Advertising master teaches you to write a strong copy.

Everyone in the advertising industry knows that the most important thing in advertising is copywriting. It can be said that the quality of copywriting directly determines the quality of marketing effect. There are countless copywriters, and there are only a handful of good copywriters. Some people think that the creation of copywriting mainly depends on talent. Some people are born with a brilliant mind and extraordinary writing style, and they can write a good copy effortlessly. Some people can't hold back a few good words after thinking hard for a long time.

Judith Charles, a famous American advertiser, once said, "Copywriting is a salesperson sitting behind a keyboard." In short, the task of copywriting is to sell, not to create, and only copywriting that can sell products is an excellent copywriting. This also shows that copywriting is traceable and can be improved through study and practice. Here, I would like to recommend a copywriting guide-robert bly's Complete Handbook of Copywriting. If you are a copywriter or an enthusiast, this book will be of great help to you.

Robert bly is a legendary copywriter with a high reputation in American advertising field. We have cooperated with world-renowned enterprises such as IBM, Forbes and Lucent Technology. He was rated as "the top American copywriter", and his writing skills were highly praised by the advertiser david ogilvy.

In the book Complete Handbook of Copywriting, combined with his years of practical experience, Robert explained in detail how to write attractive titles, how to communicate with readers, how to make readers understand your advertisements, how to grasp the unique selling points of products, and how to write advertising copywriting with strong sales force.

What is an attractive title? John Karps, a mail-order copywriter, said, "The best headlines can take care of consumers' own interests or provide new information. "For example, the advertising title of Kraft Foods" How to Save Money and Eat Good Materials "directly hits the hearts of housewives who are concerned about family nutrition and budget.

To write a good title, we must always keep in mind the four functions of the title:

Attract attention:

There are two ways to attract attention. One way is to attract readers' attention by offering them benefits or benefits. For example, the slogan of Crest toothpaste-"Help children overcome tooth decay", and for example, "Buy two new pairs of leather shoes and get one free". Another method is to provide readers with new information and use words such as "brand-new", "discovery", "coming soon" and "latest introduction" in the title.

Filter the audience:

Each product has its own specific audience, and the advertisement title should be targeted, and the advertisement that can screen out the correct and effective audience is the truly effective advertisement. For example, an old-age insurance can read: "Life insurance with reasonable premium is designed for men and women over 65 years old."

Convey a complete message:

David ogilvy believes that 80% of readers only look at the headlines of advertisements, not at the text. In this case, it is best to include complete information in the advertisement title in order to sell it to readers who only look at the title. If you want to be safer, you might as well add the brand name to the title. The advertisement of Colgate toothpaste is a good example. "Early detection can avoid Colgate's tooth decay."

Guide readers to read the text of the copy;

Some categories of goods can only attract consumers through pictures and excellent titles, and let consumers know about the goods or activities. However, some commodities, such as cars, wealth management, insurance and so on. You need to read more information to play a propaganda role, so the title must have another function-to guide readers to read the text.

To do this, it is necessary to stimulate readers' curiosity in the title, which can be achieved by asking questions or a controversial topic. For example, "What are the advantages of Japanese executives that American executives don't have?" "You can enjoy the effect of cosmetic surgery for only $5." Can reading the following content arouse readers' interest?

The Complete Manual of Copywriting also lists the basic types of eight titles:

A blunt title

Suggested title

New title

"How to" title

Question title

Imperative title

Goal-oriented title

Witness title

"Understandability" is the most basic principle of advertising. Only if you can understand it, can you play a propaganda role and promote sales. However, we sometimes see such advertisements: gorgeous words and abstract pictures, but after reading them, we feel illogical and unintelligible. Readers should pay attention to logic if they want to understand it. According to the Complete Manual of Copywriting, if you want to write a logical copy, you can follow the following skills:

Reader priority

Chuck Koster, an expert in business writing, said, "Imagine your readers from now on, even if you don't know them. You can imagine your reader as someone you know and write to him. " To do this, we can use the technique of "you-oriented", that is, directly use the title of "you" in the copy.

Put forward your selling points in turn.

There are several decisive factors in how to arrange the selling points in the copy, including their importance, the amount of information to be given to readers and the type of copy to be written. Before you start writing a copy, you might as well list the selling points first, and then arrange them in a logical, convincing and clear way and present them in the copy.

Divide the whole article into several short paragraphs and use more short sentences.

Long paragraphs and dense text will deter readers, so if your advertisement can be divided into several selling points, you might as well divide it into sections and streamline each paragraph.

In addition, try to divide long sentences into two or three broken sentences, or divide sentences into several parts with punctuation marks. Long and short sentences will make the copy more interesting and rhythmic.

Use simple words and avoid using terminology.

Difficult words or overly technical terms often make readers unhappy or distracted. The task of advertising copy is to "spread rather than admire". If readers don't understand it, the effect of communication will naturally be poor, so we should avoid flashy uncommon words or abstruse terms. Simple copywriting also carries weight. Do you believe Shakespeare's sentence-"to be or not to be?"

Clear and specific

Commodities are advertised, so the more specific the information contained in the copy, the better, and avoid too vague expressions.

British writer samuel johnson once said, "Promises, especially major promises, are the soul of advertising." In advertising, how do you make enough promises to persuade consumers to invest in your products? One way is to formulate a USP, that is, a "unique selling point". This concept was put forward by Russell Levis, the author of Effective Advertising. According to his theory, USP must meet three conditions:

Every advertisement must provide a selling point for consumers.

Every selling point must be something that competitors don't have or can't provide.

The selling point of the product must be attractive.

When a product does have a unique function, and this function can bring huge benefits to consumers, it is the most likely situation to produce a unique selling point. However, this exclusive selling point is rare. More often, your products are not much different from those of competitors. How to effectively write its selling point at this time? There are four ways:

1. Emphasize the benefits of products that most people don't know yet.

Once a copywriter visited a brewery and found that beer cans were cleaned and disinfected in steam distilled water. In fact, all beer brands are sterilized in this way, but no other brands have emphasized this point, so the screenwriter wrote this point into the publicity copy, and the unique selling point of this winery product was thus produced. Therefore, in your hands with no direction, you might as well study the characteristics and efficacy of the product and look at the advertisements of competitors. The features they missed may become the unique selling point of your product.

2. Present the product efficacy in a dramatic way.

Sometimes a selling point looks ordinary, but different presentation methods will make you feel different. There used to be an advertisement for a walkie-talkie: two people stood at the two ends of the Grand Canyon and contacted each other with walkie-talkies. As we all know, most radios can talk within this distance, but the unique and dramatic presentation is undoubtedly more attractive to consumers.

3. Design a unique product name or package

Let the product name or packaging have distinctive features and become a household name, which will make consumers more likely to choose your products on the dazzling shelves. However, the cost of creating popularity is not low, and customers need to have sufficient marketing budget.

4. Establish a long-term brand personality.

Many well-known brands will use advertisements to shape their "personality". For example, Marlboro cigarettes launched thousands of advertisements, making Marlboro a "man" cigarette.

Advertising copywriting is a seemingly simple but profound knowledge. If you want to write a copy with strong marketing effect, you need to keep learning and tempering. The Complete Handbook of Copywriting provides guidance for copywriting from many aspects of copywriting creation. Following the step-by-step guidance of this "master", you will definitely strive for perfection in copywriting and write a "super best-selling" copywriting.

Text/ice flame