After watching "Your Name." 》After reading this, I have three thoughts on copywriting

Makoto Shinkai's new work "Your Name." 》 was officially released yesterday. At first I wasn’t very interested in this movie, but since many people in my circle of friends were recommending it, I watched it last night while it was hot. As for the review, I believe that everyone who has watched it will not regret it. I'm not here to give away spoilers. I'm just going to talk about three thoughts I had about copywriting learning after watching this drama.

01. How to write an excellent title?

Title parties are no strangers to all copywriting. There are countless articles on “teaching you how to choose a title”. The general routine is nothing more than making a fuss based on a few weaknesses of human nature in order to arouse people's interest. I won’t give specific examples, I believe everyone is familiar with this. A title written in this way may be a successful title, but it is far from an excellent title.

So what kind of title is an excellent title? Sugarman once said: "The only purpose of a headline is to get people to read the first sentence of the copy." In addition, an excellent headline should also add a sentence: "People will silently like your headline after reading the entire copy."

An excellent title contains an understanding of the entire theme of the copy. Before watching the movie, "Your Name." 》This title has made me curious for a long time, and of course I am not the only one who feels this way. Because the various re-processing of the title in my circle of friends has made me feel everyone's interest in it. What dialect version of "Your Name?" ”, about “Your Name.” 》’s application scenarios, of course, also include “Your Name.” 》joke.

I won’t talk about the rest, because I believe many people have seen various posters. Here I will just talk about a joke I saw on WeChat Moments:

"A movie is finally released, and it has the same name as the person I like."

"What movie?"

"Your name."

So, this title is successful. Because it can not only stimulate the audience's desire to find out more, but also has its own dissemination properties. But why do I say it is an excellent title? You will have your own answer after watching the movie. When you watch the whole movie, you will find that this title contains the essence of the whole movie.

This reminds me of the classic copywriting that the copywriting master David Abbott wrote for Chivas.

Because I've known you my whole life

Because a red RUDGE bike once made me the happiest boy on the street

Because you let me play cricket on the lawn

Because your checkbook is always busy with my support

Because our house is always full of books and laughter

Because you spent countless Saturday mornings watching a little boy play football

Because of all the nights you were at your desk working while I was in bed sleeping

Because you never embarrass me by talking about the birds and the bees

Because I know you have a faded newspaper clipping about my scholarship in your wallet.

Because you always make me polish my heels as shiny as my toes

Because you've remembered my birthday 38 times, even more than 38 times

Because you still hug me when we meet

Because you still buy flowers for your mother

Because you have more gray hair than your age, and I know who helped them grow

Because you're an amazing grandpa.

Because you make my wife feel like she's part of the family

Because the last time I treated you to a meal you still wanted to go to McDonald's

Because you're always there for me when I need you

Because you allowed me to make my own mistakes and never once said "Let me show you how"

Because you still pretend that you only need glasses for reading

Because I don't say thank you as often as I should

Because today is Father's Day

Because if you don't deserve a gift like Chivas Regal

Who else deserves

David Abbott said that if you happened to try to write a headline for this ad, you would understand why it has no headline.

02. Should we use routines in copywriting?

"Your Name." 》is also a love theme. If Makoto Shinkai had drawn this movie according to traditional routines, it probably wouldn't have become so popular. After all, we have all watched countless movies. If you can let the audience guess the plot, the end result will be that your work will be labeled as a "brainless drama."

So this time he uses a variety of expression methods such as gods + science fiction + disasters + time travel +... to tell the whole story. The whole process is extremely harmonious and full of suspense. It will make you think that this is a suspense film, but after watching it, you will also feel that the whole story is reflecting the hardships of the road of love.

Reflecting on what role routines play when we are writing copy? Is it to enable you to create efficiently, or to make your copy more contagious? After all, "Since ancient times, true feelings cannot be retained, and only routines can win people's hearts" expresses the voice of many copywriters. Especially the prevalence of soft articles from WeChat celebrities made those who were learning copywriting think that writing copy was so simple.

But think about it carefully, the essence of WeChat copywriting is: recognition (your value output) → trust (that is, becoming a fan) → acceptance of recommendation (acceptance of the products you recommend) → behavioral support (you meet my needs, I support your work).

This is actually because the conversion is caused by KOL endorsing the product, not the copy itself. This is why even if you write better than Mimi Meng , your results will still be terrible. But it’s helpless. This is an impetuous era and everyone is pursuing quick and easy results. Because the routines are far from easy to learn and it takes a lot of energy and time to accumulate the basic knowledge, many people still enjoy it and regard this method as a classic. As a result, he wanted to conquer the world with tricks, but was defeated by reality!

So what I want to say is that routines are not a panacea, the only way is to have someone pay for it.

03.What is the purpose of good copywriting?

After watching "Your Name." ”, a sentence that frequently comes to my mind is “Even if I don’t remember your name, I won’t forget the feeling between us.” When I think of this sentence, the plot of the movie automatically starts playing in my mind. Good copywriting should be like this too.

As mentioned in the previous example, the copy David Abbott wrote for Chivas actually associated Chivas with gratitude to his father. When we want to use material things to express our gratitude to our father, if I had read this copy, I believe it would make me make a choice involuntarily. There are many more examples like this, such as “Diamonds are forever” and so on.

Without exception, they help to establish a certain association between the product and the audience, so that when you encounter similar scenarios, you will unconsciously play these images in your mind, which will in turn affect your decision-making.

In fact, whether watching a movie or reading a copy, the ultimate goal must be to establish some kind of association. Because I hope that when users choose a product, my copy will automatically flash in their minds.

Some people may say, isn’t this the scenario-based copywriting we often mention? Are you still bringing this up with such seriousness? In fact, this is fundamentally different from scenario-based copywriting. Scenario-based copywriting is actually a kind of psychological suggestion that we need to continue to spread. In essence, it is to cultivate consumers' consumption habits. The association I'm talking about is that you must find the reader's touchpoint. It already exists, and all you need to do is awaken it.

Claude Hopkins once said that most advertising is still based on marketing slogans like "Buy my brand." There are countless advertisers who waste time on copywriting. Nowadays, many people are teaching various copywriting skills, but skills are just rhetorical methods in copywriting. The most important thing is that you have to combine the soul of the product with indelible touch points that are relevant to the masses.

The ultimate goal of copywriting is to make sales. Without this purpose, copywriting is nothing. If you can clearly state what associations your copy makes consumers establish between your product, then your copy is successful. But you told me how beautifully your copy was written and how clearly you described the advantages. In fact, you have made a fatal mistake: You are excellent, but what does it have to do with me? From the starting point to the destination, the association established may not be the most direct, but it is definitely related to the destination.

This is probably the reason why many people read Durex ’s copy but turned around and bought 001.

When it comes to copywriting, talking too much about techniques may cause you to forget some essential things. Sometimes the best way to test a copy is to see if you yourself can’t wait to buy the product because of the copy. Of course, first you have to make sure that the channels for the product are in place, otherwise it would be a sad thing if you can’t buy it.

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This article was compiled and published by @天价棒棒糖 ( Qinggua Media ). Please indicate the author information and source when reprinting!