How to write copy

Everyone has several classic copywriting marketing cases in their mind. When mentioned, they always think that the marketing effect is very good and the influence is long-lasting. So what are the characteristics of excellent copywriting?

1. Scenario-based copywriting

Scenario-based copywriting can create a scene imagination or scene association for users, and associate them with the brand through touching the scene in the same or similar scene next time. or product, thereby conveying the brand’s positioning or value and increasing product sales or usage.

Case 1

Sprite cools the heart and makes the heart soar

Every advertisement of Sprite is launched in the hot summer scene. The TV screen can clearly feel the temperature of the entire advertisement. When you unscrew the bottle cap and take the first sip, you can enjoy the coolness from head to toe. Coupled with the copywriting of "Cool in the heart, soaring in the heart", Let the user's mind automatically form a scene. In the future, as long as it is hot in summer, they will want to drink a bottle of Sprite.

Case 2

Snickers, eliminate hunger and be yourself

I believe everyone will laugh out loud after seeing the Snickers commercial. I will also remember this chocolate advertisement deeply. When I get hungry while walking on the road but have no time to sit down and eat, I will immediately rush to the convenience store to buy a Snickers bar. This is the role of advertising in creating scenes.

2. Concrete copywriting

Many times, the concept or positioning of a product is abstract, invisible and difficult to understand. When we convey abstract ideas to users , without concrete thinking, no matter how vivid the copywriting is, it will not be able to prevent the loss of users. Embodiment is to convey ideas through things that are familiar to us.

Case: Nanfu Battery

Nanfu wanted to express "the battery life is very long-lasting", so it chose to express it through concrete copywriting: My husband was on a business trip for three months, one section Nanfu is enough; the Nanfu in the remote control has not been changed, but I have changed three people to watch TV with me. This kind of copywriting clearly shows the very durable characteristics of Nanfu batteries, and it is expressed in slightly funny and exaggerated language, which can help users remember the characteristics of the product.

3. User identity

Copywriting is about the design of user feelings, not the design of the words that create these feelings. Just like capturing the user's desire to seek a sense of similarity, creating text that can bring users closer can easily capture their hearts.

Case

Douban, our spiritual corner

Similar to Zhihu’s phrase “Let curiosity no longer be lonely”, Douban’s phrase “Our "Spiritual Corner" actually has the same purpose. After all, the service provided by Douban is essentially a kind of spiritual consumption. Whether it is a book or video item, a group topic or a trivia column, it actually meets the spiritual needs of a group of people. These copywritings that can create a sense of similarity between users from the perspective of users are also the key to helping the platform get out of the circle.

Four: Simple, popular, and easy to understand

Many advertising copywriting emphasizes "simple, popular, easy to understand, and catchy."

Case

Melatonin, I will not accept gifts during the holidays this year, I will only accept melatonin as gifts.

This sentence combines scenario and popularization, giving users a feeling that if they don’t give melatonin as a gift during the Chinese New Year, they will be out. So in those years, people in the streets and alleys came to the door with melatonin. People, everyone just looked at each other and smiled when they passed each other, like a tacit understanding.

Copywriting mainly uses certain scene-based and concrete expressions to gain the user's sense of identity or impress the user's psychology, which is very important. If the copywriter can do this, other tricks will not be needed.

In this era of extremely distracted consumer attention and an increasingly complex media environment, more and more advertisers are focusing on exploring new gameplay, new content and new channels, but rarely focus on Focus on the slogan, but in fact the most basic advertising copy is the marketing power that cannot be ignored. Text can provide insight into psychology, guide life, and also influence behavior. A good copy has its own marketing effect, making brand advertising even more powerful. Use text as the first step to reach the user's mind. Carefully understand the value of copywriting, so that brand marketing can have Profound communication power helps maximize marketing effects.