Reading notes of copywriting training manual

Copywriting is like a woman's skirt. It needs to be long enough to cover key parts, but short enough to attract men's interest.

Introduction: Organize the essence of copywriting training manual: 65,438+00 essential elements of advertising copywriting, 23 copywriting elements and 365,438+0 psychological incentives, and write seven steps of great copywriting, 65,438+04 writing axioms, three emotional principles and essence cases to share with you.

Copywriting is a writing form that combines facts and emotions. This is a spiritual journey. Read widely, be well informed, and make the advertising copy more exciting. To be a great copywriter, what you need to prepare is your lifestyle, that is, your thirst for knowledge, your curiosity and your desire to participate in a colorful and energetic life.

Every product has its own essence, and you must become an expert. Whether it is products, services or anything else you want to write, you must understand this point in order to successfully create the marketing concept behind the products.

Our brain is like a giant computer. Every experience, good or bad, will become the program material and data stored in the brain, and will only be recalled and combined in a new way in the future. The more knowledge and experience you store in your brain, the more you can relate these knowledge to each other and rearrange old materials.

The ultimate goal of copywriting is to make your readers say "yes", so that when they read your copywriting, they will be moved by your sincere statement.

There is a saying: "If your only tool is a hammer, you will treat all problems as nails." When solving problems in the form of knowledge and experience, the more tools you have, the more new solutions you can come up with.

0 1

In order to become a sales expert, the author bought all the books related to sales in the bookstore and read all the relevant books he could find in the public library.

First of all, you know that you can gain common sense in life through behavior, background and personality. At the same time, you have mastered the tools to acquire specialized knowledge, such as the ability of investigation, reading and research. Then, you learn that practice is the best teacher-the more you write, the better you write. Finally, you also learned that copywriting is a mental process of expressing what is in your mind in words. Through the power of curiosity, the copy is interesting and the reader is full of interest.

02

Please keep this in mind when you write a manuscript. It doesn't matter how your first draft is. If you can pour all your feelings and emotions about this topic on paper and then work on this basis, you have mastered a very important skill.

03

Please keep this in mind when you write a manuscript. It doesn't matter how your first draft is. If you can pour all your feelings and emotions about this topic on paper and then work on this basis, you have mastered a very important skill.

Words are attached with strong feelings. When you analyze these words, think about how to use them to create an infectious message, so that you have a very important copywriting experience.

The right brain controls intuitive or perceptual thinking, and the left brain controls logical or rational thinking. General knowledge-the knowledge you can get through life, special knowledge-the knowledge you need to get by studying the products you want to write copy.

Knowing the emotional color of words is just like your common sense-it accumulates over time. The importance of the emotional value of every sentence is to publicize the concept, not the product. Never sell products or services, but sell concepts. What you sell is the taste of steak, not steak-this is a concept, not a product.

04

The more you know about a product or service, the more likely you are to come up with unique copywriting ideas, product positioning or good ideas. What role do several paragraphs in the article play in the advertisement? What's the mood? Did you predict these questions and answer them? Have you met the needs of your target customers? Are you honest in answering these questions?

Only in the process of editing, can you change those original thoughts and creative emotional expressions into a polished, harmonious and resonant tuning fork, which can impress customers perfectly. Just like a diamond, when it is found, it looks like a piece of coal or carbon. Grind this black and ugly stone, and it will soon become the most precious gem in the world.

05

Advantages of concise vocabulary

If the wording of the copy is concise, your advertisement will not be so depressing to the target customer, and he will be more likely to read the copy. The second advantage is to make the copy shorter, and you will make the slides smoother. Your customers will reach the bottom of the slide faster and receive all your sales information at the same time.

06

If it comes from a very prestigious person or organization, endorsement is a good way to increase credibility.

1. Title: Get your attention and guide you to the subtitle.

2. Subtitle: Give you more information and further explain the title that catches your eye.

3. Photos or pictures: Grab your attention and explain the product comprehensively.

4. Description: Description of the photo or picture. This is a very important element, read it often.

5. Copywriting: convey the main sales information about products or services.

6. Paragraph title: Divide the whole copy into several parts to make it look less depressing.

7. Trademark: Displays the name of the company that sells the product.

8. Price: Let readers know how much it costs to buy this product or service. The price should be in large font, otherwise it will be submerged in the copy.

