I am often asked, "Third Master, how can I make a telepathic PPT"? And I always answer: "Don't get bogged down in design, but spend more time learning copywriting".

Because I have seen many PPT over the years, it is often not the cool design that moves me, but the thoughtful copy. Over the years, many PPT have been customized, and customers praise not the beautiful design, but the insightful copy.

For example, the following two year-end summary PPT covers caught my attention at the first time:

"Double-sided frying can make the best steak", which is a metaphor to describe my change from one-way thinking to two-way thinking at work in the past year.

"There is no road in life in vain, and every step counts", which is about not avoiding the mistakes you made, but taking them as experience to guide your work in the next year.

Many PPT works with cool design make you exclaim "Wow, it's beautiful", and then there is no more. Therefore, I often say that in PPT production, "design is form and copy is soul". Although the cool design on the surface can attract people's attention, it is the copy with soul that really touches people's hearts and impresses people.

today, Mr. San wants to share with you how to work hard on copywriting if he wants to make a telephoto.

First of all, let's talk about popular science. What is a copy?

copywriting originally refers to the desk where books are placed, and later refers to the person who writes on the desk. Now it refers to the position of writing work, which includes creating advertising slogans, headlines, print advertising copy, video advertising copy, promoting soft articles, WeChat official account articles and other creative words.

an excellent copywriter can always extract the cocoon from a pile of complicated materials and write the most touching words for customers.

For example, Durex copywriting, one of the best in the industry, is a classic. Simple words can always make you "smile".

or the copy of Jeep car is also very wonderful and vivid. For example, this group of Jeep copywriting, first of all, black "Volkswagen" highlights Jeep's unique feelings.

Then "Mercedes-Benz" is teased, showing a sense of detachment that "the big one is hidden in the city".

Finally, the BMW was pulled into the water, reaching to the heart, causing a * * * sound and inciting users' emotions.

In the advertising industry, an awesome copy can stimulate consumers' triple reactions:

However, don't be afraid. Third Master is not asking you to write an awesome copy like this when making PPT, but I hope you can understand that a person with a good copy will not be bad at making PPT.

Because copywriting thinking and refining ability are based on insight into human nature and needs, the audience is impressed with the most concise words through layer-by-layer stripping, which is completely consistent with the underlying core ability required for PPT production.

However, the requirements of PPT copywriting are actually much lower than those of this kind of advertising writing. Let's see what PPT copywriting is.

if logic is the "cornerstone" of the whole PPT work, then the copy is the "flesh and blood" of the PPT work. Logic+copy, your PPT has a basic prototype. Color matching, typesetting, text and animation are all the "icing on the cake" beautification means used on this basis.

However, the copy of PPT is different from the advertising copy like Durex or Jeep. It needs to serve your PPT logic, and the logical coherence between PPT pages mainly depends on the copy.

before we know what PPT copy is, we must first know what PPT copy is not.

(1) code word ≠PPT copy

directly copy and paste a large paragraph text in Word into PPT, for example, the large paragraph text at the bottom of this slide is definitely not a copy. Copywriting is to let the audience get the information on the slide at a glance, and it doesn't take a long time to read it.

(2) Complex sentence patterns ≠PPT copywriting

Writing complex long sentences on PPT pages leads to obscure contents, and such words are definitely not copywriting. Like the following slide, it is difficult to understand the key meaning after reading it several times, not to mention the possibility that the audience will turn to the next page before reading the text speaker. Therefore, this complex sentence pattern is not a copy, but a simple and powerful point of view.

(3) unclear opinions ≠PPT copy

We often see such slides, and you know every word, but together you just don't know what the speaker wants to express. The words with unclear opinions greatly affect the communication efficiency of the presentation. For example, the following slide, you may not know what his main job responsibilities are after reading it several times. Therefore, the copy must have a clear point of view, and the audience does not need to be suspicious.

next, we will explain how to write a distracted PPT copy from three cases: PPT cover title, table of contents and page content.

whether it's a work report PPT, a pre-sale proposal PPT or a business speech PPT, over 99% of the PPT covers are written with well-behaved thematic titles, and over 99% of the PPT back covers are written with the boring "thank you".

for example, on the PPT cover of the beautiful business plan below, "business plan" is the same title copy.

If you want to take your mind off and impress the audience at a glance, you need to think deeply and use copywriting thinking to extract the highlights of the whole commercial project as the title copy.

For example, when I customized the business plan PPT for Mai Hua Juan (reverse customized catering brand), I designed the cover like this:

"Seize the 111 billion breakfast market" is the title copy that makes the finishing point, telling investors that the market prospect of Mai Hua Juan is very impressive.

the back cover copy bid farewell to the polite "thank you", but ended with the "goal" of the wheat flower roll, which made investors more clear about the development direction and goal of the wheat flower roll.

If you want to be distracted by PPT, the cover title is the first impression, and the distracted catalogue copy can attract the audience to go deep into PPT. However, many people are too "willful" when writing the catalogue:

Either the logic is chaotic:

Either the grammar and the number of words are inconsistent:

Or you repeat nagging:

A distracted PPT catalogue copy should meet four characteristics: clear logic and novelty. For example, the PPT directory copy of the following keynote speech:

or the directory copy of the debriefing report:

Cover title copy and directory copy are relatively easy to imitate and learn. The content copy of PPT page is relatively difficult to learn immediately.

Because the content of PPT pages is ever-changing, long paragraphs, complicated charts and complex graphics will cover your mind, making it difficult for you to escape the "curse of knowledge", so we can often see the following information-bombarded slides:

To deal with such page content, we need to have the ability to cut the gordian knot and simplify the complex, and the most immediate and effective method is to extract the core ideas or conclusions of each slide as the title (you can see the previous ones) ") Let the audience get the key information at a glance.

For example, the contents of the following pages are copied:

To sum up today's sharing:

If you think today's sharing is helpful to you, your forwarding is the biggest thank you to Third Master? (? ω? )?