Often, admissions copywriters spend a lot of effort to edit stories, but students and parents don't buy them. Why on earth? Don't be busy with despair, calm down and find the reason. Bicompetition，Even movies made by famous directors that have invested a lot of money may become bad movies.

Admissions copywriting has communication value, and the storytelling of admissions copywriting has gradually become the popular trend of admissions copywriting today. Educational product enrollment marketing requires stories, school brand communication requires stories... No matter how ordinary educational products are, there will be stories. It can be the educational product itself.Stories, the dreams of the founders of educational institutions, the spiritual values assumed by the school brand, and so on.

Why tell stories when writing admissions copywriting

Copywriting storytelling is not limited to words. Looking at the admissions copywriting of those well-known school brands in China, none of them has no story. Stories can make it easier for school brands to spread and make it easier for educational products to gain the trust of students and parents.

Let's take a look firstthenThe case of enrollment advertising.

In a high school, a “scumbag” boy who paid the school selection fee fell in love with a girl. The girl had excellent grades, and the gap between the two was relatively large.

In order to attract the attention of girls, boys deliberately do strange things, dye their hair, make strange noises, and fight. Once after school, the boy finally plucked up the courage to confess, but the girl was frightened away. The girl said that her dream is Tsinghua University, and she would like to wait for him there.

The ”scumbag" boy is missing, and it is rumored that he has transferred to another city. Three years later, the girl stood at the door of Tsinghua University and really waited for the boy. The girl asked him where he had transferred to, and he could do so well in the exam. He said: "Hengshui Middle School”

This is a copywriting that is widely circulated on the Internet. The entire advertisement expresses the inspirational process of a young man through a completely life-oriented story, giving educational products a rich emotional color, so that students and parents can have a good impression of educational institutions in the emotional resonance, and deeplyThe ground is imprinted in memory. This is the story of storytellingEnrollment in the matterThe charm of copywriting. Can tell storiesThe admissions essayThe case can bring the following benefits.

1. Vivid stories can mobilize the enthusiasm of students and parents, So that students and parents can build trust in the school brand through stories.

2. The story can explain the selling points of educational products, Express the views of educational institutions. We can't argue head-to-head with students and parents, but we can tell stories to make students and parents understand what we are doing.

3. A good story，It can pave the way for the enrollment of educational products and make corresponding guidance for different audiences.

4. Admissions copywriting who can tell stories, Will help to increase enrollment, deepen students and parents' understanding of educational products or services of educational institutions, and promote students and parents to make final choices and actions.

Why didn't anyone listen to the story you told?

I tried my best for four or five days to write a wonderful story. Why don't students and parents just buy it? The biggest reason is not that your story is not well written, but that your story is not to the taste of others. This is also the main reason why the stories in many admissions copywriting are very sophisticated, but they are still rejected by students and parents. In other words, it is your story, not what students and parents need.

Therefore, if students and parents want to buy them, they must tell stories that are closely related to educational products and meet the preferences of core learning groups. The students and parents saw it was enjoyable and resonated, so they naturally placed an order. Similarly, wonderful stories are not as good as suitable stories. Some stories are for those who understand them to listen to.

How to find someone who understands? Before writing a story, we must figure out the preferences and needs of the core learning group, and then prepare some materials that can reach people's hearts. In the process of story creation, we should pay attention to several elements such as simplicity, accident, specificity, trust, and emotion.

How to make admissions copywriting tell a story

After the analysis of the reasons is over, we must start writing the story again. First of all, you must know that admissions copywriting is not a long story, so you can't write a story as a novel. The story that can be easily remembered must be a simple and clear story. It must be a story that you tell to others and others will understand all at once.

The admissions copywriting story is not for students and parents to think before they understand it, but after they understand it, they can't help but think about it. Therefore, the admissions copywriting story must be concise, exciting, and profound. In order to meet these requirements, it is necessary to master some creative skills.

1. The amount of information starts from a young age and slowly increases.A story is just one theme, don't put all kinds of plots in it. If you want to express love, don't involve family affection. First tell students and parents useful information, and then slowly increase it. An excellent admissions copywriter can tell a wonderful story in just one sentence.

2. The story should be distinct from the main and secondary，Don't list a bunch of information points, there is nothing more offensive to students and parents than a ranking story. If there are many information points, you must sort them clearly according to the primary and secondary logic.

3. Learn to create suspense，The commonly used technique is to violate common sense. What is against common sense? In a movie by Stephen Chow, the hair dryer was originally used to blow hair, but he used it to shave; the razor was originally used to shave, but he used it to blow hair. This violates common sense, and students and parents will have doubts, which in turn will have the motivation to find answers.

4. Storytelling must learn to create a sense of mystery，Because the sense of mystery can arouse the curiosity of students and parents. To give a simple example, many people like to watch football games, even if their favorite team plays badly, they will be patient to finish watching. Why? Because they want to know the result.

In summary, writing a good admissions copywriting story is easy to say, but difficult to say. Many people will say, “Isn't this nonsense?" ”The point is whether students and parents are willing to watch it or not. If you are willing to see it, it is not nonsense; if you are not willing to see it, no matter how classic the theory is, it will become nonsense. Taking the movie "Warcraft" as an example, people who have never played the game “Warcraft” think that this movie is not good, and many people who have played this game are crazy about it. When writing admissions copywriting stories, don't forget that there is also a kind of thing called “feelings”, and there is a kind of attachment called “mother's taste”.

【Apply what you have learned】

Admissions copywriting story, interesting and wonderful

The stories in the admissions copywriting should directly express the lives, emotions, needs and desires of students and parents, so that learners can see themselves in the stories and have a sense of substitution, so as to resonate in the hearts of students and parents. So, how can we make the admissions copywriting story more interesting and attractive?

1. Affirm yourself and connect with others.The key to whether the story can resonate with students and parents is that you are not telling, students and parents are listening, but first agree with the concept of students and parents, let this concept become a bridge that can communicate, and connect educational products with students and parents. Together.

2. Cause concern.It's like we watch TV. There are many channels, but there are only a few channels that we can care about. All admissions copywriting stories have to do is to become the channels that attract attention. If you want to arouse the concern of students and parents, you must start with a good story, which is to “promise students and parents that this story is worthy of your concern.”

3. Let consumers be part of the story。 After arousing the concern of consumers, it is very important to pave the way for the story. People don't like to know the answer directly, but like to guess the answer. Therefore, story copywriting should pay attention to the organization of various information, pull consumers into the story, give them certain information prompts, and let them guess the answer by themselves.

To tell a good story, copywriting needs to go through a lot of hard work. The storyline must be closely followed by the learner, and all kinds of information are interlinked. To make a copywriting story attractive, the story must first be interesting. This “interesting” must be interesting to the learner, not you.

Key points

The core goal of copywriting stories is to convey brand value to consumers and establish emotional links and a sense of identity. Therefore, copywriting stories must be based on objective facts. Any story that leaves the truth will not win trust. In addition, the story lies not in the size of the event, but in whether it can touch the hearts of consumers. As long as it can resonate, it is a good admissions copywriting story.