Because copywriting always wants to convey as much information as possible with the least words, "pun" has become the most commonly used and common copywriting technique. Pun is often used in advertising slogans, because advertising slogans should be extremely concentrated and refined, and they should be associated with brands, so it depends on brand names or products, commonly known as "eating because of the weather". For example: 1. What will happen to the world if human beings lose association? 2. It turns out that life can be better. 3. Extraordinary ordinary people. 4. Investment is Poly. Buying insurance means buying peace.

02 break the homophonic stalk

A good homophonic copy should also have pun effect: the first layer, the meaning of homophonic words themselves; The second layer: the meaning of homophonic words themselves.

Metaphor, or "redefinition"

There are many metaphors. The emphasis here is to "redefine" things with metaphorical sentences. This is a test of your perspective on things and whether this perspective is novel and interesting enough. Look at the example. 1. There is a monster that destroys the parent-child relationship in the world. This is called growth. 2. Distraction is a short trip. 3. Sometimes, waiting is delicious. 4. Self-confidence is the most powerful internal improvement.

04 personification, activate replication

Metaphor and personification are rhetorical devices that we used in primary school and junior high school. In fact, it is also a good copywriting skill. As long as your brain is big enough and your correlation ability is strong enough, it is not difficult to write a good copy. Look at the example. 1. When it is sweet, it will slow down by itself. This tree is satisfied with the ratio between it and the building. If you don't look at the world, the world won't care about looking at you. 4. Time has a good habit, which is arrogance. 5. Years are peeling off on the wall. When you see a child, 6. Cancer cures smoking addiction.

05 analogy, looking for reference

When a new thing can't be intuitively understood, find an old thing that we have become accustomed to. Or find a selling point of something, and when it needs to be expressed to the extreme, you can also find a similar thing to compare. Therefore, there is no harm without comparison; If there is no comparison, there may be no good copy. Look at the following example.

Cycle sentences or words

Cycle, that is, a sentence (or a word) turns it upside down, is equally effective. This kind of copywriting technique can release the interest of sentences, make copywriting catchy and strengthen the memory of the audience. Look at the following example. 1. Drink plenty of water. 2. Clothing is smart politics, and politics is smart clothing. 3. If you don't manage your money, money will ignore you. You look funny when you laugh. 5. Make the beautiful look more comfortable and the comfortable look better.

07 parallelism (mainly used for long copies)

The repetition of the same sentence pattern can be used to lay out the structure and spread out the details; It can also be used to render emotions and sublimate themes. This is the charm of parallelism, which is often used in long-form copywriting or video scripts.

08 words, surprise

Chinese characters are really wonderful. The combination of one word and another word can produce sparks; A word, in turn, can become a circle word; In a word, apart from it, it will open a new world. For example: 1. Time is not distance, but gathering and scattering (Youku). 2. This wallet has no money (Apple wallet). 3. Don't worry, feel the way (Volvo). 4. Nothing is nobody (inside and outside). Everyone says that home is a safe haven and everyone wants to take shelter from the wind. 6. If you want to be together for a long time, who will be in Hong Kong (no more than thirty)?

09 reverse thinking

Simply put, it means irony, negative words, unpleasant words, words that ordinary people don't like to hear, and even words that ordinary customers are forbidden to tell consumers. Of course, this must be based on a full understanding of the selling points, and it can only be won back after the speech. Actually, it's a good word, or "irony"

I'm afraid of people who study. When the speed is 60 miles per hour, the loudest noise this Rolls Royce sees comes from its electronic clock. My neighbor and I don't have the same language. There are many mosquitoes near the water. 5. yesterday's water, be careful to burn your mouth.

10 Progressive+Reversal

What I want to express here is to express progressiveness in the form of inverted sentences, and of course there are ordinary progressiveness. Inverted sentences, generally manifested as "stealing the subject", are composed of a subject in front and another subject behind, thus forming a progressive effect.

Grades are everything, and you score. Time can tell everything, but I just don't wait for time. Rolex won't change the world, but the person who wears it changes the world. Some people are showing off their personal history, while others are being shown off by history.

1 1 Find a keyword by repeating the keywords in the upper and lower sentences, and repeat this keyword between the upper and lower sentences, so that there is an interesting and dramatic connection between the upper and lower sentences. The meaning of the upper and lower sentences of this keyword should be different, even the opposite. You can also change the part of speech or the meaning of words or even the number of words according to the situation.

Know how to spend money

You can live as a flower (flower)

The drama of a nation is gone.

There will be no play in this country (in the future)

12 team sub-team

Before and after the first half sentence, one or more words are repeated, or the parts of speech are the same, or the structure is the same, or the meaning is the same or opposite. For example:

1. Nobody went shopping.

2. The pride of hometown should not be a wanderer in the city.

In fact, the skills of copywriting are more than those listed above. Sometimes the original intention of copywriting skills is not the skills themselves.

It should be noted that there is a necessary process to conceive a copy: once the skills are mastered, some people will blindly pursue skills and turn them into dazzling skills, so that the written copy will have a strong sense of carving and craftsmanship.

In fact, in the final analysis, it still depends on the accurate grasp of the strategy and the insight into the user audience and human feelings.

Skills are "skills", martial arts moves that occasionally hurt people; Epiphany is the Tao, the internal force and the true qi, which can kill people.

The smartest way is to know skills and know how to give them up. Know the limitations of skills, not be limited by them.

The ultimate form of copywriting is that there is no skill, or the skill is abandoned.