1. The purpose of the active copy

Different from ordinary transformation copywriting (used to promote transformation) and brand copywriting (used to shape brand image), activity copywriting appears in activities for the purpose of explaining the details of activities and guiding users to participate in activities.

2. The characteristics of active copywriting

Concise and clear: the activity copy should describe the details of the activity clearly in concise words;

Comprehensive and specific: the activity copy needs to reflect the activity time, rules, participation methods, disclaimers, anti-cheating clauses and so on;

Highlights: the activity copy also has key and non-key parts, and the key parts should be highlighted;

The structure is hierarchical: the activity is divided into multiple parts, and the division between each part should be reasonable and hierarchical.

02

Brief classification of active copywriting

I divide active copywriting into two types according to the length of copywriting: short case and long copywriting; According to the purpose of copywriting, it continues to be divided into interactive copywriting and selling copywriting.

1. Application scenarios of short stories

The activity is small in scale, low in risk and simple in rules. Generally used in ordinary daily activities, such as community interaction activities, regular special activities and so on.

2. Application scenarios of long copywriting

The activities are large in scale, risky and complicated in rules. Generally, it is used for large-scale activities, such as "Double Twelve Activities" and "Shuang Dan Activities".

3. Interactive copywriting

Interactive copywriting requires the active participation of users, and certain rewards will be given when the conditions are met. The purpose of the activity can be innovation/promotion/retention/transformation, and users need to give some feedback.

Interactive short story (comment activity of public comment);

Step 4 sell copies

Copywriters usually recommend special offers or collective goods, and users need to buy them at buy buy. The purpose of the activity is to promote change.