5 steps and 5 rules for copywriting!

Article Summary:

● Five steps in copywriting (clarify purpose, research groups, organize selling points, determine distribution channels, and execute copywriting); ● Five principles of copywriting (discussion + evaluation + specification, digital speaking + result display, FAB, use of nine-square grid , and use of mind map) 5 steps to copywriting (1) Clarify the purpose of copywriting The common purposes of copywriting are to express feelings, create communication, and generate sales. Expressing feelings, the craftsmanship of NB shoes and the "seriousness" of Hammer phones are all feelings. It’s a brand-level effect. Xiaohong doesn't quite understand this, but I think it may be less used by our junior operators .

To create publicity, one should write something sensational that goes against normal human consciousness, for example: the copy of Uber in which Shenzhou Special Car is fighting against Uber . After reading it, many people commented that this copy has no moral integrity, no bottom line, and contains typos. But from a public relations perspective, it caused widespread dissemination and discussion, which is a success.

Sales diversion refers to copywriting written for the purpose of sales, such as the advertisements for Melatonin and Wanglaoji.

(2) Research audience Study your target audience. To put it more professionally, this means creating a user portrait, such as whether your users are male or female, what their educational level is, what their income level is, what their preferences are, and how they usually get information. (3) Refine your product’s selling points based on the target audience you research Through research, you discover the characteristics of your target users, and refine your selling points specifically based on the characteristics of the user groups that have been studied. For example: For those who like to take advantage of small bargains, you can focus on the selling point of affordable prices. (4) Confirm your advertising channels Through user research, determine which media channels your target audience generally appears on, and decide which channels to focus on. Different channels you plan to place ads in different formats. For example: If you are advertising on Optimus Prime on the highway, you certainly cannot make it so that you can scan the QR code to receive a red envelope! (5) Copywriting execution After the above four steps, the next step is to execute the copy, following the above four steps one by one. 5 Rules of Copywriting (1) Description + Evaluation + Standardization First of all, I would like to recommend a book to you - "The Writing Weapons McKinsey Taught Me". This book says that text information can be divided into three categories: description, evaluation, and standardization. Norms are actually suggestions, telling you what you should and shouldn’t do. Take our laboratory as an example, there are three ways to write it:

There are 9 big-name lecturers in the Content Officer Lab (record) What next?
The Content Officer Lab is awesome (evaluation). Who the hell believes it?
If you want to learn content marketing , why should you go to the Content Officer Lab (Standards)?

But if we combine these three types: The Content Officer Lab has 9 big-name mentors and is an awesome content marketing community . You must go there if you want to learn content marketing. (Description + Evaluation + Specification) Teacher, where can I register? (2) Numbers speak + results display This is a copy for a computer monitor stand, and its selling point is – saving space. The left side says that the desktop is more spacious after using a monitor stand. How spacious is it? Okay, then the correct copy on my right will tell you the data and also tell you what benefits you will get from saving the money. Right.

(3) FAB Principle: Attributes + Functions + Benefits What are the attributes of your product? (Feature) What is the function of this attribute? (advantage) What benefits does this function bring to consumers? (benefit) We say that product information is divided into two types: one is related to me, and the other is none of my business. We emphasize the benefits of consumers, which means that everything that is none of my business becomes my business. Take Xiaomi mobile phone as an example:

Xiaomi 4 uses Qualcomm Snapdragon 801 processor (attributes). What does it have to do with me?
The phone runs faster. Uh, then what?
Your phone won't lag when you're playing games . Buy Buy Buy

(4) Nine-square grid exhaustive method + MECE classification Then let’s talk about the nine-square grid, and put the subject you want to introduce in the middle. Write as much as possible about the surrounding area and write about his advantages. For example, put the Chief Content Officer Lab in the middle. After writing down the various advantages, you can classify them according to McKinsey’s MECE principle.

(5) Mind map relationship Last time, Jixuejun’s marketing class assigned a homework: How does Durex leverage the market during Chinese Valentine’s Day? So I used a mind map at the time, thinking from one point outwards to see what the relationship was between the two elements. Finally, I think the path connected with the magpie bridge is good, so I came up with the copy: The Milky Way is far away, Ai Du

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