1, in a word, advertising is deeply rooted in people's hearts.

The most important thing in advertising is not to feature the bottom line: for example, many catering bosses cook clean dishes and never use waste oil, so health comes first! On the other hand, you are the caterer. Isn't that the bottom line you should do?

There are some similar things, such as business promotion, price jump, loss-making sales, clearance in the last three days and so on. Many people regard the bottom line as a feature and seem to have moved themselves to tears, but customers are indifferent and will not buy it at all!

The common mistake people make is always trying to tell others how good their products are and how good your services are!

A good advertisement is not a description of the product function, but awakens customers' memories and makes them associate!

Then I'll give you two chestnuts first

Melatonin: No gifts this year, just melatonin.

Advantages: it doesn't mention the characteristics of the product itself, but it solves your gift-giving troubles. It's not a health product, it's a gift

Jiaduobao: I am afraid of getting angry and drinking Jiaduobao.

As we all know, drinks are for drinking and their function is to quench thirst. What should be emphasized is actually the taste. However, Jiaduobao never emphasizes the taste, but emphasizes getting angry. Everyone has had an angry experience. Jiaduobao awakens the painful memories when you are angry, so it is not a simple drink, but a preventive drink when you go out to get angry.

Chinese stand-up collar: I only wear Chinese stand-up collar at critical moments.

What is the critical moment? For example, an appointment, an important speech and an important client may be the most important moment in your life! Then how to dress, will be very distressed to think, and then it will create a scene for you, wake up your memory of important moments, so it is not just clothes, but general supplies for important occasions.

Summary: The good attributes of goods are not your selling points, but your bottom line. Awakening the memory in customers' minds and making them associate is the killer of advertising!

2. How to write an activity copy

Anyone can write, but writing doesn't mean writing a copy. Many people can only call it a narrative, not a copy. Repeated battles and defeats are narratives, and repeated battles and defeats are copywriting. I want to sleep with you is a narrative. I want to get up with you. It is a copy. The book I read when I sleep is a narrative. It's a copy of me when I was asleep. Of course, these are just jokes.

But this era must be rational. If it is irrational, it must be emotional. If it's not emotional, it must be sexy. If you are neither rational nor emotional nor sexy, then you must learn to express. All expressions are not flattering, but stimulating business with words and impressing people with copywriting.