The "five-character rule" in the writing of Internet marketing copy

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Copywriting is a costly and fun job, especially for web marketing copywriting. It is in people "do not know what the next copywriter is" the sense of anticipation and "do not know their next sentence will write what" the mystery, so many people who are interested in this trip and enjoy. This trip seems easy to enter, or someone said: "is not to play word games?" In reality is not imagined simple, you do not see, how many people a punch line and grind, oil lights withered, scratching bald, red eye, the last feeling and sigh yue: Network marketing Copy, want to say love you not easy! In fact, the network marketing copy creation still has certain laws to follow, Vegetable Root Tan Network Marketing organization summed it up as a "real, new, beautiful, Jane, Love" of the five-word law, I would like to provide you reader reference.

Law one: Reality, is "speak with the truth"

A good copy is not posturing, grandstanding, but to consumers "put facts, Reason", copywriting is for sales and service in the sales of the text, to let consumers understand the article and know its products, so its content must be true and credible, not misleading consumers suspected. This is also a good copy of the Liwen.

Today is full of some of the size of the Web copy, including false Tibetan fake more than one or two, fooling people's false network dissemination of information may today, tomorrow will be successful, but the consumer's eyes are discerning, "wolf" shouted to the third time no longer believe that for short-term tactical benefits, and let the enterprise's products and reputation submerged in the saliva of consumers, Without the possibility of a good strategic development opportunity, it is true that "the chicken does not have to resist the erosion of rice" sentence. Granville of the creative "when Rolls-Royce speed of 60 kilometers per hour, the car's biggest noise from the electronic instrument," the text of the body tone level, enumerated a large number of facts, people have to look after the convincing, can be called "with the facts" of the copy Classic. A previous copy of the country: "National A-class brand ' Shun Wah ' range hood, always more expensive than other brands, the factory efforts to reduce costs, but can not do, because only the oil fume pumping clean is the most important." ”

This frank way of telling the truth even in the present, can also suddenly impress the hearts of consumers, it is important that a few lines of text, to eliminate the price of consumers in the psychological comparison, is the most successful place. German Beetle car company's advertising: "The car has remained unchanged, so the appearance is very ugly, but its performance has been improved, so the performance is excellent ..." The actual exposure of the product's advantages and disadvantages, so that the car won the goodwill of consumers. Add some real data in the copy, also can improve the readability and credibility of the advertisement, if this data is very useful, may wish to use the title, such as "robust" 27 layers of filtration, to the consumer's imagination space to create a pure blue fantasy. Again, combined with news, events, activities to write copy, is also a good way, such as domestic enterprises to seize the Chinese team into the World Cup in the history of advertising propaganda articles, is a good example.

Rule two: New, creativity, innovation

"Creativity is like atomic fission, and it takes an ounce of business to produce an uncountable commercial advantage," Bill Gates said. The elements of Internet marketing copywriting can be divided into main headings, subheadings, text and slogans. And this "new" is mainly reflected in the main title. To write a copy, the main title is important, the main title is the soul of the copy, write the main title, copy also succeeded Ten.

Good main title in addition to eye-catching easy to remember, the most important thing is to let consumers resonate, and the substitution is not high. The main target of the intention to be very novel, let people start Lenovo, and finally "a language set the Jiangshan", let people memorable. Secondly, it should be "writing new".

How to innovate? A lot of textbooks and professional books give us good inspiration, but at the same time we have set up the rules and regulations in our minds. The author believes that creativity should not be "set frame", the so-called rule method can only be used as a reference, in doing creative association, to do "willing" two words. Have learned to "give" to the rules of the binding, it may have a real own "get". Creativity comes from life, creativity is in life! Look at the "sea Shuangwang Bottle" advertising, "to do more to the liver" both the product to protect the liver function implied therein, and to the health of the life of love reflected incisively and vividly, can be called Classic, and its source of creativity from the feast on the ordinary but a word--cheers, dry, dry! Therefore, "the letter is not as good as books", Life is the best copywriter creator teacher. Living, concise, simple, natural words easy to let consumers accept.

Rule three: Beauty, the beauty of the artistic conception of copy

A good network marketing copy should not be just empty, tedious combination of words and figures, but to complete the basic functions of the copy (introduction of products, interest, promote action), as far as possible to give people the feeling of beauty. Artistic conception refers to the interest and realm of all works of art, which is the product of the combination of objective entity and subjective emotion, and the aesthetic feeling produced by the impetus of imagination is the beauty of artistic conception.

