is actually no secret, it’s very simple, just four words.
But we have to start from the beginning.
In an advertising company, there are two positions: copywriting and planning, and they are responsible for handling text-related work.
planning is mainly responsible for helping enterprises formulate various strategies: marketing strategies, brand strategies, communication strategies, promotion strategies... No matter what strategy it is, it is to comprehensively analyze the various business conditions faced by the enterprise, point out key issues, refine core concepts, and point out the direction for communication and promotion.
The main office software used in planning is ppt.
copywriting, based on the direction and concept provided by the planning, create creativity and use words to vividly express the company's business strategies and brand appeals. Copywriting is responsible for creating various creative texts such as slogans, titles, themes, graphic copywriting, video copywriting, soft articles, and public account articles.
copywriting mainly uses word and pencil.
From this division of labor, we can see that
copywriting does not mean planning, and copywriting is not subordinate to planning.
copywriting should be a creative expression of strategy.
But it is bad. Many people do not see the word "creative", turning copywriting into a direct expression of strategy.
treats strategy as copywriting, and countless bad advertisements were born.
Just share it. These are a few advertisements I took while on a business trip.
slightly positioned on healthy settlement, and the board is good, no problem.
But the copywriting directly tells the strategy, which is very mediocre and has no motivation.
strategy is aimed at young people for their dreams and youth, which is OK.
But the copywriting directly uses dreams and youth, which is so big that it is endless. After reading it, I really don’t understand what the Internet information can do for my dreams, and it can’t arouse my desire to download it.
strategy talks about quality, which is good.
copywriting directly says that the quality of life is high, I can't feel it. There is also this 1 degree, but I haven’t understood what it means for a long time (I guess it’s cold chain logistics, keeping the beef fresh at 1 degree).
So tell me, how is bad copywriting made?
is a big part of the reason that uses strategy as copywriting and directly tells the strategy to consumers.
Why is this inappropriate?
First of all, the objects they are oriented towards are different.
strategy is written for corporate insiders, especially corporate bosses.
copy is written for consumers to read.
No matter what your strategy is, no matter how powerful your strategy is, consumers will eventually see the advertisements placed by the company and the copywriting on the advertisement, and they will not see your PPT.
Secondly, because the object orientation is different, the language styles of the two are also different.
Strategy is a business language, full of various industry terms, technical terms, vision, mission, strategic goals...
Therefore, the strategic concepts of many brands are usually very abstract and grand, such as quality, health, safety, service, luxury, taste, youth, dream, happiness, leading the brand, a better life...
But copywriting should be consumer terms, striving to be simple, plain, direct, and not talk big, empty, or clichés.
Finally, the two have different ways of thinking.
strategy is to comprehensively analyze various business phenomena of the brand, then summarize the core strategy and refine the concept of communication.
This is the induction method.
, and copywriting is to creatively interpret the condensed brand strategy, presenting the strategies that the company wants through concrete people, things and scenery.
This is the deduction method.
strategy is abstract refinement.
copy is a concrete presentation.
bad copywriting means that the business language has not been converted into consumer language, and the copywriting is directly applied to the strategy.
As a result, many abstract and grand vocabulary, concepts, or profound professional terms appeared, making people feel helpless.
For example:
Good copywriting is to visualize and creatively transform the grand narrative strategy.
Use small details to express large quality and high performance services, use small stories to convey abstract and broad emotions, and use small cases to present grand and mysterious corporate spirit principles.
strategy is big,
copy is small.
, you have to write it in small pieces.
See the big one from the small.
is the ultimate secret to writing good copywriting.
BBH's ECD Chen Yijun said:
"If you are very humorous, then don't tell your consumers that you are very humorous, tell them a joke."
If your strategy is to create a humorous and optimistic personal image, then your copywriting should be to tell more jokes.
If you just tell people everywhere that you are very humorous, then others will only think you are bored!
Copywriting: Use users’ stories to convey the brand’s great sentiment.
treats strategy as copywriting, it should be like this:
wholeheartedly, just because you understand you.
Good copy is like this:
I want to measure the world step by step
I pay for my dreams and care about every effort.
