How to do advertising copy?

The so-called advertising copy is a form of expressing the content of advertising information in words. Advertising copy can be divided into broad sense and narrow sense. Advertising copy in a broad sense refers to the specific expression of established advertising themes and advertising creativity through advertising language, image and other factors. In a narrow sense, advertising copy refers to the composition of words and words that express advertising information. Advertising copy in a broad sense includes the writing of title, text, advertising language and the selection and collocation of advertising image; In a narrow sense, advertising copy includes the writing of title, text and advertising language.

How to write?

1. First, you should digest the information about the product and the market, and then describe the product in no more than 20-30 words, which should include the features, functions, target consumers and spiritual enjoyment of the product.

Then you should ask yourself, what should I promise to my consumers? This is very important, if there is no commitment, no one will buy your things. The more specific the commitment, the better. Don't write down promises that you can't believe. What is the guarantee of your promise? You should consider it clearly in the copy.

3, there is a core idea, this core idea is simple, second, it can be extended into a series of advertisements, and third, it is original, which can awaken many indifferent and indifferent consumers. The law of creativity is to extend from the main part of the picture to the sub-main part, and then take into account the secondary part. The main part of the advertising screen is called the "composition center". In print advertising, the composition center is the best position for visual communication, which is most conducive to directly expressing the content of the advertisement. In visual psychology, it is called "visual process".

Because the design of visual process can not be carried out in isolation, it must be a design in which composition factors, black and white factors and color factors are interdependent. Therefore, the relationship among the composition center, the black-and-white center and the color center of an advertisement is complementary, and sometimes these centers overlap with each other to form a visual center; Sometimes it needs to be staggered, which depends on the content of performance and the need of composing ideas. Therefore, in order to design good advertising works, we must understand the visual characteristics and grasp the visual laws, so that the visual process can reflect ideas, the design can form artistic beauty, conform to the logical laws of the overall rhythm, and better express the specific content that advertising communication needs to convey.

Authenticity is the first principle of advertising copy writing.

1. Advertising copy is most directly related to the audience.

In advertising activities, advertising copy, together with other elements in advertising works, as the "spokesperson" of advertising activities, stands up and talks with the audience. Through its introduction and recommendation, people learn about enterprises, products and services, produce emotional correspondence, and form a choice intention on whether to accept a service. Whether what the spokesman said is true or not largely determines whether the audience can get true and accurate information, whether they can produce corresponding emotions in line with the real state, and whether they can produce correct consumption intentions. Therefore, only the advertising copy that conforms to the principle of authenticity conforms to the advertising concept of "people-oriented". Advertising copy honestly expresses the true advertising information, which is the best service form for the audience.

2. The ultimate goal of advertising copy writing is to persuade and induce consumers to have consumption behavior.

This purpose is mediated by the publication of advertising works composed of advertising copy. Advertisers promote the functions and characteristics of products with the help of advertising works, hoping to get consumer consumption. This purpose makes the writing of advertising copy completely utilitarian. Once advertisers give up their moral responsibility to consumers for utilitarian purposes, untrue advertising copy will flood the advertising pages, making many consumers suffer for their own purposes. This is very harmful to the real development of economy, the prosperity of advertising market and the satisfaction of consumers' physical and mental needs. In this sense, the principle of authenticity is a powerful deterrent to the possible negative impact on advertising characteristics.

3. Advertising copy is widely spread through the media, which can produce double effects.

Advertising copy is spread through different media, and the spread range is quite wide. This universality, coupled with its dual effect as a cultural product, will have a wide and dual impact. The dual effect is economic effect and social effect. Effective advertising can guide or promote consumers to produce dual consumption of material and culture. Consuming on the basis of real product characteristics and advantages is of course the result that advertisers dream of, and it is also a powerful driving force for social and economic development. However, if it is based on false information, the consumption upsurge triggered by advertising copy will have adverse consequences for consumers and the stability of social and economic environment, and will lead to blind pursuit of bad lifestyles.

4. Authenticity is the vitality of advertising copy.

Advertising copy takes it as its responsibility to publicize its characteristics and functions on behalf of enterprises, products and services, and to persuade and induce consumers to produce corresponding consumption. Therefore, authenticity is its life and strength. If it violates the principle of authenticity, its advertising copy will lose its credibility because of distortion. Advertising copy that loses credibility will be lifeless and worthless. At present, the existence and spread of the audience's suspicion and distrust of advertisements are the evil consequences caused by many false advertisements. If advertising activities lose the trust of the audience, advertising itself will become meaningless behavior.