To write a copy, learn the key trick first

This article introduces a specific suggestion for writing copy - creating a visual sense in the copy, and the author details three methods to create a visual sense in the copy, which is helpful for those who want to learn how to write copy.

Recently a friend asked me how to improve copywriting skills?

This is a very general question, and the answer is always, watch more, learn more, and practice more.

But if you want to improve the expressiveness of your copy and increase its appeal to readers in a short period of time, then I have a very specific suggestion - create a visual sense in the copy.

In this way, your copy will no longer be so dry and boring, and can allow readers to enter an immersive imagination.

Here is a simple example:

For example, you can't tell someone "I want to sleep with you", instead you should say "I want you to be the first person I see when I wake up in the morning."

The same message, the former is crude, the latter is full of beautiful imagination.

So, how do you write a copy that has a sense of picture? You can try to start from these directions.

1. Turn adjectives into nouns

Adjectives can only describe the general form of things.

A noun is a concrete thing. It can serve as a reference to help readers better perceive and understand the message.

"This dress is very worn out."

"This dress is covered with patches."

Obviously, the latter description is more vivid, and patches can trigger people's images more than shabby.

For this reason, when writing Orange copy, I might playfully write:

How ripe are the oranges?

Very sweet.

But if you try to transform adjectives into nouns and replace "sweet" with other specific things, perhaps the effect will be more amazing.

Chu Cheng's copywriter demonstrated it to us, and it was described like this:

When oranges are ripe,

The package becomes candy.

When writing product copy, you can do a check and try to replace the adjectives with noun expressions.

2. Use more metaphors

This can be understood as extracting a certain characteristic of things through a metaphorical transformation.

You don't have to talk about how difficult starting a business is.

You could say, “Starting a business is like jumping off a cliff and assembling the plane on the way down.”

From this metaphor, readers can clearly feel the life-and-death struggles of starting a business.

Therefore, when writing about the selling points of a product, you can also find things that have something in common with it and connect the two together in a figurative way.

For example, when writing a copy for an air purifier to emphasize its purification effect, most people would write:

99.9% removal rate,

Make the air fresh.

Maybe you can change the expression and find something that makes the air fresh. Then the idea of ​​the copywriting will be like this:

With it,

It's like moving your home into nature.

In fact, in daily life, you can develop such a habit and use the expression "just like..." more often to exercise your associative thinking.

When you want to emphasize that something is painful, you can say: It’s like an alarm clock in the morning.

To express that something is cheerful, you can write: It's like a Friday afternoon.

3. Enter the specific scene

Don't just describe the facts, put them into a specific context.

Let me tell you a classic story:

The poet Byron saw a blind man write on a sign: "Blind since childhood, begging on the street."

But the broken box in his hand was empty. So Byron wrote a sentence on his sign: "Spring is coming, but I can't see it."

Soon, passers-by began to donate generously.

When we are writing copy, we can enter the consumer's usage scenario and present what they may gain or lose as a result.

For example, when writing real estate copy, don’t always describe the house itself, but only emphasize the advantages of the location:

Standing above the prosperity, located in the center of the city.

We can look at it from another angle: what kind of beautiful scenarios may appear in consumers’ minds after they own a house?

On the way home from get off work, you drag your tired body, but when you look up, you see the lights in the house are on, and your body and mind are instantly healed.

This classic copy by Vanke depicts this scene very well, allowing people to clearly feel the warm picture of home.

The warmest light must be on your way home.

If you want to write about wine, don’t write about its craft, write about a person’s weekend…

If you want to write about headphones, don't write about its parameters, it should be a noisy carriage...

Bring the product into the most common scenarios for consumers, and then describe it as specifically as possible. The more details, the clearer the picture.
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Many copywriting skills can be learned once you hear them, but become useless once you write them down.

This describes most people. My personal suggestion is to master one move first and practice it to perfection.

Truly turn the pen in your hand into a paintbrush, so that every line of copy is full of visual appeal.

Although there is still a long way to go to become a master of copywriting, at least I am on the road step by step.
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Author: Black Little Finger

Source: WeChat public account "Shock Copywriter (ID: SHOCKCW)"