I don't want to give the world to those boring people.

-Author Xiao Shenqi Pills

A dime a dozen boring souls.

Excellent copywriting is one in a million.

Although I'm not a copywriter.

But I'm not afraid of death.

I'm here to die again! !

I want to be a particularly good copywriter,

Don't be surprised if you don't succeed in the end.

Maybe it's because he was a late bloomer.

(forced comfort. jpg)

In order not to delay your time, I'll make an outline of this article first. The article consists of three parts:

1. Two Pre-cognitions of Copywriting

2. Three basic principles of advertising copy

3. Four steps in writing advertising copy

Precognition 1

This cognition comes from Schumann's slide theory: you can put it in your mind as an axiom:

1. All the elements of an advertising copy exist for one purpose: let the reader read the first sentence of the copy-that's all.

The only purpose of the first sentence in the advertisement is to make the reader read the second sentence.

My most successful advertisements are written according to this model, with a few exceptions, Sugarman said.

How to write the first sentence?

If you really want to do something that makes people read the first sentence, try to be concise and interesting.

Give a chestnut:

Pay tribute to IBM! !

Losing weight is actually very easy! !

You are the younger brother! !

It may be difficult to start a motorcycle at first, but it will be easy after it is started.

Pre-cognition II

Sometimes, you will often encounter such a problem:

That little meatball, help us write a copy of this product this time!

After saying this, I stare at you with small eyes like Lee Guo's birthday, expecting you to come up with a brilliant idea in five seconds.

"What is the positioning of this copywriting strategy, what do you want users to perceive, what are the characteristics of competing products, and what differences do we need to make?"

"I haven't thought about it. Can you just think of a copy? "

At this time, you especially want to jump up and smash his kneecap with the Tathagata's palm, and then stick it on him with 502.

Finally, the abdomen sank, take a deep breath and slowly explain to him:

The design of copywriting generally has four levels:

1. Strategic level: What is the strategy? What is its position in the market?

2. Perception layer: What do we need to make consumers feel in order to realize such a strategy?

3. Content layer: What content do we need to create in order to make consumers feel this way?

4. Presentation layer: How can such content be expressed in appropriate words?

Many times, some copywriters are struggling with the content of the underlying expression layer, striving for accurate language and creative expression. And unconsciously ignore those invisible things.

In fact, what you ignore is the most important thing.

Cai Zheng

There are three basic principles for writing advertising copy:

1. Let the other party feel that it has something to do with him.

In the network society of information explosion, it is actually a struggle for attention, and people will easily ignore information that has nothing to do with themselves.

If the other party thinks it has nothing to do with himself, the copy can't impress people, which is the basis of advertising copy.

Use powerful words

What is powerful?

It is a language that will pierce the heart, touch people's hearts and want to act immediately after reading it.

Ordinary: We have prepared cold and hungry beer, waiting for you.

Improvement: Draft beer is cold.

Ordinary: Language is internalized by habit.

Improvement: Language is habit.

Strong copy generally has two basic points:

1. Avoid abstract expressions and cliches, and be as specific as possible.

What is a cliche?

For example: "this is the product that everyone expects"; "It's too good to be true."

2. Avoid common sentence patterns that can be seen everywhere.

For example, barbecue copy:

Ordinary: slow-roasted, freshly fermented chicken.

Improvement: Samoyed chicken slaughtered in the morning is slowly roasted with charcoal fire until it is iron plate, tender and juicy.

Although it has not reached the excellent level, it is definitely better than the previous version.

3. Make the other person curious and why.

All marketing methods and copywriting are based on insight into human nature.

Curiosity is one of the eternal characteristics of human beings, and stimulating curiosity is the most commonly used and best skill.

Only a few things can make people curious:

1. The freshest.

2. It's sick enough

3. It's strange enough

Four steps in writing advertising copy:

1. Thoroughly study all the products or services you plan to sell and become an expert as much as possible.

2. Know who your target customers are, who are potential customers, what their characteristics are, what their needs are, and how to turn potential customers into customers.

3. Write your title and the first sentence for your customer base and products.

4. Write the text, revise the copy, revise the copy, sleep, revise the copy, revise the copy and make the final version.

Your first and second steps will provide you with more creativity and inspiration.

Do you think you can write a great copy by knowing this?

Young.

First of all, you should prepare a notebook software. I use the computer version and the mobile phone version.

Then prepare a mind map software. I use curtains.

The former is to let you record every knowledge point and inspiration.

The latter is to structure your knowledge and inspiration.

No more writing, no more writing. There are n skills in advertising copywriting.

1.2.3.4.5.6.7 ... See you next time! !

Copywriting Xiaoshen Pill

Either write a copy or pick up garbage.