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

I'm fromMa Yun's awesome speech

Learn how to write out of mindCopywriting

I have seen some recentlynew mediaMan(Intercept Collegeclassmates), and otherSmall tradePractitioners said that they would not write good copywriting and the creation of WeChat public promotion advertisments.

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, the copy must firstgrab the reader's attention, and then have them respond to the productInterested, and then this interest sublimates to the owner of the productstrong desire, and finally guide the userAction order product

Jack Ma's great speech case

At the St. Petersburg International Economic Forum, the moderator asked him:"What's the biggest mistake you've ever made?"

Ma Yun replied:

“The biggest mistake in my life was starting Alibaba. I never thought Alibaba would change my life completelyLife, I just wanted to start a small business, I never thought it would grow to such a large scale and bring me too 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!

speech withWechat marketingThe difference is that both are persuasive processes.

The speaker can convince the audience in 60 seconds and get people to accept his point of view,Web PromotionCan copywriting persuade others?

Yes, it is to associate the pain points, explain the benefits, and create a sense of contrast by means of contrast. For details, please check this article I wrote'How to write the title copy of self-media advertising to attract attention? ".