Copywriting is a spiritual messenger and a creative genius. He can shake the world with only one pen.
I think a copy itself is not great, but if an ordinary thing can be abnormal, it is a great thing.
So, how can an ordinary operator become a talented copywriter?
Two things are very important, the first is the idea, and the second is the skill.
I. Concept
What is an idea?
Your attitude towards copywriting is an idea. If you think you live with dignity, then you are a dignified person; If you think you are worthless, then you are a worthless person.
So how can operators write a good copy? What values do you need? I think at least the following five points should be achieved.
1. make love
If you don't like writing, nobody will like reading.
I believe everyone is familiar with this sentence. I think this sentence can be applied to anything in this society. Similarly, for a copywriter, if you are not interested in writing yourself, I believe that what you write is also tasteless.
How can we achieve love? I think you need to realize the value of your work. If one of your works wins millions of dollars for customers, then everything you write is worth tens of thousands. If one day you write a classic copy, he will follow you all your life. I believe this sense of accomplishment is no less than winning a gold medal in the Olympic Games.
Remember, every product update is an opportunity. Your copy may become a great advertisement. Every word you write now will accompany you for life. Also remember, once this advertisement is printed, you can't make any changes. You must hope to be proud when you see this advertisement again in the future.
In short, if you want to create a great copy, you must first look at how much love you have invested.
2. Effectiveness and effectiveness
A truly valuable copy is an effective copy, that is, a copy that can bring sales. If what you write can't bring sales to customers, then you are not a valuable copywriter.
A valid copy must meet the following two requirements:
1, know what you want to say.
If you know how to speak, people who listen to you will be willing to listen.
3. Fun, fun, fun
Copywriting language is also culture. Therefore, a good copy not only needs to pay attention to practical results, but also needs to be valuable to society. Nobody likes to watch junk advertisements. Of course, junk advertisements will not be valuable.
Letter from an 80-year-old man.
Yue: It's hard to please my wife. Any suggestions?
I went back: find a tenant.
Three months later, he wrote again: the proposal came into effect and his wife was pregnant.
How are the tenants? I wrote back to ask.
Very well, he replied. She is pregnant, too.
This joke is also a good copy. If your copy can make people want to read it, it must be interesting.
4. Innovation, innovation and innovation
What is creativity? Everything you do is different from anything related before.
If you are a little more careful, you will find that each copy summarizes in different ways, and even conflicts. Because for advertising, the real rule is no rule.
What you need to do is not stick to the rules, learn all the rules first, and then forget them.
This is the value of creativity. If one day you find yourself with a perfect and unbreakable methodology, congratulations, and your career will be over.
Action, action, action
There is a famous saying in the internet circle: your advertising investment is wasted by half, but the problem is that you don't know which half is wasted. Nowadays, social interaction is prevalent, and another sentence comes out: half the effective ones are wasted.
If you believe these words, don't write a copy or advertise at all.
If you have met all the masters and heard all the truth, but you still haven't written the copy well, the only thing you need to do may be to do it.
I want to sum up this concept in one sentence: where is your heart, where is your wealth.
Two. skill
Chairman Mao has a saying that learning from war is not an idea. If you want to be a writer who doesn't write, you are as naive as you want to be a swimmer who doesn't go into the water.
Therefore, after establishing the correct values, you still need enough skills. The following five steps can help you write a good copy.
copy
I strongly oppose copying other people's product copy, especially competing product copy, but I am not opposed to imitation.
If you often study product copywriting, you will find that many good ideas are imitations. And a junior operator, if he wants to write a good copy, also needs to start from imitation. Some famous people's refined language, powerful speeches and widely spread advertisements can all be the objects of your imitation.
Looking back on the first few months of my career, I basically relied on imitating life. It was a lot of imitation and thinking at the beginning that finally made me sum up my own creative method.
Shakespeare wrote the most famous binary comparison on earth: whether to go or not.
Armstrong made the most famous comparison on the moon: This is one small step for me, but one giant step for mankind.
Caesar's syllogism is equally wonderful: I came, I saw, I conquered.
These are classic quotations and examples of copywriting that are worth learning.
2. Dialogue
Many times, reading words is easy to make people tired, especially the dense lumps will make users leave quickly, but chatting will not.
Therefore, a good copy is not a one-way statement, but a two-way dialogue. It can make users feel a sound and let them have a dialogue with words. So that someone can want to read what you wrote.
How to make your writing a dialogue? The following sentences may be helpful to you.
Don't "write", but imagine "dialogue": first, your brain is divided into two kinds of people, "the product you represent" and "who do you want to talk to": internalize the thoughts and emotions of these two people like acting.
Step 3 be knowledgeable
Copying is a process of discovery. Any excellent copywriting is inseparable from strong insight, and copywriting is often only the last step. Sharp insight is the only way to copy.
How can we have such insight? The answer is also simple: experience.
Good copywriting and creativity are not created by sitting in front of a computer. Besides your own life experience, you need to study hard. In daily life, you need to learn popular jokes in society, classic copywriting of mainstream products, copywriting of competing products and so on.
In addition to daily research, you need to give yourself some inspiration. Sometimes, you may not know what you are looking for. Wandering aimlessly, looking around, and stimulating more sources, it is likely that something will happen suddenly at a certain point, which will stimulate you to come up with a solution to the problem.
Most of the Beatles' good advertisements are made by chatting with technicians in the factory, which may give you some enlightenment.
be simple
Anything that can move people's hearts must be simple.
Just as the positioning theory is sought after by the business community, the reason is that the positioning strategy is so simple that it helps the brand become a simple text symbol.
For creation, simplicity is a kind of ability, good creativity is simple, and so is good copywriting.
Write less puns, elegant sentences, adjectives, rewrite cliches, and write the key points directly with the fewest words and the simplest words without clever word games.
Writing a copy first, then deleting one-third of the words as far as possible to adjust it, and striving for simplicity is an advanced way of copy creation.
read aloud
If you can proudly read your copy, it is a good copy.
Good and bad, read it. The voice will tell you the answer.
These are five key points that a good copywriter must master. If you master these methods skillfully, you will find it not difficult to write a good copy.
Finally, I want to say: no one likes a great idea, because it is unusual, so it is terrible. Therefore, mediocre advertisements can pass all the way, while great ideas can always encounter various reasons not to be published.