How to write concise advertising copy?

The shorter the article, the more exquisite it is, and the simpler the language, the more touching it is.

I recommend you to read this book.

The Tao Te Ching is only 5 126 words, but it has been passed down through the ages.

Shakespeare likes to write 14 lines, but every poem is well known.

However, I don't know when it started, and our articles are getting longer and longer. In ancient times, because words can only be carved on stones, written on skins and bamboo sticks, the ancients regarded words as precious as gold.

Later, with paper, people could write on it. However, people at that time were in awe of words, and a word was worth a thousand dollars. Therefore, articles before the May 4th Movement are generally precious words.

Now, with the rapid development of electronic storage information technology. When we write articles, we don't seem to care about the number of words. A thousand words are always on the screen. Anyway, the cost is low, and even thousands of words can be written easily without thinking. What content do you want? Click Baidu directly and copy and paste. I'm too lazy to copy. If your face is not red, your heart will not jump. Get used to it and feel at ease. Anyway, my buddy can piece together tens of thousands of words in an instant.

It seems that someone has published a book, claiming to teach everyone to write 65,438+10,000 words a day, which really blinds many people. 65438+ million words a day, no wonder words are becoming less and less valuable.

However, the real creator will cherish words like gold in the end. In recent years, with the popularity of new media such as Twitter, Weibo, and WeChat friends circle, short essays have become popular again. Everyone began to be keen on writing 100, and some even opened courses to teach people to write 30 words of self-introduction and 60 words of product promotion copy.

Because the pace of life is getting faster and faster, it is more and more important to improve the efficiency of communication and expression. This requires our expression to be concise, and any expression should go straight to the subject and poke the pain point. Therefore, many industries have declared that "important information is often short, and powerful words must be concise."

In this way, there will be more and more market for short articles! However, many people are crazy, because they are used to writing about thousands of books, and short essays suddenly become popular. What can we do?

As it happens, the American writer Roy peter clarke wrote a book: Jane Eyre. This book is about 654.38+04,000 words. The Chinese version was published by China Overseas Chinese Publishing House on 2065.438+08+00, which solved two problems: one is how to write short articles, and the other is how to write purposeful short articles. It mainly provides 12 skills such as "collecting essays, finding the key points, practicing scanning, learning symmetry, focusing, changing rhythm, rewriting routines, effectively extracting and creating surprises", revealing the golden rule of essay writing and telling readers how to write essays succinctly, efficiently and interestingly.

Roy peter clarke, the author of Simplified Writing, teaches writing at Point College in Florida, USA. As a writing tutor, he trained a group of Pulitzer Prize-winning writers. Known as an American writing tutor, he was selected as a famous teacher.

First, do a good job in preparing for writing short articles and lay a good foundation for streamlining writing.

There are three ways to practice concise writing and lay a good foundation:

One is to learn by reading. Reading is the basis of writing, so you should learn to write short articles. First of all, you have to read more essays. For wonderful essays, you should extract them, cut them and stick them in your notebook and collect them. Many great writers have this habit. When they see beautiful sentences or articles, they will copy them down with a notebook.

Mr. Li Ao, a great writer, is a famous scholar of modern history and critic of current affairs. In his view, if a book is still clean after reading, it is equivalent to not reading it and reading it for nothing. So when reading, he not only likes to write and draw in books, but also likes to cut out wonderful content for collection. So, for those good books, he simply bought two, read one and cut one.

Read on like this, and over time, good articles will accumulate day by day. When you are free, bored and lonely, you will feel happy by reading these articles. Of course, these articles are also a treasure house of inspiration for our writing. Because a good article always gives people strength, people can't help thinking deeply and feeling something.

The second is to learn by imitation. Almost all writing experts and articles have imitated the works of predecessors. Because writing is the same as practicing painting and calligraphy. First of all, you have to imitate, and so does writing a short article. For beginners, you should take a small notebook with you, copy down the wonderful sentences when you see them, and then imitate them.

For example, the famous host Chai Jing has a famous saying: "It is not terrible to criticize you, but to be disappointed in you." When we see this sentence, if you feel it deeply, then imitate it quickly.

The specific operation method is: copy this sentence on paper or type it in an electronic document. Then, the bottom of the clause begins to imitate, trying to ensure that your words are consistent with the original sentence and the parts of speech are as consistent as possible.

Just like I taught you, imitate.

It's not terrible to criticize you, but to be disappointed in you.

