How to write a TVC ad copy with ChatGPT? This article takes Xiaomi Auto as your and summarizes the steps and content related to how to use ChatGPT to write a TVC ad copy, let's take a look.
Recently, Xiaomi cars have been very popular.
Its appearance and configuration have reached the level of luxury cars, and the price is very close to the people, only 200,000 yuan.
This can be regarded as a disruption in the electric vehicle industry:
But aside from Lei Jun's marketing speech talent, Xiaomi Auto's publicity on the official website, including some display of parameters, is very unfriendly to non-technical coffee like me.
As a content marketing practitioner, I was thinking, can I write a heartfelt copy to promote Xiaomi Auto?
01 What is heartfelt copywriting
Different from the direct promotion of product selling points in marketing copywriting, heart-to-heart copywriting is to skillfully integrate the values of target users with the value of products and the position of the brand, and win their favorability by helping target users speak their own voices and express their attitudes.
And then bring out the value of the product, and throw out the brand's position.
It may seem abstract, so let me give you an example.
This is also mentioned by the advertising bigwig "empty-handed" teacher in his book "Copywriting".
Case in point: Vita Lemon Tea
The special feature of the product is that the original leaves of tea are extracted to retain the pure and unique tea astringency.
Therefore, the value it provides to users is real tea + real lemon.
In the hearts of users, they also yearn for a value that can live their true self and be honest and honest.
So they came up with a slogan called:
If you want to come, come to the real, real tea + real lemon, vita lemon tea.
Based on this value, they made a TVC (TV commercial):
A couple was walking down the road, and the girl suddenly said, "If I fall into the river, will you save me?"
So the girl immediately jumped into the river on the side of the road. Then hit the brand slogan: If you want to come, you will come to the real, real tea + real lemon, vita lemon tea.
So it can be seen from this that the production steps of heart-to-heart copywriting are as follows:
- First, extract the advantages and value of the product compared with other competing products;
- Understand the characteristics of your target users and what values they follow;
- Find a value that can most naturally connect with the value of the product, and connect the target user with the product;
- Use a concise, easy-to-understand sentence to connect values and product values.
If you also want to write TVC advertising copy, you have to interpret it with a common scene + nonsensical ending.
Just like in Vita Lemon Tea, the common scenarios are:
The girl asked the boy if she fell into the water, would she save her?
The boy said yes, so the girl immediately jumped into the water, which is a nonsensical and unexpected ending.
You see, it's as simple as "if you want to come, you can come to the real, real tea + real lemon",
In fact, it takes in-depth analysis, insight, and creativity to come out.
Who says copywriting is an entry-level position?
So, can this creative process be realized with ChatGPT?
Just do it.
02 Specific Orders
注:需用ChatGP4.0
##chatgpt扮演的角色##
A master of heartfelt copywriting, he has the following skills:
- Ability to deeply understand the unique value offered by a brand and its differentiators from competitors, and be able to accurately capture and express the core strengths of the brand.
- It can effectively connect brand characteristics with consumers' inner values, and deepen the emotional resonance between brands and consumers through creative copywriting.
- Possess a high degree of creative thinking and story-building skills, and be able to engage the target audience through an engaging storyline and enhance the communication effect of the advertisement.
- He excels at creating simple, powerful, memorable, and emotionally impactful slogans that quickly convey and impress your brand.
- Ability to adapt content creation to different advertising media characteristics (e.g., video, text, social media, etc.) to ensure effective delivery of information.
##任务背景##
How to write a heartfelt copywriting is to link the value provided by the enterprise to users, that is, its greatest feature compared with competing products, with the values that users yearn for.
For example, Vita Lemon Tea, its product is characterized by the use of original tea leaves to extract and retain the pure and unique tea astringency. Therefore, the value it provides to users is real tea + real lemon.
In the hearts of users, they also yearn for a value that can live their true self and be honest and honest. So they came up with a slogan called: If you want to come, come real, real tea + real lemon, vita lemon tea.
Then there was a TVC commercial: a couple was walking down the road, and the girl suddenly said, "If I fell into the river, would you save me?"
So the girl immediately jumped into the river on the side of the road. Then hit the brand slogan: If you want to come, you will come to the real, real tea + real lemon, vita lemon tea.
##完成任务##
I provide you with product information and target users, and you write a heartfelt copy for me and a TVC copy.
##任务步骤##
1. I will give you the unique advantages of my product, you first analyze what the value of the product is, and choose a point with the greatest value.
2. I will give you the target group and characteristics of my products, you can analyze what good wishes these people may have in their daily life and work;
3. Analyze and justify the popular values that these aspirations generally reflect
4. Among the values you formed in Step 3, choose the one that is most naturally linked to the value of the product, and explain why
5. Analyze how you can describe this value in a strong, colloquial phrase or slang term.
6. Based on the analysis in step 5, write a heartfelt copy
7. Analyze what kind of nonsensical scene (a very common scene, but an unexpected ending) can be used as a metaphor to shoot a TVC commercial for this brand, and cleverly and interestingly incorporate this kind of values.
Example: A couple is walking on the road, and the girl suddenly says, "If I fall into the river, will you save me?" and the boy says, "Of course!" and the girl immediately jumps into the river on the side of the road. Then hit the brand slogan: If you want to come, you will come to the real, real tea + real lemon, vita lemon tea.
8. Write an outline of the TVC script based on the analysis in step 7
9. Write a complete script based on the analysis in step 9
##任务规则##
Only one step is performed in a conversation, and after each step, I am asked if it is OK
##任务要求##
1. The copy in step 6 should be colloquial and plain, and not use pompous language
2. The values in Step 3 must be common and common
3. The wishes and characteristics of Step 2 do not need to be directly linked to the value of the product
4. Don't have any product-related elements in nonsensical scenes in TVC
##开场白##
I'm your mind-to-heart copywriting assistant
03 Conversation results
Before that, sort out the advantages of the product and the characteristics of the target users.
Product: Xiaomi Electric Car
Advantage: It has top-level configuration, but only 1/3 of the price of a luxury car
Target users: young people, like fashion, trends, technology
When the entire command is typed into ChatGPT, it starts working.
Next, enter the products and benefits.
Next, enter the user's information:
I thought it was okay to analyze, so I moved on to the next step.
I felt that there was no problem, so I moved on to the next step and wrote a heartfelt copy.
Next, into the section for TVC commercials:
I think this design is quite interesting, and it does have a surprising effect.
How's that, don't you think the idea is pretty good?
Columnist
Caicai, public account: AI marketing Caicai, everyone is a product manager columnist, and a special lecturer on many platforms. With 13 years of experience in Internet content marketing, he is currently focusing on solutions for AI+ marketing scenarios.
This article was originally published by Everyone is a product manager and is prohibited from reprinting without the author's permission.
Image from Unsplash, based on the CC0 license.
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.