Last Wednesday, when Apple previewed the new product launch event, it used a copy of "Come to bomb the field."
At that time, I sent a circle of friends to complain.
I'm not alone in feeling this way.
Who would have thought that Apple would have more ruthless copywriting?
Who would have thought that Apple's copywriting is so scary now?
And this color scheme, this gradient, is really scary.
In my mind, Apple's copywriting is as simple and elegant as Apple's products and Apple's brand image. A few simple words are enough to describe the power of the product.
For example, think different, which can be called the work of the gods. Come, let's review again.
Hats off to the crazy guys, they're mavericks, they're unruly, they make trouble, they don't fit in, they see things differently, they don't like to conform, and they don't want to settle for the status quo.You can praise them, quote them, oppose them, question them, praise or denigrate them, but you can't just ignore them.Because they change things.They invent, they imagine, they heal, they explore, they create, they inspire, they move humanity forward.Maybe they have to be crazy.How else can you stare at a blank canvas and see a painting?Or sit still and hear unwritten songs?Or staring at a red planet only to see a laboratory in action?We make tools for people like that.They may be lunatics in the eyes of others, but they are geniuses in our eyes.Because only people who are crazy enough to think they can change the world can really change the world.
For example, the phrase "put a thousand songs in your pocket" when the iPod was released.
Such as the "again, change everything" when the iPhone 4 was released.
For example, when the Macbook air was released, along with the good music "I'm a new soul", a paper-thin notebook was pulled out of the portfolio.
I expressed a similar view in the book "Expressive Copywriting":
"Pocketing a Thousand Songs" is not just a demonstration of the storage capacity of the iPod, but also how easy it is to use, anywhere, anytime.
"Once again, change everything" also fully reflects the confidence of the iPhone and its leadership and innovation in the smartphone industry.
I can understand Apple's eagerness to demonstrate the power of a strong product.
But if you want users to clearly perceive the "strength" of the product, what you need is to use the simplest and most simple words, and use the simple and easy way to express the strength and size of the product lightly and effortlessly. Just like the Macbook air only uses one file bag, it makes people feel its light and thin.
If you want to write a good product copy, you are not screaming how strong you are, or adding exaggerated and extreme adjectives such as "exploding the field", "scaring", "soaring high", "domineering", "strong" and "strong".
For example, if you want to describe a person with high martial arts skills, you would think that you would write, "No one in the world dares to be honored!" If you leave me, the world will be slaughtered, the world will be abandoned, the heavens will be disillusioned, the past and the present will run through, and only I will be independent.” Readers will be able to remember who you are?
In fact, it was precisely because his palms only pressed together like this, and there seemed to be a force that turned into an invisible high wall, blocking the gap between Xiao Feng and Murong Fu. Xiao Feng’s overwhelming palms slammed into this wall, and immediately disappeared without a trace. , disappear into the invisible." Such an understatement, Sweeping Monk has become a real big boss in the martial arts world.
Even in today's life, sweeping monks are often borrowed to describe the peerless masters who have hidden merit and fame, and have become a big IP and a big symbol.
After complaining about the copywriting, let's talk about the brand.
Some friends may think that "the decline of a telemarketing list brand starts with the decline of advertising" is too exaggerated. A few words of copywriting can bring down a brand? The iPhone 13's copywriting is broken again, is it still telemarketing list impossible to make an appointment in line?
It should be noted that behind the advertisements and copywriting, it often reflects the corporate culture and brand strategy of a company.
They will reveal how the company, especially the management of the company, defines its own brand, and what is the essential difference between itself and its competitors; they will reflect the company's internal attitude towards its own products, how to view the development direction of the brand, and how to understand the core of the brand. Value, personality and user experience.
Products are poorly manufactured, often starting with the rough manufacturing of advertising. The aesthetic style of product design will also be naturally reflected in the tonality of advertising visual performance and copywriting. This is like a company that doesn't care about its own image and brand. What good products do you think it will produce?
Victoria's Secret, the underwear brand that once held the crown of the underwear industry and sold $7 billion a year. Its big IP Victoria's Secret Show is known as the Spring Festival Gala in the fashion industry. The annual dream show is a carnival that the whole people are eagerly looking forward to.
The biggest feature of Victoria's Secret advertising is its extreme admiration for sexy, and even the slogan of "perfect body" is directly shouted in the advertisement. And whether it's an advertisement or a Victoria's Secret show, it's always been supermodels with outstanding looks and perfect body proportions.