I was amazed by how good I was at writing "copywriting" using these two little methods!

Don’t we have to first acknowledge that the natural number 1 plus 1 equals 2? Otherwise, a towering building cannot be built. Because it is a recognized reason and not an unfamiliar word, users can easily absorb the content of the copy, giving people a sense of déjà vu.

Tips for writing copy 1 - Scientific logic of vertical method

If you want to use the vertical method to write scientific and logical copy, please see the example below, which was released in conjunction with the Smartisan T1 commemorative edition mobile phone (2015).

It takes 8 minutes for us to see the light from the sun;

It takes 4 hours to see the light reflected from Neptune;

It will take at least 24,000 years to see light from the edge of the Milky Way;

It takes 13.9 billion years for us to see the light from the farthest star in the universe.

Tips for writing copy 1 - The vertical method is logical

Lao She's "Black and White Li": "Black Li is not black, but has a big black mole on his left eyebrow, so he is Black Li; his younger brother does not have such a mark, so he is White Li; this is very logical to the middle school students who gave them nicknames."

If you want to use the vertical method to write copy that may not be scientific but is persuasive, please see the example below.

The U.S. Army's recruitment copy during World War I: It's not dangerous to join the army and fight! If it is a traditional conventional war, you don't have to worry about dying as a soldier.

There are two possibilities when you become a soldier: one is to stay in the rear, the other is to be sent to the front line.

There is nothing to worry about if you stay in the rear, but there are two possibilities if you are sent to the front line: one is that you get injured, and the other is that you don't get injured.

Don’t worry if you are not injured. If you are injured, there are two possibilities: one is a minor injury, and the other is a serious injury.

There is no need to worry about minor injuries, but there are two possibilities for serious injuries: one is that it can be cured, and the other is that it cannot be cured.

There is no need to worry if it can be cured, but there are two possibilities for those that cannot be cured: one is that you will die, and the other is that you will not die.

Will not die

Small method of writing copy 2 - horizontal method

Unlike the vertical method, which is a method with a high degree of thinking inertia, writing copy using the horizontal method is based on horizontal thinking.

Horizontal thinking is not a mindset for each of us.

What is lateral thinking? Horizontal thinking is not upward or downward logical thinking , but analysis and comparison from other things related to a certain thing. These "other things" may not even have anything to do with you.

Find a new way and a breakthrough, a multi-directional and multi-export thinking.

DE Schultz believes in "New Theory of Advertising Campaign Planning" that the concept of horizontal thinking is not like traditional vertical thinking, which requires "thinking through thoroughly", but "coming up with" new, previously unconsidered methods and ways to solve a problem.

Because horizontal thinking breaks away from fixed mindsets, copywriting written using the horizontal method often has the characteristics of breaking conventions and being creative .

If you want me to describe the feeling of this kind of copywriting, please look at the first three words of the name of my public account .

Below I have excerpted three pieces of writing for you, all of which are written using the horizontal method .

The first copy is from Guangzhou Taikoo Hui , a large urban commercial and entertainment center.

I hope you only become unfaithful when it comes to delicious food. ——Gourmet food store

I hope that you, who have always been consistent, can be a little wilder one day. ——KTV

I hope you're the only one around me when I'm moved by the movie . --Cinema

I hope you just pass by me instead of missing me. - Ice skating rink

I hope that you, who attract everyone's attention, only have eyes for me. ——Photography shop

I hope to accompany you through the long journey of life, but one pair of shoes is not enough? --shoe store

I hope your charm comes not only from the inside but also from the outside. --clothing store

I hope that among so many new fashion favorites, I will still be the favorite. ——Digital store

I hope you will still love me no matter what I become. ——Image Beauty Shop

I hope wine intoxicates us rather than makes us drunk. ——Public Service Announcement: Please Do Not Drink and Drive

I hope the sky in Guangzhou is as blue as our clothes - Public Service Announcement, Please Keep the Air Fresh

No matter how many wishes you have, Taikoo Hui can make them come true for you.

