What is copywriting and what is its concept?

1, responsible for product advertising promotion strategy, expansion planning and creative writing of promotional materials;

2. Responsible for planning creativity and media budget;

3. Responsible for business contact with media and advertising companies;

4. Cooperate with the company's products for promotion planning;

5. Write the company leaders' external speeches [1].

For example:

Advertising copy: film and television advertising scripts, newspaper advertisements, leaflets, etc.

Corporate copy: corporate propaganda, news propaganda, image propaganda, etc.

Generally, copywriting and planning are separated, but sometimes copywriting will also do some activities planning, news planning and other work, which will be focused according to the company's situation.

How to write a good copy

1, showing the understanding of the audience's requirements.

You will feel that people who know your needs better (including spouses and psychologists) can also meet your needs better. The same applies to advertising. "This advertisement understands me," the reader feels. "I can trust it a little." This helps to eliminate the buyer's doubts about the seller, and even the feeling of "not being trusted at ordinary times". The advertisement of Xerox's information acquisition system skillfully uses Murphy's law to express the understanding of the problems faced by the target audience: there is a man in the office, and the microphone is close to his ear, and there is bad news: "Sir, we have checked the information you are looking for-it must be lost."

2. Challenge the accepted facts.

A more pleasant paradox in advertising is that what is contrary to the generally accepted concept is more convincing. Brand-new ideas amaze readers and replace old-fashioned conversations. A cliche in the media field is to use the "cost per thousand people"-how much money and how many readers-as an index to evaluate magazines. Barrons, an investment magazine whose readers' wealth often exceeds seven figures, challenges this view. The focus of the debate should be the "quality" rather than the "quantity" of readers, and "millionaires have the lowest cost" has become the headline.

Since facts are more credible than claims, it is better to use facts as claims.

In advertisements, "claiming" is often just a euphemism for "lying". Many of these specially decorated lies are specially prepared for lawyers and publishing inspectors. You can't say that there are more peanuts in your peanut butter unless you have held an open and fair peanut counting ceremony. But it can be said that if someone prepares this peanut butter for the child, he is a better mother. Then all you have to do is admit that you are an advertiser and all the charges will not be established. Advertising is advertising anyway. For lawyers and inspectors, as long as it is effective, just lie! But, for everyone else, a lie is a lie, as clear as a bell. This is why BMW's advertisement not only insists that BMW is a top investment, but also proves this with its high second-hand price. Its persuasiveness does not come from the comparison with other cars, but from the fact that the target audience may compare it with other investments. "Last year, a car beat 3 18 shares in new york stock market."

4. convince readers.

Regardless of our sarcasm to salesmen in general and advertisements in particular, there is a place in everyone's heart where they really want to believe that if they use any toner or conditioner, they will have a better sex life. It's a pity that this place is patrolled by armed guards who are full of muscle and money. Like this book, they talk nonsense and can't afford to fall to the ground immediately. The pass we need for a strong guard is strong evidence that he can accept your premise without looking stupid. DDB's advertisement for Avis not only says that Avis works harder, but also says that if you are only second, you must work harder-is there any other way?

5, let readers have to believe.

This echoes the fourth one. American President Coolidge once said that "unreasonable people are hard to believe after all". The premise of Avis advertising echoes the survival law that small fish may be eaten by big fish if they don't swim faster, which accords with this point. The top of the Volkswagen convertible is fully open, and so is the advertisement showing the steam-cooled engine: "There will be no problem with the cooler because there is no cooler"-an irrefutable title.

6. Become the best choice among similar products.

This sentence is full of every creative briefing these days. This is one of the most basic strategies in the "1990s", although you don't know that it was the 1990s-advertisers were already using this strategy when buyers were still paying in Beibi. This method is effective because everyone who buys things wants others to think that he has done a smart thing, at least it is not considered a stupid thing. Buyers' pursuit of good and avoidance of evil is eternal, so why is Saab 9000 positioned as a "sports car for people who inherit their heads instead of treasures"?

7. Have a desire to buy.

As long as you have a pulse, you have desire. If the product can realize your wish, its advertisement will not be like a salesman's chatter, but can become an inner temptation and whisper, encouraging you to realize your dream. For the highest-priced bourbon product "Wild Turkey", this means that readers can't forget that any cheaper choice is blind thrift and self-denial: "Of course, there are cheaper bourbon-and cars with smaller inventory".

In short, advertising, as its name implies, is only half the truth: advertising will only put forward arguments that are beneficial to the product. As for the unfavorable argument, the opponent will be happy to put it forward. Plus, readers can only take what you say with a grain of salt, and your half-truth will soon become a quarter-truth. There is a fine line between irrelevance, indifference and danger.

If there is a simple principle that can sum up all this-there is no simple principle, but I put it forward anyway-that is, an advertiser should assume that readers are at least as smart as themselves. This helps you to be sincere often or almost always. In addition, it also helps to achieve honest writing-and credible advertising.