How to write good newspaper advertising copy

How to write good newspaper advertising copy:

Most companies publish newspaper media. The long-term goal is to build a brand, but the most important purpose at present is to promote product sales, that is, He said that he did newspaper advertisements just to sell goods.

However, in actual operation, more than 90% of newspaper advertisements are not strong enough and have five major flaws. The first is that the advertising strategy is wrong, the second is that the advertising title is not attractive, and the third is that the advertising screen is dull , the fourth is that the advertising copy is boring, and the fifth is that the consecutive advertisements have no unity and continuity.

What is advertising copy? It is the text that introduces the product and is a method to persuade consumers to buy. I often see creative newspaper advertisements made by 4A companies. They have large pictures, large titles, but little text. Pitiful. This may work for fast-moving consumer goods such as shampoos and beverages, but for advertising health care products, medicines, hospitals, household appliances, and any new products, this approach seems very "foolish".

For creatives, good copywriting must be based on the overall advertising strategy. Then you have to go through 4 arduous steps of creation before the copywriting can be born. There is no best copywriting, only better copywriting. Only by constantly pondering, revising, and streamlining can we become better advertising copywriting.

Step one: Make things clear

Speak clearly in one breath, use less empty rhetorical techniques, use more metaphors, give more examples, and be able to make up stories. You can use sequences, flashbacks, or interludes, but you must explain things clearly. You should tell whoever you sell things to. If you sell kitchen utensils, you must stand from the perspective of a housewife. Even if you He is a big and thick man, but you also have to understand the psychology of women at this time.

Many people write poetry and prose very well, but when it comes to writing advertising copy, they are very rigid. The main reason is that most literary creations are from their own perspective, while copywriting creation should be from the perspective of a supermarket shopping guide. , just like there are products in front of you, copywriters have to use the most concise and to-the-point words to promote the products in the shortest time, so that customers can make purchases.

Step 2: Make every sentence read with gusto

After things are clearly stated, look back at the text to see if it is very stiff. At this time you need to make your text The modification is interesting or engaging. For example, to describe a person suffering from a severe cold, when many copywriters write this scene, they usually use words such as tiredness, runny nose, dizziness, etc. to describe it. And if you replace it with "He was so tired that he didn't even have the strength to sneeze", the reading effect will be very good.

For the same reason, many people will use the word "urgent" to describe an emergency situation, but if you change it to "like a drowned elephant stepping on the washboard", it will not only be interesting, but also It may also make people feel that critical sense of urgency.

In the final analysis, the "interesting, thrilling, suspense, questions" and other forms of advertising copy will make people read, while the instruction-style and dogmatic text will make people disgusted.

Step 3: Let all the nonsense go to hell

Through the above two steps, the copywriting of the newspaper advertisement has taken shape, but it is still not enough. It needs to be streamlined and dead skinned. . As long as it feels like nonsense, remove everything. Remember to add some punctuation. The maximum length of a single sentence is no more than 13 words. Some people have made statistics: advertisements with a word count of 150-250 words are most suitable for reading habits. If they are less, they will express unclear meaning, and if they are more, they will be cumbersome and lengthy.

When the author was working for ZTE Mobile in 2001, it happened to be that ZTE launched the ZTE E329 mobile phone, which was the lightest and thinnest mobile phone on the market at that time. It weighed about 60 grams and was only 1 mm wide.

The newspaper advertising copy created by the author originally had 270 words, and was finally reduced to about 50 words. The final copy is as follows:

Fold the newspaper you are reading in half, Fold it in half again 6 times.

The weight, size and width of the newspaper after you fold it in half.

Almost the same as ZTE E329.

ZTE E329 is unreasonably thin and light.

Step 4: Read it aloud to colleagues or clients

When the entire copy comes out, even if you think it is perfect, don’t rush to hand it over. Read it aloud. Let others listen, so that not only can you find out the imperfections, but some of other people's suggestions can also make our copywriting even better.

Every time Bai Juyi writes a poem, he reads it to an old woman. Only if the old woman understands it can it be considered a good poem. The same is true for copywriting. Only by constantly listening to other people's opinions will you make progress. Even those who have been working as copywriters for more than 10 years are no exception.

