How to write an efficient copy: I am deeply concerned. Do you think that good writing equals good copy?

"Copywriting" used to refer to the desk, and later it refers to the person who writes on the desk. In ancient times, copywriting refers to the person in charge of archives in the official office, but now we refer to "copywriting", which refers to the writing jobs in enterprises, and is responsible for news planning, advertising and other work in written form.

The meaning of "copywriting" has changed with the passage of time, and the ways and characteristics of copywriting have also changed.

Especially in today's Internet age, the carrier of copywriting is not only newspapers and street advertisements at hand, but also mobile media such as mobile phones.

Diversified copywriting carrier must be diversified copywriting.

For those who are engaged in copywriting, only by mastering the unique characteristics of the times and diversified copywriting skills behind today's diversified copywriting carriers can we write a copywriting that is more suitable for the public's taste, conform to the trend of the times, and walk in the forefront of the times in career development.

How to Write Efficient Copywriting is such a book-it can lead copywriters to write copywriting adapted to this era, and it can be called a masterpiece of copywriting in the new media era.

Its author, Andy Si Long, is a professional writer with more than 20 years of copywriting experience. He once served as the head of copywriting training in a business writing training company, and founded Andy Ma Si Long Copywriting College to provide technical and methodological help for copywriting.

Andy Si Long has worked as a copywriter in many well-known organizations such as Reader's Digest, and has rich experience and outstanding achievements in the fields of business communication and information industry.

His book "How to Write Efficient Copywriting" combines his many years of copywriting experience and gives reasonable writing suggestions and guidance to copywriters in combination with the characteristics of the present era.

From Eye-catching to Gold-Attracting: Using Psychological Laws to Write a Good Copy is a sentence on the cover, and it is also a solemn promise made by this book to readers. The book is rich and comprehensive, including 25 psychological laws, 100 expressions, 75 groups of practical exercises, and 10 real cases to teach you to write super "goods" copywriting.

Copywriters need to deal with words every day. Most people who choose this profession also like writing articles. Copywriters are usually people who like to immerse themselves in the world of words. They are satisfied and enjoy the magical power that words can bring.

I think there are not a few copywriters with writer's dreams in their hearts! Frankly speaking, I am one of them. People who like words have a deeper and more delicate love for words and like to study the special charm of words.

But Andy Ma Si Long emphasized in his book How to Write Efficient Copywriting that good writing does not mean good copywriting! He pointed out that becoming a writer and copywriting are two completely different things.

As a copywriter with a writer's dream, reading this book really opened my eyes.

Copywriting is composed of words, so many copywriters will be immersed in word games, such as using puns, using lengthy metaphors, and even showing off their rich knowledge with obscure words or profound allusions.

Some copywriters take pleasure in it, thinking that these are the highlights of showing their talents, and the result is always counterproductive.

For this kind of copy, the author said:

Therefore, for copywriting, a happy mood is very important, but it is more important than the sole purpose of selling products.

The ultimate goal of copywriting is not to make people laugh, not to make themselves laugh, but to successfully sell the products mentioned in the copywriting.

Pleasure can be used as a means of copywriting, causing readers' emotional ripples, so as to achieve the purpose of selling products. However, in copywriting, whether the writer enjoys the writing process and the writing result is not the most important issue.

The so-called profession is to find out the purpose of the action. Just like sailing in the sea, you must have a clear direction sign to ensure the successful arrival in the end.

As a copywriter, dealing with words for a long time will inevitably produce special feelings for words. Compared with others, we may be more keen on studying words, more obsessed with word games such as puns, and more fond of the pleasant experience brought by writing a good copy.

However, selling goods successfully is the only purpose of copywriting. Always keep this in mind and avoid falling into the trap of indulging in words.

In the process of copywriting, we should always put the reader's experience first, take the purpose of selling goods as the only goal, and avoid falling into the trap caused by side details.

For professional copywriters, we need to face many types of products. For example, insurance, rifles, skateboarding, wedding planning ... these unrelated industries and products need the help of copywriting to achieve the purpose of sales.

