2. Ask for an advertisement copy. I like a real estate advertising copy:
Depend on each other, and the days are warm and sweet.
Support each other's lives, every morning and evening, no one knows.
How much sweetness and pain they have experienced.
In other words, nobody cares.
Now, as the days get better, they have more ideas.
But love is getting brighter and brighter
No one will doubt it.
It's sunny this afternoon.
This is just the text of the advertisement.
Advertising copy includes advertising title, advertising slogan, advertising text and advertising attachments, which should be complete.
There are different copywriting for different media, and different copywriting should be created according to different media characteristics.
I hope you can do well in the exam!
3. How to write a copy is interesting, not empty, and it is an "artistic masterpiece" created by people's hard work. They feel great and the company is satisfied. As a result, consumers don't buy it, either there are fewer calls or the sales volume can't go up. What's the problem? Some people say that the problem is that the copy is not hard enough, and some people say that the copy is not accurate enough.
So, how can we create a good copy that is hard enough and accurate enough? I didn't know who I was until I did enough basic research. You should first digest the information about the product and market, and then describe the product in no more than 20-30 words. These 20 words should include the characteristics, functions, target consumers and spiritual enjoyment of the product. 2. Think about the promise to consumers and know what I can do. Then you have to ask yourself: What should I promise to my consumers? This is very important. No one will buy your things if there is no commitment. The more specific the commitment, the better.
The promise of "making you beautiful" is not as powerful as "removing spots on your face" and "making your skin fair and shiny", as powerful as "saving money for you" and as powerful as "saving you 10 yuan"! Don't write down promises that you can't believe. Your promise * guarantees what should be considered clearly in the copy. 3. Set a tone for the copy and think about what you want to say. With these two points, you can determine a core idea, also called a big idea.
This core idea is very simple, and it has a strong ability to extend into a series of advertisements. It is original and can awaken many indifferent and indifferent consumers, which I will talk about when I talk about creative methods later. For example, the core idea of Olin distilled water is "Drink Olin when you are thirsty", and a series of advertisements are launched around people's "thirst" and "thirst", which is a sensation.
The great idea of "red evergreen sheep placenta extract" is "red evergreen, relieving grievances for women". "Uneven" refers to "wrinkles and acne" on the face, and also refers to the grievances in the heart. The series of advertisements launched are also quite eye-catching. 4. Think of an attractive title and start the topic 1. The most important thing in every advertisement is the title. The title is well written, and the advertising winning rate is 70-90%. Please grasp three basic points in the creativity of the topic: ① storytelling: stories with attractive topics will attract people to read the text carefully; 2 novelty: an advertisement that can arouse people's curiosity will attract many readers, and the title of the advertisement must be novel; News: Everyone loves to watch news. Headlines written like news will attract people's attention.
In order to write a good advertisement, please be sure to write more than fifteen titles first, then start writing the text, and then choose a satisfactory one. 2. The three characteristics of title creativity are discussed above, and some creative methods are mainly discussed below.
① Personification: When a product is personified, it usually has good creativity and is quite vivid. 2 reverse thinking: others always say that they are the boss. If you admit that you are the second child, it will be extraordinary.
For example, the book "Ives is the second in the taxi industry" created by Weiqian Booker Company for Ives taxis is shocking. ③ Scenarios: Many advertisements rely on familiar scenes in life.
For example, describing the conversation between men and women when they go home, the scenes in the office, the scenes in the college entrance examination and the scenes in the park are all very human. ④ With the help of hot topics and news.
⑤ Using metaphor, symbol, association and other methods: Comparing or associating a certain feature with an image or other things will often have more amazing effects. ⑥ Use exclamatory tone creatively, such as "of course", "hateful" and "dear", which is very attractive.
⑦ Using familiarity and layout creativity. 8 with the help of pets, beautiful women and babies.
5. The wonderful content of structured copy is happily exchanged 1. The most important thing for a good copy is to tell the truth, not to put on airs; Give intimacy and inject real feelings. To tell the truth, the most classic is Ogilvy's idea "When Rolls-Royce is driving at 60 kilometers per hour, the loudest noise in the car comes from electronic instruments", which lists a lot of facts and is extremely wonderful.
Advertising text must avoid empty preaching and tell consumers some very real and specific figures. Give the copywriter a sense of intimacy, that is, you must write the article in a friend's tone, and your words reveal your sincerity and closeness. Your temperament will be brought into the product, and consumers are likely to buy the product.
If you write with true feelings, the words that touch you will definitely touch others. There is an advertisement in the Olin Distilled Water Series, which is about my own personal experience and touched many people. 2. Good advertising copy greets the target group directly.
