How to write excellent promotional copy?

For many operations and promotion personnel, creating good promotional copy and obtaining enough clicks and reposts is the top priority of their work. So how do you create excellent promotional copy? Today, the author compiled some classic promotional copywriting and analyzed how to write excellent self-propagation copywriting.

1. Internet

1. 36Kr

Website introduction: 36Kr aims to provide the best services for entrepreneurs . The homepage includes several modules such as news, entrepreneur services, and investor services. The atmosphere of the entire website is to face the future and grasp the future. It contains the most cutting-edge technology and the latest information.

Let some people see the future first.

Copywriting analysis: This copywriting can be considered quite excellent. In just ten words, the main purpose of the website is explained clearly: "seeing the future"; and "a part of the people" is very tempting, and everyone wants to be that "part".

2. Toutiao

Website introduction: Toutiao is a recommendation engine product based on data mining, which recommends information to users and provides services that connect people and information. The homepage has multiple modules, and its feature is the ability to recommend personalized information to users. It is a successful attempt to use data to make the service more humane.

You care about the headlines.

Copywriting analysis: Still in a concise style. This one sentence not only explains what kind of website this is (news headlines), but also points out the biggest difference between itself and ordinary news and information websites (what you care about), and reflects its data recommendation advantages.

3. Keep

App introduction: Dedicated to providing one-stop sports solutions including fitness teaching, running, cycling, making friends, fitness diet guidance, equipment purchase, etc. As a fitness application, it has a very high influence in the field.

Self-discipline gives me freedom.

Copywriting analysis: This is a very classic copywriting. Many people who don’t know much about this company also use this copywriting as their motto. It is considered quite successful for a copywriter to achieve this level. The copy and the app name match well. Keep means self-discipline and persistence, and only with a healthy body can one live a free life.

4. Zhihu

Website introduction: Zhihu is a large question-and-answer community. Its main content is as shown in the picture above, which is to share your knowledge, experience and insights with the world. Since Zhihu's initial user entry threshold was relatively high, the level of Zhihu's questions and answers is indeed very good, and to a large extent it can be regarded as a window to understanding the world.

Share your knowledge, experience and insights with the world.

Discover a bigger world.

Copywriting analysis: The two copies are told from the perspectives of the respondent and the viewer respectively: the former is about sharing, and the latter is about discovery. The copy is also short but it can summarize that Zhihu’s main functions are discovery and sharing. In addition, the word "world" appears in both texts, which is full of style and consistent with the impression given by Zhihu.

5. Baidu Tieba

Website introduction: Baidu Tieba is an interactive platform based on interests. Here like-minded people can gather together to discuss issues they care about, whether it is discussing movies or novels, shopping or fitness, there is a corresponding bar to meet the needs of users.

Go to Tieba and find an organization.

Copywriting analysis: This is an excellent short copywriting that directly includes the name of the website and also explains the role of the forum. The overall copywriting has been simplified to the extreme. The organization of Tieba is indeed very powerful, and basically all topics can find a large number of people who share the same interests.

2. Electronic products

1. iPhone 6S

Product introduction: iPhone 6s is a smartphone released by Apple in 2015. On September 10, 2015, Beijing time, Apple Inc. released the iPhone 6s. iPhone 6s comes in gold, silver, space gray, and rose gold.

The only difference is that everything is different.

Copywriting analysis: The two absolute words "only" and "everywhere" are used to strengthen the expression, and the meaning is that the improvement is great. No matter what level the actual phone has achieved, the copywriting has been able to attract a large number of fans. The copy is generally in line with Apple's style, absolutely high-end, and makes people feel vaguely that they understand it, but at the same time they feel it is very impressive.

2. Gree Electric Appliances

Company Profile: Gree Electric Appliances Co., Ltd. of Zhuhai is an international home appliance company integrating R&D, production, sales and service, with three major brands : Gree, TOSOT and Jinghong.

Gree, masters core technology.

Copywriting analysis: This is one of the most classic copywritings. As a technology company, the copywriting is to the point without further elaboration. This copy also completely achieved the effect of self-propagation. There are many people who have not bought Gree Electric Appliances, but there should not be many people who don’t know this copy.

3. Xiaomi mobile phone

Company Introduction: Beijing Xiaomi Technology Co., Ltd. was established in April 2010 and is a mobile Internet company focusing on the research and development of smart hardware and electronic products. "Born for fever" is Xiaomi's product concept.

Born for fever.

