First, the ability to write will become more and more important.

Second, what do people really want?

Third, the secret of advertising companies: sales skills that are not easy to try.

Upper guide bearing

Almost everyone knows the importance of advertising, but few people know what kind of advertising can work. At the beginning of this book, it is clear to readers that the purpose of commercial advertising is to make money, and only advertisements that can persuade customers to pay are effective advertisements.

First, the ability to write will become more and more important.

With the popularity of WeChat, more and more businesses are completed online. Therefore, the ability to attract and persuade people through words is becoming more and more important. When we look at other people's advertisements, we often evaluate "tempted" or "boring" accurately, but when we write our own advertisements, it is easy to fall into the platitudes of straightforward description. You don't have to analyze why. The only thing you need to do is to find a good copywriting routine and then imitate it carefully. This book is to solve this problem.

Second, what do people really want?

The failure of many advertisements lies in wishful self-confession, but you should know that consumers never care about you, they only care about themselves. And people's needs can be summarized as the following eight life drivers:

1. Live, enjoy life and prolong life.

Enjoy food and drink.

3. Freedom from fear, pain and danger

Looking for a sexual partner

5. Pursuing comfortable living conditions

Compare with others

7. Take care of and protect the people you love

8. Get social recognition

Some people say that I need more than these eight things! Yes, there are nine secondary needs the day after tomorrow:

1. Demand for information

2. Meet the needs of curiosity

3. The need to keep the body and the surrounding environment clean

4. The need to pursue efficiency

5. The need for convenience

6. Reliability (quality) requirements

7. The need to express beauty and style

8. The need to pursue profits

9. Demand for good quality and cheap goods

The most attractive advertisements are almost all aimed at the eight driving forces, and if they really can't, they should also be aimed at the nine secondary needs.

Copywriting principle 1: Make money by using fear.

For example, your puppy may become the next victim of the terrible animal beauty lasso! This device was originally used to fix it on the table when shearing the furry little guy, but sometimes it will kill the puppy like an executioner. If the puppy takes a wrong step, it will break its neck! Solution? Please call XXXX Animal Beauty Salon. The beautician will dress up your puppy with love. Never use dangerous mechanical devices, such as animal beauty lasso.

Point: People's fears can make you money. It can encourage people to take action and make them spend money. Think about it. What can your product do to help people's fears? Afraid of eating unsafe food? Afraid of being slaughtered? Afraid of air pollution and poor grades? But it's not enough just to cause fear. People must meet the following four conditions before they can act:

1. Scare people out of their wits;

2. Can provide specific suggestions to overcome this threat;

3. The other party thinks that the recommended behavior can effectively reduce the threat;

Information recipients believe that they can achieve advertising recommendation.

Copywriting Principle 2: Stimulate self-awareness and identity

It is not the desire to smoke that makes you change your cigarette brand, but the cowboy that inspires your self-awareness and identity. Victoria's secret is not to dissect an underwear, but to let those beautiful women with long hair inspire your self-awareness and identity. Simply put, even you want to be that person. All this means that you can cater to the vanity and self-awareness of potential customers by devoting yourself to showing them what they want to see without convincing opinions and evidence. Are you the owner of a high-end beauty salon? Then show photos of celebrities who have been in your store. When they got off the limousine, they were elated and wrote, "Oh, yes, there are many other beauticians in the city, but! I only entrust my eyelashes to Lady Ya! "

Imagine a full-page advertisement in a magazine. At the intersection of Manhattan, a driver waited patiently for the traffic lights, and the symbol of the goddess of celebration stood in front of the car. The driver wears advanced professional clothes and looks like "what a wonderful world". And next to him is a driver of his age, with his whole head resting on his arm, looking at the driver of Rolls-Royce. The game is over, this is a successful life!

Similarly: "Why do most bank chairmen in the city choose XXXX security company?" "Know which cake Jay Chou wedding order? Cakeboss, of course! "

Copywriting Principle 3: Credit Transfer

Your advertisement can be beautiful, but no one takes action. That's because nobody trusts you. Credit transfer strategy is to endorse yourself with some signs, images and concepts associated with people, organizations and institutions that are usually authoritative and respectable. Because people's laziness makes you find a reasonable excuse for not doing in-depth research.

