How to write copy? I have a personal reference list for you.

If you search online for " copywriting skills" or "copywriting methods", you can immediately find a lot of long articles, but they are all noise without exception. Although it is better than nothing, it is super impractical. Here I share a small list that I often use when writing copywriting, for reference only.

1. Copywriting focuses on positioning

First of all, you know, copywriting in the Internet age revolves around human nature, and its purpose is to achieve the effect of "want to read - want to collect - want to forward".

Therefore, correspondingly, copywriting needs to be more personalized, social and entertaining. The author needs to start from the brand positioning, give the brand personality and character, speak to users in the tone of a friend at the next table, make them happy and stimulate their desire to participate. Therefore, user portrait is of paramount importance.

After drawing the portrait, according to the suggestions of books such as "The Complete Manual of Copywriting", "Copywriting Training Manual", "Screaming Sense", and "Influence", we can focus on extracting 4 angles that stimulate readers' emotions to prepare the article, namely anger, fear, panic, and surprise. At the same time, we must also presume the angle of persuading readers: is it to learn, or to avoid harm? The focus of writing from different angles will be very different.

2. Writing is a process of discovering needs and providing solutions

Secondly, there is no doubt that copywriting has very clear goals. Most copywriters are essentially commanders sitting behind the keyboard, who need to arouse motivation, trigger needs, provide solutions, and persuade users.

How to convince?

• The first step is to create a scenario and trigger demand. Make the user feel clearly deprived and tell him why he needs to read this article. The commonly used reference formula for triggering demand is: "How to do it + what benefits can be obtained "
• The second step is to meet the need and position the copy as a solution to the problem. Tell users that reading the article can meet most of their needs.
• The third step is to prove the efficacy. The copy is the product, and the actual benefits should be pointed out and given, such as using user testimonials, comparing with competitors, having high-quality witnesses to testify, emphasizing the number of reposts of the article on other platforms, the people who benefited, the real dry goods , etc.

Proof of efficacy is often based on the ELM rule of thumb (elaboration likelihood model), which combines central paths and peripheral paths to convince users.

The central path uses logical reasoning and deep thinking to persuade. That is, instill various facts, data, evidence, certificates, research reports, etc., such as McDonald ’s copy: Billions of hamburgers have been sold.

The peripheral path requires the use of language skills to stimulate the user's emotional resonance, such as using pleasant thoughts, positive images, or associations created by hints to persuade users.

Generally speaking, it is best to start with the periphery of the copywriting. After establishing an unquestionable image in the minds of users, use the central path as facts and data to support the core point of the copywriting, and finally add some sensationalism. That is, build friendship - talk about reason - play with emotions.

3. Copywriting inspection is the top priority

Furthermore, good articles are revised. Ask yourself the following questions and rate your copywriting:

What is the core idea of ​​the article? Have they been explained one by one and have evidence been provided for each point? Is there depth to the evidence? Is it relevant to the readers?

Is the content concise and attractive? Is the topic clear? Is the point made? Is the logic clear? Did you use the pyramid principle ? Is it easy to understand? Is it easy to remember? Is it touching?

Are these examples all recognized facts? Is there any in-depth interpretation? Are there any authoritative materials cited, or scientific basis and practical information provided? Is data expression used? Are there any charts?

Are the transitions smooth? Are transition words used accurately? Did you summarize your ideas at the end? Is the inference correct? Is it easy to remember? Does the ending have an emotional appeal? Is it touching?

4. The Kiss Principle of Copywriting

Finally, we must emphasize a kiss principle - keep it simple, stupid, that is, the copywriting language should be understandable even by fools, which requires the copywriter to avoid using some abstract nouns. For example, situation/time/hope/abnormality/feelings/dream/spirit/…

On the contrary, you should use more nouns/verbs/sensory words/numbers to refer to things. For example, Didi ’s copy “Didi’s user share reached 75%, ranking first” was later changed to “Four friends, three use Didi,” and it was accompanied by a poster of the Journey to the West team. This statement is very vivid and easy to understand.

Okay, this is the little checklist I put on the wall when I write copy. I share it with you for reference only. If you really try it once or twice, I believe you will love it.

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

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