Reading Notes on Super Copywriting —— A Guide to Creative Copywriting in Micro-era (I)

The most classic copywriting is about people's desires and bottomless desires.

To impress your audience, you must first impress yourself.

Creating controversy itself is a creative move.

Stay away from cliches (cliches are old, vague, unrealistic and repeated countless times)

Wonderful creativity, like human nature, is never a simple plane. The more complex, the richer and the more attractive.

Stories are copywriting, and good stories are the richest raw materials for copywriting creativity.

People-oriented copywriting. Interestingly, "people often don't read the copy, but only look at what they are interested in."

In this era of images flying all over the sky, the picture is the body, and the words have gradually become clothes.

Symbols are signposts of attitude.

Take the events or things that everyone has experienced in life as the starting point of creation, and touch the feelings of the viewer with their own feelings. Therefore, copywriting can win the trust and praise of the other party emotionally and make the existence of goods an inseparable partner.

If you can use numbers, you don't need words; "Put the number at the beginning"

It is not difficult to see that Riman is regarded as a replica, which is very commercialized and industrialized, and it is the satisfaction of a certain cultural desire and emotional appeal of all beings. Feelings are also a form of copywriting. Any element that attracts the audience's emotional experience can always bring strong productivity and consumption power.

Helvetica is the default font of Apple computer, and Arial font commonly used by Microsoft also comes from this. 2007 is the 50th anniversary of the birth of helvetica. As a very popular and successful font in graphic design and business, British director Gary Hustwit made a documentary "Helvetica" specially for her.

In order to achieve the goal of poaching, the recruitment copywriter can't say how good he is, but poke the employees' pain. When the reader is moved by it and rekindles the fire in his heart, the author of the copy has hidden his merits and fame.

Who is writing a copy?

Most people's story background is boring, and only a few souls have juicy stories to tell.

Carrie

Feng Tang

Master of creative writing course

Gold Copywriting: Copywriting course not taught in 43 schools.

Next? Write a copy for who?

Change is to reconstruct your heart.

Rebuilding other people's minds is a dangerous game for creative writers.

Write a copy for others, gain insight into the times, gain insight into yourself, not indulge in falsehood and be persuasive; Writing a copy for sex requires superb skills, sensuality, and providing fireworks imagination in your mind.

This book was recommended by the department manager to the planning department for copywriting. It will take about two days to finish reading.

Let me talk about the shortcomings of this book first. When reading the catalogues, I feel that each catalogue is a short story. Looking at the words, I feel very confused and confused. There are many selected cases, but they are mixed together and the organization is not clear. So that I read the first thirty pages twice before I found the routine and state of reading this book. There are few dry goods, so it may be a little difficult for Xiao Bai who wants to learn theoretical knowledge to read this book. The author's point of view is more inclined to perceptual taste than down-to-earth theoretical analysis. Xiao Bai, who wants to catch dry goods directly, read it carefully.

Let's talk about the advantages first. By reading this book, I learned a lot about copywriting cases, met many literary masters, and learned a lot about famous works and even hot events. Covers film and television, publishing, automobile, sports, jewelry, cigarettes, manufacturing and other industries. Moreover, the author's case analysis and opinions can be used as copywriting for some products, and I have to say that some words are very touching.

In a word, I think the essence of this book lies in the cases it collects. I will sort out all the cases, characters and event keywords in this book in my next reading note.