And trying to fill the lack of this feeling is the reason why he "bought".
Some people say it's simple. If you want a person to be lacking immediately, go up and slap him hard.
Of course, this is just a joke.
However, this leads to a key point that touches consumers: pain points.
When writing a copy, you can throw out the pain points that consumers are dissatisfied with and need to solve urgently, so that they have a strong sense of lack and bring them into themselves, so that consumers can feel the irrationality of their current status and ideal state, and finally promote the next step of change.
So this leads to a classic and effective copywriting formula: specific pain points+solutions.
First identify the pain points that consumers urgently need to solve. The more accurate and specific, the better. Then use copywriting to describe this pain point, preferably the pain point that consumers have been experiencing in a certain scene. Then, based on this pain point, I propose a concrete and reliable solution. Establish a material library
A manuscript, read the material must be written hundreds of times.
This is a common accumulation process, reading a lot of books, reading classic copywriting, watching creative advertisements, watching movie lines, listening to lyrics, observing words in life and so on. If you find a good one, it will be included in your own material library, and the classification will be clear. You can call them whenever you need them.
02
Handwritten copy
The brain is a good thing, knowing how to think; A pen is also a good thing, knowing how to remember.
Handwriting is also a good habit, and many big names in the industry will insist on it until now.
So, if you have enough time now, you might as well prepare a copybook and a pen.
When you see good classic copy, movie dialogue, lyrics, poems, golden sentences in books, variety quips, etc. Take out your pens and copy them on your copybook. If necessary, you can even duplicate it.
03
Pixel level simulation
I think imitation is the only way to copy. Imitation is not simple or shameful. On the contrary, imitation is worth encouraging, especially at the pixel level.
Plagiarism is simple, but pixel-level imitation is awesome! It requires you to think about every detail, not just the form, but the essence, why do you write like this, what can I write, and how to write better.
If a novice copywriter wants to write a classic copy, let's start by imitating the classic copy.
04
Writing plot
Writing a copy requires hands, not only a brain that keeps thinking, but also a pair of hands that can't stop.
Haruki Murakami gets up every morning and spends five to six hours writing. He must write 10 pages, with 400 words per page. No matter how good or bad you are, you should write ten pages, not too many.
As a copywriter, you should not only read more books, but also write more. You don't have to write a copy carefully. You can write a trip, watch a good movie, listen to a favorite song, experience a turning point in life, see interesting people, read books, have feelings and have inexplicable whimsy.
At present, there are many writing platforms, such as WeChat official account, today's headlines, short books and so on. , can be used as their own writing place, write what they want to write and say what they want to say.
Let the people you see feel a wonderful trip through your language and words, just like watching a movie, listening to a song, reading a book and meeting an interesting person.