Just like a movie, the biggest determinant of good or bad content is still the script, which is built from words, so is advertising.
Whether an ad is good or not is actually determined when the copy is created.
Today we will talk to you about how to write a good advertisement copy, and what are the skills in writing advertisement copy:
1
Clear brand demand
In writing brand copy, we need to make clear the first point is to make clear the brand's needs, and make clear the brand's needs, and clear the brand needs we can start from the following points:
1. Core appeal
The core appeal of the advertisement, in other words, is the core selling point of the product, and the core content that the brand wants to convey to the user.
What the brand wants to express, the copy will be centered on this point, and this is the core of the brand ads will continue to strengthen. For example: Hafez's "dandruff", Snickers' "hunger"...
2. Brand tone
Then it is to think about the brand tone, the brand has long been in the user market to build the image, and the user for the brand's most intuitive characteristics of the vocabulary, according to these characteristics of the content development will be more easily accepted by users. For example, NetEase Cloud's keywords: emotional, heart; Nike's keywords: hot blood, sports, etc..
If there is a deviation from the brand's tone, the style of the ads will make users feel a little uncomfortable. If Nike becomes sentimental and the copy becomes mournful, and NetEase cloud is like a chicken blood every day, such a contrast will make people feel very uncomfortable.
3. Target Audience
The target audience is not the user market of the brand, but the target audience of the advertisement, that is, the target group that the advertisement wants to convey.
It is important to realize that some brands have a very wide distribution of users, such as Taobao, the user's living environment as well as the young span is relatively large, so very often the target of the advertisement is actually just a handful of people, so it needs to be adapted to the situation. For example, Taobao's slogan is "Tao, I like", but to the rural Taobao specifically for rural users, it becomes "life to think good, hurry on Taobao".
4. Purpose of communication
Lastly, the purpose of this advertisement is to know that we usually categorize advertisements into brand advertisements and effect advertisements. One is mainly to enhance the brand influence, the other is to directly promote product sales. Generally speaking, brand advertising is the use of high-quality content to impress the user, so that users have **** Ming ultimately have a good impression of the brand; effect advertising is to enhance the user's desire to buy through the creative content as well as concessions, directly converted into sales.
Brands need to choose different types of ads according to their needs.
2
Selecting the type of copy
After all the prep work is done, the next step is to create the content. To create copy, you need to think clearly about the type of copy you need. Typically, there are three types of copywriting:
1. Narrative
Narrative copywriting is one of the more common types of copywriting, usually in a conversational tone of voice to communicate with the user, which can be questioning, amusing, or heartfelt, sharp, and straight to the heart of the pain point. Such copy will seem more approachable and easier for users to accept the message. For example, Jiang Xiaobai copy:
Photo from the official website
2. story type
The second is the story type, in view of people like to listen to the story of the **** nature, the story type of copywriting is often more likely to cause the user's **** sense of song, the use of copy revealed in the emotions of the user's attention, participation and dissemination of the triggering. A classic is the ant gold service copy:
Photo from the official website
3. Special type
Special type of copy is through some creative twist or adaptation of the form of production is completed, this kind of copy is generally a big brain, and do not even see the end of the do not know that this is an advertisement. For example, the previous very hot God copy "lychee flavor kiss", as well as not long ago the circle of friends screen "divorce notice":
Photo from the official website
3
Commonly used copywriting skills
Pick the type of writing, you can start the creation of the copywriting, and finally, the seven masters in the creation of some of the little skills, can make your copywriting
1. Touching Human Nature
Whitman's "Money Sucking Ads" points out that human needs can be summarized as eight basic desires: ① to survive, to enjoy life, and to live longer; ② to enjoy food and drink; ③ to be free from fear, pain, and danger; ④ to seek a sexual partner; ⑤ to pursue comfortable living conditions; ⑥ to compete; ⑦ to take care of and to protect the people we love; ⑧ to gain social acceptance; and ⑧ to be able to make the best use of our time. To gain social acceptance. These eight desires have created countless classic marketing cases, and they are all points of demand that consumers care about very much. As long as the text perfectly reflects these capricious needs, it will be able to capture the user's heart. For example:
The classic BMW used car ad: you know you're not the first, but do you really care?
Image from official website
2. Transform brand advantages into user benefits
When publicizing the brand advantages, we cannot simply introduce ourselves how professional we are and what kind of strengths we have, but rather, we should transform our brand advantages into user benefits, that is, to tell the users, what we can help you do.
For example, the advertisement of Sogou Translator: as a product focusing on solving the language barrier problem in users' outbound communication, Sogou Translator combines a number of technologies such as Sogou neural network machine translation, speech recognition, image recognition, etc., and supports a variety of translation modes such as voice and image translation to provide translation into and out of 18 languages such as English, Chinese, Japanese, Korean, Russian and German..... If you say this directly, users will only feel uncertain and forget it in the blink of an eye.
Sogou Translation Bao then the function is simply summarized in a sentence "Sogou Translation Bao click, travel around the world are not afraid of" simple and memorable, directly told the user their role.
Image from official website
3. Add visual sense
Data is abstract for human beings, and human beings do not have a strong perception of abstract things, so visualizing abstract things and forming a visual picture in the user's brain can better help the user to understand.
For example, if you talk about the difference between a 4G network and a 3G and 2G network, and if you just say that the maximum download speed is xxMbps, it's hard for the user to understand, but if you do it in a different way, it's intuitive:
Image from official website
4. Equivalent Substitution
Equivalent substitution is mostly used when the user isn't familiar with a product's cognition.
Equivalent substitution is mostly used in cases where the user is not familiar with the product, to help the user understand it and to create a clear positioning of the product.
For example, when you introduce QQ to a foreigner, many people don't understand what it does, but if you tell them that it's the Chinese version of MSN, it's easy to understand.
Once at the launch of Xiaomi's new product, faced with a high-end screwdriver set made by the German brand WIHA, many people were not familiar with the brand WIHA, and there was a great deal of doubt about the quality of the product. However, Lei Jun then a "screwdriver in the Rolls-Royce" a hammer, through the same amount of substitution, so that users instantly form a clear positioning of this product.