As screenwriters, our personal style can't be consistent with all products, let alone have a strong voice with all products.

As writers, poets or literary creators, personal style is very important to them. They need to find recognition among their peers, so that people can recognize their works at a glance in the overwhelming articles or poems.

But for copywriting, whether you can show your personal style in copywriting depends on the situation.

Therefore, if our copywriting focuses on products, then our personal style should be invisible to ensure that the promotion of products will not be disturbed.

However, if we have the opportunity to sign our names at the end of the copy, or if we create our own brand, then we need to show our personal style and make ourselves recognizable among many writers.

Copywriting and the writer's style of writing are completely different. In copywriting, in most cases, we should learn to hide ourselves, so that we can see the brilliance of products in our copywriting, and there is no way to find personal elements. If we can be invisible in the copywriting, then we are successful copywriting.

On the contrary, when some articles need our names at the bottom, or we want to build a platform of our own, then we need to spare no effort to show our unique side, show our unique style, create a unique personal brand for ourselves with our own characteristics, and increase our recognition among many writers. Let others recognize our style at a glance in many works, then we are a successful writer.

Therefore, whether to show your own style depends on whether the copywriter wants to show the individual or the product.

If our ultimate goal is to sell products, then we must make our own style disappear. If our ultimate goal is to let others identify with ourselves and our personal characteristics, then we need to make every effort to build a personal brand.

Grammar is the basic problem we will face in the process of writing. The wrong grammar in the copy may cause sentence ambiguity, or obvious grammatical errors will make readers feel disgusted and deny the professionalism of the copy.

However, many popular advertising slogans now use some wrong grammars or replace them with typos in idioms to achieve the purpose of ingenious product promotion. For example, a motorcycle advertising slogan "Endless riding" and a clothing advertising slogan "Great clothes" are more prominent products and easier to remember.

Therefore, whether the grammar in the copy is correct or not needs to be judged in two.

Andy Maslon, the author, believes that a qualified copy should have the ability to identify grammatical problems, but it should also be able to put aside grammatical rules when necessary and create a copy that makes people shine.

As he wrote in the book:

Awe for words is an attitude that every writer needs to have, but as a copywriter, in the face of ever-changing social changes and increasing challenges, we need to respond flexibly to the challenges in our work with an open mind.

In the face of grammar problems, we must have excellent professional quality and learn to create flexibly. On the basis of ensuring the correctness of grammar, innovative and clever use of grammar in a specific context can achieve unexpected results.

In any case, the primary purpose of copywriting is to write excellent copywriting, and to achieve this goal, any method can be a means, and we must learn to use it flexibly.

Correct grammar is the guarantee of copywriting, and proper use of grammar games can make copywriting more brilliant.

The above is a detailed exposition on the point that a good copy is not equal to a good copy in the book How to Write an Efficient Transformation Copy. The core view expressed by the author is that the ultimate goal of copywriting is to write a good copy, so as to successfully sell products, and other aspects, in any case, should serve this ultimate goal, rather than become its burden.

For example, copywriting that likes word games may make readers feel disgusted and affect the effect of copywriting; Or you can't tell the display range of personal style, so when promoting products, let personal style dominate; And pay too much attention to the correctness of grammar, and miss the opportunity to skillfully use grammar to create perfect copy.

The core of this book is to make every copywriter realize that copywriting and becoming a writer are two completely different paths, and the two cannot be confused. The purpose of writing a copy is not to show one's literary talent, but to sell products.

For a copywriter, selling products is the only purpose. Only by recognizing this can we write a qualified copy and be a qualified copy writer.

In addition, this book has detailed tutorials, cases and practice methods on how to quickly attract readers' attention, how to set the title of the copy, how to introduce products, how to build emotional bridges with users, and how to create personal style. Help us to combine theory with practice firmly, be adept in skills, methods and strategies, and write a truly excellent copy, thus becoming an excellent copy.

Tom Albrighton, the founder of ABC copywriting, commented on this book and its author:

Lying cat: It's better to lie standing and sitting. I am a lazy cat who likes reading and writing.