How to write excellent copy? Master these 4 elements!

Copywriting is an indispensable basic task for operators , but we often fall into certain misunderstandings when writing copy. Although it is very user-friendly and the copywriting is interesting, it cannot be appreciated by the boss. For this reason, they have to work overnight and scratch their heads every night, and one-second pass has become one of the musts for operations staff.

After seeing so many awesome copywriters, sometimes I can only look up to them. Therefore, in this article, I have summarized the four elements for writing high-quality copywriting, which is for reference only in copywriting operations.

1. Extract the copywriting elements

Extracting the elements of copywriting is one of the most basic points in writing copy. The quality of the copywriting sometimes depends entirely on the elements of the copywriting.

A good product copywriter must have sufficient understanding of the product. If he just expresses the basic functions of the product in a plain and straightforward manner, his effectiveness will be greatly reduced. A copywriter must fully understand the object of the copy he is writing for in order to express emotions normally with words, otherwise he can only remain at the stage of self-satisfaction.

General copywriting elements are divided into the following categories: the main function of the copywriting object, the basic positioning of the copywriting object, the target audience of the copywriting object, the pain points that the copywriting object solves, and the writing background of the copywriting object (festivals, policies, user emotions, etc.).

For example:

May Day , let's pulse

• The basic positioning of the copy is "vitality".
• May Day: Background elements of copywriting;
• We: the target audience of the copywriting;
• Pulse: The main body of the product, combined with the implicit medical name pulse, achieves a double entendre effect;
• Pulse: Express the main functions of the product in combination with the writing background;
• Let's get our pulse moving: In line with the writing context, the product expresses how it solves the problem of physical fatigue on Labor Day.

The words I want to say most are in my eyes, in my draft box, in my dreams, and in my wine - Jiang Xiaobai

• The basic positioning of copywriting is "emotion".
• What I want to say most: The target audience of the copywriting is someone who needs to talk.
• In the eyes, in the draft box, in the dreams: the copy’s emotional expression is functional, using glasses, draft boxes, and dreams to depict the desire to confide emotions and the exhaustion of city life.
• Wine: Taking over the main body of the copy, deeply integrating the main body of the copy into the copy scene, expressing the function of the main body of the copy to solve the user's pain points, and pouring out emotions in the wine, whether it is drinking to relieve sorrow or gathering with friends.

Through the above two examples, we can analyze that a good copywriter needs to have a deep understanding of the main copywriting elements, extract the key points, and express the copywriting pain points in combination with the copywriting background. When we don't have a specific idea of ​​how to execute the copy when writing it, we might as well split the copy into parts. Using copy elements to replace an entire paragraph will make it easier to write the copy you want.

2. Combining copywriting elements

Through the refinement of copywriting elements, we have basically achieved the basic conditions for writing copywriting. The next step is to effectively assemble the copywriting elements. What needs attention here is: grasp the brand elements and holiday hot spots of the product, and combine them with the image of the product to meet the promotional needs of the product points. Do not destroy your own brand just to fit the hot spots.

Therefore, in the combination of copywriting, the positioning of copywriting is of paramount importance.

For example:

• For Internet -type copywriting, I can position it as technological, literary, entertaining, and can be imaginative, but vulgarity and spoofs must be avoided.
• The copywriting of the fun type can be both elegant and popular, and can be fast-paced, but it should avoid being rigid and stiff in expressing the product's functions.

At the same time, the functional experience brought by the main body of the copy is the most basic element of the copy. If you only pay attention to the "chatty" nature of the copy without considering its practicality, it will also cause users to have emotional positioning deviations or even disgust.

To sum up: the central point of organizing copywriting elements lies in the basic positioning of the copywriting, followed by the main function of the copywriting as the link point of the copywriting, and the background of the copywriting to set off the overall atmosphere of the copywriting.

3. Content of the confession copy

The content of the confession copy is the simplest and most difficult part in writing the copy. The simplest part is that we have already prepared the preliminary work very well and it is just a matter of expressing it in words, while the difficulty lies in meeting the needs of the vast majority of users.

You need to make sure everyone can understand the copy you write and immerse themselves in the experience of the copy. Here I suggest: novice copywriters must write straightforwardly, because straightforward copywriting makes it easier for users to understand and is also more conducive to your grasp of user emotions.

Because contextualized copywriting can easily lead to a self-satisfaction stage, insiders and people who are familiar with the subject of the copywriting may put themselves in the shoes of the person who wrote it, but as someone who hopes to understand your product through the copywriting, there will only be three feelings: What are you writing? What do you want to express? What is my focus?

