How to carry out "story packaging" in soft-text marketing copywriting for catering brands

To put it simply, story-type copywriting means that the copywriting should have a strong readability and sense of substitution, and be able to bring the audience into a specific scene at the first time, and thus spontaneously start to recall past events or events. Picture imagination. Everyone likes to listen to stories, and copywriting with storytelling can often quickly attract the audience's attention, empower the brand through the audience's self-imagination, and enhance the brand's influence and reputation among the public. We all know the benefits and importance of storytelling in copywriting, so I won’t go into details here. Today, let’s talk about the “story packaging” of copywriting. 1. Interesting storytelling is not a difficult task for many people who have a lot of drama. However, telling a very interesting story may be a big challenge for many people. If story-type copywriting wants to be attractive, it must contain some interesting things. These interesting elements are not just humorous and provocative, there must be something thought-provoking in it, and it is best to be thought-provoking. 2. Creating a visual sense in copywriting does not mean that you have to dig out the product characteristics from the product, but that you have to work hard on the detailed description. For example, to describe the typhoons in Fujian in recent days, there are two copywriting expressions: 1. There is a typhoon, what a big typhoon! 2. There is a typhoon, and the water is rolling on the road. Many big trees have been blown down and are undulating in the water. Obviously, the second type of copywriting expression is more graphic. If the copywriting story does not create a sense of picture, it will be difficult to form a specific picture in the audience's mind, let alone generate emotional fluctuations. In terms of creating a visual sense of copywriting, Red Star Erguotou is obviously a veteran among them. Through the detailed description of the copy, the audience can be easily guided into a specific imaginary scene. Let the audience enter the picture, and then perfectly display the passionate and powerful characteristics of your product, thereby deepening the brand impression and promoting the audience to purchase. 3. Sense of immersion When it comes to the sense of immersion, many brands clearly understand this. During the World Cup, in addition to sponsoring the title of the World Cup, many brands will also recruit some teams or stars as endorsements, using their strong influence on fans to well involve fans. For example, a male boy may feel it more deeply. When we read martial arts fantasy novels or play online games, we often inadvertently imagine ourselves as the protagonists in the story. As the plot develops and is described, our emotions will rise unconsciously. fluctuation. 4. Penetrating power When writing copywriting, you need to consider the difficulty of dissemination and understanding, so usually only the most elite parts are retained. Without eliteness, there will be a lack of penetrating power. A good copywriting story should be deeply focused, focused on a certain point, and then penetrate into the audience's heart like a needle, mobilizing the audience's emotions, thus generating an emotional resonance. But the truth is more penetrating: "I just graduated and moved to Beijing with only 500 yuan. When I first came to Beijing, I stayed with a classmate who was working hard in Beijing. More than ten days later, the classmate checked out and returned to his hometown due to family matters. I dragged a I went to work as usual with a trolley suitcase full of luggage, and sat quietly on a bench in the park that night with nowhere to go. Later, when it rained heavily, I covered my face and cried bitterly. This short story is not long but vivid and vivid. When readers read it, they will recall similar experiences of drifting to the north. It is more real and natural, so it is more likely to arouse readers' emotional fluctuations. 5. People-oriented stories mostly happen to people, and of course our copywriting is mainly for people to read. Emotions can only exist where there are people, and emotional stories can trigger cries of emotion. Ordinary trivial matters can also have rich emotional experiences. By describing the experiences of ordinary people, we can reflect the reality of some groups in a small way. Experience. Telling stories about ordinary people is more realistic and easier to win the favor of the audience. If you want to write good copy, you must consider shaping and writing from the perspective of the story. In the process, don’t forget to consider the relevance of your own brand. Read more, learn more, and compare more, and gradually create your own brand style and characteristics. (The article is reprinted from the Internet by 178soft.com)