The writing process of advertising copy

Writing a copy is painful, and the best way to get into this state is to show that you want to start writing:

Clean the desktop, put a cup of tea or coffee, a few pieces of sugar or some fruit, take a mouthful and tell yourself to start work.

It doesn't matter even if you feel listless and slack.

Brief description: write clearly the purpose of the advertisement? Target group? Where (media) did it appear? Budget? Date of submission?

Objective: To convey information and persuade people to take action.

Difficulty: explain the problem clearly in simple language and go back to the core of the problem.

For example: who to recommend what to? This problem is the core of the advertising industry. We can use this as a starting point for investigation.

Investigate the advertisements that customers have done before, and there are successful cases to continue the style.

Investigate competitors' advertisements, avoid similarities, and learn from them when you find something valuable.

The above survey is only a rough idea. With an idea, pictures and words will appear in your mind, and inspiration will naturally come. Creativity is creativity, creativity is very important, and creativity is the later work.

Learn as much as possible about the characteristics and advantages of products (or services). Search a lot of detailed information and dig out information that may be really marketable but ignored by others.

Extracting and selecting information is the beginning of creativity. This is the only thing we have to do, effectively simplify and refine information and express it in an unforgettable way.

With so much product (or service) information, you should be able to answer the question of who the target group is.

The next job is to establish a close relationship with the dreams, hopes, interests and wishes of the audience.

You must express it in a language that they can understand, and this expression must prompt them to make a positive response.

In order to understand their real needs, the questionnaire is unreliable and requires face-to-face dialogue. Don't ask about preferences and attitudes when chatting, ask about their behavior habits. For example, I like playing games. When do I usually play? Who are you playing with? What kind of play? Do you want to change games in the future What kind do you want? How long does it take to change? ...

Question: Why is market research unreliable? People always say one thing and do another. Many people in the survey didn't mean to lie, but there is no way. Humans just like to deceive themselves. Therefore, market research should be to investigate people's behavior and see what they have done. Although it often changes with people's behavior, it is much more reliable than words. Failure cases of market research: a long time ago, Coca-Cola taste change survey, and the recent WIN8 development survey.

Simplicity and fluency are the main principles. Thinking about words is a basic skill. Word check (dictionary) is a hard and fast rule, which must be observed.

The bottom line of advertising copy is to sell products (or services), not your literary talent! Don't let pure artistry destroy pure commercial purpose.

Turn obscure product advantages into operational advantages and provide them to consumers. Then ask from the perspective of the target consumers: What can I get from it? Or why should I be interested in this? To test the practicality of the content.

Question: How to learn from other people's advertising copy? Feel the rhythm of the article (reading), find the highlights, see the effects, and understand how those dramatic effects are produced. What factors are involved?

The level of information: 1, which determines what information to convey to readers. 2. Confirm the leading elements. 3. Ensure the strong expression of leading elements.

Powerful forms of expression: illustration, font design, pun metaphor, role change, sexy and intense. ...

Complex words or complex ideas will become obstacles to communication. So ask yourself every time you finish writing, can your information be more concise?

Everyone likes short, sharp and impactful words. Don't write the text in a dense mass, pay attention to segmentation, break it if you want, and forget the grammar. Such a text is easier to understand and comprehend.

Especially computer screen reading can easily lead to eye fatigue, so everyone likes simple dry goods, so be sure to make your information simple and direct, and be entertaining and convincing.

When writing a long article, be sure to use subheadings. In this way, readers can not only stop for air, but also quickly understand the general idea of the full text by simply browsing the subtitles, or quickly find the information they want.

Is there a market for long questions? If the place is right, there is no reason not to read it. For example, the subway is a place where many boring people are waiting.

Reading: Robert Baldry's Copywriting

Digress

Freelance writer, the word "freelancer" comes from a mercenary in the Middle Ages, who can fight for any employer with a spear.

Copywriting means creating, but the root implies that we plagiarize (the root is Latin copy, which means copying or copying) and copy.