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If you want to be more convincing and convincing in a line, the first priority is to study people. Because no matter what you do, people are generally an important part, and the analysis of the target group of copywriting is particularly important, and to understand the relevant factors that affect the target group, you can start from three aspects: cultural factors, social factors, and personal factors. Among personal factors, age, life cycle, occupation, economic environment, personality and self-concept are all important influencing factors.
For copywriting to be remembered, the second priority is creativity. Regarding the creative thinking of copywriting, it is recommended to use a divergent thinking tree diagram to make creativity surprising. For example, Nongfu Spring is something we are all familiar with
The selling point of Nongfu Spring is the natural water source, and from this basis, the divergent association of Tianshan water source is the main trunk of the tree, and the associative elements such as "green", "nature" and "water is better to drink" are equivalent to several main branches of the tree, and each branch can further branch out and scatter. This is what I saw in Uncle Akiba's "New ** Writing Copy".
From this, I think of Dove's selling point silky, from the silky level to diverge, the most popular advertising slogan is that it is silky at the moment, as smooth as silk, etc., all kinds of silky hair, silk, and anglelababy slide from one end of the stool to the other and so on.
For copywriting ideas, here's another way:Element Combination Method,Let your creativity run wild. There are some examples, such as headphones and tape recorders become Walkmans, and the combination of erasers and pencils becomes the pencils that we often use when we are children to easily erase, an idea that has benefited millions of people.
I'm Sister Xiaoxue, an education expert, welcome to exchange all topics about education and growing up, I will accompany you on the way to growth, follow me if you like, and if you want to know more ways you can leave me a message.
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Persuasive copywriting usually has the following characteristics:
1. Accurate audience.
Who are you targeting? You have to know who you're talking to, so you can focus on poking at their pain points, meeting their expectations, and capturing their preferences in your copy, nothing is convincing in front of everyone.
For example, if you sell a relatively basic career growth course, then you need to target white-collar workers in the workplace or white-collar workers who have just worked for one or two years, and study the living situation and mentality of these people.
2. Explanation of facts
Don't say that your products are good, but put the facts on the table. For example, TV commercials often use water absorption tests to prove the water absorption effect of aunt towels, and some cosmetics will display crowd test data, which is a fact.
But my product doesn't seem to have any facts? You see how the ** hook merchants prove their own hook bearing capacity, and they can always find a way to prove it if they have the strength, use their brains.
3. Authoritative endorsement
When a certain technology product says how many invention patents it has obtained, when a certain book is recommended by a certain bigwig, and when a certain course is praised by a teacher you like very much, do you instantly feel convinced?
Therefore, your copywriting should also try to have authoritative endorsement, what xx leaders come to our company to inspect, the product formula has been inspected by a certain authoritative organization, and a certain big-name person is also using it, so you must write it.
4. The scene is clear
The goals and scenarios of some products are very clear, such as drugs and electrical appliances; However, some products are used in vague scenarios, such as wine and food.
Customers will think, do I need to drink? I don't think I need it much. At this time, you have to provide a scene for customers, such as girlfriends coming to the house for a small gathering, opening a bottle of wine, and the atmosphere is just right; Buddy goes out for a picnic and brings a bottle of wine to make it even more enthusiastic!
Make customers aware of the specific scenarios in which they need it, and make the needs clearer.
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Ad copy is a type of writing with a purpose. As an inevitable part of advertising, advertising copywriting always aims to accurately reflect the advertising creativity, effectively communicate with the audience and produce the expected effect of the advertisement. Only when the purpose is clear, it is possible to produce a copywriting theme that meets the needs of the purpose.
The purpose of advertising copy is directly linked to specific enterprises, brands, service content, and public welfare content. Its purpose is mainly manifested in the directness of its communication and the distinctiveness of marketing. The two must-haves for the purpose of ad copywriting are the topic and the audience.
The premise and basis of the purpose of advertising copywriting is advertising creativity, and its foothold is the audience's acceptance effect.
The theme of advertising copy refers to the core idea and information expressed by the advertisement through specific materials in order to achieve a certain purpose, and it is the core of the advertising appeal. The concept can be the special attributes of a specific product and its unique selling proposition (USP), or the concept of service, or ethics and morality. It depends on the content of your ad.
Advertising audience refers to the object of receiving advertising information dissemination, including the audience, audience and readers of the advertisement. They are the object of advertising appeals. The final completion of an advertising work must be concretized by the audience, making it a psychological reality of the person who accepts the advertisement, and then sublimating it into a certain desire and action of the audience.
Advertising itself is nothing more than a multi-faceted open schematic structure, and the reason why its existence is meaningful and valuable is only that the advertising audience can interpret it differently. In fact, there are various interpretations of advertising works, and these interpretations are reasonable from the perspective of the audience.
Therefore, from the perspective of reception theory, the actual needs and subjective consciousness of the advertising audience play a pivotal and sometimes even decisive role. A clear sense of audience reminds us to pay attention to the expectation of the advertising audience, and pay attention to the audience's aesthetic taste and acceptance psychology. Therefore, advertising copy, especially advertising slogans, should not only attract attention but also be memorable; Generate a strong intuition about the brand in the advertising audience; create plot suspense ; Build brand value among audiences and consumers; Strengthen the brand perception of the advertising audience; To consolidate the brand feeling of consumers, the (trademark) brand should be continuously expanded.
Advertising copy, especially slogans, must not only attract attention but also be memorable, and various techniques and strategies must be considered.
