Link:/s/1ipk3rmkqkop6cwhdgsk8jq
Extraction code: 9jmh
Title: 10W+ How is the mind-wandering copy made?
Author: Lu
Douban score: 5.6
Publisher: China Friendship Publishing Company.
Publication year: 20 17- 12
Page count: 256
Content introduction:
Writing a copy to find Baidu? Rub hot spots and put routines? Is it easy to click and difficult to place an order?
Third-rate copywriters compare font sizes, second-rate copywriters copy routines, and first-rate copywriters tell stories.
Let customers never forget, let traffic "generate magic", let the brand be in an invincible position!
Write a good copy, tell a good story and live a good story!
Top 1 of GunnReport's global creative report list, creative directors of Ogilvy & Mather and Zhiwei Thompson: the masterpiece of Lu Taiwan Province's famous advertising star and talented advertising director.
The Golden Horse Award Director Zeppelin, Ogilvy Advertising Executive Creative Director Gong Dazhong of Taiwan Province Province, Chairman Lao Shuangen of Zhiwei Thomson Asia-Pacific Creative Committee, and Shanghai Creative Director Xu Hehe introduced them respectively.
Write a good copy, tell a good story and live a good story. Lu, the former creative director of Ogilvy & Mather and Zhiwei Thomson, has accumulated more than 65,438+00 years of experience in the advertising industry, deconstructed 65,438+02 real 4A stories, exercised the "copywriting brain muscle" and taught you to write director-level copywriting stories that entered the hearts of customers.
Big coffee recommendation
We unconsciously collected many touching stories, which filled us with inspiration in our work and life. I think this is the power of the story.
—— Xu, Executive Creative Director of BBDO Shanghai
Give him fish to eat, it is better to teach him to fish. It's better to help you find a story than to tell you a story. Kurt is writing a book on the surface, but he is doing public welfare in his bones. May all mankind regain the natural instinct exhausted by the boring world! I see love in it, beautiful love.
—— Gong Dazhong, Executive Creative Director of Ogilvy Advertising in Taiwan Province Province
Some people have stories, and they are endless stories.
-Lao Shuang 'en, Chairman of Zhiwei Thompson Advertising and Sub-regional Creative Committee
Stories are for expressing love, while listening to stories is for receiving love. This is a book that tells you what love is. In this book, you can find reasons for moving, reasons for acting, and the river of life with love as its source.
-Golden Horse Award-winning director Zeppelin
Kurt has published another book. He speaks fast, has a glib tongue and is humorous. Maybe he fell in love with writing books and is ready to change careers? No, in my opinion, Kurt is actually a person who can't wait to convey his love and enthusiasm to the world in various ways!
Actor Zhang Junning.
I thought he was from BAIC, so he went looking for trouble. Therefore, he not only has his own stories, but also is good at helping people tell stories. It turns out that telling stories is also doing great things.
Actor Chen Yihan.
The highlight of this book.
★ 99% of people's copywriting is wrong: the copywriting can't be written into the customer's heart, and the customer can't remember it no matter how much money is spent, and will not buy it!
★ 8 kinds of professional mental methods, exercise your story "brain muscles", and let your heart-wrenching story come with your mouth open, and it will be on fire at once.
★ Director-level copywriting strategy: It is actually very simple to write a mind-wandering copywriting strategy for the creative directors of Ogilvy and Zhiwei Thompson in Taiwan Province Province.
★ Professional advertisers use it to write copywriting and shoot advertisements, online shop owners use it to write pages and promote, salespeople use it to pull orders and save browsing time, and online celebrities use it to tell stories and get traffic-as long as there is a market, some people need good stories.
Fancy marketing can get you 10W+ once, but a thoughtful copy can get you 10W+ twice, so that a good story can survive and everything will survive.
Good stories are being discovered every minute. Let your story enter people's hearts before competing for products-now, tell a good story for your products, your brand and even yourself!
About the author:
another name for Shandong Province/a surname/rude
Taiwan Province advertising superstar, GunnReport advertising creative scoreboard Top. 1 used to be the creative director of Ogilvy & Mather and Zhiwei Thomson in Taiwan Province Province, and served as the copywriter and advertising director of super-first-line brands such as Nike, Google, Mercedes-Benz, Left Bank Coffee, 7-1,Sony, Lux and KFC.
His representative works include "Your life is less than 22K", "How long has it been since you listened to your children", "Kaohsiung: overnight is different", "Are we really living on the road to death" and so on.