What should I write in the copy? Share 4 points!

Of course I know that when writing copy , one should not write copy that pleases oneself but rather write Y-type copy that pleases the users; of course I know that when writing copy, one should write copy from the heart . I understand the logic, but it doesn't make any sense. I got a brief but still don’t know how to start writing. So, in this article, let’s talk about what to write in copywriting. There are four points (really just four points).

1. Selling point: Write clear and powerful benefits

Just like my favorite slogan,

There is no other one——

Protect electrical appliances and protect people

Bull socket

Look,

How concise, how powerful,

Just 7 words, full of beauty and power! ! !

Let’s look at a few more sentences——

Xiaomi phones are fast

If you are afraid of getting angry, drink Wanglaoji

Aftertaste, just like freshly brewed tea (Cha Li Wang)

Three trees, live now

Probably the best beer in the world (Carlsberg)

Business Class on Land (Buick GL8)

1000 songs in your pocket (iPod)

After reading these sentences, you will immediately know what this brand does and what benefits it can bring to me, right?

Moreover, it may immediately arouse your desire to buy.

As the saying goes, there are many experts among the people. Isn’t the selling point of this product clear and makes you excited after seeing it? ! !

There was a post called

"Learn how to optimize slogans/advertising slogans from Apple – Apple copywriting for the first time"

Well worth a look.

It says: Good copywriting should tell users,

What he can do, not what you have.

Let's compare Xiaomi 4 and iPhone 6.

Xiaomi talks about product features, while Apple talks about selling points.

Write clearly who you are, what you can do, and what problems you can solve for users.

This is the first step.

If the user already knows all of this, let’s move on to the second point.

2. Itch point: write unique and vivid details

Itchy spot,

It’s those little details and little pleasures that are subtle but make your heart itchy.

The pain point is the entry point, and the itch point can capture the user's heart.

You said you are extremely focused, so why not show the details of your product to users?

Make users feel itchy if they don’t sell.

Let’s take a look at Ogilvy’s most classic copywriting:

"When this new Rolls-Royce is going 96 kilometers per hour, the loudest noise in the car comes from the electronic clock."

Do you think this detail makes people who drive Rolls-Royce feel itchy?

Here are a few more copywritings for you to figure out:

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A tribute to the cows who wake up at 4am

u000bAt 4 a.m., 100,000 dairy cows in Shuangcheng, Heilongjiang Province wake up. This is the best time to collect fresh milk.

…

Latitude, average temperature, milking time, feed specifications, making good milk is a science

…

70 quality control measures, meticulous production process

…

What mothers give to their babies is always better, and this is also our standard.

…

Love like a mother

Nestlé Nutrition.

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Overnight, all the manhole covers in Beijing disappeared

Disappeared, nothing left.

All the memories related to the manhole cover are lost.

No one cares about the man-eating and coughing hole anymore after the manhole cover was lost.

On quiet nights, you will no longer hear the unpleasant noise made by cars pressing down on manhole covers.

All the manhole covers have disappeared, and everyone knew before that the topic of manhole covers was a social issue.

Can humans, with cutting-edge space technology, not be able to deal with the headaches of urban manhole cover and pipeline systems?

Can manhole covers only be placed in large numbers in the middle of the road?

Do you think it looks good to have a lot of pimples popping up in the middle of the road?

The manhole covers disappeared. They really disappeared.

In Beijing Galaxy Bay, the road surface is paved with special technology that can reduce noise by 80% compared to conventional roads.

The manhole cover disappeared due to a complex set of technical support and a simple desire.

“When walking on the road, who wants people and cars to always have a sense of danger?” u000b

Galaxy Bay opens up a fully finished era of residential housing in China

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After reading this text, you will smell the scent of camellia oil.

When walking into the lush green mountains of Jiangnan, your sense of smell must be kept at its most sensitive state. Because, if you are lucky, you will smell the special fragrance of wild tea oil. Wild Camellia oleifera is a very rare raw material for tea oil. It only grows quietly in the bushes in a few high mountain areas in the south. No chemical fertilizers or pesticides are needed. Sunshine, rain, and the unique natural climate of the mountains are the most natural fertilizers. Together with the simple and melodious folk songs of the mountain people, oil tea is full of the spiritual energy of heaven and earth, making it the most nutritious green oil in nature. u000bThe growth cycle of tea oil is very long. They begin to produce flower buds in the deep autumn. In the next 2 to 3 months, they will always retain a large number of butterflies and bees to spend the last beautiful season of the year in the rich fragrance of flowers. What’s special is that they don’t bear fruit that year, but only in the second flowering season after continuing to absorb natural nutrients for a whole year before the fruit matures. So it’s no surprise when you hear locals bragging to you about the preciousness of camellia oil.

