From another point of view, "keywords" were first used in online marketing, and are usually called optimized, accurate words that are conducive to search and promotion. Their characteristics are the words with the highest degree of user recognition, the words with the most natural combination and the words that directly represent a certain commodity. In the case that consumers can't patiently read a large number of text introductions, keywords have become the simplest and fastest way to identify. Although they are different from the visual impact of images, they can profoundly supplement the "sense of connection with themselves" that images lack and deepen users' memory of advertisements.
2. Misunderstanding of methodology
There are many ways to write a copy. I won't introduce theoretical topics such as Jiugongge thinking method or three-stage writing method here. Looking at the copy itself, "clear purpose" is more important than "advanced method", which is the most easily overlooked part of many writers. The direct purpose of copywriting is not dazzling advertising art, nor can it be compared with the unrestrained movie flowers (which can be formal). Although I think art is the soul of copywriting, reality warns businesses that no one can replace an ultimate goal, that is, sales results.
Copying is not a mechanical job, nor is it a project embedded with formulas. Very mysterious, but not unknown.
1, copywriting is not a slap in the face.
Brainstorming, also known as intellectual stimulation, is a collective training method of creativity proposed by Osborne in the United States. It's not the concept that some second-rate professors say "my mind is full of countless ideas, like a storm". Everyone needs time to enlarge their imagination, but the speed varies from person to person. Experience tells me that impulsive instant ideas are more suitable for discussion or communication, and the following writing should be well thought out. Look at ThinkPad's advertising slogan "Make your mind stronger" and bring the meaning of "thinking" into the advertising slogan. Similar to this creative process of turning an idea into words, we need to fully understand its content, significance and expected effect, and sometimes bring in a little fascinating pride-"stronger". In order to express "self" to the point, try to create words full of artistic conception and attitude with backward thinking order. As for our brains, they are used for thinking, not shooting.
An excellent business copy may make people laugh at life or sigh. It can be very innovative and full of life. You can listen to it naturally, find its form, and even try to communicate with it. You can firmly believe that it just attracts you. Do you think that if the above linkage effect can be achieved, there will be at least 50% success. Let every "you" find a sense of singing, which is the pride that copywriters yearn for.
* * * Ming case1:m&; M chocolate copywriting-"only soluble in mouth, not in hand."
* * * Ming case 2: a copy of hair dye water-"Did she use it? She is useless? "
Who is she? Who used it? Who's useless? One of the greatest benefits of writing a question is that people who read it have the opportunity to dispel their doubts for free. People are often asked questions in the process of receiving various kinds of education, so the creator knows that human beings grow up in the repeated process of constantly asking questions and solving problems, and his method is to seize people's curiosity and thirst for knowledge. We were all cheated. She must have used a certain brand to get natural beauty, so it's hard to say without a certain brand.
Avoiding formulaic doesn't mean being casual. It should define the market positioning and audience, and tell them in their language: what you can get/what kind of person you are/your relationship with us/whether your hope can be realized/you are the only choice/you have no reason to refuse ... and so on. It needs to accurately convey the "effect" to readers, and users will try to perceive their relationship with your product or brand, you know.
3. Copying is not equal to editing.
Copywriting and image * * * cooperate well. Only half of the tools are used to sell only by words, so images or graphic images associated with words can create a complete sales concept, which is more conceptual than the practice of describing commodity parameters only by words.
For example, Kraft Foods has an advertisement for housewives, which is titled "How to eat well with little money?" Undoubtedly, this is a problem. Editors are defined as professions that write descriptions of brands or commodities. The biggest difference between them and copywriters is that editors pay more attention to describing "self"-he pays attention to selling points, while copywriters pay more attention to describing the relationship between "self and others"-he looks for demands. From the editor's point of view, it is closer to "our food is delicious and cheap". From the copywriter's point of view, as I mentioned, "How to eat well with very little money?" Rather than simply saying that this is communication, it is better to say that this is a kind of thinking guide inspiration, introducing yourself and attracting users' attention that money and goods can also be exchanged well.
4, a good copy can be big or small.
An excellent copywriter can not only create a novel and practical combination of words, but also fight back in time and accurately in the current field of competition. Because you have to know that the lack or backwardness of any detail angle will be magnified in these fast-growing industries. No enterprise is willing to lose any means or methods that its competitors already have. They need talented people who know how to create and can fight back against any competitor's challenge at any time. Most copywriters are also faced with the situation of "defending the army for ten days and using troops at any time".
Just at the end of last year, Weibo, a network of Che Inc., attracted a lot of people's attention, because Che Inc. published a statement slandered by black public relations, and quickly released a series of counter-copywriting. One of them directly challenges the price-"I don't compare public relations with you, you compare the price with me", and sets the temporarily insurmountable low price of the car rental industry as a competitive advantage point, thus passively transforming the short-term market into new advertising opportunities and creating a copy in this incident.
A new perspective of commercial creativity
Passing a complete message, using the fastest way and direct language, is the marketing outlet in the e-commerce era. From the advertising cases of world-famous enterprises, it is easy to see the positioning, innovation and special service of their products, so there is a standardized, professional and low-cost advertising feature here. The emphasis on the word "advertisement" should make us clear that this is not an essay contest or the best place for bloggers to show off their skills. What we have been doing is for business. While the technological progress, product innovation and service of enterprises are upgraded in an all-round way,
"On the day of spring and summer, it's rainy and sunny, and many little pleasures are forming happiness"-this is a promotional copy of a famous ZTE department store in Taiwan Province Province. As early as the last century, the copy of this department store was accepted by the local popularization, and people expected it to bring a different image to the retail department store. Later, advertising planning in many other industries also found a new marketing perspective from the inspiration of ZTE department store copywriting. Then, if we go back to our online retail market and can observe this unique angle, should we talk to it?
Remember, as a business copywriter, he is not only a creative artist, but also a salesman sitting in front of the screen. His job is not to devote himself to cultural creation, but to persuade people to buy products and recognize brands. He is a business elite, as John Taihe, the copywriter of e-mail, pointed out, "We don't do original things for the sake of originality, we often reuse useful things."