Reading Notes 0 1~ New Media Copywriting and Dissemination

Article 65438 +0 New Media Copywriting Basis

Judith Charles, president of American retail advertising company, defined copywriting as "copywriting is a salesperson sitting behind a keyboard", which directly explained the role of copywriting.

& gt& gt？ 1.2 Features of new media copywriting

& gt& gt Compared with traditional media, new media has the characteristics of low publishing cost, diversified communication channels and forms, strong interaction, more accurate target audience, and easy copy creation and dissemination for users.

& gt& gt The requirements of new media for copywriting are more civilian, shorter, flatter and faster than traditional copywriting.

Brevity: Copywriting can be brief, which can quickly attract the attention of the audience and express the core information.

Ping: It's plain. The characteristics of new media determine that the brand can no longer be superior, but should communicate effectively with the target group through the most frank and intimate language.

Fast: Due to the fast communication speed, the response of new media copywriting needs to be fast, such as following up on network hotspots and making it quickly.

& gt& gt 1.4 Common types of new media copywriting

Copywriting can be divided into sales copy and communication copy according to the purpose of enterprise advertising. According to the length of the copy, it is divided into long copy and short copy. According to the way of advertising, it can be divided into soft advertising and hard advertising. According to the different channels of copywriting, it can be divided into WeChat official account soft text, circle of friends marketing copywriting, Weibo copywriting and App copywriting. According to the different forms of expression, it can be divided into pure text copy, advertising picture copy, video copy and so on.

& gt& gt Classification by advertising purpose: sales copy and communication copy.

& gt& gt Classification by length: long articles and short articles.

& gt& gt According to the length of the copy, it can be divided into long copy and short copy. Long copy 1000 words or more, short copy 1000 words or less. Generally speaking, a long copy needs to build a strong emotional scene; A short story is to quickly touch and express the core information.

& gt& gt In addition, the application of copywriting varies with industry attributes. Long copywriting is usually used in industries with high prices and high customer decision-making costs, such as jewelry and automobile industries; Short stories, such as lighters and cups, are generally used in industries with low prices and low customer decision-making costs.

3. According to the way of advertising: soft advertising and hard advertising.

& gt& gt Soft advertisements do not directly introduce goods and services, but replace advertisements in other ways, such as embedding brand advertisements in case studies and embedding brand advertisements in story plots. It is not easy for the audience to directly perceive the existence of soft advertisements, which is implicit. The hard advertisement is published in the corresponding channel media, and the content is straightforward.

Chapter II Job Requirements and Professional Abilities of New Media Copywriting

& gt& gt's versatile new media copywriting plays the role of content planning, content editing and operation.

& gt& gt( 1) New Media Channel Content Planning and Writing

& gt& gt(2) Planning and promotion of marketing activities at all stages of the enterprise.

& gt& gt(3) Marketing follow-up of hot events

& gt& gt4) Evaluate the effectiveness of the work.

& gt& gt Among the job requirements of enterprises for new media copywriting, the four key abilities that appear most frequently are copywriting ability, creative ability, aesthetic ability and learning ability.

1. copywriting ability

& gt& gt) Mastering grammar and logic of copywriting: grammar, grammatical errors, typos,

& gt& gt(2) The control of copywriting language style;

The application of>& gt copywriting skills: headlines, posters, theme advertisements and other requirements can quickly attract the attention of target groups; Soft text and emotional brand introduction require the target group to have a sense of substitution; Sales copy such as product introduction requires the target group to have trust and be able to make purchase decisions and feedback quickly; Brand communication copywriting requires simple information and is more conducive to oral communication.

& gt& gt。 Innovation and creativity

Experience outside the box.

Keep curiosity

Think in many ways.

3. Aesthetic ability

learning ability

There are three main ways to learn copywriting: reading, consulting and practicing.

The second new media copywriting practice

& gt& gt？ 3. 1 new media copywriting steps

Copywriting should first think deeply about a problem in work-what problem is copywriting to solve?

In short, the steps of copywriting are mainly divided into four steps: defining the purpose of copywriting, listing copywriting briefings, writing output of copywriting creativity, and copywriting recovery.

