Link/s/NvCUOHT8s2WzDtlHoVfh0A Title Beer is an industry destroyed by price wars, so there is a demand for craft beer: 1. Beer is not a rigid need. Generally, buying beer has the characteristics of "scenario triggering" and "emotional purchasing" 2. Many

Users don’t know much about craft beer and don’t understand how good craft beer is (that is, they may not have the need to drink craft beer at the beginning). Cost of action: Is craft beer really that delicious? Is Zebra’s craft beer really good?

The solution for such a delicious drink: 12 bottles: enjoy exquisite wine with friends *** 6 bottles: drink alone, buy it to try, or give it to others (photos can be printed on the bottles) In summary, 1.

The initial state of the user is that they don’t know much about craft beer, or they know about craft beer, but they don’t know much about Zebra’s craft beer. The copywriting strategy focuses on describing how delicious this beer is and convincing that it is really delicious.

Stimulate emotional purchase (want to try it) 2. Because Zebra is a new brand and relatively unfamiliar to users, the copywriting is written in a "journalistic" style, as if it is objectively reporting a popular thing, and the benchmark is pure.

Beginning with German beer: arouse curiosity and talk about it like friends, "What brand of beer do you drink?" and then introduce Obama's love for craft beer. Craft beer is popular in several European countries. This opening has certain journalistic qualities and seems to be

Tell about a current trend, arouse users' curiosity about "this delicious beer" and build trust: Is it really so delicious?

1. The so-called tradition of the beer industry: the difference between industrial beer and craft beer, which does not use cheap materials and is fully fermented. 2. The "public lover" in craft beer: Comparing the taste of three kinds of craft beer on the market, it shows that "

"Public Lover" Taste 3. What kind of craft beer do Chinese people like to drink the most: Blind test by passers-by, positive reviews from passers-by, Jike Junyi, Huang Lei, endorsement from the General Affairs Department of the Embassy in China prompting orders: 4 strategies Justifiable reasons: Share with friends *** or

It’s about having a drink by yourself and giving it to others. Value creation: The same team and craftsmanship cost more than 16 yuan on the market. Price anchors: “fans exclusive price”, “1/2 of a cup of coffee”, etc. to encourage users to place orders. Scenario usage:

The "waist" of the beer glass is very thin, which makes it more comfortable to hold. It has a large mouth, which makes drinking more enjoyable. When the cold wine pours into your mouth, you will suddenly understand what it means to "make your taste buds climax." Logic

Summary: There is a delicious beer that is popular now + Why is this beer so delicious + You must try it, it is not expensive 1. The beer brewed in this way has a very low wort concentration and a very light taste, so it is loved by beer

It is called "water beer" (as light as water), and it smells like cooked rice, which is disappointing.

Contains some undesirable substances, which may cause headaches if you drink too much.

Comments: Shui Bei promptly explained, "It's as light as water."

Describing the taste as the smell of cooked rice is vivid, and "disappointing" enhances the disgust of the matter; behind the undesirable substances, click on "having a headache after drinking too much" to point out the specific harm to the user 2. Craft beer

Beer: brewed using pure malt, without any cheap ingredients, and fermented fully for 1 to 2 months. The brewed beer has a high concentration of wort, a mellow taste, and a full aroma!

When you get drunk, you can't get drunk. When you wake up, nothing happens. You can do whatever you want.

Comments: Talk about pure malt brewing, and clearly explain the user's interests: "You won't get drunk when you are drunk, and nothing will happen when you wake up." 3. The first two wines are "personality players", some people love them, and some people dislike them.

German wheat beer is like the "popular lover" among craft beers. Most people feel good about it after drinking it, at least they won't reject it.

Comments: It compares different preferences to "personality players" and "public lovers", very specific and vivid 4. The main ingredient of German wheat is 100% wort, which cannot be mixed with rice, corn, or any fruits or spices. It must be

To brew a rich 100% pure wort liquor - the pure and good taste in the hearts of Germans.

Comments: Simply talking about 100% pure wort liquor is not very impressive, but adding "the pure taste in the hearts of Germans" makes people feel that the taste is unclear... 5. Pour Zebra craft beer into the cup

At this time, the wine takes on a particularly bright golden color, neither deep nor shallow, just like its taste, neither light nor strong, with just the right balance.