Advertising copywriting theory teaches you how to create excellent business copywriting from the e-commerce "copywriting war"

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... Words like this appeared on Weibo, and even many people in the industry were quite surprised. Let’s not talk about whether there is joint hype or the suspicion of ganging up to attack someone. Just from the above advertisement From the perspective of the main mark, it is not difficult to see that the keywords here are all centered around an "attitude", the posture, aura and self-promotion in the face of competition. 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.

From another perspective, "keywords" were originally used in online marketing and are often called optimized and precise words that are conducive to search promotion. They are characterized by words with the highest user awareness and the most natural combinations. Words and words that most directly and clearly represent a certain commodity. When consumers have difficulty reading a large amount of text introductions patiently, keywords have become the simplest and fastest way to identify them. Although they are different from the visual impact of images, they can deeply supplement the "sense of connection with oneself" that is missing from images. , and deepen users’ memory of advertisements.

2. Methodological misunderstandings

There are many methods of copywriting. I will not introduce theoretical topics such as the nine-square grid thinking method or the three-paragraph writing method here. Let’s look at the copywriting itself. "Clear purpose" is more important than "profound method". This is the most easily overlooked part by many copywriters. 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). Although I think art is the soul and life of copywriting, reality warns businesses that no one can replace an ultimate goal. It’s the sales result.

Copywriting is not mechanical work, nor is it a project with formulas. It is mysterious, but it is not unknown.

1. Copywriting is not a slap on the forehead

"Brainstorming", also known as intellectual stimulation method, is a collective training method for creative ability proposed by Osborne in the United States. A second-rate professor said that "the mind is full of countless ideas, which are like a storm." 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 before writing. It should be well thought out. Take a look at ThinkPad’s advertising slogan of the year “Make Thoughts More Powerful”, and bring the meaning of “Think” itself into the advertising slogan. This kind of 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 using backward thinking to create words full of artistic conception and attitude. In fact, it is more rational. More stable and more practical for enterprises. As for our heads, they are used for thinking, not for taking pictures.

An outstanding piece of business copywriting may make people laugh or sigh about life. It can be extremely innovative and full of life. You can listen to its breathing and find its shape naturally. , or even try to communicate with it, you can firmly believe that it simply attracts you. If you think it can achieve the above-mentioned linkage effect, it will be successful at least 50%, so that every "you" can find the most popular feeling is the copywriting The writer yearns for pride.

***Ming Case 1: M&M chocolate copywriting - "Only dissolves in the mouth, not in hands."

***Ming Case 2: Someone dyes their hair Shui copywriting——"She used it? She didn't use it?"

Who is she? Who used it? Who is useless? The best thing about question-style copywriting is that people who read it get a chance to answer questions for free. People are often asked questions in the process of receiving various educations, so the creators know that human beings are constantly changing. He grew up in the iterative process of inquiry and constant unraveling. The method he used was to capture people's curiosity and desire for knowledge. Okay, we are all fooled. She must have used such and such brand to get natural beauty, but it is hard to say for her who did not use such and such brand.

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 the reader, so that the user will try to perceive their relationship with your product or brand Relationship, you have to know that any combination of things must have a relationship, including the unclear ones.

3. Copywriting is not equal to editing

Copywriting and images work best together. Relying on words alone for sales is only half the tool, so images or Graphics and images associated with words can create an integrated sales concept, which is more immersive than using words to describe product parameters.

For example, Kraft Foods has an advertisement for housewives with the title "How to eat well with little money?" This is undoubtedly a question, and editors are defined as brand The biggest difference between them and copywriters is that editors pay more attention to describing "self" - they focus on selling points, while copywriters pay more attention to describing the relationship between "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, as I gave an example of "How to eat well with very little money?" Rather than 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.

4. Good copywriting can be applied to all sizes

An excellent copywriter can not only create novel and practical text combinations, but also should be timely and accurate in the competition in the current field. Fight back. Because you have to know that any loss or backwardness of any detail angle will be amplified in these rapidly developing industries. No company is willing to lose any means or methods that its opponents already have. They need excellent talents who know how to create and can To counter the challenges of any competitor at any time, most copywriters are faced with the situation of "maintaining troops for ten days and using them at any time".

At the end of last year, an online Weibo post by China Car Rental attracted a lot of attention. The reason was that China Car Rental stated that it was slandered by a shady public relations officer, and quickly released a series of counterattack copywriting. One of them directly From a price point of view, we made a challenge - "I won't compare public relations with you, you will compare prices with me." The Shenzhou low price, which is temporarily unsurpassable in the car rental industry, was used as a competitive advantage, and thus through a short-term passive transformation of the market As a new advertising opportunity, the people who created the copywriting in this incident played an important role.

A new perspective on business creativity

Transmitting a complete message in the fastest way and in direct language is the way out for marketing in the e-commerce era. From the advertising cases of world-renowned companies, it is easy to see the positioning, innovation and special services of their products. This reflects the characteristics of standardized, professional and low-cost advertising. The reason why the word "advertising" is emphasized is, We should all know that this is not an essay contest, nor is it the best place for bloggers to show off their skills. The work we are always engaged in is for business. While corporate technology advances, product innovations, and services are comprehensively upgraded, detailed marketing must be applied. Extreme.

“On spring and summer days, when rain and sunshine meet side by side, many small pleasures are forming happiness” - this is an event promotion copy of the famous Zhongxing Department Store in Taiwan. As early as the last century, this department store The company's copywriting has been accepted by the local public, and people expect it to bring a different image reshaping of retail department stores. Later, many advertising plans in other industries also found new marketing perspectives from the inspiration of Xingxing Department Store's copywriting.

So returning to our online retail market, is it time for merchants or merchants who can observe this unique perspective to talk to it?

Please remember, as a business copywriter, he is not only a creative artist, he is also a salesperson sitting in front of the screen. His job is not to devote himself to cultural creation; He is a business elite in persuading people to buy products and endorse brands. As mail copywriter John Tighe points out, "We are not in the business of being original for the sake of being original. We are often in the business of reusing what has worked.