Joseph Sugerman, the author of this book, is one of the most influential advertising copywriters in America. Not only have their own company, but also write their own copywriting, run training courses to teach copywriting knowledge. This copywriting training manual is the arrangement of his teaching essence.

In his book, Schumann expounds the whole process of copywriting-from the preparation of copywriting to the methods and precautions in copywriting, and then to the final work. He shared the writing skills and tools of efficient copywriting, explained the 33 main factors of creating excellent copywriting, and conveyed the 3 1 psychological incentives that affect consumers' purchase. It is a must-read book for beginners of copywriting.

Second, the characteristics of excellent copywriting

Joseph Schumann believes that to be an excellent writer, you must have enough knowledge reserves, including general knowledge and special knowledge.

Common sense covers a wide range, including knowledge from books, personal life experiences and experiences shared by others. Sugerman believes that the best copywriters in the world are people who are curious about life. Only through constant experience will there be more innovation.

Innovation is actually not difficult, it is old knowledge and experience, produced through different arrangements and combinations. In order to be more creative, the author shares two training methods: lateral thinking method and dictionary tool method.

Lateral thinking: divergent thinking, linking the problem with something unrelated to the problem itself, will produce a new idea. Debono's "think tank ball" is such a method, that is, three words are randomly shaken out of the word 14000, and then these three words are combined with their own marketing problems to carry out divergent thinking and put forward a new idea. It should be noted here that we must not deviate from the original marketing problem.

Dictionary tool method: when turning over a dictionary, don't think of it as a collection of words, but as a collection of short stories. Because every word has its feelings, for example, the word "farmer" carries honest and hardworking information.

In addition to rich general knowledge, you need to master specialized knowledge if you want to write a good copy. The expertise here is related to every product copy written, that is, to become an expert in products.

Experts themselves have an authoritative image and always win the trust of customers. Only by becoming an expert in products, understanding the essence of products and extracting the elements that customers are really interested in can we pass the information to customers through copywriting, and finally achieve the purpose of copywriting-selling products.

Third, the axiom of copywriting creation

Axiom 1: Copying is a spiritual journey. A successful copy will comprehensively reflect all your experiences, your professional knowledge, and your ability to mentally process this information and turn it into words in order to achieve the purpose of selling products or services.

Axiom 2: All the elements in the advertisement exist for one purpose-let the reader read the first sentence of this copy.

The first sentence of an advertisement should attract readers' attention, be concise and powerful, and attract readers to read the second sentence.

Axiom 3: The only purpose of the first sentence in an advertisement is to make readers read the second sentence.

Axiom 4: The layout of the advertisement and the first few paragraphs of the advertisement must create a buying environment, which is very conducive to promoting your products or services.

Use title, beginning, picture description, etc. Create a sales environment and mobilize the reading desire and purchasing desire of target customers.

Axiom 5: Let your readers say "yes" and let them ring when reading your copy because of your sincere statement.

Advertising copy is a persuasive writing art with one-to-many sales ability.

Axiom 6: Your readers can't help reading your copy. They can't stop reading until they have read all the copies, just like sliding down a slide.

Slide effect If readers can read 25% of your advertisement, they will probably read the whole advertisement.

In addition to attractive headlines, telling stories at the beginning of a copy is also a good way to create a slide effect. So in daily life, we must accumulate the material of the story.

Axiom 7: When you try to solve a problem, break those stereotypes.

Axiom 8: Through the power of curiosity, make the copy interesting and make the reader full of interest.

Axiom 9: Never sell products or services, but sell concepts.

For example, you sell the taste of steak instead of steak-this is a concept rather than a product. (Selling the tender taste of steak instead of steak) Visualize the concept.

Each product has its own unique selling point, which can distinguish it from other products. It is up to you to understand this fact and discover the uniqueness of this product. If you do this, the simple positioning and conceptual extension of this product will become very powerful and will bring you great success.

Axiom 10: The brewing process is that your subconscious uses all your knowledge and experience to solve a specific problem, and its efficiency is determined by time, creative tendency, environment and self-esteem.

Axiom 1 1: The copy should be long enough to guide the reader to do what you want.

To convey the information you want to convey to readers, you must be clear and clear, and attract readers' attention, so there is no difference in length.

Axiom 12: every communication should be personalized, from the author to the audience, no matter which media is used.

Every copy is to communicate with readers, so we must create an image close to the individual. Personal pronouns such as "I" and "you" in one-on-one private conversation can be used in copywriting, and "my excellent team" can be used to express the team.

Axiom 13: The ideas you put forward in the copy need to be connected in an orderly way, predict the user's questions, and then answer them as if they were asked face to face.

