? This has to talk about the methodology of McKinsey, the world's top consulting company. Here is a book entitled "Writing Weapons taught by McKinsey", which is worth reading, if you don't have time to finish reading a book. Then after reading this article, you can have an intuitive understanding of the key points of this book, and it is also excellent to read it later.
? Divided into the following key points: 1. How to organize the language to make the business copy clear and smooth? 2. How to design the structure to make the logic of business copy clear? 3. How to successfully construct the content of business copy with the idea of solving problems? 4. How to further improve the persuasiveness of business copy?
? How to organize the language and make the copy expression clear and smooth? On the one hand, we should master the two basic concepts of "information" and "theme", on the other hand, we need to master some expression skills.
? Information is a sentence that clearly expresses the subject-predicate relationship and is a part of the copy. Information is divided into three categories: descriptive information, evaluative information and normative information. Narrative information is a description of things or situations, and it does not judge good or bad. Evaluation information is a description of things or phenomena, but it is necessary to judge whether it is good or bad. Normative information is the state that things should have or the actions that people should take, and it often appears in the form of "how to do it" or "how to do it". According to different needs, you can choose different types of information to express.
? Theme is a container of information, which limits the scope of information content. But the theme is not information, not a complete sentence, but a noun phrase, which is generally expressed by "about what".
? Then there are some expression skills. In sentence structure, it is best to use sentence patterns with clear subject-predicate relationship and active voice. If you want to stimulate the receiver to think, you should use the subject? Forms of transitive verbs. If you want the recipient to think nothing and act according to the rules, then take this topic? The effect of intransitive verbs will be better.
? In the connection of sentences, we must use the correct logical connectors. Connectives are the soul of fluent copywriting, which can clearly express the context of every message.
? Language expression should be concrete, not abstract. Don't use abstract words, such as diversification, rationalization and promotion. There is a skill in concrete performance, which is to create a sense of picture.
? How to design the structure of copywriting, so that the logic of copywriting is clear and distinct? The most effective design method of copywriting structure is pyramid structure.
? First, put what you want to convey at the top. This information is called "main information". The next layer is "key information", which is the argument and basis of the main information. Below the key information is "secondary information", which is the argument and basis of the key information.
? When designing the pyramid structure, we need to pay attention to the following points: First, a good copy should contain both the theme and the information, and correspond to each other from top to bottom. Secondly, the more topics, the better. One theme is better, and three key themes are the best. Finally, the theme should conform to the MECE principle, that is, "no repetition, no omission".
? How to construct the content of business copy smoothly with the idea of solving problems? Find the problem first. It is to divide the problems into three types: restitution, prevention of hidden dangers and pursuit of ideals. Different problems have different solutions.
? The problem of restitution is that the problem is obvious now, and the solution is to restore the original state as soon as possible. Preventing hidden dangers is a possible bad situation in the future, and the solution is to prevent bad situations and try our best to maintain the status quo. The problem of pursuing ideals is that there is no problem now, and I hope the future will be better. The solution is to realize this ideal.
? The second step is to choose a specific topic. After determining the main topics in the last step, we will choose the most important topics from the "key topics" and fill in the contents.
? The third step is to list the alternatives. The core of solving a problem is a solution or measure. Before deciding which one to use, you must carefully consider the potential options. Alternatives can only be generated in the key topics that can be taken action, list about three, and lock in the core scheme.
? The fourth step is to evaluate the alternatives and list their advantages and disadvantages. We should not only evaluate the benefits, but also evaluate the risks.
? The fifth step is to formulate the implementation strategy. Such as training and study, time arrangement, person in charge, completion time and so on. Focus on whether the implementation team can understand the plan, whether it has the ability to implement it, and how willing it is to implement it.
? How to further enhance the persuasiveness of business copy? First of all, it is best to adopt a top-down approach to business copywriting. From top to bottom, the main information, then the key information, and finally the secondary information.
? Secondly, if you want to persuade the other party to buy high-priced goods or services, you'd better use the proposal of preventing hidden dangers. In addition, the solution must pose risks. It's better to say it directly than to be greeted, but pay attention to the timing.
? Finally, the alternative pays attention to the order of expression, paying special attention to the "heart anchor effect" of the first option, which will have a far-reaching impact on the recipients. In addition, when designing a proposal, it is best to design three strategies: up, middle and down.
Summary and review: Only by accurately understanding and using some practical logical thinking methods can the writing ability of business copy be improved. Including: accurately understanding the concept of "information" to achieve clear expression, applying pyramid structure and MECE principle to design copywriting structure, using problem-solving ideas to expand copywriting content, and adopting top-down methods to enhance the persuasiveness of business copywriting. May you become a master of writing.
?