9. Feedback: A way to provide readers with feedback on advertisements by using coupons, toll-free phone calls or ordering information, usually at the end of the advertisement.

10. Overall design: The overall appearance of the advertisement is presented through the effective graphic design of other elements.

1. font: You need to decide which combination of personality and clarity can make your copy readable and attractive.

2. The first sentence should be short, easy to read and convincing enough for the reader to continue reading the second sentence.

The second sentence: You must keep the reader's interest, so you must create another sentence to give people an attractive reason to keep your readers reading.

4. Paragraph titles: They are designed to divide the copy and make it look less depressing.

5. Product description: complex products should be briefly described, and simple products should be complicated.

6. New features: Emphasize those features that make your product or service novel, unique or novel.

9. Resolving objections: Just as you must be aware of objections, it is your opportunity and responsibility to resolve them. You must put forward an alternative in good faith, or completely dispel customers' doubts.

10. Gender: Know your target audience so that you can communicate with them in their language.

1 1. Clarity: Your copy should be clear, simple, short and to the point. The clearer and more concise the copy, the easier it is for people to read it, and then sit on the slide and slide to the end.

12. Stereotype: Avoid those very boring sentences.

13. Rhythm: Just like songs have rhythm, so does copywriting. Humorous writers are well aware of this. Diversify your sentences, change their length and give your copy a sense of rhythm. Another rhythm technique is to use the so-called "three in one", such as "I went to the store and bought a hammer, a screwdriver and a pair of pliers."

14 ... service: if you sell very expensive products or products that are not easy to return, you must raise service problems and convey the convenience of service to customers.

15. physical properties: list all physical properties, even if you don't think they are very important.

16. probation period: for mail-order goods, you must provide a probation period for any product, because customers can't touch or feel the product when they order.

17. Price comparison: If possible, it is best to provide price comparison with other products, so as to establish value in the buyer's mind.

18. Endorsement: Endorsement is a good way to increase credibility, if it comes from a very prestigious person or organization.

19. Price: Another important point for copywriting is price.

20. Provide a summary: It's really a good idea to summarize what you have provided to customers at the end of your advertisement.

2 1 .. Avoid procrastination: First of all, when editing, ask yourself, "Is there a simpler way to make it clear?" Usually, you can reduce the copy by 50% or even 80%, but still say the same thing.

22. Convenience of ordering: The suggestion to make ordering easy is to use coupons with dotted lines.

23. Ask for an order: Always ask for an order at the end of the advertisement.

1. The feeling of participation or ownership

2. Honesty: The customer is very smart-smarter than you think, and the customer's vision is very powerful. The more honest you are in advertising, the easier your information will be accepted by customers.

3. Integrity: Advertising is a kind of private information from organizations or individuals.

4. Credit

5. Value and its proof: The copywriter wants to show that what the customer wants to buy has good value.

6. Rationalize your purchase: By positioning your product, comparing it with other products, or proving the value of your product in some way-although these values may not be obvious. You provide the customer with a logic that can rationalize his purchase. There is always a question in the customer's mind: "Did I buy this product at the most suitable price?"

7. Greed: Attracting greed through discounts is a very effective incentive.

8. Establish authority: You need to make a lot of efforts to establish the authority, scale, geographical location and corporate vision of the company. Customers like to do business with experts in specific fields.

9. Satisfaction guarantee

10. Product essence: This is one of the key factors that really determine how to sell products.

1 1. the essence of customers: in sales, it is important to understand not only the essence of the products you want to sell, but also the essence of your target customers.

12. Current fashion trends: At the same time, there are always many fashions in fashion. One may be the fashion of clothes, the other may be the trend triggered by a TV program or an advertisement, or a fashion trend.

13. Timing: How many times have you had an idea, but it was either too early or too late? Timing can kill a product or make a product.

14. connection: a skill to connect what customers already know and understand with what you are going to sell, so that new products are easier to understand and accept.

15. Consistency: The first promotion must be simple. Once a customer buys something from you, it is easy for you to provide him with other things to increase sales.

