It was the first time that I was assigned to do poster copy, and I found more than 111 poster templates in a daze. After more than two hours, I gave them to the leader, who sighed, "That's it ..." (The hardest blow is this)

So, how to write poster copy?

I didn't really understand the writing strategy of poster copy until I saw the writing of poster copy in Teacher Lin Guizhi's Second Praise.

before we know how to write poster copy, let's understand the essence of copy-

the essence of copy is to persuade consumers to buy products.

so what are the elements of a convincing copy?

Here, Teacher Lin introduced the formula of copywriting persuasion: copywriting persuasion = credibility+emotion+rationality

A persuasive copywriting needs to have three characteristics: credibility, emotion and rationality.

1. Credibility: a person's nature, coupled with his behavior, builds up over time

2. Emotion: to stand the test of emotion

3. Rationality: reasonable copy will always stand up, test, data demonstration and other ways to provide evidence.

after finishing the copy, we should think carefully about whether the copy is credible, emotional and rational enough. At the same time,

excellent posters have the following characteristics:

the information is clear at a glance, the title is short and pithy, and the picture and text are perfectly matched.

below, we will introduce the poster writing strategy in detail-5-question analysis

7-question analysis, that is, 5W2H analysis, which is a common problem analysis method and suitable for product listing, dissemination and promotion, life planning, etc. This analysis method can also be used when writing poster copy.

You can learn from the five steps in the seven-step analysis method when writing poster copy, namely: 4w1h-to whom (who), what (What), when (When), where (Where) and how (how)

Know your target user group before writing poster. Take the community milk shop as an example.

We need to know the following characteristics of the target user group:

1. Classification of target user characteristics: What are the characteristics and motivation of consumers in milk shops near the community to buy products?

2. consumer's life characteristics: according to the level of the community, understand the consumption level of the community.

3. How about family income: You can know the family income of the community through investigation and visits.

4. Why do you go to the store for consumption? Is it a temporary purchase or a daily purchase of dairy products?

5. How long does it take to get to the store? It usually takes 5-6 minutes to get to the store, but you will still eat in the store.

what product features are shown in the poster? Taking milk posters as an example, we can refer to the following aspects.

1. Benefit analysis:

Benefits of milk; Advantages of milk source; New product promotion; Top-up package

2. Analysis of the product characteristics of the new product "Greek Yogurt"

silky and delicious, rich in taste

rich in protein

rich in milk quality, and one bottle can meet the daily needs

The discount for new products is 7.9, and the original price is 11.9

3. Analysis of the selling points

Rich in calcium-discount. Different channels, display focus, what season or festival display, etc. will also have detailed changes.

the title should explain the points of interest and achieve what effect. Explain that the interest points must be concise, and the common expression angles are as follows:

Explain the effect in detail. Such as: sheets can resist bacteria and sleep well

. Such as: warm multi-color long thick socks-warm to the calf < P > Specifically, ingredients. Such as: 3% mint essence, the skin is clean and refreshing

specifically, the time. Such as: long-lasting moisturizing-coffee is still hot after 7 hours

Specifically, fame. Such as: France's best-selling cheese

specific demonstration. For example, the product can hold many things-copywriting: See how tolerant I am, I can pretend to ask the other party to do something. Such as: storing supplies posters-clean him up immediately; Decontamination supplies-completely kill him; Poster for correcting braces-Be upright

Speak boldly. Such as: slim dress poster title: it looks really thin!

empower him. For example, ordering within a limited time is 8.99 yuan-it only takes 8.99 yuan to be a knowledgeable person < P >. Nothing suits you better than him. You can!

make use of familiar things. For example, the British royal family's favorite-Earl Black Tea < P > sets off the contrast. Small room and great creativity; Small desk lamp is bright; Great gains from a small holiday

In addition to the copy, the presentation of the picture is also very important. The presentation of poster images follows the following principles:

1. Clear arrangement of elements, rational use of photos and images

2. Blank space, overall coordination and balance, and uniform colors and fonts.

Copywriting is not only the words presented on the poster, but also the works finalized by copywriters based on a series of plans such as poster purpose, user group analysis and text simplification.

Of course, doing a good job of poster copy also requires the accumulation of daily vocabulary and material library.

1. Observe, record and analyze. Keep, photograph and classify the good copy you see every day. And from the perspective of words, insight, picture structure and so on.

2. Collect insights from target users. Collect user insights and vocabulary of products of similar target user groups, and classify and save them.

3. Establish a material library.