So, how to write a poster copy?
I didn't really understand the writing strategy of poster copy until I saw the writing method of poster copy in Teacher Lin Guizhi's two praises.
Before we know how to write a poster copy, let's understand the essence of copy-
The essence of copywriting is to persuade consumers to buy products.
So what are the elements of a convincing copy?
Here, Teacher Lin introduced the formula of copywriting persuasiveness: copywriting persuasiveness = credibility+emotion+rationality.
A convincing copy should have three characteristics: credibility, emotion and rationality.
1. Credibility: A person's nature, together with his behavior, is established over time.
2. Emotion: To stand the test of emotion.
3. Rationality: Reasonable copywriting will always come forward and provide evidence by means of testing and data argumentation.
After we finish the copy, we should think carefully about whether it is credible, emotional and rational enough. At the same time,
Excellent posters have the following characteristics:
The information is clear at a glance, the title is short and pithy, and the pictures and texts are illustrated.
Next, we will introduce the poster writing strategy-five-question analysis method in detail.
7- problem analysis method, namely 5W2H analysis method, is a common problem analysis method, which is suitable for product listing, dissemination and promotion, life planning, etc. This analysis method can also be used when writing poster copy.
Writing poster copy can draw lessons from five steps in the seven-step analysis method, namely: 4w 1h-to who (who), what (what), when (when), where (where) and how (how).
Know your target audience before writing a poster. Take the community milk store as an example.
We need to understand the following characteristics of the target user group:
1. Target user classification: What are the characteristics and motivations of consumers in milk shops near the community to buy products?
2. Life characteristics of consumers: According to the level of the community, understand the consumption level of the community.
3. How about family income: You can know the family income of the community through investigation and visit.
4. Why do you want to go to the store for consumption? Whether it is temporary purchase or daily purchase of dairy products.
5. How long does it take to go to the store? It usually takes 5-6 minutes to get to the store, but I will still eat in the store.
What product features are shown in the poster? Taking milk posters as an example, we can refer to the following aspects.
1. Benefit analysis:
The benefits of milk; Advantages of milk source; New product promotion; Recharge package
2. Product characteristics analysis of the new product "Greek yogurt"
Silky and delicious, with rich taste.
Rich in protein
Contains more abundant milk quality, and a bottle can meet daily needs.
The discount for new products is 7.9 per bottle, and the original price is 10.9.
3. Analyze the selling points.
Rich in calcium-favorable price-protein-taste.
Streamline selling points
Drink a bottle every day, and calcium is guaranteed.
Limited discount 7.9 yuan
Whether the poster is displayed in the store or online; Different channels, show the key points, what season or festival is displayed, etc. There will also be detailed changes.
The topic should explain the points of interest and achieve what effect. Explain that the points of interest must be concise, and only by refining the content can they be expressed concisely. Common expression angles are as follows:
Explain the effect in detail. Such as: sheets can be antibacterial and sleep well.
Scene restoration. Such as: warm multi-color long thick socks-warm to the calf.
Specifically, it is the ingredients. Such as: 3% mint essence, clean and refreshing skin.
Specifically, time. Such as: long-lasting moisturizing-coffee is still hot after 7 hours.
Specifically, fame. The best-selling cheese in France
Specific demonstration. For example, products can hold many things-copywriting: You see how tolerant I am, I can hold them.
Ask another person to do something. Such as: store materials posters-clean him up immediately; Detergent supplies-kill him completely; Posters to correct braces-be honest
Speak boldly. Such as: slim dress poster title: it looks really thin!
Give him strength. For example, ordering food in a limited time is 8.99 yuan-it only takes 8.99 yuan to be a knowledgeable person.
Tell the truth. Nothing suits you better than him. You can!
Use familiar things. Such as the favorite of the British royal family-Earl black tea.
Contrast. Small room and great creativity; The small desk lamp is bright; Small holidays and big gains
In addition to the copy, the presentation of the picture is also very important. Poster screen presentation follows the following principles:
1. Elements are arranged clearly, and photos and images are used reasonably.
2. Do a good job of blank space, overall coordination and balance, and uniform colors and fonts.
Copywriting is not only the text presented on the poster, but also the work finalized by the copywriter based on a series of plans such as poster purpose, user group analysis and text simplification.
Of course, doing a good job of poster copy also requires the accumulation of daily vocabulary and material library.
1. Observe, record and analyze. Keep the good copy you see every day, take photos and classify it. And from the perspective of words, insights, picture structure, etc.
2. Collect insights from target users. Collect user insights and vocabulary of products of similar target user groups, and classify and save them.
3. Establish a material library.