First, know the copywriter and not be fooled.
What is the copy? Not what?
Copywriting is no joke.
Copywriting, referred to as advertising copywriting, is a form of expression of advertising and a profession.
Broad sense: refers to all advertisements, including advertising strategies, creativity, pictures, videos and other forms of expression.
Narrow sense: the body part (title, subtitle, activity theme, etc. ) in advertising works.
Copywriters are salespeople sitting behind keyboards. -Judith Charles (President of American Retail Advertising Company)
Judging whether a content is a copy depends on whether it has a commercial purpose, and the commercial purpose is behind the copy.
The core of copywriting work is to increase sales.
2. Three core purposes of copywriting
Similar to falling in love, you have to let your goddess or male god know you, know you, and then slowly cultivate feelings, and finally it is up to him to decide whether to determine the relationship with you.
① Cognition (know us, know the brand, know the business, know us)
Let users know about our brand and our work. Advertisements that focus on brand names and slogans fall into this category.
② Emotion (trust us)
Solve the trust problem and how to make customers feel that our products or services are good. Some touching advertisements and micro-film advertisements belong to this stage.
③ Action (buy us, participate in activities, comment forwarding)
I hope users can buy as soon as possible, or immediately participate in activities, posters of major e-commerce platforms, etc.
3. Two types of copywriting
① Brand copywriting
A. Display brand image and characteristics
Case: Coca-Cola during the World Cup and Zhihu advertisement during the Olympic Games.
B. Show brand spirit
Just like Nike's advertisement: Work hard.
Adidas: No brothers, no basketball? wait for
C. Promoting brand communication
Will say: have you experienced this thing that happened to me?
* * * Under the impulse of mass sending, Jiang posted some manuscripts on the bottle.
When you make clear the purpose of copywriting, you can start from these three aspects.
② Sales copy
An advertisement designed to attract customers to buy.
A. Clear product selling points
Introduce the selling point of the product and give others a reason to buy it. Such as: miumiu manufacturer, imported leather from Italy, starting from 239 yuan (selling point: big-name manufacturers, Italian leather, cheap)
Concealer powder: light concealer, breathable, click to buy.
B. Reasons for immediate purchase
Give the customer a reason to place an order immediately, for example, Tanabata, special price for explosions in limited time, 8. 14-8. 18, grab it immediately.
C. Clear buying guide
"Order Now", "Buy Now" and "Over 800 minus 80"
For example, an anti-frost advertisement: "Necessary for military training, explosion sunscreen list" features, "Let you spend the summer in vain" purchase reason "The whole audience is as low as 19 yuan" purchase reason immediately.
Posters, product copy details and holiday promotion copy on e-commerce websites are basically sales copy.
To write a good copy, we must first clarify four points: what to say, to whom, where to say it and how to say it.
How to say: find the target of the copy.
(2) To whom: Find the target of the copy.
(3) Where to say: find a copy to express.
How to say: find the creative method of copywriting
Good copywriting, more communication and more chatting.
How to say in the second chapter: 1 tools for finding the right point.
1. The advertisement has tried its best, but it has no effect.
Case: an advertisement of a children's clothing merchant on Tmall.
Two children, signs, said the cat, new journey, quality and slow growth,
Do you know what this advertisement is?
Click in to know that it is made of natural and organic children's wear, and it is doing 300 MINUS 60 activities.
So many purchases, but I can't see what it is, let users guess! ! !
Taboo: Don't be a copywriter that others can't understand. Users have no time to guess with you.
2. Copy the GPS and find the correct point
(1) Define the target audience.
For who, we should consider the user's gender, age, habits, hobbies and other aspects.
(2) The change result of copywriting.
After seeing the advertising copy, let the user change the brand impression or let the user buy it immediately; Or advertisements let users remember; Or crisis public relations?
(3) Rational communication of information.
Let your target group know what information they will buy, tell them what to buy and impress them.
④ Emotional drive based on sensibility.
Emotional contact, positive emotions: excitement, joy, surprise, trust, etc.
Negative emotions: fear, anxiety, anger, etc.
Emotional copy is easy to remember.
The outline of the advertising GPS target of that natural organic cotton shop is:
Copywriters who fail to achieve their goals are hooligans.
