Three years experience in advertising copy planning

Personal experience slogan should be consistent with:

1. Concise, vivid and catchy

Don't be too profound or play word games. Our advertisement is not for literati to write poems, but for the general public and ordinary people.

3. Try to avoid polysyllabic words and other homophones that are easily confused in the text, so that it can not only be transmitted between radio advertisements and the public, but also be directly related to words from advertising languages.

4. Unjustified, direct and simultaneous satisfaction can reveal the following three categories of information services/products, brand characteristics, and if necessary, it is best to add brand names.

5. Don't write short sentences with the length of 10 or dialogues with a total of 20 words in rhyming format.

Words should be able to show the proliferation services and added value you provide.

For example, technology is people-oriented, green and healthy, and new life makes your life easier. What we sell you is not only a product, but also a concept of life.

The first half tells people what products you offer, and the second half tells them that we offer more than just what.

Many big brands like "don't take the usual road", "just do it" and "anything is possible" all want to express the same meaning. From providing only the products themselves to buying our products, we provide you with a life concept, a life attitude and all-round services. Of course, people are international brands, and we know what they are selling. People even omit the first half of the sentence, but the reason is the same. Although we know that you can get "more laughter" and "more happiness" just by buying a hamburger at McDonald's, every time you see this advertisement, you will still feel that you are spending money to buy more than one hamburger, but the purpose of the advertisement has been achieved.

What are CBD properties pushing now? "Garden-style green living environment" and "fashionable urban living space" want to provide owners with not only a place to live, but a living space and living atmosphere.

Know what your customers are thinking, get close to their ideas and you will stand out.

It is suggested that bright pictures of fashionable life (clean metal tableware, bright green plants, neat room photos) combined with clean and high-end fashion brochures will definitely leave a clean and artistic feeling and bring out the feeling that "we provide a brand-new healthy living space instead of just cleaning services". Although the cost is high, I believe that the other property company is faced with such a brochure and a small advertisement, and a few phone calls can print out a fuzzy cleaning knot.

To tell the truth, we often give people this kind of brochure, which has a good relationship with the printing house. We charge more than 1000 copies of typesetting fee, which is only one or two pieces on average. We send out hundreds of copies to make a business, and all of them come back. What's more, things with good printing quality are easier to put in drawers, and people who make small advertisements usually take them away and throw them in the trash can.

According to statistics, no matter whether it is a street sign or a TV broadcast, the advertising language only stays in the memory of customers for a few seconds at that time, and no one will write it down to study what a word is and what it means. In a few seconds, if the customer doesn't understand what you are offering and what your advantages are, he will forget the advertisement (because the following new information comes in again, and we live in an era of information explosion).

More words, more words, at least make you worth it, right?