1. Explain the writing purpose of the copy.

& gt& gt If the purpose is to spread the brand, the overall copywriting needs to think about how to make the copywriting content conform to the brand style and cause * * *;

If the purpose is sales, copywriting needs to think about how to make people feel the need and generate trust-why not buy your competitor's goods and buy them right away?

If it is a promotion activity, we should think about how to make people feel that this activity is attractive and worthy of participation, and the threshold for participation is not high.

& gt& gt2. Write a creative briefing.

The creative briefing of copywriting, also called creative outline, is mainly used to guide the creativity, writing and production of copywriting in advertising companies. But for corporate copywriting, it is good for the final production of copywriting to list the creative briefings of copywriting by yourself.

The creative briefing of copywriting mainly aims at sorting out three questions, that is, who to show it to? Say what? Where do you say it?

1) to whom: who should this copy be addressed, that is, the analysis of the target population. From the perspective of behavior, geography, demography and consumer psychology, who are the potential consumers and what are their typical personality characteristics?

2) What to say: On the basis of "to whom", consider "what to say" and how the copywriter can convince the target group to trust the promotion content and have perception. This requires us to dig deep into our selling points and compare the persuasion strategies of our competitors (considering how consumers feel that our goods, services or brands will be better than our competitors when faced with multiple choices). On this basis, we can refine our persuasion points.

(3) Where to say: Choose the right media according to the crowd and publish the copy at the right time. Sometimes different forms of copywriting content will be published according to different media.

The>& gt copywriting creative briefing mainly includes the following three parts.

(1) target description: give a simple and specific description of the purpose of the advertisement or the problem to be solved, including the relevant names of the products or brands and the specific description of the target consumers.

(2) Supporting explanation: briefly explain the evidence supporting the selling point of the product.

(3) Description of brand characteristics or brand style: a description of the brand's own style or the brand value it hopes to convey.

3. Writing output of copywriting creativity

4. copywriting

3.2 Preparation of new media copywriting

Therefore, the important preparation before writing a copy is to do marketing analysis, including overall market analysis, target group analysis, competitor analysis and selling point refining.

Three typical purchasing motives of>& gt target groups

& gt& gt 1) ownership requirements

& gt& gt2) admire the demand. After the needs of belonging are met, people will seek admiration, and goods that can make people better and have a better image are more likely to meet this demand, such as cosmetics.

(3) Status demand. Refers to gaining social respect. Expensive brands of goods are more likely to help people meet this demand, such as luxury cars and jewelry.

& gt& gt3.2.2 competitor analysis of copywriting

& gt& gt 1.SWOT analysis: a method to quickly find advantages and avoid disadvantages.

SWOT is simplified from four words: S (strength) is an advantage, W (weakness) is a disadvantage, O (opportunity) is an opportunity, and T (threat) is a threat. That is, by analyzing the advantages, disadvantages, opportunities and threats of the enterprise itself, the internal and external conditions and resources are organically combined.

& gt& gt advantage: mainly analyze the advantages that enterprises are best at, such as cost, products, marketing, channels, etc. What can our company do that our competitors cannot?

Disadvantages: mainly analyze the places and defects that the enterprise itself is not good at, the places that competitors do well and the places that they do badly. Or the reason why the customer left, recent failure cases and reasons.

Opportunities: what opportunities exist in external products, channels and marketing; Where are the opportunities for short-,medium-and long-term planning objectives within the company?

Threat: whether the objective economic environment, industry development and policies will be unfavorable to the development of enterprises; Where are the recent threats and whether there is a chance to avoid them.

& gt& gt2. Comparative Analysis of Core Competitive Chains

Core competitive chain: list your own values one by one, compare with your competitors and find out the differences.

& gt& gt In the competitive analysis of products, we can also list the main value points of purchasing factors one by one, that is, find the gaps in the value chain, so that it is easier to find our own advantages and characteristics.

& gt& gt3.2.3 tap the selling points of copywriting.

& gt& gt Unique Selling Proposition (USP theory for short).

> >1) Every advertisement does not only rely on words or images, but puts forward a clear benefit to consumers. For example, "I'm afraid of getting angry and drinking Wang Laoji" puts forward the interest points that can reduce the fire.

(2) This interest point must be unique to this product, which competitors cannot or have never raised.

& gt& gt(3) This interest point must be conducive to sales and affect most consumers.

