Copy case herbicide this classic copy, when I saw the title, I thought ... [22]

Copywriting learning is inseparable from the combination of theory and practice. Theory can rely on reading, but where does practice begin?

This is like writing an article from imitation, imitation from disassembly, and disassembly is accompanied by copying.

Recently, I met a typical good copy in copying. But the technique is not perverse and weird, and it seems a bit outdated. However, important elements are not lost, and the style of writing is standardized and remarkable.

Let's take it apart and see what elements make this classic copy.

When they get an advertisement, the first thing most people see is a picture. And the picture of this advertisement has a hook in the title.

The following explanation: which is the weed seed? The new chemical herbicide can "feel" the difference invisible to the naked eye! Remove weed seeds and leave grass seeds to thrive! . There are important selling points here.

Combined with the title of "new herbicide, used in the morning and replanted in the afternoon", readers can't help reading the first sentence of the copy.

In his classic Copywriting Training Manual, Schumann emphasized:

All the elements in an advertisement first exist for one purpose, so that readers can read the first sentence of the copy-that's all.

Copywriting Training Manual Joseph Sugerman

For example, in English copy typesetting, the sinking of the first letter is also designed to attract readers' attention to read the first sentence.

It has been suggested that this product is a "new" herbicide, which stimulates people with new information. Secondly, it is emphasized that "replanting can be done in the morning and afternoon", emphasizing its high efficiency and high intensity. And not with the vague word "efficient", but concrete.

Metaphor is a way to express people's feelings more easily.

For example, to express affection, "No matter how big the world is, it is bigger than mom's love", but some people say that "No matter how big the world is, it is bigger than a plate of scrambled eggs with tomatoes". You can smile instantly and remember it firmly. This is a typical application of visualization.

The selling point of the title also takes advantage of an acquired desire in human nature, that is, the demand for efficiency. So this title seems simple, but it is actually a very strategic expression.

Use questions (pain points)+solutions. Now, gardeners have to wait a long two weeks to clear weeds. Our products can be used immediately without waiting.

Why? Because it can distinguish the difference between weeds and grass seeds without hurting the lawn.

Starting from the pain point here, let readers form a sense of identity in their hearts, "Yes!" Then put forward their own solutions, which is also the first formal commitment to readers, and commitment is the key element of trust.

The next paragraph is an in-depth introduction to the product mechanism.

That is to tell readers how my product works. Tell you in an easy-to-understand way and win your trust.

Corina Pu can weed you efficiently after you miss the early opportunity of weed seed germination. Secondly, it can also inhibit weeds that frequently appear in the lawn, inhibit them, and also inhibit competitors who grow food and water in the lawn. They are more nutritious and naturally grow better.

Introducing product mechanism is a necessary process. And this necessary process is also the key process to build trust.

Because if you can't explain clearly and simply, then you can't build trust. Can't bear the promise to readers.

At this point, if the reader agrees, customers still have questions about herbicides. Is it useful or not? How does it taste? Is it in tune with my machine?

Here, the emphasis is on the physical properties of the product.

After confirming that the essence of the product is weeding, we need to talk about its physical properties. Smell, texture, standard.

Here, the author also explains the convenience of use (it can be lifted with one hand). This makes people, no matter what level of education, understand at once.

Moreover, it also expresses a context close to readers. With familiar contexts and expressions, readers are more receptive.

Sugarman also mentioned in the book. Try not to miss the product performance that needs to be explained. Because if it is omitted, readers have reason not to respond to your advertisement.

It turns out that some features that copywriters think are unimportant, such as the thickness of paper and the size of the machine, are just the last imperceptible obstacle that many customers do not respond to.

However, for different products, their performance may need to be arranged in detail.

For example, an inkjet printer needs to be described in more detail in the copy, but for a book, this information can be weakened by its physical properties, such as instructions or short articles placed under pictures.

As you can see, the price treatment here is very simple and clear. Directly represented by numbers. The price anchor has not been set. There is no daily division.

The purpose of advertising is to stimulate action. Then the boot order is very important. Call to action is directly used here, so that you can use it immediately this spring and sell it at dealers all over the country. Moreover, once again emphasize the selling point of the product-high efficiency and easy to use, "you can replant at any time."

As for the action of guiding orders, in fact, the principle of scarcity is more cited now. For example, set a deadline, limit purchases, etc. Urge customers to place orders as soon as possible.

It can be seen that this advertisement, from typesetting to title, to product mechanism introduction, to order closing, is closely linked. Although it is relatively simple, the sparrow is small and complete.

What do you think is wrong with this case?