Now do you know why some enterprises set up a "national dental disease prevention and treatment group" or a "middle-aged and elderly health association"? Celebrity endorsements also use this strategy. If you can't afford a star, you can try to establish contact with some large institutions and high-end associations. For example, the Association of Old Professors, Lawyers Association, Engineers' Home, Doctors' Mutual Aid Alliance and so on. The Great Hall of the People used to be a good choice, but it was later stopped.

Copywriting principle 4: conformity effect

Humans are social animals and have a strong need to seek a sense of belonging. This strategy requires you to associate your products with a certain social group, while often alienating other groups. For example, for young audiences, you need to make it look cooler. They can be divided into different groups according to age, class, gender, region, politics and education. "walgreen-the pharmacy that Americans trust." "Gifford peanut butter-picky mother chooses Gifford." "Every time I sell 10 cans of herbal tea ..."

People need to know that his choice is the choice of most people, or at least some wise people. How about "assets100000 family standard configuration"? Are you interested in seeing what it is?

Principle 5: Core values are the most important.

Many consumers' purchase behavior is not to meet the current demand, but to achieve some future goal. Advertisements promoting luxury goods and services often use the principle of "means-target chain". This strategy is to convince potential customers that your product can bring them additional and indirect benefits.

"Buy a car just for performance? Don't! As a real estate agent, you have a Lexus, and others will think that he must sell the house very well, otherwise how can you drive a Lexus? " Remember that famous saying, people don't buy seeds, but buy lawns! What customers want is not a drill bit, but a hole in the wall! Not even a hole, but an air conditioner that makes him comfortable. Remember that beauty salon owner? She can tell her clients, "The New Year is coming. Do you want to be the brightest girl at the party? Come and see, there must be surprises! "

Copywriting Principle 6: Persuade customers step by step

Customers' cognition of products is usually divided into five stages: blank period (I don't know your product or don't realize that I need it)-wait-and-see period (I know the product and consider using it)-preparation period (I need to know more about the benefits of the product)-action period (purchase stage)-maintenance period (customers miss your product). The step-by-step technique is to push customers forward one stage at a time. Sometimes your customers have people in these five stages at the same time. At this time, you need to find out which people need to win the most at present, and put in corresponding advertisements for them.

Copywriting Principle 7: Give the client a shot in the arm.

"Our competitors will tell you that it costs $65,438+0,000 to repair the small dent on the fender; Just because there is a small gap in the windshield, they let you change the glass. What they won't tell you is that there are many internal secrets in our industry, and it only takes a little money to solve these small problems. For example ... "This technology is to give customers a vaccination.

"Our competitors told you that they used fresh white cheese, but what they didn't tell you was that the white cheese they bought was broken in advance and packed in plastic bags. At XXX Pizza Shop, we crush white cheese by hand every morning ... "This kind of advertisement will generate more picky consumers, who will like your products better.

The skill of this technique is that your attack must be weak, otherwise it will be counterproductive. If you overdo it, it will be fatal. The purpose of vaccination is to motivate the other party to resist and choose your product.

Copywriting Principle 8: Consistency Principle

You can make an advertisement. You ask your potential customer four questions, and each question leads to the next question logically until-at the end of the advertisement-your potential customer promises to buy your product. The principle of consistency shows that if you express your position on an issue, you will always be loyal to your position. For community donation, you will be asked to sign a joint petition first. When you finish signing, they will ask you to donate 3 yuan. You will be willing to spend money to maintain your previous attitude. Because if you don't do that, you are too hypocritical.

"Are you afraid of a person walking through the street? Don't you want to find a simpler way to protect yourself? Wouldn't it be nice if there was a safe, effective and simple way for you to stop the mob by pressing the button? Isn't this great? We recommend Tesla to you ... "

Copywriting Principle 9: Scarcity

The most common manifestation of scarcity incentive is to use the principles of one-day promotion, limited supply, out-of-stock or first-come-first-served to make products appear in short supply, thus stimulating consumers' interest. For example, "Steve finally squeezed out three more customers." But hurry! Because his registration form is full, he will have to wait for another two years to enjoy the service. "

Xiaomi's mobile phone used this trick, and Luo Ji's thinking has been using this trick. Hermes is the one who can use this trick best.

Copywriting principle 10: Examples are better than data.

