Explosive brand copy, detailed explanation of publicity copy

Customers come straight to the point: how to make an explosive article (explosive article) popular all over the world and promote product sales. What should I do as a brand copywriter? Brands usually like to ask me how to get traffic, because only with traffic can they be transformed, and only with transformed brands can they win in the competition. In the last issue, we talked about the positioning of brand copy and the introduction copy in brand copy. In this issue, I will explain the propaganda copy of the explosive brand copy.

The main function of publicity copy is to gain influence and recognition for the brand and solve the problems of public relations consumers. Generally speaking, it is an important implementation work that needs to be adhered to for a long time on the basis of clear positioning in brand competition strategy, including: news soft articles, publicity materials copy, new media copy, promotional film copy and so on.

For example, the uniqueness of Durex products tells us the selling points of products in a metaphorical way. Articles like "Dare to Confess" are classic new media copywriting in propaganda copywriting, which links sex and love and makes "unspeakable" things "high-sounding". When writing publicity copy, we should consider the trinity, namely, the trinity of brand positioning, customer orientation and media channel positioning, combined with product characteristics.

The basic principle and function of propaganda copy are clarified. Our class talks about each kind of propaganda copy separately.

News soft text, a kind of soft text packaged into news form. It releases the brand appeal and competitive intention of products to various platforms in the form of news. News and news tone are the life of this kind of soft text. At present, news soft articles have two functions: one is to expose products in a short time; Second, continue to provide endorsement and circumstantial evidence of information chain for other brand promotion. It is worth noting that news soft articles are not only a channel of news portal, but also category vocabulary exposure, word-of-mouth question and answer, encyclopedia creation and so on. According to the attributes and tonality of the platform, we provide information exposure and network collection for the brand in a specific form, all of which are news soft articles. This kind of copy, first of all, should consider the platform value form and brand competition demand as much as possible, so that your soft text can be retained for a long time and continue to provide trust elements for customer search.

Copying publicity materials is a traditional category. In the era before the outbreak of Internet economy, newspapers, TV series, leaflets, audio tapes, posters, slogans, DM magazines, etc. Are the main carriers of this kind of copywriting. Because of the rise of the internet, the main members of publicity materials are single pages, folding pages, brochures and so on. It strives to be concise and striking. It is worth mentioning that Sixi packaging design thinks that product packaging design should be a sales copy of selling goods, not a publicity copy. The following is our latest customer case (Dongcun Regan Noodles Folded Book). Copywriting of publicity materials is more like building a square in the city center where land is precious, which should not only have brand effect, but also be blank and concise.

New media copywriting can be divided into story-based soft text, virus-based soft text, emotional soft text, anti-emotional soft text, reverse thinking soft text and so on. Because of the particularity of new media platforms and new media accounts, some platforms refuse to market, but in general, new media platforms welcome continuous, vertical and high-quality content, and the writing of new media soft articles needs clear customer portraits and a sense of customer acquisition. New media copywriting requires higher requirements: titles, newsletters and texts are promoted step by step, and there is traffic loss at every step. Typesetting, illustrations and sketches become part of the copy. Writing skills, article layout, marketing awareness, value experience and psychological intervention ability are more comprehensive. New media copywriting is not a new media article, but an arrangement of information elements in the form of articles.

Publicity copy is listed separately because of its high value. In brand service, the writing of publicity copy is not only the work of the performance layer, but also the work of the logic layer. Propaganda copy can be simply divided into: planning a case, explaining, shooting a script and shooting a communication sheet. In the copy of the promotional film, the planning case gives the promotional film a clear positioning and creativity, telling users how to express and satisfy your interests, and how to make the audience of this film feel the brand value and charm of the brand (user). Commentary is the soul of the propaganda film, and the audience's intuitive feeling of the propaganda film is commentary. For example, when I wrote a commentary for a promotional film of a scenic spot, I called various versions of brand interest materials, historical materials of scenic spots, songs of Chu, the Book of Songs, and the legend of drug king, and then determined the location of cultural attractions, with the choice of tonality and proper words. Finally, express your cultural sense in four or six sentences, impress people with stories, and refine customer needs as the theme of copywriting. Story board and the shooting communication sheet use logical language to tell the photographer and the artistic conception of the post-production commentary.

Clarify the role of publicity copy, comprehensively use the above types of copy, select media channels for consumers' information search and acquisition channels, formulate targeted strategies, arrange appropriate publicity rhythm and execution nodes, and successfully complete the content "layout". After that, I believe that the flow that belongs to you will continue like a spring.