Ok, so what you write can make people want to interact?
Interactive copywriting, what is the premise?
The Driving Force of Weibo Copywriting
Speak human words? Being able to speak Chinese is a basic requirement, because everyone in Weibo is speaking Chinese.
Is interactive copywriting a driving force? For example, you want someone to have dinner with you at noon. This is a common thing for us. What would you say? Generally speaking, we have the following conversation.
Time is up, let's eat!
I'm so hungry, order takeout!
Last time I ordered Weijie takeout, it was delicious. Let's call it this!
I haven't eaten rice noodles for a long time. Come and eat rice noodles!
KFC is having a discount recently. Call it a half-price bucket!
I forgot to bring my meal at noon. Ask for a meal!
I've been bored for a long time. Let's go out and find a remote place to eat!
A new restaurant has recently opened. Why don't we try?
Tired of eating takeout, let's go out and get together!
No matter what kind of behavior you want people to do, you have an obvious premise. Hungry, want to try new flavors, because of discounts, etc. , yes. What about when we write the forwarding message? How about writing straight copy? Have you considered the driving force of your copywriting? Give a chestnut:
For example, we fool people into going out to play. Of course, our first thought is that the drivers we often encounter are as follows:
I've been bored in the jungle of reinforced concrete buildings for too long. Go for a walk!
This is the most common and certainly the most important factor. So, as an advertiser, can you continue to bluff? It is very likely that your point is numb to consumers, because they have been brainwashed by too many advertisements ... we must continue to fool!
Maldives is too far away, at least you can go to Xitang first.
For the sake of children's health, learn where is Dad going.
The scenery in autumn is good. Take out your dusty SLR camera.
Give your lover some time and walk with her. ...
These are all reasons, these are all life, and these are all good touching copies.
Therefore, as an advertiser, the perception of life is really important. Don't let your heart numb.
Infect yourself first
Words have character and emotion. It's hard for you to make an insensitive person, a rubber worker in the workplace, write a vivid and passionate good copy. As the first reader, how can you infect the audience without infecting yourself?
Give a chestnut:
As for Deli stationery, we intend to start with emotion first.
The copy is as follows: He waits for you to go home to sleep, and he waits for you to go back to sleep.
Technically, not bad. But, melodramatic!
It's just a lamp, and it's no use being emotional again. ...
But if you have a high correlation with people, such as cars, for example, riding a bike with you across the Tibet line. We can cut in from an emotional point of view.
Be honest with your copy and see if you can impress yourself.
shorter
140 is not short enough. We are sweeping Weibo, not watching Weibo.
Shorter requires us to think clearly about what the core communication point is. If it doesn't affect others' understanding, delete it!
If you have to find evidence, it is Ogilvy's previous statistics: the reading rate of the title is five times that of the text.
Actually, just look at Coca-Cola and Weibo in Durex!
Cause * * *
It's old-fashioned, and it was put at the end because ... it's hard to do!
* * * Ming: Emotion caused by mutual infection of thoughts or emotions.
What on earth can cause this * * * sound? You speak for others and say what others want to say. Say what others want to say but don't give strength. Give another chestnut:
"Miss Dong" used to be very popular, and there was a sentence in it: I fell in love with a wild horse, but there was no grassland at home! Triggered a lot of people's * * *. This sentence can be changed into many kinds.
I love a woman, I like her personality, but I don't think I can control her.
I fell in love with a woman. She likes wandering, and I like stability.
I fall in love with a woman, she is too good, I am too ordinary.
I fall in love with a goddess who can't give her happiness.
Re-evolution
I like a BMW, but I only have five yuan in my pocket. ...
Everyone has experienced this kind of emotional experience more or less, but it is more literary when he says it.
Finally, it is difficult for you to arouse the buzz of everyone, which is why advertisements have so-called target audiences.
Copywriting, the oldest and most attractive thing in the history of advertising, deserves our careful carving.