After clarifying the purpose of copywriting and expanding creative thinking, many copywriters began to write directly, but the effect of doing so was not ideal. The purpose of copywriting is only a direction of copywriting, which is used to help copywriters conceive copywriting. However, if there is no clear copywriting theme, and the copywriting content is written according to one’s own preferences and ideas, the copywriting will become a pile of loose sand, without prominent focus, and it will not be able to attract consumers. This easily turns the copywriting into a self-entertainment type of copywriting, which can neither achieve good marketing effects nor improve the writing level of copywriters.
One thing that copywriters need to make clear before writing copywriting is that the writing theme must always be implemented throughout the entire copywriting process, and coordinate the direction of copywriting planning and creation. The theme has a great influence on the final presentation effect of the copywriting. Internally, it can affect the writing of the copywriting, the selection and delivery of the communication channels; externally, the theme also plays the role of a communicator. Consumers can know the key information of the promotion through the theme revealed in the copywriting, thereby arousing the desire of consumers to participate. It can be said that the purpose of copywriting is to convey a certain information about a product, service or brand. This information is the theme that the copywriting wants to express, such as product selling points, promotional offers, corporate spirit, brand concept, etc.
For example, the promotion copywriting of KFC hamburgers is created with the theme of “domineering UP”, which arouses consumers’ desire to act by calling on them to sprout vitality together, and is paired with celebrity promotion explanation videos to increase the persuasiveness and appeal of the copywriting content.