David Ogilvy said in "Confessions of an Advertising Man": "Consumers are not fools. Consumers are like your wife. If you think you can do it with slogans and sensational adjectives, If you try to persuade her to buy something, you are insulting her intelligence.”
A seemingly simple advertisement copy may not exceed 10 words, but behind it requires a copywriter to complete a series of tasks. Including research, target group analysis, competitor analysis, etc., to ultimately determine the brand's positioning and slogan. In fact, the time spent preparing to write a sentence of copy is much greater than the time spent writing the copy.
1. Clarify the purpose of writing the copy.
Main purpose: brand communication, the overall copywriting content needs to conform to the brand style and arouse buzz; to increase product sales, consumers need to generate interest, need and trust in the products described in the copywriting content. ; Carry out promotional activities to make the copy content attractive, worthy of participation, and with a low threshold for participation.
2. Create a creative brief (creative outline).
Example: Taylor Guitar advertising copy creative list
(1) Objective statement: The advertisement is to convince consumers who have high requirements for guitar sound quality that Taylor guitar is a unique, high-quality instruments and be able to convince them to prioritize Taylor guitars when considering guitar purchases.
(2) Supporting Notes: Taylor guitars are handmade from the best wood currently available, which ensures that the guitar produces beautiful tone.
(3) Brand characteristics/style description: The advertising tone of Taylor Guitars should convey the value of high quality and sophistication.
3. Creative writing output of copywriting
Combine the above information to find the problems that need to be solved in this copywriting, combine the characteristics of media delivery channels, then think about creativity, and finally complete the writing output.
4. Copywriting review
Sort out and summarize the completed work content.
Writing copywriting is actually a test of the marketing thinking of the copywriter. The important preparation before writing copywriting is to do marketing analysis (including: market analysis, target group analysis, competitor analysis, selling point extraction)
1. Target group analysis of copywriting
Clarify the differences between different groups of people and write targeted copy. Therefore, to understand the relevant factors of the target population, we can start from three aspects: cultural factors, social factors, and personal factors. You can also look for user purchasing motivations to find the fit between the product and the brand.
(1) Cultural factors. Social culture, class culture.
(2) Social factors. Family, social roles, social status, etc.
(3) Personal factors. Age, life cycle, career and economic circumstances, personality and self-concept.
(4) Lifestyle and values. Rhythm of living environment, concept of time (takeaway, part-time workers), concept of health (nursing, health care), etc.
David Acker, the father of American branding, summarized seven types of brand personality through research on brand personality.
The specific expression of brand personality and representative brand
Sincerity - down-to-earth, honest, helpful and pleasant, like hello kitty.
Exciting - bold, Vibrant, imaginative and stylish, like Calvin Crane (CK)
Competence - reliable, smart and successful, like Sony
Upbringing sophistication - Upper class, charming, such as Shiseido
Rugged - outdoor, strong, such as Marlboro
Passion - emotional, spiritual and mysterious, such as Dolce & Gabban Na (referred to as D&G)
Peaceful - harmony, balance and nature, such as Yamaha
(1) Belonging need. Goods can express the individual's attributes of belonging to a certain group and being accepted as a member of a certain group.
(2)? Admiration needs.
Seek admiration for products that can make people better and have a better image, such as high-end clothing and cosmetics.
(3) Status needs. Gain respect. Expensive products can more easily help people meet this need, such as luxury cars, jewelry, etc.
(4) Target group analysis brief table
Example of specific characteristics of the analysis dimension (a high-end snack brand) Remarks
Age? 18-25 age group, recommended Under 10 years old, otherwise it is not representative
Gender? 80% female, 20% male?
Occupation? College students, newcomers to the workplace?
Living status? Average economy, high requirements for snacks, and wide range of use scenarios?
Hobbies: Staying at home, watching TV dramas, and playing games?
Common places: Residential communities, university towns, and business offices Lou, frequently visited Internet sites: QQ Zone, Bilibili. The place where the target group gathers can determine the advertising placement
When filling in the specific characteristics, you should try to write them as complete and rich as possible, just like giving a portrait of a character. The more specific the better.
SWOT analysis: a way to quickly find strengths and avoid weaknesses.
External analysis/internal analysis Advantages S
1 , 2 , 3 ,
Disadvantages W
1 , 2 , 3 , < /p>
Opportunity O
1, 2, 3,
SO Strategy
1, 2, 3. Give full play to advantages and take advantage of opportunities
p>
WO Strategy
1, 2, 3. Overcome difficulties and take advantage of opportunities
Threat T
1, 2, 3,
ST Strategy
1, 2, 3. Take advantage of advantages and avoid threats
WT Strategy
1, 2, 3. Reduce disadvantages and avoid Threats
The selling point needs to meet the needs of the target group and be able to differentiate it from competitors. Let users realize that the product can obtain specific benefits that other brands do not have.
In the early 1950s, Rosser Reeves proposed the "unique selling proposition" (unique? selling proposition), referred to as the USP theory.
(1)? Clear interests. Such as "Afraid of getting angry, drink Wanglaoji".
(2)? Unique benefits. or have not been proposed by competitors. For example, “purified water must go through 27 purification processes”, but only Wahaha pure water puts forward this selling point.
(3)? Good for sales. For example: Xiangpiaopiao milk tea sells more than 300 million cups a year, which can circle the earth, and has led the country in sales for 7 consecutive years.
With the development of the times, the number of products and brands has increased, and the homogeneity of products has become more serious. The application space of USP theory is getting less and less, but its thinking model in copywriting still has reference value. For example, most of the selling points of products now begin to shift from the functional characteristics of the product itself to the values ????advocated by the product.
For example, the products of sports brands are actually similar, but by proposing different values ????to convey the different spirit of the brand, it arouses excitement in the spiritual world of consumers.
