When we talk about certain copywriting, we can clearly feel its style, which is a very successful performance of the copywriting. This article will analyze how to form your own copywriting style from three aspects. I hope it will be helpful to you.
When we do communication, we always talk about differentiation. What exactly is the differentiation of
? Is it possible that your copy can contribute to brand differentiation?
When talking about "drinking all the words that are difficult to say", you can think of the tough copywriter of Red Star Erguotou; when talking about "when you write the PPT, the Alaskan cod is surfacing", you can recognize it It’s copywriting that doesn’t stop; when you read “If you still need to know the price, turn the page, young man,” you can see that this is Neil French’s usual provocation.
Whether it is an article or copywriting, if you read it more, you can almost identify the style and whose masterpiece it is.
If your copywriting can make colleagues who are reading it exclaim, "This must be the copywriting of XXX", it proves that you have succeeded and already have distinctive personal characteristics and label marks. This is the result of differentiation.
Differentiation means that your work can be recognized by people when it is placed in a crowd.
Differentiation is also a way to establish your personal brand image. Because of its unique value, it is more popular.
Based on this, a unique copywriting style can create a unique brand image, create differentiated brand perception and communication methods, give products and brands personality, and create a sense of trust among consumers.
So, the question is, how to form your own copywriting style? And use this to help brands create unique personalities and create brand value?
1. First look at other people’s styles and feel what style is
Let’s not talk about copywriting for now.
In my mind, the best prose writer is Wang Zengqi . He is as light as water, as free as water, and as clear as water. When you read his prose, you can feel the light and light taste.
That's his style.
He wrote in "Human Plants": If you come to visit me and I am not here, please sit with the flowers outside my door for a while. They are very warm. I have watched them for many, many days.
wrote again: Life is like a dream, but what I invest in is true love. The world loved me first, and I can't help but love it.
He writes about food, which is also interesting and interesting:
It is a common practice for female students at the General Assembly to eat carrots . This is because the female classmates are also poor and greedy. The carrots in Kunming are also very delicious. The carrots in Kunming are light yellow, grow to more than one foot, are crisp, tender, juicy and sweet, and the carrot taste is not very strong. Carrots contain carotene and vitamin C, which is good for the body. Everyone knows this. I don’t know who suggested that carrots also contain trace amounts of arsenic, and eating them can improve your appearance. As a result, the female classmates ate more carrots. They often buy them by the handful and eat them. There are more than ten in a handful. They talked about the poems of Cristina Rossetti and the novels of Bronte, while squeaking carrots.
It seems that girls love beauty, which is natural. However, the one at Southwest Associated University seems to be more interesting.
When reading these articles, you can completely feel the author's natural tenderness. The writing seems light, but it always reveals a sincere love for everything.
This is Wang Zengqi’s unique taste!
If you have listened to the songs of Li Zongsheng , you can probably recognize the style of old men’s bad love songs.
- The oath of old love is like a slap/Every time you remember a sentence/You get a slap in the face
- Someone asked me where you are/I still can’t forget it after so many years.
- No matter how beautiful the spring breeze is, it can’t compare to your smile/ People who have never met you will not Understand
- Women are pathetic if no one loves them/Even if some people cry when they listen to my songs
- I still really hope that someone will chase me/Don’t care who I am
Read it carefully, if someone writes copy like this now, they will definitely not be able to pass the probation period.But that is Li Zongsheng, Li Zongsheng, the godfather of love songs in the Chinese music scene! Because of his own distinctive style, recognizable voice and lyrics, they jointly created the three words "Li Zongsheng".
Let’s talk about a few more people, and you may understand the meaning of style more easily. Li Bai and Wang Wei, Jay Chou and Fei Yuqing, Wang Xizhi and Yan Zhenqing, put these people together, you can easily tell who is who? Of course, there is no better or worse, but you can describe the differences between them. The perceptible difference between
is the meaning of style. Text style reflects the brand tone and is also the process of shaping the brand.
For example, Jiang Xiaobai’s copywriting is always youthful and melancholy, while Nike’s copywriting is always “competitive”. Comparing the two styles, the styles are completely different. However, they all interpret the brand connotation and spirit for their respective brand owners, and continuously strengthen the tone to form a distinct personality.
style refers to a representative and unique look. Copywriting style is the perceived attribute that presents the author’s uniqueness. The copywriting we create must be related to the brand value and continuously demonstrate the uniqueness of the brand.
