How to make copywriting so that "children" can understand it?

"Outstanding poets, famous painters, outstanding workers, everyone will be attacked, but everyone will eventually have honor. No matter how noisy the opposition is, good or great, there will always be It will be passed down to the world, and what should exist will always exist."

This is the classic copywriting of the car brand Cadillac 100 years ago. The writing style is calm, graceful and full of emotions, which perfectly interprets Cadillac's brand connotation of "dare to be the first in the world". Even today, 100 years later, it is still as classic as ever, but it is more suitable for the world 100 years ago.

Today's Cadillac, the copy reads: "Before the future, Cadillac's new luxury sedan XTS is innovatively launched; I am Cadillac, do you have any questions?".

This change is not a simple change in the length of the copy, but the way of communication becomes more streamlined and simpler. It can also be seen from the wording that in the previous classic copywriting, a large number of adjectives were used to exaggerate emotions; while later copywriting paid more attention to the "dominance" of words such as verbs and nouns to explain themselves.

No matter what media is used to communicate product information, no matter what form is used to convey product information, the most basic carrier of copywriting is text. Of course, there are also so-called "wordless copywriting". For example, Marlboro cigarettes do not have words and rely only on pictures to convey the brand spirit. But in the end, in addition to pictures, there are also words that are implanted in consumers' minds: rough, Manly, Western, Cowboy….

People must understand things and express ideas through language and writing. Regarding how to use words, copywriting masters in the past have summarized many methods. One of the most interesting methods is the KISS formula keep it simple, stupid.

It means that the advertising language should be so that even a fool can understand it. It not only means that the words should be easy to understand, but the more important point is: don’t use empty words or big words. Because empty words mean that people can understand every word you use, but they can't understand what you want to convey.

Many people are used to writing copy like this: "Dedicated to the leaders of the era who are making history; it means nobility, beauty and permanence to you; a century of hard work and dedication to the public; we pay attention to everything." What is the problem with such copywriting? If you mark the name of the product or company after each piece of copywriting, you will find that there can be many labels, and almost every brand can "match up" with one of these copywritings.

When 10 brands all advertise themselves as noble and try to convey this nobility, consumers will believe it. When you use a piece of copywriting that competitors can copy as a promotional method, in addition to reducing brand recognition, Besides, what’s the point?

Before blindly pursuing the exquisiteness, beauty and sensationalism of the copywriting language, you should think more about the nature of the product and the “applicability” of the copywriting style. There is no strict distinction between good copywriting and bad copywriting. It does not mean that copywriting is good if it is not sensational, and it does not mean that copywriting is bad if it is written in a "bright and snowy" way.

No matter what the style is, as long as a copy can make it so that one word too many is too much and one word too few is too few, it is not "one size fits all", then it is a good copy. Only "applicable" copywriting that is closely related to your own products can make people truly understand it, thereby generating sales power.

According to FCB coordinates, consumers have two modes when purchasing products: consideration is the main one, that is, high cognitive mode; feeling is the main one, that is, low cognitive mode. Therefore, the copywriter can also start from these two aspects to establish the "applicability" between itself and the product, so as to make the communication of information easier for people to understand.

It’s just that most of the time, consumers are in a “low cognitive mode” and buy products based on their feelings. After a while, they spend too much effort to actively understand. At this time, copywriting can be used; rational techniques will Consumers are brought into "high cognitive mode".

The basic ideas used when writing "high-cognition" copy are as follows:

1. Clearly convey information.

2. Use the information itself and logical persuasion to enhance the understanding of the target.

3. Guide the subject to analyze and judge.

The new advertising law is here, how to be reliable, exaggerated, moderate and credible

In the past, we often saw various advertisements that advertised their products as "top" and "best" "Irreplaceable" copywriting. Of course, in the new advertising law that has been introduced, similar "superlative" absolute copywriting methods have been strictly prohibited.

But even if you don't use words like "most" and "top", merchants will still exaggerate the goodness of their products in their copywriting in order to sell their products, but they just use a different way of expression.

In a society where products and advertising are excessive, consumers have long been trained to be skeptics: it has become common knowledge that advertising cannot be trusted. Credibility is therefore a constant challenge for advertising.

What is a more credible way for copywriters? From the above examples, we will find that copywriters that are more likely to create a sense of trust are, simply put, "speaking in human terms" ” copywriting. Statements such as "top-notch" and "first-of-its-kind" are typical "self-promotion". If they are too exaggerated, they are false. As an audience, you won't believe a "self-pleasure" statement. The copywriting that "speaks human words" is more reliable and knows how to express appropriately.