Copywriting: It is possible to have integrity

I have been engaged in planning work for a long time, and I have operated many successful cases. When I communicate with my peers, I often complain to me: I have worked hard to create an "art masterpiece" that I feel wonderful and the company is satisfied. As a result, consumers don't buy the account. It's not that the phone is small or the sales are not going up. Is the problem there? Excellent copywriting: If you have integrity, it is possible that I have been engaged in planning work for a long time, and I have operated many successful cases. When I communicate with my peers, I often complain to me: the art masterpiece that I worked so hard to create. "I feel wonderful, and the company is satisfied. As a result, consumers don't buy it. It's not that the phone is small or the sales are not going up. Is the problem there?"
Some people say that the problem is not enough to write the copy, and some people say that the copy of the "target" is not accurate enough. So how can we create a good copy that is good enough and accurate? According to his many years of practical experience, creating a good copy, there are the following rules:
1, cause attention.
Ads that no one sees will not be valid ads.
"More exciting, ladies, have you used your bad knife to cut your husband's throat?" The laughter attracted more people. what happened? There must be fun.
2. Inspire readers' interest.
But don't leave the subject. Lead the reader to the right direction.
"I will say to you that you are murdering your husband, ladies and gentlemen. Have you ever used a knife like this to cut the thick side of the cured meat, bone the fish, and cut the beans?" I began to feel uninterested. Just as I was about to leave, I noticed that several women in this group nodded and responded. He said the point is over, I stayed.
3. Pick your target.
Understand their problems, hopes, and needs. Others don't know what to do.
He dismissed the knife with disdain and took out what he called a "little miracle." As far as I can see, it is a knife, but obviously it is different from any one we have ever seen. He told us that the knife had not been stopped for six months and was as sharp as he had just discovered it. "Let's see 1 he said.
In the next few minutes, he showed impressive dexterity: he licked beans, sharpened pencils, went to pear skin, cut prawns... and even scraped the stones down.
4. Show the superior performance of the product as much as possible.
He moved his hands while he was moving. He told us that the metal used to make this knife was discovered in space research. The surgical microsurgery used this scalpel as a gadget, and this "little miracle" is forbidden to be sold in some countries because "It's too easy to cut your husband's throat."
5. The facts are more convincing than the air interface.
He told us that we just had enough luck to stand there. Because the only place where I can find the same thing is "Pharaoh, where each one can sell for 10 yuan. Never lie. The price is 9.99 yuan. - You give him a 10 dollar bill. He only pays you a penny."
6, create desire - or a shortage.
As long as you have a pulse, you have a desire. If the product can fulfill your desire, its advertisements don't have to be chattering like a salesman, but can become an inner temptation to whisper and encourage you to make your dreams come true. For "wild turkey" - the best high-priced products of bourbon - this means that readers can't forget that any cheaper option is blind and self-denying: "Of course there are cheaper Bourbons. - There are also relatively small stocks that are less valuable."
7, give product credibility.
a. Show an understanding of the requirements of the audience.
You will feel that people who know more about what you need are more able to meet your needs. The same principle applies to advertising. "This ad knows me," the reader feels like: "I can believe it." This helps to rule out the buyer's doubts about the seller, even the "usually can not believe" feeling. The advertisements of the xerox information access system cleverly use the law of Mo Fa, showing the understanding of the problem faced by the target audience: there is a person in the office, the microphone is close to the ear, and a bad message is sent: "Sir, we have checked you The information I found was definitely lost."
b. Challenge the recognized facts.
One of the more enjoyable condolences in advertising is that it is more convincing than the generally accepted idea to sing the opposite. The new ideas surprised the readers and replaced the old talks that came from them. One of the stereotypes of the media is to use the "cost per thousand people" - how much readers are how much - as an indicator of the magazine. Barrons, an investment magazine that often has more than seven digits of readership, challenges this idea. The focus of argumentation should be on the reader's "quality" rather than "quantity." The “lowest millionaire cost” became the title.
c. Since the facts are more credible than claims, it is best to use facts to declare them.
In advertising, “claiming” is often just a lie of “lie”. Many of these specially modified lies are specially prepared for the lawyers and publisher inspectors. You can't say that there are more peanuts in your peanut butter, unless there is an open and fair number of peanut rituals. However, it can be said that if someone prepares this peanut butter for a child, it is a good mother. Then you only have to admit that you are advertising, and all the crimes are not established. Advertising is just an advertisement anyway. For lawyers and inspectors, just stand up, even if you lie! However, this lie to all other 萻i lies is a lie, and it is clear. Why is Bmw's advertisement not only insisting that bmw is an investment, but also using its high second-hand price to prove this. Its persuasiveness does not come from comparisons with other cars, but the target audience may use it to compare with other investments. "A car last year outperformed 318 stocks in the New York stock market."
d, let the readers believe.
Regardless of the general irony of salesmen and advertising in particular, everyone has a place in their hearts that really wants to believe that if you use a toner or a fine silk, you will have a better sex life. Unfortunately, this place is equipped with guards patrolling the arms and arms, and once in a hurry like a book, it is immediately on the ground. The passport that our strong guards need is a strong evidence that allows him to accept your premise without appearing like an idiot. Ddb's ad for Avis doesn't just say that avis is harder. It says that if you are just second, you have to work harder – is there any other way?
e, let the readers have to believe.
This echoes the fourth. Total US

Tong Li Lizhi once said that "no reason is unbelievable after all." The premise of avis advertising, echoing the rules of survival of small fish if they do not swim faster, will be in line with this. The volkswagen's convertible roof is fully open, as is the advertisement for the steam-cooled engine: "The cooler will not be a problem because there is no cooler" - an irrefutable title.
f. Become the best choice for similar products.
These days are filled with every creative briefing. This is one of the most basic strategies of the "90s", although you can't figure out that in the 1990s - advertisers are already using this strategy when they are still paying with the currency. This method works because every person who buys something wants others to think that he has done something smart, at least not to be considered a stupid thing. The buyer’s tendency to avoid evil is the ancient and modern, and there is no far-reaching world. The reason why the saab9000 is positioned is “a sports car prepared for those who inherit the head instead of the treasure”.
h, get the sales. Let the buyer want to act and let him act.
When I clung to my "little miracle" and walked away, I began to understand that there was still learning about persuasive sales, and many ambitious copywriters did not necessarily go to the streets to see professional personnel like this. operating.
In short, advertising, by definition, is only half the fact that advertising will only present a favorable discussion of the product. As for the unfavorable arguments, the opponent will be very happy to propose. Plus the readers can only be skeptical about what you are saying, and half of your facts will soon become a quarter. It’s just a line that is not worthy of attention and only dangerous. If there is a simple principle that can sum it all up—in fact, there is no simple principle, I would like to raise it anyway—that is, the person writing the advertisement should assume that the reader is at least as smart as himself. This helps you to always -- or almost always -- maintain the benefits of sincerity. It also helps to make honest writings – and credible ads.