It only takes three steps to teach you to "copy" other people's good copy gracefully.

My former colleague @ Yao asked me a copywriting question the other day.

I was just about to go to the bathroom, and when I found the problem,

I almost dropped my cell phone in the pit.

How dare you ask such a bold and explicit question?

What a pity!

Introduce this former colleague briefly.

Yao is actually a very beautiful girl.

However, under the same appearance, it is the soul of one in a million.

A soul that is so rotten that it makes people feel terrible.

His lousy achievements are better than those of your previous company.

In order to make it easy for you to remember, let's call her "Shoufu" below.

Let's see what the first rot asked.

This is backstage. You must look from the bottom up.

Look, there are tens of thousands of words.

There are not tens of thousands of skin, but also hundreds, right?

Every sentence is directed at the deep question of conscience.

I muttered to myself:

Isn't this a naked question about how to make an elegant copy?

Briefly summarize the problem of "corruption first":

1. How to learn the copy of Feel the Power of New Muscles?

2. How to write such an atmospheric copy as "self-discipline gives me freedom"?

You see, every sentence has a clear benchmark.

I immediately replied:

This problem is very complicated. I have to tidy up.

Faced with such a sharp and frank question.

Of course I have to answer well, at least in words.

The first question.

Let's substitute such a scene to ask questions.

Perhaps, "corruption first" is to encounter such a problem:

One day, her rich and wayward client told her:

The XX brand's phrase "Feel the power of new muscles" is great.

You also write a sentence like this. Come out.

This kind of situation often happens when I do copywriting.

It is normal to learn the copywriting of competing products.

That's why we should learn competitive copywriting.

Sometimes you need to "warm your brain", euphemistically called "looking for inspiration".

Sometimes it is forced by customers, which is euphemistically called "learning".

I think this question is quite practical.

Seriously speaking, this is the thinking logic and creative way of copywriting.

According to my own writing experience and habits, I sorted out some ideas.

How to learn from others' good copywriting;

It can probably be summarized as "disassembly-replication-reorganization"

1. Dismantle

Since "The First Rot" mentioned the copy of "Feeling the Birth Force of New Muscle".

Seriously, I even went to find the source.

I found that this cosmetics brand is good at "creating concepts" or "coining words".

I think this is commonly used in the field of beauty.

"New Muscle Vitality" is a very packaged copy.

At the same time, I also found that this brand likes the expression of "XX Power".

For example: "self-healing power"

Another example is "self-whitening power"

Not only this brand likes it, but others also like it. ...

Key points: antioxidant capacity and skin water retention capacity ...

In short, let's go back to the problem itself.

How do we learn from (copy gracefully)

What about the copy of "Feel the Birth of New Muscles"

Luo Zixiong, the designer of Hammer Technology, was at a TED conference.

Advocate to break down a big design problem into several small problems.

This idea also applies to how to "copy" a copy.

Open the copy first.

"Feel the power of new muscles" can be broken down into:

Feeling, new muscles, fertility

Among them, the new force can be regarded as a whole.

It can also be divided into "origin" and "power".

copy

"Disassembly" is completed, and the next step is "copy".

"Copying" means copying the gourd.

Let's talk about "new muscles" first.

You can think of a word to replace this word.

Smart you will immediately think of:

Fresh muscle, tender muscle, beautiful muscle, live muscle and raw muscle. ...

Of course, there are many more.

Next, you should pronounce the word "new force".

"New Force" is a relatively new word.

Generally speaking, "birth" is not followed by "strength".

But this combination is not very strange, which means it is understandable.

So you can come up with:

Growth, vitality, fresh vitality, new vitality, new vitality ...

Of course, there are many more.

This way, you can proceed to the next step:

restructure

In fact, sometimes copywriting is a combination of words.

Different words together will produce magical chemical reactions.

This feeling is really a bit like doing an experiment.

Next, it's time to witness the miracle.

Some "concepts" can be combined.

For example: fresh muscle growth, fresh muscle vitality and tender muscle vitality. ...

And then screen out which one is exclusive,

Which meaning is the clearest and so on.

Finally, you think the word "feeling" is too common.

You want to change it.

Then you will find a word similar to "feeling".

Or a deeper word that can fit the above "concept".

Then through various comparisons, tests and screening. ...

In this way, your copy is created.

Stimulate the growth of fresh muscles

Okay, so you think it's normal to wake up.

You suddenly thought of "awakening". Put it inside:

Wake up fresh muscle growth

Suddenly the high-end is good again. Have you got up?

However, this does not seem to be enough.

You suddenly started pursuing something.

Do you think the expression of "XX Power" bears the imprint of a certain brand?

You want to erase this trace completely.

Or you think this word is used in many industries.

If you hate homogenization, you should create a "differentiated" copy.

Then you go on thinking: What word can replace "force"?

Intuitive thinking is: ability, energy, motivation and so on.

You can even think of some English, such as:

Power and energy ...

I usually look up Xinhua dictionary at this time.

Enter a word and watch its combination and sentence making.

Whether they are useful or not, they can give you some ... excitement invisibly.

Then you will find that the word "can" seems to be very useful.

Use your head again and "new muscle energy" will come out.

Next, we can combine the concept of "fresh new muscle energy".

Finally, you can give the customer a copy as follows:

Awaken fresh new muscle energy

(Well, there must be something better)

There is a saying that:

"Good artists copy, great artists steal"

Skillful craftsmen steal ideas.

Yes, we should be "skilled craftsmen", not "capable people".

"Able to work" means "copying" and "skilled craftsman" means.

So many times, copywriting is slowly ground out like this.

Of course, there are also many inspirational masterpieces.

Besides, if you have time.

In addition to competing products or copywriting in the same industry,

You can also look at the copywriting of similar brands in other consumer groups.

For example, this beauty can also be seen:

Perfume (such as Chanel), flowers (such as roses)

There are clothes, shoes, accessories and so on.

Copywriting in other fields will collide more brilliantly in your mind.

The second question:

"The richest man" took the brand slogan of Keep:

Take "self-discipline gives me freedom" as the benchmark.

Then the soul asked:

Is there a copywriting atmosphere?

Thinking about words like "life, existence"?

I can only say not necessarily.

There are several cosmetic brands that like slogan, which I don't know much about:

"You deserve it."

"You are so beautiful."

"You are a miracle."

I also think it's quite atmospheric.

It should be said that this is a copy of another way of thinking.

In addition to simply talking about selling points, emotions, attitudes and opinions have also been added.

This is a slightly advanced copy.

Is to give the copywriter a "hidden voice".

Well done, it is easy to trigger the "* * * emotion" of the target group.

For example, Chanel's slogan is very domineering.

Women who don't wear perfume have no future

A woman without perfume has no future.

Another example is Xu Shunying's copywriting, which also contains a lot of the output of such values.

"If no one sees you, you don't exist."

It's also a copy of Yue Ji Magazine, and it's the same routine.

"It is also superficial to blindly flaunt the connotation and despise the facade."

"A woman's fate is up to her. This is a good fate, but it is a superstition. "

This kind of copy requires a deep insight into the target group.

It is necessary to conduct a comprehensive and clear study of user portraits.

Understand their pain points and values.

In fact, there are many ways to express copywriting.

For example, Lancome's "muscle fluid" is anthropomorphic.

"The youth I guard is rooted in your genes, regardless of age."

"I am very happy alone, and I am also very happy with the beauty of adults."

Finally, send a video of Luo Zixiong's TED talk.

Anyway, I think the copy should be read.