18 Kinds Of Wu Yi In Advertising Copywriting

It may be a professional habit. Every time you read "special newspaper", "Nandu", "evening news" and "Jing Bao", they are very aware of some copy of health care products, and they also like to analyze and summarize them.

The specific contents can be broken down into 18 parts:

1. Newspapers and copywriters are divided into two categories:

First, daily copywriting, almost every week has 2 to 3 exposure rate; for example, "sunflower stomach Kang Ling", "Yang Sheng Tang" vitamin E "and" slow swallow Shu Ning ", this kind of copywriting focuses on appealing to the crowd, symptoms, curative effect and so on; second, activity copy, such newspapers only produce products to do activities before they are reported, so the copywriting is mainly for buying gifts and activities.

2, look for a good "head".

Both daily copywriters and copywriters need a way to convince consumers.

A good activity can reduce the distance between products and consumers and increase more trust.

3. The creation of the title:

The following is explained in detail.

Here are a few more principles to add: (1) the large scale does not exceed 10 words, and the effect is best within 8 words; (2) the key words in the title should be creative so as to be easy to attract; (3) small targets should pay attention to subdividing the target audience, asking for product effects, describing the hot sales scenes, and adjusting the repeat purchase.

4, "tofu block" layout:

The advertising headlines attract readers, and the next step is to let readers continue to read the content. At the same time, readers can not feel the "class" of the content.

Therefore, in the copy, try to use "tofu block" style of writing.

There are more than a few subheadings, with 240 words below each subtitle, which do not seem tired and have a good visual effect.

5, the effect contrast:

Without contrast, there will be no good results.

Therefore, in the writing of copywriting, we must describe the effect before and after using the product in detail, and use the contrast method to highlight the characteristics of the product.

Of course, in the description process, we must pay attention to the skill, and the description which is applied mechanically will make the readers feel "false".

6, picture contrast:

In a newspaper, a copybook with missing pictures is a failed copy.

If the manufacturer talks more, consumers will still decide whether to buy or not according to their own judgement.

Through the picture contrast, we will explain the function of the product so that consumers can see what it looks like before using the product and what it looks like after using the product.

By contrast, it is easy for consumers to realize that the product is effective.

Of course, there are other functions of the picture, such as attracting the attention effectively, diluting the newspaper's broad text, increasing reading interest and so on.

7, avoid sensitive words:

This point must be paid enough attention to in the operation of health care products. A little carelessness will cause business, quality inspection, health departments and other relevant departments.

Because a slight carelessness in the wording of a copy will violate the advertising law and the guidance on advertising for health care products.

There is only one way to solve the problem.

Such as health products can not appeal for efficacy; can not talk about "cure", can not talk about "course of treatment" and so on.

But Chinese language is very rich, so it can be clearer to change words.

If we do not say "course of treatment", "cycle"; do not say "curative effect" and "effect"; do not talk about "cure" to talk about "solving"; do not say "cure", "rehabilitation" and so on.

8, appropriate use of figures:

Practice shows that the use of numbers in a health record is more persuasive and easy to attract eyeballs.

For example, "5 types of people need oxygen", "7200 boxes of eye treasure" emergency "airlift Xi'an" {page_break}

9. Product mechanism:

In a general report, the mechanism of products is essential.

Product mechanism is the core basis of curative effect, and the function of mechanism is to tell readers why the product is effective.

It can fundamentally solve consumers' queries.

Especially for new products, we must talk about it every time.

10, time limit:

The more you can't get, the more people will treasure, and no one wants to give away the product.

Therefore, it is necessary to reflect the time and quantity of activities in copywriting.

There is no chance of missing this opportunity.

In this way, consumers have a sense of urgency, and the probability of sales is greatly enhanced.

11, effect quantification:

What does this mean? It is to give consumers a hope of recovery.

For example, what effect can be achieved by using 1 cycles; what effect can be achieved by using 2 to 3 cycles; what effect can be achieved by using 4 to 6 cycles.

So the consumer will have a bottom and dare to buy it.

Because through this he can see the hope of recovery.

12, testimony appeal:

In 2006, the new "health care products advertising management opinions" clearly pointed out that the direct use of cases and patient testimonial advertising appeals were not allowed.

At this time, we can use the power of the third party to solve it in the form of interview.

Not only does the effect decrease, it strengthens.

13, authority appeal:

The time when Wang Po sells melon and sells her own praises is over. The product features and advantages are never heard.

With the help of some authoritative organizations, scholars, professors, academicians and other experts, it is more credible for consumers to say what products want to say, and consumers are more likely to believe it.

14, language is close to life:

The language in the copy must be popularized and popularized.

If copywriting language can not communicate effectively with consumers, the advertising effect will be greatly reduced, so the language must be close to life.

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15. Scope of application:

That is to say, products are suitable for those people.

You can use the scientific name or the symptom description.

Because some people know what kind of disease they have, and some people do not know.

Through symptom description, patients will be seated and buy.

16, product packaging:

Product packaging must appear in the newspaper, because this gives consumers a very vivid impression.

When consumers purchase products terminal, they are easy to distinguish.

If there is no product packaging, consumers do not know what the product looks like, and the effect of advertising communication will be very poor.

17, telephone and address:

The hotline is convenient for purchase and consultation while collecting customer lists and doing database marketing.

Addresses have two functions, one is to bring convenience to consumers, the other is to prove that products are selling well.

18, typography and Design:

The final result is two pieces, one is the copy level, the other is the typesetting design.

Good typesetting design enables the whole text to jump out of numerous newspaper contents and be concerned by consumers.

The form of typesetting is "soft and hard", "left soft right hard", "plate type", "Eight Diagrams" and so on.

The specific situation depends on product attributes.

There is a lot of content, but copywriting is a technical activity.

Some of the above conclusions are not explained by the case. They are only a large principle, and they will be clearer through specific instructions.