It is the dream of many friends engaged in the advertising industry to conceive a wonderful advertising copy, but many people think that a good advertising copy is "impossible to meet but impossible to seek", which mystifies creativity. In fact, writing a good copy is not as unfathomable as imagined. If you keep the methods and patterns introduced in this article in mind, you will move them out before writing each time. It won't be long before your copy will be as prominent and eye-catching as "an island in Wang Yang".

1 First of all, you should digest the information about products and markets. Then you should describe the product in no more than 20-30 words, including its features, functions, target consumers, spiritual enjoyment and so on.

Then you have to ask yourself: What should I promise to my consumers? This is very important. No one will buy your things if there is no commitment. The more specific the commitment, the better. The promise of "making you beautiful" is not as powerful as "removing the spots on your brain" and "making your skin white and shiny", "saving you money" and "saving you 10". Don't write down promises that you can't believe. What is the guarantee of your promise? You should consider it clearly in the copy.

3, with these two points, you can determine a core idea, also called bigidea, big idea. This core idea is very simple, and it has a strong ability to extend into a series of advertisements, which is original and can awaken many indifferent and indifferent consumers. I'll talk about creative methods later. For example, the core idea we set for Olin distilled water is "yes". A series of advertisements were launched around various "longing" and "longing" scenes in life, which caused a sensation. The great idea of "Red Evergreen Sheep Fetal Element", a beauty and health care product, is "Red Evergreen, removing grievances for women". "Grievance" refers to "wrinkles and acne" on the face, and also refers to grievances and complaints in the heart, which has also attracted considerable attention.

The most important thing in every advertisement is the title. The title is well written, and the advertising winning rate is 70-90%.

Please grasp three basic points in the creativity of the topic:

1) Story:

Stories with attractive headlines will attract people to read the text carefully, such as "Unexpectedly, a racing car entered the kitchen", which is our creative advertisement for the "racing family" of the new combustion furnace of Fire King 97. The story of "racing" out of the "kitchen" attracted people's interest in watching advertisements. And "Who is the victim" and "I am the victim"

The following titles are quite story-telling:

"Shuweisi's people came to the local area ..." (Ogilvy's advertisement for Shuweisi drinks)

The two men behind the beautiful woman (using my old seven oral liquid advertisement)

"Why did you fire me" (adopted as an advertisement for Kuanfei bionic quilt)

"An express letter to those who struggle with" pox "(using the advertisement of Yishengtang Three Snakes' Gallbladder)

The company suddenly declared bankruptcy ("eager for success" created by Olin distilled water)

2) Novelty

An advertisement that can arouse people's curiosity will attract many people, and the title of the advertisement must be novel. We created advertisements for Yishengtang Three Snake Gallbladder, such as why Yishengtang Three Snake Gallbladder made "superficial articles", "getting angry" and "youth vaccinated against war", and created advertisements for Gabbana red wine, such as "Are you going to" kiss "Gabbana tonight?" Gabbana is five years old and hasn't opened yet. Using one's own image advertisements, such as whether a tiger can fly, why a boss needs two heads, etc., conforms to novel characteristics.

3) News

Everyone loves to watch the news, and the title is written like a press conference, which attracts people's attention. We adopt the company's idea of "exclusive disclosure of quilt news" as the bionic quilt, Hainan Beer's idea of "the bucket will inflate", Hainan's idea of "the temperature may drop" this summer, and the ancient snake gall's idea of "the fire can be completely extinguished", and Yishengtang's idea of "the three ordinary women wake up the urban women", "the appearance" scandal and "Shenzhen women can" for Wu Laoqi oral liquid. To write a good advertisement, please write more than 15 headlines, then write the text, and then choose a satisfactory one.

5. The three characteristics of the title creativity are described above, and some creative methods are mainly described below.

1) personification

When products are personalized, there will generally be good ideas. It was adopted as the creative advertisement of three-point mousse "Your hair is angry", the creative advertisement of Qian Qian Jade Hand and Foot Softener "Beijinger, who is crying", and the creative advertisement of eyesight 1+ 1 eye nutrient solution "Don't let me" marry "it all my life" (I am an eye, it

2) Reverse thinking

People always say you are the boss. If you admit that you are the second child, you are extraordinary. Others say "red" and you say "black", which is often unexpected. In the taxi industry, Elvis Presley is the second one, which was created by william baker Company, which is shocking. By using reverse thinking in many advertisements, real estate likes to say that it is in a "prime location". We advertise a real estate that its "appreciation potential" is in the "silver" appeal. I like picky buyers to advertise another real estate. You can't eat three snakes with an unqualified shirt and another 800,000 pills. Please don't believe that 100% is effective for Jintang, and the age of a woman is ok for me.

3) Scenario imagination

Many advertisements have to rely on familiar scenes in life. For example, anxious to return, sit up and take notice, Yishengtang, what are you going to give me? Young people are so angry. This time, don't bake "paste", and there are creative Tian Jian gardens, all of which depict returning home.

4) With the help of hot topics and news

When The Water Margin was the most popular, Sun Erniang was adopted as the creative thinking of the ancient three snakes. How can he be too soft-hearted in dealing with excessive internal heat and acne? "Too Soft-hearted" is a particularly popular song. When the two most popular pop objects are put together in the advertisement of Gu San Snake gall, the advertising effect is naturally remarkable. When the anti-drug and anti-pornography campaign was in full swing in Shenzhen, we launched the advertisement of "three snake gall", which attracted special attention. The advertisement of "Chinese Mother Heart, China Tofu Heart" launched by China Tofu on Mother's Day in Taiwan Province Province is also wonderful. We agreed that the advertisement of "March 8 Men's Day Concerted Action" launched by the drugstore was quite influential.

5) Use metaphors, symbols and associations.

Comparing or associating a feature with an image or other things will often have more amazing effects. For example, we compare the "car screaming electronic anti-theft lock" to "cat", with the advertisement title "Can a cat save your car", the advertisement title of Cabernet Sauvignon is "A young girl from Yantai-Cabernet Sauvignon", and Tian Jian Gardens use famous paintings and calligraphy as an architectural masterpiece.

Lenovo is also very creative, creating a lot of good copywriting, such as Shanghai Mitsubishi, the telephone number is 30303030, and people immediately go to Mitsubishi Taiwan Province Province to drink black pine. "Black pine is happiness" makes people associate black pine with happiness.

6) Use exclamatory tone creatively, such as "sure enough", "hateful" and "dear", which is very attractive.

7) Using layout creativity, we are the three snakes of Yishengtang, and the advertisement of Tian Jian Garden is quite special.

8) With the help of familiarity.

9) With the help of pets, beautiful women and babies.

Limited by space, I won't give examples one by one.