How to write the title of the copy?

First of all, make clear the concept of creativity. All the ideas of an advertising copy are based on the concept of creativity. The concept of creativity is the bottom of creativity, and it is an abstract summary of the same part in the creative collection. Just like fishing, no matter what bait we use, we need a sharp hook to hide in it. The different bait here is the title of the copy, and the hook is the creative concept. For example, Vanke Tang Yue's series of copywriting, the creative idea is to go home. Looking closely at the copy, it is not difficult to find that the creative technique used here is contrast.

Second, conceive the writing angle When the concept of creativity is clear, the next step is to find the angle of writing title. The so-called angle is an extension of the creative concept in a certain aspect. To make it easier to understand, you can also think of it as a benefit point that can be brought by a value point. Starting from the concept of creativity, we can find dozens or even hundreds of angles, and each angle can also write dozens of titles. For example, the creative concept is the center of the circle, then the angle is the dense points on the circumference. Many advertisements we usually see are often from a copywriting perspective, so we can create a series of copywriting or tell a series of stories. For example, the back series of Ant Financial tells the story of drivers, salesmen, retired workers, beekeepers, noodle shop owners, blind masseurs, senior donkey friends and train dispatchers around the concept of seriousness.

Third, use the title technique to write the angle, and then the word kung fu, and use various techniques to write all the titles you can think of. Here, I recommend three commonly used skills. 1, analogy, such as: Panasonic quietly keeps your ears clean. 2. Compare the copywriting series of Jingdong Finance-Baitiao. Contrast hurts. Only by contrast can we stand out, inspire people's feelings and attract people's attention. Step 3 tell stories