1. Based on truth
The copy must be true, truth is the life of the copy. From the perspective of copy creativity, we must adhere to the belief that “honest copy is the best copy.”
In the advertising creativity that expresses the authenticity of the copy, empirical copy is an important method, and the specific practices are as follows.
(1) Intuitive performance. Through on-site demonstration, that is, trial, try-on, and taste, let consumers experience it personally to establish a sense of trust.
(2) Personal experience. Verify the quality of the product through the personal experience of consumers.
(3) Real evidence. If it is a silver medal, it cannot be said to be a gold medal; if it is a provincial excellence, it cannot be said to be a ministerial excellence; if it is a domestic product, it cannot be said to be an export product; if it is only exported to one country, it cannot be said to be sold all over the world; if it is effective for a certain disease, it cannot be said to be a cure-all disease… all of them must be based on real evidence.
Many copywritings are copywritings in real life, which give users a sense of reality and fun.
2. Highlight personality
There are many problems to be solved in copywriting, but there are only two core problems, namely, “Who am I” and “Who am I”. A key word in corporate identity strategy is identity, and its core meaning is identification.
How to write copy for a product? First of all, we must know what the biggest advantage of the product is. Compared with other similar products, what is the unique advantage of this advantage? In a word, we must make ourselves different and let consumers identify us from many similar products.
For example, the personalized recruitment copy of several companies. Among them, Xiaomi’s recruitment copy is more provocative; the recruitment copy of “First Financial Weekly” gives people a dream; and the recruitment copy of Taichu International is eye-catching. These three copywritings have their own characteristics and are impressive.
3. See the big picture from the small
The so-called seeing the big picture from the small means capturing some details about the description of events, facts or situations in the process of copywriting creation, and highlighting the advantages and uniqueness of the company’s products through “close-ups” of these details. Usually, what we say “a drop of water can see the sun” is about this truth.
4. Simplify
The language of copywriting should be concise, concise, and concise, without nonsense. This is just as Zheng Banqiao wrote in his poem: “Simplify the autumn trees, and lead the new February flowers.” American advertising expert Max Sackum also said: “Advertising manuscripts should be concise, and your sentences should be shortened as much as possible. Never use long or complex sentences.”
5. Pay attention to literary talent
Writing articles should be literary, and writing copywriting should be literary. Copywriting without literary talent is boring advertising. Boring advertisements cannot attract people, and they cannot achieve the purpose of copywriting communication. For example, the copywriting written by the courier brother with literary talent on the Internet is popular.
6. Move people with emotion
Copywriting creativity must emphasize emotion and righteousness. Only when “emotion is as fine as spring rain and as fine as silk” can people be infected by beauty in a subtle way.
As we mentioned in the previous “emotional thinking”, we should make full use of keywords – enthusiasm, passion, love, family affection, friendship, lyricism and empathy, so that the copywriting creativity can move people with emotion.
7. Implicit meaning
Implication refers to implicit meaning. The power of copywriting creativity is not only on the surface of the text. A brilliant copywriting creativity is not to speak directly, but to attack from the side and take a different approach: either to convey imagination or to use images… It is often to play hard to get and avoid the real thing. In a word – implicitness is the key.
8. Win by surprise
Copywriting creativity is a kind of creative labor. It is characterized by being innovative and bringing forth new ideas. Sometimes surprising and surprising advertising copywriting can attract the attention of consumers and leave a deep impression on them.
Copywriting creativity often targets the common rebellious psychology and curiosity of people, deliberately seeking novelty and not falling into the cliché. When someone else’s copywriter says “It’s good to be a woman”, you must not imitate him and say “It’s also good to be a man”, because “chewing the bread that others have eaten – it’s not delicious”. In actual operation, advertising copywriters often use contrast, exaggeration, suspense, paradox, surprise, reversal, variation and other techniques to achieve a surprising effect.