Learn to "borrow" to make your copywriting more outstanding!

Copywriting is the soul of brand marketing. How to write contagious, creative and unique copywriting? This article summarizes eight tips to help you improve your copywriting skills.

In today’s world where content is paramount, all brand actions are marketing, especially the communication capabilities demonstrated by copywriting. Many brands expect their copywriting teams to continue to produce infectious copywriting, which may be deeply touching, witty, or imaginative...

Creativity is the soul of copywriting, and unique creativity can always make brand content eye-catching. Personalization is the key point for copywriting to match brand image. Those personalized expressions/copywriting can always cleverly convey the brand's values, product features and selling points.

With the addition of personalization and creativity, it can naturally attract users' attention and increase the interactivity between the brand and consumers. At the same time, it transforms the copy into an asset for brand communication, helps brand communication, and makes the brand marketing more layered.

How to write copywriting? Mr. Bingfa has summarized 8 copywriting skills, I hope it will be helpful to you.

1. Learn from famous teachers’ quotes to make your expression more vivid

Learn to learn from others, and you will find that writing copy seems to be a matter of the moment when inspiration strikes.

The products, characteristics, selling points, etc. outlined in the copy all connect them to the mundane world, giving the copy warmth, connotation, and imagination, while borrowing from famous teachers' quotes to make the copy more intimate.

"In this life, the only people who can get up from the bed in the middle of the night to pour water and cook for you, besides your mother, are the ones who love you deeply. The most important thing in life is to have a full meal and be loved. What you want in life is warmth and a good person. What you love in life is protection and companionship."

Liang Xiaosheng's "The World"

This is a passage from Mr. Liang Xiaosheng's "The World", which vividly describes family affection, love and a person's lifelong pursuit, making the whole content full of warmth and life breath.

The oath that went viral on Xiaohongshu not long ago borrowed from this passage in a sentence, simplifying the expression of "what I want in my life" to "what I want in my life is love and freedom, you and tenderness", showing the warmth of the product and making the copy more vivid.

In the poem "Time Was Slow Back Then", the poet Mu Xin clearly stated about love: " The days used to be slower, cars, horses, and mail were all slower, and a lifetime was only enough to love one person" , writing a lifetime of love in a romantic and incomparable beauty.

When expressing the "love" inherent in the brand itself, Givenchy constructed a new structure and space for copywriting by changing conjunctions, "Do only one thing in your life, love only one person in your life, don't say that the world is not worth it, I love you, you can do whatever you want" , making the abstract expression of love and doing things more concrete and poetic.

2. Double entendre enhances the charm of copywriting

Pun is a common technique in brand copywriting. Its purpose is to use simpler expressions to create a richer and more three-dimensional atmosphere, making short and easy-to-remember copy full of fun and thinking space. In addition to triggering public resonance, it also makes the advertising copy more attractive and expressive.

For example, Lenovo’s slogan “What will happen to the world if humans lose Lenovo” , triggers public thinking by questioning the fate of Lenovo.

At the same time, this advertising copy not only incorporates the brand name "Lenovo", but also conveys the importance and influence of the Lenovo brand in the history of human development and in the world, allowing consumers to have a deeper understanding of the Lenovo brand, while highlighting the brand's popularity and influence, making the copy more meaningful.

3. Personification activates the vitality of copywriting

The personification of copywriting obviously adds humanistic feelings and warmth to the content, and can also inspire new vitality in the copywriting itself, making the entire expression more approachable. It can be said that every sentence of anthropomorphic copywriting is extremely approachable and full of vitality.

For example, in Huawei's slogans such as "Salute the future, Huawei is with you" and "Huawei, making wisdom within reach" , the Huawei brand is endowed with human characteristics, able to accompany consumers, move forward and grow with them, and provide consumers with a better technological life experience.

This anthropomorphic expression method achieves zero-distance communication between the brand and the audience.