Your target consumer group is women, so it's better to have words like women and sisters in the copy. If it is the mother of the child, there must be the word "mother", if it is a man, there must be the word "man". 3. A good advertising copy is not necessarily a short story.
Many people mistakenly think that no one will read a long speech, but in fact, a fascinating long speech will attract many readers. If a product can be clearly expressed in a short story, it is short. If you use a long copy, it will be more vivid and powerful, and it will be more powerful to promote.
4. It will be more attractive to arrange lottery, gifts and coupons in the advertising copy, and it will give people a refreshing feeling when telling these gifts or lottery. If the advertising copy can be combined with an event or activity, it will be more vivid.
6. To write a good copy, you must have enough pictures and reference materials in your mind. I learn from Ogilvy and Leo Boehner. I have a notebook to record very good ideas. When my thoughts are exhausted, I will open these "treasure boxes" and have a look.
I often use my spare time to cut newspapers, cut out a good advertisement and great news headlines for emergencies. When I write an article, I think about illustrations, so that you can have a good communication with designers.
7. Don't use uncommon words. It's better for you to treat advertisers as people with general junior high school education. Don't beat around the bush, and don't be moved by your own ideas and refuse to give up. Think about it. If there is a woman with a junior high school education sitting opposite you, can you be "indifferent" to her? The following words can be used frequently: free dear dear dear.
4. How to write a good copy What is a good copy? 1. If you produce a new mobile phone, it has an 8-megapixel camera and a display with a resolution of 1080p, so you can shoot, edit and share it in ultra high definition.
How will you sell it to users? Will you say, "The new 8 megapixel camera provides video shooting function up to 1080p, and the mobile phone has built-in editing tools, which can be directly shared with friends." Although the words are clear, ordinary users will be blocked from such professional words as 1080p.
They don't know what this number stands for or how much is good. Let's see what the iPhone says.
"Shoot, edit and share. They are all in HD. "
It doesn't need to be too complicated, and users can understand it at a glance. We say that users don't care about these technical parameters, but care about "what they can do and how much better they can be than others."
(Thanks to Fat Pei Hu for providing the case. For more Apple copywriting, please refer to the first sample of Apple copywriting. What you know can often inspire confidence more than what you don't know, and what you are unfamiliar with can only generate awe and speculation. If you change "drinking Wang Laoji for fear of getting angry" into "a cool Chinese herbal medicine beverage that can dispel the heat in the human body" and "washing the intestines and taking a bath" into "clearing the bowels in the body, expelling toxins and caring the face", will you still remember them? 2. concise and enough. Everyone thinks Apple's copy is very good and concise.
So the fewer words the better? I think from the design point of view, the fewer words, the simpler the page. However, this is not the case in the eyes of copywriters.
79% people can't read, but only scan and browse; And 16% people watch everything. This 16% people are your target group and are interested in your products.
If they are not interested in your product, they won't care if there is too much text on your page. Foreign IDC organizations have done research on online shopping users, and 50% of users did not complete the purchase because they did not get enough information.
Once users find the information they need, they will skip other parts and click the buy button. If they don't remember the whole page, there is a problem.
This is the home page of a website. Can you see what it does? So, try to provide complete information. There is no long copy, only poor copy, and the copy should be based on sufficient basis, taking into account the context.
Some people may ask, what if there is too much information on that page? In fact, it is very simple, and it can be solved by tab or link. 3. There are too many authentic online traps, and the product manager is mistaken for a liar when giving prizes.
Some things are simple to say, but it is difficult to convince others. You need to produce enough evidence to prove yourself. The above is the introduction page of Dyson vacuum cleaner.
The cost of replacing bags, belts and filters for ordinary vacuum cleaners is about $267 in five years, but Dyson's design removes these appendages, so users don't have to spend money on it. Other vacuum cleaners have been spending money. Dyson vacuum cleaner has been working.
Simple comparison can stimulate users' desire to buy, because I have every reason to convince you. Change the position and tell the user what he can get, not what you have.
It is better to say "you can have first-class service" than "we can provide first-class service". People always care more about themselves. So, try to avoid the first person.
The above is a partial introduction of the functions of QQ20 12. The main body of "adding video beautification function" is actually us. "We added video beautification function".
What is the user's reaction at this time? "oh". If you change places: "You can chat with each other under the stars."
Maybe the user will change from "Oh" to "Wow". Standing in the other side's position, telling them what benefits they can get will be more easily recognized by users.
5. Emotional copy can give users a sense of intimacy and resonate with each other. You can try to express it with your life or by understanding other people's lives.
If something touches you, it will probably touch others. "Before the real Prince Charming appears, protect her like a prince-Chi Mei's true colors". Should all daughters' fathers be shocked to see it? There is no need for cliches and sensational words, and the feelings of father and daughter are expressed incisively and vividly in simple words like fairy tales.
