A hit copywriting must have a golden sentence: 6 tips for creating a golden sentence in copywriting

A copywriting that can touch people's hearts must have golden sentences.

A popular article must have a few golden sentences. Good copywriting must have a golden sentence. People who stand out will find ways to come up with golden sentences.

For example, each of Mimi Meng ’s articles has at least one golden sentence. Instead of complaining about the rules, make yourself stronger. Either give up your dream or improve your strength. Don't take other people's politeness as your luck.

For example, NB’s advertisements are particularly good at creating golden sentences. NB& Li Zongsheng "There is no wasted journey in life, every step counts." NB & Papi Jiang: "Don't run for the dawn, the dawn will come by itself if you keep running."

For example, in "The Debaters" , every debater is a machine for churning out golden sentences. Ma Weiwei's "Positive energy without logic is negative energy." Jiang Sida's "You can become Fan Bingbing in one day, but you can't read like Lin Huiyin in one day."

How to create a golden sentence? Your Chinese teachers in primary and secondary schools taught you this. As long as you use a few simple sentence patterns, you can also come up with a golden sentence.

1. Antonyms

It is to find two contrasting words to create a strong contrast. With contrast, there is emphasis, and it is easier to remember. Both historical figures and entrepreneurs are particularly fond of using antonyms.

• The King of Comedy Charlie Chaplin once said , "Life is a tragedy when viewed from a close distance, but a comedy when viewed from a distance."
• Writer Suzuki's "Things that seem meaningless are actually meaningful."
• Susumu Fujita wrote in his work philosophy that "being ordinary is better than being charismatic."
• The famous quote of Hammer smartphone is "too beautiful to be real".

Tragedy and comedy, meaninglessness and meaningfulness, ordinary and extraordinary, beauty and strength, etc., all use antonyms to leave a deep impression on readers.

2. Progressive Sentences

What is the role of progression? From appearance to essence. That is, the latter one is more important than the former one, and the progressive relationship is used to highlight the latter.

Without/only sentence structure, it is the best interpretation from appearance to essence. If you want to write insightful copy, try using this progressive sentence structure.

There are many in our daily life, such as:

• There are no couples that cannot be separated, only mistresses who don’t work hard.
• There is no copywriting that cannot be written, only laziness that is deep-rooted.
• There is no such thing as unappreciated talent, only infertility.

Another example is the classic copywriting of Vanke Real Estate .

There are no CEOs, only neighbors.

For example, when I wrote copy for a gym, I used this sentence structure to write insightful copy.

There are no good-looking clothes, only good-looking figures.

3. Time Sentences

Time is a good thing. Everyone is familiar with and sensitive to time. Use time sentences to create strong contrast and drive the reader's emotions.

For example, if you don’t work hard when you are young, you will regret it when you are old.

This sentence has been lingering in my ears since I was a child, which shows how much value it contains.

For example, if you ignore me today, I will make you out of my reach tomorrow.

This most inspiring quote, although it is just chicken soup, is very useful.

For example, if you don’t take a nap at noon, you will collapse in the afternoon.

This is a very down-to-earth and practical sentence.

For example, the clothes I wore last year don’t suit me this year.

This summer, this is undoubtedly the girls' favorite phrase.

For example, 20 this year and 18 next year.

The slogan of Baili brand soap has become a classic at the level of an advertising copywriting textbook.

4. Group Sentences

Everyone has a corresponding group, and each group has its own characteristics. Readers will be happy to hear about it if one or two distinctive features can be summarized.

For example, this sarcastic quote.

The handsome ones have woken up, while the ugly ones are still sleeping.

There are many titles that also like to use group sentences.

• Poor people just take a bath, rich people often brainwash.
• Women look at looks, men look at money.

The golden lines in the movie "See You Tomorrow" added a lot of points to the movie.

Only children can tell right from wrong, while adults only look at the pros and cons.

5. Choose a sentence

The biggest advantage of using sentence selection is that it leaves readers with no choice but forces them to make a choice. Find the most reasonable option between the two conditions you set.

• Either endure or get out.
• Either endure or be cruel.
• Either you die or I die.

For example, the copywriting of Valencia juice is very interesting. If you don't mind the trouble, you can drink freshly squeezed juice. If you want convenience, drink Valencia.

Either drink freshly squeezed juice or drink Valencina.

For example, the copywriting of the Beatles is written like this.

If you want to show off your wealth, buy a Rolls-Royce; if you want to get rich, buy a Beetle.

Another example is the advertising copy for treating hemorrhoids.

Either keep your money or keep your hemorrhoids.

6. Wordplay

Word play is about changing the attribute of one word into another attribute. It’s a bit like a brain teaser: what fish can’t be eaten? Wooden fish. What melons can’t be eaten? fool. What book has no words? secretary.

For example, there is a sentence you must have heard.

The longest road I have ever walked is your routine.

Another example is the well-known classic copy of BMW MINI.

Don’t mention the mountains you’ve climbed, only the morning rush hour.

Another example is the god-level copywriting of Apple Pay.

This wallet has no bag.

The same goes for mountains and rush hour, roads and routines, wallets and bags. They are word games that make people think in different ways, so they leave a particularly deep impression.

In addition to the above sentence patterns, there are many other sentence patterns for creating golden sentences. You don't need great literary talent, just look at more conjunctions in Chinese and it's easy to find the rules. Parallel relationship, selection relationship, transitional relationship, cause and effect relationship, conditional selection, progressive relationship, hypothetical relationship, trade-off relationship, etc.

Let me give you a few examples to stimulate discussion.

Parallel relationship: on one side...on the other side...

Xiaomi mobile phone: one side is technology, the other side is art.

Choosing a relationship: Rather than...

Tencent Weibo: Instead of waiting and watching elsewhere, let’s stand side by side here.

Transition: ...But...

Beetle copywriting: It's ugly, but it can take you where you want to go.

Cause and effect: Because...So...

ZTE Mobile Phone : Professional because of focus.
…

To advance in copywriting, you must first master the basic Chinese language skills. No matter how sophisticated a machine is, when you take it apart you'll see only simple small screws. The charm of copywriting lies here, using the simplest words to convey powerful ideas.

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