How is copywriting genius tempered?

Author: Rong Zhenhuan Now many people are embarrassed to say that they are copywriters. Writers seem as embarrassed as sex workers. A copy like this can only be said to have lost its value. Copywriting is not a code writer, a writer sought after by others, a behind-the-scenes worker, or a text editor who checks and corrects mistakes. Copywriting is a spiritual messenger and a creative genius. He only needs a pen to shake the world. Of course, maybe Lian Bi doesn't need it now. Some time ago, I received many letters from my friends, discussing how to write excellent advertisements and beautiful articles, and how to make words sell at high prices. I stayed in the advertising company for a short time and didn't have much say. But because I prefer words, I am also willing to discuss this topic with them. Because time and energy are limited, I simply answer these friends' questions in the form of an open letter. How to make your words worth a hundred times? Of course, I also borrow flowers to offer Buddha. If you want to improve the level of copywriting quickly, start with books. How to Write the Top 32 Advertising Copywritings in the World? I appreciate some creative copywriting in this book. They are talented and their ability to make the finishing point is always impressive. More importantly, they shared their experiences. These experiences may not be correct or suitable for you, but from their experience, you can keep experimenting and practicing, and finally you can write a shocking copy, just do it. The value of this book to copywriting can be summarized into three types: concept, method and action. Idea: You should establish a correct idea and attitude, and how you treat the copywriting work, you will get corresponding gains. Idea 1: The love book says, "If you don't like writing, no one will like reading." This sentence is so right. I personally have a similar experience. There was once a magazine editor's manuscript, and he was not very familiar with the topic. Because of friendship, I promised to contribute. As a result, this article was extremely depressed and I didn't want to write it. After writing the article, I didn't think much of it. Although the editor thinks it's OK, compared with the article inspired by generate, flowing smoothly and in one go, the market response is far from perfect. You should be aware of the value of your work. At the meeting with the copywriter before, I emphasized that every word is worth a thousand dollars. If your copywriting brings millions of income to customers, you will lose money every word, which may be better than LV. In addition, once you create a classic copy, this is the label of success, which will accompany you all your life. You are equivalent to giving yourself an identity that others can't take away. The book also mentioned, "Every advertisement is an opportunity. This advertisement may become a great advertisement. Every word you write now will accompany you for life. Find the right tone and persevere. Don't just write a series of facts, find an attitude. 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. Idea 2: Demand-oriented copywriting pays attention to demand orientation. If it is not what customers want, it is not a good advertisement, and if it is not a good advertiser, it will not be wanted. Based on the demand, you should understand three things: 1, and you must know what you are talking about. Be sure to remember who is talking. Image, personality, intonation, etc. You must know who you are talking to (or, better yet, who you are talking to). Idea 3: Fascinating copywriting is a kind of language. First, it should be able to catch people's eyes and then directly hit people's hearts. There is a joke in the book. "A letter from an eighty-year-old man. Said,' It's hard to please my wife. Any suggestions? I wrote back and said,' Find a tenant.' Three months later, he wrote:' The proposal came into effect, and my wife is pregnant.' What about the tenants? I wrote back to ask. "Very well," he replied. She is pregnant, too. "This is not only a good joke, but also a good article. There is not a word in the whole article. Every sentence will inevitably lead to the next sentence and the next key sentence. Reading your article or copy can guide readers' emotions step by step and reflect the charm of words. Idea 4: A good beginning is half the battle. This sentence is not only true for copywriting, but also a golden key. Copywriting is to convey the information you want to convey, but the client will not give you a second first chance. I couldn't catch it at first, and then it was wiped out. Advertising is wasted by half, and the most important thing is not knowing that it is wasted by half. This sentence is not true enough, and advertising wastes more than half. Among them, the title is bad, the full text is wasted, the opening is bad, and the following is wasted. In any case, we must start with a lamp that doesn't save fuel. For example, "Jesus Christ!" The duchess said, "I have. Who did this? " The best stories usually catch you from the beginning. A good story begins because it needs to continue, not because it needs to clear its throat to get to the point. Idea 5: Don't obey the rules. This book doesn't tell you the specific rules, and every copywriter summarizes it in a different way. This seems to prove that a good copywriter is unruly. Because once you follow the rules, your thinking will become mechanical. The emergence of concepts is a silent and lonely watch, and great ideas appear very accidentally, not according to the principle of formulating some steps. Method: Method is a skill level. With the guidance of ideas, skills also need to be strengthened. Method 1: learning from the title party is a derogatory term. No one wants to be called the title party, because the title party only attracts attention through the title, and the content is empty and poor. But personally, the title party is still worth learning, at least it has completed the first step of attracting attention through the title. It is necessary to know that many people's copywriting content is good and the title is poor, which greatly reduces the probability that the content will be concerned, which is equivalent to begging with a golden rice bowl. When I used to guide copywriting, all I did was help them change their titles, and the power of copywriting doubled in one fell swoop. A copywriter in the book mentioned, "Many of the best titles written in my name come from others-even customers." Method 2: Look at old advertisements. If a non-advertiser tells you that he can take out an advertisement casually and conceive a copy casually, he can shock four people with infinite power. Then you can respond to one sentence without hesitation: nonsense. If advertising is really that simple, all professional advertisers will die. Non-professionals occasionally make a good advertisement, I