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First of all, we need to believe that you can let your friends or family members read the following when you finish writing the copy, so that they can stand in their perspective to see if they can understand the content of your copywriting, so a good copywriter must be particularly easy to understand, and it is best to be related to the things around you that you are familiar with.
In fact, when it comes to the issue of persuasion, I suggest that they are generally very representative cases, close to life, and you can also use some classic cases that are widely recognized by the public, and on the basis of successful cases, you can also make your own copywriting more life, of course, you can also add some particularly convincing data to illustrate and demonstrate, for example, the people's survey of a certain year and month is as follows, and the people themselves are authoritative, so the content released later will be very easy for everyone to be convinced.
Third, add more data analysis or research, such as a database to conduct a survey and analysis of people who leave, 90% of people leave because of unfair treatment, or salary or due to the relationship between bosses and colleagues, these are some of the main reasons for leaving.
Introduce more authoritative explanations, and at the same time combine strong facts to analyze and demonstrate, to deduce their own correct conclusions, the copywriting itself also needs strategy, which will also appear that your logic is particularly strong, and naturally such copywriting is also very convincing.
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The copywriting style of a big brand can't be rigid, first confirm the brand's [product category], and then choose a copywriting strategy:1 [New Category]: You have developed a new category and attracted a group of early users who just need it.
At the same time, if your category has differentiated advantages, what you need to do is to let the functional information of the category enter the user's brain, so that the user can form cognition and trust in the new category. At this time, you can emphasize the [functional attributes] of the category and the [benefits] after use in the copy. For example, the copywriting of Lechun yogurt "is added in the supermarket."
Pure natural and genuine materials" is the embodiment of the above strategy.
2 [Mature Category]: When you want to write a copy for a traditional category of products, simply listing the functional attributes of the product usually cannot grab the user's attention, because the user is already very familiar with the selling point you want to say, and cognitive fatigue has been formed. At this time, you should emphasize the "emotional feelings" and "psychological experiences" when using the product in the copy.
For example, in the product page copy of Xiaomi Mijia walkie-talkie, more emphasis is placed on the emotional and emotional experience of the use of the product, starting from the category experience value to capture the user's attention.
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If you want to make your copywriting more convincing, first of all, you must know very well what you want to write, and be able to memorize it, every process and every little detail you can observe, so that you can write it to make others believe and be convincing.
Then, you have to have a rich vocabulary, because a copywriter is a person who is engaged in writing work in the company, that is, to express everyone's creativity in words, so in this regard, you have to have a very rich vocabulary, so that you can write very well, and you can write an eye-catching article, so that people can see it, that is, to recognize your copywriting. <>
In the end, you need to format your copy, typesetting is very beautiful, so that people can see the key points at a glance, so that people can understand what you want to say at a glance, neither dazzling nor bland, the pursuit of simplicity, try to provide more information, with real and reliable data to win everyone's trust, so that everyone will be persuaded by your copywriting, and agree.
Therefore, if you want your copy to be convincing, then you have to work harder.
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As a new ** operator, often write product proposal copywriting, will not know where to start, now I have summarized those universal business copy, found that there are the following templates:
When writing a headline, a copy that can attract people must be relevant to the person who reads the copy.
1. Uniqueness: Give users a feeling of describing from a new perspective. For example, use something different from ordinary copywriting to elaborate.
2. Practical benefits: what kind of benefits and useful things can be provided to users. For example, the pain points of users.
3. Be clear and specific: You can tell users in a quantitative way, such as numbers.
4. Sense of urgency: Let users feel that time is pressing, such as limited preferential places.
A copywriter who can understand must follow the logic of the person who reads the copy.
From the perspective of the "me" of the person who reads the copy. "What do I need to do, how do I do it, what do I get? ”
1. Pyramid Principle: The first part of the copy must focus on the benefits that the title provides, otherwise it will lose focus.
2. Combination of virtual and real: The virtual part writes eye-catching concepts, and the real part implements specific benefits.
3. Concrete principle: concretize the description and implement it into specific numbers or operations.
A persuasive copywriter must be able to clearly tell others: I can give you the solution you want.
To tell the reader that what I wrote will give you a solution, add the following 4 points and the persuasiveness will be greatly enhanced:
1. User evaluation: Give readers real examples to make them believe that they can get the desired effect through your product.
2. Credit endorsement: Let readers believe that your product is certified, especially by the authority in the industry.
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Dishes are fried, paintings are framed, and planning is sold by thinking.
People are easily guided by some adjectives and some adverbs, and the main role of such words is to emphasize attitude
Understand? A copy wants to be understood, which means that all those who see the copy can eventually receive the same point of view, and this point of view is the point of view that the copywriter wants to express. Copywriting is extremely purposeful content, and he can't have a thousand Hamlets for a thousand people like a literary work.
Therefore, for copywriting, the most important point is to speak human words, straightforward, concise and clear
Resonance? A well-written copywriter is written to the hearts of fans, and fans are willing to take the initiative to spread it, spread it to the circle of friends or send it to friends. A copy that is willing to let the audience take the initiative to spread can be noticed by more people and the effect can be maximized
To arouse resonance, we should start from two aspects: 1. Meet emotional appeals; 2. Bring into the scene behavior? Here we need to tag our fan users, grasp one or several emotional appeals of your target users, combine the points that your product can meet the relevant demands to write your copy, if you can bring it into a scene, add some creativity, you can also write a copy with enough resonance effect.
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