Marketing promotion: 5 tricks for hot posters!

Writing copy is like practicing Kung Fu. If you want to be awesome at Kung Fu, you must first learn the techniques well.

As a copywriter, one of my daily jobs is to follow hot topics. Today I will talk about the routines of hot topic posters.

Of course, there is one thing that needs to be added. I think the purpose of studying routines is not to stick to them, but to break away from them. It is like a swordsman practicing sword skills. He starts with a sword in his hand, then gradually moves on to having no sword in his hand, and eventually he becomes an excellent swordsman.

Ok, enough of the small talk, let me start showing off.

Wang Sicong's father, Mr. Wang Jianlin, a rock singer among entrepreneurs, once said that in everything, one should "set a small goal first." As copywriters, we also need to set a goal before writing a poster - do you want to just make a poster and get it done, or do you want to take this opportunity to create some works and then put them in your resume to accumulate evidence of your promotion and salary increase? As the mastermind of this matter, you have to have an idea. This involves the question of the level of the work - whether it is high-end, middle-end or low-end, so the first thing we need to do is to understand what level we want to achieve and whether we have a similar feeling.

According to the levels, Uncle Gou divides hot posters into 4 levels.

1. Four realms of hot posters

Type 1: “Haha” state

It's the kind of thing that makes you want to say "haha" after watching it. If there are many people selling houses in your circle of friends, you should often see that those who sell houses like to do these things to show their presence. Its function is similar to that of an alarm clock, which is to tell you that today is 5.1 and tomorrow is 6.1, and that’s it.

Type 2: “Hmm” state

This type of work has a little presence. The more common routine is to play with homophonic puns based on the characteristics of the product. For example, in the college entrance examination, if the product is a full-screen mobile phone, you will say "it all depends on strength"; if it is a native chicken in the mountains, you will say "the chicken is smarter than humans", and so on.

The third level: “Oh, not bad”

This type is quite excellent. You can feel that the product is very well integrated with the hot topic. After seeing it, you want to say "Oh, not bad" like Jay Chou. At the same time, you are willing to put it in your favorites and want to copy it when you get the chance (sorry, it's just that real).

About 30% of the various hot topic summary posters on Shuying.com are of this level. The proportion is not high, which is quite sad.

Type 4: “Oh my god” state

This is almost the most beautiful thing in the world. When you see it, you want to swear, thinking: "Which bastard wrote this? It's so well written! Monsters are all born from monster mothers, and humans are all born from human mothers. Why is there such a big difference?"

For example, this one from Mercedes-Benz - when you don’t know how to choose, you must choose C.

After understanding several realms, we have a rough idea of ​​what it will look like. Next, let’s talk about the five styles of posters that Uncle Ergou believes are hot topics. There are always two styles for men and women, one that you can learn from.

2. 5 styles of hot spot posters

The master of advertising, David Ogilvy, once said: "Advertising is for sale. Apart from this, we are nothing." The same is true for hot posters, they are also for sale, but the way of selling is different. Let’s look at the first one first.

Type 1: “Giving benefits”

As the name suggests, today is a good day and the brand is going to give everyone benefits. Common ways include: "Summer solstice is here, sir, let me bring you some coolness." "The beginning of winter is coming soon, don't worry, I have a warm embrace here." Things like that.

Type 2: “Posing”

Durex is best at this kind of style during the interactive service of the ring time, which is to use the product to make a shape, such as a Christmas tree at Christmas and two dumplings at Zongzi Festival...

This type of copywriter is more responsible for ideas, and the specific presentation still needs the help of designers. The two need to be close and work together.

Here, Uncle Gou would like to highlight the series of solar term posters that Hydrogen Interactive prepared for Qia Qia Melon Seeds. They use melon seeds as a series of insect elements. Today they draw a dragonfly, tomorrow a whole mantis, and after a year, they have a complete set of insects. It is very cute and colorful.

Type 3: “Value-based”

When we want to advertise a product, we often talk about its USP, such as Yang Guifei was fat, Li Bai was white, etc.

Therefore, when writing hot topic posters, it is a classic approach to emphasize the special selling points of the product. Here are two examples. For example, the copy of a property located in the CBD on the day of Lesser Heat is "In the world of capital, nothing is hotter than the CBD." The word "hot" is used to emphasize the location advantage, and then it is combined with the extremely hot weather in Lesser Heat.

There is also the Highlander. Because it has a larger space, the text of its Double 11 hot poster is "11.11, you need a bigger shopping cart."

In short, if your product is very long, you can try to talk about the characteristic of "long", such as the longest daylight, longer than Yao Ming, the waiting time is very long, and so on.

Type 4: “Selling ideas”

If giving benefits, posing, and talking about value are things on the physical level, then this one is on the spiritual level.

It’s not about how good the product is, it’s about how cool the idea is. For example, the copywriting of NIKE, which is regarded as a masterpiece by its peers, talks less about products and more about spiritual things. The phrase "Just do it" has been sung for hundreds of years.

Here we take the posters of Mercedes-Benz College Entrance Examination and Anta as examples. "This is one of the few competitions that doesn't focus on appearance" can be said to be a statement of opinion on the college entrance examination. At the same time, the upturned butt of Mercedes-Benz is placed on the screen, expressing the product selling point of Mercedes-Benz that "don't look at the front of the car, the butt is also sexy."