For example, the selling points of most commodities are now moving from the functional characteristics of the products themselves to the different values advocated by the products.

& gt& gt？ 3.3 Copywriting creative thinking and thinking output methods

& gt& gt？ Divergent thinking tree diagram surprise creativity.

Creative table thinking mode makes creativity flood.

Divergent thinking tree diagram is suitable for the idea of infinite divergence of a certain information to determine the selling point and then make a better expression.

& gt& gt There are three steps in using innovative forms.

(1) Abstracts the dimension of decomposition problem from existing products. For example, from the biscuits in the existing market, we can find that biscuits have a sandwich, a single layer, a thick layer and a thin layer, so the morphological differences can be attributed to one dimension-"structure".

(2) subdivide each dimension as much as possible. If it is taste, think further about what the taste will be, and then think further, and fill in "chocolate" and "milk" under the dimension of "taste".

(3) Establish different combinations for different dimensions. If the "chocolate" in the "taste" dimension is combined with the "sandwich" in the structural dimension and the "thin strip" in the modeling dimension, it becomes a thin chocolate sandwich biscuit.

& gt& gt3.3.3 Element combination method makes creativity unrestrained.

Element combination method-different elements are superimposed to create new items.

3.3.4 Use the golden pyramid principle to output the copy.

McKinsey, a well-known consulting firm, has a logical thinking method-the golden pyramid principle, which is equivalent to the method taught by the composition teacher-the total score structure. A pyramid of arguments, arguments and arguments,

The principle structure of the pyramid is mainly divided into background, title and argument from top to bottom, and each argument can have further arguments.

If the copy is long, it will generally adopt a structure similar to the "total-sub-total" in the composition. Finally, it will summarize the central idea again and emphasize the theme selling point to enhance the memory of the target group. When the copy is short, the "total-minute" structure is adopted.

Chapter IV Writing Skills of New Media Copywriting

4.2 How to attract the attention of copywriters

Headline is an important element in most advertisements, which determines whether readers will see advertisements or not.

Robert Bly, a master copywriter, put forward four functions of a good beginning: attracting attention, screening customers, conveying information and attracting reading.

In other words, the beginning of the copy should be noticed first, and the advertising information should be seen or heard by the corresponding people; The information conveyed must be related to the expected purpose of the advertising brand, and people should have the desire to know more.

4.2. 1 brain concern principle: dialogue with the old brain

In recent years, Paul McLean, a famous American neurologist, put forward the theory of "brain trinity", which divides the structure of human brain into three brains from the perspective of biological evolution, namely, old brain, middle brain and new brain.

The old brain makes decisions; The diencephalon is used for perception and is responsible for handling emotions and intuition; The new brain is used to think and process rational data.

Old brain: As the name implies, the old brain is the oldest and most primitive organ in the brain structure, and it is also the direct result of primitive evolution. The aged brain is mainly used for decision-making. At the same time, it can directly or indirectly accept input from the brain and other nervous systems and trigger decision-making. It can constantly examine the external environment, judge whether it is safe or not, and immediately make the survival decision of "flight" or "fight", which is closely related to our survival strategy. Until now, the reptile's brain still maintains the original form of the old brain, so the old brain is also called "reptile brain" or "basic brain".

Diencephalon: Used to perceive and process emotions and intuition. The diencephalon is the brain closest to the brain of the elderly, and our impulsive shopping behavior mostly comes from the stimulation of diencephalon by emotion or intuition.

New brain: also called cerebral cortex, it is the last evolutionary development. Mainly used for processing rational data, such as language processing, reading, thinking, making plans, etc.

When writing a copy, we need to consider the rational thinking of the new brain, the emotional processing of the brain and the decision-making reaction of the old brain at the same time. These three parts just constitute a basic structural framework of copywriting: rational communication-emotional communication-stimulating rapid decision-making.

According to relevant theories and practical experience, there are four ways to attract people's attention: associating with "I", making contrast, satisfying curiosity and starting emotions.

Related to "I", in contrast, it is direct communication with the old brain; Satisfying curiosity is also based on the needs of human survival and development, and talking to the old brain; To start emotions is to communicate with diencephalon and impress the old brain in the fastest way.

