In the Internet age, we spend a lot of time on mobile phones and computers every day. The Internet has improved the speed of social interaction, study, office work, and entertainment, making the world within reach.

If you don’t have time to visit the mall, you can go to Taobao and click to enter the major e-commerce pages. The product information you care about will be in the copy of the product details.

On the way to and from get off work, you can see all kinds of posters and billboards in the subway and outdoors.

When I got home and turned on the TV, an advertisement was playing on the screen.

I took out my mobile phone to browse WeChat, and the H5 page of a certain brand went viral in the circle of friends...

You must be familiar with the above scenes. They are all scenes where copywriting occurs, but they are not All scenes. Copywriting enters our lives through the tentacles of the Internet, wrapped in colorful colors and various voices, and becomes a part of our lives.

In the previous notes, before copywriting creation, we should think from four directions to form a general idea for copywriting creation.

The four directions are what to say (the goal of the copywriting), who to say it to (who are the target groups), where to say it (the form of copywriting expression?), and how to say it (copywriting methods and techniques).

1. Where to say it (copywriting application scenarios).

1. The application scenarios of copywriting can be roughly divided into online and offline. First of all, from an online perspective, advertising on TV stations, placing ads on websites and video programs, pushing ads on major mobile apps, and posting soft articles through WeChat and Weibo are all online applications of copywriting.

2. From an offline perspective, posters on the subway, giant outdoor billboards, advertising patterns printed on buses, and even leaflets distributed on the streets are all offline applications of advertising.

The online application scenario is in line with modern people’s habit of surfing the Internet. Its network is highly time-sensitive, fast and convenient, and it also facilitates the dissemination of copywriting.

Offline application scenarios use fragmented time in life scenes to build people's awareness of the brand.

The two application scenarios are subdivided into different application scenarios, so how to determine our copywriting application scenarios, that is, delivery channels?

Here you can refer to dating. If you want to pursue your male god or goddess, you need to understand the other person’s preferences, such as what he/she likes, what he/she likes to do in his spare time, if he/ She likes to watch movies and visit science and technology museums, so don't give priority to asking him/her for coffee. This is called giving in to others.

Similarly, based on our copywriting goals and the characteristics of the target group, we can specifically select the application scenarios for copywriting.

Recall the previous notes, the characteristics of the target group can be analyzed from the crowd tags and behavior tags.

Population tags include gender, age, region, education level, occupation, income level, etc.

Behavior labels include habits and hobbies, value preferences, what you admire, what you reject, etc.

2. How to say it (copywriting methods and techniques)

When you are studying, the teacher will teach you the framework of an argumentative essay and the formulas for solving math problems. Entering the real world, you will find that the business community has its own rules, there are techniques for speaking and doing things, and even love has its own "routines."

Behind these techniques and methods are deeper principles, but abstract concepts or principles are not easy to understand and apply, so people summarize and refine them into specific methodologies.

The basic elements of copywriting are text and pictures. The properties of text and pictures are to convey information, which is also the purpose of copywriting.

With the development of science and technology, the combination of text and pictures has begun to diversify. The forms of expression can be divided into static and dynamic, and can also be divided into long copy and short copy.

Static is the form of text plus pictures, such as product details copy and outdoor billboards. However, due to the development of network technology, many such copy now have music or even voice narration, such as some H5 page.

The form of dynamic expression is the form of video. For example, many brands' advertising videos contain continuous stories, such as the development history of the brand and the story of the brand founder.

Long copy and short copy are easier to understand. Copy with many words and long length is long copy, and vice versa is short copy.

For short copywriting, such as poster copywriting, we have provided 3 creative ideas in the previous notes, which can be applied to titles. They are: relevant to you, user-feeling, and expressing ideas.

1. Relevant to you. There are two applicable sentence frames: 1. Selling point + profit point. 2. Use tags (crowd tags, behavior tags).

2. Solve pain points. There are two sentence frames that can be applied:

1. Pain points + solutions. 2. Digital + Solutions.

3. Express ideas. There are two applicable sentence frames:

1. Borrow character images (customer images, employee images).

2. Golden expressions (famous quotes, classic lyrics, classic movie lines, fixed complex sentences, etc.).

The above three frameworks can also be applied to the titles of soft articles. Next, we will introduce the other three ideas for titles. They are: create contrast, satisfy curiosity, and stimulate emotions.

4. Create contrast. There are three applicable sentence frames: 1. Normal + abnormal. For example, "He loves food, but he doesn't have a kitchen at home."

2. Before + After. For example, "Learn these 5 super organizing techniques, necklaces, rings... no matter how many more I have, I can find them in one second."

3. Target group + similar people. For example, "You are still chatting on WeChat, and they are all learning English on their mobile phones."

The focus of creating contrast is to create strong contrast and make the title dramatic. The stronger the conflict, the more attention it will attract.

5． There are three sentence frames that can be applied to satisfy curiosity:

1. Brand-new concepts, mainly using some unfamiliar vocabulary to arouse people's intuitive curiosity.

2. Use "how" and "why" sentence patterns to arouse people's cognitive curiosity.

3. The sentence pattern "You know...you may not know" arouses people's curiosity about the information gap.

6. Stimulate emotions There are four main emotions that are stimulated, namely joy, anger, sadness, and fear. Stimulate emotions and cause readers to scream, thereby stimulating and prompting people to forward it.

In previous notes, I mentioned that advertising often exploits the two emotions of joy and fear. The former is to make users pay for the beautiful and joyful emotions conveyed by the product, while the latter is to mobilize users. Fearful psychology, if you don’t buy this product, bad situations may occur to stimulate users.

Sadness and anger are less commonly used, but they can be used appropriately when many hot events occur, depending on the specific situation.

The above 6 points are the six thinking directions for copywriting titles, which specifically correspond to 2 or 3 types of sentence frames.

However, please note that the technique serves the content, and the title should be consistent with the text. Otherwise, it will deceive the user's feelings, waste the user's time, and leave a bad impression on the user.

The business purpose behind the copywriting is to sell, but whether we are selling products or services, we must respect our users and be honest with our users. Only then can we build trust with our users, which is important for the development of the brand. Crucial.

For long copywriting, after writing the title, what content should be written in the main text and from what angle should I start? Tomorrow’s reading notes will continue to analyze.

Finally, today I would like to share a quote from Natsume Soseki:

Although the world is difficult to live in, try to choose the way you like best. See you tomorrow~