What I brought to you this time is the writing skills of new media copywriting. I hope you can write more attractive and emotional words on the road of copywriting.
Now, let's start studying together.
Headline is an important element in most advertisements, which determines whether readers will see advertisements or not.
The beginning is equivalent to the first impression, in other words, the beginning of the copy should be noticed first, and the advertising information should be seen or heard by the corresponding people; The information conveyed must be related to the expected purpose of the advertising brand, and people should have the desire to know more.
According to relevant theories and practical experience, there are four ways to attract people's attention: associating with "I", making contrast, satisfying curiosity and starting emotions.
1. Related to "I"
People always pay attention to what they want to pay attention to, and it is not easy to care about anything that has no direct interest and survival relationship with themselves.
(1) is related to my income.
It is related to my income, that is, it directly explains the income, benefits or value that the selling point of a product or service can bring to customers.
② It is related to the label of "I"
Related to the label "I", the label includes my name, personality, animal sign, blood type, and even my alma mater and birthplace, which can define who I am, where I come from and what my personality is.
It has something to do with my life.
My life involves all aspects of life, such as eating, drinking, living, dressing, the city I live in, the weather every day, the details or actions of brushing my teeth, and even the values related to spiritual life. Any product or service related to the life of the target group is related to my life.
2. Manufacturing comparison
① comparison before and after
By comparing before and after using products or services, or comparing now and in the future, the target group can feel the selling point of copywriting more clearly.
② Comparison between non-solution and solution.
This method mainly shows the selling point by showing the comparison before and after using the solution provided by copywriting. This method is generally used in products or services that can solve troublesome, time-consuming and laborious problems.
③ Comparison between you and your competitors.
This method mainly highlights its own advantages by comparing its own products or products or services that serve competitors.
indulge one's curiosity
(1) perceptual curiosity
Perceptual curiosity is caused by novel visual or auditory stimuli, which leads to individual exploration behavior.
② Cognitive curiosity
Cognitive curiosity is caused by the uncertainty of knowledge, which stimulates individuals to ask questions, find answers and finally acquire knowledge.
③ Interpersonal curiosity
Interpersonal curiosity is mainly social curiosity in the field of social life, including information gap curiosity, interest-related curiosity and social curiosity.
Activate emotions
Start emotions, attract attention and impress people through emotional and emotional stimulation.
It can be classified according to different categories. For example, according to the positive and negative change direction of value, it can be divided into positive emotions and negative emotions. If we want to use the principle of emotional priming, we need to choose different emotions according to the style of products and brands.
Before writing a copy, I often hear such a request: please write with a sense of substitution.
So what is the definition of substitution feeling?
In novels, film and television works and even games, it means that the corresponding audience can have the same feelings as the characters in the works and have the feeling of being there. In advertising copy, the sense of substitution is to bring the audience into a specific sales or brand scene.
1. Tell a story
By telling stories, people can immediately have a sense of substitution, thus generating feelings and prompting people to take action. For brands, it naturally brings high sales volume and brand premium.
ask questions
Most people's instinctive reaction to a question is to understand it and answer it. Asking questions can make people think, attract attention and respond, and it is easier for people to have a sense of substitution, thus directly entering the theme to be expressed in advertising copy.
Use emotion
What is affection? Noble thoughts, interests and state of mind. In copywriting, we need to use all available resources to create such a sentimental atmosphere. For example, emotional copy, even pictures and music, will bring the target group into the atmosphere needed by the brand.
Create suspense
By setting a question, people want to keep exploring. This method is mostly used at the beginning of the copy, and it will also spread in the long advertisement copy, with the aim of attracting the audience to continue reading.
When writing a copy, you should use different methods selectively according to your own situation to create a sense of substitution. Among them, storytelling is suitable for products or services with serious homogenization, and can also be used to promote products or services with obvious selling points; And asking questions is more suitable for products with obvious characteristics; Apply feelings to brands that are not necessities of life or emotional styles; Suspense production focuses on solution, which is also applicable to general soft-text advertisements.
In the process of "spread-influence-purchase", consumers' trust in advertising copy is related to whether the purpose of advertising is realized.
German sociologist Nicholas? Luhmann believes that trust is a pure inner evaluation of the external conditions that produce risks and a solution to the risk problem, and trust is always associated with risks.
So, how to reduce risks, increase trust and prove selling points?
1. Use authority
(1) Authoritative individuals and organizations.
Generally speaking, it is an individual or organizational unit that has the right to speak in the industry.
② Authority identification
General industry standards are issued by the relevant national authorities, and the corresponding authority marks can only be used if they meet the corresponding standards.
③ Authoritative authentication
Certified by an authoritative organization and issued relevant certificates.
(4) The evolution of the practical application of authority.
On the basis of the authoritative logo, we should make an evolution and application to create our own brand-specific authoritative logo, highlight the selling points and achieve the purpose of credible information.
⑤ Authority dependence
In other words, when a commodity or service is newly launched, there may be no strong convincing evidence, but it is recognized by leading enterprises in the industry and has authoritative and convincing effects.
2. Anti-authority
(1) the real customer story
There will be many customer stories, but good customer stories are hard to find, and not all customer stories are good customer stories. There is a standard here-whether the customer story is consistent with the direction we focus on promoting.
② Customer evaluation
When faced with many choices and unable to judge, customer evaluation can show more objective and true feedback to the audience.
Usage details
Specific details can help people understand and remember, and it is easier for people to feel trust. In advertising copy, details are more specific information and more specific selling points. By displaying every detail one by one, the main selling points of the whole product are reflected.
service data
People often say "speak with data". It is more convincing to use the data in the meeting to describe the effectiveness of the work. In advertising copy, data is also used to prove the selling point in the most rational way, and it is necessary to present the most accurate data when necessary. The principle of using data is that Arabic numerals can be used instead of chinese numerals.
5. Customer self-certification
That is, customers are encouraged to verify the selling points of products or services in their own way, so that the information can be trusted and verified.
6. Example effect
In advertising copy, customers will try their best to demonstrate the effect when they can't prove their goods or services immediately, so that customers can see the authenticity of the effect with their own eyes and achieve the purpose of credible copy.
7. Talk about vision
① Use celebrity endorsements to show the vision of a beautiful image.
Celebrity endorsement is to use the halo effect of stars to combine, graft and connect a famous, beloved and respected figure with specific products, and transfer the value of the former to the latter. When a brand chooses a star, the star image it generally chooses is consistent with the audience image, which is related to its product attributes.
② Show the values of the brand or product.
In addition to celebrity endorsement, you can also create various emotional experiences after using products or services, express your vision, and reflect the values that are in line with your own brand spirit and recognized by the audience.
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Editor: Ye Xiaoyu? Gou junwei