For all advertising creation, text is the basis for building all forms of content, is the source of living water, is the underlying facilities of all content.

Like a movie, it's the script that determines the best of the content, and the script is built from words, and so is advertising.

An advertisement is good or bad, in fact, in the production of the paper has been decided.

Come and talk to you today about how to write an ad copy and what skills you have in writing an ad copy:

Identify brand needs

When writing a brand document, the first thing we need to be clear about is to identify the needs of the brand, and to be clear about the needs of the brand we can start from the following points:

1, the core appeal

The core appeal of advertising, in other words, is the core selling point of the product and the core content that the brand wants to convey to the user.

What the brand wants to say, the paper is around this, and this is the core of the brand advertising will continue to strengthen. For example: Haifei silk's "dandruff", the taxi rack's "carrying hunger"...

2, brand tone

Then there's thinking about the tone of the brand, the image that the brand has long built in the user market, and the most intuitive feature vocabulary of the brand, which will be more acceptable to users. For example, NetEase cloud keywords: sensitity, heart, Nike keywords: blood, exercise and so on.

If the brand tone is biased, the style of the ad will make the user feel a little uncomfortable.If Nike becomes sad, the text becomes very bereavement, and NetEase Cloud every day like playing chicken blood, such a contrast will make people feel uncomfortable.

3, the target audience

The target audience is not talking about the brand's user market, but the target audience of the ad, which is the target audience that the ad is trying to reach.

To know that some brands of user distribution is very wide, such as Taobao, the user's living environment and young span are relatively large, so many times the target of advertising is actually only a small group of people, so we need to be local conditions. For example, Taobao's propaganda is "Tao, I like", but to the rural Taobao specifically for rural users, it became "life wants to be good, hurry on Taobao."

4, the purpose of dissemination

Finally, the purpose of this advertisement is to know that we usually divide the advertisement into: brand advertising and performance advertising. One is primarily to increase brand influence and the other is to directly boost product sales. Generally speaking, brand advertising is the use of high-quality content to impress users, so that users resonate and ultimately have a good feeling about the brand, the effect of advertising is through creative content and let the preferential promotion to enhance the user's desire to buy, directly into sales.

Brands need to choose different types of ads according to their needs.

Select the case type

After doing the preparatory work, the next step is the production of the content. If you want to make a paper, think clearly about the type of paper you need. In general, we divide the case types into three categories:

1, narrative type

Narrative-type case is a more common type of text, usually the tone of dialogue to communicate with the user, can be questionable, amusing, can also be heart-to-heart, sharp, straight poking pain point. Such a paper will appear relatively approachable, more easy for users to accept information. For example, Jiang Xiaobai:

2, story type

The second is story-based, given that people like to listen to the commonality of the story, story-based text is often more likely to arouse the user's sense of resonance, using the emotions revealed in the text to arouse the user's attention, participation and dissemination. The more classic is the Ant Gold dress:

The picture comes from the official website

3, special type

Special type of paper is through some creative turning or adaptation of the form of production to complete, such a text is generally a brain hole open, even do not see the end do not know that this is an advertisement. For example, the previously very hot Shen's "lychee-flavored kiss", and not long ago a friend circled the screen of the "divorce notice":

The picture comes from the official website

Commonly used case-writing techniques

Choose a good type of writing, you can start the creation of the text, and finally, the seven masters in telling you some tips in the creation, can make your writing like a force:

1, touch human nature

Whitman's Gold Ads point out that human needs can be summed up in eight basic desires: (1) to live, enjoy and live longer; (2) to enjoy food and drink; (3) to be free from fear, pain and danger; (4) to seek a sexual partner; (5) to pursue comfortable living conditions; (6) to compare with others; (7) to care for and protect the person they love; and (8) to gain social identity. These eight desires have created countless classic marketing cases, all of which are demand points that consumers are very concerned about. As long as the text perfectly reflects these wayative needs, it can be a good capture of the user's heart. For example:

BMW Classic Ads for SecondHand Cars:

You know you're not the first, but do you really care?

The picture comes from the official website

2, the brand advantage into user benefits

In the promotion of brand advantages can not simply introduce how professional, what kind of strength, but to their own brand advantages into the interests of users, is to tell users, we can help you do what.

For example, Sogou translation treasure advertising: as a product focused on solving the problem of language barriers in the user's outbound communication, Sogou translation treasure combined with Sogou neural network machine translation, speech recognition, image recognition and other technologies, support speech, image translation and other translation modes, providing Chinese, English, Japanese, Korean, Russian, German and other 18 languages to translate each other.... If you say this directly, the user will only feel unexplained and forget it in a blink of an eye.

So Sogou translation treasure will be a simple summary of the function of a sentence "sogou translation treasure press, travel around the world are not afraid" simple good memory, directly told the user their role.

The picture comes from the official website

3, add visual sense

Data is abstract for human beings, and human perception of abstract things is not strong, so the image of abstract things, in the user's brain to form a visual picture, can better help users understand.

For example, if you say the difference between 4G network and 3G and 2Gd, if you just say that the maximum download speed is xxMbps, it is difficult for users to understand, but if you change the way, it will become very intuitive:

The picture comes from the official website

4, the same amount of replacement

Most of the equivalent replacement is used in the user is not familiar with the product cognition, to help the user understand, and the product produces a clear positioning.

For example, when you introduce QQ to foreigners, many people don't quite understand its role, but it's easy to understand when you tell him directly that this is the Chinese version of MSN.

Once Xiaomi's new product launch, in the face of the German brand wiha made of high-end screwdriver sets, many people are not familiar with the wiha brand, the relative quality of the product is also a great question. However, Lei Jun at that time a "rolls-roy in a screwdriver" a hammer tone, through the equivalent replacement of the way, so that users instantly formed a clear positioning of the product.

The picture comes from the official website

In writing a text, as long as you can skillfully use the above three principles: clear brand appeal, choose the type of text, and use the appropriate creative skills, I believe you will also be able to create your own brush screen advertising!