If you are asked to write a product introduction copy, you should not only be grounded, but also be able to impress people. How do you start? I think the first reaction of any copywriter is not to want to have any copywriting skills and rhetorical devices. But first, we should know the product carefully and collect a lot of product-related information. When the product is easy to understand, the next step is to look for reference and see if there are any cases that can be used for reference, right? I usually do this in most cases. In addition to spending time understanding the user population, I also spent a lot of time basically familiarizing myself with the products and looking at the cases collected in the past. For product copywriting, my attitude has always been: insight into the product and description of details. Nowadays, most product copywriting is seriously homogenized, and many people like to use various adjectives to improve their writing. But if you remove all adjectives from his manuscript. You will soon find that you are so bored that you don't really say anything. Adjectives are not prohibited, but if you are not good at using adjectives, use them as little as possible. A bunch of vague adjectives can't bring any power of words. And describe the details in the product copy: first, it can increase the trust of users. The more detailed the description, the higher the cost of lying. Besides, it helps to create a familiar scene. The description of details can hit the familiar cognition in the user's mind faster, thus moving people. In addition, it can also give users a concrete picture sense and avoid abstract and vague statements. For example, the classic advertising copy Lemon (defective): lemon (defective) This beetle missed the shipment. The instrument panel where sundries are placed is damaged by chrome plating and must be replaced. It may be hard for you to notice, but Detective Crono noticed. Our factory in Wolfsburg has 3,389 workers, whose only task is to check beetles at every stage of the production process (3,000 beetles are produced every day; Inspectors produce more cars. The shock absorber of every car must be tested (never spot-checked), and the windshield of every car has also been inspected in detail. The public often cannot pass because of the invisible surface scratches. The final inspection is really amazing! Volkswagen inspectors sent every car to the vehicle inspection platform like flowing water, passing through 189 inspection points, and then quickly opened the automatic brake platform. In this process, one of the 50 cars is always stuck in a "no traffic" place. Because of such attention to all the details, Volkswagen is generally more durable and requires less maintenance than other cars (which also makes Volkswagen depreciate less than other cars). We eliminated lemons (defective products); You have plums. The Beatles's advertising copy is very infectious and illustrated. This advertisement emphasizes details such as harsh vehicle inspection and complicated inspection procedures ..... in order to solve consumers' concerns about poor vehicle quality when buying. The power to move people's hearts is often in the details. The more detailed the copy, the more you can distinguish yourself from others. But before that, we need to know the product very well, from beginning to end, and understand every detail. Including product features, functions, origin, price composition, technology, production process, use scenarios, sensory experience, employee intentions and so on. We need to integrate and record every fact and every scene. If you say that the product has nothing to write about and nothing new, I think there is a sentence in the CopyBook: for a product that people don't need or want to own, advertising can't work miracles. However, a skilled advertiser can show the neglected features of a product and arouse people's desire to own it. It can be seen that only by thoroughly understanding the product can we hope to transcend the cliche information, think freely and gain insight. And if you know little about the product, of course, you can't write the product copy, let alone be distracted! Ok, if we agree with the above views, let's continue reading. When writing product copy, you must read NeilFrench's works. Yes, Chivas Regal's classic copy is overbearing, arrogant and full of strong contempt. He wrote it. This is an advertisement for Chivas Regal. If you need to see its bottle, obviously, you are in the wrong social circle. If you need to taste, you have no experience of tasting. If you want to know its price, turn this page, young man ... Fortunately, you should be able to afford it when you have the experience of tasting. If anyone still doesn't know this diehard grandfather who is called "God of Copywriting", let me briefly introduce him: NeilFrench was born in Birmingham, England in 1944. He was the boss of a gang when he was a student, and was expelled from school at the age of 16. Since then, I have wandered around the red light district every day. I used to be a soldier, a matador, a real estate agent, a debt collector, a singer and an advertising company. Most shocking of all, he also made pornographic films. But none of this affects NeilFrech's creative talent in copywriting. There are countless classic works. Domestic liquor copywriters will imitate his advertisements to a certain extent, and many well-known