noun
Use more abstract and concrete nouns, and try to use less technical nouns. If it is really necessary, there is a clever trick to make good use of metaphors.
For example, small black bottles, small brown bottles, and fairy water, can you say or let customers remember the original names of these products at once? Anyway, I can't remember, and customers will find it difficult to remember! For example, earth tones and matte lipsticks are more vivid and easy to understand, easier to remember and more popular.
adjective
Use less empty, abstract and general adjectives in copywriting.
For example, if a person is awesome, you can directly say when and where he did what and what he achieved, or just describe some parameters, such as the girl's height1.7m and weight of 48kg.. This is commonly used in the titles of some explosive articles.
It is not unnecessary to use less. I suggest you go further and explain it again in more specific words.
For example, when describing the spacious interior space, ordinary copywriter A may just say that you can see the spacious car at a glance by opening the car door and enjoying the comfort. A better B will add a sentence at the back: there is no extra space in it, and every inch can be used.
David ogilvy, the founder of Ogilvy & Mather, described the car as an addition to B: it was big enough for four 6-foot-tall people to sit comfortably in it. The contrast shows the ingenuity of this advertising copy.
adverb
Stephen King, the author of the film The Shawshank Redemption, once said: The road to hell is paved with adverbs.
In other words, if you want to write a bad article, use adverbs, which is enough to show that adverbs are destructive.
For example, in novel writing, if you want to express the psychological fear of the characters, don't just add a bunch of related words, but show them to the readers with reasonable movements and dialogues of the characters and some scenes, so that readers can feel like watching a movie. The best effect is to overcome the sound in the silent place.
Share a Xiaomi mobile phone here:
"129G, thin and illusory, 5. 15" big screen, the whole machine is only 129g. There is also a 3D slim side waist and a warm feel of curved glass. The moment you hold it in your hand, you can gently hold the reflection of the whole world. "
Through these two sentences, is the selling point of the product clearly visible?
verb
Verbs, especially exact verbs, are the engine to promote copywriting.
Tolstoy, a world writer, has long said that verbs are the most important in artistic language. Looking back at the works of some writers, you can make the process of events come alive through their accurate and vivid descriptions.
For another example, the title of the explosive copy of a facial cleanser is "One minute, shake out all the dirty things in the pores." With the word "shock", do you have a picture in your mind, and the feeling and effect are more vivid when you use it?
Second, the four elements of narrative.
A good copy has a sense of rhythm.
Collocation is four elements: narrative, description, background and quotation.
Narrative is the most common way to express things, just like primary school students writing notes, time, place, people, the cause and effect of things. Narration is closely related to time, so most of them are arranged in chronological order.
Description is to describe the state of a person or a thing in vivid language. A good description can make readers see this person, hear his voice and feel at home.
This will give readers a sense of picture in their minds, which is the role of description.
The introduction is simple, what others say. The background is easy to understand.
A good copy is to use four elements flexibly.
Here is a good way to analyze and use the four elements, that is, to color an article: copy an article into WORD and color it according to the differences in narrative, description, background and quotation.
Give two examples:
And boring stories are often two consecutive paragraphs or a whole paragraph of the same color, with a single rhythm and a lack of rhythm. A good copy should be colorful, rhythmic and layered, which will attract readers to continue reading.
The third summary
In copywriting, adjectives and abstract words are used less, and verbs and concrete nouns are used more.
Learn to use color coding to analyze the four elements of a content narrative and judge the rhythm and rhythm of the article.