How to write a good copy

1. Identify the precise users of brands and products.

In other words, who is writing a copy for whom? If it is a user portrait in a professional vocabulary, a mature brand will definitely have a user portrait. If not, as a powerful copywriter, we need to analyze the user's social attributes, living habits, scene consumption behavior and so on. , and get the result of labeling. We can study Maslow's demand theory more. If you explain it from the perspective of chasing girls, it is who you like. Who are you chasing? Lock the target and investigate her characteristics, and then do what she likes.

2. Build a scenario to bring users into the scenario.

When the person to communicate is determined, build a scene around the product and the lifestyle of the person to communicate. When the brand power and product power are strong enough, the scene will be set up quickly when writing a copy. But when the brand power and product power are not enough, it is difficult for the scene to form quickly in the brain. In this way, we can find the combination of scenes from the user's lifestyle. If you can combine other scenes with your product scenes, then you have creative thinking.

Step 3 gain insight into pain points

The unsatisfied humanity in the scene is the pain point, and the use of insight pain points tends to be product-oriented copywriting. In the specific operation, we should think from five dimensions: product performance, image, reliability, ease of use and price. At the same time, we should find the corresponding humanity from these five dimensions and analyze competing products to provide more targeted solutions.

4. Emotional resonance

Find the resonance of pain points in scenes with common experiences, and make statements or provide solutions for pain points. The core is to turn specific things into emotions that users can feel.

Take chasing girls as an example. When you are chatting, if you are not good at active chatting, ask the girl's hobbies actively, guide her to tell her what's wrong with her recently, and then answer passively.

For example, girls say I like poetry and distance, and it happens that I like it too. The girl said that I liked Xi Murong's poems, and it happened that I liked them, too. I'll give you a copy another day. The girl said I want to play in go to dali, but I have no money. I want to go, too. It's okay. You take me away with money.