But there must be some people who have doubts: i think what you said is wrong. You can see that coca-cola's copywriting is "smooth and happy," and it focuses on emotional appeals and has no motivation at all. Can you call it bad copywriting? But for one thing, coca-cola is not a start-up brand. You need to know that when it was first introduced to the american market, the copywriting was not "happy and happy", but "non-alcoholic beverages of a great country". At that time, the united states implemented a prohibition order.
Coca-cola seized this market opportunity and provided alcohol-related benefits. Similar (refreshing), but non-alcoholic drinks, have gained a lot of popularity among americans. This is how i was able to fire when i filmed a warm tvc before? Small special email list brands can't sit still! "the article mentioned that many start-up brands worship those big brands in marketing and promotion. When they saw someone else make a warm commercial that swiped the moments, they wanted to make one themselves, and fantasized about becoming famous overnight; seeing other people's copywriting so touching, but i thought "i am more touching than him".
But these are not what start-up brands should do. Start-up brands have not yet established basic cognition in the user's brain, so the first priority must be to do motivational marketing, so that users can know you, know you, and have a reason to buy you. Don't forget, the big, world-famous brands did the same when they were just emerging. (3) mobilizing desires - can my copywriting mobilize users' desire to buy? As mentioned above, the most important way to create interest is to evoke motivation.