Good copywriting is not in the official account

This article collects many excellent copywritings that the author encounters in daily life. The article restores the real and effective copywriting methods with a large number of vivid examples, allowing readers to understand that the charm of copywriting is hidden in the daily life around them, and it is not just a copywriting work that adds icing on the cake. It is recommended for students who are interested in copywriting.

The copywriting "works" that we are familiar with in our daily lives either win awards at advertising festivals, shine in portfolios, or are counted and collected in some copywriting public accounts. But the real copywriting is not in these places, or strictly speaking, it does not live in those places.

The copywriting there is all made into specimens for people to appreciate, but the copywriting that is truly "alive" is the copywriting in life.

The following copywriting is what I have seen and photographed in daily life. Maybe not every sentence is brilliant, but every sentence is definitely worth watching. This alone has already beaten 99.5% of the copywriting works in the country.

01

Towed here and drove to the electric car repair shop

——An electric vehicle repair shop in Xinjiang

I remember this long store name after reading it once. The problem faced by users: dragging it here, solving the user's problem: driving it over. It has pain points, promises, vivid images, and forms a perfect closed loop.

Although they are both car repairmen, the bicycle repairman at Tsinghua University is much more artistic:

"For students at Tsinghua University, the basket is filled with knowledge, and the back seat is loaded with love. "

The books in the basket are knowledge, and the person on the back seat is love. This sentence makes a bicycle a sacred vehicle carrying knowledge and love, which is more precious than any luxury car (so it is reasonable for me to charge you a little more for repairs, right?)

02

Surpassing Mercedes in Mercedes

——Mercedes-Benz Car Press Conference

Why are some cars that are claimed to be the smartest still unable to stop?

——Volvo Cars Press Conference

The former is that instead of fighting with others, it is better to focus on yourself.

The latter is better off blaming competitors rather than focusing on their own internal affairs.

Everyone has their own way of playing, each with their own subtlety and cunning.

But Genesis is different:

Genesis is different from me.

This WeChat advertisement from Genesis has very interesting copy. Is it the same or different?

03

Some people accused Coco Tree of being indecent in its advertisement, so Coco Tree changed its advertisement. Some people accused Coco Tree of skirting the line in its live broadcast, so Coco Tree replaced the female model with a male model. Still, some people accused Coco Tree of being vulgar in its advertisement, so Coco Tree said: Coco Tree, I won’t stand it anymore!

The counterattack starts now, and the first move is a king bomb:

"Why are some people against the human body? What is there to be against? The people should see it."

"Some people are just surprised by what they have never seen before."

"Every time I go to Beijing, I check to see if the mural of a nude woman in the terminal of the Capital Airport is still there. If it is, I feel relieved."

Do you feel a sense of righteousness?

04

In terms of leveraging momentum, besides Coco Tree, there is also Mengniu:

The future depends on immunity

——Mengniu

This advertisement seen in the supermarket turns the words of Zhang Wenhong and Zhong Nanshan into Mengniu's testimony. It is hard not to be convinced by the statement that the future depends on immunity.

Zhong Nanshan: "I have been drinking milk since I was a child. Now I drink two cups a day to live longer. Sometimes I eat less, but I still drink milk because it is very nutritious."

Zhang Wenhong: "What is the best way, the best medicine now? I tell you to drink more water, drink more milk, eat more eggs, get more sleep, and don't go out and fool around."

"Adopt a Cow" stands on the shoulders of competitors' advertisements. Since the former have already talked about the benefits of drinking milk, if you are not used to drinking ordinary milk, you can drink our A2β casein pure milk.

If you are not used to drinking ordinary milk, drink A2β casein pure milk

As for what A2β casein pure milk is, it is not important. What is important is that it is not ordinary.

Nowadays, there are more and more such incomprehensible product concepts. The main purpose is to make you confused. By proposing a new standard, people will feel confused but powerful, and this purpose is achieved.

05

Not only the milk industry is competitive, the mobile phone industry is also competitive, and some focus on photography:

you say:

ZEISS Imaging Beyond Imagination

——VIVOX90

I said:

Day or night, near or far

——OPPO Find X6

He said:

Forget the moment of true Leica

——xiaomi 13

There are also performance-focused ones:

He said:

Every step further

——Honor Magic 4

He added:

Fast, strong, and flagship

——Redmi K60

These copywritings are very good. Not only are they clearly differentiated, they also have a strong sense of scene. Besides being concise and easy to understand, they are also very catchy and can be remembered after listening to them once. They are very suitable for dissemination. The copywriting, like the product, has reached the point where it can no longer be rolled up.

06

It's still rolling over there, but Airbnb is no longer in the service area here.

Not in service area.

——airbnb love to be welcomed

Escape from the city and sleep in the starry sky

A WeChat advertisement from Aibeiying, a copy that makes people feel relaxed. Do you still want to continue working after reading it?

If you are already not interested in going to work, just check the balance of your bank card. This can not only increase your enthusiasm for work, but also cool you down. After all, when your salary is gone, you will naturally cool down.

07

American Monday, nothing to do for the week

Is there any better excuse for your first cup of coffee on Monday?

Let’s add another lucky word for this working man’s coffee:

Tuesday Latte, a Week of Gratitude

Wednesday Mocha, no lag in writing

Thursday is a sad day, Australia is in trouble

Friday Kabu, run away early

08

Some people are at work, while others have gone camping. Here are some photos taken at the Mojito camping site:

Time sneaks into the slate

Counterclockwise rotation and jumping sound

Drink a cup of sunset filled with mountains and fields,

My mood goes with the wind.

That is the butterfly that comes back again and again

It was as if I had gained another life in the nothingness beyond the echo.

Those times scattered in the valley,

Day after day, silent joy.

Time sneaks into the stone slabs, and can even spin, jump, and make noises. I wonder if this vivid personification was also typed out by the copywriter while working overtime at his workstation?

I wonder if the line “Drink a cup of sunset filled with mountains and fields” was also written by a writer who often gets off work in the middle of the night and doesn’t see the sunset for half a year?

The real copywriting is in life, not in those copywriting public accounts.

Because that is where copywriting comes into play. They are used, disseminated, seen by real audiences, and are also fulfilling the true mission of copywriting: solving problems.

Author: Kuang Thirteen

Source: WeChat public account "Copywriting Free Shipping"