[Share dry goods for everyone].
Advertising copywriting that uses true rhetoric was more common in the nineties of the last century, and relatively few in advertising works in recent years. This may be related to the market environment at that time, many brands are directly to the product benefit point, the copy is concise and powerful, forming a distinctive characteristics of the times.
Dingzhen rhetoric makes the copywriting neat and coherent, which can enhance the momentum of the copywriting, highlight the connection between things, and also bring inspiration to the current copywriting. Let's take a look at the application of the Dingzhen technique in specific cases from the four aspects of highlighting the key points, being engaging, expressing fluently, and enhancing the momentum.
1. Highlight key points.
Emphasize the connection between things, highlight the characteristics of the product, and deepen the impression.
1.ByteDance: If you are born different, you must dare to be different, and being different is everyone's true color.
In the imagination, ByteDance's logo changes freely in different spatial scenes. The copywriting adopts the method of topping the truth in the text, highlighting the theme, and profoundly interpreting the brand culture of "diversity and compatibility".
2.Waveguide: Waveguide mobile phone, fighter jet in mobile phone.
Connecting two things that are not originally related to each other, mobile phones and fighter jets, does require a lot of imagination. The copywriting links the powerful fighter and the mobile phone, so that consumers feel that the waveguide mobile phone is definitely powerful and trustworthy.
3.Xuanmai: The taste lasts and lasts ridiculously long.
The copywriting is simple and rude to give the product benefits, and then with the exaggerated and nonsensical advertising plot, it highlights the chewiness of the product.
Second, it is fascinating.
Organized and interlocking, it is generally used to create a sense of atmosphere and attract the attention of consumers.
1.National Geographic: If you know, you want to know more if you want to know more, you are alive. live curious.(If you know, you want to know more.) If you want to know more, you're alive. Live curiously. ）
* It shows a variety of natural and cultural landscapes, leading readers to discover and think. Curiosity about the unknown is the strongest driving force for human beings to keep moving forward, and the copywriting touches on the exploration of the value of human existence by itself, which is of profound significance. The ** won the Best Copywriting Award at the 2010 Promotional Film Global Awards.
2.Kunlun Mountain Mineral Water: Opportunity can't run away, it's always you who can escape.
A true warrior who dares to face challenges head-on and will not back down. The copywriter uses the top truth technique to transform the main body and encourage the contestants to move forward bravely, not only talking about the event, but also talking about the philosophy of life.
3.Tmall "Ideal Voice of the City": How ideal you want is, how loud your ideal is.
The echo of the ideal is not only floating over the city, but also echoing in the heart of everyone who has a dream, "your city, listening to the sound of the ideal awakening", the advertisement uses sound to express the life scenes of different cities, as well as the daily state of young people living in the city, and conveys the encouragement and care given by the brand.
3. Fluent expression.
The battle is neat, the tone is coherent, and the readability is strong, which is easy for consumers to understand.
1.**New Power Week: Ordinary changes, will change ordinary.
Ordinary change", to a certain extent, can reduce the psychological pressure of consumers, give a hint of "change is not difficult", "change ordinary" emphasizes the results, improve consumer psychological expectations, drive everyone's emotions, the whole article is smooth and concise, but full of stamina.
2.Wangzai Milk: Look at me again, look at me again, and I'll drink you.
Wang Zai's advertisements are very **, colloquial copywriting expression, and smooth plot advancement rhythm, which will give people a strong sense of substitution.
3.Wei Dan drink more water bottled water: It's okay to drink more water, it's okay to drink more water.
In order to let you drink more water when you have nothing to do, this company can be said to have broken its heart. No matter what troubles you have, drinking plenty of water will always be fine. The nonsensical plot has a tight rhythm, repeatedly mentioning "it's okay to drink more water, it's okay to drink more water", which deeply imprints simple product information in the minds of consumers.
Fourth, enhance the momentum.
The structure is neat, highlighting the momentum of the copywriting, giving people a sense of majestic atmosphere.
1.China Television News: China TV News, China TV News.
"China TV" not only shows the content of the newspaper, but also demonstrates the authority and comprehensiveness of China TV, which is convincing.
2.Zhongxing Department Store: Clothing is a kind of clever politics, and politics is a kind of clever clothing.
The copywriter does not only care about the superficial meaning of clothing, but points out the connection between clothing and politics from the ideological aspect, so that "clothing" has a deeper spiritual meaning and is thought-provoking.
