9 categories and 5 templates of advertising copywriting. You will no longer worry about writing advertisements after reading this

The purpose of advertising is to serve the product and to assist sales. The core is to convey the question of why to buy your product. This article explains the routine of writing advertisements, nine categories, five templates, and the methodology of writing advertising copy. The cases are substantial and the descriptions are vivid. It is worth reading. It is recommended for those who are interested in copywriting planning or marketing promotion.

First, assuming that consumers like watching ads is the biggest misunderstanding of consumers.

Secondly, if your lifelong pursuit is to create an advertisement that consumers like, then change your career as soon as possible.

Third, what is important is the insight into consumers, that is, the information insight between products and demands.

Advertising is first of all a cost issue, secondly a communication efficiency issue, and thirdly a duplication issue. Why is it a cost issue? Because advertising is expensive. A full page is different from a half page, a front page is different from a non-front page, and 15 seconds is different from 5 seconds. Because there are costs, we must pay attention to efficiency and pursue efficiency. Furthermore, a single time is inefficient. The secret of efficiency lies in the effect, and the effect lies in repetition.

For example, if you use 3-second units for a 15-second ad, it can be played 5 times, and if you use 5-second units, it can be played 3 times. This is an efficiency issue. Finally, it is a repetition issue. Without repetition, there is no memory and cognition. Forgetting is the nature of consumers.

The key to making good advertising is insight. That is, insight into the information between products and needs. In other words, the purpose of advertising is to serve products and assist sales. The core is to convey the question of why people should buy from you:

1. Information should be simple. It is not a question of how many words there are, but the purity and singleness of the information.
2. Ads contain product information that consumers know and care about, and help them make purchasing decisions faster.
3. Structural language, colloquial expression

01 Nine categories

1. The key is to

• If you want good skin, use Dabao morning and night (Johnson & Johnson acquired Dabao for 2.3 billion yuan in 2008)
• If you want to learn the best technology, go to Lanxiang in Shandong, China
• If you want to learn English well, go to iBest
• If you want to be particular about rice, eat Lao Niangjiu

2. Noun, verb

• Just search Baidu and you will know
• Didi, set off immediately
• Get started right away

3. Discover the mother and create anxiety

• If you are afraid of getting angry, drink Wanglaoji

4. Taste

• Nescafé: Tastes great
• Master Kang's braised beef noodles, this is the taste
• Nongfu Spring, a little sweet

5. Emotion

• Once Remy Martin opens, good things will come naturally
• Happy family, Jinliufu

6. Craftsmanship

• Wujiang mustard tuber, washed and squeezed three times
• Robust, 27-layer purification
• Just sunbathe here for 180 days

7. Competitiveness

• Yunnan Baiyao Band-Aid, with medicine you can get better faster
• No middlemen to make a profit
• 7UP, not Coke

8. Use existing spoken language and dialects

• There must be a road before the car reaches the mountain, and there must be a Toyota car on the road
• Six stars, one shot will last for half a year

9. Performance Drama

• 5 minutes of charging, 2 hours of talk time
• One kilowatt-hour of electricity per night, Midea's full DC inverter air conditioner

02 Every phenomenon is its essence, 5 advertising slogans

1. Demand + verb + brand name

Even though we emphasize the value of the brand, we still need to be aware that consumers are more concerned about the demand itself and their own unsatisfied state. Therefore, the starting point of an advertising slogan is not the brand, but the demand; not the product, but the pain point, but the foothold must be the brand.

• To put it in the language of the Internet: demand is the traffic entrance, and brands undertake the traffic.
• Consumers often focus on themselves first, and unmet needs are the door to their minds.
• Insight into demand is the starting point of advertising slogans, and key verbs are the back-up moves.

The slogan begins with the state of a certain unmet need of consumers, the middle part is the way to open the product, and the end is the brand name. That is: afraid of getting angry + drink + Wanglaoji. The finishing touch is the description of the need. If the fear of getting angry is changed to getting rid of anger or preventing getting angry, the potential population coverage will be at least 100 times smaller.

• Security needs are basic human needs
• The way to stimulate demand is to amplify fear 100 times

2. Occupy the scene and provide solutions

What is a scene? Time, place, person, event? A scene is the embodiment and specificity of a need.

"Giving gifts" is a typical scenario. When it comes to "giving gifts", people naturally think of festivals, requests, first meetings, friends and relatives, large and small bags, and smiling faces. At this time, there is no need to repeatedly ask about the needs. What consumers need is a reason for choosing and a solution.

• In the "Giving Gifts" screen, the four elements of time, place, person, and event are all present.
• Occupying the scene is to provide consumers with a solution

In specific scenarios, the needs have become clear. What is needed is a solution, either a product or a service. There are countless specific and specific scenarios in life. Discover the scenarios, occupy the scenarios, and provide solutions - scenarios are the most direct way to awaken needs.

Speaking of noble people, Shangjin Moutai has an interesting story:

The original proposal was " Drink Golden Moutai when you come" . When these seven words were put in front of Boss Wu, he said: Very good. Changing "drink" to "serve" would be even better . The difference of one word (drink, serve) makes the whole feeling different.

Afterwards, the internal project team of the company concluded: In fact, any boss who can become big has a strong sense of words. From "drink" to "go up", the difference of one word is the dimension and granularity of physical perception.

3. Nouns become verbs, occupying the root

Business competition is a battle of categories and characteristic words. The essence of advertising slogans is to occupy category words and characteristic words. All routine forms and creative expressions must conform to the essence of the content. The essence is: occupy the root of the business. Head & Shoulders occupies the root of dandruff removal, Baidu occupies the search, and Didi occupies the travel.

• Consumers’ needs are met by the category attributes and characteristic benefits behind the product.
• The progressive relationship between demand, category and characteristics is the inherent logic of advertising slogans

4. Competitive Substitution

The first question in business is where do your customers come from? They come from competitors. The purpose of competitive advertising is to convert competitors' consumers to mine. This type of advertising should give consumers clear reasons for conversion, which are functions, benefits, and value points that competitors' products do not have; they are substitutes and replacements for similar products.

In the past, people said that the old would not go away before the new would come. Now, the new will not come and the old will not go away - innovation makes sense.

The earliest advertisement for Cordyceps sinensis claimed: chewing seven cordyceps is not as good as holding one in your mouth. The emphasis is on higher, faster, and stronger. However, the "more" is still competing in one dimension. Changing it to eating it in your mouth makes it the same. Competition in different dimensions is often more efficient. It implies that the competitors' eating methods are old, outdated, and outdated. Now starting to eat it in your mouth, innovation makes sense.

5. Dramatic expression of function, benefit and craftsmanship

Pick out a certain point in the product's raw materials, materials, production, technology, and process, and magnify it in a dramatic way. The reason for using a dramatic approach is to maximize the signal and attract the attention of consumers. However, this kind of dramatic expression of the product's functions, benefits, and technology should pay attention to a key issue: ultimately it must fall on the characteristic that the product is going to occupy.

For example: just sunbathe here, the core of sunbathing for 180 days is to occupy freshness, rather than just staying at 180 degrees; charge for 5 minutes, talk for 1 hour, the transmission is behind the fast charging; 27 layers of purification, behind it is the purity of pure water.

Author: Houshan Keju; Official Account: New Consumer Brand Research Society (id: PDD6977)