I have said love words to many girls, but you are the only one who makes me used to buying breakfast for her.
gives for true love every effort is caring.
Thousand miles away press the "payment" button for the water and electricity bill for parents every month, as if I had never finished it.
pays for concern and care.
Youth 18 is a limited railway ticket used by the JR Railway in Japan during the winter and summer vacations. You can take the JR line train nationwide in Japan and choose at least 5 days/time in one season. It cannot take Shinkansen or express trains, but it is especially suitable for tourists who slow down and visit Japan in depth. Therefore, it is mainly aimed at young students on holiday, so it is called Youth 18.
Big strategy: convey the spirit of starting when young, and attract young people to embark on a journey.
Copywriting: Use monologues similar to a sentence of young people to present
Treat strategy as copywriting like this:
Because I am young, I set out.
The good copy is like this:
Even if no one hears it, it is also very good.
How can you think about life in your own room?
Have you ever had any thoughts when you got off at a certain station without thinking?
Go and find the blue bar at that moment
The first time I travel alone, I will never forget
Don’t just say “Everyone is always a good friend”, just now, let’s go together
Big strategy: praise family affection, praise fatherly love, arouse user resonance, and establish a warm and emotional brand image.
Copywriting: Don’t write anything like "Time is like a song, father’s love is like a mountain" and "father’s love is like wine, the longer the more mellow the mellow". Just write it in small pieces.
Treat strategy as copywriting, it should be like this:
Father's love is like a mountain, touching you and me.
Good copy is like this:
Dad can't help, he can only make some love for you.
comes from a short story in the 2017 Vipshop 128th Anniversary Tears-jerking blockbuster "Can't Open a Mouth", the father came to the city to visit his daughter. The daughter was busy working overtime and didn't bother to greet her father, so the father quietly cooked a table of delicious food and left and went home.
If you ask me
What is the most important car in the world?
That is definitely not what you can see on the road
That night, I had a high fever, there was no hospital in the village
Dad carried me on his back, walked across the mountains, and crossed the water
Walked from the village to the hospital, Dad's Sweat wet the whole shoulder
I think the most important car in the world is
-Dad's shoulder
Today, I bought a car
The first thing I want to say is
Dad, I'll take you for a walk. OK?
Chinese car, always look at dad's shoulders
Chivas Father's Day classic copy:
Because I have known you for a lifetime
Because a red RUDGE bicycle once made me the happiest boy on the street
Because you allowed me to play crickets on the lawn
Because your checkbook is always busy with my support
Because our house is always full of books and laughter
Because you have paid countless Saturday mornings to see a little boy play rugby
6 Because you are sitting at the table and working and I sleep in bed for countless nights
Because you never talk about birds and bees to embarrass me
Because I know there is a faded clipping in your wallet about me getting a scholarship
…
Because today is Father's Day
Because if you are not worth giving gifts like CHIVAS REGAL
Who else is worth
In addition to copywriting, let's talk about two more ideas.
One is the China Merchants Bank credit card advertisement "No matter how big the world is, it is not as big as a plate of scrambled eggs", which was flooded with the screen in 2017. It uses a plate of small scrambled eggs to express the deep feelings of maternal love that is greater than the sky.
One is the Taiwan high-speed rail advertisement "Buy Fish" which uses a very small detail to convey great love.
Big strategy: deliver a statement of women's clothing for Taobao women's clothing channel, so that women can find their inner self through clothing.
Copywriting: Give examples to illustrate the little thoughts behind each piece of clothing and interpret the voice of women.
treats strategy as copywriting, it is like this:
suits life and wears true self.
Good copy is like this:
The little lace of the loli style, what you desire is not your protection, but your possession;
A fresh white dress, what you expect is not a hawthorn tree, but a reckless young and dandy;
A black stocking commuter outfit in the workplace, what you shout is not about independence, but about shoulders;
A black ultra-short dress is not a common way of dressing, but a vanity that can not win but never lose;
A woman’s truth never talks about her, but only wears it on her body.
Clothes are the most moving language
Taobao women's clothing
Big strategy: Express the spirit of exploration of the National Geographic Channel
Small copy: Use a personal specific behavior, a common spoken word, to answer a grand proposition: Why do people live?
treats strategy as copywriting, it is like this:
explores life and discovers life.
