When two categories are the same, and one of them is famous, how to plan the copy?

This problem is often encountered by many copywriters. Over the years, I have instructed students, including myself, to do a lot of product copy planning and writing. I also like this work very much. Now I'm going to talk about how to plan a copy with several cases of my own actual operation, hoping to help you.

In fact, I think the main function of copywriting planning is to refine the selling point of products. Even the same product can be found in different businesses. Of course, this requires mastering some basic principles and methods of copywriting planning.

Basic principles of copywriting planning:

1, copywriting is not an advertisement, it is more objective than an advertisement;

2. Copywriting is not a product manual, it is more vivid than the product manual;

In short, there can't be fake, big and empty advertising words in the copy, and you can't speak without a sense of picture unless you are one of the world's top 500 brands.

Two aspects of copywriting planning

1, you can write a copy from the product's own attributes;

Product attributes include raw materials (materials), production technology, production environment, origin and so on.

For example, I made a gastrodia elata. Gastrodia elata is produced in a local mountain called Wujiashou Mountain, not far from the urban area. It takes an hour to drive, but the mountain is high, the slope is steep and the road is narrow. Usually people there grow some gastrodia elata and other medicinal materials, but because of inconvenient transportation and underdeveloped information, they can only use motorcycles to support them down the mountain to sell them, and the price is not counted. I learned from the common people that their gastrodia elata was actually planted at an altitude of 1700 meters, and it was in the virgin forest. Actually, cars can't get there. It takes more than 65,438+0 hours to walk from where we parked. According to Baidu Encyclopedia, the virgin forest coverage rate of Wujiashan is 40%, covering more than 20,000 mu. The variety they planted is black gastrodia elata, which has high value and is also suitable for the growth of black gastrodia elata. Wild black gastrodia elata could have been collected in the mountains.

Therefore, my copywriting focuses on the origin attribute of "virgin forest" and later processed into gastrodia elata powder. Copywriting still focuses on this attribute, and sales are much higher than before, and some people buy it as a gift.

Although there are many online sellers of gastrodia elata and gastrodia elata powder, the price is also cheap, but through the nature of the virgin forest, they can be separated immediately.

There are also many day lilies on Taobao. Last year, I helped a village here make a replica of the day lily. Similarly, in order to be different, the copywriting also focuses on high altitude and directly writes the product name on the day lily.

2. Write a copy from the source of the product

Maybe you will find gastrodia elata and daylily products very special and easy to write. Then we are looking at a very common product, earth eggs.

Most of the copywriting is about soil. How to feed the soil? I have changed a way to describe it from the perspective of finding earth eggs, as shown below:

As soon as the egg copy is written, users will see that we are the best eggs in the city within one year!

3. Plan the copy from the service of the product;

Whether it is a product of the same category or the same product mentioned in the title, you can write a copy from the service, such as product packaging service, logistics service and after-sales service. Users who want to buy fresh products are mainly concerned about how to ensure the packaging and logistics of fresh products are fast; As for after-sales service, we know that everyone can do something different, which makes it easier to plan.

In addition, copywriting planning can also be written from the aspects of product price and user experience; I won't give examples here.

If you are interested, let's communicate together; Of course, you can also tell me whether you agree with these points.