First of all, it is necessary to clarify the purpose of the copy. Copywriting itself serves business goals.
If the business goal is to seize the blank market, then the purpose of copywriting is to educate consumers. If the business goal is to seize the market with competing products, then the purpose of copywriting is competition.
If the business goal is to expand the existing market, then the purpose of copywriting is to expand the existing market. Secondly, it is necessary to clarify the content strategy of the copy.
Strategy serves the purpose. Educational copywriting needs to introduce more product background; Competitive copywriting, on the other hand, does not need background and emphasizes the differences with competitors. Then the expanded copy pays more attention to the results.
There are three competitive strategies in classic strategic management textbooks, namely differentiation, cost leadership or focus. In fact, there are many modes of copywriting, and it is these three modes.
How to write differential? It can be functional differentiation or conceptual differentiation. Functional differentiation can write the final effect, composition and mechanism.
Concept differentiation can write development stories, creative inspiration, values, or the bottom line of producing products by yourself (for example, no animal experiments, no animal ingredients, etc.). In fact, cost leadership is rarely reflected in packaging copywriting, but generally in publicity.
Of course, there are also brands (such as online sales/distribution channel brands) that directly compare big brands with themselves, hoping to give people a kind of value-for-money association. How to write the focus? Focusing on cutting the market with others, in fact, this is originally solved by product positioning, and the copy itself is just expressed.
For example, to make acne, some people will give priority to adult acne; To do whitening, some people focus on yellowing. Control oil, some people will focus on pores.
Third, choose the structure and language of the copy. There are many chaotic structural forms in the market, so you can say whatever you want and come as comfortable as you want.
This may have worked in the past, but now consumers are impatient. "Total score" is one of the most commonly used structures, with a selling point in one sentence+some explanations+final closing selling point reinforcement.
The way of language depends on your brand positioning, some brands are rational and some brands are emotional. Language style depends on brand personality.
For example, the general language style of Korean brands is cute and casual, full of fantasy; European and American brands are very rational, putting facts and being reasonable.
2. How to write the packaging copy of cosmetics advertising copy is not the essence of product description or product modification, but the use of information asymmetry to achieve the purpose of brand.
First of all, it is necessary to clarify the purpose of the copy. Copywriting itself serves business goals. If the business goal is to seize the blank market, then the purpose of copywriting is to educate consumers. If the business goal is to seize the market with competing products, then the purpose of copywriting is competition. If the business goal is to expand the existing market, then the purpose of copywriting is to expand the existing market.
Secondly, it is necessary to clarify the content strategy of the copy. Strategy serves the purpose. Educational copywriting needs to introduce more product background; Competitive copywriting, on the other hand, does not need background and emphasizes the differences with competitors. Then the expanded copy pays more attention to the results.
There are three competitive strategies in classic strategic management textbooks, namely differentiation, cost leadership or focus. In fact, there are many modes of copywriting, and it is these three modes.
How to write differential? It can be functional differentiation or conceptual differentiation. Functional differentiation can write the final effect, composition and mechanism. Concept differentiation can write development stories, creative inspiration, values, or the bottom line of producing products by yourself (for example, no animal experiments, no animal ingredients, etc.). ).
In fact, cost leadership is rarely reflected in packaging copywriting, but generally in publicity. Of course, there are also brands (such as online sales/distribution channel brands) that directly compare big brands with themselves, hoping to give people a kind of value-for-money association.
How to write the focus? Focusing on cutting the market with others, in fact, this is originally solved by product positioning, and the copy itself is just expressed. For example, to make acne, some people will give priority to adult acne; To do whitening, some people focus on yellowing. Control oil, some people will focus on pores.
Third, choose the structure and language of the copy. There are many chaotic structural forms in the market, so you can say whatever you want and come as comfortable as you want. This may have worked in the past, but now consumers are impatient. "Total score" is one of the most commonly used structures, which consists of a selling point+several explanations+final closing selling point reinforcement. The way of language depends on your brand positioning, some brands are rational and some brands are emotional. Language style depends on brand personality. For example, the general language style of Korean brands is cute and casual, full of fantasy; European and American brands are very rational, putting facts and being reasonable.
3. How to write a soft article about skin care products? Have a date with refreshing skin. They all say that "women are pleasing to themselves." Everyone wants to be a shining star in the center of the stage, attracting much attention! Now everyone is on the street. Everyone loves beauty and sees beautiful people, beautiful scenery and beautiful things. Everyone pursues beauty, so the best thing is that we become the embodiment of beauty ourselves. Therefore, we choose cosmetics. What kind of home feeling is behind our beautiful day? Take off the brilliance of the day and see the skin getting rougher and rougher after makeup removal. How do you feel about beauty? Can you not wear makeup? Don't! We will all veto it ourselves. However, in this material-rich society, what do we need to care for our delicate face every day? How much do you care? Skin care products and cosmetics make our skin worse every day. We can't wait until we grow up to regret it. Skin tells its feelings every day: chemicals, don't hurt me again!