& gt& gt4.2.2 is related to "I"

In copywriting practice, the theory related to "I" can be further decomposed into income related to "I", labels related to "I" and life related to "I".

1. It is related to my income.

& gt& gt that is, what the customer buys is not the product or service, but the benefits that the product or service can bring to him.

& gt When writing a copy, you should always ask yourself: What are my selling points, what are the benefits or values that can be brought to consumers; Then express it in the language that the target group can understand best. Such a copy is more likely to attract people's attention.

& gt2. Related to the label "I"

& gt It is related to the label of "I", which includes my name, personality, animal sign, blood type and even my alma mater and birthplace, and can define who I am, where I come from and what my personality is.

& gt& gt Younger brands are more willing to use the principles related to the label "I" to advertise, which can not only show the unique style of the brand, but also impress the hearts of young people.

& gt& gt3. It is related to my life.

& gt& gt My life involves all aspects of life, such as eating, drinking, housing, dressing, the city I live in, the daily weather, the details or actions of brushing my teeth, and even the values related to spiritual life. Any product or service related to the life of the target group is related to my life.

& gt& gt manufacturing comparison

& gt& gt is to compare two corresponding things, so that the feelings of the target population are stronger.

& gt& gt Strong contrast will help you make a decision. Fundamentally speaking, people are more concerned about unexpected situations or changes in state.

& gt& gt In daily copywriting work, there are comparisons that can be made before and after; When there is no solution and there is a solution; You and your competitors.

& gt& gt 1.

& gt By comparing products or services before and after use, or comparing them now and in the future, the target group can more clearly feel the selling point of copywriting.

The common usage of the title is: hairstyle service such as "the contrast effect before and after a girl's hairstyle is shocking!" Shampoo service such as "I have washed my hair for 20 years, but I don't know how to choose shampoo".

Comparison between non-solution and solution.

& gt& gt This method mainly shows the selling point by showing the comparison before and after using the solution provided by copywriting.

& gt& gt3. Comparison between you and your competitors.

& gt& gt What needs special attention is that all methods cannot be separated from the products served by copywriting. The best test method is to ask yourself a question-can this comparison method I use strongly reflect my demands?

& gt& gt satisfy curiosity

> > Psychologists divide "curiosity" into three categories: perceptual curiosity, cognitive curiosity and interpersonal curiosity.

1. perceptual curiosity

& gt& gt Perceived curiosity is caused by novel visual or auditory stimuli, which leads to individual exploration behavior.

& gt mainly through a different or newly introduced technology or concept to stimulate people to explore further.

2. Cognitive curiosity

Cognitive curiosity is caused by the uncertainty of knowledge, which stimulates individuals to ask questions, find answers and finally acquire knowledge.

& gt There is a good sentence pattern in work and life-the principle of "cognitive curiosity" can be naturally applied by using the word "how" at the beginning. Such as "how to read a book quickly?"

& gt3. Interpersonal curiosity

& gt Interpersonal curiosity is mainly social curiosity in the field of social life, including information gap curiosity, interest-related curiosity and social curiosity.

(1) curious about the information gap

& gt& gt The curiosity of the information gap can be summed up in a simple sentence: You know … but you may not know … For example, "You know that fishing under the sea is great, but you may not know what it is really terrible about" and "Myopia is not only due to overuse of eyes, but you may not know these factors".

& gt& gt(2) Curiosity related to interests

& gt& gt(3) Social curiosity.

When individuals compare with other people's information, they find that they are missing some information, and they will feel deprived, thus stimulating their curiosity about other people's information.

& gt& gt4.2.5 activate emotion.

& gt& gt Start emotions, attract attention and impress people through emotions and emotional stimulation. Emotion can directly act on diencephalon, thus affecting the aged brain. Emotions and emotions can easily reach people's hearts and cause strong memory feelings.

& gt American psychologist Paul ekman confirmed that human beings have four basic emotions: joy, anger, sadness and fear.

& gt& gt Joy is joy. This technique is often used in inspirational headlines.

& gt& gt Fear is the easiest emotion to spread.

& gt& gt There are many kinds of emotions and emotions. If we want to use the principle of emotional priming, we need to choose different emotions according to the style of products and brands.

& gt& gt// 4.3 How does the new media copy produce a sense of substitution?