Copywriting Appreciation: Feng Tingyu's Knees

Copywriting can sometimes explain everything directly. A good copywriting can directly express the core competitive point of the product. The author of the following article analyzes the characteristics of copywriting for us. Let's take a look.

Feng Tingyu is the stage name of a copywriter, and he writes real estate copy most of the time.

As he became more senior, he gradually leaned towards the strategic side, often extracting the longitude and latitude of writing headlines from target insights.

We have sent him many cases. Just like he failed many times in proposing to clients, he is not afraid of being scolded here. He may think that it is unreasonable that the performance he worked so hard on is tarnished in front of a client.

This is the first model in his series. We won’t discuss the art here. Why is the copywriter written like this?

This title directly mentions the target customers' monthly income. They don't earn much, and they certainly don't save much either, but those who have just-in-time needs still have their aspirations. So Feng Tingyu wants these people to see that there is a good place here that matches your income or is within easy reach, because it says below: "A spiritual vacation not far from you."

Because Feng Tingyu did not write a copy but a strategic appeal, therefore, analyzing it based on the beauty of the sentences is not our focus here.

Obviously, the target of this advertisement seems to be people nearby, and they tend to be young. Otherwise, the strategy and copywriting would not make sense. Because if people fly from far away and don’t have much money, why would they come here? Just to catch the wind? Besides, if they don’t buy some property and leave, why would the client make this advertisement?

However, if the person is someone nearby and needs it, does he need such a spiritual vacation? His home may not be worse than this. His wealth is limited to begin with, so why rush to dig for treasure now?

If you are a wealthy and free person who wants to have a 5+2 vacation, why do you have to talk about his/her limited monthly wealth? If you really use your own pocket money to travel, what kind of spiritual vacation is that? In short, it is a bit unclear whether it is selling a house or selling amorous feelings.

The second copy is even more revealing: Come on, middle-aged office workers. The copywriter doesn’t care whether you have time or not, no matter where you sit in the cubicle, or how you come, he just wants to hit your wildness.

But, is it possible to survive such a 996 schedule? Is it better to come here to invest and rent out the property, or just to relax and have fun in this cultural and tourism town? When Party A heard this, did he think it was so simple?

In the third paragraph, the copywriter's tone changes again and is aimed directly at the greasy middle-aged people: You should have some money and relatively more free time. Do you just want to stay in one place? Are you living too A-side of your life?

However, where will these middle-aged people be and how far will their influence spread? Are their needs just to be enlightened by being reminded of the "courage of life"? Are they just here to take a look around? Do they have the decision-making power to purchase properties? If they are just impulsive like young people, will Party A care about such recklessness?

Is this model talking about programmers or assembly line workers working in three shifts? Anyway, the copywriter doesn't care what your real situation is. As long as you have someone in your heart, you can wander around the world, have fun, buy things, as long as you have a beautiful time. When the client sees this, will he be angry and laugh?

Although this model has begun to sink into the selling points, it is obvious that buyers or players have all upgraded. Anyway, the client is just listening to the case. The copywriter touches all kinds of people and can always touch their hearts.

I don’t know if this is a description of how others see you.

This one will cost half a small goal, and I guess Wang Sicong will need to come from Shanghai to see who to give it to.

I don't know if you will be mesmerized by the style of these copywritings, or even applaud them, or even admire the copywritings, because if you simulate the situation yourself, you may not be able to write better than Feng Ting Yu. You are only putting yourself in the same emotional resonance, not the strategic marketing interrogation.

Feng Tingyu is not afraid of being criticized, because his courage to write proves that he is still young. If the purpose of the former Party A in the competition was not pure, then why did he make it so detailed? It is better to do something pleasing to the eye. If he puts it on the copywriting with free shipping today, he may gain a few new fans.

Author: Steven Cheng

Source: Free shipping for copywriting (ID: kol100).