In skin care, cleansing is the first step and the most important. Now the pollution is serious, even if you don't use cosmetics, some dust will accumulate in your skin, so you must protect your skin from cleaning. But how to wash your face? What is a thorough and correct cleaning?
Correct cleaning method. To clean, we must first find the right product. Now there are many facial cleansers, facial cleansers, creams, cleaning powders and so on. In the market, we will be dazzled. Which one should I choose?
In view of the characteristics of this market, Aditi, which specializes in cosmetics processing, has specially developed a popular deep dirt-absorbing cleanser, especially for oily, mixed and thick cuticle skin. I have an appointment with Xianpi, saying that "a woman likes herself", and everyone wants to be a shining star in the center of the stage and attract attention! Now everyone is on the street. Everyone loves beauty and sees beautiful people, beautiful scenery and beautiful things. Everyone pursues beauty, so the best thing is that we become the embodiment of beauty ourselves. Therefore, we choose cosmetics. What kind of home feeling is behind our beautiful day? Take off the brilliance of the day and see the skin getting rougher and rougher after makeup removal. How do you feel about beauty? Can you not wear makeup? Don't! We will all veto it ourselves. However, in this material-rich society, what do we need to care for our delicate face every day? How much do you care? Skin care products and cosmetics make our skin worse every day. We can't wait until we grow up to regret it. Skin tells its feelings every day: chemicals, don't hurt me again!
In skin care, cleansing is the first step and the most important. Now the pollution is serious, even if you don't use cosmetics, some dust will accumulate in your skin, so you must protect your skin from cleaning. But how to wash your face? What is a thorough and correct cleaning?
Correct cleaning method. To clean, we must first find the right product. Now there are many facial cleansers, facial cleansers, creams, cleaning powders and so on. In the market, we will be dazzled. Which one should I choose?
In view of the characteristics of this market, Aditi, which specializes in cosmetics processing, has specially developed a popular deep dirt-absorbing cleanser, especially for oily, mixed and thick cuticle skin, which can deeply clean fine lines of skin, take away the garbage in skin texture, and make skin breathe easily, fresh and bright! Compared with ordinary facial cleanser, it is mild and thorough. Skin feels smooth and tender!
4. How to write a soft article about skin care products How to write a soft article about skin care products is different from other products because it can give people beautiful enjoyment. When writing soft articles, the author is required to patiently write a high-quality soft article for different products. The competition in the skin care industry is already fierce, and cosmetic companies that write soft articles also hope to have better publicity effects, which puts higher demands on product writers. How to publish soft articles more deeply rooted in people's hearts
How to extract unique, core and effective product selling points? The selling points of refining mainly focus on materials, processes, functions, details, colors, modeling, quality, environmental protection and humanization. Is the most commonly used, but also the most concerned about customers. After all, the product itself is the "carrier" of all values. Of course, the selling points can be found out, which must meet the interests and purposes of consumers, but they need to have their own independent selling points.
Skin care promotion can be divided into consumer promotion, dealer promotion and internal staff promotion. Commonly used cosmetics promotion tools are: coupons, gifts, discounts, bonuses, cash back, free trials, patronage rewards, product display and demonstration for consumers; Dealer's promotional activities include purchase discount, advertising and display discount, free products, cash back, in-kind rewards, training and travel, employee promotion, sales competition and award for reaching the standard.
5. Moisturizing cream (whitening and rejuvenating skin) Write a slogan to deal with coarse pores. First, we must distinguish the types of coarse pores, and then choose the corresponding care products for targeted care. If the situation is serious, I suggest you go to a regular hospital for regular treatment. Color light rejuvenation can perfectly solve skin problems such as dark yellow skin, rough skin and large pores. As a pure physical therapy, color light rejuvenation has incomparable advantages such as no harm to the skin and no side effects.
Laser cosmetology is a new cosmetic method that has emerged in recent years. This method can eliminate facial wrinkles and make skin tender and smooth by proper laser irradiation. Through biological action, intense pulsed light can produce photochemical effect on skin, thus helping collagen fibers and elastic fibers in dermis to produce chemical changes together, which can not only help skin whiten, but also increase skin elasticity, and can fully break and decompose melanin in skin without harming any skin tissue. It is a very safe and effective whitening method.