Ads Marketing Service Provider Jingke.com: How to Write Ads & Promotional Copywriting for Alcohol Industry

Ads Marketing Service Provider Jingke.com: How to Write Ads & Promotional Copywriting for Alcohol Industry

Alcohol brand soft text marketing copywriting learn these four routines to write easily

Since ancient times, wine has been deeply loved by literati and even ordinary people. As a country with a long history of wine making, China has formed its own unique wine culture. Today, with the maturity of winemaking technology, as well as changes in people’s tastes and diversity of drinking scenarios, more subdivided types of wine have emerged to meet the needs of different consumers.

However, in today’s beverage industry, limited consumer groups and new competitors are constantly joining, making the competition between brands more intense. In order to increase brand awareness, seize a certain market share, increase sales, attract new users, maintain old users, and cultivate more loyal consumers, alcohol brands have different strategies. In addition to winning by the quality of the products themselves, they are also good at using a lot of marketing. means. Among them, the creation of product and brand copywriting is particularly important.

Careful brand copywriting can give products/brands special emotions, deepen consumers’ cognition and understanding of products/brands, and convey brand concepts and product appeals. Not only alcohol brands, but all brands should pay attention to the creation and dissemination of brand copywriting. Today, I will take alcohol brands as an example. Jingke.com will discuss with you some tips on brand copywriting, and see what writing routines can be used for reference.

1. Brand Name Embedding Method

As the name implies, it is to integrate the name of the product or brand into the copy and become an integral part of the copy.

With the exposure and promotion of the brand copy with the name, for potential consumers, it is equivalent to showing their identity to the TA, directly telling them “who I am”, thus forming a preliminary memory of the product; for other new and old For consumers, name-based brand copywriting helps them generate brand associations and further deepen their brand awareness and memory. In short, when the brand name is highlighted in the copy, it can bring the ideal brand communication effect.

Therefore, in the case of not affecting the tone and meaning of the entire copy, nor being obtrusive, the creation of brand copy can first consider the brand name embedding method. But we have to understand that writing copy in this way does not mean simply putting a name in a certain position, there must be a logic for its existence.

Specifically, according to whether the noun of the brand name itself has an extended meaning, the creative ideas of copywriting can be divided into two types:

1. Pure brand name

At this time, the brand name that appears in the brand copy is purely used as the name and title of the product/brand, which only refers to the brand and does not extend other meanings. Inserting or replacing the brand name will not have any effect on the meaning expressed in the entire copy, so you can refer to or even apply some good sentence patterns, such as “I am xxx,…”.

Example: I am new to Jiang, life is very simple

Jiang Xinxian still uses the brand copy so far, just like its “simple and pure” claim, the core idea of ​​this copy is “simple”, put the brand name in the first sentence of the copy, and use “I am xxx” to directly indicate the identity, very simple and clear , Straightforward and popular, let consumers remember this product at once.

1. Puns Brand Names

That is, in addition to the name and title representing the product/brand, the noun itself has another meaning. When we put the brand name with pun meaning in the copy, on the one hand, the product/brand is highlighted; on the other hand, it can be used as a keyword to guide the emotional tone of the entire copy and enhance the spiritual connotation of the product/brand. In the creative process, focus on using another layer of meaning in the brand name.

Example: A hundred years of life, it is rare to be confused

In the brand copy of a hundred years of confused wine, the four-character brand name has been disassembled into two parts: “hundred years” and “confused”. In a short life of less than a hundred years, we need to pretend not to know about some things and sometimes. I understand in my heart. Appropriate confusion is a rare wisdom in life, which reflects the life philosophy of confused wine.

1. Product attribute decomposition method

Product attributes refer to the inherent properties of the product itself, which can be distinguished from other products in different fields. Common attributes of products include: origin, time, history, price, color, model, packaging, size, use, shelf life, texture, material, processing, etc. In today’s highly homogenized products, through the mining of product attributes, we can find and even artificially create points of difference, such as new processes, new materials, exclusive inheritance, unique packaging and so on.

Select the most differentiated or most advantageous attribute as the core appeal point of the product. Through the elaboration of the text and the guidance of the concept, a unique product/brand copy is finally formed, so that consumers can enter the high-level from the low-cognitive mode. Cognitive mode, so as to obtain the brand’s competitive advantage.

For alcohol brands, the essence of the brewing process is the same, but each link can be slightly different. For example, a new production process is added to a certain link, the ratio of materials is unique, the raw materials use exclusive secret recipes, storage The time and the size of the cellar vary. In addition to the differences in process, there are also some naturally formed product attributes, including origin and long historical heritage.

1. History

History is a unique advantage that cannot be imitated by any brand. A brand that can survive a long period of time must have undergone numerous tests. Consumers’ more trust in old brands is enough to show the importance of time to a brand. Taking history as the starting point, expounding the inheritance and development of the brand is one of the creative ideas of copywriting.

1. Origin

For alcohol brands, country of origin is also a good theme that can be used for copywriting.

