5 thoughts on “How to write the new media copywriting”

  1. 1. Clarify the writing purpose of copywriting
    The main purpose of this copywriting: is it for brand communication, to improve the sales of goods, or to carry out promotion activities. Different goals, the ideas and methods of copywriting are different.
    If the purpose is to spread the brand, the overall copy of the copy needs to be considered how to make the content of the text conform to the brand style and resonate; if the purpose is to sell, the copywriting needs to think about it. Trust 1 is purchased without buying the products of competitors, and can be put into purchase immediately. If it is a promotional activity, it is necessary to think about how to make people feel attractive, it is worthy of participation, and the threshold for participation is not high. New media copywriting creation finds its own platform, more than 3,000 new media copywriters online.
    2. Creative Briefing of Copywriting Copywriting
    Copywriting Creative Briefing is also called creative outline. In the advertising company, it is mainly used to guide the creative, writing and production of the text. However, for corporate copywriting, listing and creative briefings of copywriting are conducive to the final production of copywriting.
    Copywriting creative briefing is mainly to sort out the three questions, that is, who says it? What do you say?
    Copywriting writing is like daily communication, the objects are different, the content or form of communication dialogue will be There are differences. These are also the three issues that need to be sorted out in the early stage of copywriting. Only by clarifying these three issues, the writing of copywriting will be more direction.
    (1) Who said: Who should I write to who this time? From the perspective of behavior, geography, population statistics, and consumer psychology, who is potential consumers, and what typical personality characteristics do they have?
    (2) What to say: “Who says” to “Who says”? On the basis of considering “what to say”, how the copywriting can persuade the content of the target crowd’s trust and perception. This requires in -depth excavation of its own selling points to compare the persuasion of competitors (to consider how consumers face a variety of choices, what kind of way we make consumers feel that our products, services or brands will be better than competitors than competitors. ), And on this basis, refine the persuasion of your own copy.
    (3) Where to say: that is, according to the crowd to choose the right media, the appropriate time to publish the copy of the copy, sometimes it will publish different forms of copywriting content according to different media.
    The documents and creative briefings of some companies will be listed long, while some companies will be relatively simple.
    Cultural creative briefing mainly includes the following three parts.
    (1) Objective description: Simply specify the goals of the advertisement or the problem to solve, including the product or brand -related name, the specific target consumer description.
    (2) Supporting explanation: Briefly explain the evidence of supporting product selling points.
    (3) Brand feature description or brand style description: explanation of the brand’s own style or the brand value conveyed.
    example: Taylor guitar’s advertising copy creative list.
    (1) Objective description: Advertising makes consumers with higher sound quality for guitar believes that Taylor guitar is a unique and high -quality instrument, and can persuade them to give priority to Taylor guitar when buying guitar.
    (2) Supporting description: Taylor guitar is made by hand -made wood currently found, which can ensure the guitar emitting beautiful sound.
    (3) Brand characteristics or brand style description: The advertising tone of Taylor guitar should convey high -quality and excellent value.
    Phopen workers need to be further excavated after understanding the basic work items. The more you know the corresponding items in the list, especially the part of the “who says” (the target group) and the “what” (what to say “(the opponent’s analysis and persuasion strategy) is the most important job before the copywriting.
    3. Writing output of copywriting creative ideas
    In the purpose of the writing of this copy, the target group, the opponent and their own selling points, find the problem that the copy needs to be solved, combined with the media release channels The characteristics, then creative thinking, and finally complete the writing output of copywriting.
    4. Copywriting retransmit
    The re -inventory is to sort out and summarize the work content that has been done. The advantages and disadvantages of copywriting can be summarized through the feedback of data and target groups. The advantages can be maintained, and the disadvantages need to be further modified, improved, and retained to prepare for the next writing copy.

