The works written by Guan Jianming, a former Ogilvy & Mather gold advertiser, have accepted many new ideas about my copywriting and can be used in practice. At first, the understanding of headlines and copywriting mostly stayed at the basic level of conveying information, but in fact, a good copywriting can change people's cognition and guide readers to act.

Share my three gains:

1. Five ways to write a title

1. Write headlines with news.

If you are interested in novelty, you can make use of knowledge in a certain field, fact news, famous industry brands and so on. Associate the title with it, which will improve your attention.

2. Write down the title in a friend's conversation.

It would be more credible if a good friend said the same thing to you. Change the written language into everyday language, just like we usually talk to our friends, such as "you" and "reliable".

Step 3 give practical tips

If you want to find a quick solution to a problem, the topic can also be used in this way.

Write down the common problems of a certain kind of people in the topic, and then give specific solutions.

For example: three ways for ordinary people to grow up efficiently.

Give each other a surprise

Highlight the highlights and scarcity of products in the title.

Take advantage of unusual experiences

For example, "Harvard graduates choose to sell pork" to attract attention through identity mismatch.

Two. Copy template

Copywriting is not just listing product features, but learning to use different skills.

The process of writing a copy includes: headlines catch people's eyes, stimulate their desire to buy, win the trust of readers, and guide them to place an order immediately.

Every step draws us closer to the readers in different ways, such as cognitive comparison: emphasizing the difference between another product and us and highlighting our advantages.

Enhance the trust of readers through the argumentation of authoritative experts ...

Only by thinking about readers' concerns, finding out their main needs, and fully solving readers' problems through matching with product characteristics can we write a good copy better.

(The picture is selected from the book "Explosions")

Three. Life has changed.

1. The inspiration in writing is: find out your target readers, think about the problems they want to solve most, what is the most important value your article can convey, and then remove unnecessary information.

2. Copywriting skills are similar to sales thinking. For example, the premise of transmitting information is to win trust, understand the target customers and match specific information for specific pain points.

3. Compared with rational words, emotional expression can change behavior more, and the narrative with the help of stories is more vivid.