Example 1: If you ask where there is a restaurant, the shepherd boy points to Xinghua Village from a distance, and the famous brand of Fenjiu is heard all over the world

The brand copy of Xinghua Village Wine. It directly borrows two poems from the Tang Dynasty poet Du Mu as the copywriting. “Xinghua Village” is both a brand name and a place name. Shanxi Fenyang Xinghua Village is the birthplace of Chinese wine and wine culture. Its long history and unique geographical conditions are undoubtedly the guarantee of quality and give consumers an effective and powerful needle. .

1. Materials

The materials used in the production of products can sometimes be different from other products, such as exclusive formulas, new materials developed, and high-quality materials. Taking a bright spot of the material as a starting point, you can also write a good brand copy.

1. Processing

As mentioned earlier, the essence of the brewing process is the same, but the technology is constantly improving. Each brand has a different grasp of the production process and the degree of research and development. When you master the latest or exclusive technology, the processing technology will be It has become an excellent advantage of its own brand. Therefore, copywriting can be combined with technology to refine and illustrate the highlights of the craftsmanship.

1. Interest Appeal Law

The starting point is what kind of benefits the product can bring to consumers and what kind of physical or psychological needs of consumers can be satisfied, that is, to point out the benefits in the brand copy. It is necessary to deeply understand and master the core function points of the product, analyze and refine the real benefits that this function brings to consumers, and then describe it in words to form a product/brand copy, so that consumers can generate relevant cognition.

For example, a toothpaste has the functions of whitening and anti-cavity, and the benefits it can bring to consumers is a white and healthy teeth; another example, a mobile phone has the function of wireless charging, then it will undoubtedly bring consumers a Comes the convenience of life.

It can be said that only the benefits are what consumers really care about. When the appeal information point of the brand copy becomes the interest point of consumers, let them know as much as possible and remember what our products can bring to them. Generate brand associations, stimulate consumers’ desire to buy, and ultimately generate purchase behavior.

Going back to the alcohol brand, as a special kind of drink, it is better to drink, smoother, not overpowering, not easy to get drunk, wake up quickly, and healthy. Start with the most prominent points of interest to create a copy that resonates.

Fourth, the scene positioning method

The scenario here refers to the usage scenario of the product. Man is a social animal and needs to carry out various social activities, deal with different people on different occasions, and engage in social work. The elements of people, time, and occasions can be combined into several consumption scenarios and consumption purposes, so most products have scene-based characteristics (such as clothes, we choose to wear suits, dresses, etc. on formal occasions, but in daily life) In leisure, I like to wear T-shirts, jeans, etc.; for example, I wear sneakers when running, and slippers at home).

In fact, wine is a very important category of scene. Different occasions (weddings, celebrations, business events, private parties, etc.) drink different wines, drink different wines for different purposes, and entertain different objects (friends, lovers, bosses, elders, etc.) also drink different wines. By positioning wine in specific consumption scenarios, you can accurately target consumer groups, subdivide the target market, and carry out more targeted marketing.

The creation of scenario-based copywriting should clearly understand the scenarios in which consumers will use the product, analyze the main factors behind these scenarios: occasion, object, time, mental activity, purpose, etc., and then extract the salient features of the entire scenario. Combine the positioning and concept of the brand, describe it with suitable words, use it as the scene information in the copy, and then integrate the brand information, and the copy is complete.

The article comes to an end here. Although the examples listed in the article are all about alcohol brands, the creative routines of these four types of brand copywriting are also applicable to other brands, and the ideas are the same. I hope you can gain something from this article

Jingke.com, based on its rich experience in news adware marketing, has made up for the inadequacies of hard advertisment, and guided consumers into brand promotion with the effect of hiding needles in cotton, which plays an important role in shaping a perfect brand image. . In addition, as a professional Internet integrated marketing agency, Jingke.com can also cooperate with soft text marketing through the integration of other types of communication forms, such as the construction of the whole network e-commerce platform, the information flow advertising of major Internet media, etc. The company builds a high-end brand image.

Beijing Jingke Technology Co., Ltd. was established in 2007 and is headquartered in Beijing. It is an Internet technology company specializing in providing professional Internet marketing services for brand enterprises and listed companies, and building an Internet marketing brand image, focusing on providing Internet integration for brand enterprises. Marketing Services. Comprehensively integrating Internet media resources, through rigorous planning, proper implementation, accurate promotion and other efficient operation modes, it helps corporate customers in various industries to successfully achieve the goals of brand building, image building, and product promotion in the network field.

After 15 years of hard work and hard work, Jingke.com has developed into a “search engine marketing, information flow advertising, brand advertising, traditional advertising, news advertisment marketing, forum marketing, Weibo marketing, WeChat marketing, SEO optimization, word-of-mouth communication, Chinese domain name” (Chinese.Website domain name, Chinese.Mall domain name, Chinese.Mobile phone domain name)” and other comprehensive precision network integrated marketing services! Since its establishment 15 years ago, it has been standing on the cusp of the Internet era, grasping the lifeblood of the development of the era, standardizing the industry standard of network promotion integrated marketing, news advertisment marketing, and doing effective communication. In the era of mobile Internet, based on the breadth and depth of the Internet, it provides multi-dimensional network promotion services, provides news advertisment marketing for more than thousands of enterprises, integrates marketing methods to spread brands, monitors and optimizes network operations, and realizes brand building on the Internet for enterprises and market sales targets. (Jingke.com)