Creative writing skills for advertising in 6 major industries!

During my years as a bidder, I asked myself more than once , "I am obviously a marketer, why do I still need to write copy?" It's really hard for me, a person who didn't even graduate from elementary school~

Whenever I hear my supervisor say, "Your click-through rate is so low, analyze the reasons yourself," this sentence feels like a heavy burden on my chest...

I believe many people have encountered this situation. After building the account framework, they just can’t write high-quality creative ideas, just like punching cotton, with nowhere to put force.

How can one write something creative and amazing?

Here, Dandan has compiled creative writing skills from multiple industries and would like to share them with you.

Real estate industry

Through the analysis of real estate creative ideas, it was found that "product-type" and "native-type" creative ideas have the highest click-through rates.

1. Product type

The title directly and simply highlights the characteristics and value of the product, allowing users to see the benefits at a glance. The purpose is to make users want to "really want to buy a house."

For example: buying the right house is equivalent to earning many more years!

Common writing directions for product-based creativity are:

The threshold is low. In terms of price and home purchasing qualifications, it emphasizes low spending and no purchase restrictions, and is more suitable for those who have low home purchasing funds or have the need to buy a house but are not qualified to do so.

Highlights from the price point of view

Outstanding in terms of home purchase qualifications

Good quality: Emphasize product attributes, such as house type, environment, supporting facilities, and facilities to convey product quality.

High investment value: highlight the value of the product from the perspective of centrality theory, appreciation theory, etc., and it is worthy of choice; or highlight the investment value of the product from the side, such as being sought after or being snatched away by others, etc.

Written from the perspective of appreciation theory

Highlight the value of the product

2. Prototype

The creative looks like news and mainly focuses on information that attracts users' interest.

For example: The housing price information of each district and county in Handan City has been updated. Let’s see which areas are going to appreciate in value.

Common creative writing directions include:

News event type: Similar to news reports, the creative content is mainly related to policies, housing prices, and housing information.

Question-based test: The creative content starts from issues related to the housing market that users are concerned about, and often ends with a greeting.

Education Industry

Through the analysis of real estate creative ideas, it was found that "product type" and "news policy" creative ideas had the highest click-through rate.

1. Product type

It means starting from the characteristics of the product itself and writing creative ideas.

For example: Nanjing: You can take the undergraduate exam even if you have only a junior high school diploma.

Common creative writing directions include:

Quick results. Write your creative ideas from the perspective of time investment cost.

High value. Start from the product’s role and value to users and emphasize the usefulness of the product.

Starting from the problems and benefits that this product can solve

Starting from the actual problems and needs of users

Excellent conditions. Creativity highlights the characteristics that make the product superior to others. Such as the scarcity of educational resources, uneven educational quality, and chaotic educational fees.

The threshold is low. It can be inserted from multiple angles such as price, certificate fees, registration qualifications, etc.

2. News policy type

Similar to native ads.

Common creative writing directions include:

• News Events

• Inventory/Policy Interpretation

• Test Class

Home decoration industry

The products and picture materials in the home decoration industry themselves are not very different, and most of the materials are highly homogeneous, so creative copywriting is particularly important.

Through analysis, the main creative writing directions of the home decoration industry are:

Related to spending. The content starts from the cost and budget investment, including forming users' price expectations or emphasizing the cost-effectiveness of the product.

Forming expectations about prices

Provide cost-effective options

Provide transparent quotes and details

Related to area. By comparing the before and after areas of different products, their value points can be highlighted.

Related to design effect. From the perspectives of design style, design ability, etc.

Related to the time investment cost. Write from the perspective of user orientation, peace of mind, and other pain points.

Reversely remind users of negative consequences, such as time-consuming and labor-intensive

Related to event discounts. Impress users by directly offering discounts or low prices.

Financial Industry

Through the analysis of real estate creative ideas, it was found that "product selling point type" and "native type" creative ideas have the highest click-through rate.

1. Product selling point

It means that the copywriting starts directly from describing the product features to highlight the product advantages.

For example: Get a credit card without filling out a form.

Common writing directions for product selling point creativity are:

The threshold is low. It can be written from multiple angles such as application process, learning threshold, charging threshold, etc.

Low threshold for application process

Low learning threshold

Low charging threshold

Fast speed. This is a product advantage for users who have high requirements on time speed.

High value. Emphasize the value of the product itself by focusing on its features (such as high credit limit, 0 annual fee, etc.).

2. Prototype

Common writing directions include:

News Event Type

Question test type

Gaming Industry

Game creative writing is divided into two aspects: game perspective and user perspective. Different perspectives are inserted, and the writing angle is also different.

1. Game perspective

It emphasizes the characteristics of the game itself, such as game graphics, game equipment, game characters, game play, game IP, etc.

