Do you really know about Internet copywriting?

1. Three obvious "fragmentation" trends of copywriting in the Internet age

Fragmentation of propagation

"fragmentation" of form

fragile

The essence of copywriting is to use the most accurate words, the most accurate strategies and the most accurate channels to sell products and reach the most accurate audience.

2. The Internet has not changed human nature, nor has it fundamentally changed consumer psychology. The essence of copywriting has not been subverted by the Internet.

Copywriting in the Internet age;

Social feeling

From the traditional era of "stimulating interest-reading" to "wanting to read-interacting-second communication"

The characteristics of the copy should be interesting-it can be written in the first person, and imagine that something interesting/embarrassing may happen during the product process.

? People prefer self-deprecating copywriting to boasting.

Attracting reading is not the purpose of copywriting, but attracting participation and interaction.

"interactivity"

It is to arouse people's desire to participate and promote communication.

"Hot topic"

It is a good choice to contact other things, carry hot topics and make use of celebrity effect in copywriting.

"blank space"

Give consumers room for imagination.

"Speak well"

The copy should be written like a warm and relaxed private conversation, just like talking to the people next to you at dinner.

? Don't think about how to write a copy, think about how to speak: define the brand positioning, first imagine yourself as a person with this personality, and imagine how such a person will speak.

The best way to stimulate people's desire to share is to start with a blank sheet of paper without thinking about it.

Most of the copywriting is useless: it occupies the most favorable position in the eyes of users.

Copywriters are salespeople sitting behind keyboards.

Occupy consumers' minds in advance and take products as the first choice when consumers have needs.

"Positioning theory": let the brand occupy the most favorable position in the minds of consumers, and let the brand become the representative brand of a certain category or a certain feature.

(When consumers have relevant needs, they will take the positioning brand as the first choice, which means that this brand occupies this positioning. )

? Elm law: a well-thought-out possibility model

{Central Path: Thinking about Reasoning Logic of Fact Data Research Report}

{Peripheral path: positive instructions fill the advertising copy with colorful and pleasant images, humorous or popular themes or celebrity endorsements and recommendations. }

For example, Nongfu Spring is a little sweet-the peripheral path.

The water source comes from Qiandao Lake, a national first-class water, and the water quality meets the national 1- midline water standard.

4. How to identify and eliminate information

Find a product advantage that most people don't know yet and emphasize it in the copy.

(first convey the core message, successfully attract attention, and then slowly convey other information)

Copywriting must give consumers the information they want, rather than simply describing the product information.

The key to killing attention is to keep it simple.

Starting from the interests of consumers is the eternal truth of advertising copy writing.

(Not a self-care carnival, but a deep insight into consumers' psychology and needs)

? The consumer's purchase behavior is not to meet the current demand, but to achieve a future goal, and the product or service he buys is only a means to achieve that goal.

When writing a copy, never write what you want to say, but trace back and gain insight into the ultimate goals and needs of consumers.

The essence of copywriting is to help consumers solve problems. A problem is a demand, an interest and a solution.

Usually we need to put the "benefits" of the product in the copy.

The benefits and characteristics are different.

Hand-made advanced seats-this is a product feature;

Being able to enjoy luxury and comfort in various climatic conditions-this is a benefit for consumers.

Function is attribute, and benefit is what consumers can get from attribute. It is these benefits that induce consumers to pay the bill.

You can't be complacent when writing a good copy. You should go out, stand in the user group, substitute into their hearts, and convey the real pain points of demand.

6. Usually, before writing a copy, make sure you know these things:

What are the characteristics and functions of the product?

Which efficacy is the most important?

In what ways is the product different from competitors?

If the product is no different from the competitors, what functions are not mentioned by the competitors?

How does this product distinguish itself from competitors?

Who will buy this product?

What benefits can the product provide?

Why do they need this product? Why do they need it now?

What factors do consumers mainly consider when buying?

What is the consumer's purchase motivation?

……

Why do you need to know so many questions in advance? Because the role of copywriting is not to describe and praise products, but to give consumers a reason to buy.

Robert bly summed up "22 reasons why consumers buy products" in the Handbook of Complete Copywriting Creation:

1. In order to be liked.

2. In order to get thanks

3. In order to do the right thing

4. In order to feel important.

Step 5 make money

6. To save money

7. In order to save time

8. In order to make the work easier

9. In order to be assured

10. More attractive

1 1. To be sexier.

For comfort.

13. In order to be different.

14. For happiness

For fun.

16. In order to gain knowledge

For the sake of health.

18. satisfy curiosity

19. For convenience.

20. Because of fear

2 1. Out of greed

22. Out of guilt

? Because it is the added value brought by the product that urges consumers to buy, not the product function itself.

7. Find a bigger "motif" with certain group mainstream value, such as slow life and priceless friendship, which can be used repeatedly in different situations.

? When creating copywriting, we should realize that users are not buying products, but better themselves. What you sell is not a product, but a culture (feelings, emotions, feelings ...), and it is shaped in the copy. For example, the copy of Chu Orange:

Life has its ups and downs, and the spirit can finally be passed on.

Don't write about how delicious oranges are, but convey the inspirational story behind the brand and a positive value.

8.？ Refine the differences of brands first, and then find the corresponding creative methods. Instead of being creative before linking products.

? Then, after finding the differentiated positioning, we will continue to spread and change our creativity without changing the brand positioning information.

? Finally, we should pay attention to users' feedback on advertising copy. If the user only comments after watching the advertisement: "This advertisement is really funny" or "so creative", and doesn't mention your product at all, then be careful. Collecting more feedback on advertising information helps to measure whether your copy is more creative than the product, or whether creativity sets off the product.

Advertising is not used to entertain the public. If advertising becomes entertainment, it attracts people who want to entertain, not the consumers you expect.

9. Another mistake that is easy to make in copywriting is what david ogilvy said: "too many flashy gimmicks are added".

This is one of the major mistakes that the advertising industry may make: copywriters give up their duties. They forget that they are salespeople, but they act like artists; What they want to hear is applause, but they don't pursue sales. "

10. The third mistake that copywriting is easy to make is the pursuit of gorgeous style.

A good marketing copy is not to show off literary talent and write a bunch of beautiful words, but to say what can directly and simply impress users.