The secrets of those super classic copywriters!

As a copywriter, everyone wants to write a good copy. The boss likes it, the users applaud it, and the market effect is extraordinary.

First of all, let's take a look at several widely circulated and super classic advertising copy.

1, David Ogilvy x? Luxury cars produced by Rolls-Royce in the UK.

This is a copy written by Ogilvy & Mather founder David Ogilvy for Rolls-Royce, which can be said to be one of his most famous works.

Title of advertising copy:

The loudest noise of this new Rolls-Royce car comes from its electronic clock at 60 miles per hour.

In a short sentence, the product facts are vividly displayed.

Look at this text again. It's not all hype. It's all data and facts Easy to understand, but full of trust.

Why is Rolls-Royce the best car in the world? "In fact, there is really no secret-that is, I am not tired of paying attention to details." A famous engineer of Rolls-Royce introduced.

1. "At 60 mph, the loudest noise in this latest Rolls-Royce comes from the electronic clock." The technical editor of the automobile magazine reported that. Audio is regulated by three silencers-eliminating noise.

Every engine of Rolls-Royce must run at full speed for 7 hours before installation, and every car has been tested for hundreds of miles on different roads.

Rolls-Royce is designed for car owners, which is 18 inch shorter than the largest family car.

4. Electric steering wheel, electric brake, automatic gear shifting and starting and stopping are very convenient, and professional drivers are not needed.

5. Each assembled car was sent to the final inspection station, and received 98 detailed inspections for one week, including the engineer listening to the sound of the axle with a stethoscope.

Rolls-Royce promises a three-year warranty. With the improvement of the national network of dealers and spare parts stations, the service will get better and better.

......

12.3 independent motor braking system: two hydraulic systems, one mechanical system and three systems do not affect each other, which is not only safe, but also flexible-the top speed is 85 miles per hour when running easily, and the limit speed is 100 miles per hour.

13. Bentley is also produced by Rolls-Royce. Except for the radiator, it is the same motor vehicle as this car, which was manufactured by the same engineers according to the same process. Bentley's radiator is slightly simpler than this car, so it's 300 dollars cheaper. If you are not sure about this car, you can choose Bentley.

2. Nike Kobe Bryant's comeback copy

This is Nike's previous advertisement for Kobe Bryant's comeback. Nike used many well-known specific scenes and facts to shape the details, which not only paid tribute to Kobe, but also showed the fighting spirit of Nike brand.

He doesn't have to fight for another championship ring.

He doesn't need to break 30,000 records and put everything together.

He doesn't have to score more than 40 points in nine consecutive games.

He doesn't have to be the best scorer in the All-Star Game.

A victory doesn't have to be 8 1 point.

He doesn't have to set the youngest record again and again.

He doesn't have to shoulder the expectations of the whole of Los Angeles.

The achilles tendon was crushed.

There is no need for him to stand up at the moment he falls to the ground.

He doesn't need to stand on the free throw line to score.

You don't have to throw the second ball.

He doesn't even have to go back to the game.

Even though Kobe has nothing to prove to the world.

He is sure to make a comeback.

There is no extra rendering in the text. It highlights Kobe's spirit through consecutive 10 songs, each sentence is Kobe's own, and finally tells everyone that "he will definitely make a comeback", which makes people excited.

3, Beijing Ogilvy & Mather X Great Wall dry red

Let's look at a classic advertising copy of the Great Wall.

Title of advertising copy:

? It takes ten years to travel three millimeters.

Copywriting creates interest through personification, transforming the complicated and obvious matter of grape wine-making into the growth experience of a grape. It doesn't directly say how good my wine is, but you can feel its quality.

Look at the text of the copy, stick to the title, don't emphasize how good the grapes are, but restore the whole process of a grape from birth to brewing bit by bit, with solid details and full sincerity.

Three millimeters, the distance from the outside to the inside of the bottle wall. ?

Not every grape,

Qualified to embark on this three-millimeter journey. ?

It must be a noble in the Portuguese garden; ?

Gravel land occupying only a few square kilometers; ?

The direction of the slope seems to have been carefully measured.

Just in time for the distant monsoon. ?

When it was a child, it did not encounter a cold rain in first frost; ?

Abundant adolescence, meeting the best sun in more than ten years; ?

Near maturity, there is no rain to dilute its long-simmering sugar; ?

Even tits have never been interested in it. ?

An old worker who has been picking grapes for 35 years?

