Skills and methods of writing copywriting

Because copywriting always wants to convey as much information as possible with the least words, "pun" has become the most commonly used and common copywriting technique. Puns are often used in advertising slogans, because advertising slogans should be extremely concentrated and refined, and it should be associated with brands, so it depends on brand names or products, commonly known as "relying on the weather to eat." For example: 1. What will happen to the world if human beings lose contact? 2. It turns out that life can be better. 3. Extraordinary ordinary people. 4. Investment means poly. Buying insurance means buying peace.

02 playing with the homophonic terrier

A good homophonic copy should also have a pun effect: the first layer, the meaning of the homophonic word itself; The second layer: the meaning of homophonic words themselves.

Metaphor, or "redefinition"

There are many kinds of metaphors. The emphasis here is to "redefine" things with metaphors. This is to test your perspective on things and to see if this perspective is novel and interesting enough. Look at the example. 1. There is a monster that destroys the parent-child relationship in the world. This is the so-called growth. 2. Distraction is a short trip. 3. Sometimes, waiting is a kind of enjoyment. 4. Self-confidence is the most powerful internal improvement.

04 personification, activation replication

Metaphor and personification are rhetorical devices that we learned in primary school and junior high school. In fact, they are also good copywriting skills. As long as your brain hole is big enough and your correlation ability is strong enough, it is not difficult to write a good copy. Look at the example. 1. When the day is sweet, it will slow down by itself. This tree is satisfied with the ratio between it and the building. If you don't look at the world, the world won't look at you. 4. Time has a good habit of arrogance. 5. Years are peeling off on the wall. When you see a child, 6. Cancer can cure smoking addiction.

Draw inferences from others, looking for reference.

When a new thing cannot be intuitively understood, find an old thing that we are used to. Or find a selling point of something, when you need to express it to the extreme, you can also find a similar thing to compare. Therefore, there is no harm without comparison; If there is no comparison, there may be no good copy. Please look at the following example.

Cycle sentences or words

Cycle, that is, a sentence (or a word) reverses it, is also effective. This kind of copywriting technique can release the interest of sentences, make copywriting catchy and strengthen the memory of the audience. Please look at the following example. 1. Drink plenty of water. 2. Clothing is a kind of smart politics, and politics is a kind of smart clothing. 3. If you don't manage your money, money will ignore you. 4. You laugh funny. 5. Make the beautiful look more comfortable and the comfortable look better.

07 parallelism (mainly used for long copies)

Repetition of the same sentence pattern can be used to spread the structure and details; It can also be used to render emotions and sublimate themes. This is the charm of parallelism, which is often used in long copywriting or video scripts.

08 words, surprise

Chinese characters are really great. The combination of one word and another word can produce sparks; A word, in turn, can become a circle word; In a word, apart from it, it will open a new world. For example: 1. Time is not distance, but gathering and scattering (Youku). 2. This wallet has no money (Apple wallet). 3. Don't worry, feel the road (Volvo). No one is nobody (inside and outside). Everyone says that home is a safe haven and everyone wants to take shelter from the wind. 6. If you want to be together for a long time, who will be in Hong Kong (only thirty)?

09 reverse thinking

Simply put, it means irony, negative words, unpleasant words, words that ordinary people don't like to hear, and even words that ordinary customers are forbidden to tell consumers. Of course, this must be based on a full understanding of the selling points, and it can be won back after the speech. In fact, it is a good word, or it is called "satire".

I'm afraid of readers. When the speed reaches 60 miles per hour, the loudest noise this Rolls Royce sees comes from its electronic clock. I have nothing in common with my neighbors. There are many mosquitoes near the water. Be careful of the mouth that was scalded by water yesterday.

10 Gradual+Reversal

What I want to express here is to express progressiveness in inverted sentences, and of course, ordinary progressiveness. Inverted sentences, generally manifested as "stealing the subject", are composed of a subject in front and another subject behind, thus forming a progressive effect.

Grades are everything, and you score. Time can tell everything, but I just don't wait for time. Rolex can't change the world, but people who wear Rolex change the world. While some people are showing off their personal history, others are being shown off by history.

1 1 Find a keyword by repeating the keywords in the upper and lower sentences, and repeat this keyword between the upper and lower sentences, so that the upper and lower sentences have an interesting and dramatic connection. The meaning of the upper and lower sentences of this keyword should be different, even the opposite. You can also change the part of speech or the meaning of words or even the number of words according to the situation.

Know how to spend money

You can live to be a flower

A country's drama has disappeared.

There will be no drama in this country (in the future)

12 team sub-team

One or more words are repeated before and after the first half of the sentence, or have the same part of speech, the same structure, or the same or opposite meaning. For example:

1. Nobody went shopping.

2. The pride of hometown should not be a wanderer in the city.

In fact, the skills of copywriting are more than those listed above. Sometimes the original intention of copywriting skills is not the skills themselves.

We should note that there is a necessary process to conceive a copy: once the skills are mastered, some people will blindly pursue skills and turn them into dazzling skills, so that the written copy has a strong sense of carving and craftsmanship.

In fact, in the final analysis, it still depends on the accurate grasp of the strategy and the insight into the user audience and human feelings.

Skills are "skills", martial arts moves, occasionally hurting people; Epiphany is the Tao, the internal force and the true qi, which can kill people.

The smartest way is to know skills and know how to give them up. Know the limitations of skills, not be limited by them.

The final form of copywriting is that there is no skill, or the skill is abandoned.