Consumers’ expectations for goods or services are not met, which leads to psychological gap or dissatisfaction. This unmet but desired demand is the pain point. It ultimately causes consumers to have negative emotions such as pain and annoyance. In order to solve this “pain” of consumers, it is necessary to have goods or services that…
The role of copywriting in marketing: (i) Promote the accumulation of brand assets With the continuous intensification of market and commodity competition, the competition between enterprises and commodity brands has been increasingly valued by merchants. At the same time, consumers are more likely to choose to buy goods due to the influence of brands. Generally…
The selling point of a product is the unique or distinctive feature of the product. The selling point can be either an innate feature of the product or created through creativity and imagination. At the same time, if the selling point can be combined with the consumer’s pain point (consumer demand), it can create the…
The catalog key point extension method is a method of arranging the characteristics of the product in single points and then developing a narrative around the single point. It can enrich the materials and viewpoints of the copy and provide a source of information for the copy. It is related to the Nine-square grid thinking…
The manifestation of creative thinking is also reflected in lateral thinking and reverse thinking. 1. Lateral thinking Lateral thinking is a progressive thinking mode that breaks logical limitations and expands thinking to a wider field. It is a creative way of thinking that does not limit any category and escapes logical thinking with the concept…
(1) Three-paragraph writing The three-paragraph writing method is more suitable for writing soft copy. As the name suggests, its structure is divided into three paragraphs. The first paragraph uses the method of enumeration or a paragraph to condense the sales language of the entire text, such as product information, product advantages and other sales language;…
The Nine-square thinking method is a thinking strategy that helps diffuse thinking. It uses a picture like a nine-square grid, writes the theme in the center of the picture, and then writes the various ideas or associations triggered by the theme in the remaining grids, allowing thinking to diffuse in the remaining 8 directions, generating…
When different copywriters introduce the same product, they focus on different methods, which will lead to different conversion effects. Through analysis, it can be seen that the copywriting that can attract consumers to buy products can often accurately express the unique selling points of the product. This kind of copywriting can extract the most critical…
(I) Make good use of keyword setting rules The display and competition platforms of commodities are different, and the setting and display effects of keywords are also different. You can consider it according to the comprehensive strength of the enterprise. When setting commodity keywords, the three channels of Taobao, Baidu and direct train are mainly…
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…