Good copywriting does not rely on inspiration, but traces to follow, which comes from the in-depth insight and refinement of brands, product consumers, and culture.
(1) Brand culture concept. That is, to directly express the ideals or ideas of the advertiser. For example, Haier Group's advertising slogan, Haier, sincerity forever. Affectionately expresses the purpose of the advertising subject to regard the customer as God and always be responsible for the user.
(2) Brand positioning. That is, to accurately grasp the consumption psychology and consumer culture of consumer groups. For example: Goldlion's advertising slogan, Men's World. They have positioned their products as successful and well-known men, and have persevered over the years to finally become the best in men's clothing, and this advertising slogan accurately reflects the market positioning and core values of Goldlion.
(3) The scale and strength of the brand. If the brand has a certain status in the industry, it is also a good communication concept. For example: Bosden has always claimed that it has been leading in sales for N consecutive years.
(4) Brand historical allusions. A brand allusion can also be a good communication concept. Especially for some long-established brands, digging up allusions for communication is an effective method. For example, Tsingtao Beer, which began in 1902. Time-honored brands must pay attention to refining their own concept of time.
(5) After-sales service support. Same service, but with a good concept that reinforces the good impression of the brand. For example, the five-star service proposed by Haier has also made a lot of contributions to its sincerity and eternity.
(1) Raw materials of the product. For example: Luhua peanut oil, selected high-quality peanuts in Shandong, etc., this kind of product with strong regional characteristics to refine the regional concept is obviously a very effective method.
(2) The external performance of the product. For example, there is a ring at the bottom of a good battery, and Nanfu battery gives consumers a simple identification method through a ring at the bottom, so that consumers can associate high-performance batteries when they see that ring.
(3) Product function selling point. For example, the microwave slogan simplifies tedious cooking to the limit with just one touch. With only one word, the outstanding feature of the microwave oven is vividly expressed.
(4) Product price advantage. For a brand with a price advantage, careful application of price can also be a good marketing communication concept.
(6) Production technology. Sometimes, when a new technology is applied to a product, it needs to be conveyed with a concept that is obvious to the consumer. Sometimes, a simple improvement in technology can be a concept tool for marketers. At the same time, it is best to express it in the form of numbers, the more specific it is, the stronger the sense of trust.
It is necessary to gain insight into the hearts of consumers and hit the needs of consumers, which are not only material, but also psychological, emotional and even the value of life.
(1) Consumer positioning, directly tell consumers their own positioning, through the appeal of some personalized concepts, reflect personality, and attract the attention of the target group. The choice of the new generation (Pepsi), the choice of men (shirt slogan).
(2) Consumption feelings, that is, starting from the experience and interests of consumers, reflecting the responsibility for consumers.
(3) The social creed that consumers agree with is easy for consumers to accept the brand while agreeing with the advertising slogan. For example, good things should be shared with good friends (Mak Coffee), and if you want to do it, you should do it best (backgammon).
(4) Psychological benefits, psychologically appealing to the benefits brought by the product, is also a way to attract the attention of consumers. In particular, homogeneous products are very effective when it is difficult to find the unique selling point of the product. For example: Sweet as a hug (Alpine milk candy).
(5) Eliminate the misunderstanding of consumers, generally used for new products, at the beginning of the market, to dispel the original misconceptions of consumers. For example: Bausch & Lomb Tai, very comfortable (eyewear advertising slogan).
(1) Good wishes. That is, to express sincere blessings and wishes to consumers. For example, De Beers Diamond's advertising slogan says that diamonds are forever and last forever. It not only shows the true value of diamonds, but also makes it easy for people to associate diamonds with love, expressing their wishes for the purity and longevity of love.
(2) Situational picture style. That is, to imagine an environment that can produce a blend of situations. For example, the advertising slogan of Mai's Coffee is dripping fragrant and unfinished.
(3) Puns. That is, with the help of the homonym or ambiguity of the brand, give it a new connotation. For example, the advertising slogan of Intel computers gives computers a galloping core. The use of chips to imply the heart is a pun that highlights the brand.