It can be seen that if words are not creative, advertisements will have no action. However, this is also the reason why words should be creative. In order to make the copy more innovative, "3W 1H thinking mode" is adopted.
The so-called "3W" means "who says to whom": Who are you going to sell your products to? Who is your target suitor? "Why": What kind of behavior do you want consumers to see? Say what: What's the message? Which is the most important? And "1H" refers to "how to say it": that is, what expression can make T.A. most interested in reading. Second, the basic skills of copywriting before copywriting are just like practicing kung fu. You must "squat" first.
The basic skills of copywriting can be summarized into three types, namely: 1. "Long sentences become shorter sentences": for example, "my 35-year-old colleague's skin condition is better than mine" (long sentences) is converted into "Apple's muscle, age 35, skin age 18." In short, the number of words cannot exceed twelve.
2. "Let the sentence have a picture": For example, a name will be more attractive than a beautiful woman. 3. "Replace selling (writing) products with selling (writing) benefits": For example, let consumers know what special benefits they can get after buying this product? And it should also compete with competing products 323131335323635438+0343130323136353333e 78988e 69d8331333433333335.
3 Third, the development of copywriting structure Copywriting, like writing, should also have a structure that connects the past with the future. Call it "A.I.D.A style" as follows: 1. "A" means paying attention, that is, paying attention to the eye-catching degree of the topic.
2. "I" is interest, in the first paragraph of the copy, in order to attract consumers to continue reading. 3. "D": Desire is desire, which means that the content of the copy can stimulate consumers' desire to buy.
4. "A": Action is action, which refers to the last paragraph of the copy, which can trigger the consumer's purchase action, thus creating a sense of * * * that appeals to consumers.
2. How to write a copy at the beginning is more attractive? Before you start writing a copy, you need to conceive your own article structure, because if you don't even know what you want to say at the beginning, middle and end of what you want to write, you can't write a good copy. At best, it is an advertisement that you can barely read smoothly. You don't have to be completely confident, but at least you should clear your mind and know the key points you want to highlight. It's like learning for yourself and others.
Zhi, as a marketing article, your ultimate goal is to make readers who really need Tao buy your products. First of all, you should show the unique selling points of the products you sell, such as cost performance, quality and function. After reading this, you may want to say, what if our products have no unique selling points? Listen to me, friend. It is important that you let those who really need it know that they need it. If it has nothing to do with market demand, then its existence is a mistake.
3. How to write a good copy What is a good copy? 1. If you produce a new mobile phone, it has an 8-megapixel camera and a display with a resolution of 1080p, so you can shoot, edit and share it in ultra high definition.
How will you sell it to users? Will you say, "The new 8 megapixel camera provides video shooting function up to 1080p, and the mobile phone has built-in editing tools, which can be directly shared with friends." Although the words are clear, ordinary users will be blocked from such professional words as 1080p.
They don't know what this number stands for or how much is good. Let's see what the iPhone says.
"Shoot, edit and share. They are all in HD. "
It doesn't need to be too complicated, and users can understand it at a glance. We say that users don't care about these technical parameters, but care about "what they can do and how much better they can be than others."
(Thanks to Fat Pei Hu for providing the case. For more Apple copywriting, please refer to the first sample of Apple copywriting. What you know can often inspire confidence more than what you don't know, and what you are unfamiliar with can only generate awe and speculation. If you change "drinking Wang Laoji for fear of getting angry" into "a cool Chinese herbal medicine beverage that can dispel the heat in the human body" and "washing the intestines and taking a bath" into "clearing the bowels in the body, expelling toxins and caring the face", will you still remember them? 2. concise and enough. Everyone thinks Apple's copy is very good and concise.
So the fewer words the better? I think from the design point of view, the fewer words, the simpler the page. However, this is not the case in the eyes of copywriters.
79% people can't read, but only scan and browse; And 16% people watch everything. This 16% people are your target group and are interested in your products.
If they are not interested in your product, they won't care if there is too much text on your page. Foreign IDC organizations have done research on online shopping users, and 50% of users did not complete the purchase because they did not get enough information.
Once users find the information they need, they will skip other parts and click the buy button. If they don't remember the whole page, there is a problem.
This is the home page of a website. Can you see what it does? So, try to provide complete information. There is no long copy, only poor copy, and the copy should be based on sufficient basis, taking into account the context.
Some people may ask, what if there is too much information on that page? In fact, it is very simple, and it can be solved by tab or link. 3. There are too many authentic online traps, and the product manager is mistaken for a liar when giving prizes.
