How to do good copywriting

Q: How do first-line e-commerce companies write copy?

A: On the eve of the June 18 e-commerce price war last year, there was a significant phenomenon that how many products were exposed on the Internet? The advertising campaigns of all major e-commerce companies are surprisingly consistent in that there are no longer stacked design drawings of a variety of products, and there are no longer clear price reductions and discounts, but are replaced by banner-style slogans. From a psychological point of view, this way of writing keywords is the simplest and fastest way of identification. Although it lacks the visual impact of the image, it can deeply supplement the "sense of connection with oneself" that the image lacks, and deepen the user's understanding of the situation. Advertising memory.

JD.com – don’t make a fuss, Suning.com – don’t panic, Dangdang – don’t make a fuss, Yi Xun – don’t brag, Amazon China – compare prices, Gome – don’t pretend, 1 Haodian - don’t believe it... When words like this appeared on Weibo, even many people in the industry were quite surprised. Let’s not talk about whether there is any suspicion of joint hype or group attack. From the perspective of the above-mentioned advertising targets, it is not difficult to see that the keywords here revolve around an “attitude”, the posture and attitude in the face of competition. Field and self-promotion. Secondly, the content part of the advertising center is a detailed description of the slogan keywords, and the website logo is tacitly posted at the end.

Q: How to do a good job in copywriting communication?

A: First of all, we must avoid methodological misunderstandings in copywriting. There are many methods of writing copywriting. The direct purpose of copywriting is not dazzling advertising art, nor is it comparable to the fantasy of movie clips (they can be in form). Therefore, the "clear purpose" of the copywriting itself is more important than the "profound method". This is the part that many copywriters tend to overlook.

"Brainstorming", also known as the intellectual stimulation method, is a collective training method for creative ability proposed by the American Osborne. It is not "a mind full of countless ideas that is like a storm" as some second-rate professors say. It takes time for everyone to enlarge and sort out their imagination, but the speed varies from person to person. Experience tells me that impactful and instantaneous ideas are more suitable for discussion or communication, and writing should be carefully considered. Take a look at the ThinkPad’s advertising slogan of the year, “Make Thoughts More Powerful,” and bring the meaning of “Think” itself into the advertising slogan. This creative process of turning ideas into words requires us to fully understand its content, meaning, and expected results. , sometimes with some fascinating pride in it - "more powerful".

If you want to express "yourself" to the point, try to use backward thinking order to create words full of artistic conception and attitude. In fact, it will be more rational, calm, and more practical for the enterprise. As for our heads, they are used for thinking, not for taking pictures.

Q: What kind of copywriting can be called good copywriting?

A: ***Ming Case: M&M Chocolate Copywriting - "Only dissolves in the mouth, not in the body Hand."

What did we see? A magical novelty food? Or did we get a serious chance to eat a chocolate bean with our mouth? Seriously, we should grab it. Remember the nouns of these body parts, and then connect them in series, so that you should be able to imagine the whole process of M&M's beans being greedy. In addition, don’t forget that “melt” is a key verb that is full of camera sense.

From a practical point of view, how should you consider copywriting? Not only do you need to look at the effect, cost and return ratio after advertising investment, I think you should pay more attention to the "rehearsal" before finalizing the decision.

Avoiding formulas does not mean being casual. It should clearly define the market positioning and audience, and tell them in their language: what you can get/what kind of person you are/your relationship with us/what you hope Can it come true/You are indeed the best choice/You have no reason to refuse, etc. It needs to accurately convey the "effect" to readers, so that users will try to perceive their relationship with your product or brand.

Q: How should sellers define the difference between editing and copywriting?

A: It is good for copywriting and images to work together. Relying on text alone for sales is just using Half of the tools, plus images or graphic images associated with text, can create an integrated sales concept, making consumers feel more like they are involved in the product than just using text to describe product parameters.

For example, Kraft Foods has an advertisement for housewives with the title "How to eat well with very little money?" This is undoubtedly a question, and editorial workers are defined as The biggest difference between those who write text descriptions for brands or products and copywriters is that editors pay more attention to describing the "self" - they focus on selling points, while copywriters pay more attention to describing the relationship between this "self" and others - they look for appeals . From an editorial perspective, the narrative is closer to "Our food is delicious and cheap." From a copywriting perspective, it is like the example I gave of "How to eat well with very little money." Instead of simply saying that this is communication, it is better to say that this is a kind of communication. Introduce yourself and provoke users to pay attention to the shopping guide inspiration that money and goods can be easily exchanged.

Q: How to recruit excellent copywriters?

A: Please remember that as a business copywriter, he is not only a creative artist, but also a person sitting in front of the screen. As a salesman, his job is not to devote himself wholeheartedly to cultural creation, but to persuade people to buy products and recognize brands. He is a business elite. As mailer copywriter John Tighe points out, "We're not in the business of being original for originality's sake, we're often in the business of repurposing things that have worked." They can revamp some of the copy, or reinvent a whole. kind of phrases, but they must have excellent thinking skills and a deep understanding of what business is all about and what they can bring to this business model. Profits, goodwill, and integrity can all be the best. They are people who actively love life, they are people who take care of their families, they are even lovers of directing, and they can be any rational and emotional person who loves reading, sports, romance, and music.