How to write the copy?

Writing a copy should be designed according to the feelings of the target users, understand the users' thoughts, and use visual text description to influence the users' feelings.

1, with a clear sense of object.

In the simplest language, copywriting is a way of communication, the core of which is to find the right person and say the right words in the right way. Writing is for people to see, so you must have your own imaginary object, and feel that TA is sitting in front of you, and you are explaining what you want to say to TA. Only in this way can the written copy have a real sense of picture.

2. Use visual analogy to find out what users are familiar with.

People are inherently insecure and have a resistance to strange things, not to mention a sense of picture. Each of us is used to understanding new things with the inherent cognitive structure. For a person who has no background knowledge at all, a lot of descriptive language and repeated explanations will make him completely lost.

3. Use metaphors to make words more vivid.

Learning to use more examples and metaphors is a good copywriting habit, which will make your "conversation" with users more natural and interesting. The figurative rhetoric of metaphor is actually to explain or describe abstract, abstruse and unfamiliar things and truths with concrete, simple and familiar things and truths according to the similarity of things.

4. Use more details and avoid abstract and vague words.

When you write a copy, you must talk more about the details. A bunch of abstract and empty words will only make people unable to understand, and will not produce the association of pictures. Often more detailed descriptions are more touching than those abstract and general descriptions, because details produce pictures.

A pile of vague and abstract information makes it difficult for users to understand, let alone establish a clear cognition. Detailed description can help users visualize the content, create a sense of the picture, and be more interested, moved and involved.

5. Scene creation is related to the user's past memory.

We always say that copywriting should evoke users' memories, arouse users' resonance, and detonate users' emotions ..... This is actually to evoke scenes that users are familiar with in their hearts. Where there is a scene, there is a picture, and most of their interests will be aroused.

Our impressive "scene memory" is often related to a specific scene, such as eating mom's cooking, accidentally seeing dad's old back and so on.