience call directly think.
The conventional use scenarios to change the product can often play a novel effect.
For example, Kindle’s classic self -hacker case, covering Kindle, more fragrant.
For example, in order to emphasize its material wear resistance, tablet computers are used as cutting board to cut vegetables.
pictures
2. Use metaphor
recently issued results. Use mango to metaphorize the results of the college entrance examination.
pictures
but the role of metaphor is not to avoid prohibiting keywords.
The metaphor of writing copywriting is to make new things more familiar. For example, Apple Pay described itself before.
“The wallet, there is no money.”
pictures
Brone the familiar wallet to metaphorize the new product Apple Pay to make the public even more Understand and cognition. . Another role of metaphors can also make familiar things fresh and interesting. For example, –
It air conditioning: Let millions of households a summer resort.
3, comparison
for comparison, allowing you to find the uniqueness of the product and find the advantages of competing products. At the same time, it can also make readers strongly feel the interests of them.
For example, Porsche’s “most people know, a few people know.”
This comparison not only emphasizes the popularity of Porsche, but also reflects its high cold temperament. Only a few people can afford it.
comparative, it is not only to emphasize the prominentness, but also shows the tension between two things. For example, slow and fast.
Reading APP: It’s very powerful, but slow down is also a kind of ability.
4, one language and double level
I don’t like low -level text games, but high -end humor will always be welcomed.
What is a dual level? In a certain language environment, let a word conveys two meanings. For example, Lenovo Computer’s slogan, “What will the world will be like a human losing Lenovo.”
During the creation, the double customs must have something instead of a joke.
For example, a retail brand is printed with such advertising on the delivery truck, with a picture of fresh and juicy tomatoes.
It fresh click.
This “click” is a double barrier, which conveys two information. On the one hand, it is reminiscent of fresh picking, and on the other hand, it tells people that people can place orders directly online.
5. Turn the weakness into advantages
Generally speaking, writing documents is cut in from the unique selling point of the product. But many products have no core interests, and that can also start with disadvantages. If the production capacity of your products is relatively small, you can express the “limited edition”;
If your price is more expensive, the copy can be written “more expensive to make people make people make people make people make people more expensive. Rest assured “;
If your packaging is too simple, then” we polish the core of the product first. ”
6. Let your copy finger
The is difficult to start with everything.
If you don’t know how to write, then talk to the reader directly. Let your copy of the copy, describe or indicate your own identity, and tell the reader you want to do next.
This of this kind of copy is generally written like this –
“This is a wine advertisement, I originally wanted to tell you, I originally wanted to tell you, I originally wanted to tell you, A kind of wine brews a kind of emotion … “
For example, the classic advertisement of Chivis is a similar method, with strong emotional impact.
The founder of Ogilvy Advertising, known as the godfather of advertising, wrote a few ways to write a copy of the copywriting on September 7, 1982. “Good writing ability is by no means an innate talent. A person must learn to write good works. Here are 10 small suggestions: (1) Reading Roman and Roman- Writing books, read at least 3 times. (2) Write it in the way you speak -naturally do not work. (3) Use short words, short sentences, and short paragraphs. : Re -conceptualization (), anti -collective (), attitude (), judgment (). Term is a sign of arrogance. (5) Writing a theme should not exceed two pages. . (7) On the day of writing a good or memorandum, do not send it out immediately. Read loudly the next morning, and then modify it. (8) If it is an important document, please help your colleagues to improve. After the other party does explain clearly, send the letter or memorandum. (10) If you want the other party to act, do not inform it in writing, and tell the other party what you want. ” R. n The Joseph Huggman said in the “Copywriting Training Manual” that “the wonderful copywriting is the core and soul of the advertising industry, whether it is a spiritual journey for printing, TV, broadcasting”, ” Copywriting writing will comprehensively reflect your ability to process all your experiences, your professional knowledge, and your ability to process this information and sell them for the purpose of selling products or services. “
” The ultimate goal of writing high -efficiency copywriting is: let a person take out his hard -earned money to buy your product or service. Really, it is that simple. “
In the middle, such as advertising (plane, radio and television player, online), sales letter, brochure, and websites. The copywriting will emerge in Twitter, social media news and updates. Copywriting also appears in articles, white paper and even books, as well as other types of content (such as video scripts and information charts). Writing documents is the behavior of using text to promote performance in any occasion.
The first point is rigorous logic. This is a procedural routine. For example, it is reflected in whether you can think about the activity plan. What are the factors that you need to pay attention to and consider it. The point of the point is that every operator can be trained slowly through work accumulation.
