Describe the product in no more than 20-30 words, including its features, functions, target consumers and spiritual enjoyment.

2. Show commitment to consumers.

No one will buy your things without a promise. The more specific the commitment, the better. Don't write down promises that you can't believe. What can guarantee your promise? You should think it over in the copy. For example, the promise of "making you beautiful" is not as powerful as "removing spots on your face" and "making your skin white and shiny", and "saving you money" is not as powerful as "saving you 10 yuan"!

3. Identify a core concept

The core idea is also called big idea and big creativity. What needs to be done: first, it is very simple; Second, the ability to extend into a series of advertisements is very strong; Third, it is very original and can awaken many indifferent and indifferent consumers. For example, the core idea of Olin distilled water is "Drink Olin if you want", and a series of advertisements are launched around various scenes of people's "desire" and "thirst", which is a sensation.