Copywriting analysis: Just looking at the copywriting alone will not tell you who the copywriting is for, so it is necessary to look at it in the context of the background. The word "enthusiast" here should refer to audiophiles, and audiophiles generally like super high performance and super free modification potential.

At that time, Xiaomi’s main focus was on cost-effectiveness, offering audiophile-level products at low prices. When mainstream high-end mobile phones are very expensive, Xiaomi's copywriting is naturally popular. I believe that even if you have never used a Xiaomi mobile phone, you must have heard of this slogan.

4. Smartisan Smartphone

Company Profile: Smartisan Technology is a company that manufactures mobile Internet terminal devices. The company's mission is to use the spirit of perfectionist craftsmanship to create digital consumer products (mainly smart phones) with first-class user experience and improve people's quality of life.

Pretty but not powerful.

Copywriting analysis: This copywriting is quite clever, explaining that the product is both beautiful and powerful, which is similar to the saying "one can make a living by relying on looks, but still relies on strength". If the copywriting was changed to "both beautiful and powerful", the effect would definitely be far worse than it is now.

3. Other fields

1. Pacific Insurance

Company Profile: China Pacific Insurance is a large-scale comprehensive insurance group in China, providing comprehensive risk protection solutions, investment management and asset management services in life, property, health and pension investment. Main products: automobile , personal accident, family, travel and other types of insurance.

In normal times, if you add a drop of water, you will have the Pacific Ocean in times of difficulty.

Copywriting analysis: The copywriting cleverly integrates the company's name. It also explains the nature of insurance, which is that a small amount of insurance premium is paid on a regular basis, and a huge amount of insurance compensation will be received if a problem occurs. The strong contrast between "a drop of water" and "the Pacific Ocean" can easily leave a deep impression on people.

2. L’Oreal

Company Introduction: L'Oréal Group is a French cosmetics company founded in 1907. L'Oréal Group is a leader in the beauty and cosmetics industry, with operations in more than 130 countries and regions, 283 branches, 42 factories, more than 100 agents, and more than 50,000 employees worldwide. It is a multinational company headquartered in France.

You deserve it.

Copywriting analysis: The reward principle is adopted from several theories that stimulate people's desire to shop. The characteristic of this principle is to inspire people to reward themselves, suggesting to users that you have worked so hard and deserve good things, making users feel that they have put in a lot of effort and should buy some good things to reward themselves.

3. Nongfu Spring

Company Profile: The company is a drinking water production enterprise in mainland China, with eight high-quality water source bases, namely Qiandao Lake in Zhejiang, Changbai Mountain in Jilin, Danjiangkou in Hubei, Wanlv Lake in Guangdong, Taibai Mountain in Shaanxi, Manas in Tianshan Mountains in Xinjiang, Emei Mountain in Sichuan, and Wuling Mountain in Guizhou.

We are just nature's movers.

Copywriting analysis: Another textbook-level copywriting. With the improvement of living standards, people are paying more and more attention to health. However, since most businesses are pursuing profits, safe products have been in short supply. Nongfu Spring’s “Nature’s Porter” is a very good expression, which directly explains that its water source is excellent and that it is only transporting healthy water. It is very likely to impress consumers and resolve their concerns.

IV. Conclusion

The above copywriting can basically be classified as textbook level. Regardless of whether users have used their products or not, users have definitely heard of their advertisements. The above copy perfectly meets the requirements of excellent copy: that is, it can promote the brand image and be widely disseminated.

From the above copywriting, we can summarize some characteristics of excellent copywriting:

• Be concise and clear: Most people cannot remember a very long paragraph, and in the process of communication, too long words are also a strong obstacle. Therefore, try to be as concise as possible when you can make things clear;
• Excellent writing: Imagine what would happen if you replaced “beautiful but not talented” with “beautiful and talented”? Semantically, there is no difference between the two sentences, but the effects are very different. So when writing copy, writing style is very important;
• To the point: the application needs to solve pain points, and the same goes for the copywriting. The short words must be to the point and be able to touch the hearts of consumers. For example, if "Nature's porter" and "core technology" are replaced with "excellent" or "leading", it will not seem very real;
• The style should be high: 36Kr means “see the future”, Zhihu means “share with the world”, and iPhone means “different everywhere”. In short, it must be extraordinary and have style. Now even food has to be made into an internet celebrity food, so there is no reason for the copywriting to be mediocre.

There is no best copywriting, only the most suitable copywriting. I believe that as time goes by, there will be better copywriting. Let us wait and see.