To discuss gold medal copywriting, we should start with the types of copywriting. At present, there are three types of copywriting in the market:
1, packaged copy
Product description should be simple, comprehensive and concise, and there should be no exaggeration.
2. Terminal copywriting
The display text of the retail terminal should be concise and reflect the advantages. Whether it is euphemistic advice or drawing, we need to trigger an invitation to consumers through our own advantages.
3. Advertising copy
It is necessary to attack consumers sharply and directly, while maintaining the consistency of copywriting style and brand image.
What are the four basic principles of copywriting?
1, simple
The word "simple" seems simple, but few copywriters can understand it. Conciseness not only requires the names in the copy to be simple, so that people can understand them at a glance, but more importantly, to be clear.
Nowadays, many enterprises make copywriting very high, which has violated the first law of copywriting and is also the most important law. Copywriting doesn't require much height. It's as simple as a three-year-old child and illiteracy. This is a good copy, because it captures the hearts of most people.
2. Yan Wen
Yan Wen is the word or phrase that can catch consumers most in the whole advertisement. This text usually appears in the form of a title or phrase. The design of the text requires the designer to have a comprehensive understanding of the main advantages of the target brand and competitors, and this advantage points to the primary decision-making factor among the consumer decision-making factors. Through creative expression in design, advantages will be presented to consumers.
3. Art and science
Looking back now, many advertisements in the market simply don't talk about arts and sciences, exaggerate at will, fabricate the aura of various international institutions and so on. The most basic liberal arts is to respect consumers' basic understanding and let consumers get their due value from the language of copywriting. Exaggerated arts and sciences did not bring glory to brand operators, but made consumers feel cheated.
4. Writing style
Different communication purposes should have different writing styles, which are simply aimed at different people. For example, a set of software, for operators, it is best to be simple and clear; For users of the former, it is best to directly state the value that can be brought.
Writing should start from the understanding of consumers and always have a sense of science and technology for high-tech brands; The local brands of country models should reveal strong local colors.
This article is a one-page brand planning book. This is Long Yiming's original, and it is forbidden to reprint it without my permission. Please pay attention to more articles: a one-page brand planning book.