Imitation sentence 1: scolding you can still save, because you are speechless and can't save. (completely symmetrical with the original sentence)

The third is to develop the habit of writing short articles. In order to ensure readers to form this habit, abbreviations provide readers with some methods and suggestions.

First, every time you finish reading a book or an article, you should summarize it in the shortest words. For example, force yourself to summarize the core idea of an article in 30-60 words; Summarize the essence of a book with the word 100. Every time I see an article, I want to cut it out. Of course, deletion does not mean to crudely compress the content of the article, but to delete unnecessary words. Such as adjectives, adverbs, some unnecessary rhetoric, repeated expressions and so on. Generally speaking, it has no value of expressing meaning, but it will give people a sense of red tape, and we can delete it.

Second, in any scene, no matter what you see, try to describe it with the shortest and most wonderful words. For example, when attending a banquet, you can describe the scene you saw and your mood at that time in beautiful and simple words. You can also assume that you are the protagonist of the party or the host of the party. It's your turn to speak. What should you say? How do you ensure that your speech is witty and leave a deep impression on everyone present?

Third, develop the habit of taking notes. Happy and unhappy times are recorded in the form of notes and put in fixed bags. Because it's just notes, you can't talk at length, so when you write notes, you will deliberately describe the scene and mood in the most concise language. Of course, when we read and see wonderful content, we must write our thoughts or comments in the blank space of the page. Because the blank space on the page is very limited, it will also prompt us to write in concise language on our own initiative.

Second, master the common skills of writing short articles and write comfortable articles.

Double structure: Double structure is the most basic way to write short articles. When writing with dual structure, we usually use the method of "contrast/contrast" to create.

For example: Yin/Yang, On/Off, Concave/Convex.

Expressed in the form of sentences, the first sentence is correct and the last sentence is negative.

For example, "... this little guy, when she was asleep, was an angel, so cute. When she is awake, she is the devil, and she hates it ... "

Ternary structure: if we say binary structure, we use two elements to divide the world into two by comparison. Then, the ternary structure is to combine the world with three elements to form a whole.

For example, American theologian niebuhr wrote a famous prayer with ternary structure:

Jesus Christ,

Please grant me the serenity to accept the things I cannot change;

Please give me the courage to change what I can;

Please give me wisdom to tell the difference between the two.

Obviously, the effect of ternary structure is more complete than that of binary structure. At the same time, because the literal meaning of ternary structure is usually progressive, its unique language power is very powerful.

Five-seven-five syllable arrangement structure: This structure is a manifestation of ternary structure writing. The first sentence, write 5 words, write the place or time; Write seven words in the second sentence, and write specific things or actions; Write five words in the third sentence to sublimate the whole expression and show profound philosophy or significance.

For example, a poem written by the famous writer Eric Oman:

At the winter funeral (time and place)

Angel statues point to (specific things/people and behaviors)

An empty sky. (intriguing implication)

Of course, the five-seven-five structure is not so rigid. We can also change the number of words in each line, for example, five five seven, seven five five.

A three-line poem written by writer Jack Kerouac;

It's in my medicine cabinet.

Flies in winter

Have aged and died

Of course, there are many skills in writing a good composition. For example, imitate writing poems and write articles in four or six sentences (four or six words each). By writing these sentences, we can cultivate the habit of deliberately writing symmetrical sentences in our writing. Generally speaking, if the sentences in the article are short and symmetrical, they can be beautiful, powerful or both.

Provide two copies of Ogilvy & Mather creative advertising. The topic is concise, but it is essential and may inspire you.

2065438+February 2008, Dubai Volkswagen released five advertisements, which were created by Dubai Ogilvy & Mather Company.

These five advertising models are consistent.

Look at only one of them here.

Look at the version of the deleted title first:

You might think that this is a mobile phone advertisement.

Or an advertisement for an application of Volkswagen.

But none of them.

We look at the original version:

The title of this advertisement is:

App-Connect。 Focus on the road.

Although the APP is good, we should pay attention to the road conditions.

The mobile phone in the center of this advertisement and many apps displayed on the screen are not the theme of the advertisement.

Without a title, this advertisement can't convey the meaning.

2065438+June 2008, FirstJobs (recruitment website) published three advertisements, which were created by Ogilvy & Mather of Chile.

These three advertising models are consistent.

We only watch one of them.

Look at the version of the deleted title first:

Although FirstJobs's name is still in the advertisement.

But what does the scene shown in the advertisement have to do with FirstJobs?

I wonder who can read it.