The author worked on a women’s anti-wrinkle product in the early days. The copywriting part won an advertising award and the market response was quite good. I read it to my colleagues no less than 10 times and revised it far more than 20 times. The excerpt is as follows:

Wrinkle came to a woman and said to her arrogantly:

If you smile, I will climb up to the corners of your mouth without hesitation;

If you cry, I will crawl into the corners of your eyes without hesitation;

Even if you don’t cry or laugh, you have to think;

You will Thinking and I will climb on your forehead!

The woman thought for a while and said: "What if I use ICN's plant-based wrinkle removal cream!"

The wrinkles ran away after hearing this!

For a newspaper advertisement with the wrong strategy, no matter how creative the text and pictures are, it will be in vain. In the same way, the strategy is very subtle, but when executed, the text and pictures will not attract people to read, and it will be wasted. silver.

To create a newspaper advertisement for selling goods, advertising strategy, text and pictures are indispensable. If advertising strategy is a metaphor for the brain, then pictures and text are the left and right hands respectively. The left and right hands cooperate tacitly and are unified by the brain. command.

Use of layout in newspaper advertisements

1. It is necessary to study the size of the advertising space

The size of the newspaper advertisement is a reflection of the advertiser's strength and is directly related to the communication effect of the advertisement. Practice has proved that the larger the advertisement layout, the higher the reader's attention rate, and the better the advertising effect (of course not absolute). Therefore, the size of the advertisement layout is directly proportional to the advertising effect.

According to general convention, the layout of newspaper advertisements can be roughly divided into the following categories: cross-page, full page, half page, double column, single column, half column, bulletin, newspaper flower, etc. Which layout to choose for advertising depends on the company's economic strength, product life cycle and advertising situation. Generally speaking, for first-time advertisements, news-type and information-type advertisements should use a larger layout to attract readers' attention; subsequent advertisements, reminder-type and daily-type advertisements, can gradually reduce the layout to strengthen consumers' memory. Large formats should be used for holiday advertisements, while smaller formats should be used for ordinary advertisements.

2． To study the emission of advertising positions

The so-called study of advertising positions is to study which page of a newspaper advertisement is placed and which position has the best effect. Except for special page advertisements (full-page advertisements), which do not have position problems, other layout formats of advertisements all have position discharge problems. The same advertisement placed in different positions on the same page will have very different advertising effects. The reason is that the attention value of the advertising layout is different. It has been verified by scientific research that according to the movement patterns of readers' eyes, the attention value of newspaper layout is that the left side is higher than the right side, the top side is higher than the bottom side, and the middle side is higher than the top and bottom side. The center-seam advertisement is placed between the two pages and is less likely to attract readers' attention.

3． Pay attention to "situational coordination"

Each page of a newspaper has different content and reporting focus, such as the news page, economic page, legal page, cultural and education page, etc. Newspaper advertisements should be placed in the corresponding layout according to the content of the advertising products. For example, various corporate or product advertisements can be placed in the economic section; film, television, book, and audio-visual advertisements can be placed in the cultural and educational section. Advertisements for similar products should be arranged together to facilitate consumers' choice; small advertisements for various categories can be placed under the economic section.

Advertisements have different contents, layouts, attention values, and situations. The angles, methods, and means of writing advertising copy should be appropriately corresponding, and strive to make up for weaknesses.

Expression forms of newspaper advertisements

Characteristics of advertising copywriting in various layouts

1. Newspaper advertisements

2. Newspaper eyes Advertising

Since newspaper advertisements have a small space and cannot accommodate more pictures, advertising copywriting occupies a core position and plays a decisive role. Special attention should be paid to the following:

⑴ Select information content that is newsy, or give it newsiness in terms of creativity and expression methods.

⑵ The advertising title should be eye-catching, and it is best to use news, commitment or empirical title types.

⑶ The text of the advertisement can be written in news form and news writing style, and try to use rational appeal methods.

⑷The language of advertising copy should relatively reflect a rational, scientific, and rigorous style.

⑸Advertising copy should be short and concise, avoid using long copy, and use as little emotional appeal as possible. In particular, you should not use prose, story, poetry and other highly hypothetical art forms to avoid diluting the eye-catching position. own persuasiveness and credibility.

3. Semi-banner advertisements

Half-banner advertisements are generally divided into two categories: about 65mm times 120mm or about 100mm times 170mm. Since the layout of this type of advertisement is small, and many advertisements are arranged together and interfere with each other, the advertising effects are easy to weaken each other. Therefore, how to make the advertisement extraordinary, novel and unique, so that it can stand out from the many advertisements and jump into the reader's sight. Special attention should be paid to the following when writing advertising copy:

⑴ Create eye-catching advertising titles. The title should be short, the font size should be large, novel and unique, and impactful, so that it can grab the audience's attention at once.

