How to write good copy? (I)

The author of this article will combine relevant cases to talk about the correct posture of writing copywriting , enjoy~

1

In June 2014, a letter suddenly became popular on Facebook, Twitter, and Sina Weibo :

This letter was written by a little girl named Katie to Google . The translation is as follows:

Dear Googlers:

Can you give my dad a day off on his workday? Just let him have a day off on Wednesday, because my dad can only have one day off on Saturday.

Katie

Because Wednesday is my dad’s birthday and now summer vacation is here (I want to celebrate my birthday with my dad)

Here’s Google’s response to Katie:

Dear Katie: Thank you for your letter and advice.

Your father worked very hard at Google, designing many beautiful and delightful things for Google and many people around the world.

With his birthday coming up, we realized how important it was to give him a good rest on Wednesdays during the summer, so we had to give him the entire first week of July off.

Have fun!

Daniel Shiplankov

Once these two letters were exposed, they quickly became popular on the Internet. Countless people began to spread them crazily and reposted them actively, and they almost became the most famous copywriting communication model of the year. I say copywriting communication model here because in fact these two letters are just Google's promotional copy. It is just such an advertising copy that has the effect of getting everyone to spread it actively, which is better than an advertisement costing tens of millions of dollars.

2

The purpose of using these two letters as examples is to illustrate one thing: good copywriting should least be recognized as copywriting. Extract the core of the copy and express the core of what you want to convey in a good way, whether it is through stories, words of celebrities, or things close to you. Write your copy in the most natural way, and then guide your users step by step to spread or purchase.

Copywriting is the last way to distinguish

Best-selling authors use copywriting to sell books, salespeople use copywriting to sell products, and literary youths use copywriting to express their self-awareness. Any APP application or any website, if you remove the dazzling images and special effects, only the copywriting will remain.

Copywriting is to save resources

In the era of mobile Internet , the importance of copywriting is self-evident. Good copywriting can convert user traffic into real money. User traffic can be bought with money, but the successful conversion of users cannot be bought with money. This requires a series of methods to complete user conversion, and the most important one is copywriting. Suppose 10 million can buy 100,000 users, but with excellent copywriting, it is likely that only 5 million will be needed to get 100,000 users, and the remaining 5 million can be used to do more things.

The core of copywriting is to occupy a favorable position in the user's mind

Putting aside the situation of self-entertainment, the copy mentioned here is not a narrow text content. It may be an icon or text. The key lies in whether the core of your expression can occupy a favorable position in the user's mind.

When it comes to how to actually write promotional or sales copy, there are generally two ways: the core route method and the peripheral route method. Below we will give examples of these two routes one by one.

(1) Core route method: using logic, facts, and deep thinking to persuade consumers

• For example, a software company's copywriting: Our software has been pre-installed on 100 million mobile phones
• For example, McDonald ’s copywriting: One billion hamburgers have been sold
• Another example is the copywriting of an air conditioner: Our air conditioner won the highest CCOP value of 3.67 in the 2017 national air conditioner quality inspection.

In fact, what is important here is not to present the authenticity of these numbers, but to find reasonable statements and objective facts to support the copy itself. This fact is not only passively granted, but can also be created by oneself. For example, a dairy product claims that its product is processed through 102 processes. In fact, these 102 processes are just the 6 commonly used processes of dairy products broken down into 102 processes. The 102 processes themselves are not a lie, but it is necessary to create a number that makes people feel that this product is sold at a higher price and is reasonably better than other products.

(2) Peripheral route method: Use positive or positive associations created by the periphery to guide and persuade consumers

For example, the copywriting of Youku Video: This world is cool, and the copywriting of Thunder : It’s exciting and it’s available in an instant.

Here I would like to specifically mention the copywriting of Thunder. It not only explains the fast speed, but also explains that the action is simple, which is a double entendre.

In the peripheral route method, you can describe the product itself, or describe a certain point of the product. You can use humorous and joyful words, or borrow famous quotes. If the central route method corresponds to the actual function of the product, then the peripheral route method corresponds to the personality and emotional appeal of the product.

The attributes of the product itself determine the trial method of the copywriting

For some products with stronger security, we need to use the central route method to directly convince consumers with the cost and benefits, such as financial products and insurance products:

"We cover 102 major diseases and insure until the age of 80. We already have 400 million customers across the country."

"XX principal-guaranteed mixed fund, for a period of three years, any profit you make belongs to you, and any loss you make will be compensated"

Compared with products that are based on feelings and experiences, we need to use the surrounding route method to convince consumers with the feelings that are closest to users. The most classic example is the promotional copy of diamonds and houses:

“A diamond is forever”

"The grass here is green, the flowers here are blooming, what are you waiting for? At the age of 30, you should have a family."

"How long will you hold out? In the 1970s, a man versus a city."

What kind of copywriting you use depends on what kind of goal you are facing

For users, goods and services are " tools " to achieve goals and meet needs. Real estate is for users to live in, and beverages are for users to drink. These are explicit goals, but in fact any real estate and beverage brand can meet the needs of living and drinking. Why should users choose you instead of others?

Therefore, most of the time, meeting the needs of the target is not a unique attribute. It requires special methods and thinking to stand out among many similar attributes. We will discuss this issue in detail in the next article.

Human beings are groping in constant doubt and questioning, but only those who ultimately solve the problem can gain the right to evolve and survive. This is the ultimate ability of human beings and the final reason for their survival.

Author: Sun Zhichao, authorized to publish by Qinggua Media .

Source: Sun Zhichao said (ID: sunzhichaoshuo)