Then we look at the original version:

The title of the advertisement is in the lower right corner, which reads:

10 Only 1 0 startups succeeded. Get a job.

1 venture, only 1 venture can succeed. Get a job quickly.

The person wearing a pillow in the advertisement should be the entrepreneur mentioned in the copy.

He is promoting his products, and the audience is sparse and depressed.

It seems that he is not very successful.

The success rate of starting a business is very low, so it is better to find a job in FirstJobs.

The key to this advertisement is the title.

If you only write this title, the meaning of the advertisement is also valid.

Welcome questions.

Advertisements can be seen everywhere in life, whether it is ordering a takeaway APP, a billboard next to a bus, or daily necessities in life, advertisements are inseparable. However, consumers perceive a brand through good copy, and good advertising copy is a sharp weapon for brand controllers. Let's take a look at these three creative rules.

1. From the perspective of copywriting, the ceiling of a good copywriting is quite high. Many people think that copywriting is just writing words. In fact, good copywriting needs to have a market-oriented strategy, conform to the law of copywriting circulation, and be prepared to express the value of the brand, which is a blow to the user's psychology. Case On April 30th, 2009, T-mobile, as one of the largest telecom operators in the world, launched a flash mob in the famous Pigeon Square in London. Hieroglyphs started tens of millions of microphones and sang the songs of the British national band together. Nearly10,000 people participated. After it was uploaded to YouTube, it caused a sensation all over the world and was infected by their emotions.

T mobile tells everyone that life is to share the product attributes and core values, and the brand connotation is the image of global consumers, so words not only help consumers understand the brand, but also make the brand seamlessly integrate into consumers' lives. This also explains why the ceiling of a good copy is quite high, and why the ceiling of a good copy is quite high.

2. Why is the scene the entrance of consumers? Brand marketing is to build your own typical scene through words, connect it with your own products and consumer needs through scenes, and stimulate consumers' desire to buy through scene deduction. For example, in 2007, Green Arrow Gum promoted that Green Arrow brought us closer. 20 14 green arrow brings fresh air, and you and I are closer. In the advertising screen, family, husband and wife and colleagues love each other.

In fact, Green Arrow gum is always creating a social scene, stimulating consumers' demand for fresh breath, which leads to buying behavior. How to find the scene is to meet the needs of customers according to their needs.

3. Label the product and seize the customer's weapon. In this era of information flooding, there are more and more social tools. Only by labeling can we not be forgotten by hot spots, can we perceive and recognize products and judge whether we need to buy them. Labels affect consumers' cognition from the following three points.

First, the uniqueness of the product, in order to increase the recognition, such as extracting the typical characteristics of the product from the fairy water in the big red bottle, highly recognizing it, so that consumers can remember it, so as to identify consumers from the product. Second, describe the product function and highlight the use point. Such as silk mask, black caviar eye cream, fairy water, highlighting practicality, knowing the benefits and uses as soon as you listen, and highlighting product value and practicality. Third, the characteristics of re-innovation are easily remembered by consumers. Identity label, like the new name of a product, becomes an easy-to-understand and easy-to-remember nickname, and also allows consumers to establish an emotional connection.

This question is somewhat general, because different copywriting styles require different copywriting designs.

But according to the needs of the scene, you can design short advertising copy.

First of all, write advertising copy in the form of small jokes.

We need not only concise words, but also interesting jokes, which not only requires you to observe life carefully, but also requires you to be inspired by what they see, read or inadvertently trigger in their lives.

Second, according to different readers, design different advertising copy.

The purpose of advertising is to market products, and the role of copywriting is to attract the attention of consumers or potential consumers.

For the copywriting between well-known enterprises, it may be necessary to highlight the brand structure and strength. For the copywriting between enterprises and mass consumers, it is emphasized to be easy to understand and say "people talk".

Different nature and types seem to be irrelevant to simplification, but in fact, it far affects the simplification of advertising copy.

If our purpose is mass consumers, and the copywriting that is good at writing is a lot of "tall words", then we will enter the theme and may not reach the streamlined advertising copywriting.

For example, I wrote some tutorial-style soft articles in Meitu Xiu Xiu, and the editor will further optimize them and write them in a simple column.

The patterns designed by Meitu gradually merge in the form of total, minute and total.

Third, streamlining advertising copy can be transformed by borrowing short videos and pictures.

With the changes of the times, people's patience is getting lower and lower. A lengthy copy may be finished in a hurry.

Therefore, we need to use pictures and videos to enter the auxiliary expression, and the role of pictures and videos can reduce the burden of words.