How to write out-of-the-ordinary copywriting?I learned from Jack Ma's awesome speech

I learned from Jack Ma 's awesome speech

Learn how to write heartfelt copy .

Recently, I've seen some new media professionals ( students from Chazuo Academy ) and other micro-business practitioners say they can't write good copy or create promotional articles for WeChat public accounts.

In fact, if we want to write good copywriting, imitation is the best way to learn. When we see good copywriting, we must consciously save it, so that we can easily refer to and imitate when writing copywriting ^_^

Regarding the standards of good copywriting, I also made a summary, as long as the following four cores are met, it is a good copywriting:

1. Get attention (analyze the attention of the brain)
2. arouse interest (describe the benefits of the product or service)
3. Stimulate craving (use "contrast" to create contrast, "visualize" to stimulate craving)
4. Promoting action (using words like "now", "immediately", "right now")

AIDI rules

Namely attention (attention), interest (Interest), desire (Desire) and action (Action).

In other words, copywriting must first capture the reader's attention , then pique their interest in the product, then transform that interest into a strong desire to own it , and finally guide the user to take action and place an order.

Jack Ma's great speech case

At the St. Petersburg International Economic Forum, the host asked him: "What is the biggest mistake you have ever made?"

Ma Yun replied:

"The biggest mistake I ever made was founding Alibaba. I never imagined that Alibaba would completely change my life . I just wanted to do a small business. I never thought it would grow to such a large scale and bring me so many responsibilities and challenges."

Why did Jack Ma's speech arouse discussion among netizens?

Let’s analyze the copy of Jack Ma’s speech:

The biggest mistake I've ever made...

Do you want to hear the truth?

- Attention
"Yeah, I want to hear the truth"

The biggest mistake of my life was starting Alibaba.

I never thought that Alibaba would completely change my life,

I obviously just want to do a little business,

I never thought it would grow to such a large scale.

Brings me too many responsibilities and challenges.

-Interest
"Blow, you keep blowing"

I feel like I'm busy every day like a president,

But it does not have the substantive powers of the president,

I don't even have my own life.

- Desire (to stimulate desire)
"Ahaha, you can say that! Say something more!"

If there is an afterlife,

I will never make the same choice,

I just want to be myself,

enjoy your life,

so,

Starting Alibaba was the biggest mistake I've ever made.

-Action/Share (promoting action/triggering sharing)

Mr. Ma is a marketing expert and has used AIDA rule theory, but on the Internet, I found that it can be upgraded to AISAS copywriting model!

Public speaking and WeChat marketing are similar in that they are both processes of persuasion.

A speaker can persuade an audience to accept his point of view in 60 seconds. Can online promotional copywriting persuade others?

Yes, you can. It involves addressing pain points, explaining benefits, and creating a sense of contrast through comparison. For details, please see my article " How to Write Eye-Catching Headlines for Self-Media Ads ?"