Case: the advertisement of Netease YEATION defines YEATION as good-looking and easy to use.
GPS contour
All elements in an advertisement should serve the target.
3. What do you mean by buying so much?
Solution: List all the purchase points, sort them according to the user's attention, and consider the differences with competitors.
For example, a dozen speakers, and finally chose three: retro style, founder story, function (Bluetooth connection, long playing time).
Chapter three tells who: find the right person to communicate with.
Target group tool
Reference options for types and related demographic characteristics
Crowd label? Gender, age, region, education level, occupation, income, marital status, etc.
Crowd preference? Hobbies, shopping preferences, values
Needs to be met? What needs can our products or brands meet?
Relationship with this product category? Frequency of using or purchasing this category.
Relationship with this brand? Frequency of using or buying the brand.
Impression of our advertisement? Do you know him? Do you remember him? Do you know what he does?
Buick Angkewei SUV case
Looking for demand
First, demand: find out who has demand for this kind of goods.
Second, existing customers, find out who is buying. The questionnaire found the target population.
3. Analyze the target group and find the entry point of copywriting.
If you are familiar with products and target groups, know the advantages of products, and know what users think and pay attention to us, you will have a starting point for copywriting.
?
The fourth chapter, how to say, finds three ways to write a copy.
1.2 copywriting frameworks
(1) selling point+profit point: the necessary framework of product poster copy (more eye-catching)
Buy point: it is the advantages and characteristics of the product.
Profit point: it is the income or value that this selling point can bring.
For example, around 20 million, the picture is clearer.
? Soft and light, making your feet more comfortable.
? Steamed and stirred together, which is convenient for supplementary food.
A good copy can go straight to the brain without thinking too much.
Note: the purchase is more specific, and users feel more! Selling points and profit points should be logically related.
Find the relevant label of the product or service before you consider using it. The label delineates the precise users and also considers the users' concerns.
2 pain point scenario+solution? /? Low threshold+solution effect (more prominent product features)
Is it embarrassing to always touch the cup when applying lipstick? This lipstick can last for 24 hours.
The insurance clauses are too complicated to understand. Just read these five clauses clearly! )
Find out what to buy first, so as to find the pain point better.
The copy is specific enough to be impressive.
Low threshold number+solution effect
Such as: 0 yuan learns ballet: harvesting perfect posture and noble temperament
One pill a day keeps you in good shape.
12 wardrobe must-have items, which can be worn in a week.
Seven online celebrity creams, find the most suitable one.
The use of numbers must make people feel uncomplicated.
2 The secrets of two copywriting frameworks that people can't help forwarding: expressing ideas (more screaming).
Jiang Xiao wine:
In fact, drinking is not only important for people to accompany you to drink, but more importantly, who is waiting for you at home.
Quanlian supermarket:
Netease YEATION:
It is a good way to express your thoughts through people's endorsement or using golden sentences.
4. Four criteria for testing copywriting: attracting attention, screening users, transmitting information and attracting reading.
① Eye-catching: Catch the eye within 3 seconds, or do it for nothing. The brain will think of things related to itself, so it should be related to the user. It is important to analyze the target group.
② Screening users: Advertising does not require everyone to see it, but let our target group see it.
3 convey information: people know what to say as soon as they see it. "Tmall Double Eleven, 50% off the audience"
4 attract reading: after reading the title, you can attract customers to read it. The higher the relevance between copywriting and users, the better.
Chapter 5 How to Write Long Soft Articles and Soft Advertisements
1.4P Copywriting Formula: Description, Commitment, Proof and Urgency
① Describe two methods: a. Describe the pain when not using the product.
? B describe the good mood after using this product.
Commitment: Promise that we can solve each other's pain points.
③ Prove: Prove that we can fulfill our promise, from two levels: perceptual and rational.
④ Urging: When the other party wants to buy, it is necessary to make a quick effort to urge the other party to buy.
The steps are as follows: analyze the target group-determine the copy target-determine the outline content.
Writing ability (major):
Basic learning ability, writing ability, marketing ability, insight into human nature, creativity, aesthetic ability,
Three ways to improve your ability: reading, attending classes and consulting!