How to write product copy? Look at this masterful demonstration!

If you are asked to write a product introduction copy, it must not only be down-to-earth, but also have a strong character that can impress people. How should you start? I think the first reaction of any copywriter is not to think about copywriting skills or rhetorical techniques. Instead, first carefully understand the product and collect a large amount of product-related information. Once you have a deep enough understanding of the product, your next step should be to look for references to see if there are any cases that can be used for reference, right? This is how I usually operate in most cases. In addition to spending time understanding the user population, I basically spend a lot of time getting familiar with the product and looking at past collected cases. When it comes to product copywriting, my attitude has always been: gain insight into the product and describe the details. Nowadays, most product copywriting is seriously homogeneous, and many people like to use various adjectives throughout the text to enhance the style of the text. But if you remove all the adjectives from his copy. It's immediately obvious that it's boring to the point where nothing is actually said. It is not impossible to use adjectives, but if you are not very good at using adjectives, try to use them sparingly. A bunch of empty adjectives cannot bring the power of words. Describing details in product copy: First, it can increase user trust. The more detailed the description, the higher the cost of lying. Moreover, it helps to create a familiar scene. Detailed descriptions can quickly hit the familiar cognition in the user's mind, thus impressing people. In addition, it can also bring users a sense of concrete pictures and avoid boring abstract and vague statements. For example, the Beetle’s classic advertising copy Lemon (defective product): Lemon (defective product) This Beetle did not arrive in time for shipment. The chrome plating on the instrument panel where debris is placed is somewhat damaged and must be replaced. You might not notice, but Inspector Crono did. We have 3,389 employees at our factory in Wolfsburg, whose sole task is to inspect Beetles at every stage of the production process (3,000 Beetles are produced every day; and the inspectors are responsible for more than 100 cars per day). more). The shock absorbers of each vehicle must be tested (never spot checks), and the windshield of each vehicle has also been carefully inspected. Volkswagens often fail due to surface scratches that are not visible to the naked eye. The final inspection was truly amazing! Volkswagen's inspectors sent each vehicle to the vehicle inspection platform like water, passing a total of 189 inspection points, and then quickly drove straight to the automatic braking platform. During this process, one of the 50 vehicles always got stuck." Not approved." The result of such attention to detail is that, generally speaking, Volkswagens last longer and require less maintenance than other cars (which also results in Volkswagens depreciating less than other cars). We eliminated the lemons (defective products); you got the plums (good products). The advertising copy of the Beetle is very contagious and graphic. This advertisement emphasizes details such as the rigor of vehicle inspection and the complicated inspection steps... in order to resolve consumers' concerns about poor vehicle quality when purchasing. The power to impress people is often in the details. The more detailed your copy is, the more it will differentiate you from others. But before that, we need to know the product very well, understand the product from beginning to end, and know every detail. Including product features, functions, origin, price composition, technology, production process, usage scenarios, sensory experience, employee intentions, etc. We need to get involved and record every fact and every scene. If you say that the product has nothing to write about and nothing new, I think of this sentence in the copywriting bible "The CopyBook": Advertising cannot create miracles for a product that people do not need or desire to own. . However, a skilled advertiser can bring out the previously overlooked features of a product and arouse people's desire to own it. It can be seen that only by thoroughly understanding the product can you hope to transcend cliché information, think freely and gain insights. And if you know little about the product, of course you won’t be able to write product copy, let alone be careless! OK, if we agree on the above points, let’s look down. When writing product copywriting, you must read the works of Neil French. Yes, Chivas Regal’s classic copy that is domineering, arrogant, and full of contempt was written by him. This is an ad for Royal Chivas Regal. If you need to see the bottle, you're obviously in the wrong social circle. If you need to taste it, you have no experience with it. If you need to know the price, turn the page, young man. People... Fortunately, once you have the experience of tasting it, you should be able to afford it. If there are still people who don’t know about this hard-core man known as the “God of Copywriting”, let me briefly introduce him: Neil French( Neil French), former global executive creative director of Ogilvy, a man who always has a cigar in his mouth. He was born in Birmingham, England, in 1944. When he was a student, he was a gang leader and was kicked out of school at the age of 16. After that, he hung out in the red light district every day, worked as a soldier, a bullfighter, worked in real estate, worked as a debt collector, worked as a singer, and opened an advertising agency. The most shocking thing is that he also filmed pornographic films. But these do not affect Neil Frech's copywriting talent. He has countless classic works. Domestic foreign wine copywriters will more or less imitate his advertisements, and many long-established advertisers will also learn from his works. He is also the only advertiser whose copywriting works have been published in both "TheCopyBook" and "The Conclusion". Possibly the most awarded advertiser in the history of advertising.