advertisers will learn from his works. He is also the only advertiser, and his copywriting works have been published in Copywriting and Conclusion. It may also be the most award-winning advertiser in the history of advertising. No wonder everyone calls Uncle Neil a god. It's no exaggeration to read his resume. NeilFrench's product copywriting is good at strategically expressing creativity and has a strong insight into the products behind it. His copywriting ideas are very clear, and he can always be deeply rooted in people's hearts from some small places. For example, he is writing a manuscript for Martell. In order to understand the products in depth, he traveled all over France, had in-depth exchanges with grape growers, workers and all possible related personnel, and conducted field visits, and finally collected countless details as reproduction materials. Later, this series of copywriting also became a model for later imitations. Isn't this master demonstration a gift of inspiration? You should come to see the product copy several times! Martell raw material: On the left is a perfect grape. It takes 4000 identical grapes to make a bottle of golden Martell. To put it another way: only a tiny part of the tens of billions of grapes harvested in France every year can be used to make cognac; However, only 1 of 60 grapes can brew Martell. You can probably begin to appreciate some kind of obsession with quality. Then, think about the following: At the end of World War I, in Europe, before most readers of this play were born and television was invented, and 25 years before Singapore became a country, we picked grapes to make wine and distilled the wine into cognac, which lay quietly in wooden barrels and was carefully guarded by the cellar owners of three generations of winemakers. Until this year, it is understandable that perfection is expensive in this case. The story of Martell's golden legend Martell is intertwined with many stories of generations' inheritance and personal sacrifice. The most touching story is the legend of how Laoganyi waited quietly in the wine cellar we call heaven. This is a satirical drama that the owner of the wine cellar sacrificed his life for greatness, but was forgotten by time. Think about it, the wine cellar owner who puts this kind of high-quality alcoholic brew destined to be the best Martell into the wine cellar will never have a chance to taste the fruits of his hard work. His son, taking care of his father's hard work, will never have a chance to taste this wine. Even the son of this son, who will inherit the family business anyway, has no chance to taste it. But one day, if this family has an heir, someone can enjoy the inheritance handed down by his great-great grandfather. This is a legacy to be reckoned with. If you are lucky, you have a chance to taste the gold medal Martell. Don't forget, this is not only the best cognac that people can buy, but also a precious legacy handed down from generation to generation. Small is good. Even if some cognac workshops realize that the famous Martell tastes like oak, they are unwilling to compromise with the keg. Barrels are easier to brew: no need for careful care; The vat has a larger capacity: it is inexhaustible. But Martell knows that the more precious cognac comes into contact with oak, the better its special and even indescribable quality will be. Therefore, we sometimes use smaller barrels and thinner loose walls, just as noble cognac should do. You can forget about efficiency if you like. Of course, because of those thin barrel walls, many of our favorite cognac naturally evaporated. However, if this is the price of Excellence or even nobility, so be it. You can think we are freaks, but at our age, we can do some random strange things, right? If cognac is an oyster, Martell is a pearl. First of all, for amateurs, the price of Martell cognac seems a bit sensational. After all, this is just a cognac, no different from other cognac, isn't it? No! Young man, of course it's absolutely different! What is this! This is a different world. How can you have such an idea! Listen: Most cognac can be made from old grapes from any "legal" cognac region-this occupies a large area of French industry. All Martell's cognac is made from precious grapes grown on a special land in the center of the cognac district. In this very small but extremely beautiful place, soil, rainfall and even air are magically combined everywhere, which is the right combination to produce perfect cognac grapes. Even the grapes produced in this land only meet Martell's needs. This is why Martell has something unique that other cognac can't claim: real rarity. Every five bottles of the best wine brewed from grapes produced in the best land in Cognac District can be made into 1 bottle of Cognac. Not many people know this. If you read Martell's copy carefully, you will find that Neil French is always good at telling you a very small detail seriously. The copy tells some facts throughout, but these facts are so beautiful that there is no doubt. It seems to be an understatement, but in fact it reveals pride and confidence everywhere, telling you the most arrogant side of the product in the lowest-key language. It is no wonder that so many senior big coffees will praise, love or recommend NeilFrench's works again and again. Sure enough, the abstract is the same, and the details of the copy are one in a million. If