High-quality marketing copywriting: 2 misunderstandings and 3 logics of copywriting!

If you are an expert, please ignore this article. If you are a newbie who is hungry and thirsty and needs to make up for the shortcomings, then the useful information in this article can help you grow rapidly in a short period of time.

For marketers , copywriting is one of the essential basic skills. When it comes to copywriting, the first thing that comes to many people's minds is a variety of creative parallel sentences piled together like prose poems. The high threshold makes many people who want to work in marketing discouraged, and they feel that copywriting work can only be admired from afar and not played with. In fact, everything has its own rules. I believe that after learning this series of dry goods on copywriting, you will be able to master the rules of copywriting, easily take off "her" mysterious coat, and produce beautiful copywriting.

1. Write copy that sells

Why do copywriting? The main purpose of writing copy is to impress consumers emotionally and psychologically through copywriting, so that consumers can bring real orders to the company and win profits. Some people may object to this and say that we are trying to increase brand exposure. However, from a macro-marketing perspective, the ultimate goal of branding is to get consumers to pay for it.

The "sorry" battle between Jiaduobao and Wanglaoji in 2013 attracted a lot of attention. Within two hours, it was forwarded 40,000 times on Weibo, received 10,000 comments, and users' mobile phones were flooded with messages.

In 2015, everyone criticized Shenzhou & Uber. Some people in the industry commented that it was a war of words, some criticized it for being too vulgar and attacking competitors. For the newbies outside the industry who don’t know right from wrong, the slogan beat U was even more incomprehensible, “What an idiotic copywriter! I provoke you, I offend you.”

As the saying goes, layman watches the excitement, while expert watches the door. It doesn’t matter which of the two cases is right or wrong, nor does it matter how many reposts and comments there are. What’s important is that the copy has been sent out and the money has been spent. What the boss may be concerned about is how many people will buy it in the end. What is the input-output ratio? One copywriting is praised by everyone for being creative and beautifully written, and it has been exposed tens of thousands of times, but no one buys it. Another copywriting is mediocre and does not receive much attention, but it can bring 100% conversion. Is it good or bad? Any small or medium-sized startup , or even a large corporate group, hopes to get 3 points of output for every 1 point of investment. In their minds, CPA or CPS is always much more important than CPM.

Therefore, from today on, learn to use data thinking when doing copywriting. This data is not the exposure, not the forwarding, not the number of readings, nor the number of comments, but the most important one is the number of orders. Start your marketing journey around this indicator, and create sales-oriented copywriting based on this central idea.

2. Two Misunderstandings of Copywriting

1. Write creative copy

For newbies in the workplace who have just entered the world of marketing or have read a few marketing books, they want to come up with a big idea, an idea, and a few successful cases in everything, and then they feel that they have become successful. However, often the things you have spent half a day to come up with may be worthless if thrown into the market. This is not to say that creativity is not important, but that creativity is a luxury.

An advertisement that cannot promote sales cannot be called a creative advertisement.

David Ogilvy once clearly stated in "Ogilvy on Advertising", "I doubt if you can find one great idea in 100 advertisements." Throughout Ogilvy's long career as a copywriter, he only had 20 great ideas, if they can be called great ideas.

At 60 mph, the loudest noise comes from the car's digital clock

Let’s take a look at those familiar advertisements that sold like hot cakes.

When you are tired and sleepy, drink Red Bull

If you are afraid of getting angry, drink Wanglaoji

From the above cases, it is not difficult to see that many advertising copies are vulgar to the core. Therefore, for newbies, don’t engage in creative worship from the aesthetic perspective of art, design, and text embellishment. Sometimes, simply and directly hitting the point may make users feel that you have a lot of substantive content, which may be hard to chew but is well-deserved.

2. Write persuasive copy

The core of copywriting lies in communication, which conveys the brand and spiritual value of the product. Every day, various products are subtly interacting with us through copywriting. When it comes to communication, we often hear people in the office say, "I think...", "I believe...", "probably", "it seems", "about", etc. These are subjective and vague words, which often lead to big deviations in the subsequent work process.