3.Toyota: There must be a road before the car reaches the mountain, and there must be a Toyota car when there is a road.
The copywriter uses "there must be a road before the car reaches the mountain, and the boat is naturally straight to the bridge", and uses the true rhetoric to naturally lead to the product, giving consumers a sense of accessibility and happiness, highlighting the brand pattern.
5. Summary. The clever use of top-truth copywriting techniques can bring different effects to the copywriting:
1.Emphasize the connection between things and highlight the product features.
2.Be organized and interlocking to grab consumers' attention.
3.The tone is coherent, readable, and easy for consumers to understand.
4.Highlight the momentum of the copywriting and give people a sense of majestic atmosphere.
1. Xue Tengjiao's 1-to-1 brand planning, what brand problems to solve?
1.The brand personality is not unique and cannot win from the competition
2.The homogenization of the industry is serious and it is caught in a first-class war
3.Spend a lot of money on advertising, and the market effect is not obvious.
4.The advertising slogan is not attractive and cannot motivate customers to spend
5.The brand strategy is not clear and can not achieve steady growth.
6.It has no characteristics of its own, and always imitates its peers
Second, Xue Tengjiao's 1-to-1 brand planning, what results are delivered to customers?
Brand Strategy] Comprehensive planning, so that the brand goes fast and far!
Brand positioning] full research, so that the brand to find the right advantage to make force!
Slogan design] professional planning, let the brand occupy the minds of customers!
Channel docking] Rich students, so that the brand expands business resources!
Inclusive price for entrepreneurship mentors: 580,000 yuan brand.
3. Xue Tengjiao's 1-to-1 marketing consultation, what marketing confusion does it answer?
1.Marketing costs are getting higher and higher, but profits are not growing.
2.The way of customer expansion is still traditional, and it is not good at using big data to improve performance.
3.Brand communication is not as good as peers, and customers are not impressed by the brand of their own enterprises.
4.The traditional main business is declining, and it is urgent to find new business growth points.
5.The cost of online e-commerce traffic is high, and enterprises are reduced to the point of working for the platform.
6.Looking forward to the innovation of products, but in reality, it is helpless to create explosive products.
7.Peer competition launched a first-class war, and a large number of customers were poached by opponents.
8.The company does not have a good advertising slogan, and the salesman needs to go to great lengths to explain the selling points.
9.I took a lot of president classes, but I lacked a landing plan for my own company.
Fourth, Xue Tengjiao's 1-to-1 marketing consultation, what results are delivered to customers?
Sort out your thoughts] carefully combing, so that entrepreneurs are no longer confused!
Method suggestions] are targeted, and can be implemented according to the problem!
Decision-making staff] comprehensive analysis, providing reference points in terms of brand and marketing!
Channel docking] Matching resources to efficiently connect business partners for enterprises
*|The price of consultation: 6800 yuan per hour.
Offline 1-to-1 consultation price: 8800 yuan per hour.
5. Teacher Xue Tengjiao introduced:
Innovation and entrepreneurship mentor of China University Innovation Alliance.
Tutor of the president class of Zhejiang University.
Tutor of the president class of Shanghai Jiaotong University.
Top 10 Entrepreneurship Mentors in Zhejiang Province.
Hangzhou leading talents.
Mr. Xue Tengjiao has 17 years of experience, and has accumulated profound knowledge and rich practical experience in the field of brand planning and marketing. He has won the first place in the Hangzhou Entrepreneurship Mentor Competition and the top ten entrepreneurship mentors in Zhejiang Province.
Mr. Xue Tengjiao is a senior marketing expert in the Internet circle, and has taught leading cadres and entrepreneurs in Zhejiang University, Shanghai Jiaotong University, Xi'an Jiaotong University and other well-known universities all year round. He is good at using Internet thinking to tailor brand strategy and marketing strategy for ** institutions and enterprises.
Mr. Xue Tengjiao has provided brand marketing consulting services for nearly 100 large and medium-sized enterprises. Customers include: Lenovo Group Global Headquarters, Aojiahua, Langjiu Group, Jinan Heavy Industry, Good Farmer Food Holding Group, Boyang Home Textile, Lushang Group, Datang Housing, Xu's Ginseng, Qianjiang Motorcycle, Ingenuity Business.
If you have a problem with your body, you need to see a doctor!
Enterprises have problems and need to find experts!
Professionally solve problems in the field of branding and marketing!
6. Business cooperation.
Please leave a message in the comments section below.