For example, the content of an advertisement for oranges in a certain fruit market is "Sweeter than first love", which makes people feel particularly artistic. However, its sales volume is not as good as the "thin-skinned oranges, large and sweet, 5 yuan per 4 pounds" next to it.

This is because the copywriting has fallen into the trap of self-indulgent writing. The words used in "sweeter than first love" are indeed very elegant, but you have to look at the positioning and context in which the copywriting is used. You have to understand: very few literary young people or modern couples go to such messy fruit markets or stalls.

Secondly, the content of the copy, whether it is pain points or some attraction points, is targeted at certain groups of people (single people feel malicious discrimination), while Orange’s target users are the general public. For users, the copywriting expression that only serves as an ornamental purpose and does not solve practical problems is not what I need.

Through the second copy, we can find that: although the language is single and has no topicality, it captures the product positioning and the user's pain points and psychological demands.

Therefore, copywriting does not have to be flowery, but it must not be difficult to understand; the content does not have to be profound, but it must not cause misunderstanding among users; the scope of interpretation of words should be within the scope of your product positioning. In fact, jingle-style copywriting is the best way to achieve the best communication effect.

After all, the songs that people are most likely to accept are either classics or brainwashing. Of course, this is just advice for a novice copywriter. Experienced copywriters please ignore it.

4. Hit the user’s emotions

Directly hitting the user's emotions is a stage in which the copywriting level is sublimated, and it is also the final result after mastering the first three elements. We need to grasp the following points when directly hitting the user's emotions.

1. Take care of the user's feelings without over-stating the product's advantages

Excessive exposure of the advantages of the main body of the copy will only reduce the user's emotional involvement, which is what we often call "breaking the show." Therefore, instead of blindly advocating the main body of the copy, it is better to fully demonstrate the "side points" (the user's implicit pain points) of the main body of the copy.

For example: For a weight loss product, I want to see not only the weight loss effect, but also what benefits weight loss will bring to me. What really impresses users is the harm that "obesity" can bring. Users don't need your meaningless and distant promises, but rather you help them understand the current problems and provide solutions.

Just like the simple marketing of a signature pen, the examiner asked the interviewee how to quickly sell the pen in his hand to the examiner. What the interviewee did was not to boast about how good the pen was and how well-made it was, but to ask the examiner for his signature, but the examiner did not have a pen.

As the saying goes, distant water cannot quench immediate thirst. If you stimulate the user's pain points enough, he will give priority to what he sees first, which is also what he needs most.

What touches users’ hearts through emotional copywriting is not the product but the pain points.

2. Using the simplest language to explain the pain points that the product can solve is the best solution

No one will spend a long time reading a long copy, so you should express the problem you can help users solve as quickly as possible in a short number of words/time.

The content is lengthy but no key point is mentioned; the writing is interesting but only limited to being interesting; the writing is affectionate but the introduction is too straightforward. These are all drawbacks. Therefore, when writing, you must avoid using overly long content that would discourage users from reading. It is a very important skill for a copywriter to be able to appropriately introduce the main body of the copy.

The emotion of the copywriting shows to users not the fine text but the essence.

3. The emotional introduction of the copy is very important, but you have to consider whether your copy is really emotional.

If a product does not have the emotional elements laid out in the early stages, or if such emotional elements do not match the positioning of your product, it will also cause confusion among users. Feelings are not only expressed through copywriting, what is more important is whether your copywriting has a story and whether it can withstand the introduction of emotions.

For example: you go to a restaurant and the interior is ancient and has some stories about the restaurant's founding displayed on the background wall. It feels very interesting to eat and read the stories at the same time. But when you go to another restaurant that is full of modernity and technology and has similar stories, you will feel a sense of disharmony.

The content of the copy doesn't match the atmosphere of the store at all, making it difficult to create a sense of closeness with users. Stories are important, but they are not suitable for every restaurant, which is something copywriters need to realize.

The most important thing about the emotion of copywriting is not the content, but whether it is consistent with the content.

Summarize

The above four elements are a simple interpretation of copywriting. It may not be enough to summarize the copywriting content of the entire industry, but it can be of some help to novice copywriting operators or copywriters seeking breakthroughs.

When we are scratching our heads about copywriting day and night, it may be more effective to change the angle of thinking about the copywriting. I also suggest that you don’t keep worrying about how to write the copy. Instead of frowning, it is better to empty your mind and daydream more, or think about it briefly while riding in a car or taking a walk. This may bring you unexpected ideas.