Anta’s “kicking the finish line into a turning point” can be said to be an attitude towards life, or it can be said to be a belief of a certain star or a certain team. It doesn’t talk about any products, but because the copy is sharp and full of attitude, you will like it.

Type 5: “Emotional”

It's the legendary sensational style, using all one's strength to be sensational to death. This level is very high, and I haven't seen many of them.

Here are two examples. One is the copywriting of Hershey’s Mid-Autumn Festival: “ I’m offline all over the world today, just to reunite with you ”, and the other is the copywriting of a less famous real estate project on Mother’s Day: “ I have received many gifts, but the best one is you. ” (This may be my favorite copywriting. The most important person in our life is our best gift. I hope you will like it too.)

The above are the five styles of hot posters that I have summarized. When you don’t know where to start, you can try starting from these directions respectively. Write about one in each direction, and you will always come across a suitable one.

Let’s continue talking about practical operational issues.

3. 3 steps to write hot topic posters

Generally, when I receive a request to write a hot topic poster, I will use the "three-action theory" to carry out my work - move my eyes - move my brain - and move my pen.

Step 1: Eye Movement

People who write articles often say that "most articles in the world are plagiarized." This means that many of us now write articles and come up with creative ideas. In many cases, we just take other people's works, slightly process them, change the signature and logo, and then sell them for money. But the usual situation is that many friends don’t even know where to copy or who to copy from.

I suggest you go to Huaban and Shuying.com to look through the hot posters of other brands in the past, study them thoroughly, see which ones touch your heart and which ones move your kidneys, and take the essence and discard the dross. If you're as ambitious as Neil French, the god of copywriting, you have to read them all and then make something better than them.

Step 2: Use your brain

The materials have been collected almost completely, and now comes the crucial moment. I think a good hot topic poster must establish a connection between the hot topic itself and the brand itself, a clever connection.

So, before we start writing, we need to find this connection.

I use the "collision and impact" method to find the connection. How to collide? First find the keywords of the product, then find the keywords of the node, and then think about whether there is any connection between the keywords of the product and the node.

Here, let’s take a big example. For example, if the product is a beef jerky brand, you first find its keywords:

Keywords for beef: healthy and additive-free, delicious, a favorite of foodies, and loved by children...

Then you can find keywords related to the World Cup , such as: watching football, betting on football, football stars, victory, cool, win or lose, panic...

Then you put the keywords of the product and node together, and then see if there are any popular words recently, such as SKR, here comes my brother, etc., and find the relationship between them.

Typical relationships are:

1. Auxiliary relationship: the product is helpful at the node.

2. Contrast relationship: the product has characteristics that the things happening at the node do not have.

3. Similarity relationship: The product and the node have similarities in certain characteristics.

…

In my experience, as long as you are willing to look, you can easily find 3,456 types of relationships. Only once you find the relationship can you present the relationship between them through words.

Step 3: Start writing

My idol, the famous straight man Mr. Feng Tang, once said in his translation of "A Collection of Poems" that when writing poetry, you should generally rhyme if possible. I also hold the same view when writing copy for hot posters, you should rhyme if possible.

Here, I would like to present an auxiliary artifact, the "Rhyme Word List", which is particularly useful when your brain is stuck.

Of course, rhyme is a technique that even elementary school students can master. If you want to quickly come up with a hot poster copy that is above average, it is best to learn some classic sentence patterns, such as:

We often see these sentence patterns in the copywriting works of many industry masters, such as "There is no CEO, only neighbors", "Uncle Lee is either in the cafe or on the way to the cafe", etc. After going off topic, I summarized the relationships, understood the rhyming techniques, and combined with a few sentence patterns, the copywriting for 3,456 hot spot posters came out.

As soon as the copy was given to the client, it was finalized. Of course, these are all routine things. If you are quick, you can produce three or four sets in an hour or so. They are not very advanced and people with higher levels will not look down on them.

Here, I will talk about an advanced therapy - no routine, just express it.

I have seen hundreds of popular Mother's Day posters. The one that impressed me the most was from a real estate brand with the copy "I have received bad gifts, and the best one is you", and the one from Hyundai Motor's college entrance examination poster " You look at your books again, and I will look at you again ". These are both very realistic words, but they have a particularly moving power.

I think that to write this kind of copy, 70% is determined by fate and 30% depends on training. Reading more awesome copywriting will help improve your feeling of writing this kind of copywriting. Here I will focus on the great copywriting of the Shengjia Fotile series, most of the copywriting of W before 2017, and Cai Meng's copywriting.

Only by having a great teacher as your mentor can you make it look real.

OK, today’s Copywriting Routine Research Institute Issue 001 has ended, and we talked about the following contents. I hope it will be useful to those who are just starting out in the copywriting industry.

Attached are some of Uncle Li Ergou’s daily hot poster copywriting (I like the first one the best, I hope you like it too).

Okay, I’ve talked till my mouth is dry, so I’ll stop here. I don’t know when the next time will be, but we’ll see you next time.

I wish you a clear mind and a bright future.

Author: Uncle Li Ergou

Source: Uncle Li Ergou )