This type of copywriting can be found everywhere. Each sentence seems to be the same, but has irreplaceable highlights, such as Nestle's slogan "Nestle, let your coffee have its own partner ", Disney's slogan "Let your childhood have its own magic" , L'Oreal's slogan "Let your skin have its own guardian angel" , etc. These similar copywritings, when linked to the brand, each sentence highlights a different temperament and tone, full of fantastic emotional warmth.

4. Find reference objects for analogy and express them more concretely

Finding reference objects for analogy is actually comparing one thing with another, using a more vivid way to help consumers better understand the nature and characteristics of things, making the product's selling points more concrete.

For example, the copy of the Levi's brand is "Simplicity is not simple, quality is around you" . The simplicity of the product's external image is visible, but the complexity of its quality is invisible.

The copy first emphasizes the brand's simple style, but not simple, which indicates the brand's excellence in various aspects such as quality and product connotation, making the brand's high-quality image more three-dimensional.

5. Continue to repeat and increase the strength of the copy

Repeated content can, to a certain extent, serve to emphasize the content and create a dramatic effect between the previous and next sentences, or it can also make the text have the opposite meaning, making it very interesting.

When talking about the art of repetition, we have to talk about Shi Yuzhu's Melatonin advertisement, which made full use of the art of repetition to make the product famous all over the country and also made its marketing a highlight in the marketing circle. "I will not accept any gifts during the holidays this year, and I will only accept Melatonin" was repeated many times, which successfully attracted the attention of users. At the same time, in the process of repetition, it emphasized that more people are willing to receive Melatonin during the holidays, and cleverly solved the problem of what to choose as a gift for the holidays. At the same time, it implied the high quality of Melatonin products and was also the best choice for people to give gifts.

The following year, Melatonin used the slogan “I won’t accept any gifts this year, but if I do, I’ll accept Melatonin” to reinforce consumers’ willingness to receive gifts, turning Melatonin from a best-seller into a sustained best-seller.

6. Reverse thinking, cleverly highlight the characteristics of the product

Saying the opposite of what you mean, or going against the mainstream, breaks through the public's habitual thinking and produces a refreshing effect.

For example, the brand’s slogan “Don’t be the first, just be the only one” goes against the trend and tells more consumers that the brand does not strive to be the “first” but wants to be the “only one”, implying the uniqueness of the brand.

For example, a certain brand’s slogan “Don’t ask me if it’s good, everyone says it’s good anyway” uses counter-mainstream thinking. In the eyes of the public, everyone wants to ask “Is a certain product good?”, but in the context of the brand it says “don’t ask” because “everyone says it’s good”, which cleverly highlights the product’s good reputation.

7. Break down words and open up a new world of copywriting

Breaking down words is an art. It can break down brand names or words that are familiar to the public, opening up a new world of content, mood and atmosphere.

For example, Coca-Cola broke down its brand name and its slogan "Enjoy the delicious taste and have fun in it" cleverly used the key words "coca-cola" and "fun" in the brand name. It not only expresses the delicious taste of Coca-Cola products, but also conveys the pleasant experience after drinking Coke, allowing consumers to get happiness and satisfaction in taste experience and soul.

Volvo's slogan "Don't rush, feel the road" uses homophonic puns to break down the word "rush" and make the expression of feeling the road more emotional and appealing.

8. Use puns to make the content more interesting

In addition, the puns that have been played out may seem like marketing that is ridiculed, but they can still produce multiple "pun" effects. For example, Coca-Cola's Dragon Year slogan "Coca-Cola, let us be together for the New Year" makes full use of the puns. For the copy itself, the first meaning is the literal meaning, that is, "Nian" means the New Year, and the second meaning is the new meaning brought by the homophony, "Nian" means the New Year, when the brand brings the family together, which has a "sticky" effect. At the same time, the pun copy that has been played out by the public can also add laughs to the entire content and achieve effective marketing.

Therefore, if you don’t know where to start when writing copy, maybe you can read more famous works by famous authors and read a lot of books, so that you can have " ravines in your heart and the world in your belly " . Then you will naturally be able to speak eloquently and express yourself more smoothly. You can also give the copywriting different ideas and inspirations, making the copy you write more outstanding.

Author: Mr. Bingfa WeChat public account: Marketing Bingfa