Advertising copy is inseparable from written language. But the essence of language is abstract, but the purpose of copywriting is to sell, and the key point is to make people remember, so as to achieve the communication effect and complete the task of persuading consumers to buy. So the focus of copywriting is abstraction. The opposite of abstraction is concreteness.
The so-called concreteness refers to what the senses can recognize. For example, "the world's top customer service" is an abstract statement, and "the airline that provides shirt ironing service for guests" is a concrete statement. Comparatively speaking, the latter is easier to be perceived and remembered. The more specific the words are, the easier it is for readers to understand.
Abstract language can be used, but it is unlikely if a copy uses concrete words. Words such as "easy to operate" and "automation" are typical abstract languages, but they are very helpful for refining the characteristics of concentrated products, otherwise you will spend more words to explain what "automation" is.
However, when using abstract language, we should combine specific descriptions and details to turn abstract product attributes into concrete pictures and perceptible details, which will be deposited in consumers' minds.
At the same time, it should be noted that the specific description should be as close as possible to daily life and people's general cognition, so as to arouse people's corresponding memories and let the words and readers achieve real communication.
Faced with the statement that it is too big to be true, it is often difficult for people's brains to concentrate, and it is also difficult to think with direction and purpose. Similarly, copywriting must avoid such a statement. Can't let consumers see what to do. We should limit consumers' thinking like focusing sunlight with a magnifying glass and concentrate on one point to understand.
When your advertising copy says, convenient; It's amazing. The spirit of the new era, what will your audience think? They probably won't think about anything. These words are tantamount to nonsense, neither fully explaining the benefits of products nor limiting consumers' thinking.
Of course, the product should be convenient. Why bother if it's inconvenient? Of course, these copywriting also failed to hit consumers' demand and desire to buy: consumers really need convenient and powerful products, and they also like new things that "represent the new era", but it is impossible to implant this knowledge into consumers' minds and lives by such a few words of "nonsense".
For example, your product is detergent, and the copywriter claims that "the bowl can be washed very clean", which is nonsense. The selling point of any detergent is "clean", not the cleanest, only cleaner. The point is not to tell consumers "clean" directly. First of all, this is a very empty statement, and secondly, it will make you unable to distinguish yourself from your competitors. If your advertising copy only tells consumers this, no one will remember you. What to convey is: what are the specific manifestations and specific conditions of cleanliness and what benefits it can bring to consumers. For example, you can say your dishwashing agent: it washes cleaner and doesn't hurt your hands.
Through the above cases, you will find that product homogeneity is an inevitable reality, and the copy must be abstracted and loaded with specific details in order to improve the impression left by this homogenization in the minds of consumers.
In other words, copywriting can't change the product, but it can change consumers' perception of the product. A word of advice: look for the "gold standard".
The so-called "gold standard" is a standard that products can never reach, and it is also a hidden demand in consumers' minds. Whoever occupies it will occupy a key position in the hearts of consumers.
For example, the copy of Valencia concentrated orange juice: "Either drink freshly squeezed orange juice or drink Valencia" does not mean that Valencia is equal to freshly squeezed juice, but "either" ... or "it is equivalent to upgrading your products to an equal position with freshly squeezed juice. After reading this copy, consumers can easily think of Valencia and freshly squeezed juice.
In the field of fruit juice, freshly squeezed fruit juice is the "gold standard" in consumers' minds, and it is a real tangible thing in real life. The effect is much better than simply saying "delicious".
Their similarities are easy to understand, and everyone can understand them. There are no adjectives, but they are all excellent copywriting. When you want to describe the features and advantages of the product, please refer to this method: try not to use adjectives such as beautiful, elegant, confident and delicious ... adjectives like this will make you fall into the trap of language and make it difficult for readers to have intuitive impressions and concrete memories. In addition, most verbs can bring concrete associations, such as driving, flying, cutting, drawing, writing, falling and pulling.
But the words such as completion, loss, development and dedication belong to abstract verbs. Examples are numerous. In copywriting, the best way to verify is to read your own copywriting and associate it in your mind. Anything that can be related to specific things, situations and pictures is a grounded copy. On the contrary, it is a copy that is easy to become "nonsense" and "slogan".
Therefore, the technology inside and outside our circle is also adhering to the open service attitude, and making a simple, clear, specific and exquisite integrated marketing copy more suitable for each customer.