Three Purchases of Huahua Law 97: Purchases Reason, Purchases Description and Purchases Guide

236, complete advertising text information should include three aspects: purchase reason, purchase instructions, purchase guide. This is an enterprise's business, and it also serves consumers, reducing consumers' decision-making costs and providing action guides.

237, advertising without me, don't consider their own performance, don't worry about what others will think of me, in order to wholeheartedly provide useful information to customers, wholeheartedly promote their products.

Then, the text and symbol coding of two Country Garden Phoenix advertisements are analyzed.

This article, entitled: "Smart Guangzhou people, do you know what is value for money?"

Here are four pictures, which were introduced in our previous advertisement. There are 880,000 single-family villas in the garden, 500,000 townhouses and only 1.3 million villas with swimming pools.

Here is a copy: "Phoenix is not only cheap, but also makes you realize the value of life again."

This sentence makes me applaud! What do you admire? Admire him for calling himself a bitch. Because I have contacted many advertisers, I know how difficult it is to get them to say something! They hope that every word they say is a myth. If you ask him to say something personal, he will call you "too direct", "uneducated", "too low", "no class", "no taste" and so on, and there are a lot of ideas. Sometimes it annoys me, and I will go back:

"Don't be so inferior, ok? The so-called uneducated, too low and tasteless are all worried that others will say that they are uneducated, too low and tasteless. They are worried because they have such an evaluation of themselves. When you really have culture, taste and grade, you don't have these ideas in your mind! "

Worried that your "brand image" is "uneducated, tasteless and too low" because of advertising performance, all come from a deep sense of inferiority. Therefore, my job is often psychological counseling, encouraging customers to speak boldly! Talking about people will not be looked down upon!

Marketing communication, without me, can not care about their own performance, the only thing to care about is how to communicate with consumers. Hua Hehua said: The slogan is not that I say a word to him, but that I design a word for him to say to others. Not only is the advertising slogan like this, but every sentence in our copy is a cliche. Think about it. If a customer visits your home, what will he say to his family and friends when he returns? Write whatever you want him to say.

The key to communication is communication! Be sure to write something that can be recited, something that everyone will say when writing, something that everyone can think of at any time when writing, and something that can be quoted. Just like when we speak at a meeting, what is the sign of a successful speech? After your speech, the next speaker will quote you: "Just like Mr. Huashan just said …" This shows that you said "flying with wings" and wrote Homer's epic, which can travel through time and space.

West Bioque, a professor of modern semiotics in the United States, said: "Everyone thinks about language in terms of communication, but language has nothing to do with communication activities." He added: "Be careful not to confuse three incompatible accusations and their names-communication, language and discourse."

Language has nothing to do with communication activities, especially the use of written language in advertisements, which is often used for dressing up-I am not low, I have grade, I have taste-but what you say can't be spread, and it may not reach consumers, or it will fall to the ground after arrival, and you won't repeat it to others from his mouth.

Saussure divided linguistics into two parts: linguistic linguistics and discourse linguistics. Remember, we are not using language, but speaking words-words with wings.

Then watch this advertisement. At the bottom left, there is still a red seal-good quality and low price. Just below, there are maps and free building information.

In the advertisement, there must be three purchases-the reason, the instruction and the guide, so as to complete the first battle. When the consumer sees this page of advertisement, he has all the decision-making information he needs, which also urges him to take action. Come on!

Read another one. Very interesting.

Title: "Do you know what a super villa is?"

This title is great! Catch the reader at once, because he is very talkative and asks a topic that everyone is interested in. Then: "The total area is 54 1 1 m2, the building area is 1273 m2, and the garden area is 4 138 m2." A closer look also shows: "master room area 12 1 square meter".

In the middle of the advertisement is a picture of a huge house. The following sentence: "The picture above is not a club!" "

Is this a completely colloquial communication? Do you talk much?

Someone once said to me, "Mr. Hua! Selling villas is not selling cabbage! Can't do this! " I said, "Buying a villa means buying cabbage, let alone buying a villa. Buying a private jet is also buying cabbage. What buyers need to know is the product. Just like buying cabbage, you can tell me where it was planted, whether there is pesticide, whether it is new, and whether the cabbage core is sweet or not. "

In the second half of this advertisement, I noticed a detail, that is, he highlighted "five-star hotel" in three places. He was afraid you wouldn't notice. He wants to emphasize his five-star hotel package to you.

This is not an advertisement made by a professional advertiser, it is the business of a good businessman.

There are two kinds of people who can advertise effectively. A kind of business expert who has never studied advertising is what Mencius said: good knowledge and good ability, innate knowledge, can be learned without learning. The other is a real advertiser, who has a thorough understanding of business and is proficient in words, symbols, media and other technologies. What kind of person do you want to be?