The second point is divergent thinking. This is non -programmatic. For example, it is reflected in whether it can write some innovative copywriting, or to impress users and attract users in an alternative way. This characteristic is difficult to improve the ability through experience sedimentation. Because good divergent innovative thinking requires cross -combining other knowledge, such as hot content of psychology, economics, and social attention, it can create content that meets both product positioning and innovative value. Even if an experienced director’s operating director is difficult to systematically improve the ability of his team members, it is more to rely on members to explore.
In the daily work of operators, what is closely related to divergent thinking and creative thinking, is the ability to write in copywriting. Durex’s Weibo’s copy is creative enough. Every time you can keep up with the hot spots, causing everyone to swipe the circle of friends. It is said that these groups of copywriters are all talents with a monthly salary of more than 30,000. The author is really envious. The level of copywriting should be improved, which is a long road, but improving the ability of copywriting is also a compulsory course in every advanced operation of high -level operations. The author summarizes the following techniques and hopes to help everyone.
The copywriting is a bridge that prys open your product or service and customer. A good copy allows the traffic in your fish pond to trust your product or service.
. So how to write a good copy, please read the following content carefully … r r r r r r r r r r r r r r r r r r r n2/4
First of all, you have to remember the three secrets of the copy:
n 1, the reader is interested, not your feeling Interested.
2. To make the reader feel that the copy you write is like communicating with him privately.
3, eliminate self.
Preprint Writing Speech Draft R n before you write, you must ponder through, otherwise, no matter how well your content is written, it will not reach obvious automatic transaction.
is writing. In the copywriting, you must pay attention to the six techniques of writing:
1. Atfication (open the meaning of the first chapter, let customers know what you are doing)
2, pain points (when you do not get your product or service, the pain, difficulties, and what benefits they face after getting it are described by the scene)
3, scheme (the pain points that the products or services that the customers have used did not get the effect of the effect they wanted were described by the scene. Effect)
4, proof (which uses customer testimony here)
5, new reality (get obtained The benefits of your product or service are described by the scene)
6, action (call for customers to act, give them some gifts or guarantees)
4/4
Through the above six techniques, a good copy is written
Many times, good copywriting is still traceable.
has 6 strategic directions here to help you find your own ideas better.
1, changing angle
When writing product copywriting, you can try to open it from another angle.
in the Zhou Xingchi’s movie “Domestic Ling Ling Paint”, there is such a bridge, “on the surface is a shoe, in fact it is a hair dryer”, let the audience call directly think.
The conventional use scenarios to change the product can often play a novel effect.
For example, Kindle’s classic self -hacker case, covering Kindle, more fragrant.
For example, in order to emphasize its material wear resistance, tablet computers are used as cutting board to cut vegetables.
pictures
2. Use metaphor
recently issued results. Use mango to metaphorize the results of the college entrance examination.
pictures
but the role of metaphor is not to avoid prohibiting keywords.
The metaphor of writing copywriting is to make new things more familiar. For example, Apple Pay described itself before.
“The wallet, there is no money.”
pictures
Brone the familiar wallet to metaphorize the new product Apple Pay to make the public even more Understand and cognition.
. Another role of metaphors can also make familiar things fresh and interesting. For example, –
It air conditioning: Let millions of households a summer resort.
3, comparison
for comparison, allowing you to find the uniqueness of the product and find the advantages of competing products. At the same time, it can also make readers strongly feel the interests of them.
For example, Porsche’s “most people know, a few people know.”
This comparison not only emphasizes the popularity of Porsche, but also reflects its high cold temperament. Only a few people can afford it.
comparative, it is not only to emphasize the prominentness, but also shows the tension between two things. For example, slow and fast.
Reading APP: It’s very powerful, but slow down is also a kind of ability.
4, one language and double level
I don’t like low -level text games, but high -end humor will always be welcomed.
What is a dual level? In a certain language environment, let a word conveys two meanings. For example, Lenovo Computer’s slogan, “What will the world will be like a human losing Lenovo.”
During the creation, the double customs must have something instead of a joke.
For example, a retail brand is printed with such advertising on the delivery truck, with a picture of fresh and juicy tomatoes.
It fresh click.
This “click” is a double barrier, which conveys two information. On the one hand, it is reminiscent of fresh picking, and on the other hand, it tells people that people can place orders directly online.
5. Turn the weakness into advantages
Generally speaking, writing documents is cut in from the unique selling point of the product. But many products have no core interests, and that can also start with disadvantages.