As a kind of commercial art, the creator of the network marketing should take the artistic conception as the highest realm. White Sands advertising "crane dance White Sands, My heart Fly" in Distent, Castle Peak, Pinghu, Green, the crane point of water, wings fly far, hand play Crane, the heart with the crane, and one of the vigorous male voice: "This moment, I have flown up!", the beauty of the mood, touched a large number of consumers, so that consumers once again realize that Taoism indifferent to no desire, A peaceful and tranquil state of detachment.

Copy artistic conception of the beauty of expression, vegetable root tan introduced the following two kinds:

First, the Chinese classical poetry, couplets and so on, to find inspiration for the beauty of artistic conception.

China is a country of poetry, the ancestors with wisdom and emotional sorrow to express a line of scenes, or beautiful or simple words, everywhere permeated with the beauty of the difficult mood. The text of poetry is a kind of style of advertising propaganda in the form of poetry or couplet, which is similar to the form of ancient poems in sentence structure, arrangement, construction and rhyme. Its characteristics are catchy, easy to read easy to remember, strong feelings, Lenovo rich. Poetry for advertising has been: why melancholy, only Kang Du, Orchid Ling wine Cup, Jade bowl Sheng amber light; and the Qing Dynasty Confucian scholar Ji for a barber shop for a couplet "although the business, but the top kung fu" and so on.

Second, skillfully using personification, metaphor and other rhetorical devices.

Marketing copy is also a kind of language art, in many advertising works are used in rhetorical devices. China Ping An insurance company's image copy, the mountains high days far, snow-colored quiet Qinghai Pingan County, symbol of auspicious Chinese ping-fu, a pair of happy old man with the same life, and a beautiful son of a young couple and the well-being of the younger couples and the twilight of the Guangxi Pingan Township and other comfortable and peaceful picture series, finally played the theme " China Ping An, ping an China ", the whole coherent, metaphor life peace is happiness, peace Company's service intimate warm bosom, with you, everywhere." The entire advertising smooth nature, copy processing simple, tight button "ping" two words, let a person to ping an company to produce peace and stability of the sense of the mood, this is not proving can be enemy.

Rule four: Jane, simplicity.

Adhere to a network marketing copy to focus on a certain point, simple commitment. If the focus is too much, there is no point, even consumers "confusing", unintelligible, also can not remember.

Now the social life rhythm more and more quickly, people's work pressure is also more and more big, the Netizen sees the information is the browsing way. Therefore, the network marketing copy writing should strive for simplicity, the focus is clear, avoid playing "cat and Mouse" game, do not let consumers have not seen the psychological response before. Some copy too much emphasis on their own style, in order to write a "voluminous" of the text and smug, little bit of a digression, or the focus of the pursuit of their own words "ocean".

Rule five: Love, that is, in the creation of text into the emotional

"Heaven If the day is also old", emotion is the eternal topic of mankind, but also to maintain the relationship between people the basis. With real feelings to write, can move their own words, it must be able to impress other people. Affection, love, friendship and other emotional integration, not only let the copy and product has vitality, more importantly, it allows netizens to find their past and present shadow, arouse resonance, thereby establishing a website or product or brand the most important value-customer loyalty.

To write a good network marketing copy, in addition to vegetable root tan think of "real, new, beautiful, Jane, love" five words of the flexible use of the law, but also must have a clear creative strategy. The creation strategy takes the product or the website characteristic and the target audience attribute as two pillars, mainly includes: The target customer base, the basic creation goal, the appeal reason and the style localization. First, be clear about who the site or product is targeting. Second, the creation goal of Web marketing copywriting is to achieve sales rather than copywriting itself. Third, why let the target consumers choose you, because of their superior quality, or good reputation, or service security, the copy should be clearly reflected. Four, the whole text style is elegant, is popular, the atmosphere is lively, is serious, it has to be because of the product of different people.

"The world will start a battle for eyeballs, and whoever attracts more attention will be the masters of the 21st century," says former Intel President Grove. "A web marketing copy can seize the consumer's" eyeball ", to a large extent, determine whether it is a good, effective copy. The writing of network marketing copy has no fixed format to apply, all lies in the understanding and diligence of the copywriter creator.

The original text is published in: Vegetable Root Tan Network Marketing Organization: http://www.cgt88.com, Vegetable root tan global Starting, welcome reprint, reprint please provide source. Thank you very much.