I learned copywriting like crazy in "Kuangbiao"

Have you followed the recently popular "Kuaishou"? Not only is the plot interesting and the acting superb, but you can also learn some marketing-related content from it. The author of the following article examines "Kuaishou" from three dimensions. What are the three dimensions? Let's follow the author to find out.

The recently popular "Kuaishou" is really great to follow.

Not only is the plot interesting and the acting superb, but you can also learn some marketing-related content from it. Next, re-watch it from the three dimensions of copywriting, story and communication.

1. Copywriting lines

A closer look reveals that the dialogue in "Storm" is very sophisticated, incorporating many copywriting techniques.

There are metaphors.

The two conversations between Gao Qiqiang and Chen Tai are very impressive, vividly depicting the positions and situations of the two people on a tea table.

The first time, Chen Tai used a tea pet golden toad to knock Gao Qiqiang:

The golden toad is a symbol of wealth. Do you think it has brought wealth? It only knows how to yell all day long and has no real skills. What can I do to replace it with a cow or a horse that is down-to-earth and willing to work hard?

The second time, Gao Qiqiang responded to Chen Tai with a new tea pet:

The tea pet you mentioned before

You look at it

Obstruction, no money

First, the previous one was too small.

Change to a bigger one

The second reason

The master said you put it in the wrong position

As long as you put it in the right position

Ensure your second half of life is prosperous

On the surface, they are talking about tea pets, but in reality, they are talking about business. This round is really wonderful, using metaphors to describe the bloody storm in business. There is crowd insight. In this conversation between An Xin and Li Xiang, this copy hits the heart directly, and it accurately restores social phenomena and inner states.

The pain is that you watch less and you get used to it after watching more.

If you get used to it and it doesn't hurt anymore, then you're numb, right?

Numbness is not necessarily a bad thing.

Numbness is not a good thing.

It's not good, but you need it

After seeing the injustice in society, many people may become numb, their hearts slowly become cold, and they gradually lose their feelings. This is a common phenomenon, and also a kind of helplessness of the public. There is also a sense of humor. How to create a sense of humor? The same meaning can be expressed in a different image. When An Xin was sad after seeing the suffering, Li Xiang described him like this:

You should be the wedding master of ceremonies.

Witness happy moments every day

2. Character Story

Some brands become popular because of a slogan, while others become memorable because of a brand story. In "Kuang Bi", Gao Qiqiang has been telling a story about "pig's trotter noodles": "When I was a child, my family had no money, so we split one dollar into two. I bought a bowl of pig's trotter noodles. My sister ate the pig's trotter, my brother ate the noodles, and I drank the soup."

This story is very simple, but it portrays Gao Qiqiang's emphasis on family affection very well, making this character more three-dimensional and more flesh and blood. Moreover, this story also has a good symbolic memory point. The characters, relationships, and emotions included in this story are all condensed in a bowl of "pig's trotter noodles". When "pig's trotter noodles" are mentioned, the brotherly love in Gao Qiqiang is exuded. It is worth mentioning that the clip in "The Storm" where Gao Qiqiang eats the most in the first half is "pig's trotter noodles", which constantly deepens the character's family affection. It can be seen that to tell a good story, one principle is always maintained, that is, simple, repetitive, and memorable. There are many such character stories in real life. For example, Chu Orange is a classic case. It is not only an orange brand, but also an ups and downs inspirational representative.

3. Brand Communication

The reason why this drama is so popular is not only because of its good content, but also because it has found a good way to spread the word. It does not use the plot of "The King's Avatar", but chooses a relatively light-hearted topic related to daily life to spread on social media - fashion style.

Chen Shuting in the play is simply a walking fashion queen. Her strong aura makes her jump out of the screen and become the "sister-in-law" in the circle of friends. Under the transformation of the sister-in-law, Gao Qiqiang also changed from a rustic to a refined big brother. The contrast between the outfits of those with and without wives has also become a topic of conversation among the audience. Following the line of communication of outfits, many characters in the play "Kuang Bi" have begun to become topics of discussion. It has to be said that the props team in the play understands outfits, and the publicity and promotion outside the play understands communication, and uses the most familiar and daily outfits to connect with the audience.

No matter what form the communication takes, it always abides by a basic principle, that is, "relevance". The content of the communication must be closely related to the readers. The more relevant it is, the easier it is to spread. —A brand can get good reviews from the public, just like a drama gets high scores. It relies on its own product strength and content strength, as well as some external communication power. From the inside out, so "Kuang Bi" can soar in the public's word of mouth.

Author: Black Little Finger

WeChat public account: Shock Copywriter