2. Three elements of copywriting style, wording, sentence structure and emotion
The formation of all things is composed of a single component. The formation of copywriting style is basically composed of words, sentence patterns, and emotions.
For example, when we mention whose copywriting has the most recognizable style? You can definitely think of Li Xinpin. She has written more than N sets of copywriting for Eslite Bookstore, and has developed her own style of loving parallelism, stacking, and "big thunder and small raindrops".
Let’s look at a few examples first:
When she wrote about discounts, she used N number of parallelisms, found N number of images, and then substituted the core information.
Eslite Dunnan Store, a thirst for knowledge that never expires.
expired a canned pineapple n1, not expired b appetite n2,
expired a2 negative film n3, not expired b2 creative desire n4 ,
expired a3's PLAYBOYn5, not expired b3's sexual desire n6,
expired a4's old book n7, not expired b4's intellectual curiosity n8.
has a comprehensive auction event with 50% to 30% off. There are many goods, low prices, and fast supply.
knowledge has no shelf life. Welcome old and new knowledge to come and purchase old books in large quantities, which will be used for a lifetime. α
I added a formula, a=expired, b=not expired, n=pronoun, α=commercial information. You will find that this kind of contrast and parallelism is very similar to the writing style in ancient poetry and Chinese haiku.
She wrote about moving, using more than N names, and included product information.
Eslite Dunnan store moved:
Camus n1 moved, Marquis n2 moved.
Calvino n3 moved. Monet n4 has moved.
Lin Bulan n5 moved. Picasson6 moved.
Swedish KOSTA BODA stained glass n7 moved.
British WEDGWOOD bone china n8 has moved.
French HEDIARD coffee n9 has moved.
Dolls of all sizes are also moving with others.n10
Eslite Dunnan store moved on October 1, 1995. α
n=Pronoun; α=information point.
When she wrote product advertisements, she still used N parallel assumptions and then pointed out information points.
Spiritual books:
When n1 people no longer believe in the government, when n2 people no longer believe in love, when n3 Cold weather and depression go together Growth, when n4 Sanmao's suicide incident and the spiritual self-healing in the past and present life are mutually causal, when n5 spiritual books are selling rapidly with the increase in the number of frustrated people, if you want to rely on more than just Buddha or Christ, you can choose some Zen books Or spiritual books α.
n=Conditional hypothesis; α=Business information.When
first started learning copywriting, he watched Li Xinpin. She used her strong style to set an example for us (or it might be an unattainable lie): you can become an idol by writing copywriting.
But then I read a lot of copywriting and found that Li Xinpin’s copywriting is the best to learn. Because the beauty of her form is greater than the texture of the content, for this reason, I made a formula for Li Xinpin's copywriting creation:
n (NA+X) + α = Li Xinpin's copywriting
n represents the number of times, NA represents the same or repeated phrases, X represents different nouns, and α represents product information points.
Therefore, the main formal logic of Li Xinpin’s copywriting is the main combination of the same sentence structure + product information points.
In my opinion, the beauty of her copywriting is greater than the texture of the content. With a strong sense of form, a very intense reading experience, and a strong personal style, people will be swept away by her style. But if you think about it carefully, it seems that it is all a pile of emotional feelings. Without human insight, it is difficult to stimulate. It hurts.
For example, in my daily work, I often imitate Li Xinpin’s copywriting. Let’s first look at the following copywriting for the opening of the Eslite Nanjing store:
The opening of the Eslite Nanjing store – discovering the new flavor of Nanjing East Road
left the meeting and found it quiet Happiness, leave the strategy to discover the happiness of creativity,
leave colleagues and discover the happiness of peace, leave rights and discover the happiness of security,
leave the Internet and discover the joy of ignorance, leave the keyboard and discover the joy of writing,
leave the dinner party and discover the joy of delicious food, leave the office and discover The joy of newness.
Food, coffee, cosmetics, accessories, bookstores... Discover the new flavor of Nanjing East Road.
On October 12, the Eslite Nanjing store fully opened.
