For example, the above mentioned: "Don't mention the mountain you climbed, just rush ahead" is a textbook case with simple words and rich meanings. This sentence is *** 12, which has been reduced to a word that cannot be deleted, but the meaning is full and complete.
Or Volvo's copy: "Don't worry, know the way" is also simple and meaningful. All words have their functions, and none of them are redundant, but their meanings are full and complete.
In addition, "concise" is a kind of relationship, which means that "meaning" should be full on the basis of "concise". You can't make sentences too complicated because you want to increase the information density, and you can't hurt the integrity of meaning because you want to simplify sentences.
Then, under the premise of "concise", what methods can make sentences more beautiful?
Simple sentences here refer to two aspects, one is simple semantics, and the other is simple structure.
Simple semantics means that only one core is expressed in one sentence, and then information is enriched in this core to make people full of emotions. Of course, some sentences can contain two cores, but you should make sure that your writing reaches the level of wooden heart.
Simple structure means to keep the sentence structure simple, try not to use complex sentences and avoid too many twists and turns. If possible, it is best to use a declarative tone, and the sentence contains at most two commas.
Because readers want to remember and spread, it is necessary to make the copy easy to be repeated, which is the so-called "smooth information." The more fluent the information of the copy, the stronger the resistance to forgetting and spreading.
Melatonin's "no gifts this year, just melatonin" is a masterpiece of smooth information.
And Nike's copy: Don't waste any water except sweat.
Suntech's copywriting: In every era, people who can learn are quietly rewarded.
Above we talked about the fluency of information, which is the basis of a good copy, but then there is a problem. Too fluent information will make people turn a blind eye.
Therefore, on the basis of fluency, some unharmonious word elements can be added, which can not only attract readers' more attention, but also induce readers to think further.
We see that Wu Xiaobo has a book called "Waste Life on Good Things".
The word "waste" here is a dissonant word, which is not so fluent in this sentence, and the collocation method is not common-how can the word "waste" be used for beautiful things?
But if you taste it carefully, it makes sense to put the word in the sentence logically, and the more you ponder, the more interesting it becomes.
The copywriting of Chi Mei LCD TV: "There is a kind of monster that breaks up the parent-child relationship in the world, called growth", and the "monster" inside is also the same disharmony vocabulary.
In ZTE department store, "clothes are the last beautiful environment of this era" and "environment" is also a very discordant word.
However, what needs to be reminded here is that "disharmony" does not mean "illogical".
Chen Nanxi, the lyricist, has a saying that "the lips are gorgeous and the sunset is instantaneous". Although it is not a very harmonious expression, after further thinking, you will find that its logic is smooth-the red color of Lips is as gorgeous as that of Sunset Instantly, so this is a good sentence.
But if you change it to "lips are not as bright as the floor under your feet", it will make black people question their faces because it doesn't make sense logically. What does lips have to do with the floor?
Or Xu Shunying's "clothes are the last beautiful environment of this era", if it is replaced by "clothes are the last beautiful rice bowl of this era", it is also illogical and confusing.
So what you say can be discordant, but it can't be unreasonable.
Jonah Berger, a professor of marketing at Wharton Business School, said, "As long as some emotional elements with awakening function are added to stories or advertisements, people's willingness to entertain themselves can be stimulated."
Sentences with clear emotional orientation can not only resonate with readers, but also stimulate readers' desire for communication. This is why Mi Meng's article is so sensational.
It also explains why classic sentences generally appear in the form of declarative sentences, because the meaning and emotion of declarative sentences are the most intuitive.
For example, some time ago, the funeral copy was widely circulated, but there was not much creativity on the whole. It's just that depressing emotions are added to the copy, which actually causes readers' scolding and forms a good spread.
Of course, most business copywriting is still dominated by clear positive emotions. For example, this copy is full of high-spirited emotions:
In the previous article "How to Write Amazing and Stylish Copywriting Part II (Rhythm)", I discussed the importance of rhythm to copywriting.
First, rhythmic copywriting is more conducive to memory. For example, we can easily recite ancient poems such as "Looking up, I found that it was moonlight, and it sank back, and I suddenly remembered home", or parallel prose such as "Sunset and lonely Qi Fei, autumn waters and sky are one color", but it is difficult to recite an essay.
Second, rhythmic copywriting is more conducive to communication, such as children's songs, which can still be passed down from mouth to mouth decades later.
In business copy, you can also learn ancient poems or parallel prose, and control the rhyme, tone (level tone) and number of words, so that the text has rhythm and rhythm, making readers read more smoothly and spread more "sticky".
Common methods are:
Ending rhyme is one of the simplest techniques to make sentences have a sense of rhythm. Watching China's new rap can improve this skill quickly.