1. Digest the data of product and market research

Describe the product in 21-31 words, including the features, functions, target consumers and spiritual enjoyment of the product.

2. Show your commitment to consumers

No one will buy your things without a commitment. The more specific the commitment, the better. Don't write down a promise that you can't believe yourself. What will guarantee your promise? You should consider it clearly in the copy. For example, the promise of "making you beautiful" is not as powerful as "eliminating the spots on your face" and "making your skin white and shiny", and "saving you money" is not as powerful as "saving you 11 yuan"!

3. Identify a core idea

Core ideas are also called big ideas and big ideas. Need to do: First, it is very simple; Second, the ability to extend into a series of advertisements is very strong; Third, it is very original and can awaken many indifferent and indifferent consumers. For example, the core idea determined by Olin Distilled Water is "Drink Olin if you are eager", and a series of advertisements are launched around various scenes of people's "longing" and "thirst", which is a sensation.