The second one is a text about "subscription" , which comes from Russia's Izvestia .

Dear readers: I started subscribing to the Xinxi Bao on September 1 (last year). Unfortunately, subscribers for 1991 will have to pay an additional fee of 22 rubles 56 kopecks for the entire year. The subscription fee has increased, but under the new situation of rising paper prices and increased sales labor costs, our newspaper will have to survive. We have no other way out. And you have a solution. You have every right to refuse to subscribe to Izvestia and to spend the 22 rubles 56 kopecks on urgently needed things.

A year's subscription to Izvestia can be used to buy: 924 grams of pork in the Moscow market,

Or buy 1102 grams of beef in Leningrad,

Or buy 1500 grams of honey in Chelyabinsk,

or buy a pack of American cigarettes anywhere,

Or buy a bottle of good brandy.

There are many more "or"s like this, but any "or" can only be enjoyed once, but if you choose Izvestia, you can enjoy it all year round. That’s the thing, dear reader.

The third copy comes from Chengpin Bookstore , a very stylish bookstore originating from Taiwan. (Here are 2 series)

Series 1: About Moving

Camus moved, Marquis moved, Calvino moved, Monet moved, Rembrandt moved, Picasso moved, Swedish KOSTA BODA stained glass moved, British WEDGWOOD bone china moved, and French HEDI AR D coffee moved. Dolls of all sizes with gold earrings will also move with the people. On October 1, 1995, Eslite Dunhua store moved.

Series 2: "Eslite Nanjing Store Opening - Discover the New Taste of Nanjing East Road "

Leave the meeting and find the joy of quietness, leave the strategy and find the joy of creativity, leave colleagues and find the joy of peace, leave power and find the joy of security, leave the Internet and find the joy of ignorance, leave the keyboard and find the joy of writing, leave the dinner party and find the joy of delicious food, leave the office and find the joy of new tastes. Food, coffee, cosmetics, accessories, bookstores...discover the new flavor of Nanjing East Road. On October 12, Eslite Nanjing store officially opened.

The core of the horizontal method is horizontal thinking, a multi-directional and multi-outlet thinking . This core is also very core. It was proposed in 1967 by the big shot whom I "praised" last week. Later, the term "lateral thinking" was included in the Oxford English Dictionary, and was explained as "seeking solutions to problems in unorthodox or apparently illogical ways."

There are 4 points to note when using the horizontal method to write copy:

1. Dare to challenge the dominant views and avoid blindly following others or chasing hot topics.

2. Think from multiple perspectives and provide explanations for the problem from different angles.

3. Break away from the stereotype of vertical thinking and don’t always use logic, experience, and old habits to speak.

The vertical method and the horizontal method are two basic and effective methods in copywriting. Experienced users can use it more skillfully, and novices can see immediate results. This is my summary. Rereading the article will give you a better summary. In recent years, copywriters for SK2, Momo , and some travel companies particularly like to mix the vertical and horizontal methods. Here I post a copy for you, from the Philippine National Tourism Corporation :

The "top ten dangers" of traveling to the Philippines:

First, be careful not to buy too much, because the prices here are cheap; second, be careful not to eat too much, because everything is good quality and cheap; third, be careful not to get tanned, because the sun is very strong here;

Fourth, be careful not to stay underwater for too long and come up to breathe, because the beautiful scenery under the sea will make you linger;

Fifth, be careful not to run out of film, as there are countless places of interest;

Sixth, be careful when going up and down the mountain, because the mountain scenery and cloud shadows here often make people forget where they are standing;

Seventh, be careful to fall in love with the friendly and hospitable Filipinos;

Eighth, be careful about falling in love, because Filipino girls are warm and hospitable;

Nine is to be careful not to be spoiled by Asia’s best hotels and restaurants;

Ten is to be careful not to become obsessed with the Philippines and forget to go home.

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

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