  2. I finally thought of a perfect title. The article opening rate was good. As a result, the reader ran away after reading it!
    What experience is this?
    If you don’t know how to write the beginning of the new media copywriting, this short article can take a few minutes to read it.
    not many words, practical, operability!
    A can write about how the article can be written at the beginning of the article. There are some perspectives with strong landing:
    The concentration essence: you can highly summarize the core point of the article, so that readers have expectations in advance. For example, you can write the content framework of the article at the beginning; you can summarize the core content or viewpoint you want to talk about.
    The description pain point: You can throw out the pain points of the readers’ heartbroken, stimulate interest, and then expand the article step by step.
    Create suspense: You can at the beginning of creating suspense, shaping contrasts, or throwing problems directly, and adjusting the reader’s curiosity. This should be the most beginning form I have ever seen.
    Golden sentence famous saying: You can use a strong golden sentence or famous saying to directly set the entire article, and immediately let the reader nod. However, the famous saying is easy to find, and the golden sentence is hard to find.
    The bowl of chicken soup: Similar to golden sentences, chicken soup is also a very common article at the beginning of an article. Although readers are becoming more and more immune to chicken soup, you have to admit that good chicken soup can always resonate and get involved in emotions.
    Tell a story: You can tell a small story at the beginning. People who tell the story never worry that they will not start. It is still one of the most effective ways to attract readers to read, and sometimes even one.
    In the door to see the mountain: You can say something, and express your views. Simple and straightforward, not wordy, and not around, what is directly said.
    The introduction of event: You can attract users’ attention through a news, see or heard the latest hotspots, etc., and then transition to the text.
    The phenomenon: You can throw a universal phenomenon, or the sudden phenomenon, or the phenomenon that many people have not found, and then associate it on the text. The more thoroughly, the more stunning it is.
    The fixing style: You can plan a unique beginning based on your own positioning and tone, fixed style layout, and long -term use. And every time you just change the keywords of different themes, such as “Hello everyone, welcome to listen to your moon and my heart …”
    This angle of these beginnings, you can do it when you usually write articles Used, slowly planning to train and try to find your most successful and most suitable for your readers.
    It also found that many of the articles of the head of the head are written at the beginning, but they have already written it. Behind this is the accumulation of time and the understanding of the reader.

  3. Why are you always not inspired by writing a copy? After paying attention to many head accounts, I read a lot of masters’ works. As a result, I still can’t write things
    Poor writing? NONONO, those masters of copywriting are not necessarily from the science class, because they know the logic behind writing.

    In the Baidu APP to see more high -definition pictures
    1
    / Copy of copywriting strategy /
    boss says: Write an advertising copy, we will invest on the ×× channel Essence
    So A copywriting started: Collection of industry copywriting related information → brainstorming → refer to the latest advertising copy boutique cases → mediocrity to find inspiration.
    b copy also began: Discussion on the scripture of the paper with BOSS → Research products → communicate with consumers 1 to 1 → analyze and propaganda channels.
    Due to the different points, the time distribution of A copy and B copywriting has essential differences.
    a copywriting: 70%of time find inspiration creativity, 20%time to send words and sentences, 10%of time to clarify the logic of copywriting.
    b copy: 70%of the time of clarifying the logic of copywriting, 20%of time to send words, 10%of time to find inspiration creativity.
    It time allocation can be seen:
    a copying 70%of time on inspiration and creativity. Looking for inspiration from advertising cases and things around me, I hope that one day I will hit my head.
    B copywriting puts 70%of the energy on the logic of copywriting. Including a thorough understanding of this marketing purpose, in -depth understanding of the product, precise analysis of the audience, controlling the brand stage, and the matching of channel style.
    Was kind of copywriting do you guess?
    Obviously, B copywriting often writes excellent copywriting.
    The text skills are deep and inspiration is bursting. This is just a superficial phenomenon that can be efficiently written. How to write titles, use numbers or adjectives belong to tactics. Excessive emphasis on tactics is just a pipe pipe and cannot see the overall situation. It is the highest state of copywriting with strategic thinking.
    This copywriting can not be an imagination of head, and the creative work of light flashes, but a clear understanding of the entire writing purpose. It is necessary to be clear enough for marketing logic and marketing purposes, have deep research on products and audiences, can analyze from the characteristics of the audience, grasp the content style from the characteristics of the channel, be good at grasping the audience’s psychology, train strategic ideas, and write on logic to write on logic. A good copy of a hand.
    Igly, when you start writing, think about the strategic planning and layout of the article, and you can try to refine it as much as possible. For example:
    What is your copywriting? How are you going to advance to your purpose?
    What logical structure of your entire content? Can it be intertwined?
    Mad to mobilize the user’s emotions? How to mobilize?
    What is the purpose of each of your major paragraphs? Is it helpful for strategic promotion or is it optional?
    A even every time you write, can you ask yourself why you write this way and be helpful for the purpose?
    ……
    Is to recognize a fact: marketing copywriting is different from literary works, the latter needs strong inspiration support, Wen Siquan, and the former needs a rational mind, wearing shackles and dancing dancing dancing Essence