Is there an image of an ordinary man working hard for his daughter? Ordinary things around you are the easiest to impress users.
Just like the opening video: (beggar) "I'm blind". (Passerby) "I'm not, I can't feel your pain."
(Beggar) "What a beautiful day ..." (Passerby) "Yes. Unfortunately, you can't see it. " This is the charm of * * *.
How to write a copy? Referring to several articles, I summed up a quick method of copywriting. Simply put, please pat the bricks. Let's take fast payment as an example: 1. Suppose you were introducing fast payment to your friends, what would you say? You can speak as much as possible and remember the spoken words you use.
For example, "tell you a good payment method, fast payment, as long as two passwords, and you don't need to log in to online banking, you don't need to bring a U shield, which is safe and fast, greatly reducing the payment time." 2. Extract the key points, that is, the key selling point "fast payment, which can be paid with only two passwords, without logging in to online banking with a U shield, which is safe and fast, greatly reducing the payment time."
According to the above statement, "no need to log in to online banking" and "reduce payment time" are the key points of this sentence. To sum up, it is "convenient" and "quick".
Then choose one of them as the key word, taking "Kuai" as an example. 3. Turn it into a benefit for users "can save your time". It is more intuitive to prove the facts. People's attention level: graphics are the most intuitive, followed by numbers, and finally words.
If it can be expressed by figures and numbers, on the one hand, it can attract users' attention, on the other hand, it can make users easier to understand and believe. Assuming that the online banking payment time is 60s and the fast payment time is 10s (data is for reference only), the time saved is 50s.
Only say that 50s users have no concept, which can be converted into percentage to make users more direct. "Fast payment can save you 83% of the payment time" 5. Check the overnight test again the next day, or find someone else to do a small survey, and you can find the problems of contextual cohesion and user pronunciation.
If you can't judge which of the two expressions is better, you can use the method of ABtest and let the data tell you the answer. All the above methods are possible.
5. How to write a good copy? What is a good copy? 1. If you produce a new mobile phone, it has an 8-megapixel camera and a display with a resolution of 1080p, so you can shoot, edit and share it in ultra high definition.
How will you sell it to users? Will you say, "The new 8 megapixel camera provides video shooting function up to 1080p, and the mobile phone has built-in editing tools, which can be directly shared with friends." Although the words are clear, ordinary users will be blocked from such professional words as 1080p.
They don't know what this number stands for or how much is good. Let's see what the iPhone says.
"Shoot, edit and share. They are all in HD. "
It doesn't need to be too complicated, and users can understand it at a glance. We say that users don't care about these technical parameters, but care about "what they can do and how much better they can be than others."
(Thanks to Fat Pei Hu for providing the case. For more Apple copywriting, please refer to the first sample of Apple copywriting. What you know can often inspire confidence more than what you don't know, and what you are unfamiliar with can only generate awe and speculation. If you change "drinking Wang Laoji for fear of getting angry" into "a cool Chinese herbal medicine beverage that can dispel the heat in the human body" and "washing the intestines and taking a bath" into "clearing the bowels in the body, expelling toxins and caring the face", will you still remember them? 2. concise and enough. Everyone thinks Apple's copy is very good and concise.
So the fewer words the better? I think from the design point of view, the fewer words, the simpler the page. However, this is not the case in the eyes of copywriters.
79% people can't read, but only scan and browse; And 16% people watch everything. This 16% people are your target group and are interested in your products.
If they are not interested in your product, they won't care if there is too much text on your page. Foreign IDC organizations have done research on online shopping users, and 50% of users did not complete the purchase because they did not get enough information.
Once users find the information they need, they will skip other parts and click the buy button. If they don't remember the whole page, there is a problem.
This is the home page of a website. Can you see what it does? So, try to provide complete information. There is no long copy, only poor copy, and the copy should be based on sufficient basis, taking into account the context.
Some people may ask, what if there is too much information on that page? In fact, it is very simple, and it can be solved by tab or link. 3. There are too many authentic online traps, and the product manager is mistaken for a liar when giving prizes.
Some things are simple to say, but it is difficult to convince others. You need to produce enough evidence to prove yourself. The above is the introduction page of Dyson vacuum cleaner.
The cost of replacing bags, belts and filters for ordinary vacuum cleaners is about $267 in five years, but Dyson's design removes these appendages, so users don't have to spend money on it. Other vacuum cleaners have been spending money. Dyson vacuum cleaner has been working.
Simple comparison can stimulate users' desire to buy, because I have every reason to convince you. Change the position and tell the user what he can get, not what you have.
It is better to say "you can have first-class service" than "we can provide first-class service". People always care more about themselves. So, try to avoid the first person.
