How to do advertising copy? What are the processes?

1. First, you should digest the information about the product and the market, and then describe the product in no more than 20-30 words, which should include the features, functions, target consumers and spiritual enjoyment of the product.

2. Then ask yourself, what should I promise my consumers? This is very important, if there is no commitment, no one will buy your things. The more specific the commitment, the better. Don't write down promises that you can't believe. What is the guarantee of your promise? You should consider it clearly in the copy.

3, there is a core idea, this core idea is simple, second, it can be extended into a series of advertisements, and third, it is original, which can awaken many indifferent and indifferent consumers. The law of creativity is to extend from the main part of the picture to the sub-main part, and then take into account the secondary part. The main part of the advertising screen is called the "composition center". In print advertising, the composition center is the best position for visual communication, which is most conducive to directly expressing the content of the advertisement. In visual psychology, it is called "visual process". Because the design of visual process can not be carried out in isolation, it must be a design in which composition factors, black and white factors and color factors are interdependent. Therefore, the relationship among the composition center, the black-and-white center and the color center of an advertisement is complementary, and sometimes these centers overlap with each other to form a visual center; Sometimes it needs to be staggered, which depends on the content of performance and the need of composing ideas. Therefore, in order to design good advertising works, we must understand the visual characteristics and grasp the visual laws, so that the visual process can reflect ideas, the design can form artistic beauty, conform to the logical laws of the overall rhythm, and better express the specific content that advertising communication needs to convey.

Process: customer demand information (business information is coming)-specific direction communication (general communication with customers about advertising content and direction)-writing a manuscript (according to the comprehensive results of customer types, needs and communication opinions, writing a copy according to certain skills)-handing it over to the design department (the manuscript is finally handed over to the design department, and the design department is responsible for visual expression)-giving the customer a proposal-customer modification or approval-completion.