The copywriting is either sexy or frigid.

The most fearful thing about copywriting is being mediocre. Either sexy or frigid

Durex succeeded in the market by using sexy copywriting, while MUJI became synonymous with sexual apathy. Strangely enough, many people are attracted to both at the same time. I like sexiness, but I also like being frigid.

So, how do you make your copy sexy and attractive?

Make the copy come alive

Have you ever seen animated copy?

A lively woman is a hundred times sexier than a lifeless woman.

In addition to the video, the animated posters are equally captivating. The poster is a jpg, but the copywriting can make it animated and turned into a gif. Therefore, use as many verbs as possible and fewer adjectives in your copy.

Why is Durex’s copywriting so amazing? Because it really moves.

Copywriting: Improve day by day.

Make the copywriting more generous

Not a bigger scale

In addition to beauty, a wide belly is also a part of sexiness. A generous person is an ideal partner. In the long run, magnanimity far outweighs erotic provocation. Copywriters are fighting with each other every day, but it is particularly serious with mobile phone and e-commerce brands. Without the mutual attacks, there seems to be nothing to watch.

Copywriting: 30 years in the east, 100 years in the west.

Confidence is an invincible drug

The charm of self-confidence is irresistible to anyone. So there was the Fanke style that was popular at that time. The copywriter should have the confidence that I can represent myself. In my mind, there are only two kinds of copywriters, one is myself, and the other is others.

【Sparti cigarettes】

The choice of a million people cannot be wrong.

Here's an ad that calls on disabled people to boost their confidence. It's so sexy.

Copywriter: Look into my eyes, and I mean only look into my eyes.

Cuteness is a different kind of sexiness

So cute and sexy. The sexiness embraced in the general trend of returning to simplicity is very alternative. First, you need to have a childlike curiosity and innocence in your heart, so that you can reveal an alternative sexiness mixed with innocence and childishness in your eyes.

A classic copy written by Neil French for XO beer. The people in the picture are drunk and have a childlike curiosity. The material is innocent, but the writing is incredibly sexy.

Copywriting: Before and after comparison.

Why selective indifference? In a cage shrouded by all kinds of emotions, being sexually apathetic can actually free you from the shackles and allow you to fly to a higher sky. Besides, sexual indifference is another kind of sexiness. The one you like can also feel the climax. You know, there are many people who are more sexually attracted to people who are sexually indifferent than those who are sexually active. The most explainable reason is probably because of true love in my heart.

Get rid of impetuousness

Simplicity is a great wisdom

The purpose of copywriting is to spread effective information. Removing distractions and making the copy simpler is a skill that can make you hit the target without missing a beat. The copy seems straightforward and simple, but it expresses the most crucial information. It can be said that simplicity is great wisdom.

【MUJI】

Title: Wear vests, shirts, and sweaters on your feet

Text: Red yarn left over from vest weaving, blue yarn left over from shirt weaving, green yarn left over from trade weaving…

We collect these and knit them into colorful, comfortable and easy-to-wear socks. Each color combination is unique, turning the environmental protection concept into practical aesthetics. Pure cotton sand thread makes the socks stronger and less likely to deform. This comfortable and tough pair of socks is just one of the proofs of MUJI's insistence on "all designs and functions should express kindness to life".

【Taiwan Black Pine Soda Advertisement】

【Taiwan Sanwei Mineral Water Advertisement】

Colorless, odorless, sterile, dust-free, the core information of Sanwei mineral water is fully expressed in one sentence. A light taste, but one that makes you want to buy a bottle and take a sip.

Leave blank

Blank space is an artistic technique

White space is not a famine for copywriters.

People who have studied picture design know that the best feeling the entire layout gives people is breathability. Leaving some space blank allows people to breathe. The purpose of leaving blank space is not to save space, but to add more room for imagination and make the work and the picture more dynamic.

Do you remember the pale color of the OPPO phone last time? No matter how beautiful the words of praise are, they are pale, so we have to leave them blank.

Will restrain

If you like someone, you will be unrestrained, but if you love someone, you must be restrained.

MUJI’s ultimate pursuit is “this is good enough”. There is a kind of restraint between the lines. This is not helplessness, but a confident and ideal choice. Staying within the appropriate limit is just the right amount of satisfaction without being burdensome.