He is the best copywriter, and he only says three things

You may not know who Bob is, but you must have seen the classic advertisement of Volkswagen Beetle. He wrote "US$ 0/.02 per pound/kloc". He is known as "the best graphic copy ever".

In this issue, he only said three elements, including three issues that need to be considered most when writing a copy.

1, you must understand what you are talking about.

You must know how to assemble a car, cut chicken, and the use of surfactants ... Without relevant knowledge, you are bound to rely more and more on adjectives.

When I first entered the business, I stayed in the sales office for a long time, listening to how the visiting customers chatted with the sales staff. Now I often ask my wife, who is a junior property consultant. )

You must know who the speaker is.

If the advertising copy tries to put the company characteristics in the client copy, or put the personal characteristics in it, he will lose his job and have no right to write any more.

This paragraph is a bit difficult to understand. My understanding is that every brand has its own image, that is to say, it has its own accent. Deviation from tonality will damage the brand. Take the recent Land Rover funeral copy as an example: "Want to go far away? Passing the road test first "(forgetting the original text, roughly so) is not the temperament that Land Rover should have. In other words, the Land Rover owners I know have long been bohemians in driving without a license. It was not until these two years that the traffic police were too strict that they tried to take the driver's license. Did you tell them about the road test? Does big brother still need a road test? )

You must know who the speaker is.

It's hard to do. Classifications such as "male, 18-34 years old" or "family income exceeds 30,000 pounds a year" are not only useless, but also harmful. You must really blend in with the target audience. The best strategy is to create your own customers or potential consumers.

The longer I do copywriting, the more I think it is more important to know consumers than products. I especially admire the author of "Children who learn piano will not go bad". I guess this author must be married and have children. Otherwise, how could he understand his parents' thoughts so well? )

I think the three elements mentioned by Bob are the most fundamental things, and they are also the starting point of thinking when writing a copy. I have drawn a copywriting mind map before, which is also based on these three elements.

This is called great minds think alike, hahahaha. ......

An American seedling? (The new brand appears in the advertisement)

65438+$0.02 a pound (I have seen many people copy this)

Until death do us part? (This is the wedding vows)