If the production capacity of your products is relatively small, you can express the “limited edition”;
If your price is more expensive, the copy can be written “more expensive to make people make people make people make people make people more expensive. Rest assured “;
If your packaging is too simple, then” we polish the core of the product first. ”
6. Let your copy finger
The is difficult to start with everything.
If you don’t know how to write, then talk to the reader directly. Let your copy of the copy, describe or indicate your own identity, and tell the reader you want to do next.
This of this kind of copy is generally written like this –
“This is a wine advertisement, I originally wanted to tell you, I originally wanted to tell you, I originally wanted to tell you, A kind of wine brews a kind of emotion … “
For example, the classic advertisement of Chivis is a similar method, with strong emotional impact.
The founder of Ogilvy Advertising, known as the godfather of advertising, wrote a few ways to write a copy of the copywriting on September 7, 1982. “Good writing ability is by no means an innate talent. A person must learn to write good works. Here are 10 small suggestions: (1) Reading Roman and Roman- Writing books, read at least 3 times. (2) Write it in the way you speak -naturally do not work. (3) Use short words, short sentences, and short paragraphs. : Re -conceptualization (), anti -collective (), attitude (), judgment (). Term is a sign of arrogance. (5) Writing a theme should not exceed two pages. . (7) On the day of writing a good or memorandum, do not send it out immediately. Read loudly the next morning, and then modify it. (8) If it is an important document, please help your colleagues to improve. After the other party does explain clearly, send the letter or memorandum. (10) If you want the other party to act, do not inform it in writing, and tell the other party what you want. ” R. n
The Joseph Huggman said in the “Copywriting Training Manual” that “the wonderful copywriting is the core and soul of the advertising industry, whether it is a spiritual journey for printing, TV, broadcasting”, ” Copywriting writing will comprehensively reflect your ability to process all your experiences, your professional knowledge, and your ability to process this information and sell them for the purpose of selling products or services. “
” The ultimate goal of writing high -efficiency copywriting is: let a person take out his hard -earned money to buy your product or service. Really, it is that simple. “
In the middle, such as advertising (plane, radio and television player, online), sales letter, brochure, and websites. The copywriting will emerge in Twitter, social media news and updates. Copywriting also appears in articles, white paper and even books, as well as other types of content (such as video scripts and information charts). Writing documents is the behavior of using text to promote performance in any occasion.
The first point is rigorous logic. This is a procedural routine. For example, it is reflected in whether you can think about the activity plan. What are the factors that you need to pay attention to and consider it. The point of the point is that every operator can be trained slowly through work accumulation.
The second point is divergent thinking. This is non -programmatic. For example, it is reflected in whether it can write some innovative copywriting, or to impress users and attract users in an alternative way. This characteristic is difficult to improve the ability through experience sedimentation. Because good divergent innovative thinking requires cross -combining other knowledge, such as hot content of psychology, economics, and social attention, it can create content that meets both product positioning and innovative value. Even if an experienced director’s operating director is difficult to systematically improve the ability of his team members, it is more to rely on members to explore.
In the daily work of operators, what is closely related to divergent thinking and creative thinking, is the ability to write in copywriting. Durex’s Weibo’s copy is creative enough. Every time you can keep up with the hot spots, causing everyone to swipe the circle of friends. It is said that these groups of copywriters are all talents with a monthly salary of more than 30,000. The author is really envious. The level of copywriting should be improved, which is a long road, but improving the ability of copywriting is also a compulsory course in every advanced operation of high -level operations. The author summarizes the following techniques and hopes to help everyone.
1/4
The copywriting is a bridge that prys open your product or service and customer. A good copy allows the traffic in your fish pond to trust your product or service.
. So how to write a good copy, please read the following content carefully …
r r r r r r r r r r r r r r r r r r r n2/4
First of all, you have to remember the three secrets of the copy:
n
1, the reader is interested, not your feeling Interested.
2. To make the reader feel that the copy you write is like communicating with him privately.
3, eliminate self.
Preprint Writing Speech Draft R n before you write, you must ponder through, otherwise, no matter how well your content is written, it will not reach obvious automatic transaction.
is writing. In the copywriting, you must pay attention to the six techniques of writing:
1. Atfication (open the meaning of the first chapter, let customers know what you are doing)
2, pain points (when you do not get your product or service, the pain, difficulties, and what benefits they face after getting it are described by the scene)
3, scheme (the pain points that the products or services that the customers have used did not get the effect of the effect they wanted were described by the scene. Effect)
4, proof (which uses customer testimony here)
5, new reality (get obtained The benefits of your product or service are described by the scene)
6, action (call for customers to act, give them some gifts or guarantees)
4/4
Through the above six techniques, a good copy is written