you are asked to write a product introduction copy, you should not only be grounded, but also be able to impress people. How do you start? I think the first reaction of any copywriter is not to want to have any copywriting skills and rhetorical devices. But first, we should know the product carefully and collect a lot of product-related information. When the product is easy to understand, the next step is to look for reference and see if there are any cases that can be used for reference, right? I usually do this in most cases. In addition to spending time understanding the user population, I also spent a lot of time basically familiarizing myself with the products and looking at the cases collected in the past. For product copywriting, my attitude has always been: insight into the product and description of details. Nowadays, most product copywriting is seriously homogenized, and many people like to use various adjectives to improve their writing. But if you remove all adjectives from his manuscript. You will soon find that you are so bored that you don't really say anything. Adjectives are not prohibited, but if you are not good at using adjectives, use them as little as possible. A bunch of vague adjectives can't bring any power of words. And describe the details in the product copy: first, it can increase the trust of users. The more detailed the description, the higher the cost of lying. Besides, it helps to create a familiar scene. The description of details can better hit the familiar cognition in the user's mind, thus touching people's hearts. In addition, it can also give users a concrete picture sense and avoid abstract and vague statements. For example, the classic advertising copy Lemon (defective): lemon (defective) This beetle missed the shipment. The instrument panel where sundries are placed is damaged by chrome plating and must be replaced. It may be hard for you to notice, but Detective Crono noticed. Our factory in Wolfsburg has 3,389 workers, whose only task is to check beetles at every stage of the production process (3,000 beetles are produced every day; Inspectors produce more cars. The shock absorber of every car must be tested (never spot-checked), and the windshield of every car has also been inspected in detail. The public often cannot pass because of the invisible surface scratches. The final inspection is really amazing! Volkswagen inspectors sent every car to the vehicle inspection platform like flowing water, passing through 189 inspection points, and then quickly opened the automatic brake platform. In this process, one of the 50 cars is always stuck in a "no traffic" place. Because of such attention to all the details, Volkswagen is generally more durable and requires less maintenance than other cars (which also makes Volkswagen depreciate less than other cars). We eliminated lemons (defective products); You have plums. The Beatles's advertising copy is very infectious and illustrated. This advertisement emphasizes details such as harsh vehicle inspection and complicated inspection procedures ..... in order to solve consumers' concerns about poor vehicle quality when buying. The power to move people's hearts is often in the details. The more detailed the copy, the more you can distinguish yourself from others. But before that, we need to know the product very well, from beginning to end, and understand every detail. Including product features, functions, origin, price composition, technology, production process, use scenarios, sensory experience, employee intentions and so on. We need to integrate and record every fact and every scene. If you say that the product has nothing to write about and nothing new, I think there is a sentence in the CopyBook: for a product that people don't need or want to own, advertising can't work miracles. However, a skilled advertiser can show the neglected features of a product and arouse people's desire to own it. It can be seen that only by thoroughly understanding the product can we hope to transcend the cliche information, think freely and gain insight. And if you know little about the product, of course, you can't write the product copy, let alone be distracted! Ok, if we agree with the above views, let's continue reading. When writing product copy, you must read NeilFrench's works. Yes, Chivas Regal's classic copy is overbearing, arrogant and full of strong contempt. He wrote it. This is an advertisement for Chivas Regal. If you need to see its bottle, obviously, you are in the wrong social circle. If you need to taste, you have no experience of tasting. If you want to know its price, turn this page, young man ... Fortunately, you should be able to afford it when you have the experience of tasting. If anyone still doesn't know this diehard grandfather who is called "God of Copywriting", let me briefly introduce him: NeilFrench was born in Birmingham, England in 1944. He was the boss of a gang when he was a student, and was expelled from school at the age of 16. Since then, I have wandered around the red light district every day. I used to be a soldier, a matador, a real estate agent, a debt collector, a singer and an advertising company. Most shocking of all, he also made pornographic films. But none of this affects NeilFrech's creative talent in copywriting. There are countless classic works. Domestic liquor copywriters will imitate his advertisements to a certain extent, and many