Sharing of classic copywriting sentences, which can be applied

Copywriting is an important part of product promotion. A good copywriting can achieve twice the result with half the effort. This article takes the copywriting that Qun Yushan wrote for Jiaoxia as the starting point to analyze the important role that classic sentence patterns play in copywriting. It is recommended for those who want to improve their copywriting skills.

Let me share a very good copywriting sentence pattern, which comes from "All the Suns" written by Qun Yushan for Jiaoxia.

Last month’s “Awakening of Insects” is still lingering in our ears. This month, the second part of Qunyushan’s “Lightweight Outdoor N Parts” “All the Suns” is again making people linger in their minds.

In order to let you go out and feel this beautiful spring, Jiaoxia and Qunyushan have really worked hard.

March is the Waking of Insects, April is like getting lost on the mountain top, and I am looking forward to what surprises May will bring us.

Different from the earth-shattering "The Awakening", "All the Suns" tells a crush (short, passionate and shy love) story: a boy and a girl wearing fashionable sun-protective clothing get lost outdoors, from estrangement to heartbeat and then to missed each other. At the end of the film, with the reunion of the two, the two sun-protective clothing gently floats into the sky, which is very fashionable and "lightweight".

As the saying goes, when you talk about sun protection clothing, you can't just talk about sun protection clothing, you have to talk about the people walking side by side in the sun, the bright spring light in people's eyes, and the heat and excitement that can't be hidden in the spring light...

There is a particularly good line in the film:

We wear sun-protective clothing not because we are afraid of the sun, but to embrace the sun.

Once this copy appeared, I may never be able to look at sun-protective clothing and the sun from any other perspective again.

First of all, it has a particularly good insight: people wear sun-protective clothing not to block out the sun. If that were the case, they would just stay indoors. People wear sun-protective clothing so they can go outdoors more safely, embrace the sun more freely, walk different paths, and meet different people.

Jiaoxia tells you that when you want to go out, you don’t need complicated equipment, firm determination, or challenge yourself or conquer nature. The so-called “lightweight outdoor” means that you can go out easily and come back home happily, easily breaking the barriers between you and nature, the sun, and others.

Secondly, it also has a particularly classic sentence structure

It's not... but...

To break an old idea and put forward a new one, if there is no previous breakthrough, the subsequent proposal will be a bit bland. In this way, you should first suppress and then promote, and then pull and then step on, and then present the second half of the sentence when you have enough energy, and the effect will be doubled.

For example, if I change the sentence structure to:

Everyone who wears sun-protective clothing does so to embrace the sun.

The meaning is still the same, but the effect is much weaker.

So, while insight is important, appropriate sentence structures are also essential.

Of course, there are various variations of this sentence structure, but the tension in the sentence structure remains unchanged.

for example:

• It's not... but...
• It's not...it's...
• No...just...
• No... is...
• "I don't want you to feel, I want me to feel"
• …

Subvert a common view and then propose a new view from a new angle, so that the attitude is clearer, the viewpoint is deeper, the selling point is more convincing, and the emotion is more moving, leaving a deep impression in people's hearts, making the brand and product unforgettable.

1. Make the attitude more distinct

There is no harm without contrast, because contrast makes everything vivid, whether it is the contrast between greatness and mediocrity or the prejudice between the two sexes. Only by breaking the old can the new be established, because the main purpose is to express attitudes, and there is no middle ground.

⊙ The antonym of greatness is not failure, but not trying.

Nike

⊙Gender is not the boundary, prejudice is.

——PROYA

⊙Being a mother does not mean being weak, abandoning it does.

——Pechoin Sanshenghua

2. Make your ideas more profound

Worldviews are often exclusive, so we must first remove one viewpoint and then put in another:

⊙It is not the adults who give children their childhood, but the children who accompany the adults to review their childhood.

——Little Red Book Camping

⊙It’s not the glory of one person, but the glory of the team.

——The game cover of "Honor of Kings"

⊙What defeats your dreams is not reality, but your desire for stability.

——WeChat Business Copywriter

3. Make the selling point more convincing

Why do you say the water you produce is pure natural?

⊙We don’t produce water, we are just nature’s porters.

——Nongfu Spring

Why did I buy such a small cabinet?

⊙Simplicity is not about less, but about having you.

——Mini Cabinet

Why does living here better match my identity?

⊙It ’s not a mountain, but it’s at the highest end of the city.

——Donggang Jiuyue

4. Make emotions more touching

Liquor ads love to appeal to emotions, because rationality tells you that alcohol is a bad thing. The alcohol sellers tell you: If you can't quit, we sell it here, and what we sell is not alcohol, but emotions. What emotions do you ask? They are all in the alcohol.

⊙It’s not that I can’t quit drinking, but that I can’t quit my friends.

——Jiang Xiaobai

⊙I’m not afraid of leaving, but I’m afraid of never coming back.

——Red Star Erguotou

This is just like a couple in their first love, afraid that you won't come, but also afraid that you will mess around. I don't want to get drunk, but I'm also afraid that you won't be able to seize the opportunity. I want to say something but I can't, so I have to find an excuse:

⊙I didn't mean to hold on to you tightly, but the pier was too crowded.

——Wuhan Lingbo Gate

In fact, after saying so much, the sentence structure is always just a form, just like the mooncake mold. A good mold can make the mooncake more unique, but whether it tastes good or not depends on the filling. The same is true for copywriting. A good sentence structure can make a sentence unique, but to become a good copywriting, it is more important to inject the connotation of the soul into it.

Author: Kuang Thirteen

Source: WeChat public account "Copywriting Free Shipping (ID: kol100)"