Detailed explanation of popular brand copywriting - promotional copywriting

The customer got straight to the point: how to make a hit article (hot article) popular all over the world and promote product sales. As a brand copywriting service professional, what should you do? Brands usually like to ask me how to obtain traffic, because only with traffic can there be conversions, and only with conversions can the brand win in the competition. In the last issue, we talked about the positioning of brand copywriting and the introductory copywriting in brand copywriting. In this issue, I will explain the promotional copywriting of popular brand copywriting in detail.

The main function of publicity copywriting is to gain influence and recognition for the brand and solve the problems of public relations consumers. Generally speaking, it is a long-term persistence in the brand competition strategy based on clear positioning. Important execution-end work includes: news soft copy, promotional material copywriting, new media copywriting, promotional video copywriting, etc.

For example, the uniqueness of Durex products tells everyone the selling points of the products in a metaphorical way. Articles like "Bold Confession, Bold Love" are classic new media copywriting in promotional copywriting. Connect sex and love, and "unspeakable" things become "high-sounding". When writing promotional copy, consider the trinity, that is, the trinity of brand positioning, customer group positioning, and media channel positioning, combined with product characteristics, selling points, process characteristics, etc. Consider the interests, concerns, interests, and social hot spots of the audience, and use rhetorical methods such as association, metaphor, and personification. With good promotional copy, you can just open your mouth.

Having clarified the basic principles and functions of promotional copywriting, we will discuss each type of promotional copywriting separately.

News soft article is a kind of soft article packaged in the form of news. It publishes the brand appeal and competitive intention of the product to various platforms in the form of news. The newsiness and tone of the news are the life of this type of soft article. News soft articles currently have two functions. First, to expose the product in a relatively short period of time. ; 2. Continue to provide endorsement and information chain evidence for other brand promotions. It is worth noting that news soft articles are not only a channel for news portals. Category vocabulary exposure, word-of-mouth Q&A, encyclopedia creation, etc. also fall into this category. We use specific forms to provide information exposure and network inclusion for brands based on the attributes and tonality of the platform. , are all news soft articles. The first thing for this type of copywriting is to consider the platform value form and brand competition needs as much as possible, so that your soft articles can be retained for a long time and continue to provide trust elements for customer searches.

Promotional materials copywriting is a traditional category. In the era before the Internet economy exploded, newspapers, TV films, leaflets, audio tapes, posters, slogans, DM magazines, etc. were the main carriers of this type of copywriting. . Because of the rise of the Internet, the main components of promotional material copywriting are single pages, foldouts, brochures, etc. It strives to be brief and eye-catching. It is worth mentioning that Sixi Packaging Design believes that product packaging design should be sales copywriting for selling goods, and Not copywriting for promotional materials. The following is our latest client case (East Village spicy noodles folding copywriting). The copywriting of promotional materials is more like building a plaza in the city center where land is at a premium. It requires not only brand effect, but also space and simplicity.

New media copywriting is divided into story-based soft writing, viral soft writing, emotional soft writing, anti-emotional soft writing, reverse thinking soft writing, etc. Because of the particularity of new media platforms and new media accounts, some The platform rejects marketing, but in general, new media platforms welcome continuous, vertical, and high-quality content. The writing of new media soft articles requires clear customer portraits and a sense of customer acquisition. New media copywriting has higher requirements: title, newsletter, and text are advanced step by step, and there is traffic loss at each step. Typesetting, illustrations, and sketches become part of the copywriting. Writing skills, article layout, marketing awareness, value experience, and psychological intervention abilities are required to be more comprehensive. New media copywriting is not a new media article, it is an arrangement of information elements in the form of an article.

Promotional video copywriting is listed separately because the value of the promotional video category is high. In terms of brand services, the writing of promotional video copywriting is both a presentation-level job and a logical-level job. Promotional materials The copywriting is simply divided into: planning plan, commentary, shot script, and shooting communication list. In the copywriting of the promotional video, the planning proposal gives the promotional video a clear positioning and creativity, tells users how we express and meet your interests, and how to make the audience of this video feel the brand value and charm of the brand (user).

The commentary is the soul of the promotional video. The audience’s intuitive feeling for the promotional video is the commentary. For example, when I wrote the commentary for a promotional video for a scenic spot, I used brand interest information, historical information of the scenic spot, Songs of Chu, Book of Songs, Various versions of the legend of King of Medicine, etc., and then find the positioning of the cultural scenic spot, select the tonality, consider the wording, and finally express the cultural sense in the form of four or six sentences, use the story to impress people, and refine the customer needs as the copywriting theme. Shot scripts and shooting communication lists convey the artistic conception of the commentary to the photographer and post-production in logical language.

Clarify the role of promotional copywriting, comprehensively use the above copywriting types, target consumers’ information search and acquisition channels, select media channels, formulate targeted strategies, and arrange appropriate publicity rhythms and execution nodes. Successfully complete the content "layout" and complete these, I believe that your traffic will be as continuous as spring water.