16. meet customer needs: your goal is not only to meet market needs, but also to meet customer needs in particular.

17. Desire for belonging: fashion, cars, cigarettes, gadgets, whatever category-customers who buy a particular brand are encouraged to buy this brand because they want to belong to the group that has already bought this brand.

18. collection impulse: human beings must have a natural collection impulse.

19. Curiosity: Curiosity makes products attractive to target customers.

20. sense of urgency

2 1. Fear is one of the most important motivators, which can urge us to take action.

22. Instant gratification

23. Unique, precious or special: Let the target customers feel that if they buy this specific product, they will be very special, because they will belong to that very special group-they will be envied by others because they have this very limited product. This method has a strong emotional appeal. Everyone wants to be different. Most people want to belong to a very rare group and have products that a few people can own and enjoy. The purpose behind the limited edition is also to provide value.

24. Simplicity: Simplicity is the best way. It is very dangerous to provide customers with too many choices.

25. Interpersonal relationship: It is always very important to connect the products or services you sell with humanized words. How does this product meet people's needs? How do you feel? How does it look? These are just some ways you can contact. These connections seem obvious.

26. Storytelling: Storytelling is a powerful tool to establish contact between you and your target customers.

People like stories. A good way to interest customers is to tell stories. Just as a picture is worth a thousand words, a story is priceless, and it can often create an emotional connection or bond for your target customers to pay attention to and listen to. Stories create human interest.

Sales is to catch and keep people's attention with stories. "

27. Spiritual participation: Anything that makes the brain work hard to reach a conclusion will have a positive, interesting or stimulating effect on the brain.

28. guilt

29. Specific: 92% of new dentists use and recommend CapSnap brand toothpaste ",which sounds much more reliable. Customers will probably think that we have made a scientific investigation, and 92% is the result.

For example, in the TV advertisement of my Blu-Blocker sunglasses, I stated the special reasons why filtering out the light in the blue spectrum can improve your vision. This narrative is much better than just saying "BluBlocker sunglasses make you see more clearly, clearly and clearly".

Example 2: If you describe a product that aims at improving human circulation, you can say "242 kilometers long blood vessels" instead of "several kilometers long blood vessels". When you are talking about the soles of your feet, you can say "There are many nerve endings on your soles" as well as "There are 72,000 nerve endings on your soles".

There is another advantage of concretization. Through a very clear statement, you sound like an expert in your own products-you have really done research and are very knowledgeable, which will also give readers trust and confidence in you.

30. Familiarity: Seeing people you know in a completely strange place will have a strong attraction. The same applies to advertisements: advertisements are old friends. If a person reads a magazine and sees your advertising model-something they have seen many times-and recognizes your trademark or company name, it will give him a familiar feeling, just like seeing a friend in a foreign country. Because you know him well, your proposal will be very attractive.

3 1. Hope: A woman bought a new cream and got the hope that this cream can repair wrinkles. Sell therapeutic products, not preventive products. If you get a healing product and the market space is large enough, you get a powerful product. If you have a preventive product, consider how to turn it into a therapeutic one.

Step 1: Become an expert on the product or service you plan to sell. When I delve into everything about products or services, I get more great ideas than any other resource.

Step 2: Know your target customers. You may become an expert in the products or services you sell, but if you don't know your customers, you are at a very disadvantage. What can motivate your potential customers to eventually become your customers? Who is your typical customer? Knowing this can broaden our horizons and inspire many good ideas.

Step 3: Write down your title and subtitle. They must be able to catch the reader's eye, create enough curiosity, and urge the reader to start reading the first sentence. I like those short titles, such as "Visual Breakthrough", "Portable Civil Band Radio" and "Pocket Yellow Pages"-all of them are accurate, but they create enough curiosity for readers to read the subtitles. The subtitle should be about 16, and the first sentence should be as short as possible.

Step 4: Write a copy. Don't worry about sentence structure, grammar and punctuation-just start writing and keep writing. Write all your thoughts and ideas on the computer without worrying about making mistakes. The key is to put everything in your mind about this object into action. Whether you write a copy with a pen or a typewriter, you should devote the same enthusiasm. But if you use a computer to write a copy, you can gain more freedom, especially when editing.

