How to write attractive advertising copy

How to write attractive advertising copy? Let's take a look at Bian Xiao's sharing today.

1, manufacturing scenario.

Can trigger users to build a scene, or let users think of your brand in a certain scene. It is always the first time to arouse users to understand what you want to express, arouse * * *, feel the selling point, bind the consumption scene and form an impression.

Step 2 enrich the details

Through real and specific details to mobilize people's senses, so that users have a good impression or interest, so that people have trust in the selling points expressed by the brand, because details can not be fabricated, details are more trustworthy and can better reflect the authenticity of the selling points.

3, including interest attributes

After all, everyone has pain points and needs, and different products have selling points of concern. What copywriters should do is to turn demand points into selling points, and then turn selling points into interest points.

4. Story copy

We should be good at creating a sense of lens and contrast, or through real details, touch users' emotions, make the copy more full and powerful, and seize users' attention.

Expanding the role of small knowledge advertising copy The writing process of advertising copy is a process of embodying creativity in a materialized form, that is, through written language, on the basis of advertising creativity. Copywriting can express the core of advertising creativity, convey advertising intentions, demands and commitments, shape corporate image and brand image, enliven advertising image and highlight content themes.

What kind of copy is a good copy 1, which is understandable?

Whether the copy is good, whether it is ideological, artistic and distinctive is not the most important. The most important thing is to make people understand, understand and understand the meaning first, so as to open the first stepping stone.

2, want to get

The first layer is that when users see this copy, they want to get the services or products behind it. The other layer means that users can think of this copy and the scenes behind it when they think of other scenes.

3. Say it out loud

Is to let users say it. If your copywriting threshold is higher than "shame", users will help you spread it. For example, "You are my Youlemei", "This is your Yida, no, it is your Yida" and so on.

Copywriting How to write an advertising copy 1, digest the information of products and markets, and then describe the products in no more than 20-30 words, which should include the characteristics, functions, target consumers and spiritual enjoyment of the products.

Then you should ask yourself, what should I promise to my consumers? This is very important, if there is no commitment, no one will buy your things. The more specific the commitment, the better. Don't write down promises that you can't believe. What is the guarantee of your promise? You should consider it clearly in the copy.

3, there is a core idea, this core idea is simple, second, it can be extended into a series of advertisements, and third, it is original, which can awaken many indifferent and indifferent consumers.

In a word, how to write 1 in advertising copy, the text can't be reduced any more.

Unlike headlines, headlines can be crossed, but the advertising language must be very concise. The more complicated your sentence is, the harder it is to remember and the harder it is to spread. Therefore, in order to make your advertisement easier to remember, you must compress it, and then compress the information you seek.

2. Pursue single-minded interests and then be single-minded.

Unlike a headline, it can be said that it is promotion, enterprise and product quality; Advertising language is very simple, there is no need to implant too much advertising information, and the less your appeal benefits, the better, the clearer the better.

Copywriting misunderstanding 1, creativity for creativity's sake

You can't be creative for the sake of creativity, and you forget the original intention of the beginning. The most fundamental purpose of copywriting is to convey effective value information. It is a practice to be creative for the sake of creativity without understanding the business intention of the enterprise. Even if the rhetoric is gorgeous and the content is eye-catching, it is also a failed copy.

2. The positioning of readers is not clear.

We often tend to ignore the industry background, reading hobbies, experience level and literacy pursuit of the target audience, so that the written copy does not take heart. Therefore, we need to carefully define and divide the target audience before writing, and write in a targeted way. Only in this way can it be targeted and more effective. Often the same brand has the same business purpose, but the target audience is different, and the copywriting style and writing routine will be different. In corporate copywriting, sometimes several sets of targeted copywriting will be written for the same business purpose, aiming at different audiences in different fields.

3, unclear logic, confused thinking.

Sometimes when you read a copy, you will feel that it is well written after reading a short paragraph. The wording and sentences are attractive and the skills are not shallow. But after reading a few paragraphs, I suddenly felt very tired and uncomfortable. There was a great leap forward and backward, and the coherence was not strong. I don't understand what the author really wants to express. This kind of problem is especially obvious for long-form copywriting, such as planning scheme copywriting.

Why is this happening? The reason is often due to the lack of logical thinking training of copywriters and the lack of careful thinking when building a copywriting framework. The best way to prevent falling into the misunderstanding of logical confusion is to apply clear logical copywriting framework routines and write them down according to the routines.

4. The title is too exaggerated

If the title is too exaggerated or even inconsistent with the content name, it will definitely make people stunned and blacken from now on. This phenomenon is particularly serious in the promotion of enterprise outsourcing. In order to improve the click-through rate, outsourcers exaggerate and attract attention. The spread rate and click-through rate have improved, but it is not worth the loss and will hurt the feelings of the target audience.

5. There are too many theories and lack of visual application scenarios.

Before writing a copy, we often learn, understand and comprehend a product or thing. When you start writing a copy, you will often get stuck in it, and you will think that users have already known and understood the product. Therefore, when readers read our copy, they often give feedback and can't stand it.

6. Lack of common sense knowledge about different types of business copywriting.

In business applications, we will come into contact with various forms of business copywriting. Different copywriters have different common sense or system requirements. However, many copywriters, due to the lack of systematic knowledge and basic common sense of different copywriting types, often make people laugh. For example, in the business cooperation scheme, too many colloquial words are used in the network, and too many fancy words are used in the summary report. Or lack of understanding of the purpose of various copywriting and the scenes described in the copywriting. Make common sense mistakes.

7. Use indecent words

In copywriting, we have more or less personal emotions, moods, words and deeds. Sometimes the copy will unconsciously bring in some insulting and offensive words. Many times, the author may not care or think there is something wrong. However, the consequences are often very serious, ranging from readers' aversion to blackening to social conflicts.

8. Always trying to convince others

Another common mistake in copywriting is always trying to convince others. Writing a copy with this burden often complicates a very simple point of view and demonstrates a certain point of view or something from various angles. This kind of copy will make people very tired to read, and because there are too many angles, there are many loopholes. Because there is no way to explain everything from one point.

Tools to improve copywriting ability books to improve copywriting 1. "Copywriter teaches you to persuade accurately"-robert bly

2. Confessions of an Advertiser-david ogilvy

3. Science Advertising+My Advertising Career-claude Hopkins

Creative advertising copy learning website 1, auntie those things

Internet promotion and operation knowledge sharing platform, focusing on the latest trends in mobile promotion and operation, website promotion and operation, campus promotion and Internet field. Its characteristics are originality, professionalism and human touch.

Website:

10, plum blossom net

The website with the richest content in China's marketing field provides users with marketing information, resources, cases and activities. Company products include media monitoring, advertising monitoring, public opinion monitoring, news monitoring, etc.

Website: http://www.meihua.info.