No wonder everyone calls Uncle Neil a god. After reading his resume, it is no exaggeration at all. Neil French's product copywriters are good at expressing creative ideas strategically, and have great insights into the products behind them. His copywriting ideas are very clear and can always penetrate people's hearts from some small details. For example, he was writing copywriting for Martell. In order to gain insight into the product, he traveled throughout France to conduct in-depth communications with grape growers, workers, and all possible related personnel, conducted on-site inspections, and finally collected countless detailed information as copywriting material. After that, this series of copywriting also became a model for latecomers to imitate. Isn’t such a master-level demonstration a gift of inspiration? You should read it several times when writing product copywriting! Here is a perfect grape on the left side of Martell Ingredients. It takes 4,000 identical grapes to make a bottle of gold medal Martell. To put it another way: of the tens of billions of grapes harvested in France every year, only a very small part can be used to make cognac; however, only 1 out of 60 grapes can be used to make Martell. (You're probably starting to appreciate a certain almost obsessive concern with quality.) Well, consider this: In Europe at the end of the First World War, before most readers of this line of writing were born, and before television Before invention, 25 years before Singapore became a nation, we picked grapes to make wine, distilled the wine into cognac, and the cognac lay quietly in wooden barrels, carefully guarded by the cellar owners of three generations of winemaking families, until this year , this original grape has become the golden Martell that only the very lucky can enjoy. It is easy to understand that in this case, perfection is expensive. Martell’s Golden Legend The story of Martell is intertwined with many stories of generational inheritance and personal sacrifice. The most touching part of this story is the legend of how old cognacs wait quietly in the cellars we call heaven. This is the irony of a wine cellar owner who sacrifices himself in pursuit of greatness, only to be forgotten by time. Think about it, the cellar owner who puts this fine wine into his cellar that is destined to be the best Martell ever will never have the opportunity to taste the fruits of his hard work. His son, the caretaker of his father's laborious work, would never have the chance to taste it. Even the son's son, who would inherit the family business no matter what, had no chance to taste it. But one day, if there is a successor to this family's legacy, someone will be able to enjoy the legacy passed down by his great-great-grandfather. This is a legacy that cannot be taken lightly. If you are lucky enough and have the opportunity to taste Martell Gold, don't forget that this is not only the best Cognac people can buy, but also a golden and precious heritage passed down from generation to generation. Small is better Even if some cognac houses realize that the famous Martell tastes of oak, they are unwilling to compromise with small barrels. Large barrels are easier to brew: no need for careful care; large barrels have a larger capacity: there is no limit to the supply. But Martell knows that the more a precious cognac comes into contact with oak, the better its special, even indescribable qualities become. Therefore, we sometimes use smaller barrels and thinner pine walls, as noble Cognac should be. Not talking about efficiency, if you like. Of course, because of those thin barrel walls, a lot of our beloved Cognac naturally evaporates. But if that’s the price of being good—even noble—so be it. You can think of us as weirdos, but at our age, we can do random weird things, right? If Cognac is oysters, Martell is pearls. First of all, for amateurs, Martell is The price of Cognac seems a bit sensational. After all, this is just Cognac, no different from other Cognacs, right? Wrong! Boy, of course it’s different! What words are these! It’s such a world of difference, how could you have such an idea! Listen: most cognac can be made from old grapes from any "legal" Cognac region—and that's a huge slice of French industry. All of Martell's cognacs are made from precious grapes grown on a very specific piece of land in the heart of the Cognac region. In this very small, yet extremely beautiful site, the soil, the rainfall, and even the air are all magically combined to create just the right combination of grapes to produce the perfect Cognac. Even among the grapes produced on such land, only the best ones meet Martell's needs. This is why Martell possesses a unique quality that no other cognac can claim: true rarity. One bottle of Cognac can be made for every five bottles of the best wine produced from grapes grown on the best land in the Cognac region. Not many people know this. If you read Martell's copywriting carefully, you will definitely find that Neil French is always good at telling you a small detail in a serious manner. The text tells some facts throughout the article, but these facts are so touching and unquestionable. It seems to be an understatement, but in fact it reveals pride and confidence everywhere, telling you the most powerful aspect of the product in the most low-key language. No wonder so many senior celebrities admire Neil French, love him, or recommend his works again and again. As expected, the abstract text is the same, but the details of the copywriting are unique. If you are asked to write a product introduction copy, it must not only be down-to-earth, but also have a strong character that can impress people. How should you start? I think the first reaction of any copywriter is not to think about copywriting skills or rhetorical techniques. Instead, first carefully understand the product and collect a large amount of product-related information.