The copy must be smooth. Long copywriting can be divided into many small abbreviated copywriting, and the logic of each one should be interrelated. We must carve our own copy, and use the power of words to guide the target customers to ask questions that we are willing to answer (through the fluency of the copy).

Axiom 14: in the process of editing, you should refine your copy (reduce the reading pressure of readers) and accurately express what you want to express with the least number of words.

Editing is a training process, using the least words and the most powerful way to express what you want to convey. Every copy has a clear goal, and everything you write must point to this goal.

Axiom 15: it is much easier to sell therapeutic products than preventive products, unless preventive products are regarded as therapeutic products or their therapeutic effects are emphasized.

Four, each advertisement should contain 64 points.

(A) 10 the role of plane elements in advertising

1. title: attract readers' attention, don't be a title party, but convey useful information.

2. Subtitle: Provide more information, supplement the title, and attract readers to continue reading.

3. Photos or drawings: Help explain products or services.

4. Description: Description of the photo or picture.

5. Copywriting: convey the main sales information of products or services.

6. Paragraph title: Sub-copy to reduce reading pressure.

7. Trademark: shows the name of the company that sells the product.

8. Price: large font.

9. Feedback: A way to provide readers with feedback on advertisements by using coupons, toll-free phone calls or ordering information, usually at the end of the advertisement.

10. Overall design: The overall appearance of the advertisement is presented through the effective graphic design of other elements.

(B) 23 common elements in copywriting

1. font: combined with the copy, it is clear and focused, making the copy easier to read.

2. The first sentence: short, easy to read and convincing enough for the reader to continue reading the second sentence.

3. The second sentence: We must keep readers' interest, create a buying environment and give people an attractive reason.

4. Paragraph title: Divide the copy, reduce the reading pressure, stimulate readers' curiosity, and make the copy look more attractive.

5. Product description: simple description of complex products, simple description of complex products. Ask yourself, "Did I explain the product clearly to the target customers?"

6. New features: Reveal the features of the product, which can be distinguished from other products on the market.

7. Technical description: Enhance readers' trust through technical description, that is, shape their own expert image.

8. Predict objections: Your target customers may raise some objections. At this time, you should raise it yourself first, and don't hide the fact.

9. Resolving objections: We must sincerely propose alternatives or completely dispel customers' doubts.

10. Gender: Knowing how to communicate with them and what might offend them can help you create a sensation in the target audience.

1 1. Clarity: clear, simple, brief and to the point.

12. Stereotype: avoid boring sentences and self-made words that are unclear.

13. rhythm: combination of long and short sentences, triple.

14. service: emphasize the service to users, how to place an order, how to obtain post-service and how to return goods, etc.

15. Physical characteristics: All physical characteristics of the product must be mentioned, otherwise the feedback may be reduced. Physical attributes include weight, capacity, size, limit, speed, appearance, connotation and so on.

16. probation period: provide a probation period for any product, but don't make the probation period too short, which will make users feel pressure to return goods because of uncertainty.

17. Price comparison: Price comparison can reflect the value of products. If your product is expensive, you should imply that it has more and better functions. If your product is cheap, users will pay more attention to its cost performance.

18. Endorsement: Endorsement by a reputable person or organization can enhance the credibility of the product. Pay attention to ensure that celebrities match products.

19. Price: The copy should highlight the price, be marked in red, and be enlarged.

20. provide a summary: at the end of the advertisement, you must summarize all the things provided to the customer, all these benefits.

2 1. Avoid dragging your feet: first, say the information you want to convey as much as possible, then streamline it to make it smooth, and make a summary at the end of the article. But the whole article should not contain too much sloppiness.

22. Ordering convenience: Make all the operations of users the most convenient and quick.

23. Ask for orders: Don't be shy, ask for orders at the end of the advertisement, and make the order "within reach". Don't hide the way you order.

(C) 3 1 psychological incentives to buy

Five, the emotional principle in advertising

Principle 1: Every word contains emotion, and every word tells a story.

Principle 2: Every good advertisement is an emotional expression of words, feelings and impressions.

Principle 3: sell products with emotion and interpret purchases with reason.

Six or seven steps to write a good article

Step 1: Become an expert on the product or service you plan to sell.

Step 2: Know your target customers.

Step 3: Write down your title and subtitle.

Step 4: Write the first draft of the copy.

Step 5: Edit the copy. Modify and simplify the copy.

Step 6: Brewing. Stop thinking about copywriting and do something else.

Step 7: Take a final look at your copy. Repeat steps 5 and 6 for continuous improvement.

Hemingway said, "The first drafts of all articles are shit." Any good written work starts with a bad first draft, and then it can become a good work after constant polishing. Just like a diamond, when it was first discovered, it looked like a piece of coal or carbon. Polishing this black and ugly stone will soon become the most precious gem in the world.