But in practice, more than 90% of newspaper advertisements are not mature enough, and there are five major defects. The first is that the advertising planning is wrong, the second is that the advertising picture is unattractive, the third is that the advertising picture is dull, the fourth is that the advertising copy is boring, and the fifth is that the continuous advertising is not unified and lasting.
Step one: make things clear.
Make things clear in one breath, use less empty rhetoric, use more metaphors and give more examples. If you can make up a story, you can use the methods of sequence, flashback and interpolation, but you must make it clear and tell whoever you sell it to. If you sell kitchen utensils, you must stand in the position of a housewife. Even if you are a man with five big and three thick, you should understand the psychology of women at this time.
Step 2: Read every sentence with relish.
Things are clear, and then look at the words in turn, is it very blunt? At this time, you need to modify your words to be interesting or fascinating. For example, when describing a person with a bad cold, many copywriters usually use words such as fatigue, runny nose and dizziness when writing this scene. And if it is changed to "He is too tired to sneeze", its reading effect will be good.
In the same way, many people will use the word "burning eyebrows" to describe emergencies, but if you change it to "stepping on the washboard like an elephant in the water", it will not only be interesting, but also make people feel that sense of urgency.
In the final analysis, "interesting, thrilling, suspenseful, questioning" and other forms of advertising copy will make people look, while descriptive and dogmatic words will make people feel disgusted.
Step three: to hell with all this nonsense.
Through the above two steps, the copy of newspaper advertisements has taken shape, but it is still not enough. Stripping should be streamlined. Just get rid of all nonsense and remember to add some punctuation marks appropriately. The maximum length of a single sentence is only 13 words. Some people have done statistics: the advertisements of 150-250 words are most in line with reading habits, at least the meaning expressed is unclear, and at the same time it is tedious and lengthy.
Step 4: Read aloud to colleagues or clients.
When the whole copy comes out, even if you think it is perfect, don't rush to hand it in, but read it aloud to others, so that not only can you find the imperfections, but some suggestions from others can also make our copy icing on the cake. Every time Bai Juyi writes a poem, he reads it to an old woman. Only when the old lady understands it can it be considered a good poem. The same is true of copywriting. Constantly listening to other people's opinions is no exception, even if she has been a copywriter for 10 years. The author served a female wrinkle removal product in the early stage, and the copywriting part won an advertising award, and the market response was quite good. I have read it to my colleagues more than 10 times, and revised it more than 20 times. Excerpts are as follows:
Wrinkles came to a woman and proudly said to her:
If you laugh, I will not hesitate to climb into your mouth;
If you cry, I will not hesitate to climb to the corner of your eye;
Even if you don't cry or laugh, think;
I'll climb to your forehead as soon as you think about it!
The woman thought for a moment and said, "What if I use ICN plants to remove wrinkle cream!" " "
Wrinkles run away as soon as you listen!
A newspaper advertisement with a wrong strategy, no matter how creative the words and pictures are, is useless. Similarly, no matter how exquisite the strategy is, when it is implemented, the words and pictures will not attract people and will waste money.
In order to create newspaper advertisements selling goods, advertising strategies, words and pictures are indispensable. If the advertising strategy is compared to the brain, then the pictures and words are the left hand, and the left hand cooperates tacitly under the unified command of the brain.
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