How to write good copy? Learn these 17 methods!

1. First you need to digest the information about the product and the market

Then you should describe the product in no more than 20-30 words. These 20 words should include the product's characteristics, functions, target consumer groups, and spiritual enjoyment.

2. Dare to make promises to consumers

What should I promise my consumers? This is very important. Without promises, no one will buy your products. The more specific the promise, the better. The promise of "making you beautiful" is not as powerful as "helping you save 10 yuan"! Don’t write a promise that you don’t even believe in. Think carefully about what guarantees your promises have in the copy .

3. Identify the core idea

With these two points, you can determine a core idea, also called a big point or big idea. This core idea is firstly very simple, secondly it can be extended into a series of advertisements with great potential, and thirdly it is very original and can wake up many indifferent and nonchalant consumers. I will talk about this later when I discuss creative methods.

4. Choose a good title

The most important thing about an advertisement is the title. A good title can determine 70% to 90% of the success of an advertisement. When it comes to title creativity, please keep in mind the following three basic points:

(1) Storytelling

A title with an attractive story will attract people to read the text carefully.

(2) Novelty

An advertisement that can arouse people's curiosity will attract many people. The advertising title must be novel.

(3) Newsworthiness

Everyone loves to read the news, and a headline that sounds like news will attract a lot of attention. To write a good advertisement, before you start writing the main text, be sure to write more than fifteen headlines and then choose a satisfactory one from them.

5. Basic methods of creativity

The above discussed the three characteristics of title creativity. The following mainly discusses some creative methods.

(1) Personification

When a product is personified, good ideas usually come out.

(2) Reverse thinking

Others always say that they are the boss. If you admit that you are the second, you will stand out. When others say "red", it will often be unexpected if you say "black".

(3) Situational imagination

Many advertisements rely on imagination of familiar scenes in life.

(4) Using hot topics

For example, taking advantage of various hot topics such as Olympic Games, holiday marketing , celebrity weddings, etc.

(5) Use metaphors, symbols, associations, etc.

Comparing or associating a certain characteristic with an object or other things often produces a surprising effect. Lenovo is also very creative and can come up with many good copywriting, such as Shanghai Mitsubishi, which is 30303030, which makes people think of Mitsubishi immediately. Taiwan Black Pine Beverage, "Black Pine is happiness", connects Black Pine with happiness.

(6) Use exclamatory tone to be creative

For example, using "Sure enough", "Damn it", "Dear" etc. are all very attractive.

(7) Use creative layout

For example, the Southern Metropolis Daily’s front-page advertisement titled “Ex-Mrs. Zhang” (full-page advertisement about mistress) and so on.

(8) Rely on familiarity.

(9) With the help of pets, beautiful women and babies. Due to space limitations, I will not give examples one by one.

6. Speak the truth and give a sense of intimacy

The most important thing about a good copy is to tell the truth instead of being pretentious; to give a sense of intimacy; and to inject real emotions.

Speaking of facts, the most classic one is Ogilvy 's creative "When a Rolls-Royce is traveling at 60 kilometers per hour, the loudest noise inside the car comes from the electronic instruments." The copy lists a large number of facts and is extremely exciting. Advertisements must avoid empty preaching and must tell consumers some very real and specific numbers.

To give the copy a sense of intimacy means that you must write the article in the tone of a friend, in an appealing and pleasant way, with your sincerity and approachability revealed between the lines. This kind of temperament of yours will be brought into the product, and consumers are likely to buy the product because of this.

Write with real emotions, and words that move yourself will definitely move others. In the Olin distilled water series advertisements, one of the articles was about my own personal experience, which moved many people.

7. Greet the target audience

Your target consumer group is women, so it is best to use words such as woman and sister in the copy. If it is the child's mother, then the word "mother" should appear, and if it is a man, the word "man" should appear.

8. Don’t be afraid of your copy or title being too long

Don’t be afraid that the title or copy is too long. Good advertising copy is not necessarily short copy. Although many users prefer short copy in many cases.

9. Raffles, gifts, coupons

The advertising copy will be more attractive if it includes raffles, gifts, coupons, etc. When describing these gifts or raffles, it should give people a refreshing feeling.

10. Stay close to the hot spots

If the advertising copy can be combined with an event or activity, it will be more vivid.

11. Sufficient reference materials

To write a good copy, you must have enough images and reference materials in your mind.

12. Avoid using very uncommon words

Uncommon characters often increase users’ thinking time and affect the reading experience, so they should be avoided as much as possible.

13. Frequent use of these words is more likely to resonate with users

The following words can be used frequently: free, dear, respected, money-saving, epoch-making, amazing, announce, expose, news, brand new, happy, comfortable, touching, secret, truth, details, a certain day of a certain month, today, tomorrow, the day after tomorrow, etc. Also, use more questions, verbs, and exclamatory sentences. The language should have ups and downs and rhythm, and the writing style should be fluent. Use fewer empty words such as "because, so, not only, but also".

14. Product data is useful

If your product has some very useful data, use this data as the title.

15. You need to learn the skills of news editing

(1) Learn how to edit so that you can extract the most concise sentences from a large amount of text.

(2) The ability to layout. Print advertising requires journalists to have good editors and layout skills, which will attract special attention.

(3) It can be arranged in a suitable layout, thus standing out from the crowd.

16. Reasonable use of testimonial advertising

Testimonial advertising is one of the effective advertising methods, but it must be written truthfully and the language must be very appropriate to be convincing.

17. Focus and try to say only one thing

Stick to one point in an advertisement. Simple and pure promises with too many points can easily make consumers forget or even confused.

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

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