When I was working on an underwear proposal and comparing the draft , I copied Li Xinpin’s copywriting. Because the product is a wire-free bra for women with small breasts, it advocates the values of "breathing freely" and being free. Therefore, in terms of form, I also used a lot of parallel sentences to compare the two states of a girl at home and in the office, so that she can be freed from another way and enjoy her true self.
was first written for women in the workplace:
Leave the office and discover the freedom of life
Leave the general manager and discover the freedom of addressing
Leave business attire and discover the sexy freedom
Leave high heels and discover the freedom of walking
Leave the smoky makeup and discover the freedom of beauty
Leave the outer beauty and discover the inner freedom
Leave the eyes of others and discover my freedom
Leave and discover
Leave the steel ring underwear
Discover the freedom of Huxi
4 The second article is for mothers:
Leave the children and discover the freedom of women
Leave the kitchen and discover the freedom of romance
Leave the family and discover the freedom of independence
Leave the husband and discover the freedom of loneliness
Leave the group chat and discover the freedom of quietness
Leave the shackles and discover the freedom of enjoyment
Leave the noise of others and discover my freedom
Leave and discover
Leave the steel ring underwear
Discover the freedom of humiliation
Compare carefully, you will know that these two copywritings are completely imitated by Li Xin frequency style.
First, I borrowed her words. Find a word (leave-discovery), use "leave-discovery" as the basic skeleton of the copywriting, and construct the basic form of your own copywriting. In Li Xinpin’s copywriting, we see that she uses “leave” to separate “meeting” from “quietness”, forming a form of hedging. The hedging method of
is reflected in the form of sentences. Through analysis, we found that this copy uses "Leave XX and discover the happiness of XX" as the basic sentence pattern, and the two nouns before and after are in an oppositional relationship, so you basically understand her sentence combination method.
understands the copywriting, and the core of imitation is to find the emotion or taste.
Li Xinpin is good at applying various different images or nouns to create an overwhelming reading sense.I said above that she is "big thunder but small raindrops" because her copywriting is preceded by many allusions, images, and nouns, which looks grand, but at the end of the advertising information point, it is all very small information. That’s why it’s called “the thunder is louder and the raindrops are smaller”. To find her flavor is to find those emotional words, let a lot of words flow into your mind, and then you can smoothly write the copy you want.
Just like singing, dancing, and painting, copywriting itself also has different styles and characteristics. As long as you grasp the characteristics and styles, you can freely control different writing styles and become a versatile expert to cope with different needs in the work environment.
3. First imitate and then create, looking for unique taste
Whether it is the study of calligraphy or painting, most people start by copying. After painting a basic Rembrandt, my sketching skills suddenly improved; after copying Wang Xizhi countless times, I began to become proficient in calligraphy; after playing 100 songs on the guitar, I basically learned it.
You will find that our learning process is a process of imitation and re-creation, and the same is true for copywriting.
Take the work of a copywriter you like and read it carefully until you can blurt it out. This is the first step.
Take the copywriting of leader Chen Shaotuan as an example: "The best answer is not on the familiar road" "There is no certain height, so it is not suitable for such a low profile" "The degradation of edges and corners is the tragedy of this era, fortunately there is Cadillac" and so on, These texts are basically familiar.
The second step is to imitate. I remember a previous car pitch. In order to reflect the performance of the car, I borrowed a copy written by the team leader for Vanke, "Thank you for the ice peak, thank you for the storm, thank you for the cliff, and thank you for the lack of oxygen."
The form of this copywriting allowed me to compare car performance with some things in nature, so I wrote this copywriting:
Thank you Lightning
for comparing the pleasure of driving at high speed
Thanks to the storm
for letting me understand the roar of the engine
Thanks to the lack of oxygen
for making me forget the flickering heart palpitations
If I had not read the copywriting of the group leader, I would definitely lack a lot of inspiration for writing. Of course, this is just a learning process.
"Imitate first and then create" is the logic behind the emergence of almost all new species. For copywriters, imitation is just the beginning. If you want to form your own style, you also need to innovate your own wording habits, sentence combinations, and emotional expressions.
This is the real way to grow as a copywriter.
In fact, copywriting is just a tool for expression. Ultimately, it still has to serve the writer’s thoughts.
Think about something before you can say anything and write it down. In the advertising world, copywriting must ultimately be a small tool that serves creativity and strategy. However, the style of copywriting can indeed shape the style of the brand, and ultimately contribute to brand recognition and differentiation.
#Columnist#
Qu Tailang, WeChat public account: Qu Tailang (ID: qutailang1991), everyone is a product manager columnist. An advertising person with 5 years of experience in copywriting and planning.
This article was originally published on Everyone is a Product Manager. Reprinting without permission is prohibited
The title picture comes from Unsplash, based on the CC0 agreement
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