After the release of "Never See You Again", the box office myth of literary films was created. The narrative ability of the film is average, and it doesn't win by plot, but this is Han Han's characteristic, and his advantage lies in his ability to control the text. Many classic lines in movies are very popular on the Internet, some are philosophical, some are humorous, some are laughing and cursing, and some are cynical.

Everyone expressed their feelings: if Han Han went to advertise, it should be a good copy.

Copywriting has two very important points: one is to tell what consumers are thinking, and the other is to have strong communication skills. This is very similar to the lines in the movie. We think that a certain sentence in the movie is well said, has inner recognition, and then shares it. After others saw it, there was also a kind of "Isn't this TM talking about me?" Continue to spread, etc.

We found the similarities between copywriting and movie lines, and then analyzed which golden sentences in the movie can be used as copywriting, why they are applicable and how to adapt them. I think this is very interesting. Here are nine golden sentences in the movie to share with you.

1, I've heard a lot of truth, but I still can't live this life.

This is the most popular line in this movie. Many readers will feel very * * after reading it. As I said in my last article, * * * is what others say that you can't say but feel the same way. Later, a popular sentence like "I know everything, but XXX" was extended.

If this sentence is replaced by copywriting, it mainly uses copywriting and consumer skills. This copy is suitable for places with petty bourgeoisie and certain cultural background. For example, a coffee shop or a book bar will immediately enhance the strength of this place and make Wen Qing feel good soon.

2, children are right or wrong, adults only look at the pros and cons.

It is also a widely circulated sentence in movies. If you change to copywriting, you will mainly use contrast. Through the comparison between children and adults, highlight the points that the latter pays attention to. This copy is especially suitable for investment products, telling consumers what kind of wealth management products can maximize their income.

This copy is applicable to a wide range, and also to some new products, aiming at highlighting the benefits that products can bring to consumers. Speaking from the consumer's point of view is often emphasized in copywriting, but it is also the most easily overlooked point.

3, like will be presumptuous, but love is restraint.

Changing this sentence into a copywriting is also the application of contrast skills in copywriting. It will be more suitable for a dating website and a popular dating app. It is best for the target audience to be young white-collar workers, who have a certain cultural literacy, can understand the meaning, like this kind of expression, and can also enhance their goodwill towards the products.

Further on, the sky is vast.

This copy is mainly against common sense. We know that the human brain will pay special attention to information that violates common sense and normal logic, and it can attract the attention of the audience at the first time. This is also the reason why many official WeChat account headlines use this technique. Mimeng, known as the "city of the first media", has applied this technique to the peak.

Many times, adapting some familiar proverbs can also have such an effect. The above sentence is especially suitable for car advertisements. The purpose is to tell the audience that only by going further can we see a broader landscape.

But since it violates the normal cognition of the public, it is necessary to justify itself and make sense in order to convince readers. Otherwise, it is grandstanding.

You haven't even seen the world, where did you get the world view?

This is a sacred copy. The author's extraordinary ability to choose words and make sentences emphasizes the split and combination of the word "world outlook", which is eye-catching and makes people applaud. This copy is suitable for travel websites or travel agencies. The potential meaning is: since you haven't formed a complete world view, go out and see the world!

Think about it from another angle. As the saying goes, read thousands of books and take Wan Li Road. World outlook can also be established through extensive reading. So this copy also applies to bookstores, such as writing:

6. Sometimes you want to prove it to ten thousand people. Later, you found that you only got one sensible person, which is enough.

No matter who we are, we always feel that the world around us can't understand ourselves, but sometimes it only takes one person to understand. Many copywriters are shaping the brand's sense of superiority, such as the advertisement of The Economist magazine mentioned earlier and the advertisement of Canon camera enthusiasts, all of which are shaping the sense of superiority for their own users. So the above copy can be applied to niche products. This kind of product is not well known and loved by the public, but real fans will love it crazy.

In addition to niche products, this copy can also be used in brand stories told by product producers. For example, when designing a fashion, the designer will always be questioned by many people, but only one person can understand him. Such stories will always make readers more convinced and full of human feelings.

7. You'd better try harder every time you say goodbye. Say one more word, maybe the last. Take another look, maybe the last.

On the surface, if this sentence is used for copywriting, there seems to be no suitable product. But if we think deeply, it may be enlightening. When I read this sentence, the first thing that comes to mind is the following picture:

The two old people parted at the station. Maybe this is the last time the two brothers meet. The less they meet, the less they say a word. When people die, the old man secretly wipes his tears. Therefore, it must be harder to say goodbye. The above sentence is very suitable for this picture.

So how do you turn it into a commodity? What I think of is a mobile phone, which uses its camera function to record other scenes of old people's life and death, which is touching:

8. Be true to yourself, be with everything you like and make yourself irreplaceable!

When I was talking about * * * genre copywriting, I mentioned a method: giving a voice to readers.

Many brands will use this method to write a copy, such as "You are beautiful" by Nature Hall, which ignores the advantages of the product and is completely confident from the customer's point of view (the target users of Nature Hall are generally women). There is also Adidas, and many of their series of advertisements are aimed at target users. For example, it can't be a nihilistic series, but it's a pity that this is my series, which is all about speaking for users, rationalizing their behavior and making them feel that the brand is on the same side as themselves.

So this copywriting application has a wide range, tell your target user group:

9. What matters is not what other people think, but what you make things look like. Sometimes, fitness is more important than persistence.

Copywriting must be personal, from a person's point of view, or for a specific person. Think of them as concrete, flesh-and-blood people, rather than a series of figures analyzed by cold target consumption behavior. It is much better to implant more humanistic things in your own copy than to sell yourself.

The above copy is to cheer readers up and tell them to be themselves, not to care about other people's eyes, and to boldly pursue what they want to do. This copy is more suitable for recruitment websites or dating apps. It's all aimed at the target users, but you can have a better choice. )