Camellia fruits are ripe and plump but have not yet fallen to the ground, which is the best time to pick them. The locals use the most traditional extraction technology to turn the picked tea seeds into drops of fresh and delicious camellia oil, which is then added to every farm dish.

Now, we should feel lucky. To taste the delicious camellia oil, we no longer need to go into the mountains, but just go to the supermarket nearest to you. Every bottle of Golden Dragon Fish Camellia Oil there is also extracted from the natural essence of wild camellia oil. At this time, if you try to open the bottle cap to identify its taste, let me tell you, the truly purified high-quality camellia oil has no color and no smell.

Perhaps, the real taste should be kept on the dining table!

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Here on the left is a perfect grape.

It takes 4,000 identical grapes to make a bottle of Martell Gold.

To put it another way: of the tens of billions of grapes harvested in France every year, only a tiny fraction can be used to make Cognac; however, only 1 in 60 grapes can be used to make Martell.

(You can probably begin to appreciate the obsessive focus on quality!)

Consider, then, the following: in the dying days of the First World War, in Europe, before most of the readers of these words were born, before television was invented, and 25 years before Singapore became a nation, we picked grapes to make wine, distilled that wine into cognac, which lay quietly in wooden barrels, carefully guarded by cellar masters from three generations of winemaking families, until, this year, those pristine grapes became the gold medal Martell that only the very lucky can enjoy. Understandably, perfection is expensive under these circumstances.

(The full text is too long, please find it yourself if you are interested)

This is the TV I used to watch when I was a participant in China Merchants Bank Private Banking . Although the customer didn’t use it in the end, I still like it very much.

I wrote countless lines in order to get these details right, and countless of them were rejected by the director, but I think this piece of film is really great.

With selling points and itch points, users can pay attention to you and become interested in you, but to create a greater voice and establish a close connection with users, we also need opinions.

3. Point of view: Write a clear and resonant attitude

A brand is like a person, with flesh and blood.

Express your opinion and seek recognition for your opinion

Show your attitude and let others resonate with your attitude

Show your personality and infect others with your personality

In this way, people will talk about you and spread your

Do men resonate with Chivas’s point of view?

Why did this video produced at a very low cost by Cheetah Browser win more than 4 million views?

Because it has a point of view: mocking 12306, and thus won the hearts of the entire nation.

The Wanhecheng advertisement derives its views from the product features in a humorous and optimistic way, making it an excellent communication element with users.

Similar ones include:

Opinions must be clear, only then can they resonate.

Nike does this best.

Its advertisements always have sharp views and attitudes

Thought-provoking

4. Ignition point: writing dramatic and warm emotions

Good copywriting should be able to ignite users’ emotions.

Either make people laugh, cry, or make people laugh and cry at the same time.

In a word, good copywriting should make people react physically.

See reference——

In order to better express emotions,

Sometimes you need to tell a story:

If you ask me

What is the most important car in the world?

That's not what you see on the road.

30 years ago

I am 5 years old

That Night

I have a high fever

There is no hospital in the village

Dad carried me

Walking through the mountains

Over the water

Walking from the village to the hospital

Dad's sweat

Wet all over the shoulders

I think

The most important car in the world is

——Dad’s Shoulders

today

I bought a car

The first thing I want to say is

Dad, I'll take you for a walk

Okay?

China Auto, always standing on the shoulders of our father

Generally speaking, what can evoke strong emotional responses in people is talking about love, family, and friendship.

Nostalgia for the past

Expectations for tomorrow

Admiration for the strong

Sympathy for the weak

Share my favorite real estate advertisement

People who live in Suzhou sometimes miss Suzhou very much.

Twenty years have passed, bringing us a life of luxury and plenty.

The rest,

It is more about missing the old Suzhou.

Dreams that were unattainable many years ago have become commonplace.

But the simple and natural life of the past seems hard to find again as if it were a lifetime ago.

"Go home, why don't you go home when your fields are overgrown with weeds?"

The old home is still there, the peach blossoms are already red, and the moss on the stone road is beginning to fade.

The well water in the courtyard is as cold and sweet...

Fortunately, we still have a way back. Return, Suzhou hometown, humanities villa.

Constructing a new life in Suzhou with new buildings,

It can best restore the authentic Suzhou flavor in our memory.

Like an old friend returning

The nostalgia for the old times is truly written into people's hearts. Great!

That's all I have to say.

Selling point, itch point, viewpoint, ignition point

Friends, do you remember?

The author of this article @空手 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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