"Your copy has to impress users on a rational, emotional, and personal level. ”
Whether it is in the work content of ** before, or now I choose to do it myself, copywriting is a very important part, because I believe in the power of copywriting, I will carefully craft each of my copywriting.
Walking on the road of copywriting growth, more and more problems appear in front of me one by one:
What if you can't think of a good idea?How to improve the persuasiveness of copywriting?How do I write a catchy headline?How to choose between long and short copy?What information ...... need to know before writing a copy
When I frowned, I saw the book "The Complete Handbook of Copywriting" by Robert Bligh, an American advertising copywriter, and many of the problems that bothered me had concrete and feasible solutions, which inspired me to write good copywriting step by step, and gave me a new thinking and understanding of copywriting!
At the same time, there are 38 headline examples, 15 letter starters, 11 tips for creating brochure copy, 15 tips for writing marketing emails, 10 copywriting checklists, and ......It's a treasure trove of materials for copywriters!
How to write good copy?Let's start with these three cheats!
Tip 1: The title keeps the reader interested
In this era of information, every copywriter is scrambling for the attention of users, after all, "the smell of wine is also afraid of deep alleys." "The title is even more important.
The author of How to Make Your Ads Make Money once wrote: "A well-written headline is almost a guarantee of the success of an advertisement." On the contrary, even a good copywriter can't save an ad with a weak headline. ”
How do we write a good headline that will win the reader's attention?The author has given 8 time-tested title types that you can use directly!
1.Straightforward: Directly name the product for promotion.
2.Suggestive: Arouse curiosity first, and then answer the reader's questions through the text of the ad.
3.Novelty: If there's new information about a product, say it in the title.
4.How to style: Put how in the title, this title is not as bad as **.
5.Questioning: The questions asked must be something that the reader will relate to or want to know the answer to.
6.Imperative: Tell the reader directly what to do.
7.Goal-oriented: The title will come out after making a list!For example: 4,000 reasons to buy a fur coat in the next 4 days.
8.Testimonial: Like a customer's dictation, the reader is hinted at through the title and the key words in the text, which may be the testimony of other customers.
In addition to these 8 title templates, the author also has a very interesting way to write titles, which is very interesting and inspires me
Sometimes, when I can't come up with a vivid title, I simply make a list, write down a list of words related to the product, and then arrange and combine those words to form several headings. ”
Tip 2: Copywriting makes readers understand
Writing copy, especially advertising copy, is not about talking to yourself, nor is it a pile of rhetoric, but to make it understandable to readers!
How to write a copy that readers can read?The author gives 6 practical tips!
1.Readers first: When writing copy, ask yourself, if I were a reader, would this copy convince me to buy the product?You can directly use the title "you" in the copy, which can shorten the distance with the reader.
2.Present your characteristics in order: the title should point out the characteristics of the company, the next few paragraphs of the text should be used to explain the details of this feature, and the other minor features should be arranged in the text that follows.
3.Break up long copy into short paragraphs: keep each paragraph short, too long can put off the reader. Segments can be made in a variety of ways, such as serial numbers, special symbols, and subheadings.
4.Use short sentences: Try to break long sentences into two or three shorter sentences;You can also use punctuation to divide the sentence into two partsWhen the sentence is long and short, the copywriting will produce rhythm.
5.Be concise: redundant words can waste the reader's time and dilute the information. You can think and write as much as you want when you first write a draft, and then move on to the editing stage and cut out unnecessary words.
6.Be specific: "The only sure way to maintain the reader's attention is to be clear, clear, and specific. "We need to prepare enough background information, pick out the most important facts, and then describe them in a clear, precise and direct way.
Tip 3: Copywriting resonates with readers
Observing those copywriters who have high user stickiness or become popular traffic, they all have a trait, that is, they can resonate with users.
Nowadays, stereotyped, stereotyped promotional terms are no longer able to attract users!
Sitting in front of a computer and starting to write just by fantasizing or holding a series list in your hand is destined to fail to achieve great results.
Excellent copywriters are quietly understanding what users really care about, and writing copywriting that can really enter the hearts of users.
How can you make your ads more relevant to your readers?The author also gives simple and feasible advice:
Appealing directly to the reader's life, feelings, needs and desires;Tell a story in your copy;The content of the copy is people-oriented;Write your copy with a personal touch and make it sound like a letter to a friend, with warmth, sincerity, and helpfulness;Take advantage of the testimonies of celebrities who have experienced them firsthand;Provide free gifts or samples, etc.;Provide important information in your copy;Copywriting contains important life issues;Answer the important questions that the reader already has in his mind;The topic of the copy is something that the reader will be interested in.
Written at the back:
When it comes to writing copy, especially for advertising, people will always be intimidated.
When I first started writing copy, it was the same, I didn't know how to write at all!It wasn't until I wrote a lot of failed or successful copywriting that I finally realized that good copywriting can be learned.
As former Ogilvy Copywriter Roy Redmond said, "Advertising is a relatively simple art, so don't be intimidated by it."
As long as we continue to practice, one day our pen will also be able to give birth to good copywriting and bloom flowers of hope!
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