JD.COM-don't make trouble, Suning.cn-don't panic, Dangdang-don't make noise, Yi Xun-don't brag, Amazon China-price comparison, Gome-don't pretend, Store No.1-don't believe it ... This kind of word appeared in Weibo, and even many people in the industry were quite surprised. Let's not talk about whether there is a joint hype or a group. Secondly, the content of the advertising center is a detailed description of slogan keywords, while the logo of the website is tacitly posted at the end.

from another perspective, "keywords" were originally used in online marketing, and they are often called optimized and accurate words that are beneficial to search promotion. Their characteristics are that they have the words with the highest user recognition, the words with the most natural combination and the words that represent a certain commodity directly and clearly. In the case that consumers can't patiently read a large number of text introductions, keywords have become the simplest and fastest way to identify. Although they are different from the visual impact of images, they can profoundly supplement the "sense of connection with themselves" that images lack and deepen users' memory of advertisements.

2. Misunderstanding of methodology

There are many ways to write a copy, such as the nine-square thinking method or the three-stage writing method. I won't introduce them here. Looking at the copy itself, "clear purpose" is more important than "advanced method", which is the most easily overlooked part of many text writers. The direct purpose of copywriting is not the dazzling advertising art, nor is it comparable to the unrestrained movie flowers (they can be in form). Although I think art is the soul of copywriting, reality warns merchants that no one can replace an ultimate goal, that is, sales results.

Copywriting is not a mechanical work, let alone a project embedded in formulas. It is mysterious, but it is not unknown.

1. Copywriting is not a slap in the face

"Brainstorming", also known as intellectual stimulation method, is a collective training method of creativity proposed by Osborne in the United States. It is not the concept that "the mind is full of countless ideas, which is like a storm" in the mouth of some second-rate professors. It takes time for everyone to enlarge and sort out their imagination, but the speed varies from person to person. Experience tells me that impulsive instantaneous ideas are more suitable for discussion or communication, and the next writing should be well thought out. Take a look at ThinkPad's advertising slogan "Make your thoughts more powerful" and bring the meaning of "Think" into the advertising slogan. Similar to this creative process of changing ideas into words, we need to fully understand its content meaning and expected results, and sometimes bring some fascinating pride into it-"More powerful". In order to express "yourself" to the point, try to create words full of artistic conception and attitude with backward thinking order. As for our brains, they are used for thinking, not shooting.

a brilliant business copy may make people laugh or sigh about life. It can be extremely innovative and full of life. You can listen to it naturally, find its form and even try to communicate with it. You can firmly believe that it simply attracts you. You think that if it can achieve the above-mentioned linkage effect, it will be at least 51% successful, so that everyone "you" can find the sense of * * * is copywriting.

*** Ming case 1: m&; M chocolate copy-"only soluble in the mouth, not in the hand."

*** Ming Case 2: A copy of hair dye lotion-"Did she use it? She is useless? "

who is she? Who used it? Who's useless? One of the best things about interrogative sentence-writing is that people who read it get a chance to dispel doubts for free. People are often asked questions in the process of receiving various kinds of education, so the creator knows that human beings grow up in the repeated process of constantly asking and solving questions, and his method is to seize people's curiosity and desire for knowledge. Well, we've all been tricked. She must have used a certain brand to get natural beauty, but it's hard to say if she didn't use a certain brand.

Avoiding formulaic is not random. It should clearly define the market positioning and audience, and tell them in their language: what you can get/what kind of person you are/your relationship with us/whether your hope can come true/you are the only choice/you have no reason to refuse ... and so on. It needs to accurately convey the "effect" to readers, and users will try to perceive their relationship with your product or brand.

3. Copywriting doesn't mean editing

Copywriting and images * * * work together well. Only half of the tools are used to sell by relying solely on words, so images or graphic images associated with words can create an integrated sales concept, which is more conceptual than the practice of describing commodity parameters only by words.

For example, Kraft Foods has an advertisement for housewives with the headline "How to eat well with little money?" Undoubtedly, this is a question. Editors are defined as the profession of writing descriptions for brands or commodities. The biggest difference between them and copywriters is that editors pay more attention to describing "self"-he pays attention to selling points, while copywriters pay more attention to describing the relationship between "self and others"-he looks for demands. From the editorial point of view, it is closer to "our food is delicious and cheap", and from the copywriting point of view, as I have given an example, "How to eat well with very little money?" Rather than simply saying that this is communication, it is better to say that this is a kind of thinking shopping guide inspiration that introduces yourself and arouses users' attention that money and goods can also be exchanged well.

4. Good copywriting can take all sizes

An excellent copywriter can not only create novel and practical word combinations, but also fight back in time and accurately in the competition in his current field. Because you have to know that the loss or backwardness of any detail angle will be magnified in these fast-developing industries. No enterprise is willing to lose any means or the way its competitors already have. They need excellent talents who know how to create and can fight back against the challenges of any competitors at any time. Most copywriters are also faced with the situation of "keeping an army for ten days and using troops at any time".

A new perspective of business creativity

Delivering a complete message in the fastest way and direct language is the marketing outlet in the era of e-commerce. From the advertising cases of world-renowned enterprises, it is easy to see the positioning, innovation and special service of their products, so here is a standardized, professional and low-cost advertising feature. The reason why we emphasize the word "advertising" should be clear to us that this is not an essay contest, nor is it the best place for blogs to show off their skills. What we have always been engaged in is for business. At the same time of technological progress, product innovation and comprehensive service upgrade of enterprises,

"On the day of spring and summer, rain and sunshine cross shoulders, and many small pleasures are forming happiness"-this is a publicity copy of a famous activity of ZTE Department Store in Taiwan Province. As early as the last century, the copy of this department store was accepted by the local popularization, and people expected it to bring a different image reconstruction to retail department stores. Later, many advertising plans in other industries also found a new marketing perspective from the inspiration of ZTE Department Store's copy. Then, if we return to our online retail market and can observe this unique angle, should we talk to it?

please remember, as a commercial copywriter, he is not only a creative artist, but also a seller sitting in front of a screen. His job is not to devote himself wholeheartedly to cultural creation. His job is to persuade people to buy products and recognize brands. He is a business elite, just as John Teh, a mail advertising copywriter, pointed out, "We are not doing original things for the sake of originality, and we are often in the business of reusing those things that are effective.