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How to write earphone copy

Edit the manuscript of Jintang

"Writing a copy is just like making headphones, so mysterious." This is what a friend of mine who works in operation said. Is that really the case?

Copywriting seems simple, but it is actually very difficult. It is well written and can even affect the sales of products. If it is not well written, the brand will make people uninterested. It depends on public comments to measure its quality.

If the copywriting depends entirely on words, the talents in the class would have been in chinese odyssey long ago, then where did the fruit stall legend "sweeter than first love" that swept the country come from? If you rely on savvy, the Shaolin Temple masters would have come out to play long ago. It is better to open a "copywriting door" as a sideline, eating vegetarian food and chanting Buddha all day; If you rely on experience, those publishers and shops that make banners should set up their own doors and become popular all over the world.

But this is not the case, so what does a good copy depend on?

Xiao Bai, who just entered the business, is inevitably confused. Besides reading more cases of advertising door, Durex or Blue Label Ogilvy 4A advertising company, trying to read, write and consult her senior teacher, what other shortcuts and methods are there? How to acquire copy Dafa?

1, integrated into life

We often marvel at street slogans, such as "Men's Gas Station, Women's Beauty Salon" painted in Wuhuaji Store, "If your car can swim, please don't brake and go straight", and Yi Labao at the entrance of the cosmetics store "Take care of spots before you get acne", and so on, all of which are closely related to life. Therefore, if you want the living to cause a curse, you must first understand life.

2. Pay close attention to hot spots

I mentioned in my article how to build a content marketing nuclear weapon:

Chasing hot spots is still one of the most effective product operation methods at present.

Sensitivity to hot spots may be the source of inspiration for the day's copy. For example, Nirvana in Fire, which has been very chaotic recently, can also be used. For example, the advertisement for selling combs, homophonic plum is written as "beauty, often comb." Here is an Amway website, which is very helpful for writing homophonic copy. Its name is also very interesting, called "Give the copywriter a little inspiration".

Be creative and be careful.

Many people say, since you say street slogans are so awesome, should I write them down and imitate them? Wait a minute. Although it is a good method, it is not clever.

I feel subtle after reading the strange sentence, but it may just be self-entertainment in the copy. Consumers just laugh it off and may not really buy it. Just like the above saying "sweeter than first love", at first glance, we will find this advertisement very creative. "First love" is like a precious bottle of wine, which is filled with honey, sweeter than first love and absolutely not sour. But when we think it is creative, in fact, it is not intentional.

The ultimate orientation of copywriting is sales, and the key to a good copywriting is whether it can impress consumers and promote purchases. So we should do consumer research, and then do it according to the results. For example, if you buy grapefruit in the vegetable market, what you care most about is the price of grapefruit, not the first love.

4. The length of the copy is different.

Articles 1, 2 and 3 above all talk about how to create a copy, and the fourth article talks about how to write it. There are many kinds of copywriting, and the classification methods are different. Product description copy, project slogan, brand copy, public relations copy, and so on. Simply put, it can be divided into two types: bulls and bears.

Short, such as poster copy, Weibo copy, etc. , are much longer, such as WeChat copywriting, product description, packaging box copywriting, webpage product description and so on. Generally speaking, a short essay is only a few words or sentences, which is a summary and condensation of the whole content. It looks easy, but it's actually not simple. Short, concise and eye-catching, which is the requirement of short stories.

For example, OPPO mobile phone, in order to promote its fast charging function, takes "charging for 5 minutes and talking for 2 hours" as the propaganda copy, which well converts the data into real scenes and is also the easiest for consumers to perceive. Another example is those copywriting sentences that can trigger UCG, such as "too beautiful but not powerful" written by hammer mobile phone. This is a copy that allows the general public to participate in sentence making, so as to build a brand. A copy that can cause * * * is definitely not a bad copy.

Long copy is not only a creative effort, but also a good style of writing. Moreover, the first task is to explain the characteristics of the product clearly and speak people's words, rather than forcing people to write some incomprehensible sentences.

Generally speaking, regardless of the length of the copy, if you want to write well, you should have a rational insight into the demands of consumers, think about what to say and what not to say while conforming to the brand and product positioning, feel the psychology of consumers delicately, and write a well-informed, quality and thoughtful copy, which is worthy of scrutiny.

5. Be smart and keep it in your heart

If the copy is regarded as a sword, then the sword should not be too sharp and should be hidden in your heart. The beauty of the copy is not spoken by the readers themselves, but discovered by the readers themselves. Only when you see something extraordinary at first will you think about it.

In The Pretender, Ming Tai is smart and arrogant, has his own ideas, is unrestrained, and doesn't want to get involved in the war because of things beyond his control. On the contrary, his eldest brother Ming Lou is very calm, with a gap in his heart and doesn't talk to outsiders. He learned the secret afterwards.

As a good copywriter, it should be the Ming building, not the Ming platform. Consumers prefer to explore by themselves rather than discover. Make an accurate insight and perception of the copy, and then hide the finishing touch, leaving room for readers to feel until they smile after guessing.

6, starting from the product but not rigidly adhere to the product

When doing product-related copywriting, it is essential to list the main selling points of the product. Take Meizu's Charm Blue metal as an example:

(1) First of all, the price of this mobile phone is 1099 yuan, which belongs to the thousand yuan machine, so how competitive is it compared with machines with similar prices on the market?

All-metal colorful fuselage

2.5D curved glass

Fingerprint identification

PDAF phase focusing

Price+selling point, with cost performance, what else can be done to add value to it? I think we should start from the production scene of this product and convey values to users.

It vividly shows how a piece of aluminum has evolved into a delicate and fresh shell.

In fact, the logic behind it is simple:

Crystal metal material is awesome.

Die casting +CNC, awesome

Color painting is awesome.

The factory is great.

To sum up, Charm Blue metal is not only cost-effective, but also awesome.

In fact, it is not uncommon to "add value to copywriting". Canon camera also shot a very interesting TVC. We don't directly talk about the configuration parameters of the camera, but describe all kinds of "stupid things" that some photographers do to take pictures, and express life scenes with parameters.

There are some other ideas to think about. The road to copywriting is long, Xiu Yuan Xi. The marketing copy of wireless Bluetooth headset generally has two forms: hard and soft.

My husband is not at home on business, and my father-in-law wants me to accompany him to do such a thing. ..

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1. Hard and wide copy writing should highlight the characteristics of the product, that is, the selling point of the product, and whether the product has a call function. What material is the earphone? How is the waterproof performance? Is it binaural? Is it closed? What is the transmission radius? What is the connection mode of the left and right cavities of headphones? What is the connection method between headphones and playback equipment? What version is the Bluetooth chip? How long can it last? Do you support one against two? Is there a button? How long does it take to charge? What is the delay rate? Is it possible to reduce the noise during the call? Is it windproof Do you support voice wake-up? For original soft articles, please contact Shark Media.

2. Software writing of wireless Bluetooth headset. To create attractive wireless Bluetooth headset soft text, we can start with daily use scenarios. Bluetooth headset of mobile phone can make driving safer, and many car owners find it inconvenient to answer the phone while driving: one hand holds the steering wheel and the other hand holds the phone, which affects safety.

The above are the tips of wireless Bluetooth headset copywriting and soft text.