After listening to the boss's lecture, I can't write a soft article. Help me write something simple. Thank you.

Instead of studying how the awesome soft text is made, let's first look at how 99% of the copywriting fails.

A Wrong Copywriting Thinking

We received a lot of systematic education and recited a lot of texts from childhood, and finally became a literate person. Even our way of thinking is fixed and we are used to describing things in written language, which looks very advanced. Most news newspapers are like this.

For a copywriter, thinking in written language is not enough.

I hope to explain the way of copywriting communication from another angle, namely:

1, visual inspection. For example, when you talk about Coca-Cola, your eyes will see its red logo.

2. Listening. For example, I've been exploding my ears for years. . . . . . "

3. Taste.

4. touch.

The essence of copywriting is to let others see what you have written, and then tell more people through other people's mouths. So you see that the good jokes on the Internet are forwarded by others and then passed on from mouth to mouth.

The effect of copywriting is that others are relaxed and willing to tell others what you wrote.

2. Successful copywriting

In my opinion, a successful copy must first "speak human words". Send your own writing to a circle of friends, is it often not asked? If you feel sick, what can you talk about? On the contrary, if you write a paragraph, your friend is asking you what's going on. You made it.

"Speak human words" means that you should describe things in a way that ordinary people can accept to the greatest extent. For a simple example, a friend's QQ space talked about publishing some very life-like content. For example, where did you go today, what interesting things happened, and what photos you took. Some people like to send chicken soup, which is 13.

"Speak human words", but also moderately exaggerate things. A little exaggeration is not desirable, and it is impossible to attract others' attention without exaggeration.