The young couple soon understood their father's good intentions, so a word dowry became the motto of managing the family.
Compared with other parents' advice, the meaning of Mr. He Lao's word "diligence" is self-evident, impressive and won't cause resentment.
China's culture is profound, and sometimes a sentence or a short sentence can express many profound meanings. However, being short does not mean that you are not refined. In copywriting, short and powerful sentences are also the goal pursued by many copywriters. Some copywriting, with long and protracted sentences, is confusing and described by Mr. Lu Xun as "like a woman's foot-binding cloth, smelly and long". In this way, the charm of copywriting will be lost, and of course the purpose of selling goods will not be achieved.
Recently, I read the copy written by Tetsuya in Kawakami, and deeply felt the importance of concise and accurate expression and its powerful power. In the book, the author calls this precise and concise expression ability "advertising copywriting power". Starting with the three basic principles of writing advertising copy, the author explains how to make the expression of advertising copy shorter and more accurate. In the book, 9 tips and 77 skills of copywriting are disassembled in detail through actual cases. Through the comparison before and after the revision of the copy, readers can deeply understand the changes brought by the use of these techniques, and at the same time feel the power of short stories.
The author of this book, Tetsuo Kawakami, is also a master, creative director and playwright in Japanese advertising. He once worked for Asahi Shimbun, the top three advertising companies in Japan, and then started his own business. He also won several awards, such as Dentsu Advertising Award, Fuji Sankei Group Advertising Competition Producer Award, All-Japan advertising alliance Award and so on. He created the marketing method of "using the power of stories to promote company brands and commodities" and named it "story marketing method".
A few years ago, there was a saying "The world is very big, I want to see it", which was widely circulated in the society. I believe that all kinds of advertising copywriting derived from this are familiar to everyone.
But why did this sentence become popular so quickly? Of course, modern media communication means have contributed a lot. But in terms of this sentence alone, it has the following characteristics:
It's short and easy to remember. Nine words in the whole sentence, conciseness laid the foundation for its rapid spread. Another reason is that it deeply stung us and caused our * * * sound. This is the root of its rapid spread.
The world is very big, but I haven't been to many places. First, I have no time, second, I have no money, and third, my health may not allow it. Then, I said "I want to see it", which is everyone's wish. So, the reader will immediately feel the same way, "Yes, I want to see it, too."
Through the above analysis, you may be able to look at the advertising copy that has touched you, which is basically short (mainly to facilitate memory and communication) and causes * * * sound. For example: Sprite-crystal clear, cool and incomparable; Pigeon milk is fragrant and silky; Nick-just do it, and so on.
Of course, this book also provides many skills for you to do this easily. Among them, telling stories may be the most likely way to make readers feel substituted and cause * * * sounds.
Because people are old-fashioned, everyone loves to tell stories. If any part of this story is the same as his own experience, then the reader will unconsciously substitute it into the story. Of course, sometimes we will be intrigued by the reversal or even strangeness of the story and want to know the whole story.
For example, the big boy made a sanitary towel, and the man tried to express his love with it! Women are scrambling to show their love with it!
This is a typical story title, but a contrast is used: big boys and sanitary napkins are used by men to express their love and women to show their love. This kind of story, which is different from our usual thinking, may arouse your curiosity and attract you to continue reading. Only successful copywriting can attract readers' attention.
Some copywriting, we may also read it from beginning to end, but after reading it, it's over, leaving no trace in our minds, just reading it. Such a copy is unsuccessful, because it has no buttons to touch the reader's thinking, and of course there will be no buying action.
How to inspire readers to think? Many skills are given in the book, such as: trying to ask questions, arousing curiosity, aiming at lofty goals, locking goals and so on.
I believe that everyone is no stranger to the book APP. Do you remember why you were attracted to this book when you first listened to it? How long has it been since you finished reading a book? Was deeply touched. Then, I want to know how long it has been since I finished reading a book. Ordinary people's thinking is to get answers when facing problems, and I am no exception. As a result, I thought about it carefully before I found out, "Oh, it turns out that I haven't completely read a book for a long time." This result shocked me. So I quickly booked a daily listening course on the APP.
I believe that many friends, like me, were reminded by its questions, but the result of thinking made me very dissatisfied, so I quickly paid for classes and didn't want to be the one who didn't like reading.
The advertising copy with the word 1 1 is really wonderful. It asked, "How long has it been since you finished reading a book?" , causing readers to think "How long?" And get the answer. This answer may not satisfy most of us, so we will take action quickly, and the most direct way is to buy courses on the APP.
A good copywriter is better than a sales expert at 100. This sentence is really no exaggeration. It is precisely because of this 1 1 word advertising copy that the book APP successfully attracted140,000 fans. Of course, this has a lot to do with the product itself, but this classic copy of 1 1 is also indispensable.
Some people have some misunderstandings about "one sentence is enough for a good copy" and think that a good copy should be concise. In fact, a good copy can be long or short. If we only emphasize the length of the copy blindly, we will lose the meaning of the copy itself.
The reason why simplicity is emphasized is that it is an era of information explosion, and the amount of information pouring into our field of vision every second is really too large. This makes everyone lose the patience to read carefully, and at the same time, they really don't have so much time and energy to read every piece of information carefully. Therefore, people's current reading habits are basically "second reading".
For the above reasons, not only the copy we write, but also all the information provided by the media, even when we communicate with people at ordinary times, we need to have a "second understanding" of each other. This will instantly ignite the other party's interest and let the other party continue, otherwise the result is that the page is closed and the conversation is terminated. Then any information we provide is meaningless.
However, if we only emphasize the simplicity of the copy, and people don't know what to say or misunderstand its meaning, then the copy will lose its meaning no matter how short it is. Therefore, there is a premise that the length of the copy we emphasize is as short as possible under the premise of accurate expression.
In order to express accurately, what we need to do is not only to accurately grasp the attributes of users, but also to understand information such as products and media channels. The performance in the copy is to catch the reader's eye, directly hurt the user and stimulate the user to buy immediately. We can realize the accuracy and conciseness of copywriting through the skills of scene description, information concretization, emphasizing rarity and relying on authority.
The book "A good copy is enough in one sentence" provides us with many skills to help us realize the accurate expression of short stories and improve the copy power of advertisements. There are not many methods, but the key is to use them. We can choose the skills we are interested in, try to use them in copywriting and turn them into our own writing skills. This is the purpose of our study and the purpose of the author's book.