Advertising masters teach you how to write copy with strong sales power

Everyone who is engaged in the advertising industry knows that copywriting plays a top priority in advertising. It can be said that the quality of the copywriting directly determines the quality of the marketing effect. There are countless copywriting practitioners, but there are only a handful of good copywriters. Some people think that copywriting mainly depends on talent. Some people are born with a bright mind and writing skills, and can write good copy effortlessly, while some people can't even come up with a few good words after thinking hard for a long time.

Judith Charles, a famous American advertising person, said: "The copywriter is the salesperson sitting behind the keyboard." In short, the task of the copywriter is to sell, not to create. Copywriting that can sell products is excellent copywriting. This also shows that copywriting is traceable and can be improved through study and practice. Here, I would like to recommend a copywriting guide book - Robert Bly's "The Complete Handbook of Copywriting". If you are a copywriting practitioner or enthusiast, this book will be of great help to you.

Robert Bly is a legendary copywriter well-known in the American advertising industry. He has worked with world-renowned companies such as IBM, Forbes, and Lucent Technologies. Named "America's Top Copywriter", his writing skills were praised by advertising man David Ogilvy.

In the book "The Complete Manual of Copywriting Creation", Robert combines his many years of practical experience to explain how to write attractive titles, how to communicate with readers, and how to let readers understand your advertisements. It also gives detailed explanations on how to seize the unique selling points of products, telling you how to write advertising copy with strong sales power.

What is a good and attractive title? John Capus, a master of mail order copywriting, said: "The best headlines can take care of consumers' own interests or provide new information." For example, Kraft Food's advertising headline "How to save money and eat good food" directly hits the target. It captures the heart of a housewife concerned about family nutrition and budget.

To write a good title, you must always keep in mind the four major functions of the title:

Attract attention:

There are two ways to attract attention, one is You can gain the attention of your readers by providing them with benefits or benefits. For example, the slogan of Crest toothpaste - "Help children defeat tooth decay", and another example is "Buy two pairs of new leather shoes and get one pair free". Another way to provide readers with new information is to use words like "new," "discovery," "coming out," "latest launch," etc. in the title.

Audience screening:

Each product has its own specific audience, and the ad title must be targeted. Ads that can filter out the correct and effective audience are truly effective ads. For example, an insurance policy for the elderly could read: "Reasonable premium life insurance designed for men and women over 65 years old."

Convey the complete message:

David O Gewei believes that 80% of readers only read the title of the advertisement and do not read the content. In this case, it is best to include complete information in the ad title so that you can sell to readers who only see the title. If you want to be safer, you might as well add the brand name to the title. Colgate toothpaste's advertisement is a good example, "Early detection, Colgate can save tooth decay."

Guide readers to read the text:

Some categories of products can only be saved through Pictures and excellent titles can attract consumers and let them know product or event information. However, some products, such as cars, financial management, insurance, etc., require more information to be effective in promoting the product. Therefore, the title must have another role - to guide readers to read the content.

To do this, pique the reader's curiosity in the title, perhaps by raising a question or a controversial topic. For example, “What advantages do Japanese managers have that American managers don’t have?” “You can enjoy the effects of cosmetic surgery for only $5.

"Isn't it a good way to arouse readers' interest to read the following?

"The Complete Manual of Copywriting Creation" also lists eight basic types of titles:

Blunt titles

Suggestive titles

News-based titles

"How to" titles

Questioning titles

Imperative titles

Goal-oriented headlines

Witness-type headlines

"Understandable" is the most basic principle of advertising. Only when one understands can it be possible to promote However, we sometimes see such advertisements with gorgeous words and abstract images, but they feel illogical and incomprehensible. If you want readers to understand them, you must pay attention to logic. "The Complete Handbook of Copywriting Creation" believes that if you want to write clear and logical copy, you can follow the following tips:

Readers first

Chuck Coster, an expert in the field of business writing Say: “Imagine your readers from now on, and it doesn’t matter if you don’t know them. You can think of your reader as someone you know and write to them. "To do this, you can use the "you-oriented" technique, that is, use the title "you" directly in the copy.

Put forward your selling points in sequence

How you place your sales points in your copy depends on several factors, including their importance, the amount of information you need to give the reader, and the type of copy you’re writing. Before you start writing your copy, it’s a good idea to make a list of your sales points. Arrange it in a logical, persuasive, and clear way and present it in the copy.

Break the entire copy into several short paragraphs and use short sentences.

Too long paragraphs and dense text will put readers off, so if your advertisement can be divided into several selling points, you might as well divide them into paragraphs and streamline each paragraph.

In addition, try to break long sentences into two or three fragments, or use punctuation to divide the sentences into several parts. Alternating long and short sentences will make the copy more interesting and rhythmic.

Use simple words and avoid using them. Terminology

Difficult words or overly technical terminology often make readers unhappy or distracting. The task of advertising copywriting is to "communicate rather than impress". If readers cannot understand it, the communication effect will naturally be reduced. Poor, so you should avoid flashy uncommon words or esoteric terminology. Simple copywriting can also have heavy weight. If you don’t believe it, look at this sentence from Shakespeare - "To live or to die?" ”

Be clear and specific

Products are promoted through advertising, so the more specific the information contained in the copy, the better, and avoid overly general statements.

British Literature Samuel Johnson once said: “Promises, especially major promises, are the soul of advertising. "In advertising, how can you make a promise that is enough to convince consumers to invest in your product? One way is to develop a set of USP, that is, "unique selling point". This concept is the basis of "Effective Advertising" Proposed by author Russell Levis. According to his theory, a USP must meet three conditions:

Every advertisement must provide a selling point for consumers.

Each selling point. It must be something that competitors do not have or cannot provide.

The selling point of the product must be attractive.

When a product really has this unique feature, it must be unique. Features can bring huge benefits to consumers. This is the easiest situation to create a unique selling point. However, this kind of exclusive selling point is rare. More often, your product is not much different from your competitors' products. There are four ways to effectively write down its selling points at this time:

1. Emphasize the benefits of the product that most people don’t know about.

There was a time when A copywriter visited a brewery and discovered that beer cans are rinsed and sterilized in steam distilled water. In fact, all beer brands use this method, but no other brand emphasized this, so the writer wrote about this. After promoting the copywriting, the unique selling point of this winery’s products was born.

So, in your directionless hands, you might as well research the features and functions of your product, and then look at your competitors’ ads. The features they missed may become your product’s unique selling point.

2. Present product efficacy in a dramatic way

Sometimes a selling point seems ordinary, but a different presentation method will make it feel special. There was once an advertisement for a radio walkie-talkie that did this: two men stood at opposite ends of the Grand Canyon and used a walkie-talkie to communicate. As we all know, most radio walkie-talkies can make calls within this distance, but this unique and dramatic presentation will undoubtedly attract the attention of consumers.

3. Design unique product names or packaging

Let the product name or outer packaging have distinctive features and become a household name, allowing consumers to choose from the dazzling array of shelves The probability of your product is higher. However, building awareness is expensive and requires clients to have sufficient marketing budgets.

4. Establish long-term brand personality

Many well-known brands will use advertising to create a "personality" for the brand. For example, Marlboro cigarettes launched thousands of ads that turned Marlboro into a "manly" cigarette.

Advertising copywriting is a seemingly simple but profound knowledge. If you want to write a copy with powerful marketing effects, you need to constantly learn and practice. "The Complete Manual of Copywriting Creation" starts with copywriting creation. Provides guidance for copywriters in many aspects. Following the step-by-step guidance of this "master", you will definitely continue to improve your copywriting and write "super easy-to-sell" copywriting.

Text/Bingyan