Because, I have watched a lot of PPT over the years, what moves me is often not the cool design, but the warm-hearted copy. Over the years, many PPT have been customized, and customers praise not beautiful design, but insightful copy.
For example, the following two year-end summary PPT covers caught my attention at the first time:
"Fried on both sides can make the best steak", which is a metaphor to describe the change from one-way thinking to two-way thinking in my work this year.
"There is no road in life, and every step counts." This is about not running away from your mistakes, but using them as experience to guide your work next year.
Many cool PPT works make you exclaim "Wow, it's beautiful", and then it's gone. Therefore, I often say that in PPT production, "design is the form and copy is the soul". Although the cool design on the surface can attract people's attention, what really touches people's hearts and touches people is the copy with soul.
Today, San Ye wants to share with you how to work hard on the copywriting if you want to shoot telephoto.
Let's talk about science first. What is the copy?
Copywriting, originally refers to the table where books are placed, and later refers to the person who writes on the table. Now it refers to the position of writing work, including creative writing such as creating advertising slogans, headlines, print advertising copy, video advertising copy, promoting soft articles, and official WeChat account articles.
An excellent copywriter can always get the most touching words from a pile of complicated materials.
For example, Durex, one of the best copywriters in the industry, is a classic. Simple words always make you "smile".
Or the copy of Jeep car is also wonderful and vivid. For example, this group of Jeep copywriting, first of all, the black "Volkswagen" highlights Jeep's unique feelings.
Then ridicule "Mercedes-Benz", showing a sense of detachment of "hiding in the city".
Finally, BMW was also pulled into the water, reaching the heart, making a * * * sound, inciting users' emotions.
In the advertising industry, an awesome copy can stimulate consumers' triple response:
But don't be afraid. Third Master is not asking you to write such a copy when you do PPT, but I hope you can understand that people who write well can do PPT well.
Because copywriting thinking and refining ability are based on the insight into human nature and needs, we can impress the audience with the simplest words step by step, which is completely consistent with the underlying core competence required for PPT production.
But the copy of PPT is actually much lower than that of this kind of advertisement. Let's take a look at what PPT copy is.
If logic is the "cornerstone" of the whole PPT work, then the copy is the "flesh and blood" of PPT work. Logic+copywriting, your PPT will have a basic prototype. Color matching, typesetting, text and animation are all beautification methods that are used on this basis.
But PPT copy is different from advertising copy like Durex or Jeep. It needs to serve your PPT logic, and the logical coherence between PPT pages mainly depends on the copy.
Before we know what PPT copy is, we must first know what PPT copy is not.
(1) code word ≠PPT copy
Copying and pasting a large paragraph of text from word directly into PPT, such as a large paragraph of text at the bottom of this slide, is definitely not a copy. Copywriting is to let the audience know the information on the slide at a glance, and it doesn't take a long time to read it.
(2) Complex sentence patterns ≠PPT copy
Writing complex long sentences on PPT pages leads to obscure content, and such words are definitely not copywriting. Like the following slide, it is difficult to understand the key meaning after watching it several times, let alone the possibility that the audience will turn to the next page before watching the text speaker. Therefore, this complex sentence pattern is not copied, but a simple and powerful point of view.
(3) unclear views ≠PPT copy
We often see slides like this. You know every word, but together you just don't know what the speaker wants to express. "Unclear views" will greatly affect the communication efficiency of the presentation. For example, the following slide, you may have watched it several times without knowing what his main job responsibilities are. Therefore, the copy must have a clear point of view, and the audience does not need to be suspicious.
Next, we explain how to write a distracted PPT copy from three cases: PPT cover title, table of contents and page content.
Whether it's a work report PPT, a pre-sale proposal PPT or a business speech PPT, more than 99% of PPT covers are written with well-behaved subject headings, and more than 99% of PPT covers are written with boring "thank you".
For example, on the PPT cover of the beautiful business plan below, "business plan" is the copy of the same topic.
If you want to leave your mind and impress the audience at a glance, you need to think deeply and use copywriting thinking to extract the highlights of the whole commercial project as the title copy.
For example, when I customized the business plan PPT for Maihuajuan (reverse customized catering brand), the cover was designed like this:
"Seize the Billion Breakfast Market" is the title copy that makes the finishing point, telling investors that the market prospect of wheat flower rolls is very impressive.
The back cover copy bid farewell to the polite "thank you", but ended with the "goal" of the wheat flower roll, which made investors more clear about the development direction and goal of the wheat flower roll.
If you want PPT to go away, the cover title is the first impression, and the catalogue copy can attract the audience to go deep into PPT. However, many people are too "willful" when writing the catalogue:
Either the logic is chaotic:
Either the grammar and the number of words are inconsistent:
Or repeat nagging:
A thoughtful PPT catalogue copy should meet four characteristics: clear logic, novelty, conciseness and strength, and unity of opposites. For example, the following PPT directory of keynote speech is copied:
Or a copy of the catalogue of such a debriefing report:
Cover title copy and catalogue copy are relatively easy to imitate and learn. The content copy of PPT page is relatively difficult to learn immediately.
Due to the ever-changing content of PPT pages, large paragraphs of text, complex charts and complex graphics will cover your mind, making it difficult for you to escape the "curse of knowledge", so we can often see the following slides bombarded with information:
To deal with such page content, we need to have the ability to cut the gordian knot and simplify the complex. The most immediate and effective method is to extract the core idea or conclusion of each slide as the title (see the previous article "Write PPT page title like this, the audience will fall in love with you!" ") Let the audience know the key information at a glance.
For example, the following pages are copied:
To sum up today's sharing:
If you think today's sharing is helpful to you, your forwarding is the biggest thank you to Third Master? (? ω? )?