    2
    / Pre -determined reader expects /
    Is when you build a clear copywriting strategy, the next step is to write a copywriting. In the process of writing, I recommend a very good and practical method — learning to predict readers’ expectations to make your copywriting effect rapidly.
    What is the predicted reader expectation?
    It is to persist in changing the user perspective. It is estimated that the reader’s psychological changes, behaviors and possible results when they see each part, and then optimize targetedly.
    The explanation of one sentence is: constantly asking himself, what will the readers react to see this, does it meet your expectations?
    The problems that may exist in the process of reading the copy, and then answer them to solve the problem. According to this logic, when reading the copywriting, your readers will find that whenever he has doubts, he can always find the answer to the question in the next sentence and eliminate his obstacles.
    The is in the master, you have predicted and resolved. For example:
    The title you want to predict the reader when you write this title, will he click on?
    We every time you write a paragraph, you must estimate what the reader will have any doubts;
    It may not understand or understand when you predict a certain content reader when you read it, you have to simplify it;
    When you finish writing a perceptual content and try to impress the reader, you need to predict whether you can really move;
    Is that you think the reader will have concerns after reading a paragraph, then you have to dispel your concerns;
    When the reader may have a sense of distrust after reading the text, it is necessary to solve the problem of trust;
    When the reader has hesitant to buy a copy, you have to find a way to make him determined;
    . ………
    In all, in the process of writing the copywriting process, the prediction of readers’ expectations must be less. We need to keep standing from the perspective of the reader to examine our copywriting, and then fill out the pits that may appear.

    3
    / Grasp the sense of rhythm of copywriting /
    , the sense of rhythm determines the reader when reading, whether it is fragile or stumbling. Readers will definitely have a sense of reading when reading the article, and the copywriter must grasp this sense of rhythm during the writing of copywriting and let the reader read smoother.
    Sto how to grasp this sense of rhythm?
    First of all, grasping the sense of rhythm is itself the implementation of the previous strategic planning and the sense of language. The strategy is not implemented well. The whole article must be stumbling.
    Secondly, the control of the rhythm of copywriting can indeed be created through some techniques. For example:
    This reduction traps, do not assume that readers have the same background knowledge as themselves, he may not know what you know, learn to convey.
    Is to avoid understanding obstacles, and to pile gorgeous rhetoric without logic, but make the copy bloated, and the reader understands it hard, don’t hesitate.
    Is do n’t force the information, do n’t force the reader a lot of information. There is no core point in the east and west. Can he finish eating?
    M multi -sentence, short sentences to control the rhythm of the copy, simple and clear, and the narrative is compact.
    The storytelling is a strong rhythmic form of copywriting. It can involve readers into the powerful power of the scene. Readers will conscientiously listen to you.
    Mamily lively verbs and verbs are the most likely to drive readers. Don’t use adjectives without moving. The sense of rhythm is weak.
    ……
    The method of this way. Of course, the most important thing is that the copywriter must keep the rhythm. It is difficult to play.
    So how does the copywriter control this rhythm himself?
    is very simple. Read the copy you write, give up one word and check, give up silent reading, and read it loudly.
    It you will find that where there is an obstacle, where there is a problem, where is uncomfortable, even if you can’t read it … and other problems will come out.
    M wish to try and find the rhythm of your copy.
    The copywriting is not a job of eating inspiration, but by rational logic, thorough analysis of planning, audience, products, channels, etc., obtain the direction and material of writing, and clearly highlight the selling point and writing style. Throughout the writing process, it is constantly predicting the problems that readers may exist in the process of reading copywriting, optimize the targetedness, and at the same time grasp the sense of rhythm of the article to drive readers to read more smoothly. The real copywriting should be in the strategy, in creativity, in life, not only in text. If you do it well from the media, it is a very questionable income. It is very simple to have a monthly income. If you want to learn more from the media, you can trust me privately, or you can continue to pay attention to me.

