Use "copywriting sentence patterns" to create memorable and highly popular copywriting
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If you are sensitive to hot topics, I believe you must still remember Jumei Youpin’s “I am XX, I represent myself” series a few years ago. If you have forgotten it because it has been so long, you must have seen or heard of the two hot copywritings: the subway series poster copywriting of Toutiao a few months ago - "Today XXX, read Toutiao." and the popular comment copywriting of Haier Weibo a few days ago - "XXXXXX, but I still can't afford a house." A series of similar copywriting with the same sentence structure had appeared before these two hot topics. I believe that after such a long time since the hot topic, you may not remember many specific copywriting contents, but you will definitely remember these copywriting sentence patterns. Due to work needs, I often see many official Weibo accounts interacting with each other. Therefore, we have recently discovered that the most common form of cooperation, the easiest to remember and the most popular Weibo linkage is that multiple official Weibo accounts jointly release posters with the same sentence structure, which is neat, uniform and regular. A fixed sentence structure combined with a series of marketing methods can easily create a hot spot. However, what I want to talk about today is not how to create a hot spot, but the sentence structure of the copywriting . I have read many classic copywritings and have copied some of them down and memorized them in my heart. When I can't write copywriting at work and my thoughts are exhausted, I recall some sentence patterns of classic copywritings and occasionally I can write one or two catchy copywritings. A sentence must be organized according to a certain scale, and this pattern is called a sentence pattern, such as judgment sentences, passive sentences, parallel sentences, and imperative sentences, etc. The sentence patterns of modern Chinese are very rich. Common sentence patterns include: long sentences and short sentences, active and passive sentences, affirmative sentences and negative sentences, declarative sentences and rhetorical questions, etc. I wonder if you understand the sentence structure of copywriting after hearing this? If you still don't understand, let's take a look at a few examples : We don’t produce water, we are just nature’s porters; — Nongfu Spring We don’t produce gossip, we are just the entertainment industry’s porters; — Care for Gossip Growth Association All the introverts in the world are talking to the wrong people. ——Momo , all encounters in this world are reunions after a long separation. ——Hot Sentences on the Internet It's not something that is born this way, it's just that we persist in doing it every day. ——Keep It’s not that I’m mature at a young age, it’s just that my appearance has not kept up with my soul. ——PPTV Focus The warmest light must be on your way home. ——No matter how precious the tree in Vanke is, it is not as good as the one in my memory. ——Vanke No matter how small the force is, it is a kind of persistence. ——Public Service Announcement “Water Conservation” No matter how small an individual is, he or she has his or her own brand. --WeChat I am busy and anxious, eager to grow, eager to try, and eager to prove. I am impatient, and I want what I want now; I will do it as quickly as possible, without talking nonsense, doing useless things, and wasting time. I am impatient, and I want what I want now; where is the time to nap for dreams? I am vying to live out the colors and chase every moment. I am impatient, and I want what I want now; —— QQ Browser After reading the above examples, you should understand what the sentence structure of copywriting is. Nicolas Zhao Si, the Asian dancing king, once said: "There is nothing in the world that can't be solved by a barbecue. If there is, then two barbecues will do." A "hypothetical" sentence pattern that can be extracted from this sentence is "There is nothing in the world that XXXX cannot solve. If there is, then it is XXXX." If I ask you to imitate and write a sentence according to this sentence pattern, I believe you can write a lot, and among them you will inevitably come up with one or two unique golden sentences. ◆ ◆ ◆ ◆ ◆ Let me give you another example~ This year's Olympic #Lin Li Battle#, Anta's copywriting at the time was: “The real opponent is the one you want to win the most.” If you imitate, you can write: "A true friend is the one you are most willing to surrender to." "A true enemy is the one you are least willing to surrender to. "Thus, these paragraphs can be refined into a "definition" sentence: "The real XXX is the one who is most XXXX to you!" Do you think it’s much clearer? Like this, we can extract many sentence patterns from previous classic copywriting. Therefore, the sentence pattern of copywriting is sometimes like a multi-combination formula, and many times applying it is enough to reflect the theme. But the sentence structure of copywriting is not as fixed as mathematical formulas. The sentence structure of copywriting is very flexible. It will give you a formula to apply when you have no inspiration. Not every sentence of copywriting is suitable for finding a sentence structure to apply. After studying many copywriting sentence structures, you will find that the sentence structure of copywriting is cultivating your logic and sense of language at all times. In literary creation, "rhyme" is always important. Whether it is a seven-character regulated verse or a five-character quatrain, the ending sound will often rhyme with the last word of the sentence, or use words with the same or similar final vowels. Copywriting sometimes also emphasizes this point. In a series of parallel sentence copywriting, rhyming and catchy sentences will be easier to remember. For example, in 2014, Jeep launched a series of posters titled "There is a Jeep in Everyone's Heart" . The double entendre criticized Volkswagen, Mercedes-Benz and BMW, which triggered a series of #Over the Hills# poster counterattacks. Jeep#Everyone has a Jeep in their heart# No matter how seriously you try, the path that everyone takes will never become a style. #Everyone has a Jeep in their heart# Life is passing by so fast , don't keep asking me for news #Everyone has a Jeep in their heart# Even a Ferghana BMW will feel a little tired after the passion fades . #Everyone has a Jeep in their heart# #Over the Hills# series of posters Mercedes: After crossing the hills and snowy peaks, I found that you all had gone home for major repairs. Toyota: After crossing the hills and snow-capped peaks, I realized that you are just fooling people. BMW: After we got over the hill, I realized I had lost you. Land Rover: After you've crossed the hill, you realize you've fallen into a ditch. Lexus: You've just crossed the hill and realized you're out of gas! From the above series of posters of #过过山丘#, we can find that the final vowel of the last word all ends with “u”, and the summary sentence can be a “conditional” sentence of “after crossing the hill, we found XXXXX” . The parts of speech of conjunctions in literature can be roughly divided into eight types : Parallel, progression, transition, continuation, cause and effect, conditions and hypothesis. Many copywriting creations make use of these relationships. In many classic brand copywriting, what remains unchanged is the essence of the sentence structure. So. Among the copywriting you have seen or written, which ones have used words with these part-of-speech relationships? You can leave a message in the comments and we can communicate and learn together. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @(Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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