How to write emotionally powerful copy? Here’s a must-have formula for you!

Writing copy is the most common thing done by new media people, especially content-based operators , for which writing copy accounts for more than 60% of their daily work. Writing good copy is not just about making readers remember it, it is also related to whether the product can sell well and whether the brand can be effectively communicated.

Copywriting is magical. Good copywriting can make consumers want to buy and make a purchase.

I have read a lot of copywriting, some good and some bad.

All good copywriting strictly follows one principle: speak human language.

This principle is how Li Jiaoshou writes Y-type copy.

The copy should be written from the user's perspective, so that users can understand it clearly and easily understand the intention of your copy, and simply and directly state the product's functional selling points.

How to verify whether your copy is "speaking human language"?

The simplest example is to let others read it after you write it, and ask people who don’t know your product whether they immediately understand your product after reading your copy? Abandon those self-indulgent copywritings, which are nothing more than a pile of fancy words.

01

The development of good copywriting is not a matter of a day or a night. A good copywriter must be a well-read person. Why do excellent writers have so many golden quotes? It’s because they read more and record more.

If you want to become a good copywriter, the first thing you need to do is develop the habit of reading. Read more books, read a few books every day, and you will accumulate something in a year. Through reading, you can develop a good sense of words, broaden your knowledge, and develop your own knowledge system and worldview.

When it comes to reading, read more classic books, especially classics by famous authors from ancient and modern times, both Chinese and foreign. Especially Chinese classic ancient books, because they are obscure and difficult to understand, many people cannot read them. what to do? You can read a little bit every day, repeatedly, and slowly you will be able to read without obstacles. Classic books are worth our careful reading. The more times you read them, the more you will gain.

Someone said, I don’t have the habit of reading, what should I do?

If you don’t have strong self-management skills, I would recommend that you participate in mandatory input and output activities such as the 21-day reading check-in. It may seem utilitarian, but it is very effective. I was also skeptical about how helpful this check-in activity could be at first. Later, I also formed a 21-day reading check-in group and participated in the check-in with the students. I outputted my reading notes every day. Gradually, I felt like I had something undone if I didn’t read every day (friends who are interested can search #菌叔100天挑战营# on Weibo to see some of our past check-in notes.)

It is not enough to have a reading habit, you also need to record the key sentences while reading, which will be very helpful for you when writing copy. Why did teachers ask us to recite classic texts in primary and secondary schools? It is so that we can use them easily when writing.

Of course, in addition to collecting golden sentences, we should watch more classic movies and enjoy some good songs in our daily life. It can also help us with copywriting output.

02

Good copywriting has its own worldview. Copywriting is full of vitality, and its vitality is reflected in the words and in the reading experience it brings to readers.

The most typical example is Mimi Meng ’s articles. The worldview conveyed in her articles is very extreme. Those who like it like it very much, and those who hate it hate it very much. Mimi Meng’s public account has been criticized by national media several times for conveying “incorrect world views”, and was even banned for a period of time last year. This may be something she did intentionally. Regardless of whether we agree with it or not, Mimi Meng's copywriting did convey her world view.

The most important thing in writing copy is to express your own attitude and opinion. Empty and weak copy has no vitality. Copywriting without vitality is destined to be unpopular with readers.

If we apply this theory to the new media environment, it is called "personalized creation." The copy must have personality and must be able to convey one's own world view. Even the newspapers and media that we think are dry convey very clear attitudes and world views when commenting on hot current events.

03

A good copywriting is one that has a story and a sense of picture.

All popular articles have one characteristic: they are good at telling stories. For example, "Wang Lu Zai Yinshen", "Wu Man Lan Jiang", "Lian Yue" and other big guys are all masters of storytelling.

How to determine whether the copy has a visual sense?

You pick up a piece of copy and read it. If you are a designer, can you design a good picture to accompany this copy?

The reason why classic literary works are immortal is that they can give people a strong sense of immersion when reading, as if they are alive in the scenes of the story.

04

Good copywriting should be emotionally appealing.

What is emotional motivation? The simplest reference copy is Mi Meng’s article. Although many people say that Mi Meng’s copy is very low, she is indeed a master of story writing. With emotions coming in waves, it's easy for you to fall into Mimi Meng's rhythm.

In fact, there are rules to follow in Mimi Meng’s style of emotional expression.

The most taboo in copywriting that expresses emotions is to have too many adjectives, nouns, and conjunctions in the copy. For example, "honorable", "glorious", "shocking"...

Emotional copy should be expressed in as colloquial a manner as possible and use as many verbs as possible.

Nouns are better than adjectives, verbs are better than nouns, and the most lethal word is just "fuck!"

Verbs can easily create inflammatory emotional resonance and visual images. Nouns come second, and detailed descriptions are needed to impress readers and resonate with them. Generally, nouns and verbs are most often used in combination when portraying characters. Many adjectives are just a pile of fancy words. To judge whether a writer's writing is mature, you can see whether there are many fancy words piled up.

You will find that the more classic a work is, the simpler and more popular the words and phrases used are.

We need to ensure that readers do not spend too much time on understanding the text, do not interrupt their reading rhythm, and make them feel a sense of satisfaction while reading the whole article. That is good copywriting.

If you look back at Mi Meng’s copywriting, you will find out why Mi Meng’s copywriting uses a lot of colloquial sentences and a lot of verbs. Moreover, in order to adapt to mobile phone reading habits, Mimi Meng uses more short sentences.

Short sentences + colloquialisms + verbs = powerful emotional copywriting

If you want to know whether your copy is good, read it out loud and feel whether it flows smoothly. Good copywriting is smooth, easy to understand, visual and emotional.

The author of this article @菌叔 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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