What is a distracted copy and how to write it?

I think your Chinese teacher can teach you how to write a composition, but a novel writer can't teach you how to write a composition.

One of them stands for rules, and the other is "distracted" in your question.

There are many kinds of mind-wandering, depending on whose heart you are walking.

Different types of people have different understandings of telepathy, just like picking up girls. What does she need and what can you give her?

High end? Straightforward? Vulgar? Simple? Rough? Pure? Is that clear? Elegant? Dignified ... God, there are so many types of copywriting. In Chinese, these are words, but in advertisements, they are called copywriting.

I have seen some people's copywriting skills and listed them as rules. But after reading a few articles, I found that this is stupid. This method of copywriting teaching is simply stupid.

For example, teach you to write poems, confuse words, and introduce time and events. These are all available copywriting methods, but I solemnly tell you that these methods are very, very stupid.

If you really want to have a deeper understanding of copywriting, you must first understand the core of advertising. Was there a word advertising copy at the beginning? At the beginning of the advertisement, there is no such word.

In the Qing Dynasty, shops in China were all named after shopkeepers, such as Zhangsan Tiepu and Lisibuzhuang. They didn't realize that they were going to give their store a more attractive name, not to mention the advertising slogan. Whether a store can survive at that time really depends on hard skills and word of mouth. In this land of China, this gene of eating by word of mouth is rooted in the bones, but now it has been distorted.

Distraction is produced on the basis of product performance. What kind of feelings your product can bring to customers, what kind of thoughts you have. This can create the best copy, the most respected copy by customers-but this is the most ideal situation, and it can't be done in most cases. Why is there no way? I will talk about it later.

Western brands first began to pay attention to the positioning and feelings of customers. They began to break away from the introduction of products and began to create some words related to customer feelings and customer orientation. They need to give customers a sense of identity, accomplishment and superiority.

Simply introducing products does not bring superiority.

Like the early Marlboro, they defined it as a rough cowboy in the west. Boys will become manly when they smoke this kind of cigarette. This is what they want to convey.

Brands like LV are famous for hand-knitting, but their advertisements no longer introduce their craftsmanship, but more introduce its feelings and users' feelings. It is not its original positioning or luxury that makes it a luxury. As early as World War II, LV mainly produced suitcases with excellent workmanship and low price. It was needed at that time, and everyone needed a solid thing. Lu's factory is just a small workshop. But this brand continues its high technology, so it has survived to this day.

After that, his positioning became more and more high-end, because users became more and more high-end, and more and more royalty and celebrities began to use his products. He created these things to cater to these people and give them a sense of identity. If his users have always been ordinary people, I believe he will not do high-end advertising, because deviating from his customers will make users lose their sense of identity.

As mentioned earlier, the word-of-mouth gene has been distorted, so here is an explanation.

Falling in love is a process of liking first and then falling in love. This process of liking needs to be maintained for a period of time. In the product copy, we must first make customers like this product. If you expect customers to fall in love with your products directly, you are dreaming.

When writing a copy for a product that has just been put on the shelves, we should grasp the core of the product. At this time, we really don't think too much about our customers. After your customers start to accumulate, you should consider their feelings.

This is the correct order.

What's happening now is that we start thinking about customers too early. As soon as the product went on the market, we took into account all the feelings of prospective customers. What you really should do now is to introduce your products. What kind of people will your product attract, and time will bring you the most authentic data.

This is the idea of creating copywriting, and it is also the idea of creating enterprises. Suppose the masses are flocking to your products, you will put a chain on yourself. Although we have to position ourselves first in copywriting, he is not entirely right.

Take mobile phones, Xiaomi, Meizu, Huawei and Apple.

In fact, so far, they are afraid to locate their mobile phones.

Does Xiaomi dare to position the mobile phone as a technical house?

Does Meizu dare to position the mobile phone as an elegant person to use?

What can Huawei position the mobile phone as?

Apple has never advertised itself as a product that can only be used by high-end people.

If they dare to position themselves in this way, they will lose some customers. All positioning is promoted by customers themselves, and these are not the positioning of enterprises.

What should I say about the distracted copy? In fact, there are many answers on it. Zhang Xiaofang said that Lin is also free. But if I were the pineapple copywriter in Zhang Xiaofang's picture, I would write it more popularly: the pineapple from South Asia is juicy and sweet. The farmers smiled and went to the ground, and the sun fell on the land. It tastes smooth. Although it was dried in the sun at 27 degrees, it seemed to be back in the tree when I entered the mouth.

In fact, the creator of this pineapple copy has been very careful and has created very well. I just think people who eat pineapples have mouths. It is best to write about the pineapple itself and how it feels in their mouths.

We don't want to position the crowd as a high-end atmosphere or a poet in advance. Just position them as ordinary people.

Let's talk about why the creative copy can't reach the ideal state.

Because of the rules, I have written product copywriting for four years, and I am getting tired of this rule.

Most of the copywriting is created without seeing or understanding the product, which is meaningless. I write a copy for my bag. I have to cut it open with a knife, and then test its feel myself before I dare to create something called "mind wandering". If I don't bring this package, I'm sorry, I can't create it. If you force me, then I have to resign.

If I write a property copy, then I must live in it myself, observe the surrounding environment, observe the people around me, and experience the feelings of such customers personally. I think I can write this thing. But if I only saw the house from a distance, I couldn't write it.

But many times, there is no chance for you to cut an expensive bag or provide you with a house to live in. This is a damn thing, so the copywriter was forced to turn his mind to the preset crowd.

If you are a careful copywriter, you will certainly understand what I said.

If you want to make something, something recognized. You must put your heart into it before you can "get distracted" Contrary to the original intention of advertising "distracted".

Don't trust any authority in this industry. What you said is the copy itself, so I believe you. But if you plagiarize for the sake of plagiarism, I don't believe you, no matter who you are.

Author: Wang Hang

Source: Zhihu.

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