When writing from a gaming perspective, more specific and vivid descriptions can often help users form a clearer perception of the game.

2. User perspective

From the player's perspective, highlight the connection between the game and the player's abilities or emotions, including: game playability, feelings, user usage threshold and other aspects.

Playability. When emphasizing the playability of a game, simply bragging about it is not ideal. If you can use group affiliation (such as men, women, young and old) and device-related identification (such as iPhone users), you can enhance the user's sense of involvement.

User usage threshold. When using user threshold as a selling point, there are two common approaches: emphasizing that the game is easy to get started (e.g., "reaching the maximum level overnight") and emphasizing that it is difficult to get started (e.g., "you are a master if you pass ten levels"). The analysis found that emphasizing the difficulty of a game is more effective than emphasizing how easy it is to get started.

By understanding the user perspective and the game perspective, we should be able to determine the direction of title writing based on the characteristics of the game itself. Next, I will share some more common methods that can amplify the effect of the title!

Interactive category. Certain highly interactive sentences and guiding words can attract users' attention and willingness to act, and amplify the effect of the game's selling points.

Popular sentences/vocabulary and examples

Who is the ***: "Who is the most powerful monk in Jin Yong's novels?"

How to ***: "How to escape from the thousand-year-old zongzi"

Come and build your own Roman Empire!

You are the one who writes: "A classic childhood memory, written by you"

Waiting for you to come***: "The magic weapon Qinglong Yanyue Blade is waiting for you to take it!"

You are the ***: "Since Cao Cao's tomb, you have been the tomb raider"

Do you dare to play: "Single-player endgame gameplay, do you dare to try?"

——

Try: "After 11 years of auditioning, see if your fingers are still flexible."

Let's have a fight: "Let's have a fight as soon as we say it"

Help me: "It's the last step, come and help me!"

You choose: "You can choose any character from Biyao, Zhang Xiaofan and Lu Xueqi"

Together: "Brothers, come together and destroy him with an aircraft carrier"

What are you waiting for: "With such good looks and quality, what are you waiting for!"

Substitute into class. By identifying with characters, groups, or devices, or by evoking users' gaming complexes through classics, the relevance of ads to users can be enhanced, triggering a sense of immersion in users.

Popular sentences/vocabulary and examples

Husband: "My husband quit smoking on his own initiative just to play this game"

Wife: "My wife played this game and ignored me for three days!"

Post-80s: "Those lost classic games of the post-80s!"

Girlfriend: "My girlfriends are having a blast playing this game lately"

Old players: "Old players: This is how our legend should be"

——

IOS: "Only for IOS download, you can freely fall in love and get married"

iPhone: "New iPhone exclusive, mobile game for couples"

——

Post-80s: "A classic game played by all post-80s people!"

Long wait: "After ten years of waiting, Fleet finally has a mobile game"

Those Years: "The Games I Played Secretly in Internet Cafes in Those Years"

Once: "Do you remember the weapon that was once envied?"

Back then: “This is the animation we watched back then”

When I was a kid: “The arcade games I played when I was a kid finally have mobile games.”

Avoid pain. Titles that leverage users’ desire to avoid losses to increase their willingness to act have a more prominent CTR performance.

Popular sentences/vocabulary and examples

Regret: "I regret not downloading this earlier when I bought an iPhone"

Waste: "Don't waste your high-end mobile phone, wait for you to come"

Big loss: "Apple officially recommends mobile games, if you don't play it, you will lose a lot!"

Merchants join

The following are some of the creative techniques commonly used to achieve high click-through rates:

Change dimension: transform the product in time and space, such as copying it, decomposing it, or placing it in the future or past.

For example: I just gave my son 200,000 yuan for his study abroad living expenses. I am grateful for the hamburger restaurant I opened three years ago, which changed the whole family.

Interactive experiment: ask consumers to complete an action based on the description in the advertisement, or ask consumers to imagine the situation of completing the action.

For example: If you are afraid of losing money when opening a store, you might as well calculate how much money you can make in your area | Calculator

Present the consequences: Present the consumer with extreme consequences of using the product.

For example: My former colleague who chose to open a laundry shop has become a rich man, while I am still receiving a fixed salary of several thousand yuan.

Create competition: Compare and compete your product with similar products to highlight your product advantages.

For example: Are you still envious of the coal mine boss for making money? Entrepreneurs who open chain imported supermarkets will not lose!

Image analogy: Add a symbolic object to your product.

For example: Don’t envy the owner of this chicken chop shop for his luxury goods. The daily spending of his customers is enough for him to buy another set of clothes.

The above are some of the industry ideas I have compiled for you.

Author: Quail Egg

Source: Quail Eggs