What are some simple tips for writing advertising copy?

For all advertising creations, text is the basis for constructing all content forms, the source of running water, and the underlying facility for all content.

Just like a movie, what determines the quality of the content to the greatest extent is the script, and the script is constructed from words, and the same is true for advertising.

Whether an advertisement is good or not is actually decided when the copy is produced.

Today, let’s talk to you about how to write an advertising copy and what are the techniques when writing advertising copy:

1

Clear the brand Demand

When writing brand copy, the first point we need to clarify is to clarify the brand’s needs. To clarify the brand’s needs, we can start from the following points:

1. Core Appeal

The core appeal of advertising, in other words, is the core selling point of the product and the core content that the brand wants to convey to users.

What the brand wants to express, the copywriting will be developed around this point, and this point is also the core of the continuous strengthening of brand advertising. For example: Head & Shoulders' "anti-dandruff", Snickers' "anti-hunger"...

2. Brand tone

Then we need to think about the tone of the brand, and the long-lasting brand Based on the image that has been created in the user market, as well as the most intuitive characteristic vocabulary that users have for the brand, content development based on these characteristics will be more easily accepted by users. For example, NetEase Cloud’s keywords: emotional, heartfelt; Nike’s keywords: passion, sports, etc.

If there is a deviation in the brand tone, the style of the advertisement will make users feel uncomfortable. If Nike becomes sentimental, the copywriting becomes sad, and NetEase Cloud is like getting a shot of chicken blood every day, this contrast will make people feel very uncomfortable.

3. Target audience

Target audience does not refer to the brand’s user market, but the target audience of the advertisement, which is the target group that this advertisement wants to convey.

You must know that some brands have a very wide distribution of users, such as Taobao. The living environment and youth span of users are relatively large, so many times the target of advertising is actually only a small number of them. People, so we need to adapt measures to local conditions. For example, the slogan of Taobao is "Taobao, I like it", but when it comes to rural Taobao, which is specifically targeted at rural users, it becomes "If you want to live a good life, hurry up and go to Taobao".

4. Communication purpose

The last is the communication purpose of this advertisement. You must know that we usually divide advertising into: brand advertising and performance advertising. One is mainly to enhance brand influence, and the other is to directly promote product sales. Generally speaking, brand advertising uses high-quality content to impress users, making them generate buzz and eventually develop a favorable impression of the brand; performance advertising uses creative content and discounts to increase users' desire to buy, which directly translates into sales.

Brands need to choose different types of advertising based on their own needs.

2

Select the type of copywriting

After doing the preliminary preparations, the next step is to produce the content. If you want to create copywriting, you have to think clearly about the type of copywriting you need. Generally speaking, we divide copywriting types into three types:

1. Narrative type

Narrative copywriting is a more common type of copywriting, usually using dialogue. The tone of voice used to communicate with users can be questioning and funny, or it can be heart-warming, sharp, and poignant. Such copywriting will appear more approachable and easier for users to accept information. For example, Jiang Xiaobai's copywriting:

The picture comes from the official website

2. Story type

The second type is the story type, because everyone likes to listen to stories. Sexy, story-type copywriting is often more likely to arouse users' excitement, and use the emotions revealed in the copywriting to attract users' attention, participation and dissemination. The more classic one is the copywriting of Ant Financial:

The picture comes from the official website

3. Special type

Special type of copywriting is through some creative twists or The adapted form is produced, and such copywriting is usually so imaginative that you don’t even know it is an advertisement until you see the end. For example, the previously popular script "Lychee Flavored Kiss", and "Divorce Notice" which hit the screens of Moments not long ago:

The picture comes from the official website

3

Commonly used copywriting techniques

After choosing the type of writing, you can start writing copywriting. Finally, Qiye will tell you some tips when creating, which can make your copywriting even more powerful. ：

1. Touching human nature

Whitman pointed out in "Money-attracting Advertising" that human needs can be summarized into 8 basic desires: ① Survive, enjoy life, extend life ; ②Enjoy food and drink; ③Free from fear, pain and danger; ④Seek sexual partners; ⑤Pursue comfortable living conditions; ⑥Compare with others; ⑦Care and protect the ones you love; ⑧Gain social recognition. These 8 desires have created countless classic marketing cases, and they are all demand points that consumers are very concerned about. As long as these arbitrary needs are perfectly reflected in the text, the user's heart can be well captured.

For example:

Classic BMW second-hand car advertisement: You know you are not the first, but do you really care?

The picture comes from the official website

2. Convert brand advantages into user benefits

When promoting brand advantages, you cannot simply introduce how professional you are and what you have. Strength, but to transform its own brand advantages into the interests of users, that is, to tell users what we can help you do.

For example, the advertisement of Sogou Translation Treasure: As a product focused on solving the language barrier problem in users’ outbound communication, Sogou Translation Treasure combines Sogou neural network machine translation, speech recognition, image recognition and other technologies to support Multiple translation modes such as voice and image translation provide mutual translation in 18 languages ??including Chinese, English, Japanese, Korean, Russian, and German... If you say these directly, users will only feel unclear and forget them in the blink of an eye.

So Sogou Translation Treasure simply summarized its function into one sentence: "One click on Sogou Translation Treasure, and you can travel around the world without fear." It is simple and easy to remember, and directly tells users its role.

The picture comes from the official website

3. Add visual sense

Data is abstract for humans, but human perception of abstract things is not Strong, so visualizing abstract things and forming a visual picture in the user's brain can better help users understand.

For example, if you talk about the difference between 4G network, 3G and 2Gd, if you just say that the maximum download speed is xxMbps, it will be difficult for users to understand, but if you change the way, it will become very intuitive: < /p>

The picture comes from the official website

4. Equivalent substitution

Equal substitution is mostly used when the user is not familiar with the product. Help users understand and create a clear positioning of the product.

For example, when you introduce QQ to foreigners, many people don’t quite understand its function, but if you directly tell them that this is the Chinese version of MSN, it is easy to understand.

At Xiaomi's new product launch conference, many people were unfamiliar with the high-end screwdriver set manufactured by the German brand wiha, and had great doubts about the quality of the product. . However, Lei Jun's "Rolls-Royce of screwdrivers" was the final word at that time. Through the method of equal substitution, users instantly formed a clear positioning of this product.