Advanced copywriting | Seven tips to help you write “interesting” copywriting

Third-rate copywriting is like cold boiled water, which neither fills you up nor satisfies your cravings.

Second-rate copywriting is like white flour buns, which can fill your stomach but cannot satisfy your craving.

First-class copywriting is like a pig’s trotter, with tendons and meat, which can withstand chewing and leaves a long aftertaste.

In this article, you won’t see the new media copywriting routines that are all over the circle of friends , nor the e-commerce copywriting skills that make the advertising conversion rate soar, nor the "adult fairy tale from a monthly salary of 3,000 to a monthly salary of 30,000". You can only savor the micro-techniques of copywriting slowly.

Why should we write “interesting” copy?

Because it is the opposite of "too flat", "unmemorable" and "lacking highlights". It is the perfect combination of insight, sharp thinking and word play . "Interesting" copywriting is not only novel, but also can always see through people's inner thoughts and expose some small dark sides, making consumers feel "you still understand me". Next time they encounter a similar situation, they will think of you, creating a memory point, and then increasing their interest and favorability towards the brand and product.

What is considered “interesting” copywriting?

Abstract descriptions are too laborious, so why not try it yourself first? If you were to write a copy for a gym, how would you start?

A copywriter:

First-class fitness equipment to get a perfect body.

Consumers: What is first-class? What is perfection?

B copy:

Keep exercising every day to relieve stress, lose weight and shape your body.

Consumer: I know all this.

C copywriting:

When you are unhappy, it is better to sweat than to cry.

Consumer: My boyfriend and I have been having a small fight every three days and a big fight every five days recently, so I might as well go to the gym.

You weigh 160 pounds, and your sorrow and shame weigh more than you.

User: Life is too hard for fat people, so go get some exercise.

Every time I stand in front of the mirror after taking a shower, I am reluctant to put on my clothes.

User: If you have a bad figure, nothing looks good in you. If you have a good figure, nothing looks better. Fitness is the way to go.

Type A copywriting is common, using extreme adjectives and meaningless pronouns. Consumers have seen them too many times on countless product detail pages on Taobao and JD.com , and in DM sheets all over the streets, but they are like groups of passers-by who disappear after meeting each other, and can never enter their hearts.

Type B copywriters begin to abandon vague adjectives and talk to consumers about reason using plain language. However, in the era of information explosion, consumers have heard more truths than you have eaten salt, and the reality is, "I understand the truth, but I'm just too lazy to act." It is difficult to influence consumers' decisions without revealing the bloody truth.

Type C copywriters understand reason, have better insight, and use word games appropriately. It has insight into the real reasons behind "reducing stress, losing weight, and shaping the body" in Type B copywriting. Every sentence has a scene and a sense of picture. Some small tricks are also used in the text, such as the comparison between "sweating" and "tears", the comparison between the abstract weight of "sadness and shame" and the concrete weight of "160 pounds", and the ridicule of the common action of "looking in the mirror after taking a shower".

How to write “interesting” copy?

The key to writing “interesting” copy is to “combine soft and hard elements”. Soft refers to keen insight, which is the prerequisite for making the copy "interesting". However, the improvement of insight requires long-term and deliberate training of thinking methods, which will not be discussed in detail in the "Basic Skills of Copywriting" series of articles.

Hard refers to solid writing skills and techniques. In fact, as they grow older and their understanding of consumer psychology improves, many copywriters have more or less understood the so-called "human nature", but how to use the power of words to express them skillfully has become a big problem, which is also the main problem that this article wants to solve.

7 tips to make your copywriting interesting

Baudelaire, the author of "Flowers of Evil", once said, "I have spent my whole life learning how to construct sentences", which shows that the master's works can be passed down to the world, in addition to his thoughts, but also inseparable from his solid writing skills. There are ways to make your copywriting fresh and timeless. Here are some rules I have summarized and I am happy to share them with you.

1. End rhyme

Rhyme is a common writing technique, and general consumers also like it. For example, Didi Chuxing ’s copywriting “Sending the car is the best routine” not only reveals the common tricks used by young men and women to hook up with each other, but the rhyme of “sending the car” and “routine” also makes the copywriting more catchy and easy to remember. Momo’s copywriting, “All introverts in the world are talking to the wrong people,” is similar in nature. In fact, it is just a different way of saying “shy in front of strangers, talkative in front of acquaintances,” which makes the copywriting a lot fresher and more interesting.