Step 5: Edit the copy. Browse the copy and correct the mistakes in spelling, grammar, punctuation and sentence structure. Delete those unnecessary words that have nothing to do with expressing ideas. Keep the copy concise.

Step 6: Brewing. Stop editing, put the text aside, go out for a walk, or do something pleasant. You will be surprised to find the benefits of leaving words. It would be better if you could come back the next day. The longer the brewing time, the better the effect will be.

Step 7: Take a final look at your copy. You will be surprised to find that there are still many places to be revised and many places to be refined when you read it for the last time. Of course, you can simply repeat steps 5 and 6 and continue editing until you are satisfied with the results.

Axiom 1: Copying is a spiritual journey. A successful copy will comprehensively reflect all your experiences, your professional knowledge, and your ability to psychologically process this information and turn it into words to sell products or services.

Axiom 2: All the elements in an advertisement exist for one purpose first: let the reader read the first sentence of this copy-that's all.

Axiom 3: The only purpose of the first sentence in an advertisement is to make readers read the second sentence.

Axiom 4: The layout of the advertisement and the first few paragraphs of the advertisement must create a buying environment, which is very conducive to promoting your products or services.

Axiom 5: Let your readers say "yes" and let them ring when reading your copy because of your sincere statement.

Axiom 6: Your readers can't help reading your copy. They can't stop reading until they have read all the copies, just like sliding down a slide.

Axiom 7: When you try to solve a problem, break those stereotypes.

Axiom 8: Through the power of curiosity, make the copy interesting and make the reader full of interest.

Axiom 9: Never sell products or services, but sell concepts.

Axiom 10: The brewing process is that your subconscious uses all your knowledge and experience to solve a specific problem, and its efficiency is determined by time, creative tendency, environment and self-esteem.

Axiom 1 1: The copy should be long enough to guide the reader to do what you want.

Axiom 12: every communication should be personalized, from the author to the audience, no matter which media is used.

Axiom 13: The ideas you put forward in the copy need to be connected in an orderly way, predict the user's questions, and then answer them as if they were asked face to face.

Axiom 14: in the process of editing, you should refine your copy and accurately express what you want to express with the least number of words.

Axiom 15: it is much easier to sell therapeutic products than preventive products, unless preventive products are regarded as therapeutic products or their therapeutic effects are emphasized.

There are three things to remember about emotions in advertisements:

Emotional principle 1: Every word contains emotion, and every word tells a story.

Emotional Principle 2: Every good advertisement is an emotional expression of words, feelings and impressions.

Sensibility principle 3: sell products with emotion and interpret purchases with reason.

Title: Visual Breakthrough

Subtitle: When I put on these glasses, I couldn't believe what I saw. You wouldn't believe it either.

Title: Lazy people get rich

Subtitle: "Most people are busy all day just to support their families, but they lose the opportunity to get rich."

Title: men's underwear

Subtitle: How does a special group of men make everything possible?

Title: The Big Secret of DC- 10 Aircraft

Subtitle: You have heard a lot about the bad reputation of DC- 10 aircraft. But there are some things you don't know.

Title: The Magic of Nonsense

Subtitle: You will like the way we hate the Magic Stat thermostat until something magical happens.

Title: mail order building

Caption: It seems like a conspiracy to me.

Subtitle: As long as 6 million dollars, you can have a swimming pool, a tennis court and spectacular scenery.

Title: Hungarian conspiracy

Subtitle: Hungary plans to use new smart weapons to hit the United States hard-an exclusive report from Budapest.

Title: Visual Breakthrough

Subtitle: When I put on these glasses, I couldn't believe what I saw. You wouldn't believe it either.

Title: Golden Space Necklace

Subtitle: Dress her in unique clothes with the first American space-age gold necklace in the next space trip.

Title: Best selling

Subtitle: A new consumption concept allows you to buy "stolen" goods if you are willing to take risks.

Title: Nautilus Spelling Sales Advertisement

Subtitle: Every misspelled word you find in the advertisement of this mass fitness product is worth $65,438+00.