An app for assembling all the selected content of the net electric dealer

Send on behalf of the business note: a few days ago, sent on behalf of the network production of the network of the selection of the app "Big Ye", appeared an article, point this reading, in 24 hours produced nearly 7 million of reading, is called a rare divine text. This article's fiery alarmed the industry famous critic Omnipotent Big Bear, the following is Mr. Zong Ning to this article puts forward some different views:

Yesterday to see an article is very hot, called "monthly salary 3,000 and 30,000 of the copy of the difference", think that passed a lot of wrong thinking, I am afraid will cause a lot of misreading, so still need to radically reform. In fact, this thing itself is not related to the copy, but people think that the copy is not illiterate can write, and then feel that the study may also be able to get 30,000. So the final question is to seize the people's opportunistic heart, and copy is not related.

In fact, the first sentence of the article is wrong, "countless dozen internet thinking small companies 0 cost marketing, reverse hit the big brand." At present, in addition to extremely individual cases, there is no 0 cost marketing, Millet had dared to face the most dare not spend advertising fees, such as large-scale launch of CCTV and offline advertising, also do not mention this matter. Hammer at the beginning is also be millet pit, think really can through the internet marketing can not spend advertising money to sell mobile phone, has been the top of the top cool live broadcast finally to the elevator ads and subway ads. Therefore, there is no 0 cost marketing, but is to pay the proportion of return, the electricity business is called ROI.

The rest of the part, in fact, most of it has nothing to do with copywriting, basically are planning or advertising or product things, such as millet every customer to decompose product attributes and costs, but not to increase user awareness, but to establish standards to allow users to compare. For example, I ran 10,000 points, Samsung also ran 10,000 points, I am cheaper than Samsung half, is probably such a logic. In fact, this run is not to be used as a standard for the evaluation of mobile phones, is ambiguous. In fact, there is no copy of the relationship, listed are all physical data, value lies in the logic of the implication.

From the user's interests and describe the use of scenarios, is a basic requirement. But in practice, according to the focus of the product, we will have different focus. For example, or with just the example, millet did not tell you what benefits to buy a mobile phone, or millet mobile phone use of the scene is what, because in fact unnecessary. Therefore, these paragraphs are also contradictory to each other, or more is the product of the choice of publicity issues, rather than the copywriting decision.

As for the visualization of copywriting, the concept is actually problematic, for example, "Put 1000 songs in your pocket." Obviously the core is a quantification, so, almost all the basic requirements of the copywriting case for quantification, visualization and detail of three points, if the rise of a level is to be symbolic. Need to say is, I can not say this article is copied me, because in this year's January I wrote an article called "Marketing Visualization", you can search any search, said should be the real visualization.

After said to determine their own comparison of WHO, is the category of positioning, this is too broad, there is no need to discuss, because the positioning of a pulse is generally the result of the introduction, is generally used to reverse the success of the case because of positioning success, rarely positioned to lead to success. As for the principle of adhesion, in fact, I said above the symbolic, this problem can see China and China's "super symbol is super creative" a book, very directly in place. As for the end of the article "fuse" This is not actually a copy of the matter, but the operation of things, with the line of words called "User Guide", do products are aware. You can't say "User Guide" is a text and that's the category of Copywriting.

I have to admit, the author observed a lot of phenomena, but also because it is observation, they did not do, so they all belong to the copy, this is actually a wrong understanding. From now on, what you may see is some more correct understanding.

First, there is no monthly salary of 30,000 copy, Copywriting is a basic ability, like driving. The most profitable driver must be gates, but you can't say that Gates is a driver. A copy of the post is generally the basis of the post, do a lot of the basic content, very strong copywriting is generally public relations planning, products, operations and even the company executives do, depending on his experience and understanding of the product. You can't expect a basic employee who is not deeply involved in the project to write a copy that represents the company's strategy, and more likely to be polished by the boss when he puts forward basic content and direction.

Then we talk about brand communication. Brand communication is bound to spend money, you see the popular spread must be spent a lot of money, the difference or the beginning of that sentence, just the effect of spending money and benefits. You expect me to say that I don't spend any money on internet thinking to trigger transmission is impossible. For example, when the 5 million secret recipe, actually heard that only spent 200,000, in order to hype packaging into 5 million results or is difficult to eat, the point is that at least you have 200,000 first. The copy of the Internet brought about by the change is actually, before the television type of unilateral channels, you just say how cool you can, there will always be someone to believe. And the Internet can interact and comment on the media, you need to change the direction of the copy to let you understand what I can create value for you, this sentence is the focus of "let you understand." Most people die in the "let you understand", they only emphasize what I value, users can not understand, such as the parameters of millet in the mobile phone field can be effective, because there are high-end machine comparison. If placed on the calculator will be very accumulation, because I am selling vegetables even if a plus and minus, even if not, so you copy will die. The best way to solve the problem is to add a symbolic thing to facilitate understanding, such as 360 out of a smart camera, many people do not know what to do, you go to teach him not necessarily listen, so I think the copy is "your home than the bank is important." Do you think you understand?

Before the elephant wrote a copy of "The best taste of condoms," I think if the use of early fire. Of course, this and I said the basic principle is not a set of logic, but an advanced logic, is "sell what do not yell." In fact, the case above can also explain, selling mobile phones do not talk about standby signal calls, but to talk about running a border feelings. Selling beef noodles does not talk about the taste is unpalatable, talk about why not receive children do not press a bottle of wine packaging exquisite chopsticks and several colors of salt. It's as bad as a pancake, but it's about the story of a parking lot and the delivery of a luxury car. The underlying logic is that I do very well in detail, and the main business is better, although in practice it is often the opposite. So I added a copy of the moon cake "absolutely do not add any preservatives," then he told me, in fact, most of them do not add, I said most people did not write, you write on the right.

Then we have to say that one of the things is the channel, the problem is actually the most important, but because it costs money, so few people mention, and because many people do not want to spend money, the channel is blamed for the navy. Channel and content of the importance or half, good content and good channels to have good communication, there is no good content only channels, may not be able to black and black. For example, today, what a great top hacker Congress in the crack 360 children's watch, on-site crack failure, and then micro-blog announced the success, and then with the written in advance of the news, not at the scene of the people, will naturally think is successful. For example, this year, the festival does not receive gifts, gifts only the brain platinum. or learn which strong excavator, China Shandong to find Lanxiang. In fact, there is no technical content, but rely on a powerful TV channels over and over again to push, resulting in a huge brand effect and sales results.

Since the media is actually built channels, since the media can make money is the channel of money. Do not feel that since the media has no cost, operating from the media is also to spend a lot of time and money, so many people see from the media to sell things or what to make money, say 0 cost, is also wrong. And because of the uncertainty of media construction, the success of the media is actually much higher.

Therefore, in general, good marketing is a comprehensive project, the need for products, positioning, copywriting, channels and even a series of works such as art, to be effective, simple copy just icing on the cake, play a decisive role.