After determining the purpose and theme of copywriting, you can choose a suitable expression method to create copywriting according to the direction of copywriting creation. The purpose of copywriting is to create product or brand value through the transmission of information. Therefore, the final effect of the copywriting should enable consumers to have a new understanding of the copywriting theme. This requires copywriters to not only have basic writing skills, but also master the specific expression methods of copywriting. The expression methods mainly include motivational, suggestive, strength-based and ideal-based.
(I) Motivational expression method
The motivational expression method is to integrate the value of the product into the specific scene of copywriting, and give consumers a concrete reason through the scene described in the copywriting, so that consumers are more inclined to your product among many competing products, thereby bringing more competitive advantages to themselves. The focus of this writing method is to think from the perspective of consumers about what kind of copywriting can affect their perception. For example, when describing the precise and subtle differences of the copywriting of Xiaomi’s weight scale, the use of “accurately perceive the changes in the body every day” has created a life-like scene for consumers, allowing consumers to quickly associate and perceive the performance of the product.
(II) Suggestive expression
Suggestive expression means not to directly state the theme, but to let consumers understand the true intention of the copywriting through hints. This writing style is more suitable for copywriting content that is mainly based on creativity. It is not recommended to be used in copywriting such as new products and event promotion. It can be used as a creative idea for copywriting such as corporate philosophy and brand spirit to strengthen consumers’ recognition of the copywriting content.
(III) Strength expression
Strength expression means directly using the excellent functions, performance, quality, etc. of the product or service as the main expression focus, giving consumers an impression of “I have what others don’t have, and I am better than others”, and focusing on reflecting competitive advantages through the core competitiveness of the product or service. For example, the four words “core technology” in Gree Air Conditioner’s “Gree, Mastering Core Technology” intuitively reflect the weight of the product.
(IV) Ideal expression
Ideal expression means to stimulate resonance between consumers and copywriting at the value level by shaping ambitious and visionary goals. This writing style is more suitable for companies with a certain brand awareness, mainly reflecting the gap with competitors from a spiritual level. For example, the advertising copy of Hyundai Tucson, “Go conquer, all who refuse to obey”, well reflects the desire and ambition of its target consumer group, and resonates with consumers.