Wait patiently until the sugar powder and acidity are completely balanced?

Just take it off; ?

The most respected winemaker in the winery?

Every link should be carefully controlled by hand. ?

Now, all the auras are isolated. ?

In a dark, damp cellar?

Grapes must complete the last three millimeters of propulsion. ?

Heaven is not out of reach, just ten years later.

4. bernbach X beetle

For every copy, you must have seen the classic advertising copy of the Beatles. These advertisements not only made bernbach, the master of the Advertising Art School, but also made the Beatles dynasty.

Among them, "think small" should be the most famous advertisement of the Beatles. Under the background of the popularity of large cars in the United States at that time, it found a new way to guide consumers to "think that small is good", changed the car concept of countless Americans, and made the Beetle a popular trend in the United States.

Our car is not unconventional.

Many college guys are too lazy to bow to it;

The guy at the gas station won't ask where its fuel tank is;

No one pays attention to it, not even a look at it.

In fact, no one who has driven it thinks so.

Because it has low fuel consumption and does not need antifreeze,

A set of tires can run 40000 miles.

That's why you can't put it down as soon as you use our products.

When you squeeze into a small parking lot,

When you change your small insurance premium,

When you pay a small repair fee,

Or when you trade an old Volkswagen for a new one,

Please think about the small benefits.

Bernbach can always play according to some basic points of Beatles products and real life scenes. When describing the product, there is no exaggeration, and every word falls on the product, which makes people feel cordial and convincing.

So how are these classic advertising copywriting done?

After reading these classic advertising copybooks, we might as well think about what these advertising copybooks have done. What impressed you most after reading it?

What I see is not gorgeous rhetoric, rhetorical skills, clever copywriting techniques, nor is it flattering and mindless indoctrination.

I see more:

Return to common sense! Stick to the details! Describe the facts!

Ogilvy's advertisements for Rolls-Royce are all descriptions of product facts. Nike's description of Kobe Bryant is not flattering, only the truth; Great Wall dry red wine can't be written by people who really know the details of brewing; Bernbach's copy for the Beatles tells you the most arrogant side of the product in the lowest-key language.

You will find that such a copy, you will subconsciously and unconditionally believe that you can always empathize with those scenes, nod frequently, and always feel that the picture is full, not abstract and vague.

In my opinion, sometimes copywriting is common sense of life, real scenes and the facts behind products, not unfathomable.

First of all, you should know common sense, and then you should turn the intangible things/complex concepts in people's eyes into common sense.

We always say that most of the current copywriting is seriously homogenized, and everyone's copywriting is similar. Same selling point, same story, same technique. ......

And the more common sense you know tends to be detailed and return to life, the more you can make your copy different.

The power to move people's hearts lies in the details, and things that can directly hit people's hearts are often the most common, detailed, essential and easily overlooked common sense things in life, whether emotionally or behind products.

Finally, let's take a look at the copy of Alipay's 10th anniversary bill diary. This promo was launched on a large scale in August of 20 14. I really only read it once, but I was impressed, warm, true and moved.

In 2004, I graduated and started over. Alipay's biggest expense is professional clothes, and now it looks really pretentious.

In 2006, three blind dates failed and three Alipay refunds were successful. Gradually understand that love, like alcohol, needs practice.

In 2009 12% of the expenditure was movie tickets, both with two serial numbers. Collect utilities throughout the year.

In 20 12, I saw 26 bills paid by mobile phones, only to know that I forgot my wallet 26 times and ordered 26 late-night overtime meals.

20 13 scored 23 points in math, and finally learned how to manage money. Thank you, Yu 'ebao.

On April 29th, 20 14, he received an emotional transfer, which was the first month's living expenses he paid.

Every bill is your diary. In ten years, the bills of 300 million people are clear, and the beautiful changes are not clear.

Not to mention that the scenes and characters in this advertisement are particularly good, only that the copy is a strategic expression and has great insight into the most common details of the audience's life. The idea of copywriting is very clear, and it is deeply rooted in people's hearts from some fragments of life.

The copy is talking about others throughout, but with the blessing of details, it obviously feels like talking about yourself.

(Now I find out that the person inside is Li Xian.)

In the book "Copying Books and Copying the Bible", there is a saying:

"Advertising can't work miracles for a product that people don't need or want to own.

However, a skilled advertiser can show the neglected features of a product and arouse people's desire to own it. "

Dedicated to every copywriter!