Copywriting is the art of expressing the most with the least words.

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The deepest meaning comes not from what has been said, but from what has not been said.

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Copywriting is a process of discovery, and the highest principle is to follow intuition, not briefing.

The job of copywriting is to put together useless things that you know will come in handy sooner or later.

Then use language as a catalyst to combine potential consumers with products.

Knowing potential consumers is more important than knowing products.

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Put yourself at work. Write with life and soul. If something touches you, it will probably touch others.

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Great copywriting exudes sincere humanity.

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An honest attitude is good for the soul and good for the copy.

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Use the simplest words that anyone can understand. Use fewer adjectives.

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Write a copy in the tone of a consumer.

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Verbs always show a sense of picture faster than adjectives.

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Puns are dangerous games, but really clever puns still work.

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Don't put too many eggs in the cake paste (don't pretend too many jokes and wit, the more flattering you write, the better the occasional spark).

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There is no such thing as long copy, only too long copy. If not, the two-word copy may be too long.

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Only when we have a thorough understanding of a thing can we hope to transcend cliche information, think freely and gain insight.

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Avoid "brainstorming" meetings. Good ideas usually come from two partners who know each other very well.

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Breaking the established model and advertising cars like bank advertisements will make it unique among similar products.

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Before writing, go to an art exhibition, a concert, a movie and a stage play. More importantly, meet people.

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Once you put yourself in the consumer's mind, relax and think like a normal person.

Many excellent ideas are jokes at first, but after careful exploration, they become completely opposite favorable and positive statements.

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Don't stop thinking too early.

Even if the essence of your first concept is correct, explore various ways to express it.

Write 100 times for every possible title in various ways.

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If someone tells you "I don't understand what you are writing", don't try to explain and rewrite your copy.

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If you find that you have mastered a set of creative philosophy, then your growth is over.