How to write good copy? Here are 6 tips for you!

Today we are going to talk about copywriting . Why can’t you write good copy even though you have learned so many tricks? First of all, we need to understand what is the essence of copywriting? There are many types of copywriting, such as slogans, one-sentence articles, press releases, posts, soft articles, posters , etc., but in essence, copywriting is communication.

Why do you always feel anxious when writing copy? What you write seems to be a little off but you don’t know where the difference lies? In fact, your knowledge is too diverse and you lack a core routine to help you think.

Writing copy is actually the same as chasing girls, that is, repeating the things that come to your heart and telling the stories that come to your heart. So after receiving a copywriting request or a new product and being asked to write an advertising idea, a title , and a slogan, your thinking should be divided into six steps in total.

1

Identify precise users of brands and products>>

In other words, who will read the copy? If we use professional terms, it is user portrait . A mature brand must have a user portrait. If not, as a great copywriter, you need to analyze the user's social attributes, living habits, scenario-based consumption behaviors, etc. to come up with labeled results. You can study more about Maslow's hierarchy of needs. If you explain this from the perspective of pursuing a girl, it's about who you like? Who to chase? Lock in your target and research her qualities, then cater to her preferences.

2

Build a scene and bring users into the scene>>

Once the target audience of the copywriter is determined, build scenarios around the product and the lifestyle of that audience. When the brand and product power are strong enough, the scene can be constructed quickly when writing the copy. However, when brand and product power are not strong enough, it is difficult for the scene to form quickly in the brain. In this way, you can find scenarios that combine with the user group's lifestyle. If you can combine other scenarios with your product scenarios, then you already have creative thinking.

So how do you build a scene? In fact, the scene is people, time, place, purpose and things to do . These elements constitute a specific picture, and this picture is the scene.

Copywriting is to use words to restore the scene and make targeted communication scenes in this scene, including basic scenes and environmental scenes. The basic scenes are characters, purposes, and things to do, and the environmental scenes are time and place.

3

Insight into pain points >>

The human nature that is not satisfied in the scene is the pain point. The use of pain point insight tends to be in product-related copywriting. When performing specific operations, think from the five dimensions of product performance, image, reliability, ease, and price . At the same time, we need to find the corresponding human nature from these five dimensions and analyze competitors to provide more targeted solutions.

4

Emotional resonance >>

Find resonance on pain points in common experience scenarios, and express opinions or provide solutions to the pain points. The core of this is to turn specific things into emotions that users can feel.

Take pursuing a girl as an example. When you are chatting, if you are not good at taking the initiative to chat, then take the initiative to ask the girl about her interests and hobbies, guide her to tell you what is bothering her recently, and then give a passive answer.

For example, the girl said that she likes poetry and distant places, what a coincidence, I like them too. The girl said that she likes Xi Murong's poems, what a coincidence, I like them too, I will give you a copy some other day. The girl said that she wants to go to Dali for fun but has no money, it doesn't matter, I want to go too, you take me and I have the money.

The two more classic cases of emotional resonance are Jiang Xiaobai ’s thoughtful bottle and QQ browser . The copywriting of these two cases actually raises a common problem and then expresses attitudes and solutions. Jiang Xiaobai is saying that loneliness is very common, and the solution is to drink. Xiaobai can get rid of all his worries with a drunkenness; QQ Browser is saying that slow Internet access is very common, and the attitude is "I want it now", and the solution is to use QQ Browser.

5

Make a promise >>

Although promises are unreliable, everyone needs promises, whether from people or brands. You have to tell the audience of your brand or product that owning you can give them a higher-end lifestyle.

The same principle applies to pursuing a girl, you need to make a promise to the girl. You can say in a more vulgar way, "Be my girlfriend, we will travel around the world and I will love you forever." You can also say "Others admire your young and beautiful face, whether out of falsehood or sincerity, but I love your kind heart, and you are the lifelong partner with a fragrant soul that I have been looking for."

Regarding making promises, let’s take the example of the car brand Jeep. Jeep's plan is to appeal to people's emotions, and it does so through copywriting. More importantly, the emotions expressed by Jeep have a strong guiding role in product sales. What is the core promise behind the copy? Jeep is an SUV that can go anywhere and give you a more advanced lifestyle.

6

Combined with hot spots >>

Regarding combining hot topics, everyone should learn to think independently, and the correct routine should be like this copywriting.

Isn't it about readability? Yes, you can incorporate more hot internet words; isn’t the purpose of copywriting to make your presence felt? That’s also possible, just combine it with hot events; doesn’t the copywriting require writing about product promotions? That’s also possible. You can combine promotions with hot festivals. Don’t you need to write about topics? That’s fine too, you can use the IP.

The copywriter must also continue to write stories and emotions to highlight the brand's tone. This is also possible, taking advantage of high-frequency and long-lasting topics in society, such as singleness, inspiration, emotions, and other relatively long-lasting social hot spots. In short, we should target the lives of precise groups of people and use copywriting to present a more advanced lifestyle.

Let’s go back to the issue of chasing girls. Chasing girls is actually chasing hot topics. The hot topics that girls are chasing are the hot topics that you need to understand. If you want to confess your love to a girl but have no chance, popular festivals are the opportunity. Another point is that it is not embarrassing to confess your love, but it is embarrassing to be rejected. So confessing your love on April Fool's Day is a good opportunity. Even if it turns out to be a tragedy, because it is April Fool's Day, you won't be embarrassed to meet again in the future.

In future work, all your daily copywriting types can be thought of according to these six steps, but there may be a step that is not necessary during the implementation process, which requires flexible application in actual combat.

Let's take Didi's creative series of posters " Have a Better Ride Today" as an example. First of all, the target audience is white-collar workers, the scene is going home after overtime, the pain points are the difficulty in getting a taxi and the tiring subway ride, the resonance point is to be nicer to yourself, the promise given is to have a better ride and get off right away with a Didi, and the hot topic combined is the difficulty of traveling due to social hot spots.

When you see the final product, which is the copy, you may feel that the pain points or resonance of the scene are not highlighted, but before presenting the final product, these thoughts must be there, and the final tone and feeling it presents to people will include these things.

Let's take the example of chasing a girl: first of all, the target audience is that you like a poor guy who just started working, the scenario is to rent a luxury car to pick her up after work, the pain point is the need to show off, the common point is that it turns out that you also like car culture, and I promise that you are the one I have been looking for, and the hot spot is combined with the launch of the Super 8 movie .

The complete story is that on the day the movie "Fast and Furious" was released, you rented a luxury car to pick her up from get off work and brought gifts, then went to the cinema to watch "Fast and Furious". After the movie ended, you got out of the car and found a roadside stall to drink Jiang Xiaobai and eat skewers. When you were almost drunk, you confessed your love to her, and then went to another place to continue discussing life.

Every NB copywriter has gone through many scars and has endured countless rejections. You can judge for yourself in the future. There are three standards for whether a copywriter is qualified. First, whether the copy is attractive enough to get people to click and read; second, whether it resonates and mobilizes people’s emotions; and third, whether it can build trust and attract traffic .

If you can meet two of the above requirements, you will pass the test. If you are not satisfied with the copy you have written, you can think about it again from the beginning from the six steps to see if there is room for optimization or whether a certain step has not been optimized. The most important thing is to make the brand positioning clear. If the positioning is wrong, it will be difficult to write the right copy.

Author of this article@ The information flow advertisements in the Star Operation Circle are compiled and released by (Qinggua Media). Please indicate the author information and source when reprinting!

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