One sentence is worth ten thousand words: words, words and topics

There are many types of copywriting when a brand is marketing, and which one to choose depends on the purpose you want to achieve. Does your brand, or the brand you serve, have a copywriting that is worth ten thousand words? Is it a word, a rhetoric, or a topic?

The best copywriting is the sentence spoken after fully understanding the brand and the market. That sentence is an advertising slogan, a spoken language, and is highly condensed. Internally, it can unify brand awareness and let everyone on the team know what the brand’s temperament is like, maintaining a consistent tone from R&D and design to brand promotion. Externally, it can reduce marketing costs, allow customers or audiences to understand the brand spirit in seconds, or form clear purchasing instructions, which will spread by word of mouth.

I have come into contact with some brands, some of which have good performance, but they have never found that sentence. When you chat with everyone in the team, it is like a blind man touching an elephant. Some say it is a wall, some say it is a pillar. Everyone’s understanding is different. You can imagine the team’s efficiency.

Although they are all very important words that are worth ten thousand words, there are differences between them. I divide them into discourse, rhetoric, and topics.

The first is discourse

This is the most powerful copywriter at the top of the pyramid. The copywriter among the copywriters. A copywriter who can make a living by writing one sentence.

It is not only the soul of the brand, but also a catchphrase that countless people often say and a motto written in the signature of their social accounts. It is full of positive energy, exposing negative habits such as laziness, cowardice, and inferiority, fighting against the dark side of human nature, splitting the darkness and letting the light in.

When you are afraid of being rejected and hesitate for a long time to confess your love to your girlfriend, when you are looking for a job and worry that you will not be able to catch the eyes of the interviewer, when you are repeatedly considering whether to participate in this bidding... Nike's Just do it will give you courage. Don't think too much, just do it! It is not only a great sportsmanship, but also a wisdom to face life.

I see that many people’s social media account signatures contain Keep’s “Self-discipline gives me freedom”; colleagues in the office half-jokingly and half-seriously say L’Oreal’s “You deserve it”.

I recently saw Septwolves change its advertising slogan, which reminded me of the popular phrase it created when I was in primary school: "Men should be a little harder on themselves." A few friends were standing on the stairs and jumping down. There was a fat boy who didn't dare to jump, so we encouraged him: "Men should be a little harder on themselves!" He jumped down with a wolf howl.

Discourse is the strategic copywriting of a brand. It has gone beyond the scope of selling or marketing, and also beyond the industry in which the brand itself is located. It has penetrated into every aspect of people’s lives, inspiring people to still love this fucking life after seeing the truth of life.

The second is speech

Sales talk is a technique to package reasons for purchase.

This kind of copywriting is also very powerful. Although it will not become people's catchphrases or mottos, it is very good at "selling goods". Although it is also spoken language, it is more of a "sales talk". This sentence is like a great salesman. It is difficult for a salesman to become a confidant in people's lives. People will only think of it when they encounter corresponding consumption scenarios.

For example, if you are afraid of getting a sore throat, you can drink Wanglaoji. If you are afraid of getting a sore throat after eating hot pot or staying up late, then have a bottle.

For example, when you are tired and sleepy, you drink Dongpeng Special Drink (in the past, people drank Red Bull when they were tired and sleepy, but Red Bull voluntarily gave up this billion-level copywriting). When you are tired while driving or working overtime, you will want to have a bottle of drink. This is only related to the body and will not touch the soul like "words".

Even if it says “If you have any questions, go to Zhihu”, it will only solve the problem in front of you, but will not guide the direction of your soul.

Such rhetoric can make the sales data look very good, but technique is always technique. It can build an excellent company and an outstanding brand, but it is difficult to build a great brand.

The third is topic

There are some brands that have neither a super slogan nor any decent big ideas or big advertisements, but they are very successful in marketing. Both their brand influence and product sales are at the level of top-tier brands.

It would check in on the hot search list every now and then, its "topics" were endless, and everyone enjoyed talking about its various "topics".

Take Luckin Coffee for example. Many people don’t know its official advertising slogan, but that doesn’t prevent it from becoming a de facto national brand. From its early slogans such as “Starbucks alternative”, “national pride”, “cheating Americans”, and “9.9 for a drink”, to last year’s “Soy Sauce Latte”, “Young people’s first cup of Moutai”, and the recent “The same style as Liu Yifei”… no matter whether it is self-created topics or leveraged topics, all of its brand copywriting is hot topics and has the ability to be searched hotly.

For example, Tesla has almost never advertised, let alone had an advertising slogan, but it is also a hot topic. Every move can stir the nerves of the media and netizens, from "sending Tesla into space" to "CEO wives picking up cars in groups" when it entered China, and later "blue license plate complainers", "Tesla's price has dropped again", "sales champion"...

For example, Xiaomi Motors, which has the most successful marketing this year, has been the hottest search topic since Lei Jun announced that he would "fight for Xiaomi Motors" until Xiaomi Motors went public, such as "Porsche Mi", "The best car under 500,000 yuan", "SU7 official release", and especially the topics surrounding Lei Jun himself, such as "Lei means electricity, Jun means car", "Lei Jun, where is my car", "Lei Zi is still the god of thunder"...

Brands with the ability to write topical copywriting are enviable. A hot search topic can have 10,000 sentences of copywriting. Although each topic flashes by like a meteor, brands have the ability to continuously create stars and even have the ability to produce meteor showers. They are the kings of the traffic era.

Does your brand, or the brand you serve, have a copy that is worth ten thousand words? Is it a word, a rhetoric, or a topic?

Author: Chen Wuyong; Source public account: Chen Wuyong (ID: 1087819)