How to write a copy with clear logic?

I think the first thing to know is what the purpose of writing a copy is. Secondly, why does the copy need to be logically clear?

Specifically, writing a copy has two purposes:

1, causing spread: after reading it, users are willing to share it for various purposes, so that more people can see it and achieve the purpose of exposure and drainage.

2. Production transformation: under the guidance of copywriting, users will have a strong motivation and desire to consume something and achieve the purpose of transformation. It can be said that every copy has a clear purpose, and clear logic is the basis for the effective promotion and transformation of copy. I understand the importance of logic for copywriting, and we are studying how to write a copy with clear logic. I think the key lies in "structure". Here are some common and practical copywriting structure templates.

1, pain point pain point copy structure template:

Above: point out the problems of consumers before using the product, stimulate and arouse the pain points of users (give chicken soup);

Below: What needs are met after using the product, and the pain points of users are met (spoon), such as "going to the movies, you have to watch 3D movies; You have to experience the shock of VR when playing games; Listening to music, why do you still stay in the 2D era? "

2. The tried-and-true progressive structure template: attract attention-stimulate interest-arouse desire-promote action. This is also my favorite structure. Whether it's Weibo or WeChat friends circle, it's easy to use. I think the most important thing is that you should know that the essence of advertising copy is something that no one reads, so you should attract people to read it first.

3. Never tire of pyramid story structure: use the story method to bring users into a certain situation (S: background), then create some key contradictions (C: contradictions) around this situation, arouse users' curiosity (Q: questions), then put forward key questions based on these contradictions, and finally push the solutions to the problems to users (A: answers). To sum up, it is the S-C-Q-A structure. You really can't use a good guide.

4. The list template is clear at a glance: its logic is to list all the problems that users may face and think before a transformation behavior, and then answer and convince users one by one. The advantage is that there is a user's perspective, the point of view is clear, the user can see at a glance, and the reading cost is introduced. Like this article.

Finally, what needs to be said is that there is still a long way to go in writing, and there is still a lot to learn. The answer is also tangled. Let's cheer together.

Answer: No, marketing knowledge learners invite you to pay attention to the official account of WeChat to market flights.