How to write an example: this car has a carriage as wide as a living room, close its vault door and prepare to enjoy the driving experience of a few privileged people. You are surrounded by gorgeous and fragrant leather, hardwood from abroad and expensive Wilton wool carpet. This car will show your unique lifestyle … do you feel it? When the powerful power of up to 453 horsepower calls you to release them, your adrenaline is flowing rapidly in your blood vessels.

Data write: cylinder volume is 6749 ml, displacement is 6.7 liters, front engine V 12, cylinder diameter is 92 mm ... luxury wooden leather door, wooden leather steering wheel.

Sales data show that examples are more convincing than data. Because emotion is the key to sales. According to different products, different proportions of data can be used to help explain. The basic principle is that products purchased actively use more examples, and products purchased passively can use some data appropriately. (such as printers, life insurance)

Copywriting principle 1 1: Provide positive and negative information.

You can show yourself and your competitors at the same time in competitive product competition. Research shows that information containing two aspects is more convincing. The key is to show both sides and support only one side. Compared with competitors who only talk about their own one-sided advertisements, your positive and negative information will be more thoughtful and confident. "They are fair to another company. They don't attack each other, but they still put in a good word for each other. They just pointed out that their products are better. " Let consumers feel that you have done research for them, and they just need to buy.

Sometimes when there is no competitor to compare, you can choose your former self. "Before finding the cleaning factor, our washing powder also needs to be washed several times to be effective, just like others. But it's different now ... "

Copywriting principle 12: repeat, let customers remember you.

"You advertised seven times before people started watching." Repetition is an important factor to convey ideas in advertisements. Every time you repeat it, your advertisement may be seen by people who didn't notice it before. When people watch more advertisements, they will begin to feel accepted. With the enhancement of this sense of acceptance, an intimate relationship will be gradually established and developed.

Of course, repetition is not always good. It can be repeated until sales begin to stagnate or decrease, otherwise it is an effective advertisement. You can change pictures and spokespersons, but don't change your style and purpose easily.

Copywriting principle 13: using interrogative sentences

Rhetorical interrogative sentences are actually declarative sentences disguised as questions. "Who else wants to wash clothes whiter-and effortlessly?" "What would you do to get Klondike ice cream?" "Do you still want your eyelashes to be covered with thick false eyelashes?"

The use of interrogative sentences can sometimes change people's way of thinking and modify their buying behavior. People pay more attention to asking questions because of our social training. When someone asks us a question, we must answer it. To give a correct answer, we need to understand this question.

Copywriting principle 14: length is strength.

Sometimes you think the copy is too long. Is anyone watching? But please note that sometimes "long" itself means effective. Edison said that because people are lazy animals, "as long as there is an opportunity, people want to avoid the drudgery of thinking." The principle that length means power is based on the idea that if an advertisement is long enough and contains a lot of reliable facts and data, it must be true. Therefore, many companies will spare no effort to list many customer testimonies, many award-winning certificates and many usage scenarios. Consumers may not have read all of them, but they will feel good. After all, so many people like it.

Third, the secret of advertising companies: sales skills that are not easy to try.

1. Advertisements must be concise and easy to understand.

Write something that chimpanzees can understand, simple and direct! Because people will only spend a little energy to see your advertisement, so you have to make your advertisement easy to understand. The more specific the words you use, the easier it will be for readers to understand. For example, "achieving financial success" is not as good as "your monthly income can exceed 30 thousand yuan!" "Want to make your body look more attractive?" Like "man! Do you want a muscular, rock-solid belly? "

The basic principles of simplicity are:

1) Use short words;

2) The shorter the sentence, the better;

3) paragraphs should also be short;

4) Use you more than me.

David ogilvy once warned: "Limit the number of words at the beginning of the first paragraph to no more than 1 1 words."

2. Consumers care about benefits, not functions.

Features: hand-selected high-grade seat leather;

Benefits: You can enjoy luxurious comfort in any climate.

Features: V 12 engine, 453 horsepower, displacement of 6.74 liters;

Benefits: Horses are foot-based and super reliable.

Features: bold and noble design, praising the goddess flying proudly on the hood;

Benefits: power, success and a sense of accomplishment.

Did you get a look at him? Functions are attributes, and benefits are what people can get from those attributes. It is the interests that tempt people to pay for it. People have been thinking about "what's good for me" when reading advertisements-what can I get from it? There is an exercise that can help you find the benefits of your product. In pairs, one person introduces the product function, and the other person just asks "good idea, but what can I get from it" and shows disgust. The first person should answer by saying, "The benefits you can get are …".