Other similar examples include "The taste of Michelin restaurants is expensive, the taste of mother's is precious" ( Today's Headlines ), "The darling in the eyes of his hometown should not be a wanderer in the city" (real estate copywriting), "Drink up all the words that are hard to express" (Red Star Erguotou), "When everything goes well, you feel you are great, and when you encounter troubles, blame Mercury retrograde" (UCC COFFEE), which are all successful examples of using rhyme.

2. Comparison method

The use of contrast techniques can produce a stronger contrast and highlight the core appeal of the copy. For example, "I can love you without leaving any room for you, but it's better not to make your house too crowded" (real estate copywriting), and the very famous red wine copywriting "A distance of three millimeters takes ten years for a good grape to grow", "The difference between an artist and a fish is that a fish is worthless when it dies, but a dead artist is more valuable; the similarity between artists and fish is that you should buy them while they are still alive" (real estate copywriting).

Similar sayings include "You have a heart that is farther than ten thousand miles, but you sit on a chair that is less than one square meter" (Buick Encore), "You only smell my perfume, but don't see my sweat" (Jumei Youpin), and "You go conquer the world, I just want to conquer one person's stomach and heart" ( Xiachufang ).

3. Disassembly method

The essence of word-splitting lies in the new meaning generated in the process of splitting. When explaining its economic aesthetics, Taiwan's PX Mart used copywriting such as "Come to PX Mart won't make you fashionable, but the money you save can make you fashionable", thus making a place like a supermarket, which doesn't sound very cool, associated with youth and fashion.

In addition to the decomposition at the meaning level, there is also the decomposition of words, but I personally think that this type of decomposition is slightly inferior, such as Dianping's "If you can't even enjoy your food, how can you live a fulfilling life?", "Young people need guidance, but they don't need pointing and nagging", "Some people like to say that they are from the Foreign Trade Association, but their appearance prevents them from joining the association."

4. Metaphor

It is a metaphor that Dafa is good. Metaphor is a shortcut. Writers and good copywriters throughout the ages have left behind some classic sentences. For example, the British essayist Charles Lamb said, "Childhood friends, like childhood clothes, can no longer be worn when you grow up," and Neil French said, "Life is a bitch, and you marry one." The benefits of metaphor have been explained in detail in the past few articles, so I will not repeat them here.

5. Reversal method

A set of posters for Tmall’s Double 11 shopping spree included the following messages: “To be a trendsetter is to not disappear in the crowd” and “Bringing good things home is to bring a better state out of the house”, providing reasons for shopaholics to unleash their material desires. Xu Shunying's article "Go to clothing stores to cultivate your temperament, and go to bookstores to display your clothes" written for Zhongxing Department Store reveals the mentality of women wavering between material things and civilization.

6. Anti-common sense law

Using copywriting to express some truths that subvert conventional cognition can easily arouse people's curiosity and make people interested in reading. UCC, a coffee brand that insists on drinking some negative energy every day, tells people that "fools in this world may not be really stupid, but they definitely think they are smart."

Douban, which encourages users to stick to their spiritual corners, tells everyone that "the person who understands you best may not necessarily know you."

7. Storytelling

Many years ago, Vanke created a group of posters with the theme of "Let Architecture Praise Life". The posters revolved around buildings, which are spaces where people live, and told ordinary yet touching stories, with a humanistic atmosphere permeating the words.

How a brick ages in time,

How does a mailbox record a mottled love?

What kind of childhood does a graffiti mark?

Even the new leaves of the creeper,

Even the game where you slide your finger across the wall,

They are the most vivid expressions of architecture.

Vanke believes that memories rooted in life,

Buildings will be filled with life everywhere.

As long as we are alive, there will be traces of life.

The iron nail that once hung the schoolbag,

The scale on the door frame grows with the body.

There are also handles that have been polished by time.

All the marks and thoughts about life,

Always inadvertently engraved in every corner of the space,

The years form a chapter, accumulating the thickness of memory.

Vanke believes that only buildings that respect the history of life can

Only then can we support sustainable life in the future.

if,

The courtyard lost its chaotic childhood.

The kitchen has lost the influence of oil, salt, sauce and vinegar;

if,

The window has lost the light of gathering and talking,

The balcony has lost its interpretation of spring flowers and autumn moon.

architecture,

Only cold materials and empty piles will remain.

Vanke believes that life needs different expressions.

And architecture is its freest stage.

Conclusion

Although word games are fascinating, they can only serve as icing on the cake. Accurate insight and control over the effects are the basic qualities of a copywriter. So, don't force it. After all, "cleverness" and "witty" are not really synonymous with "interesting".

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The author of this article @Uma Xiaoman Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map