Creativity of new media copywriting 202 1-03- 18

David ogilvy said in Confessions of an Advertiser: "The consumer is not a fool, but your wife. If you think that you can persuade her to buy things just by slogans and sensational adjectives, you are insulting her IQ. "

A seemingly simple advertising copy may not exceed 10, but behind it, the copy needs to complete a series of work, including investigation, target group analysis, competitor analysis and so on. , and finally determine the brand positioning and slogan. In fact, it takes much longer to prepare a sentence than to write a copy.

1, define the writing purpose of the copy.

Main uses: brand communication, the overall copy content needs to conform to the brand style, causing * * *; To increase the sales of goods, it is necessary to let consumers have interest, need and trust in the goods expressed in the copy content. ; Carry out promotional activities to make the content of the copy attractive, worthy of participation and the participation threshold is not high.

2. Write a creative brief (creative outline).

For example: Taylor Guitar's creative list of advertising copy.

(1) Target Description: This advertisement is aimed at consumers who have high requirements on the sound quality of guitars. They believe that Taylor guitar is a unique high-quality instrument, which can convince them to give priority to Taylor guitar when considering buying guitars.

(2) Description: Taylor guitar is hand-made with the best wood that can be found at present, which can ensure the guitar to emit beautiful timbre.

(3) Brand characteristics/style description: The advertising tone of Taylor guitar should convey high quality and outstanding value.

3. Writing output of copywriting creativity

Combined with the above information, find out the problems that need to be solved in this copy, and combine the characteristics of media delivery channels to think about creativity again and finally complete the writing output.

4. copywriting

Sort out and summarize the completed work.

Writing copywriting actually tests the marketing thinking of copywriting. The important preparation before writing a copy is to do marketing analysis (including: market analysis, target group analysis, competitor analysis, selling point refining).

1, target group analysis of copywriting

Only by figuring out the differences between different groups of people can we write a targeted copy. Therefore, to understand the relevant factors of the target population, we can start from three aspects: cultural factors, social factors and personal factors. You can also find the user's purchase motivation and find the fit point between the product and the brand.

(1) Cultural factors. Social culture and stratum culture.

(2) Social factors. Family, social role, social status, etc.

(3) Personal factors. Age, life cycle, occupation and economic environment, personality and self-concept.

(4) Lifestyle and values. The rhythm of the living environment, the concept of time (take-out, hourly work), the concept of health (nursing, health preservation) and so on.

David Aker, the father of American brands, summed up seven kinds of brand personalities through the study of brand personalities.

The specific expression of brand personality and representative brands

Honesty-down-to-earth, honest, beneficial and pleasant, such as hello kitty.

Stimulation is exciting-bold, energetic, imaginative and fashionable, such as Calvin Klein (CK for short)

Ability-reliable, smart and successful, such as Sony.

Sophisticated-upper class, charming, such as Shiseido.

Rough-outdoor and strong, such as Marlboro.

Passion-emotional, spiritual and mysterious, such as dolce & gabbana (D&; g)

Peace-harmony, balance and nature, such as Yamaha.

(1) ownership requirements. Commodities can show that individuals belong to a certain group and are accepted as members of a certain group.

(2)? Admire the demand. Seek admiration for goods that can make people better and have a better image, such as high-end clothes and cosmetics.

(3) Status demand. Get respect. Expensive goods are more likely to help people meet this demand, such as luxury cars and jewelry.

(4) summary table of target population analysis

Notes on the specific characteristics of the analysis dimension (a high-end snack brand)

Age? 18-25 years old, it is recommended to be within 10 years old, otherwise it is not representative.

Gender? 80% female, 20% male?

Occupation? College students and newcomers to the workplace?

Living conditions? The economy is average, the demand for snacks is high, and the use scenarios are extensive?

Hobbies? House, drama, playing games?

Where do you hang out? Residential area, university town, business office building, frequent network sites: QQ space, beeping. The place where the target crowd gathers can determine the advertising.

When filling in specific features, you should write as perfect and rich as possible, just like painting people, the more specific, the better.

SWOT analysis: a method to quickly find advantages and avoid disadvantages.

Advantages of external analysis/internal analysis

1 、 2 、 3 、

Disadvantage w

1 、 2 、 3 、

Opportunity o

1 、 2 、 3 、

So strategy

1, 2, 3, give full play to advantages and take advantage of opportunities

WO strategy

1, 2, 3. Overcome difficulties and take advantage of opportunities

Threat test

1 、 2 、 3 、

ST strategy

1, 2, 3. Take advantage and avoid threats.

WT strategy

1, 2, 3. Reduce disadvantages and avoid threats

Selling points need to meet the needs of the target population and be different from competitors. Let users realize that this product can get specific benefits that other brands don't have.

In the early 1950s, rosser reeves put forward a "unique sales proposition" (Unique? Sales proposition), referred to as USP theory.

( 1)? The interests are clear. Such as "afraid of getting angry and drinking Wang Laoji".

(2)? Unique interests. Or what competitors didn't put forward. For example, "pure water has to go through 27 purification processes", but only Wahaha pure water has put forward this selling point.

(3)? Conducive to sales. For example, fragrant and fluttering milk tea, which sells more than 300 million cups a year, can circle the earth and lead the national sales for seven consecutive years.

With the development of the times, there are more and more commodities and brands, and the homogenization of products is more serious. The application space of USP theory is getting smaller and smaller, but its thinking mode in copywriting still has reference value. For example, the selling points of most commodities are now moving from the functional characteristics of products to the values advocated by products.