3. Put the biggest benefit of the product in the title.

Unless your title can help you sell your products, you will waste 90% of your money. David Ogilvy

You can't say "the new training will teach you business know-how", but "the new training will teach you to increase sales by 565,438+02% … otherwise, the fee will be refunded!"

You can't say "laetitia designed unique eyelashes" because the word "unique" is too vague, it can't create vivid pictures in people's minds, and it doesn't give potential customers anything to catch. You have to say, "A first-class eyelash designer will turn your eyelashes into the focus of everyone at the dance, and the price is beyond imagination!" Some people say that short titles are effective, but Ogilvy said: The longer the title, the more products you sell.

4.20 effective titles.

A good title should include four characteristics: egoism, news, curiosity and shortcuts. The following 20 titles have been tested, you just need to change them to your products.

1) is free. Free books tell you how to write magical advertisements.

2) brand new. The brand-new seminar teaches you to understand the mentality of online shoppers.

3) finally. Finally, there is a bakery that only uses organic sugar, flour, milk and eggs.

4) this kind. This new invention can stop attackers who have no black belt in karate.

5) notice. Note: Mary's crispy sandwich will set off a sandwich craze.

6) pay attention. "attention! Some dog beauticians tie the lasso around your pet dog's neck. "

7) The latest version.

8) Now. Now you don't have to endure the boredom of waiting for eyelashes.

9) Here it is. This is an old woman who defeated the robber with her bare hands.

10) these. These are authentic pizzas made by Italians.

1 1) Finally. Finally, a self-improvement seminar appeared.

Please have a look. "Look! Now you can buy cotton candy machines at wholesale prices. "

13). Introduce the only cold drink shop in this city that really uses fresh fruit.

14). How to sing like a singer in 90 days?

15) amazing. The effect is amazing, and you can lower your blood pressure by watching it.

16) is it? Do you know how to choose a good nail polish?

17) Would you like to? Would you like to exchange 2 yuan money for our famous pizza?

18) is that all right? Can you guarantee that your child will not be kidnapped?

19) If you. If you hate cleaning your swimming pool, this advertisement will bring you good news.

20) It starts today. "Starting today, your dancing skills can be improved by 97% ... if you follow the following principles."

5. 12 methods to attract readers to read advertisements

The title reads: "Finally there is a beauty salon that you can enjoy with peace of mind". This is the text of the advertisement. You can start the text of the advertisement like this:

1) Continue to explain what is mentioned in the title: Do you know what we mean by peace of mind?

2) Ask a question: Have you ever been tortured to death by an unprofessional beauty consultant?

3) To quote an authoritative source: Li Bingbing once said, if you don't invest in face, you should invest in lawyers.

4) Let them try it for free: Next time you meet a manicurist, take out your nail polish and smell it. ...

5) Challenge them to prove that what they sell is really useful: if you feel uncomfortable after using it, we will give you a full refund!

6) Start with a skeptical story: I hesitated when I first came into contact with this brand.

7) Tell other people's stories: "I've been looking for a companion beauty consultant, and now I've finally found it"-our client Mrs. Wang said.

8) Play the role of a reporter: A new beauty trend is sweeping the capital. ...

9) Personal communication with readers: A wrong beauty choice will completely destroy your perfect mood and even affect your performance at the party.

10) tells a dramatic story: one day a customer came to the store and asked for a refund. She was very angry! But you know, later she became our best friend.

1 1) gives a super detailed description.

12) tempt readers with a very short first sentence: don't you hate it? This is really annoying!

6. Get the recommendation from customers

How to get customers' recommendation? Ask for it! Just tell them that you want them to put forward their sincere views on your products or services. Explain to them that you will make a new advertisement, brochure, website, etc. If they like, you can print their photos next to their letters of recommendation. In exchange, you can give them some gifts or advertising products. Remember to ask the customer to sign a disclaimer "I authorize xxx to quote my words above, whether it is the full version or the edited version".

Let the other party take action

Advertising is sold through printed matter. This is the simplest definition of advertising. It takes two steps to motivate consumers to take action: making action easy; Ask the other party to take action.