⑵ Use short copy. The language should be highly condensed and concise, with a clear outline and key information highlighted. Strive to create a small page with multiple connotations.

(3) The writing of copywriting should pay attention to the organic combination with the layout of the picture. It is best to proceed with the production concept of arrangement first and arrangement first.

4. Single-passenger advertisements

There are two types of single-passenger advertisements, about 100mm times 350mm, or 650mm times 235mm. It is the most common layout in advertisements and conforms to people's normal vision, so the layout itself has a certain degree of persuasion. From the perspective of page area, a single column is twice as large as a half column. This change should also be reflected in the writing of advertising copy:

⑴Copywriting can be used as the core part of advertising, and the correspondence of copywriting Appeals can play a major role.

⑵ The advertising title can be produced in the form of a short title or a long title with a rational statement; however, in order to be in harmony with the layout of the screen, it is best to use a single title instead of a compound title.

⑶Copywriting can provide a more detailed introduction of advertising information and multi-faceted information delivery and information presentation. However, the number of text in the main text should not exceed 500 Chinese characters to avoid crowding the layout and affecting the layout effect.

⑷The structure of the copywriting can have full freedom of application. It can be freely expressed from one to five parts, and can reflect the most complete structural type of the copywriting.

5. Double banner advertisements

Double banner advertisements generally have two types: about 200mm times 350mm and about 130mm times 235mm. In terms of layout area, it is twice that of a single banner advertisement. This provides a larger space for advertising copywriting. All structural types, expression forms and language styles suitable for newspaper advertisements can be used here. Special attention should be paid to the following points when writing copywriting:

⑴ It can appeal to the three-dimensional information and comprehensive information of the advertising subject.

⑵Advertising titles can be in multi-sentence form and compound form.

⑶ You can use more argumentative copywriting expressions and use some subtitles to achieve the purpose of inducing the audience to read.

⑷Layout can be placed in a secondary position, and the important task of persuasion and induction is basically completed by advertising copy.

⑸ If the advertising product is in the mature stage, when using perceptual appeals, more attention should be paid to the brand expression and consistent concept expression of the advertising subject.

6. Half-page advertisement

Half-page advertisement is generally about 250mm times 350mm and 170mm times 235mm. Half-page, full-page and cross-page advertisements are all called large-page advertisements. It is a reflection of the advertiser's strong economic strength.

It provides a broad space for expression in the writing of advertising copy. Therefore, special attention should be paid to the writing of half-page advertising copy:

⑴Use the aesthetic principle of "big sound, thin sound, invisible elephant" expressed in the picture, and strive to broaden the visual effect of the picture. "Use white to calculate black, use virtuality to show reality", making full use of the audience's imagination.

⑵Copywriting can use both emotional appeals and rational appeals. Various expression forms and methods suitable for newspaper advertisements can be used to assist the picture, create momentum, set off the atmosphere, and enhance the visual impact.

⑶ Use big titles, less text, and key attachments, cut out the complex and simplify, and highlight the positioning to reflect the momentum and formal appeal of the main brand image.

7. Full-page advertisements

Full-page advertisements can generally be divided into two types: 500mm times 350mm and 340mm times 235mm. It is the largest single-page advertisement in my country, giving people a broad vision and a sense of grandeur. How to effectively utilize the full-page advertising space and create the most ideal advertising effect is an important task in advertising copywriting.

Currently, we generally use full-page advertisements in three ways:

⑴ With text but no pictures, or with occasional illustrations, they basically appear in the form of copywriting. Use introductory style to give a more detailed and comprehensive introduction to the product series or company.

⑵ Mainly use pictures, supplemented by text. Use creative and bold large pictures, large text and few words to make emotional appeals. Here, the finishing touch of the advertising copy and the coordination between the copy and the picture style are key elements worthy of attention.

⑶ Use the news and authority of newspapers and use reportage to enhance the image of the company.

Practice has proven that the second usage has the best effect. As a result, this type of full-page advertising is becoming more and more common.

8. Cross-page advertising

That is, an advertising work is published on two or more newspaper pages. Generally, there are several forms such as full-page cross-board, half-page cross-board, 1/4 cross-page, etc. Cross-page advertising can well reflect the company's grandeur, solid foundation and economic strength, and is favored by large companies.