1, "positioning" can be bought back to see. Although everything in the book should be understood in combination with practice, this book is really well written. Positioning involves the project itself, target customers, price range, market environment and other elements. There are three stages in the early stage of real estate advertising planning: case name, positioning and main promotion. Temperament must come down in one continuous line. Take personification as an example, and the case name is "Zhang San". Generally, we will use his greatest characteristics, such as "the most honest person in XX village", so the main recommendation should combine Zhang San's characteristics as an honest person, but the main recommendation should have a certain sense of language and communication, such as "playing Zhang San in a bad mood", which is nonsense.
2. The content of the fence advertisement depends on the promotion nodes, such as brand image period (group), project image period (project scale, selling point), project sales period (preferential activities, hot-selling atmosphere) ... You should take a walk in some real estates. According to what I said, you should be able to see at a glance that other people's fences are in that promotion stage. For example, Wanda is playing "XX Year, XX City, XX wanda plaza", so it must be the period of brand image. At the same time, the general building fence is mainly the external wall enclosure of the construction site and the enclosure of the viewing passage. One is for mass communication, and the other is for the intended customers who have arrived at the project site, so they should be treated differently.
3. The same is true of street signs and fences. Don't stick to a certain form when writing a copy. For example, street signs should be written and fences should be written. Back to the source, why did you make this thing, and what was the purpose? Then think about how to best achieve this goal through this form (street signs, fences, etc.). ). Similarly, road signs and fences are clear forms of communication for customers. The number of words must be concise and the selling points must be prominent.
In addition, don't be creative for the sake of creativity. For developers, the effect is the most important. "Opening Today" is very rustic, but it is definitely better than "Glory Bloom". What is glory and what is blooming? Do copywriting, speak human words. . . Isn't copywriting the easiest job? Just talking to people.