Marketing is a rigorous scientific system. As a disseminator of public information, the description of the copy must avoid being subjective and vague. So how can we avoid such problems?

Avoid using adverbs that are exaggerated or vague. For example, "Xiaomi phones are so easy to use." What's the good thing? Users don’t know. From a physiological point of view, the left brain of the human brain is used to process visual information such as images, and the right brain is used to process text information. When processing information, the left and right brains often cooperate. While the brain receives your statement, it is difficult for the user to form a clear and specific picture of the product in the abstract mind of the user, and this vague feeling will cause the user's expectations to be either too high or too low. If it is too low, people will not be interested in your product; if it is too high, the product will not meet their expectations and they will be disappointed.

Therefore, the best way is to use data and pictures. For example, “129 grams, it feels unrealistically light, with a large 5.15″ screen and the whole device weighing only 129 grams. There are also 3D slim sides and the warm feel of curved glass. The moment you hold it in your hand, it feels like you are gently holding the reflection of the whole world. The product selling point is clearly visible.

3. The logical principle behind the copywriting

Everything has its own rules. Once you find the rules, you will find the logical principle behind them. As we learned when we were young, in a right triangle, the sum of the squares of the two right-angled sides is equal to the square of the third side. The logic behind this is the hypotenuse-3-4-side theorem.

So what is the theorem formula behind the copywriting?

Through the core elements of information transmission in communication studies - communicators, communication content, communication media, and receivers, we will find that copywriting content is only one part of the communication chain. For copywriting content to be effectively disseminated, it is subject to the media and the audience. Therefore, a good copy must be in line with the audience positioning and convey the core selling points of the product to the audience through the media that the audience frequently contacts. The logical framework behind the copy is naturally clear: audience + channel + content.

1. Audience: Don’t talk to a cow

We often hear people say, "Speak the truth to real people and lie to ghosts." The reason is that the needs of the two audience groups, humans and ghosts, are different. Therefore, before writing the copy, we must also determine who the target audience of the product is, whether the existing channels can cover it, and whether the product price is affordable? If we can't distinguish between people and ghosts, our copywriting will have no effect. Boya smashed his zither and found his soulmate through the sound of the zither. What if he just played the zither to a cow all day long?

2. Channel: Channel influences copywriting

As users' reading habits gradually change and reading time gradually shortens, and at the same time, limited by the differences in the size of media display areas, the impact of channels on the sales effectiveness of copywriting is very huge. For example, for outdoor advertising on the highway, when the user is driving at high speed, the height of the billboard inside the car is about 5mm-1cm, and the effective reading time is 1-5 seconds. Such a short time is not suitable for too dense copy content, otherwise there will be no effect. What is suitable for? Best brand advertising. The effective reading time of magazines on high-speed trains and airplanes is generally 1-30 minutes, which is suitable for long and in-depth copy, allowing users to gain in-depth understanding of the product. As for Weibo, the effective browsing time of a post is generally 1-3 seconds, and it is also limited to 140 characters. So in the early stages we need to arouse the user's interest and attract their attention, so that they may open the post and continue reading.

3. Content: Summarize the core selling points

The formula for summarizing core selling points = product features + product experience + problem solving

Case: Take Xiaomi Mi 5 as an example

(1) One-sentence selling point captures user interest

16 lights save power and bright screen, bright and transparent

(2) Use data to support selling points

The screen is deeply customized, with 16 LED beads precisely arranged on a 5.15″ screen, increasing the brightness by 30%

（3）Solve user problems

It looks more transparent under the light and clearer under the sun

(4) Adjust the copywriting style according to the target audience

Although it is also a mobile phone, 8848 is positioned for high-end business people, and the copywriting is: "Wang Shi's choice", which perfectly combines Wang Shi's personal successful business image with the business positioning of the mobile phone. Xiaomi is positioned for enthusiasts and is more suitable for a popular copywriting style.

Summarize:

A principle of copywriting: sales power.

Two Mistakes in Copywriting: Don’t Be Creative and Don’t Be Ambiguous

The three logics of copywriting: audience, channel, and content.

After reading today’s useful information, do you feel like you have made rapid progress and are moving at full speed?

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