Big strategy, small copy.

When writing a copy, you should write it in a small room.

Seeing the big from the small is the ultimate secret of writing a good copy.

ECD Chen Yijun of BBH said:

"If you are humorous, don't tell your consumers that you are humorous, tell them a joke."

If your strategy is to create a humorous and optimistic personal image, then your copy should tell more jokes.

As Mou Changqing, the founder of 28 Push Elite Club, said, "If the Internet community you set up really serves the practitioners, then do something good for them, instead of saying that you are very good." This is one thing.

Grand strategy: convey the brand concept of customer first.

Small copy: convey the great feelings of the brand with the short stories of users.

For example:

Think of the strategy as a copy, which should be like this: wholeheartedly, just because I understand you.

A good copy is like this:

I took a 55-hour train ride and slept on the sofa in 68 yuan.

I want to measure the world step by step.

Give everything for your dream.