The basic structure of Chinese is words, followed by words, and then sentences, paragraphs, and articles.
But as far as advertising copywriting is concerned, many of them use sentences as the basic unit, such as some common TVC copywriting or poster copywriting.
like the copywriting of the kitchen:
Only love and food cannot be disappointed
or BMW Mini's copywriting:
Don't talk about the mountains you have climbed, there is only the morning rush hour.
So as a copywriter, how can we write such beautiful copywriting sentences?
. 1 Guiding Principles: Yan Jian Yifeng
Yan Jian Yifeng , which means using as few words as possible to express the maximum information.
This is a fine tradition of Chinese writing and the highest guiding principle when writing copywriting sentences.
For example, as mentioned above: "Don't say that the mountains you climbed have only morning rush hour", is Yan Jian Yifeng's textbook case. This sentence has 12 words in total, which has been reduced to no word, but its meaning is full and complete.
or Volvo's copy: "Don't rush to experience the road" , the same is true for simple and meaningful. All words have their own functions. None of them is redundant, but the meaning is full and complete.
In addition, "Yes are simple and meaningful" is also a mutually restrained relationship. On the basis of concise words, must also ensure that the "meaning" is full.
We cannot overcomplicate the sentences just because we want to increase the information density, nor can we harm the integrity of the meaning in order to make the sentences simple.
So under the premise of "simple words and rich meanings", what methods can we use to make the sentences more beautiful?
2. Use simple sentence
The simple sentence here specifically refers to two aspects: one is semantic simplicity, and the other is structural simplicity.
is semantically simple, that is, only expresses one core in one sentence, and then enriches information on this core to make the emotions full.
Some sentences can of course contain two cores, but you must make sure that your writing style reaches the level of Muxin. The simplicity of the structure of
is to keep the sentence structure simple. Try not to use complex sentences at , and do not cause too many twists. If you can, it is best to use to state the tone, and in the middle of the sentence only contains two commas at most.
Because you want readers to remember and spread, you must make the copywriting easy to be repeated. This is the so-called "information fluency". The stronger the information fluency of the copywriting, the stronger its anti-forgetfulness and dissemination.
Naobaijin 's "No gifts will be accepted during the holiday this year, only Naobaijin will be accepted" is a representative work of information fluency.
There is also Nike's copywriting:
Don't waste any water except sweat.
Sunde 's copywriting:
Every era
Secretly rewards people who can learn
. Embed "disharmonious" words
above we talked about the fluency of information, which is the basis of a good copy sentence, but the next problem is:
Information that is too smooth will be ignored.
So we can add some less harmonious word elements on a smooth basis.
These word elements can not only attract more attention from readers, but also induce readers to think further.
Let’s see Wu Xiaobo has a book called “ Wastes life on beautiful things ”.
The "waste" here is a discordant word. It is not so smooth in this sentence, and the matching method is not common - how can you use the word "waste" for beautiful things?
But if we savor it carefully, this word is logically meaningful in the sentence, and the more we think about it, the more interesting it becomes.
Qimei LCD TV copywriting: "There is a monster in the world that specializes in breaking up parent-child relationships, called Growing Up" . The "monster" in it is also the same discordant word.
ZTE Department Store "Clothes are the last beautiful environment of this era" , "environment" is also a not very harmonious word.
But there is one thing to remind you here is that "disharmony" does not mean "irrational".
The lyricist Chen Nanxi has a sentence called "The lips are bright but the sunset at the You hour" . Although it is a not very harmonious expression, after further thinking, you will find that its logic is smooth - the red of the "lip" and the red of the "sunset at the You hour" are indeed as bright as the red of the "sunset at the You hour", so this is a good sentence.
But if it is changed to "The lips are not as bright as the floor under your feet" , this makes people ask the black people's question marks, because it doesn't make logical sense. What's the relationship between lips and floor?
or Xu Shunying's "Clothes are the last beautiful environment of this era", if it is changed to "Clothes are the last beautiful rice bowl of this era", it is logically unreasonable, and people cannot understand the middle principles.
so the words can be disharmonious, but they must not be misunderstood.
4. Contains strong emotions
Wharton marketing professor Jonah Berger said:
Just add some emotional elements that have arousal effect to stories or advertisements, it can inspire people's willingness to share.
sentences with clear emotional orientation can not only resonate with readers, but more importantly, it can stimulate readers' desire to spread.
This is why Mimeng articles are so emotional. It also explains why classic sentences usually appear in statement , because the meaning and emotions of the statement are the most intuitive.
For example, the sad copy that was widely circulated some time ago is not very creative overall, but it just adds the sad mood to the copy, which actually resonates with readers and forms a good communication.
There are actually no expensive things in the world
only things that I can’t afford
No one can make you give up your dreams
You will give up your dreams
Of course, most commercial copywriting is mostly based on clear positive emotions.
For example, DingTalk's copywriting is full of high spirits:
People who actively compromise are not worthy of luck
others only see me miserable
but I understand my sense of mission
loser
not embarrassing
fear
. Control the rhythm and rhythm of sentences
In the previous article "How to write a stunning and stylish copywriting 2 (Sense of Rhythm)", the importance of rhythm for copywriting was discussed.
First, rhythmic and rhythmic copywriting is more conducive to memory.
For example, we can easily recite ancient poems like " looking up at the bright moon, thinking of hometown ", or parallel prose such as " Falling clouds and lone wild goose flying together, autumn water and the sky are the same color ", but it is difficult to recite a prose.
Second, rhythmic and rhythmic copywriting is more conducive to dissemination.
