Today, let's take a look at what other manuscripts in history you have to know.
At the speed of 1.60 mph, the loudest noise of this latest Rolls-Royce car comes from the electronic clock.
This is the advertising title written by david ogilvy, the godfather of advertising and founder of Ogilvy & Mather, for the new Rolls-Royce at 1958. After 60 years, it is still a textbook-level classic and is regarded as one of the best novels in history. Ogilvy once said in his book Confessions of an Advertiser: "If your title doesn't attract the attention of the audience, it is equivalent to wasting 80% of the advertising fee." Ogilvy thinks this is the best title he has ever written. He said: "There are no gorgeous adjectives in this title, I just listed the facts."
2. Think small. -it is better to focus on small things. This is a series of advertisements made by Volkswagen for the Beatles in 1959. It is one of the most famous representative works of william Bernbach, the godfather of advertising industry, and has been rated as the best series of advertisements in the 20th century.
At that time, the American car market was all large luxury cars, and there was no market for small Beetle cars at all. What should we do?
Through this series of "think small" advertisements, Volkswagen has changed the inherent concept of Americans, made people realize the benefits of small cars, distinguished the Beatles from other competing products, and competed in different dimensions, thus opening up the situation.
3. You have never really owned Patek Philippe. You just look after it for the next generation. No one can really own Patek Philippe, just leave it to the next generation.
From 65438 to 0996, Patek Philippe, a famous luxury watch brand, began to use print advertisements with the theme of "generation", with warm and intimate family photos as the background picture, which linked products with family feelings and exuded strong appeal.
With the advertising model of "taking celebrities as the selling point and products as the center", the mainstream luxury accessories are swept away.
For more than 20 years, the advertisements handed down from generation to generation have new photos, new stories and new models every year. At the beginning, the little boy and girl in the advertisement already had their own children, but the slogan "No one can really own Patek Philippe, only for the next generation" has almost never changed.
This slogan travels through time and constantly promotes its concept: inheritance and immortality.
4. "What do you wear to sleep?" What does "Just a few drops of chanel no.5" wear when sleeping? ""Chanel No.5. "
Chanel no.5 perfume is one of the most famous perfumes in the world, and one bottle can be sold every half minute all over the world.
1960 Marilyn Monroe, the most famous American actress of that era, said in an interview with Jia Ren magazine, "Journalists usually ask me some questions. Like what to wear when sleeping? Pajamas? Pajamas? Or pajamas? "
I replied, "Chanel N5, because it's true that I only sleep in chanel no.5".
Marilyn Monroe's words made everyone deeply remember this perfume, and also made chanel no.5 a standard for every woman of all ages.
You said tomorrow yesterday. Not tomorrow, now!
In addition to the well-known "Just do it", Nike also has a very classic advertising slogan: Yesterday you said tomorrow, which just leads to the next sentence "Just do it".
Translated into Chinese, it probably means, not tomorrow, but now! How many "procrastinators" have been aroused in just four words.
This is the power of good copywriting, concise but direct.
6. Think from another angle.
"Think different" is Apple's most famous advertisement.
1997 when apple was on the verge of bankruptcy, jobs had just returned to apple and wanted to reverse the situation through an advertisement.
In fact, he did. The following is the copy of this video advertisement:
Pay tribute to those crazy guys, they are maverick, they are unruly, they make trouble, they are out of place, they don't follow the trend, they don't stick to the rules and are not satisfied with the status quo.
You can praise them, quote them, oppose them, question them, praise or slander them, but you can't ignore them.
Because they changed everything.
They invent, they imagine, they heal, they explore, they create, they inspire, and they push mankind forward.
Maybe they must be crazy.
Can you stare at a blank sheet of paper and see a wonderful picture? Can you sit still and hear beautiful songs? Can you stare at this planet and imagine conducting scientific experiments in space? We create tools for these people.
Maybe they are crazy in others' eyes, but they are geniuses in our eyes. Because only those who are crazy enough to think they can change the world can really change the world.
This advertisement touched the hearts of countless people, but also conveyed Apple's philosophy: the real innovators in history have different ways of thinking, and so does Apple.
These classic copywriting have the characteristics of * * *, which are concise and direct. There is no flowery rhetoric, just stating the facts to create a sense of the picture.
A good copy will travel through time and space, and it can still reverberate today after decades.
I hope you can write such a classic copy through continuous study and training.