  4. New media copywriting creation and dissemination
    Links:
    The extraction code: 789s Copy this section and turn on the Baidu network disk mobile phone app. It is more convenient to operate.

  5. How to write an excellent sales plan?
    Almost all the pre -sale plans have such a general framework:
    1, industry trend trends (industry trend, competitors, etc.)
    2, analysis of the status quo of the enterprise (analysis of the status quo of the enterprise ( At present, corporate problems)
    3, how to solve these problems (strategic schemes)
    4, realized value and income (the effect we can bring)
    5, preliminary planning (personnel of the project (personnel) Arrangement, time progress control, stage work plan, communication process, risk treatment, etc.)
    6, project fund budget (quotation)
    So what do you need to pay attention to when doing SEO pre -sales plan? Its purpose is to bring real value to customers.
    . Understand the customer’s industry and position the customer. Combined with the needs of customers, find the real value of customers.
    What industry is the customer in, what kind of way of profit, and what is the purpose of SEO? For example:
    Customer 1, simple mechanical official website, can guide customers to purchase through online channels. It is recommended to optimize the ranking of accurate keywords, the product name, product model, etc. of the user search. Instead of saying how to expand long -tail words such as XXX, xxx is good or not, or to do traffic to customers.
    Customer 2: Portal information station, mainly selling advertising sites. Then the number of user visits and views is the key to the site.
    Customer 3: E -commerce site: Precise and high conversion keywords and traffic are the decisive way of e -commerce sites.
    . The true SEO operation that can bring value to users, and analyze competitors and target sites in targeted.
    In what extent does the competitors achieve, what effects have been achieved, and where can there be reference? What stage is the target site, how much is the gap between the competitors? Why can’t we reach the goal, and where is our weakness (understanding the disadvantage is the direction of solving the problem), and where is the advantage (we can do more with less effort)?
    3. Put targeted solutions for the disadvantaged links.
    A some small experiences on the pre -sales plan:
    To currently competes for a large competition, a slightly large -scale case, there may be five or six mainstream SEO companies to compete. Other various companies do not count it. number. It is not easy to stand out from so many competitors.
    1, format, recommended PPT. The overall style and content of PPT are also very important. Need to prepare well, after all, this is the facade image of a company.
    2. Those who understand PPT, who watched this PPT, what level, what background? Choose a subject. If the company’s superiors do not understand technology at the same time, it is difficult for many technical issues to resonate. And if it is a more rigorous and technical subject to watch PPT, it is mostly speaking in data. At the same time, the data expression form must be skillful (the display of the form formula and the display of the icon curve are different).
    3, develop a good habit of summing up.
    Why are this pre -sales plan success and why the pre -sale plan fails? It is recommended to summarize and reflect in real time, and the pre -sales plan will naturally become more and more handy.

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