How to write advertising copy to have personality?

If you want to make the advertising copy personalized, Bian Xiao thinks you need to do the following:

First, gain insight into users' psychology.

Understanding the psychological needs of the target audience is the cornerstone of creative creation. As a bridge between brands and consumers, soft-text advertisements need to do the following two things to be creatively written:

1. Analyze the target audience deeply.

First of all, in order to create buzz between creativity and audience, it is necessary to analyze the target audience deeply. Knowing their age, gender, occupation, hobbies, consumption habits, lifestyle and other information will be the cornerstone of copywriting.

2. Explore the psychological needs of the audience

People's psychological needs are complex and diverse, such as social needs, self-realization needs, security needs and so on. Creative copywriting should closely focus on these needs and establish spiritual connection with the audience through emotional expression, value recognition and problem solving.

Second, establish emotional connection.

Stories can be drawn into the relationship between brands and users, causing emotional buzz. We use a storytelling method to embed the characteristics of products or services into the plot, so that users can naturally understand the products in the process of reading the copy. This way can not only improve users' reading interest, but also deepen users' memory of products.

Traditional product display is often direct and obvious, while storytelling requires more ingenious product implantation. By creating product-related situations in soft-text propaganda and creativity, products can naturally appear in the life scenes of characters, rather than stiffly inserting advertisements or images. This kind of situational display makes the intervention of products more reasonable and easier to be accepted by the audience.

Third, show brand personality.

The writing of creative copywriting needs a unique perspective and innovative thinking, from different angles to show the characteristics of products and the value of brands. Whether humorous or affectionate, we can accurately grasp the brand tonality and create a refreshing copy. You can gain insight into market trends, which is very important for the innovation of creative copywriting. By continuously paying attention to the market dynamics and foreseeing the future development trend, our advertising creativity will always be at the forefront of the times.