Make it clear that the main purpose of this copy writing is to spread the brand, increase the sales of goods, or carry out promotional activities. Different purposes lead to different ideas and methods of copywriting.
If the purpose is to spread the brand, the overall copywriting needs to think about how to make the copywriting content conform to the brand style, causing * * *; If the purpose is to sell, copywriting needs to think about why people don't buy competitors' goods when they feel the need and generate trust, and can immediately put them into buying action. If it is a promotion activity, we should think about how to make people feel that this activity is attractive and worthy of participation, and the threshold for participation is not high. New media copywriting is created on its own platform, and more than 3,000 new media copywriters are online.
Step 2 write a creative briefing
Creative briefing, also known as creative outline, is mainly used to guide the creativity, writing and production of copywriting in advertising companies. But for corporate copywriting, it is good for the final production of copywriting to list the creative briefings of copywriting by yourself.
The creative briefing of copywriting mainly aims at sorting out three questions, that is, who to show it to? Say what? Where do you say it?
Copywriting is just like daily communication. Different people have different contents or forms of communication and dialogue. These are also three problems that need to be sorted out in the early stage of copywriting. Only by clarifying these three issues will the copy be more directional.
(1) To whom: Who should this copy be addressed, that is, the analysis of the target population. From the perspective of behavior, geography, demography and consumer psychology, who are the potential consumers and what are their typical personality characteristics?
(2) What to say: On the basis of "to whom", consider "what to say" and how the copywriter can convince the target group to trust the content of the promotion and feel something. This requires us to dig deep into our own selling points and compare the persuasion strategies of our competitors (considering how consumers feel that our goods, services or brands will be better than our competitors when faced with multiple choices), and on this basis, extract the persuasion points of our own copywriting.
(3) Where to go: choose the right media according to the crowd and release the copy at the right time, and sometimes release different forms of copy content according to different media.
Some companies have a long list of creative presentations, while others are relatively simple.
The creative briefing of copywriting mainly includes the following three parts.
(1) target description: briefly and specifically explain the purpose of the advertisement or the problem to be solved, including the related names of products or brands and the specific description of the target consumers.
(2) Supporting explanation: briefly explain the evidence supporting the selling point of the product.
(3) Description of brand characteristics or brand style: a description of the brand's own style or the brand value it hopes to convey.
Example: Taylor Guitar's creative list of advertising copy.
(1) Target Description: Advertisements convince consumers who have high requirements for guitar sound quality that Taylor guitar is a unique high-quality instrument, and can persuade them to give priority to Taylor guitar when buying guitars.
(2) Description: Taylor guitar is hand-made with the best wood that can be found at present, which can ensure the guitar to emit beautiful timbre.
(3) Description of brand characteristics or brand style: The advertising tone of Taylor guitar should convey high quality and excellent value.
After understanding the basic work items, the copywriting needs to be further explored. The more you know about the corresponding items in the list, the better, especially the two parts of "to whom" (target group) and "what to say" (competitor analysis and persuasion strategy), which are the most important work before writing a copy.
3. Writing output of copywriting creativity
After defining the writing purpose, target group, competitors and selling points of the copy, we found the problems that need to be solved, combined with the characteristics of media distribution channels, and then carried out creative thinking, and finally completed the writing output of the copy.
4. copywriting
The second round is to sort out and summarize the work that has been done. The advantages and disadvantages of copywriting work can be summarized through data and feedback from target groups. The advantages can be maintained, and the disadvantages need to be further revised, improved and retained for reference when writing the next copy.