Good copy is like this:
If you are alive, you breathe
If you breathe, you speak
If you talk, you ask
If you ask, you think
If you think, you explore
If you explore, you experience
If you experience, you learn
If you learn, you grow
If you grow
If you expect, you discover
If you find, you question
If you question, you ask
If you question, you ask
If you ask, you understand
If you understand, you know
If you know, you want to know more
If you want to know more, you live
National Geographic Channel, curiously live
Big Strategy: A Taiwan NGO organization called on the Taiwanese people to unite against a government's real estate development plan in 2007. In order to convey to the people the natural crisis of commercial development, a poster needs to be made.
Copywriting: By listing a series of specific tangible consequences, it successfully aroused the public's disgust with this development project, which eventually led to the miscarriage of the development plan.
If you agree to excavate Su Huagao, please raise your hand!
There is a paragraph in the article written like this (about the consequences of development):
First, you will get a 40-minute journey to the center of the tunnel. When the car drives out, you have missed the beautiful world of the clear water cliff.
Come again, you will get the soaring "pollution source index" and "carbon dioxide emissions" and a polluted wasteland truck will drive out in less than 30 seconds during the construction period.
Of course, you will also get a highway that causes serious earth and rock flow and large amounts of collapse danger through 17 "environmentally sensitive locations".
Finally, Taroko Canyon, which has been qualified to apply for World Cultural Heritage, will lose its right to compete forever.
…
May I ask, is this what you want?
Big strategy: convey quality
Small copy: talk about details
Treat strategy as copywriting, it is like this:
4 noble quality, extraordinary control.
Good copy is like this:
Title: This is the number of times we check VW
Copy:
These are part of the OK that our cars get in the factory.
(OK and NO are easy to distinguish, you can only see one NO forever.)
We hired 5857 people, and their job is just to find out the problem of being said to be NO, and NO is NO...
A visitor from Brazil asked us, what will we do with the roof of a newly built car? The depression was easy to flatten, but our approach shocked him.
We rolled the roof into iron blocks and threw it into the scrap iron pile.
We have eliminated many VWs,
only because of some minor problems that you may never notice. The degree of fit of the inlay panels in the roof, the final spraying of the door side columns...
In the final inspection alone, each VW must pass 342 inspections, and there is no objection vote.
Everyone knows the truth, why are so many bad advertisements still born?
This is because
first. Although there is huge difference between copywriting and planning, many advertising companies usually only set up one position - copywriting planning , and copywriting and planning are all thrown to one person, which leads to the silly distinction between strategy and copywriting.
Of course, it’s okay to do both copywriting and planning, but many people just think of the strategy and use the concept as copywriting to make the manuscript, so the advertisement becomes a bad street.
This may be a lazy mind, or it may be a failure to realize that the two are actually completely different ways of thinking.
Second, as mentioned earlier, the strategy is within the enterprise and the copywriting is for consumers.But before the copywriting is shown to consumers, it must be shown to the business owner. If the customer fails to pass, the consumer will not have the chance to see it.
So in order to pass the manuscript, many copywritings become written for customers rather than for consumers. Although customers are also human, it is difficult for them to objectively view their own products from the perspective of an ordinary consumer.
In order to fully express the business intentions of the company and cater to the aesthetic preferences of business owners, the copywriting is filled with various grand and abstract "big words".
But copywriting is not a philosophy class, and does not require so many terms, concepts, and principles; copywriting is not a literary class, and does not require gorgeous rhetoric, complex sentence structures, and careful choice of words and sentence making.
What ordinary consumers want to see is actually something that is real, sensible, flesh and blood, and very close to their lives. Only by writing the copy in small can consumers feel immersive. Only when consumers bring products into their own life scenes and begin to imagine the beautiful feelings after they have owned the product, can they develop the desire to buy.
strategy can be considered in the big picture, but copywriting must be written in the small picture.
See the big one from the small, this is the ultimate secret to writing a good copy.
It starts with the imagination of advertisers, but ultimately depends on the imagination of consumers.
Note: The author of this article is Cactus Chat, which comes from Meihua.com.
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