Some things are simple to say, but it is difficult to convince others. You need to produce enough evidence to prove yourself. The above is the introduction page of Dyson vacuum cleaner.
The cost of replacing bags, belts and filters for ordinary vacuum cleaners is about $267 in five years, but Dyson's design removes these appendages, so users don't have to spend money on it. Other vacuum cleaners have been spending money. Dyson vacuum cleaner has been working.
Simple comparison can stimulate users' desire to buy, because I have every reason to convince you. Change the position and tell the user what he can get, not what you have.
It is better to say "you can have first-class service" than "we can provide first-class service". People always care more about themselves. So, try to avoid the first person.
The above is a partial introduction of the functions of QQ20 12. The main body of "adding video beautification function" is actually us. "We added video beautification function".
What is the user's reaction at this time? "oh". If you change places: "You can chat with each other under the stars."
Maybe the user will change from "Oh" to "Wow". Standing in the other side's position, telling them what benefits they can get will be more easily recognized by users.
5. Emotional copy can give users a sense of intimacy and resonate with each other. You can try to express it with your life or by understanding other people's lives.
If something touches you, it will probably touch others. "Before the real Prince Charming appears, protect her like a prince-Chi Mei's true colors". Should all daughters' fathers be shocked to see it? There is no need for cliches and sensational words, and the feelings of father and daughter are expressed incisively and vividly in simple words like fairy tales.
Is there an image of an ordinary man working hard for his daughter? Ordinary things around you are the easiest to impress users.
Just like the opening video: (beggar) "I'm blind". (Passerby) "I'm not, I can't feel your pain."
(Beggar) "What a beautiful day ..." (Passerby) "Yes. Unfortunately, you can't see it. " This is the charm of * * *.
How to write a copy? Referring to several articles, I summed up a quick method of copywriting. Simply put, please pat the bricks. Let's take fast payment as an example: 1. Suppose you were introducing fast payment to your friends, what would you say? You can speak as much as possible and remember the spoken words you use.
For example, "tell you a good payment method, fast payment, as long as two passwords, and you don't need to log in to online banking, you don't need to bring a U shield, which is safe and fast, greatly reducing the payment time." 2. Extract the key points, that is, the key selling point "fast payment, which can be paid with only two passwords, without logging in to online banking with a U shield, which is safe and fast, greatly reducing the payment time."
According to the above statement, "no need to log in to online banking" and "reduce payment time" are the key points of this sentence. To sum up, it is "convenient" and "quick".
Then choose one of them as the key word, taking "Kuai" as an example. 3. Turn it into a benefit for users "can save your time". It is more intuitive to prove the facts. People's attention level: graphics are the most intuitive, followed by numbers, and finally words.
If it can be expressed by figures and numbers, on the one hand, it can attract users' attention, on the other hand, it can make users easier to understand and believe. Assuming that the online banking payment time is 60s and the fast payment time is 10s (data is for reference only), the time saved is 50s.
Only say that 50s users have no concept, which can be converted into percentage to make users more direct. "Fast payment can save you 83% of the payment time" 5. Check the overnight test again the next day, or find someone else to do a small survey, and you can find the problems of contextual cohesion and user pronunciation.
If you can't judge which of the two expressions is better, you can use the method of ABtest and let the data tell you the answer. All the above methods are possible.
4. Ask for a small font. Looking from the window, my eyes are colorful.
When the wind blows gently, with the heat of summer and the freshness of flowers and plants, tell me that the color in my eyes is youth and the color of my youth is changing. Diligence-green is the glory of wood, and green is the glory of grass.
Trees, with hard work, make themselves prosperous; Excellent grass, with diligence, make yourself green and swaying; I, on the other hand, branded myself with youthful green. The ivory tower in my dream is long, like the green in my eyes, shining firmly in the dark.
For the dream, I work hard, for the dream, I struggle. In the morning, I was greeted by the first ray of golden light in the morning; At night, there is a bright moon everywhere.
At the foot of learning, I take diligence as the road; In the sea of knowledge, I built a boat with suffering. Fiery red, moist and pulse.
Lotus, swaying, makes itself curly and vivid; Aquatic plants, with floating, make themselves warm and affectionate; I use the red of youth to give myself a lively shadow. For the shadow, I am active in every corner of the campus.
Physical education class, I run and jump. After class, my shadow is a moving point in the sun. I am eager to make friends, I am eager to talk to people, I am eager to express my views, and I am eager to be noticed.
