How should we write copy in 2018?

Another year has passed

Another year has passed

Do you feel that this year is more familiar than last year?

Is the salary better?

It’s 2018

Every industry is evolving

How should we learn from this year’s copywriting?

Come and see with the copywriter

The challenges of technology: The designers sitting next to you are getting nervous. Do you still think you can survive?

Challenge of community boredom: Some routines are really old for many years, and each craze becomes more and more short-lived. Can you come up with something new?

The challenge of diverse materials: Audio-visualization is becoming more and more serious. Even writing a story has to be turned into a video and used as a marquee. Do you still think that words are just words?

Seeing these three challenges, there is actually only one main spirit, which is what we often advise everyone:

You can always write copywriting, but you can’t just write copywriting.

Copywriting is important at the beginning of creativity, but it is not the most important in the eyes of consumers. Most of the time, we are just a foil. We read, appreciate, and laugh, and then our eyes stay on that beautiful design picture. We listen, read, and smell, and then our minds stay on the scene just now.

The copywriting is like the shadow of a car passing behind a couple in heavy rain. It is the atmosphere of the whole scene but not the protagonist.

We are like the center of a storm. People will only notice the strong rain and wind in the end, but they don’t know that there was a calm center.

This sentiment will intensify in the new year, to the point of almost no turning back.

If last year, everyone realized the importance of copywriting and everyone needed to be able to write copy, then this year, everyone will realize that copywriting alone is not enough. This little stimulation is no longer enough to satisfy consumers.

So when we study copywriting this year, we should focus on these three aspects:

1. Give the copywriting room to expand.

2. Give readers space to participate.

3. Give the brand space to focus.

These concepts were slightly mentioned in our articles last year, but this year we will express them more concretely and list the skills that can be learned to help everyone in 2018. There are more powerful points in the annual academic copywriting.

Let’s explain them one by one.

01 Give copywriting room to expand

Copywriting has long been written by marketing units, and in many communities, everyone can create a classic copywriting , those social jokes, jokes, and hot topics can all become excellent entry points for copywriting through some ingenuity.

Because copywriting is an influential text and a product of culture. Literature expresses society and copywriting displays business. When used in business, our copywriting cannot exist without society.

In the structure mentioned in Marketing 4.0, there are two blocks that are very important for copywriting: Aware and Appeal

(Of course The final advocacy is also very important, but this part is already a problem for the entire marketing unit)

About awareness: We must know that copywriting is a very important cognitive input, giving consumers a sense of the brand. A clear understanding, but not a fixed direction. The line between this must be drawn very clearly.

About appeal: Let consumers know your appeal clearly, but it must be different from other brands and be able to make consumers remember and take action.

These two types of copywriting occupy a very important position, and can also be said to be a kind of positioning spirit. Therefore, copywriting is not just about writing words, but needs to consider the following three points:

1. Consider the possibility of subsequent development: Therefore, it is necessary to understand design, image expression, and image production technology. You must know how your copywriting can be used.

2. Try to think about the text with pictures and the words with shadows: When practicing, you don’t have the copy first and then the design. Many times you just think about the last few sentences.

3. Consider the impact and changes of the copy you wrote on the entire strategy: Is it possible that these few sentences have affected the direction, whether it is good or bad?

Your copywriting must have shape, but it must be flexible and cannot be rigid. Copywriting that lacks room for explanation will not be a strategic weapon and will only become a lonely self-talk.

This year, learn new technologies, learn to make some design drawings, learn to make some videos, even if it is not for the company, but also for yourself to better express the results you want.

Expand the possibilities of copywriting for yourself.

02 Give space for readers to participate

Nowadays, copywriting is not just a kind of publicity. Throughout last year, we have seen a lot of copywriting, which is a kind of emotional excavation. The machine digs out the hidden feelings in your heart. A bunch of copywriting is designed to make you cry after reading it, or at least sneer.

This year we will go a step further. In addition to speaking out the psychological words of the crowd, the copywriting must also be able to make people participate together. We must make the copywriting actionable. This year’s initiative is to give them a sense of participation.

So instead of writing a sentence of copy about what your brand is like, you write a paragraph to chat with consumers, tell your stories, and talk about the possible intersections between each other.

The meaning of participating in space is that you need to create an environment, guide consumers to enter, and then speak their voices under the conditions of the materials you provide.

Interactive copywriting can be achieved through many technologies, allowing consumers to choose the words they want, letting them fill in the content they want, and generating unique and exclusive suggestions for them.

You just need to think about whether the copy you write can give different but similar feelings to different consumers? Like the explanation of zodiac signs, or the method of reading.

Participation is an essential element of marketing in our era. Every brand is striving to participate in consumers’ lives. In contrast, we must also allow consumers to participate in our brand spirit. inside.

You no longer list the four major brand spirits, but ask consumers to write down what kind of brand they think you are, and what they think the spirit of your brand will be.

What we write is only the final result, and the control is always in the hands of the readers.

03 Give the brand space to focus

Combining the above two points, we return to the brand. In mid-2018, our brand concept seemed to be broken and consumer loyalty was uncertain. It can be subverted or surpassed at any time, yet it seems unbreakable.

The copywriting should focus on the brand, but not on one point, but on creating an entire spatial field.

It is no longer a technology or industry field, but in this topic, your brand is the only one.

In the past few years, we have all talked about differentiation and segmentation, but consumers’ attention is limited. Your products can be differentiated, but your brand must occupy an entire topic space.

When I talk about parenting, I think of your brand, which uses unique OO technology baby bottles;

When I talk about education, I think of your brand, you are the only one who has Teacher XX;

When I talk about women's clothing, I think of your brand. You have YY designers in your home, and the clothes are all ZZ style.

For those who have been in the marketing field, this is actually not a new concept, but it is particularly important this year. I call it: Enclosure spoil plan. I will write a special article to introduce the steps later.

To put it simply, we need to create our own space field, circle a topic, and then keep people in it to spoil them as much as possible and uniquely. Let him be unable to leave your space.

So you need to have space to focus. The following five points are what you should think about this year:

1. Can your copywriting allow consumers to identify it as your brand?

2. Is the content you write the first thing that makes consumers think of you?

3. Can the topics you talk about make your peers feel that this is indeed your strength?

4. Are the product solutions you write about consumers’ first choice?

5. Do consumers believe in the vision and goals you mentioned and are willing to follow them?

This is a space that can be shaped by copywriting, and more can be shaped by design, images, activities, etc. This is what the entire marketing and public relations units must think about together.

This year, we should no longer be those who chase the craze, but should be the doers of enclosing the land and sowing and cultivating the land. We are no longer looking for the wind, but solidly building a hut and opening the fan. Open the window, let the wind blow in slowly, and create your own path.

Conclusion

Last year we said that copywriting is life, this year we hope that life will have its own splendor.

In the new year, in addition to the three aspects, I also provide you with a passage:

Progress is not a comparison, but a mentality. Learning is not about being better than you were yesterday, but about knowing where you are going tomorrow.

I wish you all the best, as each year you will know your future better. Become someone else’s tomorrow.

―End―