Once you have a deep enough understanding of the product, your next step should be to look for references to see if there are any cases that can be used for reference, right? This is how I usually operate in most cases. In addition to spending time understanding the user population, I basically spend a lot of time getting familiar with the product and looking at past collected cases. When it comes to product copywriting, my attitude has always been: gain insight into the product and describe the details. Nowadays, most product copywriting is seriously homogeneous, and many people like to use various adjectives throughout the text to enhance the style of the text. But if you remove all the adjectives from his copy. It's immediately obvious that it's boring to the point where nothing is actually said. It is not impossible to use adjectives, but if you are not very good at using adjectives, try to use them sparingly. A bunch of empty adjectives cannot bring the power of words. Describing details in product copy: First, it can increase user trust. The more detailed the description, the higher the cost of lying. Moreover, it helps to create a familiar scene. Detailed descriptions can quickly hit the familiar cognition in the user's mind, thus impressing people. In addition, it can also bring users a sense of concrete pictures and avoid boring abstract and vague statements. For example, the Beetle’s classic advertising copy Lemon (defective product): Lemon (defective product) This Beetle did not arrive in time for shipment. The chrome plating on the instrument panel where debris is placed is somewhat damaged and must be replaced. You might not notice, but Inspector Crono did. We have 3,389 employees at our factory in Wolfsburg, whose sole task is to inspect Beetles at every stage of the production process (3,000 Beetles are produced every day; and the inspectors are responsible for more than 100 cars per day). more). The shock absorbers of each vehicle must be tested (never spot checks), and the windshield of each vehicle has also been carefully inspected. Volkswagens often fail due to surface scratches that are not visible to the naked eye. The final inspection was truly amazing! Volkswagen's inspectors sent each vehicle to the vehicle inspection platform like water, passing a total of 189 inspection points, and then quickly drove straight to the automatic braking platform. During this process, one of the 50 vehicles always got stuck." Not approved." The result of such attention to detail is that, generally speaking, Volkswagens last longer and require less maintenance than other cars (which also results in Volkswagens depreciating less than other cars). We eliminated the lemons (defective products); you got the plums (good products). The advertising copy of the Beetle is very contagious and graphic. This advertisement emphasizes details such as the rigor of vehicle inspection and the complicated inspection steps... in order to resolve consumers' concerns about poor vehicle quality when purchasing. The power to impress people is often in the details. The more detailed your copy is, the more it will differentiate you from others. But before that, we need to know the product very well, understand the product from beginning to end, and know every detail. Including product features, functions, origin, price composition, technology, production process, usage scenarios, sensory experience, employee intentions, etc. We need to get involved and record every fact and every scene. If you say that the product has nothing to write about and nothing new, I would like to think of this sentence in the copywriting bible "The CopyBook": Advertising cannot create miracles for a product that people do not need or desire to own. . However, a skilled advertiser can bring out the previously overlooked features of a product and arouse people's desire to own it. It can be seen that only by thoroughly understanding the product can you hope to transcend cliché information, think freely and gain insights. And if you know little about the product, of course you won’t be able to write product copy, let alone be careful! OK, if we agree on the above points, let’s look down. When writing product copywriting, you must read the works of Neil French. Yes, Chivas Regal’s classic copy that is domineering, arrogant, and full of contempt was written by him. This is an ad for Royal Chivas Regal. If you need to see the bottle, you're obviously in the wrong social circle. If you need to taste it, you have no experience with it. If you need to know the price, turn the page, young man. People... Fortunately, once you have the experience of tasting it, you should be able to afford it. If there are still people who don’t know this hard-core man known as the “God of Copywriting”, let me briefly introduce him: Neil French ( Neil French), former global executive creative director of Ogilvy & Mather, a man who always has a cigar in his mouth. He was born in Birmingham, England, in 1944. When he was a student, he was a gang leader and was kicked out of school at the age of 16. After that, he hung out in the red light district every day, worked as a soldier, a matador, worked in real estate, worked as a debt collector, worked as a singer, and opened an advertising agency. The most shocking thing is that he also filmed pornographic films. But these do not affect Neil Frech's copywriting talent. He has countless classic works. Domestic foreign wine copywriters will more or less imitate his advertisements, and many long-established advertisers will also learn from his works. He is also the only advertiser whose copywriting works have been published in both "TheCopyBook" and "The Conclusion". Possibly the most awarded advertiser in the history of advertising. No wonder everyone calls Uncle Neil a god. After reading his resume, it is no exaggeration at all. Neil French's product copywriters are good at expressing creative ideas strategically and have great insights into the products behind them. His copywriting ideas are very clear and can always penetrate people's hearts from some small details.

