1. The theme is very clear.

The title is the essence of the text, and it is also what you want readers to remember at first sight. It can be said that it is USP in USP. The content of the topic has specific entry points, such as time, historical brand, place of origin, way of use and so on.

Take bourbon as an example, we can try to list some appellations from the time of cellar storage, such as "After 9 years of brewing, it is now ripe for tasting." "9 years in a barrel, glory cup 1 hour." . Judging from the brand history, "when the first bottle of wine was bottled, the billboard had not yet come out." Starting from the place of origin, "it comes from the third floor of the old warehouse in Kentucky, its paradise." From the way of drinking, such as "on a quiet night, drink bourbon without ice."

Show details

Showing some special and specific details in the title, text or other places will make your advertisement more convincing and interesting. For example, the title of the introduction about the Royal Viking yacht carrying passengers to China is: "Built in 400 BC. You can see it from Mars and you can touch it this spring. " Although the title is a bit long, it can really attract people, like "robust, 27 layers of purification"

3. Unique

Unique is to have charm. When others don't know you, you must stand up high enough for others to see you at a glance. It can be written from some abnormal angles, from an unexpected angle. For example, "children who play the piano will not go bad."

4. Interesting

In a stressful life, the audience needs some entertainment. Interesting headlines can attract people to read. But remember, the text content should be consistent with the title, not for fun and fun, and don't be a title party. For example, the title of an advertisement in Beijing Evening News is "Yesterday's Evening News!" .

terse

Concise rather than simple. If you can express your complete meaning in a few words, try to reduce your vocabulary as much as possible. Of course, there are exceptions. For example, "the person who taught you to talk is waiting for you to talk to her."

6. Don't use commodity specifications.

Numbers such as "TX- 17" indicating product models or specifications will only be interpreted by the audience as numbers, or simply skipped.

7. Don't use fictional names

For example, "Beckham's friends at school don't call him Barry", readers will think that this is a fabrication, which reduces the persuasiveness of the advertisement.

Second, the text

After you write the title, consider the text. Please don't let your guard down, remember to muddle along. The writing should also be wonderful, persuasive and readable.

1. vivid

Write as vividly as you speak. Writing the rhythm of words in fluent and easy-to-understand sentences makes people sound natural. Write according to grammatical rules, adjectives are used easily and appropriately, and short sentences are the best.

For example, the following two jobs, the first one is more common, but dull. The second is full of vitality, human touch and creativity. It is hard to imagine that the first job fair will be very useful and there will be real advertisers to join.

1), due to business needs, the company needs to recruit the following personnel:

First, graphic designers;

Second, film and television producers;

Third, the salesman;

Requirements: under 40 years old, college degree or above, more than two years working experience, regardless of gender.

2) Looking for rare animals

In droves

Stay a little lonely.

See beautiful things at first sight.

There is an impulse to make a phone call.

Now your kind is calling you.

Miss switchboard; Assistant secretary; Accounting personnel;

……

A frank sexual orientation is indispensable.

Please send your resume to ... before April 9.

be logical

Know what you want to write in your heart, start with the first step, then write the second step and end with the third step. Write step by step, don't bump around like a headless fly.

For example:

Don't write what the topic has shown.

Don't repeat what the topic has already explained, but go deep into the details to let others know you better through words, instead of watching you repeat.

clear and easy to understand

The shorter the paragraph, the better. Don't make readers feel so sad that they give up reading. Write action phrases and simple and powerful words, verbs and nouns, which are short and credible.

For example, describing the harsh living environment in a residential area is full of life breath, and the northeast's "sauce bone" and "big skin lift" are sweet and full; Hunan's "fish head with chopped pepper" and "steamed bacon" have a long and heavy taste; Chongqing "hairy belly hot pot" is original; There are also chickens in Zhanjiang, sheep in Leizhou, and raw seafood in Chaozhou ... When you walk down the street, you will stop smelling the fragrance and your index finger will move. "

Natural and smooth

Make some modifications to the connection before and after, and use conjunctions to connect all the points of interest smoothly and naturally, so as to keep the fluency and structural integrity of the full text. Suppose you are writing a letter to a person, imagine in your mind what the person who wants to see your letter looks like. The content written in this way is more natural and friendly, unlike preaching.

6. Choose an appropriate language style

Using different styles of language according to different target audiences can be closer to the target audience and cause * * *.

For example, "ouch, this dog is as stubborn as a horse!" " I am really a vegetarian. "Many people can't understand this sentence. But after 90, 00 can also understand. Copywriting is only for a certain group of people.

7. Avoid ambiguity

I don't want you to say it directly, but I want you to write it clearly. The concept should be clear, the expression should be clear and there should be no ambiguity.

The ending slogan should be gorgeous. For example, Nike's slogan is "Let's do it". If the ending slogan can't add new ideas to the advertisement, it is usually boring nonsense, such as "looking back and looking forward to the future ... today." This slogan.