It is the dream of many friends in the advertising industry to conceive a wonderful advertising copy, but many people think that a good advertising copy is "impossible to meet", which mystifies creativity. Actually, writing a good copy is not as profound as you think. If you keep the method and pattern introduced in this article in mind and move it out before you start writing, it won't be long before your copy will be as outstanding and eye-catching as an "island in Wang Yang". 1 First you have to digest the product and market information. Then you describe the product in no more than 20-30 words, which should include the features, functions, target consumers and spiritual enjoyment of the product. 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 the spots on your brain" and "making your skin white and shiny", "saving you money" and "saving you 10 yuan"! Don't write down promises that you can't believe. What is the guarantee of your promise? You should consider it clearly in the copy. With these two points, you can determine a core idea, also called bigidea. 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, our core concept of Olin distilled water is "Drink Olin if you have desire", and a series of advertisements are launched around various scenes of "desire" and "thirst" in life, which is a sensation. The main idea of "red evergreen sheep placenta extract" is "red evergreen, relieve grievances for women". "Uneven" refers to "wrinkles and spots on the face" and also refers to the injustice and complaints in the heart. A series of advertisements have also attracted people's attention. 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 for the creativity of the title: 1) Storytelling: A story with attractive title will attract people to read the text carefully, such as "Unexpectedly, a racing car entered the kitchen". This is a creative advertisement we made for the racing family of Fire King 97 with a new combustion furnace. It created a story by driving the racing car into the kitchen, which attracted people's interest in watching the advertisement. There are also "Who is the victim" and "I am the victim", which create a high reading rate for the green card turtle creative reverse appeal advertisement. The following headlines are quite story-telling: "Shuweisi people come to the local area ..." (Ogilvy's advertisement for Shuweisi drinks), "Two men behind a beautiful woman" (adopted as an advertisement for oral liquid of five old seven) and "Why did you fire me? (Advertising with Guangfei bionic quilt) "An express mail to people who fight acne" (advertising with Yishengtang three snakes and gallbladder) "The company suddenly declared bankruptcy" ("the desire to succeed" created with Olin distilled water) 2) Novelty An advertisement that can arouse people's curiosity will attract many people, and the title of the advertisement must be novel. We are creative for Yishengtang's Three Snake Gallbladder. Are you going to "kiss" Gabbana made for Gabbana red wine tonight? ","Jia is five years old and hasn't opened it yet ","Hey, why is there a person missing? Oh, he was "fascinated" by gabriela. This is the idea "Please look at today's inverted advertisement-the family photo is here!" "Use your own image advertisement" Can tigers fly? " "Why does a boss need two heads?" Other advertisements are more in line with novel features. 3) News Everyone loves to watch news, and headlines written like news will attract people's attention. We adopted the company's idea of Guangfei bionic quilt, the disclosed exclusive news, the idea of Hainan Beer, and the idea of Gu Fang that Hainan is about to "expand" and that Hainan may "cool down" this summer. It's time for a complete ceasefire, the idea of Yishengtang, and the fighter "pox" express train from Shenzhen have arrived in this city. "and other advertisements have aroused strong repercussions from consumers. 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. 5. The three characteristics of title creativity are discussed above, and some creative methods are mainly discussed below. 1) personification When products are personified, there are usually good ideas. Is your hair angry? ",for the creative advertisement of Qian Qian hand and foot softener" Beijingers, who is crying? Don't let me "marry" it all my life (I am eyes, not glasses). The marriage and divorce articles that are creative against theft between heaven and man, and the articles that are creative against the fire king gas stove, I was born with anger, all of which adopted anthropomorphic techniques and were quite vivid. 2) reverse thinking others always say that they are the boss. If you admit that you are the second child, you are extraordinary. Others say "red" and you say "black", which is often unexpected. William Barker's "Avis is Second in Taxi Industry" for Avis taxis is shocking. Using reverse thinking in many advertisements, real estate likes to say that it is in a "prime location". We advertised a real estate, calling it a "prime location" and calling for its "appreciation potential". I like picky buyers for another real estate advertisement, a substandard shirt for a blue flag shirt, and a 800 thousand pill. You can't eat three snakes. 3) Scene Imagination Many advertisements rely on familiar scene imagination in life. For example, anxious to return is impressed. What are you going to give me for Yishengtang? The young people are so angry. This time, don't bake it. There is also a creative Tian Jian Garden, which describes the conversation and office when going home, going home and falling in love. 4) With the help of hot topics and news, how can Sun Erniang and you be too soft-hearted when dealing with getting angry and acne? " Heart is too soft is a particularly popular song. In the advertisement of the ancient three snakes, the two most popular things are put together, and the advertising effect is naturally extraordinary. When the anti-drug and anti-pornography campaign was in full swing in Shenzhen, we launched the advertisement of "three snake gall", which attracted special attention. The "Heart of Chinese Mother, Heart of China Tofu" launched by China Tofu on Mother's Day in Taiwan Province Province is also wonderful. We agreed that the advertisement of "March 8 Men's Day Concerted Action" launched by the drugstore was quite influential. 5) Compare or connect a feature with an object or other things by means of metaphor, symbol and association. , often have a more amazing effect. For example, we compare "screaming car electronic anti-theft lock" to "cat", and the advertisement title is "Can a cat save your car? The advertisement title of Gabbana red wine is "Gabbana, a wonderful girl from Yantai". In Tian Jian gardens, we use famous works and paintings to compare architectural masterpieces, which is very precious. Facial cleanser is compared to "grinding your face with a grinder is slow and annoying" and so on. Lenovo is also very creative, and there are many good copywriters, such as Shanghai Mitsubishi. The telephone number is 30303030, which makes people go to Mitsubishi at once. Taiwan Province black pine drink, "Black pine is happiness", makes people associate black pine with happiness. 6) Use exclamatory tone creatively, such as "sure enough", "hateful" and "dear", which is very attractive. 7) Using the layout creativity, our creative hard copy advertisements of Yishengtang Three Snakes and Tian Jian Garden are quite special. 8) With the help of familiarity. 9) With the help of pets, beautiful women and babies. Limited by space, I won't give examples one by one.