For example, the products of sports brands are almost the same, but by putting forward different values to convey the different spirits of brands, the spiritual world of consumers is aroused.

For example, the Nike brand "just do it" (just do it if you want); Anta's "keep going" has never stopped; Adidas's "can't be a record" anything is possible.

By analyzing the target population, we can find the characteristics of specific target consumers, and by analyzing competitors, we can find our own advantages and selling points. The mining and description of the overall selling point need to combine these two points.

The characteristics of consumers+their own advantages and characteristics = selling point refinement.

For example, a snack brand has the characteristics of daring to take risks and challenges among its consumers. Its own advantages include unique varieties of snacks and fresh and novel materials, so refining its selling point is likely to be "dare to try early and taste enough".

Copywriting needs creative divergent thinking, as well as logical and organized output presentation.

1、? Divergent thinking tree-creativity is unexpected.

Complete the divergence of thinking through tree diagram.

For example, the natural mineral water of Nongfu Spring is sold as "natural water source". As soon as it is spread, there are associative words such as "green", "natural" and "water tastes better", and then it continues to spread countless keywords to find the point that can impress you the most and extract it.

2, creative thinking method-creativity is like a spring.

For uncertain creative work, different results are obtained through table dimensions.

(1)] Abstraction is decomposed into dimensions of problems;

(2)? Enrich the content of the dimension;

(3) Establish different combinations for different dimensions.

For example, developing a creative biscuit.

? Taste structure modeling color

1 chocolate single layer thick round black

Milk has a single layer and a thin square white.

Thick black and white sticks of strawberry sandwich.

Four orange sandwiches, a thin stick and three colors.

3. Element combination method-let creativity be unconstrained.

Pencils used to have no rubber heads, but when American painter Lipman connected the rubber and pencil with iron sheets, such a small idea brought him a patent fee of 500,000 US dollars from Labar Pencil Company, and millions of people benefited from it.

The combination of different elements can often bring unexpected ideas, such as "headphones+tape recorder" becoming a walkman.

Title: Three major configurations are upgraded, and you can afford what you like-the central idea of this advertisement.

Argument: Use "APP intelligent control", "220ml self-humidifying water tank" and "1 two of the big mops" to support and explain the topic.

First,? [endif] Title-Attract attention

"Headlines are an important element in most advertisements, which can determine whether readers will see this advertisement. Generally speaking, four times more people read the headlines than the text. In other words, the value of your headline will account for 80% of the entire advertising budget. If your headline doesn't achieve the sales effect, then you can say that you have wasted 80% of your customers' advertising budget "-david ogilvy.

"Four functions of a good beginning: attracting attention, screening customers, conveying information and attracting reading"-robert bly, a master copywriter.

For example, Crest "helps children overcome tooth decay". Successfully attracted the attention of parents with cavities in problem children, and led to further understanding.

( 1)? [endif] The principle of brain attention: talking to the old brain

In the past, it was generally believed that the structure of the brain was left brain and right brain. The left brain is responsible for linear thinking such as language, logical reasoning and mathematics, while the right brain is responsible for artistic conceptual thinking such as images, music, creativity and imagination.

But the latest brain science research has a different view. In recent years, Paul McLean, a famous American neurologist, put forward the theory of "brain trinity", which divides the structure of the human brain into three brain regions from the perspective of biological evolution.

They are old brain, middle brain and new brain. According to this theory, Patrick Renwatts and Christopher Moline, the world's leading neuromarketing researchers, pointed out in their book Selling Brain that three brains process different information accordingly.

Old brain (brain stem)-making decisions; Diencephalon-dealing with emotions and intuition; The new brain processes rational data.

Old brain: it is the oldest and most primitive organ in the brain structure, and it is also the direct result of primitive evolution. The aged brain is mainly used for decision-making. At the same time, it can directly or indirectly accept input from the brain and other nervous systems and trigger decision-making. It can constantly examine the external environment, judge whether it is safe or not, and immediately make the survival decision of "flight" or "fight", which is closely related to our survival strategy. Until now, the reptile's brain still maintains the original form of the old brain, also called "reptile brain" or "basic brain".

Diencephalon: Used to perceive and process emotions and intuition. The diencephalon is the brain closest to the brain of the elderly, and our impulsive shopping behavior mostly comes from the stimulation of diencephalon by emotion or intuition.

New brain: also called cerebral cortex, it is the last evolutionary development. It mainly deals with rational data, such as voice processing, reading, thinking and making plans.

Therefore, these three parts just constitute a basic structural framework of document volume: rational communication-emotional communication-stimulating decision-making.

For example, the copywriting of the seller's car, in rational communication, reflects the performance through specific parameters, and expounds the engine, tire material, interior space and other aspects; In terms of emotional communication, give each car a name (emotional and touching), such as "Swan" and "Beetle", and try to show the "benefits"-drive with your family, experience more beautiful things and pleasant scenes during driving, and stimulate users' emotions; Direct stimulation, stimulating purchases through limited-time promotions.

Related to "I" (income, label/name/personality/animal sign/constellation/blood type/alma mater/birthplace, etc. Life/basic necessities/city/weather/values)

Xiaomi: innovative capsule appearance, more comfortable to wear; You can drink pure water by turning on the tap. Mi Tu: Good sound quality to protect the baby's hearing; The battery is high, so you can play with your baby for longer.

Compare (before/after comparison, you/others comparison)

Satisfy curiosity (perceptual curiosity, cognitive curiosity, interpersonal curiosity)

Activate emotion

"When you deal with people, please note that you are not only dealing with a logical species, but also dealing with a group of emotional life"-Dale Carnegie's Public Speech.