A good copy is not about how gorgeous the words are and how innovative the ideas are, but about three standards.
1, achieve the goal
Copywriter is a sales expert behind the keyboard. Generally, it can be divided into sales copy and brand copy.
The purpose of sales copy is very simple, that is, to let people see it and only buy products, so the following three criteria must be met:
(1) Clarify the selling points of commodities.
(2) Reasons for immediate purchase
(3) Clear purchase instructions
The purpose of brand copywriting is to achieve the effect of publicity, let you know, fall in love with this brand and form consumption thinking. So it should have the following three criteria:
(1) Display brand image and features
(2) Show the brand spirit
(3) Promote brand communication
2. User experience
A good copywriter won't feel good about himself. He should stand in the user's point of view and position, touch the user's heart and let them sing.
Specifically do the following three points:
(1) correlation. It is necessary to attract users' attention and make clear what the products in the copy can bring to users.
(2) concrete. It is to describe the details of the product in detail and create a sense of picture. Verb+verb expression can produce a stronger sense of picture.
(3) emotions. The essence of content is emotion * * * and emotion * * * vibration. Good copywriting can make users feel approval emotions such as fear and joy, and the effect of products such as scene emotions to appease this emotion has a clear and strong impact on the former emotion.
Step 3 conform to tonality
Every brand has its own personality, what people say and what brands say.
Including the personality of friends circle, we should form our own personality label.
Generally speaking, corporate copywriting can find the corresponding personality from the following seven personalities.
(1) Honesty: practical, honest, thoughtful and happy.
(2) Stimulation: bold, dynamic, lively, imaginative and fashionable.
(3) Ability: reliable, intelligent and successful.
(4) Education: upper class and attractive.
(5) Rough: outdoor, firm.
(6) Passion: emotional, spiritual and mysterious.
(7) Calm: harmony, balance and nature.