Lively, the true color of my youth; Warm, the background color of my youth, red, the highlight of my youth. Melancholy-the blue independent bridge is full of sleeves and breeze, and the Linping Crescent people return to their hometown.
Independent and lonely, the bridge is lonely, the cold wind blows, the night is getting up, and there are no pedestrians. On the small bridge, I am alone in the confusion and helplessness that I can't get rid of and want to return.
Although youth is dazzling, it is also mixed with blue of depression. Some helplessness in life, occasional incomprehension of elders and some difficulties in learning all make my sky blue but not cold.
Melancholy blue is the most helpless loneliness in youth. The world marks my life day by day, and the gears of the years have worn away my traces. That is youth, which makes my picture scroll colorful and youthful, and makes my dreams transparent and pure; It is youth that makes my mind pious and uplifting.
Youth's dream is a burning torch, youth's vision is a turbulent sea, youth's life is brilliant, youth's emotional world is profound, and youth's dream world is the sunset and loneliness in Qi Fei. Through the window lattice, I saw the color in my eyes-the color in my eyes on the topic of youth.
5. How to write a copy 1? Be sure to dig deep into what you are good at, so that you can have real materials in your mind and share them to be a good copy. 2. Insist on reading more books and read more excellent copywriting written by others. How to judge the quality of others' copywriting depends on the amount of reading and comments. The important thing is to stick to 3. Accumulate, sometimes you don't have to write it yourself. This is the so-called reference, not plagiarism. If you really can't write, just use your own things for reference. 4. A good copy, the structure of the article is very important. First of all, the topic must be attractive, and second, the article should be typeset, just like we write a composition at school. 5. There are many types of copywriting content, such as: story type, hot topic type, controversial type, depending on the specific type to do the corresponding homework. 6. To sum up, we must read more books, study more, accumulate more, and mature later.
6. Appreciation of classic copywriting, how others' copywriting can be refined into classic copywriting: 1. Before writing a copy according to the positioning, we must first make clear what the product positioning is and who to show it to.
Only by grasping the core demands of users and expressing the highlights of products clearly can we attract users to achieve efficient transformation. 2. The meaning is clear. When the copy is in line with the product positioning, it should be quickly understood by the audience.
Excellent copy can make people grasp the key points in an instant, rather than writing very obscure and abstract. 3. Copywriting that produces * * * and produces * * * is a positive emotional feeling when something described in the product is associated with the situation in the audience's memory.
4. add interest. If your copy expresses the product features in an interesting way, it will make people want to share it or spread it quickly. Extended data:
Classic copywriting: 1, Shangri-La-The advertising slogan of real estate is finely crafted. Gan Lingqiu loves the permanent residency of a national treasure window view. Others have it, and so does Shangri-La.
Shangri-la has it, but others may not have it. 2, Shuilian Villa-real estate advertising language has Anfa Shuilian professional health management. Anfa Shuilian, as long as you relax, you can keep healthy cows alive and healthy.
3, skyscrapers-real estate advertising slogan youth, MRT. Skyscrapers attract family dreams. In Danshui, they attract our long holidays, and they attract me and my happiness. Among fresh water, skyscrapers attract fresh water, which is the most attractive. They attract perfection. Dream the biggest and have the best scenery. Skyscrapers attract vows and turn them into practical ideals. A skyscraper attracts you to embrace mountains and rivers, and you are always sincere.
Baidu encyclopedia-copywriting.
7. Please write an advertising copy. If you have an idea, write it yourself. I hate my sister. We've all been strangers since childhood. She didn't like what I did. She was either angry or hit me. I thought I would hate her all my life. It wasn't until that day that I saw her tears for the first time that I realized that someone really cared about me in this world. If my eyes don't see the truth, I will always think that I can see a little truth. I like being alone very much. Actually, I don't like it that much. Do I like reading too much because I don't like talking or because I'm too ordinary? Growing up, I didn't have many friends. Sometimes, I wonder why there are others in this world. Until that day, from that day on, she changed my mind. The most difficult thing to explain in this world is fate. Would I be so lucky if my eyes didn't see the truth? See a little truth, see a beautiful life glasses. My life is so ordinary. I can't guess how ordinary life is. We will go shopping, watch a play and have a birthday dinner. He will send me flowers. Is it a little freedom? He can't see many shortcomings. Am I asking too much? We spend a lot of time together, but every time, we have known each other for so long. I didn't know until I saw his back that someone really cared about me in this world. I was really touched (note) "I'm sorry, you are still angry …" If my eyes didn't look, it's really possible that I wouldn't cry all my life in order to see a little truth and a beautiful life.