For example, he was writing copywriting for Martell. In order to gain insight into the product, he traveled throughout France to conduct in-depth communications with grape growers, workers, and all possible related personnel, conducted on-site inspections, and finally collected countless detailed information as copywriting material. After that, this series of copywriting also became a model for latecomers to imitate. Isn’t such a master-level demonstration a gift of inspiration? You should read it several times when writing product copywriting! Here is a perfect grape on the left side of Martell Ingredients. It takes 4,000 identical grapes to make a bottle of gold medal Martell. To put it another way: of the tens of billions of grapes harvested in France every year, only a very small part can be used to make cognac; however, only 1 out of 60 grapes can be used to make Martell. (You're probably starting to appreciate a certain almost obsessive concern with quality.) Well, consider this: In Europe at the end of the First World War, before most readers of this line of writing were born, and before television Before invention, 25 years before Singapore became a nation, we picked grapes to make wine, distilled the wine into cognac, and the cognac lay quietly in wooden barrels, carefully guarded by cellar owners from three generations of winemaking families, until this year , this original grape has become the gold medal Martell that only the very lucky can enjoy. It is easy to understand that in this case, perfection is expensive. The Martell Golden Legend The story of Martell is intertwined with many stories of generational inheritance and personal sacrifice. The most touching part of this story is the legend of how old cognacs wait quietly in the cellars we call heaven. This is the irony of a wine cellar owner who sacrifices himself in pursuit of greatness, only to be forgotten by time. Think about it, the cellar owner who puts this fine wine into his cellar that is destined to be the best Martell ever will never have the opportunity to taste the fruits of his hard work. His son, the caretaker of his father's laborious work, would never have the chance to taste it. Even the son's son, who would inherit the family business no matter what, had no chance to taste it. But one day, if there is a successor to this family's legacy, someone will be able to enjoy the legacy passed down by his great-great-grandfather. This is a legacy that cannot be taken lightly. If you are lucky enough and have the opportunity to taste Gold Martell, don’t forget that this is not only the best Cognac people can buy, but also a golden and precious heritage passed down from generation to generation. Small is better Even if some cognac houses realize that the famous Martell tastes of oak, they are unwilling to compromise with small barrels. Large barrels are easier to brew: no need to take care of them; large barrels have a larger capacity: there is no limit to the supply. But Martell knows that the more a precious cognac comes into contact with oak, the better its special, even indescribable qualities become. Therefore, we sometimes use smaller barrels and thinner pine walls, as noble Cognac should be. Not talking about efficiency, if you like. Of course, because of those thin barrel walls, a lot of our beloved Cognac naturally evaporates. But if that’s the price of being good—even noble—so be it. You can think of us as weirdos, but at our age, we can do random weird things, right? If Cognac is oysters, Martell is pearls. First of all, for amateurs, Martell is The price of Cognac seems a bit sensational. After all, this is just Cognac, no different from other Cognacs, right? Wrong! Boy, of course it’s different! What words are these! It’s such a world of difference, how could you have such an idea! Listen: most cognac can be made from old grapes from any "legal" Cognac region—and that's a sizable slice of French industry. All of Martell's cognacs are made from precious grapes grown on a very specific piece of land in the heart of the Cognac region. In this very small, yet extremely beautiful site, the soil, the rainfall, and even the air are all magically combined to create just the right combination of grapes to produce the perfect Cognac. Even among the grapes produced on such land, only the best ones meet Martell's needs. This is why Martell has a unique quality that no other Cognac can claim: true rarity. One bottle of Cognac can be made for every five bottles of the best wine produced from grapes produced in the best land in the Cognac region. Not many people know this. If you read Martell's copywriting carefully, you will definitely find that Neil French is always good at telling you a small detail in a serious manner. The text tells some facts throughout the article, but these facts are so touching and unquestionable. It seems to be an understatement, but in fact it reveals pride and confidence everywhere, telling you the most powerful aspect of the product in the most low-key language. No wonder so many senior celebrities admire Neil French, love him, or recommend his works again and again. As expected, the abstract text is the same, but the details of the copywriting are unique.