A case study tells you the difference between a master copywriter and a novice copywriter

In August last year, I finally learned how to use AXURE. I excitedly made a prototype and submitted it, waiting for approval. Unfortunately, Ms. Bao Aile had seen all kinds of things before. Seeing me being so cocky but afraid to blame me for not accepting her, she quietly spent half an hour to remake a prototype so that I could feel it for myself. So I wrote the following tearful self-criticism. Now that the incident has passed, I want to share it with you first.

As a stranger, you don’t need to be attracted by the cover immediately. Simply stating that this is the “Orsen Five Kilometers” may be too pale, and “Run, Programmers” does not reflect the tonality of the Binary Club. It will make people associate it with variety shows and think that it is just an entertainment activity.

Our real purpose may be to hope that everyone can feel the enthusiasm of this organization, the geeky, interesting and high-tech gathering of people.

Therefore, “No running, no craziness” immediately aroused people’s enthusiasm. “It is said that this is the most exciting running party in the entire galaxy.” Human nature is actually very simple. There are a few words that are always omnipotent. You must learn to use those words that impress you most. In this era of fast consumption, everyone’s attention is the most precious. You may only have one second. If you cannot mobilize everyone’s adrenaline secretion within one second, you will lose the opportunity forever. It makes everyone feel that this is a very cool thing, and compared with previous copywriting, it more accurately conveys the message we want to convey behind organizing this event. Especially the title of the cover, you must repeatedly polish it to get the most accurate expression; read more, think more, collect more, and compare more, so that you can continue to defeat monsters, upgrade, and gain experience points.

Similarly, the original image uses words to plainly state that we are passionate and interesting geeks, but it is difficult for others to feel it through these words. The planning and layout of the paragraphs have no sense of hierarchy; people do not feel the ups and downs of this page.

After the modification, the page whets everyone's appetite at the beginning, and has enough connection and transition with the previous page so that people don't feel abrupt; in this way, the reader's feelings and experience are coherent; here, it is timely to bring out what the Binary Club is, we already have such an organization, the name of the organization, what the old members are like, and welcome new members to join, so that everyone understands who you are, what you want to do, and whether you have anything to do with me.

The following ideas come naturally. Why should I join you?

What were your highlights?

I will not buy into this highlight just because you say it is exciting. You need to bring out real temptation points.

By the third picture, the groundwork has ended. At this time, everyone will need more detailed and specific event details, such as how to participate, time and place, prize rules, and review qualifications. If things are not made clear here, some people will lose their patience and jump out. This is probably the most informative page.

The role of wireframes is to tell designers what your main and secondary focuses are and to convey your information more comprehensively. The more realistic the wireframes are, the closer the final result will be to what you want.

Of course, this does not hinder the wit and humor of the writing. If you can make people smile unexpectedly in the details, the readers will be completely conquered by the copy, and they will be obedient, and their behavior will be guided to share or click to participate.

It can be seen here that the original picture was unremarkable and gave me no reason to participate; after the modification, it became an interesting and meaningful activity that made me feel that I had to participate, because if I didn’t participate, I would fall behind and I would lose my class.

The purpose of organizing activities we do not is to get as many participants as possible. It is more about event marketing to achieve word-of-mouth communication, setting thresholds, and screening mechanisms. This can not only help us retain high-quality users and increase conversion rates , but more importantly, it can lay the foundation for brand communication and tone. Okay, now that you're here, we can stimulate registrations and conversions.

Now that we have come this far, we can further elevate the full text and point out the main idea, so that they understand that this organization does not just take people running. Running is just a simple point. Behind it are more interesting and rich organizational content forms. The frequency, content, and organizational structure are clearly presented to the audience again, making it clear at a glance that the essential purpose of any copywriting is to sell, to sell your ideas to others. Therefore, in addition to the basic information being clear, it also needs to be given a lofty sentiment and meaning. Describe the appearance of an ideal utopia, and all you need is just one click.

Highlight the highlights, create clean and comfortable layout, and choose the right fonts. These are not only the designer's job, but also your own job; no one knows what you want better than you.

Looking back at this whole case, there are many things that a company, a project, or a team can do. Not everything is worth doing. There must be trade-offs based on the purpose. So whether what you have done has achieved your purpose can be determined by working backwards from the results. What is the ultimate significance of my Binary Club? I must have a clear account in my mind and a string taut. These are not something you write down once in the project meeting PPT and then discard. Our label, our tone, and our purpose do not need to be explained to the audience. Instead, they should be reflected in every detail of your work at all times and in every opportunity. Always think of yourself as a newbie, and examine yourself from a stranger's perspective to see if you are speaking human language and making things clear.

As for how to express vividly, one of them is language talent. Some people are born with strong expressive ability and use concrete details to describe instead of conclusive words, giving others space to digest. More importantly, it is to be attentive enough in daily life. Look at those classic cases and analyze them like a butcher cutting an ox to see how each of them ingeniously attracts the audience's attention and captures the reader's soul. Like a magician, they guide everyone to make the feedback and reaction you want according to your expectations. The effort is beyond poetry, which probably talks about the principle of gathering sand into a tower.

Another thing is that human thinking is both single-threaded and multi-threaded. On the one hand, you need a main line, like an instruction manual, to explain clearly what this is? On the other hand, you also need to have a structured layout and grasp the rhythm of the copy. Those who want to read carefully or those who want to just skim through can have their needs met quickly.

Tips : Luxury goods can be sold at a discount, but it is difficult to raise the price of street goods. Do things on a big scale and set a high tone, you will never go wrong.

The fundamental reason for the failure of the original image is that it did not find the soul of Binary Club. What exactly is the reason that makes people buy into your business and attracts high-quality people? That is a shining point, which is that this is a group of geek programmers doing something positive, healthy and focused. By joining them, I can be like them.

From the perspective of the idea itself, the common characteristic of finding programmers and running is "excitement".

In addition, in the early stages, we should constantly emphasize what the organization does, who they are, and constantly promote their own ideas. Activities and H5 are merely tools and carriers. Finding the real purpose behind doing things, rather than one small goal after another, is the fundamental reason for the difference in copywriting.

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The author of this article @Lydia compiled and published by ( Qinggua Media ). Please indicate the author information and source when reprinting!