8. I like a real estate advertising copy: interdependent, warm and sweet days support each other's lives. In every morning and evening, no one knows how much sweetness and suffering he has had, or that no one cares about the present, and the days are getting better and better. They have more ideas, but their love is brighter and brighter. No one will doubt that it is sunny this afternoon. This is just advertising text. ) advertising copy includes advertising title, advertising slogan, advertising text, advertising attachments, to be complete. There are also different copybooks suitable for different media, so we should create different copybooks according to different media characteristics. Finally, we should create according to products or services, and there is no format. Advertising is innovative and flexible. I hope you can do well in the exam! .
9. Ask for a small font. Looking out of the window, my eyes are full of color.
When the wind blows gently, with the heat of summer and the freshness of flowers and plants, tell me that the color in my eyes is youth and the color of my youth is changing.
Diligence-Green
Because the wood is glorious and the grass is green.
Trees, with hard work, make themselves prosperous; Excellent grass, with diligence, make yourself green and swaying; I, on the other hand, branded myself with youthful green.
The ivory tower in my dream is long, like the green in my eyes, shining firmly in the dark. For the dream, I work hard, for the dream, I struggle. In the morning, I was greeted by the first ray of golden light in the morning; At night, there is a bright moon everywhere. At the foot of learning, I take diligence as the road; In the sea of knowledge, I built a boat with suffering.
Intense red
The water is red and the pulse is flowing.
Lotus, swaying, makes itself curly and vivid; Aquatic plants, with floating, make themselves warm and affectionate; I use the red of youth to give myself a lively shadow.
For the shadow, I am active in every corner of the campus. Physical education class, I run and jump. After class, my shadow is a moving point in the sun.
I am eager to make friends, I am eager to talk to people, I am eager to express my views, and I am eager to be noticed. Lively, the true color of my youth; Warm, the background color of my youth, red, the highlight of my youth.
Melancholy blue
The independent bridge is full of sleeves, and Lin Ping returns to the new moon.
Independent and lonely, the bridge is lonely, the cold wind blows, the night is getting up, and there are no pedestrians. On the small bridge, I am alone in the confusion and helplessness that I can't get rid of and want to return. Although youth is dazzling, it is also mixed with blue of depression. Some helplessness in life, occasional incomprehension of elders and some difficulties in learning all make my sky blue but not cold.
Melancholy blue is the most helpless loneliness in youth.
The world marks my life day by day, and the gears of the years have worn away my traces. That is youth, which makes my picture scroll colorful and youthful, and makes my dreams transparent and pure; It is youth that makes my mind pious and uplifting.
Youth's dream is a burning torch, youth's vision is a turbulent sea, youth's life is brilliant, youth's emotional world is profound, and youth's dream world is the sunset and loneliness in Qi Fei.
Through the window lattice, I saw the color in my eyes-youth.
The color in my eyes
10. Ask for a complete advertisement copy. A man rushed to the church. It's too late for him to get married today! ! When I arrived at the church gate, my heart was depressed when he remembered his promise that his future wife would not get married unless she was a diamond ring.
Leave. The first marriage died.
It's that man running around again, haha, buying a diamond ring. When I arrived at the church, I found that I was late again and the building was empty! Second death! It is the same person who bought the diamond ring early and went to church early.
It broke his heart to watch the couple leave happily! ! He was about to leave disappointed when the bride came with shoes. Today, the bride is late ! ! (2) In the corner of the bar, a man and a woman are sitting back to back, holding the same diamond ring box in their hands. They want to show their love for each other.
Something unpleasant happened. At the same time, they received a phone call from their lover.
They returned to their seats in pain. Then they both saw each other's diamond ring box.
Two people surprised dumbfounded! ! They fell in love at first sight, immediately forgot the past and fell in love! ! ! ! At the masquerade party, a man and a woman met. Although wearing a mask, I have a good impression on each other through words and deeds.
The only thing I see is each other's diamond ornaments! In fact, the two are neighbors who have never met before. One day after the dance, the two met unexpectedly in the corridor.
I saw each other's diamonds, noticed each other, and fell in love at first sight. Two people do it! ! (4) On a rainy night, a pair of lovers met.
There are too many people, and they have been squeezed by the crowded crowd for several times and have been waiting anxiously. Without any communication tools, the two raised their hands at the same time.
The diamond ornaments on the hand complement each other. Roger that. ! Meet you! .