Electric Business "Copy War": How to create a person "heart" business copy

As early as a few years ago, China's e-commerce personality battle has started, in Taobao and the cat's online business district, the writer constantly gush, and some are employed as the relationship responsible for advertising, and some of the boss himself. They use this kind of grasping the user's eyeball the way to earn the click, sale, popularity, have to say, they have done different. This month, the text in the strong exposure of the internet presented in the eyes of the vast number of users, which marks the public battle of the Electronic business copy with the promotion of early start.

So, let's take a look at how "copywriting" is made to consume people.

Copywriting is a consumption stimulus

1. Keywords

On the eve of the 618 electricity price war, the network exposed several large electric dealers advertising, surprisingly consistent is no longer a variety of goods stacked design plans, no longer have a clear discount discounts, and unified instead of the banner of propaganda language, which has a provocative meaning.

Jingdong--Don't make it, suning easy to buy-don't panic, dangdang-do not noisy, Xun-don't blow, Amazon China-parity, gome-Do not install, No. 1th Shop-do not believe ... This kind of wording appears on Weibo, and even many people in the industry are quite surprised we will not talk about whether there is a joint speculation or to attack who suspected, single from the above ads from the point of view, we can see that the key words are around a "attitude", the face of competition at the moment of the attitude of the gas field and self publicity. Second, the content of the advertising center is a detailed description of the slogan keyword, and the end of the tacit agreement to post the website logo logo.

Another point of view, "keyword" originally used in the network marketing, often known as the optimization of search and promotion of precision words, characterized by the highest user awareness of the word, the combination of the most natural words and the most direct representation of a commodity of the word. In the consumer difficult to read a large number of text introduction, the keyword has become the simplest and fastest way to identify, although it is different from the visual impact of the image, but can be deeply complementary to the image missing "contact with their own", and deepen the user's memory of advertising.

2. Methodological misunderstanding

There are many ways to write a copy, such as Nine or the theory of three-paragraph writing method. I do not here to introduce more, view the copy itself, "Purpose clear" is more important than "advanced method", which is the most easily overlooked part of many copywriting workers. The direct purpose of copywriting is not dazzling advertising art, nor is it comparable to the unrestrained film flower (they can be in the form), although I think art is the soul of the copywriter life, but the reality warns the merchant, who can not replace a final goal, is the sales results.

How to do good copy communication

Copywriting is not a mechanical work, nor is it a project of the formula, it is mysterious but not unknown.

1, the copy is not Pat forehead

"Brainstorming", also known as the Intellectual Stimulation Act, is a creative collective training method proposed by the United States of America, and it is not the concept of "mind filled with countless ideas and storms" in some second-rate professors, and it takes time for everyone to enlarge their imaginations and to comb their imaginations. Impact-style instant thinking is more suitable for discussion or communication, writing should be considered. Look at the old ThinkPad slogan, "Make Your mind stronger." To bring the meaning of "think" itself into the language of advertising, similar to the creative process of thinking into words, requires us to fully understand its content and desired results, and sometimes with some fascinating pride in it-"stronger", Want to hit the nail on the head, try to reverse the thinking sequence to create full of artistic conception and attitude of the text, in fact, more rational, more calm, more practical enterprise needs. Our heads are for thinking, not for filming.

2. How to evaluate the effect of copywriting

A brilliant business copy may make people laugh or sigh about life, it can be incredibly innovative, it can be full of life, you can naturally listen to its breath, to find its form, and even try to communicate with it, you can firmly believe that it simply attracted you, you think it can achieve the above linkage effect of the success of at least 50 %, let each "you" find a sense of empathy is the writing writers yearning for pride.

Resonance case 1:m&m Chocolate Copy-"Only dissolve in the mouth, insoluble in the hand." ”

What do we see? Magical new food with magic? Or did we get a serious experience with the mouth to kill a chocolate bean opportunity? To be honest, we should catch these nouns in the body parts and concatenate them together so that you can imagine the whole process of m&m beans being greedy, Also, don't forget that "dissolve" is a key verb that is quite full of lens sense.

Resonance Case 2: A certain dye-hair hydrology case-"she used?"

