There are two kinds of people in the copywriting circle that are more powerful:
one is a person who has been a marketing and then a copywriter, and the other is a person who has been a writer and then is a copywriter. David Ogilvy, who has sold mops, and Neil Frankie, who “sell yourself”, belong to the first type of person; Kaoru Koyama, the screenwriter of “The Enchanter”, and Joseph Hugh, the author of “Copywriting Training Manual” Geman belongs to the second kind of person.
We are not encouraging to compete with them, but to illustrate the importance of life experience. Wei Jiadong, the author of “Super Copywriting Methodology”, has been a marketer, a writer, and a popular V. His resume reveals a sense of “unclear and fierce”. I heard that Wei Jiadong has written a book about copywriting, and I look forward to it.
Receive the electronic version and open it quickly. When I read it carefully, I thought of several military terms inexplicably. Amazingly, these few words are the golden key to open this book.
Trench warfare
What is a trench? It is the starting point and the end point, marketing and branding.
Every attack must start from marketing and branding, and ultimately return to marketing and branding. If you leave the trench but do not return, then the battle will be completely lost.
Many copywriting methodologies are obsessed with creativity and lack the concept of trenches. Without trenches, they will lose their position and be blasted to ashes by the “artillery fire” flying in the market sooner or later. First dig the trenches for marketing and branding and then organize copywriting firepower. This is the foundation of Wei Jiadong’s “super copywriting methodology”.
Barrett heavy sniper rifle
In an era when traffic exploded and fragments splashed, ordinary light weapons couldn’t penetrate or hit accurately. This book teaches you how to use the Barrett heavy sniper rifle to solve the fundamental problem with the most accurate bullets.
Super copywriting is “heavy copywriting”, and super copywriting is “heavy copywriting”.
Wei Jiadong said in the book: Brand marketing cognitive thinking is the beginning of the change from “light copywriting” to “heavy copywriting”, and what I call “heavy copywriting” is that the copywriters have a deep understanding of brand marketing, and then output it. Copywriting.
”Heavy copywriting” is super copywriting thinking. Where is “heavy copywriting” important? Contagion, insight, impact, and sales. I think the detailed disassembly of these “four forces” is the biggest highlight of the book.
Without trenches, there would be no safe sniper points. If you don’t learn to use the “heavy copywriting” of four forces, you will not be able to establish a battlefield advantage.
Butterfly bomb
Don’t be led by cases, super copywriting methodology is the key point. The reason for saying this is that the cases in the book are too dense. Each point of view is exemplified by more than three cases. The methods themselves are also intensive, including large methods, medium methods, small methods, and various small tips and small knowledge.
The cluster bomb of the case, the cluster bomb of the method, did not draw on some advanced theories, and did not make up the concept of mystery, simply cite the case and explain the method.
I always feel that this is not like a book, but more like a syllabus. In fact, this is the “textbook braving the gunsmoke”! The content comes from Wei Jiadong’s years of practical experience and his teaching accumulation in various prestigious schools.
How to upgrade the professional competence of copywriting? There are models, formulas, and diagrams in this book. “First practice, learn the system, and output.”
Advertising is also a battlefield for words. Dig trenches, use heavy snipers, and have cluster bombs! “Super Copywriting Methodology” is not a real CS, but should be used in the daily work battlefield.
There are many best-selling copywriting books, but few long-selling copywriting books. “Super Copywriting Methodology” is expected to become another long-selling book. The idea it conveys is that copywriting is not just advertising copywriting, but the insight, creativity, expression and action results of every communication in the business society. Copywriting is a core element of new media, e-commerce and the entire Internet operation system.
In the past, we always felt that copywriting was quite mysterious, as if it were the patents of David Ogilvy, Luke Sullivan (author of “Copywriting Fever”), Robert Bly (author of “Complete Copywriting Manual”) and others. In fact, every platform operator, brand manager, product manager, shopkeeper and other new media account operators participating in the “Double 11” promotion should learn how to use copywriting to attract users, gain resonance, and form transactions.
In the book “Methodology of Super Copywriting”, the author summarized the 12 formulas and models created by Super Copywriting for us, and there are a large number of vivid cases explaining how to use these formulas and models.
We can revisit those successful copywriting cases in the book, “Afraid of getting angry, drink Wanglaoji” “They can question your achievements, but they can’t question your greatness”. We can also understand the logic behind the excellent commercial copywriting that has emerged on the Internet, especially variety shows and live streaming. For example, we will understand why the “improvisation” copywriting in the “Wonderful Flowers” program can have a profound impact, and why Head & Shoulders “don’t let your dandruff stay with me overnight” will cause the e-commerce platform to sell more than 5 million yuan a day. Why do those golden sentences about lipstick in Li Jiaqi’s live broadcast make people have the urge to place an order immediately?
Readers of “Super Copywriting Methodology” need to pay attention not only to copywriting skills and routines, but also how copywriting supports brand strategies, and how to apply copywriting skills at different stages of “accounting for categories, building brands, and stabilizing growth” to gain resonance. Initiate action.