For example, Nike’s “just do it” (whatever you want to do); Anta’s “keep moving” never stop; Adidas’s “impossible is noting” everything is possible.
Find the characteristics of specific target consumers through target group analysis, and find your own advantages and selling points through competitor analysis. The mining and description of the overall selling points need to be considered together with these two points.
Consumer characteristics + own advantages and characteristics = refining selling points.
For example, for a snack brand, if one of its consumer characteristics is that they like to take risks and dare to take challenges, and among its strengths are the unique varieties of snacks and the selection of fresh and novel materials, the selling point is likely to be "dare to try new things" , is just enough flavor.”
Copywriting requires creative and divergent thinking, as well as logical and organized output presentation.
1. Divergent thinking tree diagram - creativity is unexpected
Use the tree diagram to complete the divergence of thinking.
For example, the selling point of Nongfu Spring's natural mineral water is "natural water source", which can be associated with "green", "nature", "water is better" and other associated words, and then continue to expand the association. , emanate countless keywords, find the points that most impress you, and refine them.
2. Creative table thinking method - creative ideas are flowing
For creative work with uncertainty, different results can be obtained through table dimensions.
(1) ]Abstractly decompose the problem into dimensions;
(2) Focus on the dimensions and enrich their content;
(3) Establish different dimensions Different combinations.
For example, develop a creative cookie.
?Taste structure and color
1 Single layer of chocolate and one thick round black
2 Single layer of milk and one thin square white
3 Strawberry sandwich, one thick thin stick, black and white
4 Orange sandwich, one thin thick stick, three colors
3. Element combination method - let creativity run wild
Pencils were once There is no eraser head, but when the American painter Lippmann used iron sheets to connect the eraser and pencil, such a small idea brought him US$500,000 in patent fees from the RABAR Pencil Company, and since then tens of millions of people Benefit from this.
The combination of different elements can often bring unexpected creativity, such as "headphones + tape recorder" becoming a Walkman.
Title: Three major configuration upgrades, worthy of your liking - the central idea of ??this advertisement
Arguments: "APP intelligent control", "220ml self-humidifying water tank", "2 "One big mop" is used to support and explain the title.
1. ? [endif] Title - Attention-grabbing
“The title is an important element in most advertisements and can determine whether the reader will read the advertisement. Generally speaking, 4 times more people read the headline than the content. In other words, the value of the headline you write will be 80% of the entire advertising budget. If your headline does not achieve sales, then yes. Say you have wasted 80% of your client’s advertising budget”——David Ogilvy
“The four functions of a good beginning: attract attention, screen customers, convey information, and attract reading”—— Copywriter Robert Bly
For example: Crest "Help kids beat cavities." Successfully attracted the attention of parents of children with tooth decay problems and led to further understanding.
(1)? [endif] Brain focus principle: Dialogue with the old brain
In the past, people generally considered the structure of the brain as the left brain and the right brain. The left brain is responsible for linear thinking such as language, logical reasoning, and mathematics, while the right brain is responsible for artistic conceptual thinking such as images, music, creativity, and imagination.
However, the latest brain science research has a different view. In recent years, the famous American neurologist Paul McLean has proposed the "Trinity of Brains" theory - the structure of the human brain from the perspective of biological evolution. , divided into three brain regions,
namely the old brain, the middle brain, and the new brain. According to this theory, the world's leading neuromarketing researchers Patrick Renvac and Christopher Morin pointed out in the book "The Sales Brain" that the three brains process different information accordingly.
The old brain (brainstem) - makes decisions; the diencephalon - processes emotions and intuition; the new brain - processes rational data.
Old brain: It is the oldest and primitive organ in the brain structure and is also a direct result of primitive evolution. The old brain is mainly used to make decisions. It can also directly or indirectly receive input from the brain and other nervous systems and trigger decisions.
It can continuously scan the external environment, judge whether it is safe, and immediately make a survival decision of "escape" or "fight". It is closely related to our survival strategy. Until now, the brain of reptiles has maintained the original form of the old brain. In this sense, the old brain is also called the "reptilian brain" or "basic brain."
Diencephalon: Used to perceive and process emotions and intuition. The diencephalon is the brain closest to the old brain. Most of our impulsive shopping behaviors come from the stimulation of the diencephalon by emotion or intuition.
New brain: Also called the cerebral cortex, it is the last evolution to develop. Mainly processes rational data, such as speech processing, reading, thinking, and planning.
Therefore, these three parts just constitute a basic structural framework of copywriting: rational communication-emotional communication-stimulating decision-making.
For example, when copywriting sells family cars, in terms of rational communication, the performance is reflected through specific parameters, including comprehensive explanations of the engine, tire material, interior space, etc.; in terms of emotional communication, each car is given a name. (emotional and touching), such as "Swan", "Beetle", and try their best to show the "interest points" - driving the family to experience more beautiful things, and the pleasant scenes of the driving process to stimulate users' emotions; in terms of direct stimulation, Stimulate purchases with limited-time promotions.
Related to "me" (income, label/name/personality/zodiac sign/constellation/blood type/alma mater/place of birth, etc., life/food, clothing, housing and transportation/city/weather/values)
Xiaomi: Innovative capsule appearance, more comfortable to wear; you can drink pure water when you turn on the tap. Mitu: good sound quality, protects the baby's hearing; high power, can play with the baby longer.
Create contrast (before/after contrast, you/others comparison)
Satisfy curiosity (perceptual curiosity, cognitive curiosity, interpersonal curiosity)
Activate emotions
"When you deal with human beings, please be aware that you are dealing not just with a logical species, but with a group of sentient beings." - Dale Carnegie, "Public***" Speech》