Humans are lazy animals. If we can solve all the problems easily by pressing a button, then we don't want to do anything else. In fact, there are few things like buttons that can't provide convenience.

It's not just about advertising. In the era of mobile internet, this is all product design. Let consumers press a button to shop, open a door to become beautiful, and make a phone call to eat. ...

8. Establish a unique selling point

When people can't tell you from your competitors, they have no reason to like you better. Make sure your products or services are of high quality, otherwise you may lose potential buyers.

Don't just be an ordinary hardware store … become a "super hardware store"!

Don't just be a small pet shop … be a "pet world in a small shop"!

Don't just be an ordinary ice cream shop ... become the home of ice cream monsters!

Sometimes, developing your own unique selling point requires you to do things in a unique way, not just to create a popular buzzword. If you imagine a great selling point, but you can't reach that level, try to achieve it yourself.

Don't be content to be an ordinary member of this industry! Give yourself a new look, and then you will stand out.

9. Sales letter in questionnaire coat

What you need to do is to give potential customers a questionnaire and ask them five or six questions, which can include any information you want to know: how do they feel about your products or services, what do they think the price is, whether they are willing to buy from you in the next month or two, and so on. In other words, ask them some questions that will give you insight into their thinking process. Then, at the bottom of each questionnaire, write an attractive offer that customers can't refuse. It can be a 50% discount coupon for the next purchase, a voucher for free consultation or a gift certificate for the next consumption.

This approach is effective because he used:

1) People like to express their opinions on various things;

2) People like to be consistent with their previous attitudes. Now that we have supported it, we might as well support it a little more.

10.7 The most attractive picture.

Photos are the most striking type of pictures, attracting the most readers. According to popularity, the following seven types of pictures are the most attractive:

1) children and infants;

2) mother and baby;

3) a group of adults;

4) animals;

5) sports scenes;

6) celebrities;

7) food.

1 1. Make your advertisement look like news.

David ogilvy said that editorial advertisements have 50% more readers than ordinary advertisements. Schwartz called this technique camouflage, because its goal is to mix your advertisement with the news story published in the newspaper.

First of all, we should imitate the same font and picture size as newspapers (websites and WeChat pictures). For example, the title is "local hypnotist announces new method to quit smoking within 48 hours", and then all kinds of benefits are listed in regular advertisements, only expressed in the tone of journalists. One technique is to use quotations, such as "I thought I would never quit …" Finally, you should push readers to take action. "All you have to do is call ..."

It is found that the more advertisements are like editorials, the more readers stop to browse and read. David Ogilvy

12. Use coupons

If you put a coupon-like dotted line around your advertisement, can you stimulate people to buy it? Yes, you can. Moreover, the survey shows that age has nothing to do with the proportion of coupons used and income has nothing to do with it. The proportion of people with an annual income of more than $6.5438+0 million who use coupons is also 865.438+0%. Most people have a conditioned reflex when they see coupons and don't want them to expire, so they are willing to spend 50 yuan on gasoline and 45 yuan on coupons.

13. Long-term warranty commitment

If you set a one-year money-back commitment for your product, the buyer will relax and make a purchase decision more easily. Buyers feel vulnerable and it is not easy to make money. They need to boost their confidence. Even many successful advertisements promise "double refund for dissatisfaction". In the end, some people will take advantage, but these people are really insignificant compared to a large number of sales.

To your surprise, a longer warranty commitment can not only increase your sales, but also reduce returns! Why? Research shows that short-term warranty will make consumers take a return attitude and be more sensitive to the final return period. A longer warranty period will give potential customers confidence in the product, avoid the mentality of racing against time when using the product, and return it within a shorter warranty period.

14. Other important skills

? Don't use anti-white characters!

The first word should be enlarged!

Provide check boxes to encourage people to participate!

Say, "It's easy to order!"

Long articles are often more effective than short articles!

Using close-up pictures of faces will be very impactful!

Use professional artists!

conclusion

The logic of this book is actually quite confusing, with a lot of repetition before and after, and sometimes it even feels pieced together. But I patiently picked out the essence, because I can't say which one is helpful to your career and career.

The way to use it is to look at it page by page and think about whether it has anything to do with your own products. What if you switch to your own products and services?

Every time you need to do promotion and write an advertisement, just turn this book out and have a look. Maybe you will be inspired by generate!