Just like movies, it is the script that determines the quality of content to the greatest extent. Scripts are built with words, and so are advertisements.
Whether an advertisement is good or not has actually been decided when doing copywriting.
Today, I will talk to you about how to write an advertising copy and what skills you have to write an advertising copy:
1
Clear brand demand
When writing brand copy, the first point we need to make clear is to make clear the brand demand, and to make clear the brand demand, we can start with the following points:
1. Core requirements
The core appeal of advertising, in other words, is the core selling point of the product and the core content that the brand wants to convey to users.
What does the brand want to express? Copywriting revolves around this point, which is also the core of brand advertising. For example, the dandruff of Head & Shoulders and the hunger of Snickers. ...
2. Brand tonality
Then it is to think about the tonality of the brand, the image that the brand has established in the user market for a long time, and the most intuitive characteristic vocabulary of the brand. Expanding the content according to these characteristics will be more acceptable to users. For example, the key words of Netease cloud: sensibility, mind-wandering; Nike's key words: blood, sports, etc.
If the brand tonality is deviated, the advertising style will make users feel a little uncomfortable. If Nike becomes sad, and the copywriting becomes very sad, Netease Cloud is like beating chicken blood every day, and this contrast will make people feel uncomfortable.
3. Target audience
The target audience is not talking about the user market of the brand, but the target audience of the advertisement, that is, the target group that the advertisement wants to convey.
You should know that some brands have a wide distribution of users, such as Taobao, whose living environment and young span are relatively large, so many times the target of advertising is actually only a very small number of people, so it is necessary to adapt to local conditions. For example, the slogan of Taobao is "Amoy, I like it", but when it comes to rural Taobao, which is specially aimed at rural users, it becomes "think well and hurry to Taobao".
4. The purpose of communication
Finally, the communication purpose of this advertisement, you know, we usually divide advertisements into brand advertisements and effect advertisements. One is to enhance brand influence, and the other is to directly promote product sales. Generally speaking, brand advertising is to impress users with high-quality content, so that users will eventually have a good impression on the brand; Effect advertising is to enhance users' desire to buy through creative content and preferential treatment, which is directly converted into sales.
Brands need to choose different types of advertisements according to their own needs.
2
Select a copywriting type
We have done the preparatory work in the early stage, and the next step is the production of content. If you want to do copywriting, you should know the type of copywriting you need. Generally speaking, we divide the types of copywriting into three types:
1. Narrative type
Narrative copy is a common type of copy, which usually uses the tone of dialogue to communicate with users, which can be questioning, teasing, wandering, sharp and direct. Such a copy will be more approachable and easier for users to accept information. For example, Jiang's copy:
The picture is from official website.
2. Story-based
The second is the story type. In view of the fact that people like to listen to stories, story-based copywriting is often more likely to arouse users' feelings, and use the emotions revealed in the copywriting to attract users' attention, participation and dissemination. The classic is the copy of Ant Financial:
The picture is from official website.
3. Special type
Special copywriting is made through some creative turns or adaptations. Such copywriting is generally modest, and you didn't even know it was an advertisement before you saw it. For example, the popular copy of "Kiss with Litchi Flavor" before and the "Notice of Divorce" recently screened by friends circle:
The picture is from official website.
three
Common copywriting skills
Choose the type of writing, and you can start the creation of copywriting. Finally, Master Qi tells you some creative tips that can make your copy even more powerful:
1. Touch human nature
Whitman pointed out in the advertisement of attracting gold that people's needs can be summarized into eight basic desires: ① to survive, enjoy life and prolong life; ② Enjoy food and drinks; ③ Freedom from fear, pain and danger; (4) seeking sexual partners; ⑤ Pursuing comfortable living conditions; 6 compare with others; ⑦ Take care of and protect the people you love; 8 gain social recognition. These eight desires have created countless classic marketing cases, which are the demand points that consumers are very concerned about. As long as these wayward needs are perfectly reflected in the text, we can capture the hearts of users well. For example:
Classic advertisement of BMW used car: You know you are not the first, but do you really care?
The picture is from official website.
2. Turn brand advantages into user benefits.
When promoting brand advantages, we should not simply introduce how professional and powerful we are, but turn our brand advantages into the interests of users, that is, tell users what we can do for you.
For example, the advertisement of Translation Bao: As a product that focuses on solving the language barriers in users' external communication, sogou Translate Bao integrates many technologies such as machine translation, speech recognition and sogou neural network image recognition, supports various translation modes such as speech and image translation, and provides Chinese, English, Japanese, Korean, Russian, German and other 18 languages ... If you say this directly, users will only feel unclear and blink of an eye.
Therefore, Translation Bao summed up the simple function into a simple and easy-to-remember sentence, "You are not afraid to travel around the world by clicking Translation Bao", and directly told users about its own function.
The picture is from official website.
Increase the sense of vision
Data is abstract for human beings, but human perception of abstract things is not strong, so visualizing abstract things and forming a visual picture in the user's brain can better help users understand.
For example, if you only say that the maximum download speed is xxMbps, it will be difficult for users to understand the difference between 4G network and 3G and 2Gd, but in another way, it will become very intuitive:
The picture is from official website.
4. Equivalent substitution
Equivalent substitution is often used to help users understand and produce a clear positioning of products when they are unfamiliar with product cognition.
For example, if you introduce QQ to foreigners, many people don't quite understand its functions, but you just need to tell him that this is the China version of MSN.
At Xiaomi's new product launch conference, many people are not familiar with the brand wiha. Facing the high-end screwdriver set made by German brand wiha, they have great doubts about the quality of the products. However, Lei Jun's phrase "Rolls Royce in a screwdriver" was the final conclusion at that time, and the user instantly formed a clear positioning of this product through equivalent substitution.