Part 4 New Media Copywriting Skills C

Methods for creating a sense of immersion in new media copywriting: telling stories (use stories to deepen product features), asking questions (can your scalp health stand up to the nail test), using feelings (walking without stopping), and creating Suspense (this chocolate can actually make wishes).

How new media copywriting creates a sense of trust (the main purpose of advertising is to place your advertising information in the corresponding position in consumers' minds, in order to influence their future purchasing decisions):

< p> 1. Use authority: authoritative individuals and organizations; authoritative logos; authoritative certification; evolution of the actual application of authority (Crest uses the professional and authoritative image of dental experts to express the "no cavities" selling point); authority attachment (such as a new Products are sold in Wal-Mart stores)

2. Anti-authority: word-of-mouth recommendations from friends; real customer cases; use feedback and evaluation, etc.;

3. Use details (Beetle car-- --A detail that even consumers may not be able to observe has been so well done, can the quality of the car still be bad?);

4. Use data (OPPO "charges in 5 minutes, talks for 2 hours" ", Midea air conditioner "1 kilowatt hour per night"): Arabic numerals spread faster than words;

5. Customer self-certification (Head and Shoulders test card and "Can your scalp withstand the nail test? ?”);

6. Demonstration effect (the clothes are very dirty ---- wash them with Tide ---- show the effect after cleaning, strengthening the advertising copy of "with Tide but no stains" Credibility);

7. Talk about the vision: Use celebrity endorsements to show the vision of a beautiful image (the celebrity image matches the brand and gives people a hint--using this product, you can also get something like the model) The same effect); through the values ????of the brand or product (Lanc?me Brilliant True Love Women's Perfume Copy - "Love is the treasure of life, cherish the time you spend together").