well-known advertisers will learn from his works. He is also the only advertiser, and his copywriting works have been published in Copywriting and Conclusion. It may also be the most award-winning advertiser in the history of advertising. No wonder everyone calls Uncle Neil a god. It's no exaggeration to read his resume. NeilFrench's product copywriting is good at strategically expressing creativity and has a strong insight into the products behind it. His copywriting ideas are very clear, and he can always be deeply rooted in people's hearts from some small places. For example, he is writing a manuscript for Martell. In order to understand the products in depth, he traveled all over France, had in-depth exchanges with grape growers, workers and all possible related personnel, and conducted field visits, and finally collected countless details as reproduction materials. Later, this series of copywriting also became a model for later imitations. Isn't this master demonstration a gift of inspiration? You should come to see the product copy several times! Martell raw material: On the left is a perfect grape. It takes 4000 identical grapes to make a bottle of golden Martell. To put it another way: only a tiny part of the tens of billions of grapes harvested in France every year can be used to make cognac; However, only 1 of 60 grapes can brew Martell. You can probably begin to appreciate some kind of obsession with quality. Then, think about the following: At the end of World War I, in Europe, before most readers of this play were born and television was invented, and 25 years before Singapore became a country, we picked grapes to make wine and distilled the wine into cognac, which lay quietly in wooden barrels and was carefully guarded by the cellar owners of three generations of winemakers. Until this year, it is understandable that perfection is expensive in this case. The story of Martell's golden legend Martell is intertwined with many stories of generations' inheritance and personal sacrifice. The most touching story is the legend of how Laoganyi waited quietly in the wine cellar we call heaven. This is a satirical drama that the owner of the wine cellar sacrificed his life for greatness, but was forgotten by time. Think about it, the wine cellar owner who puts this kind of high-quality alcoholic brew destined to be the best Martell into the wine cellar will never have a chance to taste the fruits of his hard work. His son, taking care of his father's hard work, will never have a chance to taste this wine. Even the son of this son, who will inherit the family business anyway, has no chance to taste it. But one day, if this family has an heir, someone can enjoy the inheritance handed down by his great-great grandfather. This is a legacy to be reckoned with. If you are lucky, you have a chance to taste the gold medal Martell. Don't forget, this is not only the best cognac that people can buy, but also a precious legacy handed down from generation to generation. Small is good. Even if some cognac workshops realize that the famous Martell tastes like oak, they are unwilling to compromise with the keg. Barrels are easier to brew: no need for careful care; The vat has a larger capacity: it is inexhaustible. But Martell knows that the more precious cognac comes into contact with oak, the better its special and even indescribable quality will be. Therefore, we sometimes use smaller barrels and thinner loose walls, just as noble cognac should do. You can forget about efficiency if you like. Of course, because of those thin barrel walls, many of our favorite cognac naturally evaporated. However, if this is the price of Excellence or even nobility, so be it. You can think we are freaks, but at our age, we can do some random strange things, right? If cognac is an oyster, Martell is a pearl. First of all, for amateurs, the price of Martell cognac seems a bit sensational. After all, this is just a cognac, no different from other cognac, isn't it? No! Young man, of course it's absolutely different! What is this! This is a different world. How can you have such an idea! Listen: Most cognac can be made from old grapes from any "legal" cognac region-this occupies a large area of French industry. All Martell's cognac is made from precious grapes grown on a special land in the center of the cognac district. In this very small but extremely beautiful place, soil, rainfall and even air are magically combined everywhere, which is the right combination to produce perfect cognac grapes. Even the grapes produced in this land only meet Martell's needs. This is why Martell has something unique that other cognac can't claim: real rarity. Every five bottles of the best wine brewed from grapes produced in the best land in Cognac District can be made into 1 bottle of Cognac. Not many people know this. If you read Martell's copy carefully, you will find that Neil French is always good at telling you a very small detail seriously. The copy tells some facts throughout, but these facts are so beautiful that there is no doubt. It seems to be an understatement, but in fact it reveals pride and confidence everywhere, telling you the most arrogant side of the product in the lowest-key language. It is no wonder that so many senior big coffees will praise, love or recommend NeilFrench's works again and again. Sure enough, the abstract is the same, and the details of the copy are one in a million.