The above is a partial introduction of the functions of QQ20 12. The main body of "adding video beautification function" is actually us. "We added video beautification function".
What is the user's reaction at this time? "oh". If you change places: "You can chat with each other under the stars."
Maybe the user will change from "Oh" to "Wow". Standing in the other side's position, telling them what benefits they can get will be more easily recognized by users.
5. Emotional copy can give users a sense of intimacy and resonate with each other. You can try to express it with your life or by understanding other people's lives.
If something touches you, it will probably touch others. "Before the real Prince Charming appears, protect her like a prince-Chi Mei's true colors". Should all daughters' fathers be shocked to see it? There is no need for cliches and sensational words, and the feelings of father and daughter are expressed incisively and vividly in simple words like fairy tales.
Is there an image of an ordinary man working hard for his daughter? Ordinary things around you are the easiest to impress users.
Just like the opening video: (beggar) "I'm blind". (Passerby) "I'm not, I can't feel your pain."
(Beggar) "What a beautiful day ..." (Passerby) "Yes. Unfortunately, you can't see it. " This is the charm of * * *.
How to write a copy? Referring to several articles, I summed up a quick method of copywriting. Simply put, please pat the bricks. Let's take fast payment as an example: 1. Suppose you were introducing fast payment to your friends, what would you say? You can speak as much as possible and remember the spoken words you use.
For example, "tell you a good payment method, fast payment, as long as two passwords, and you don't need to log in to online banking, you don't need to bring a U shield, which is safe and fast, greatly reducing the payment time." 2. Extract the key points, that is, the key selling point "fast payment, which can be paid with only two passwords, without logging in to online banking with a U shield, which is safe and fast, greatly reducing the payment time."
According to the above statement, "no need to log in to online banking" and "reduce payment time" are the key points of this sentence. To sum up, it is "convenient" and "quick".
Then choose one of them as the key word, taking "Kuai" as an example. 3. Turn it into a benefit for users "can save your time". It is more intuitive to prove the facts. People's attention level: graphics are the most intuitive, followed by numbers, and finally words.
If it can be expressed by figures and numbers, on the one hand, it can attract users' attention, on the other hand, it can make users easier to understand and believe. Assuming that the online banking payment time is 60s and the fast payment time is 10s (data is for reference only), the time saved is 50s.
Only say that 50s users have no concept, which can be converted into percentage to make users more direct. "Fast payment can save you 83% of the payment time" 5. Check the overnight test again the next day, or find someone else to do a small survey, and you can find the problems of contextual cohesion and user pronunciation.
If you can't judge which of the two expressions is better, you can use the method of ABtest and let the data tell you the answer. All the above methods are possible.
6. How to write a copy at the beginning is more attractive? Before you start writing a copy, you need to conceive your own article structure, because if you don't even know what you want to say at the beginning, middle and end of what you want to write, you can't write a good copy. At best, it is an advertisement that you can barely read smoothly. You don't have to be completely confident, but at least you should clear your mind and know the key points you want to highlight. It's like learning for yourself and others.
Zhi, as a marketing article, your ultimate goal is to make readers who really need Tao buy your products. First of all, you should show the unique selling points of the products you sell, such as cost performance, quality and function. After reading this, you may want to say, what if our products have no unique selling points? Listen to me, friend. It is important that you let those who really need it know that they need it. If it has nothing to do with market demand, then its existence is a mistake.
7. Does the basic skills of copywriting mean the basic skills of writing are not? Plagiarism is related to the comparison of opinions, not so much to the comparison of writing.
If and effectively improve copywriting skills:
Rule number one: read more books. There is an old saying that "a little ink on your chest makes you become a god", which means that you can write only when you have something in your mind. Our culture is extensive and profound, and there are many rich words. To master these words, writing methods and so on, you need to learn often. Books on literature and history can quickly enrich personal vocabulary; Realistic and reasoning books can enhance the compactness and coherence of articles, and some online fantasy novels can also increase the imagination of planners. In short, reading more books is very helpful to improve the ability of copywriting;
Article 2: Write more. The so-called "practice makes perfect", any skill is getting better and better in the process of constant tempering, so constant practice is the only way to become a copywriter. Writing some articles regularly, such as work-related feelings and experiences, can not only help you accumulate and precipitate, but also exercise your copywriting ability. It doesn't matter if you really don't write. You can write stories and your own experiences, so you can practice writing.
Article 3: Think more. What really matters to the planner is not the method, but the idea. There are thousands of methods, but there is only one concept of success, so when we look at other people's successful cases, the learning method is the second, and the learning concept bears the brunt. How people think and how to successfully handle this product in this way can affect success, so I often say: what others can see is not important, what really matters is what you can't see. Invisible things need to be thought and pondered before they can taste.