believe, but "every shot can hurt people" is absolutely impossible. As the saying goes, you will know if there are experts. Professionals are experts because they are well informed. Soaking in advertisements and words every day is like reading 300 Tang poems, and you can sing without knowing how to write them. Therefore, one way to practice writing is to look at old advertisements. Read repeatedly. Just like I told my new consultant now, how to write a good report, first of all, you have to read a lot of reports. Don't read too much, it's difficult for you to write. Method 3: A well-researched copy on the desk is not groundless. It must have done a lot of research. It is necessary to study the stories of such products: for example, automobile products are six stories, speed, economy, parts, style, environmental protection and control. Study all the advertisements in the same category, understand all kinds of statements, and know that your competitors have used those statements, and then challenge yourself to come up with different statements. Different copywriters in the book summed up their unique skills. Here are four and five suggestions. Even so. Method 4: Four tips 1 to attract attention. An advertisement that no one looks at will not be an effective advertisement. Tip 2, arouse the reader's interest. But don't digress. Guide the reader in the right direction. Tip 3. Pick out your target. Understand their problems, hopes and needs. No one else cares. Tip 4. Show the superior performance of the product as much as possible. Method 5: Lesson 5 1. Put yourself in your work and activate your copy with your life. If something touches you, it will probably touch others. 2. Think with visual imagination. If someone is asked to describe a spiral staircase, he may use his hands and mouth. Sometimes the best copy is no copy. If you believe that facts speak louder than words (I do), you'd better learn to write details so that they don't read like details. 4. Confession is good for the soul and good for the copy. 5. Don't be annoying. Action: Chairman Mao has a saying that learning in war is not an idea. If you don't start writing, you want to be a writer or copywriter, just as if you don't go into the water, you want to be a swimmer. Action 1: copy jack Welch's famous saying: reasonable plagiarism. Copywriting can start from copying. For example, some celebrities' refined language and powerful sentences can all be your copywriting style. As Shakespeare wrote, this is perhaps the most famous binary contrast model on the earth, "Go or not". Armstrong published the most famous book "This is one small step for me, but one giant step for mankind" on the moon. Dr. Martin Luther King also created an example of mobilizing people in this way. "I have a dream that one day, people will judge my four children not by their skin color but by their personality." Julius Caesar's syllogism "I came, I saw, I conquered". Action 2: Have you finished reading it? It's good. Now relax and read aloud from the beginning. Yes, read it out loud. You'd better write in your tone. Good and bad, read it. The voice will tell you the answer. For example, a copywriter growled, "The advantage of Volvo is that it can drive as hard as it hates it." If you inject intonation, this is a very good copy, which tells the essence of Volvo in one sentence-safety. Action 3: Insight into copywriting is the process of discovery, and "writing" is the last step. What you need first is insight. You can't just sit around trying to come up with ideas. Besides my own life experience, I need to study hard. Sometimes, you don't know what you are looking for. Wandering aimlessly and looking around is more about stimulating the original work, and sometimes the stimulation of something will suddenly lead to the idea of solving this problem. Just like a slogan created by Ye Maozhong in those days: A 30-year-old man has a 60-year-old heart, and a 60-year-old man has a 30-year-old heart. It was inspired by a news in the newspaper. Action 4: Simplification is a skill. Good ideas are simple, and good copywriting is also simple. As mentioned in the book, the advertising goal is simple: you can't drive the nail in sideways. Just as the positioning theory is sought after by the business community, the reason is that the positioning strategy is so simple, which helps the brand to become an equal sign: for example, Volvo = safety, Porsche = speed. A good copywriter should know how to simplify the complex. Copywriting should also do something, try to keep the layout simple, and elegance actually comes from rejection. The specific guidance is that the fewer words, the better: write less puns, elegant sentences, adjectives, rewrite cliches, don't use clever word games, don't imitate other people's styles, and write the key points directly with the least words and the simplest words. When someone tells you "I don't know what you are writing", don't try to explain it, just rewrite it. Action 5: A good copywriting dialogue is not a one-way statement, but a two-way dialogue. It can make readers feel a kind of voice, let them talk to words and have sex with words. In the past, one of my copywriting colleagues was called a word rapist because he firmly believed that his copywriting could make readers feel the pleasure of being raped every time. Although I don't agree, one thing is desirable. His copy is a dialogue, and when he writes it, he will feel the reader's reaction. It is mentioned in the book that "don't write", but imagine "dialogue": your brain first splits into two kinds of people "the brand you represent" and "who do you want to talk to": internalize the thoughts and emotions of these two people who like acting. By replying to friends' letters and inquiries, I read the notes of reading this book in the past, summed up the ideas, methods and actions of talented copywriters, and summarized them with my own feelings and thoughts in the book. I want to emphasize once again that copywriting is a very awesome job, provided that it is done well. How to do it well? Learning this book from predecessors is on the one hand, and more importantly, my own practice. I have met some experts in copywriting. Everyone has their own style, and they can't tell who is good or bad. They are all tested by the market. Some of them need tens of thousands or even hundreds of thousands of yuan to write a copy, because it is not only the writing and expression of the copy, but also the soul of the copy, making the copy a great copy. Finally, I end with a passage in the book, which can be used as an inspirational meal for copywriters to inspire you to hold your head high and not look back. " Work hard for your ideas: great ideas are not liked. They are original because they are unusual and therefore frightening. Therefore, mediocre advertisements can pass all the way, and great ideas will always encounter the reason of 10 1 10,000 and should not be published. "