Who is she? who used it? Who doesn't? One of the best places to ask sentence patterns is that the person who reads it is free to get a chance to lift the question, people in the process of receiving a variety of education is often asked, so the creator know that the human is constantly asking and constantly solve the question of the repeated process of growth, The way he uses it is to catch people's curiosity and intellectual desire. Well, we all recruit, must be used a certain card she got the beauty of nature, and no one a certain card she is not good to say.

How do you consider copywriting from a practical perspective? Not only do you need to see the effectiveness of advertising, cost and return ratio, I think more should pay attention to the "preview" before the decision, or I can say: a copy of the effect should be used before we use it to get their own consumption reading revelation, to get around the feelings of empathy, To get the common people like "believing" real emotional recognition.

To avoid formulation is not to be arbitrary, it should define the market position with the audience and tell them in their language: what you can get/who you are/how you relate to us/whether you want to be true/you are the right person/you have no reason to refuse ... And so on, it needs to pass the "effect" accurately to the reader, the user will try to perceive their relationship with your product or brand, you know, any combination of things must have a connection, the unknown category of course.

3, copy is not equal to edit

Copywriting and images work together to play a role is good, relying solely on the text to sell only half of the tool, then the image or from the text to produce Lenovo Graphics can create an integrated concept of sales, compared with only the text to describe the parameters of the product is more than the concept of exposure here. For example, Kraft Foods has an ad headline for housewives who says, "How can you eat very well with very little money?" This is undoubtedly a question, editors are defined as occupations in which words are described for brands or commodities, the essence of which is that editors pay more attention to describing "ego"--he catches the selling point, while copywriting pays more attention to describing the "ego-others" connection-he is looking for a claim. From an editorial point of view it's closer to "our stuff is delicious and cheap", as I have shown in the copywriting perspective, "How to eat well with very little money?" Rather than simply saying that this is communication, it is a kind of introduction to the ego and provoke users to pay attention to money and goods can also be a good exchange of thinking guide inspiration.

4, good copy can be the size of all

A good copywriter can not only create a novel and practical combination of words, but also in the current field of competition in a timely and accurate response. Because you have to know, the loss or backwardness of any detail angle is magnified in these fast-growing industries, and no one is willing to lose any means or the way their opponents already have, and they need good people who know how to create and respond to the challenges of any competitor at any time, and many of the writers face the " Bing 10th troops at any time "situation. At the end of last year, a network of China's car rentals attracted a lot of attention, the reason is that the China car rental statement has a black PR on its slander, and quickly released a series of counterattack copy, one directly to the price angle of the gauntlet-"I do not compare with you in PR, you come with me than price", The car rental industry can not exceed the temporary China's low price as a competitive advantage, which through the temporary market passive to a new opportunity for advertising, the incident in the creation of the staff of the work must not.

A new perspective of business creativity

Transmission of a complete message, with the fastest way, direct language, is the electric business era of marketing outlets. From the advertising case of the world famous enterprises, it is easy to see their product positioning, innovation and characteristics of services, then here embodies a standardized, professional, low-cost advertising features, the reason for emphasizing the "advertising" two words, we should be clear, this is not a composition contest, nor blog dazzle the best venue, We are always engaged in the work for business, in the enterprise technology progress, product innovation, service upgrades at the same time, the details of marketing to be applied to the extreme.

"The day of spring and summer, rain and sunshine wrong shoulder, many small pleasures are forming happiness"-this is Taiwan's famous ZTE Department of a promotional copy of the event, as early as the last century, the department store's copy has been accepted by the local popular, people expect it to bring to a different image of the retail department to reshape, Later, many other industries in the advertising project is also from the Department of the copy inspiration to find a new marketing perspective. So to return to our online retail market, can observe this unique angle of business or businessman, is it time to talk to it?

How to recruit good copywriter

Remember, as a commercial copywriter, he is not only a creative artist, he is a salesman sitting in front of the screen, his job is not to devote himself to cultural creation, his job is to persuade people to buy products and recognized brands, he is the business elite, as the mailing ad copy John Tech pointed out " We are not doing original and original things, and we are often in the business of needing to reuse what works. "They can remake some copywriting, or reshape a phrase, but they need to have excellent thinking skills, a deep understanding of what business is, what they can bring to the business model, profits, goodwill, integrity can be the best, they are active love of life, they are the people who care for their families, They are often willing to explore a variety of knowledge for their dreams, they are even the director of the Department of enthusiasts, they can be love books, Love sports, Love romance, love music, any person full of rationality and sensibility.