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Chapter 878 How do we choose

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    ?

    ——"Our Xinjiang specialty raisins, almonds, beef jerky, pistachios, Cynomorium, Kunlun jade, various jujubes, apocynum, camel milk, we have a lot of things here, which one is better?"

    ——"I think it must be special, not available in other places, so that we can have an advantage."

    ——"Express delivery is our biggest disadvantage here. I think the main reason is that we don't have high requirements for express delivery."

    —— "Will Kunlun jade customers worry about authenticity?"

    ——"Then let's choose something special, something to eat. The price must be cheaper than the supermarket, right?"

    ——"Then according to what you said, there is no choice. What can't be bought online now?"

    ——"What's on the Internet may not be true!"

    ——"How can our family be sure it's true?"

    Once the discussion started, Chu Lihua liked the lively atmosphere very much.  But why does it all feel like an argument?

    Chu Lihua clapped her hands, motioning for everyone to be quiet.

    ——"I have an idea, why not, each of us thinks about one thing; then write its selling points and copywriting, and then we will do a closer screening."

    ——"I agree with this, it's just that you didn't finish talking about how to write the copy just now?"

    Chu Lihua laughed dryly, "Didn't this suddenly bring the topic up here? Well, let me continue now. We should have just talked about good taste, good art, and good writing, which can become good  sell.

    So how did these three good ideas come aboutor should I say how did they come up with it?

    We mentioned earlier that language, text, and video are actually just the appearance of copywriting. They all serve a higher-level goal and a larger set of logic. If you clarify what that goal and that set of logic are, you can also make it clear  How good copywriting ideas come about.

    In our imagination, since you are an advertising creative, your daily job is to come up with ideas, or according to the advertising industry, to come up with an idea.

    What is the idea?  In our imagination, there are golden sentences and punchlines. It seems that advertising creative personnel just think hard, and then suddenly come up with a wonderful advertising sentence.

    ? In fact, when it comes time to consider the words and sentences, the advertising creativity has come to an end. The real start of advertising creativity is much earlier than writing copywriting and thinking about golden sentences. In fact, opinions are more important than sayings.

    The first time I personally experienced this matter was that I had just been in sales for a few months, and sales had to do copywriting.

    At that time, I was editing a copy for a client about a gold-painted enamel bowl. In layman's terms, it was a text advertisement after telemarketing.

    'Cultural inheritance', 'history', 'selling points', 'later placement value, appreciation value', etc., I have to take all aspects into consideration.

    Moreover, the real thing is much tighter than the photo, how can I describe it?

    In the end, I happened to watch a video promotion about the Forbidden City, so I made up a catchy doggerel and sent it over,

    I can't remember the content of the poem now, but I remember that I contacted the Forbidden City, and within a few minutes after the message was sent, the customer asked me to deliver it to my door.  You can rest assured that you not only want the enamel bowl, but also want to meet me.

    So, I started my first business trip.

    Because my poem is actually a copywriting, the client had already been waiting for me at the station early in the morning when I was still on the train.

    It is conceivable how eager he was to see me and the enamel bowl that fascinated him as soon as the copy was written.

    Haha, I'm not bragging about my own literary talent here.  What I want to say is that sometimes, the purchase really happens on the copy that touches the heart of the customer.

    You see, idea is not as simple as finding a good statement. Later, I read a book on copywriting, which summarized an 'idea pyramid'.  A good advertising idea requires three layers of thinking: strategic idea, creative idea and execution idea.

    At the top of the pyramid is the strategic idea. What kind of cognitive change does your advertisement need to make users achieve?  Because cognition can be transformed into specific actions. In other words, strategic idea is what you want users to do, that is, to find a 'solution' for users.

    In the middle of the pyramid is the creative idea. What does your advertisement need to make users perceive in order to achieve cognitive change?  In other words, a creative idea is what kind of 'view' you want users to have.

    At the bottom of the pyramid is the implementation of the idea, that is, the specific expression.  In other words??, implementing the idea is the 'statement' you are looking for.

    Statements serve opinions, and opinions serve methods.  Only from top to bottom, first understand what the strategic idea and the creative idea are, and how to express it will become meaningful.

    Having said that, it may sound a bit abstract, let's give an example.

    For example, when the holidays come, the brainwashing money will come out to everyone, "This year's holidays will not accept gifts, but only brain money will be accepted for gifts."  While the ad bored everyone, it was also a huge commercial success.

    If we only analyze this advertisement from the perspective of implementing the idea, we will not understand at all what is so great about this advertisement.  If you use the 'idea pyramid' to analyze, you will find that the most powerful part of this advertisement is a great strategic idea.

    The previous health care products told everyone that our product is particularly effective. It can supplement calcium, iron, zinc and selenium, and vitamin abcde.  Naomoujin's strategy is to no longer try to promote its own health benefits, but to emphasize its gift attributes.

    Sell ??health care products as gifts.  This is the creativity generated from the level of strategic ideas.

    So what is a creative idea?  You should pay attention, the advertising slogan of Nao Mou Jin is not "gifts only give Na Mou Jin" but "receiving gifts only Nao Mou Jin".  I don't like either, I just like Nao Moujin.

    Creative ideas serve strategic ideas, and execution ideas serve creative ideas.  The animations of Nao Mou Jin's advertisements all show how happy the recipient is when they see the gift.

    Advertisements may seem vulgar, but they are actually just imitating folk proverbs, and it is easier for everyone to remember and spread them when they are written as jingles.

    Later, the advertisement was changed to sing the slogan of the advertisement, and the band they invited to sing was the "Ziyue" band, which was the most "quyi style" and "folk style" rock band in China at that time.

    Let’s put it aside for now, at least in terms of communication, from strategic ideas to creative ideas to execution ideas, Naojin’s advertising goals are clear, well-organized, and well-executed. It can be said that a successful campaign has been completed.  spread.

    Of course, the reason why I analyze it is also because Shi Yuzhu, a grassroots counterattack, has always been my idol.

    Actually, I have a lot of idolshaha.  "(Remember this site URL: www.hlnovel.com
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