A good copy can go straight to the brain without thinking too much.
Pay attention to a problem, don't take the product name as a selling point, such as "children's calligraphy class, let children fall in love with calligraphy" and "XX products, let you xxx", which are not enough.
The reference can be changed to something similar: "Game calligraphy teaching makes children fall in love with calligraphy" and "XX product technology is particularly good, bringing you a more comfortable XX experience"
The selling point should be specific enough for the poster copy to be convincing. The selling point is more specific and users feel more.
There should be a logical relationship between selling points and profit points, such as causality. Counterexample: "5.5-inch large screen reduces 200 yuan" can be changed to "5.5-inch large screen broadens the horizon".
In order to receive information more quickly and effectively, we like to symbolize people, things and behaviors, and we will put various labels on them. We also like to sit in the right place according to the labels.
For example: "Staying up late is the gospel of the party, and we are no longer afraid of panda eyes", a copy of an eye cream poster.
Usually, we have two kinds of labels:
1. Crowd label
Refers to a person's attributes. For example, age, gender, place of birth, place of residence, elites in the workplace, fashion stars, tall girls, staying up late parties and so on.
Even simple age groups can be used as labels, such as "Look at those aged 25-35", "People born in 1990- 1995 should pay attention" and so on.
2. Behavior tags
Refers to the behavior to achieve certain goals, such as going to work, dating, shopping, going to cafes, exercising to lose weight, making automatic and faster food, and putting on makeup for three minutes.
For example, if you want to recommend clothes suitable for dating, the copy can be: "What to wear for dating? It is right to choose these. " Its behavior label is to choose clothes suitable for dating.
Crowd tags and behavior tags are easier to attract the attention of the target group, but it is useless to pay attention to the correlation between tags and products or services, such as the mobile phones of the elderly, no matter how you use the tags of young people or professionals.
Related to "you", we need to find out what is the relationship between products and users, what it can bring to users and what users pay attention to. On this basis, it is better to try to write a copy with the methods of "selling point+benefit point" and "using label".
—— Excerpt from the Notes of Realizing Copywriting