Songs such as children's songs can still be passed down by word of mouth after decades.
In commercial copywriting, we can also learn ancient poems or parallel prose in the same way. By controlling rhymes, tone (tones) and word count, the text becomes rhythmic and rhythmic, allowing readers to read more smoothly, and more "sticky" when disseminating.
Common methods are:
1,
,
This is one of the easiest techniques to make sentences have a rhythm. If you look at "China New Rap" more, you can quickly improve this skill.
The steps in my heart determine the way forward. ——Mazda
There is no way to go in life, every step counts. ——New Balance
Those innocence in the eyes of others are all my crazy running with my dreams. ——Huawei
2, Symmetrical sentence pattern
Of course, we can also use higher-level "parallelism", but you don't have to over-examine the part of speech and tone when writing copywriting. Symmetry of sentence patterns can achieve good results.
Don't leave the wine in the glass, don't keep the words in your heart. ——Luzhou Laojiao
There are more and more social engagements, and fewer and fewer friends are interested in it. ——Tmall Wine Festival
Time creates classics, and time creates eternal eternity. ——Valentino Suit.
3, thimble
is the last word of the previous sentence, which is the same as the first word of the next sentence. Since the upper and lower sentences contain the same words, it is also very smooth to read.
This year, no gifts will be accepted, only Nao Platinum will be accepted. ——Naobaijin
Poor people become rich because of books, and rich people become rich because of books. ——Yonghan Bookstore
4, Pastoral
Change the same vocabulary in the context to produce a sentence pattern with the beginning and end. Many ancient literati once used "pastoral poetry" to show their writing skills.
Clothing is a kind of clever politics, and politics is a kind of clever costume. ——ZTE Department Store
If you have a "hobby" to write, writing will become your hobby. ——Host pen copywriting
is not reality that supports your dreams, but dreams that support your reality. ——Peking University promotional video
Of course, in addition to the above listed, there are many methods to make the copywriting have a sense of rhythm and rhythm. You can read more books and articles that are more exquisite in rhetoric.
After writing the copy, we can also try to read it aloud a few times to test whether the copywriting sentences we wrote have achieved the ideal results.
. Expression of "creative"
The essence of creative work is actually to reconnect things that others cannot associate with according to some logic to create different expression methods.
The big boss of real estate copywriting Feng Xindong also said:
Creativity should have ‘creative opposite sex’!
The more important thing about creating the opposite sex is: don’t repeat our common lives.
To sum up, the key to creative copywriting is to to abandon people’s clichés under inertial thinking and use brand new thinking to interpret, connect, and express things.
For example, when expressing women's demand for clothing, if "women always feel that they are not wearing enough clothes" , it is a cliché and has no creativity, because many people will have similar ideas and expressions.
And good creativity is to get rid of people's thinking inertia and express the same theme innovatively, such as:
Women's wardrobe always one piece of clothing
or Xu Shunying's "Grandmother's Wardrobe" TVC copy "Buying two good clothes a year is moral" is also "creative", because few people will associate "buying clothes" with "morality".
For example, ordinary people will not think of connecting "red carpet" with "stone road", but Vanke thought of -
If you are used to stepping on the red carpet, you will dream of stone road
Ordinary people will not associate "war" with "rose", but Guangyao City thought of:
women start war, and men use roses to reconcile.
. Bind a certain value or humanistic spirit
The above discussion is mostly technical expression skills, while "values" are the core of the copywriting.
Marketing Master Kotler said in "Marketing Revolution 3.0":
Marketing 3.0, that is, the rise of the value-driven marketing era. In this new era, marketers no longer regard customers as merely people who consume, but as complete human individuals with independent thoughts, minds and spirits.
…
Marketing 3.0 has raised the marketing concept to a new level that focuses on human expectations, values and spirit. It believes that consumers are complete people with independent consciousness and feelings, and that any needs and hopes of their own cannot be ignored. Therefore, Marketing 3.0 combines emotional marketing and humanistic spiritual marketing well.
. When this phenomenon is reflected in the copywriting, you will find that many popular copywriting sentences are almost all related to a certain value. This value may be a brand value or a certain social trend.
For example, Xu Shunying's "I feel disgusting if I don't shop for three days" is the consumerism promoted, and the social background at that time was also the era when consumerism was prevalent.
adidas' "Not a coincidence, this is me" promotes individualism, which is also a new trend of thought in modern times.
For example, the inherent homeland complex of the Chinese:
Leave, you become an adult from another country.
Return, you become a child who returns to your hometown.
After leaving home, he started going home.
Vanke's large number of copywriting and sentences have a strong humanistic spirit. For example:
Remove the wall in your heart,
You will find the original flavor of life.
Life is a journey that keeps going, and
is the best support.
In an era of rich bread,
The hunger thing is often the spirit.
. Summary
above are some techniques for writing beautiful copywriting sentences. The core is to make the sentences strong internal tension and the information conveyed smoothly. If you want to do these two points, you can try the following techniques.
. Yan Jianyifeng: Use as few words as possible to express the maximum information density.
. Simple sentence structure: one is semantic simplicity, and the other is structural simplicity.
. Add some less harmonious word elements to the simple and smooth sentence structure.
. Sentences that clarify emotional direction can not only resonate with readers, but more importantly, they can also stimulate readers' desire to spread.
. By controlling rhymes, tone (tone) and word count, the text becomes rhythmic and rhythmic.
. Good creativity is to get rid of people’s thinking inertia and innovatively express the same theme.
. Bind a certain value or humanistic spirit.
