What are the simple skills to write advertising copy?

For all advertising creation, words are the foundation of all content forms, the source of living water and the infrastructure of all content.

Just like movies, it is the script that determines the quality of content to the greatest extent. Scripts are composed of words, and so are advertisements.

Whether an advertisement is good or not has actually been decided when doing copywriting.

Today, let's talk to you about how to write an advertising copy and what skills you have when writing an advertising copy:

1

Clear brand demand

When writing a brand copy, the first point we need to make clear is to make clear the brand demand, and to make clear the brand demand, we can start with the following points:

1. Core requirements

In other words, the core appeal of advertising is the core selling point of products and the core content that brands want to convey to users.

What does the brand want to express? Copywriting revolves around this point, which is also the core of brand advertising. For example, the dandruff removal of Head & Shoulders and the hungry shoulder of Snickers. ...

2. Brand tonality

Then think about the tonality of the brand, the image that the brand has established in the user market for a long time, and the most intuitive characteristic vocabulary of the brand. Expanding content according to these characteristics will be more easily accepted by users. For example, the key words of Netease Cloud: sensibility and heart-wandering; Nike's key words: blood, sports, etc.

If the brand tonality is deviated, the advertising style will make users feel a little uncomfortable. If Nike becomes sad, the copy will become very sad, and Netease Cloud is like beating chicken blood every day. This contrast will make people feel very uncomfortable.

3. Target audience

The target audience is not talking about the user market of the brand, but the target audience of the advertisement, that is, the target group that the advertisement wants to convey.

We should know that some brands have a wide distribution of users, such as Taobao, whose living environment and young span are relatively large, so many times the target of advertising is actually only a very small number of people, so we need to adapt to local conditions. For example, Taobao's slogan is "Amoy, I like it", but when it comes to rural Taobao specifically for rural users, it becomes "If you want to live well, go to Taobao at once".

4. The purpose of communication

Finally, the communication purpose of this advertisement. You know, we usually divide advertisements into brand advertisements and effect advertisements. One is to enhance brand influence, and the other is to directly promote product sales. Generally speaking, brand advertising is to impress users with high-quality content, so that users can finally have a good impression on the brand; Effect advertising is to enhance users' desire to buy through creative content and preferential treatment, and directly convert it into sales.

Brands need to choose different types of advertisements according to their own needs.

2

Select a copywriting type

After doing the preparatory work, the next step is the production of the content. If you want to make a copy, you should be clear about what kind of copy you need. Generally speaking, we divide copywriting into three types:

1. Narrative type

Narrative copy is a common type of copy, which usually uses the tone of dialogue to communicate with users, which can be questioning, teasing, wandering, sharp and direct. Such a copy will be more approachable and easier for users to accept information. For example, Jiang's copy:

The picture is from official website.

2. Story-based

The second is the type of story. In view of the fact that people like to listen to stories, story-based copywriting is often more likely to arouse users' emotions, and use the emotions revealed in the copywriting to attract users' attention, participation and dissemination. The classic is a copy of Ant Financial:

The picture is from official website.

3. Special type

Special copywriting is made through some creative turns or adaptations. Such a copy is generally modest, and you don't even know it is an advertisement until you see it. For example, the popular copy of "Kiss with Litchi Flavor" and the recent "Divorce Notice" in the circle of friends:

The picture is from official website.

three

Common Copywriting Skills

After selecting the writing type, you can start to create a copy. Finally, Master Qi tells you some creative skills that can make your copy more powerful:

1. Touch human nature

In Whitman's advertisement for attracting gold, it is pointed out that human needs can be summarized into eight basic desires: ① to survive, enjoy life and prolong life; ② Enjoy food and drinks; ③ Freedom from fear, pain and danger; (4) seeking sexual partners; ⑤ Pursuing comfortable living conditions; 6 compare and compare; ⑦ Take care of and protect the people you love; 8 gain social recognition. These eight desires have created countless classic marketing cases, which are the demand points that consumers are very concerned about. As long as these wayward needs are perfectly reflected in the text, they can well grasp the hearts of users. For example:

Classic advertisement of BMW used car: You know you are not the first, but do you really care?

The picture is from official website.

2. Turn brand advantages into user benefits.

When promoting brand advantages, we can't simply introduce how professional we are and what strength we have, but should turn our brand advantages into the interests of users, that is, tell users what we can do for you.

For example, sogou Translate Bao's advertisement: As a product that focuses on solving the language barriers in users' external communication, sogou Translate Bao integrates many technologies such as machine translation, speech recognition and sogou neural network image recognition, supports various translation modes such as speech and image translation, and provides Chinese, English, Japanese, Korean, Russian, German and other 18 languages ... If you say this directly, users will only feel unclear, and moreover,

Therefore, Translate Treasure sums up this simple function into a simple and memorable sentence: "Click Translate Treasure, and you will not be afraid to travel around the world", and directly tell users your own function.

The picture is from official website.

Increase the sense of vision

Data is abstract to human, but human's perception of abstract things is not strong, so visualizing abstract things and forming a visual picture in the user's brain can better help users understand.

For example, if you say the difference between 4G network and 3G and 2Gd, if you just say that the maximum download speed is xxMbps, it will be difficult for users to understand, but if you change the way, it will become very intuitive:

The picture is from official website.

4. Equivalent substitution

Equivalent substitution is mostly used to help users understand and produce clear positioning of products when they are unfamiliar with product cognition.

For example, when you introduce QQ to foreigners, many people don't quite understand its function, but if you just tell him that it is the China version of MSN, it will be easy to understand.

At Xiaomi's new product launch, many people were unfamiliar with the brand wiha. Facing the high-end screwdriver set made by German brand wiha, people had great doubts about the quality of the product. However, Lei Jun's phrase "Rolls-Royce in a screwdriver" was the final word at that time, and the user instantly formed a clear positioning for this product through equivalent substitution.