Li Xinpin
Li Xinpin, a famous advertising person, female writer, and one of Taiwan's top 100 creatives. At the age of 19, he became the royal copywriter of Eslite Bookstore in Taiwan and was named the "Queen of Taiwanese Copywriting". He studied for a Ph.D. in Advertising at Peking University and was a visiting lecturer at the School of Journalism and Communication, Peking University.
This is one of my favorite copywriters, and when I am not inspired, I will go through her books and find different ideas every time. Li Xinpin's copywriting works are philosophical, knowledgeable, fresh and comfortable, and have a unique perspective, and there are always a lot of things hidden in them that you can continue to taste. At the same time, there is some shadow of "chicken soup for the soul".
Unfortunately, I never went to the Eslite bookstore in Suzhou
Li Xin sells books frequently/is mainly a promotional copy for Eslite Bookstore
Hemingway read the sea and discovered that life is a fish that takes a lifetime to take the bait.
Van Gogh read the wheat field and found art hiding behind the sun to cool off.
Freud read dreams and discovered a secret passage that led to the subconscious.
Rodin reads the human body and discovers beautiful coastlines that Columbus did not discover,
Reading Kafka, he found that the truth was halfway through
[Sprinkle flowers] [Sprinkle flowers]
Buy groceries for your lover and books for yourself
Leave the kitchen fire and head to the bookstore with a food basket to find new cooking ideas:
In the pasture of poetry, harvest a "Leaves of Grass" that can smell the wild fragrance;
Go to the Literary Farm and pick a copy of "Tomato" that has just been put on the shelves
………………
Place in a basket full of greens, bread and books
Get a small chaise longue in the kitchen and spend your time on the fire:
After reading Rabindranath Tagore's "Fruit Picking", the vegetables pickled in vinaigrette and olives should be delicious
………………
For every book you buy, we'll give you a freshly picked lemon
Let every piece of knowledge brought back from here smell of vitamin C as soon as it is dissected
[Sprinkle flowers] [Sprinkle flowers]
1,000 yuan can't buy a pair of eyes
But you can buy Bill Gates's eyes
1,000 yuan can't buy a psychiatrist a few times
But you can buy EQ wisdom that will last a lifetime
$1,000 to hire less than one trend consultant
But you can buy the future business opportunities of the popcorn report
Li Xinpin wrote a long love copy for Zhou Shengsheng. This paragraph is often regarded by netizens as the predecessor of Dong Yuhui's famous paragraph
We missed the touch of the first sunshine that was given to us only once in a lifetime, in 2000.
Then, we missed the fish road in Yangmingshan and the rhododendrons in spring.
Missed the summer eggs snowflakes ice and the waves of the north coast,
Missed Valentine's Day, when roses are in full bloom and candles are lit with happiness,
I missed the autumn autumn autumn maple leaves, and I missed your smile.
Dong Yuhui's name
Re-watching the following paragraph of Li Xinpin, it scared me. Taste carefully, this description of 1999 is very similar to today's era of self-media. I didn't expect her to be a prophet. [laughs and cries]
A.D. 1999, the Resurrection of Literature
[Sprinkle flowers] [Sprinkle flowers]
The elderly write nostalgia on the subway, and the office workers write cold and warm with their payslips.
The switchboard writes romances in the office, and the accountant writes the rise and fall with financial statements.
Doctors write about life and death on X-rays, and computer engineers write dreams on the Internet.
Street vendors write about life in the night market, and gourmets write about fun with recipes.
Workers write cities on scaffolds, and postmen write vagrants with addresses.
There is no literature at the desk, only the literature of firewood, rice, oil and salt.
[Sprinkle flowers] [Sprinkle flowers]
At the end of the century 1999, literature was fully revived
We need more fresh slices of life, human realities:
Need a poem about traffic jams in front of a red light,
A piece of prose that is cooked while cooking is required
Need a short story about the long black insomnia after the stock closes......
Dong Yuhui brought books and said a lot of classic copywriting, the most representative is "The Right Bank of the Ergun River".
"When I read this book, I was filled for the first time with a deep, unexplained but deep love for power, for life, for the forest, for the flowing water, for the fallen leaves, for the sun and the moon, for the breeze, for the moss, for the dancing shaman, and for the moonlight at night.
I want to see the mountains and forests, I want to feel the springs, I even want to see what the moss looks like, I want to touch the antlers of the reindeer, I want to have a friendly conversation with the people there......"
When selling "Chinese History Hidden in a Map", Dong Yuhui said:
"Heroes will die, cities will disappear, and all stories will pass away with the wind. But the earth beneath your feet will remain like legends, myths, heavens, and moons, brilliant and fascinating, just like your old friends, telling something.
[Sprinkle flowers] [Sprinkle flowers]
When selling the novel "The Moon and Sixpence", he would say, "Don't forget that in addition to the thorns that pierce the skin, there are actually poems and distant places that originally haunt you." ”
When "Alive" and "The Biography of Su Dongpo" were put on sale,
"In the face of difficulties like mountains, being alive is a kind of courage in itself. ”
"There is only one true heroism in the world, and that is to recognize the truth of life and still love it"
"Why is life unhappy, just because I haven't read Su Dongpo"
"Do two things before real luck arrives: the first is to accumulate knowledge, and the second is to love life and be kind to yourself"
In Dong Yuhui's language, what people see is not a "commodity", but a kind of resonance and communication. He often uses his own feelings to output the core and value of a book, which can affect your buying mood more strongly and intuitively, and make up for the difficult choice of our daily book purchase.
After all, it's really hard to buy a book on a regular basis. What type of books to buy?What kind of books to buy?Is the content worth buying?Is it a book you like............ When you buy a book on Taobao, you can't see the specific content of the book, and when you buy a book in a bookstore, you want to know a lot, but you find that you can't find the unsealed ......
At the same time, Dong Yuhui was able to quickly resonate with the collective emotions because he brought himself into the scene and touched the collective emotions with his own experience, such as the confusion and anxiety of young people, the mood of people who want to travel far away in the epidemic era, and people's simple desire for knowledge.
Li Xinpin and Dong Yuhui, after all, the times are different, and the ultimate object of service is also different, so I want both copywriters. As for assuming that both bring goods at the same time, I think it's a crowd breakdown.
Li Xinpin's copywriting is more full of women's thoughts and delicacy between the lines, and the details of life are more fully expressed. In addition, that era was an era of "very small bourgeoisie", so what exudes is a pursuit of life taste and mood. Relatively speaking, it may be more preferred by some girls. And because he is an advertising creative, Li Xinpin will be more careful when using words, and always has a strong advertising taste.
Dong Yuhui is good at using empathy to convince users that adults are all kinds of entertainment, all kinds of helplessness, the depression and helplessness of busy running, and the yearning for a better life. His copywriting shows a masculine temperament, which is thicker and more direct. At the same time, like Li Xinpin, he also brought "chicken soup for the soul" in it. But in this day and age, chicken soup is really delicious![laughs and cries]
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After reading Dong Yuhui's copywriting, I understood why Yu Minhong asked him to be the vice president of culture and tourism