文案写作101: 6 Traits of Excellent Copy Readers Will Remember

Mad Men各地的粉丝都记得关键的第一场景，我​​们了解到唐·德雷珀（Don Draper）在他的工作中有多才华。

Faced with an almost-impossible copywriting task, he rose to the occasion to solve a huge problem for his client, Lucky Strike. In spite of research warning customers of the dangers of cigarettes, Draper delivered the iconic slogan -- "It's toasted" -- to differentiate the brand from its competitors.

Now, we definitely aren't advocating for smoking cigarettes (or many of Draper'shealth choices）。但是，无论是否虚构，您都不能否认该标语的记忆力和吸引力。

当您看到它时，很容易识别出良好的文案写作，但是实际上，有几个特征确实将出色的写作与包装的其余部分分开。想认识他们吗？在下面阅读以找出答案。

What is copywriting?

文案写作is one of the most critical elements of any and all forms of marketing and advertising. Copywriting consists of the words, either written or spoken, marketers use to try to get people to take an action after reading or hearing them.

文案写作is like a call-to-action, but on a bigger scale: Copywriters are trying to get people to feel, think, or respond -- or, ideally, to Google the slogan or brand to learn more about the campaign. And where a blog post like this one has the luxury of hundreds of words with which to make a case, copywriters only have a few words to make their case.

But short and sweet isn't the only characteristic of good copywriting. Keep reading to learn more characteristics of truly memorable copy.

6个良好文案的特征

1)它倾斜你的教谕ive.

Sometimes, all a message needs to break through is a slight shift in angle. We've grown so accustomed to blocking out marketing messages, we don't even see them anymore. One of the most powerful things a copywriter can do is break down a reader's guard with an unexpected approach. Every story has a myriad of angles -- your job as a copywriter is to find the one that resonates.

This ad from Sage Therapeutics pressing the importance of talking about postpartum depression works because instead of asking readers to care about something they don't know, it puts them in the position of experiencing the struggle that mothers suffering do. Did they miss some readers who quickly passed by the ad thinking it was for adult pacifiers? Most definitely. But the ad resonated that much more thoroughly with those who read it.

下次您坐下来写作时，请尝试这种方法。不要把话题亮起来。相反，请问自己为什么重要。每次写下答案时，都会挑战自己以进一步推动它。找到您的信息背后发生的更大的故事。

2) It finds connections.

1996年，史蒂夫·乔布斯（Steve Jobs）将猫从包里出来。他是与来自Wiredon the topic of creativityand explained:

“创造力只是在连接事物。当您问创意人士时，他们如何做某件事，因为他们没有真正做到，他们只是看到了一些东西。一段时间后，他们似乎很明显。”

Let's say you have to write an ad for a new pair of sneakers. You could take the assignment head on. You could write about the elasticity of the shoe's sole or the lightweight design. Indeed, many have. Or you could put all of that aside and instead draw the connection between the product and the experience it evokes.

Source:Pinterest

有两件事是发生在这个广告。首先,有限公司py recognizes that for many, running isn't about running at all -- it's about solitude, peace, and restoring sanity to an otherwise hectic life. Second, not only does Nike connect the ad to the experience of running, it actually connects to the sound that those shoes make as they hit the pavement.

该广告是关于一个人的生命的复杂性消失，并被简单性和清晰度所取代。随着副本的进行，简化的句子和副本的复杂性被简单而有节奏的单词敲击逐渐取代：跑步，运行，运行，运行。同样的节奏听到了何时他们的脚步消失了。That'sconnection.

3) It has a stunning lead.

The following are all headlines or leading sentences fromUrban Daddy，基于电子邮件的杂志吸引人们注意新产品，体验和餐馆。

• “六天。这就是您的身体65％的时间 turkey."
• "There are 8,760 hours in a year. And just one hour in which a stand will be dispensing gratis latkes with homemade applesauce and sour cream in Harvard Square. Yeah, it’s not fair. But 60 minutes is 60 minutes."
• "Ewoks. Talk about living."

What's common among each of these leads? They make us want to read the next line. I mean, seriously, how much do you want to know那个ewok的事物在哪里?

There's an adage in copywriting that's loosely credited to copywriter and business owner Joe Sugarman, which roughly states that the purpose of the headline is to get you to read the first line. The purpose of the first line is to get you to read the second line, and so on. In short, if your first line doesn't enthrall your readers, all is lost.

4) It is born out of listening.

看到其计划在大波士顿地区开设另一个体育馆的计划，局外人可能称哈灵顿家族有点疯狂。该市场已经融入了健身房，其中包括一种新的豪华品种，这些豪华品种似乎正在为最华丽的特权而战。该地区的健身房提供按摩服务，冰沙酒吧和私人教练的舰队。而且体育馆不会有任何东西。

What didGymIt有？对其核心受众的理解。在推出新健身房之前，该品牌聆听了其主要的体育馆市场。对于体育馆的目标市场中的许多 have,但是带来了很多行李 - 即昂贵的价格和过于复杂的合同。

Gymit决定简化为主要关心进入和锻炼的人们的体育经验。该副本在其发布活动中及其营销材料都反映了这种理解。

在an older blog post,CopyBlogger's Robert Bruce put this nicely. "Humble yourself and truly serve your audience, listen to their needs and desires, listen to the language they use," he said. "If you listen carefully, your audience can eventually give you everything you need, including much of your copy. Get out of their way."

5) It avoids jargon and hyperbole.

Groundbreaking. Revolutionary. Business Solutions. Targetable Scale. Ideation. Evidence-based approaches. Industry-wide best practices.

Have I lost you yet?

当作家努力地传达其公司，产品或服务真正特别的东西时，他们有时会落在行话或夸张上，以强调他们的观点。bob全站app事实是，好的文案不需要打扮。良好的文案写作应该用人类的话语与读者交谈。

This isn't to say you should never celebrate awards or achievements. Just be direct in the way you解释那个成就。此主页来自Basecampdoes a nice job of highlighting its popularity in concrete terms.

6) It cuts out excess.

Good writing gets to the point -- and that means cutting out excessive phrases, and rewording your sentences to be more direct. In an ad celebrating its "academic" readership,经济学家嬉戏地在下面证明了这一点。

How do you rid excess words from your writing? It's half practice, half knowing where to cut. Thisarticle from每天写作技巧is one of the most effective summaries I've found on precise writing. Included in its tips:

• Reduce verb phrases:例如，“结果”暗示“结果暗示”这一事实。
• 将word的短语减少到单个单词：您可以更改为“进入”。另一个示例：“由于“因为”而变成“因为”。
• 避免模​​糊名词：围绕“在“混乱句子”主题的“ in the of”或“ of”之类的通用名词形成的短语。
• Read the full list of brevity tips here.

在general, if you can afford to cut without losing the meaning of a sentence, do so. Push yourself to strip down your word count. Turn 50-word homepage copy into 25, then push yourself again to make that 25-word sentence into 15 words. It's not about brevity so much as it is about making sure every word counts in your writing.

Since my last point was about getting to the point, I'll keep this brief:Words matter. Every time you sit down to write an ad, web page, video script, or other content for your company, you have the opportunity to break through to people. Find those opportunities in your marketing and make sure that you've made the most of them.

Editor's note: This post was originally published in November 2017 and has been updated for comprehensiveness.