What kind of ability and accomplishment should a copywriter have?

As far as copywriting is concerned, it requires solid writing skills and logical writing skills.

As far as planning is concerned, it is necessary to have the ability of insight and understanding, and be able to ascertain the needs of customers and the key points to be expressed. On this basis, I will study how to integrate this demand and focus into my own copy.

Others said some copywriting:

Copywriting is that you express what you want to tell consumers in infectious and appealing sentences. Its structure is not fixed, but there are several necessary aspects, such as what the product is and what benefits it can bring to you. I think the most important thing is that the culture represented by the product should be made clear to others!

Copywriting should not only understand pure literature, but also understand the psychological characteristics of consumers.

Copywriting can be said to be the eye of advertising.

Copywriting is also a banner to guide consumers to pay attention to advertising.

Copywriting and planning used to be vague, but now they are separated. The writer called him a paper salesman. In fact, copywriting is not just words, as long as pictures and music are attached to the words, it can be called copywriting ~

What is copywriting? ()

What is copywriter? What is copywriting?

Copywriting is the most important communication tool for advertising companies. Because of this, the role of copywriter is often misunderstood by customers and colleagues. The following are three important parts of copywriting.

The first and most important job is to write the text. An excellent copy can be created for any media: titles and words of printed matter and outdoor advertisements, story versions and dubbing of TV advertisements, scripts of radio programs, titles of direct mail sales, letters and replies, concise and powerful words on the Internet, and even short messages or dialogues. You should be able to understand the different reading habits of the audience. An outdoor advertisement has only a few seconds to attract readers' attention. In conversation, people want to know the whole story, and a direct selling letter must explain the purpose of sales. You should be able to change your writing tone and attitude, adjust your style according to the specific situation, and adopt a language that your target readers can understand. When writing advertisements for computer manufacturers and software manufacturers, you must use different tones. Copywriting is a challenging job, but after it is finished, some people may not like it at all. Therefore, you must go back and start all over again until the customers and consumers are satisfied.

One of the most interesting jobs of copywriting is to find ideas. Advertising is a "creative industry". Only creativity can ensure that your advertisement is known and impressed. The power of creativity is enormous, and the best creativity can even create a brand. For example, Apple's "Thinkdifferent" and IBM's "e-business", creativity is the most interesting part. Every copywriter has different ways to find the right idea for the right brand and the right time for the right product. It takes a lot of "creative experience" to ensure that your idea is correct and make it work. If you have a good idea. Then it may be recognized in the grand prize.

The third part is called "big". As a team leader, you must grasp the time schedule, you must plan your activities, you must communicate with your colleagues through countless meetings (the advertising industry is famous for countless meetings), and you must show and sell your works to customers. You are responsible for the success or failure of the whole mission.

The greatest copywriters throughout the ages are students of life, masters of ordinary feelings and people who fundamentally "understand".

Text /Abbott (Ogilvy Interactive Creative Director) DirkEschenbacher transferred from:

1. What is an advertising copy?

The so-called advertising copy is a form of expressing the content of advertising information in words. Advertising copy can be divided into broad sense and narrow sense. Advertising copy in a broad sense refers to the specific expression of established advertising themes and advertising creativity through advertising language, image and other factors. In a narrow sense, advertising copy refers to the composition of words and words that express advertising information. Advertising copy in a broad sense includes the writing of title, text, advertising language and the selection and collocation of advertising image; In a narrow sense, advertising copy includes the writing of title, text and advertising language.

Second, the requirements and composition of advertising copy

(A) the requirements of advertising copy

1. Accurate specification, point out the theme.

Accurate specification is the most basic requirement in advertising copy. In order to realize the effective expression of advertising themes and ideas and the effective dissemination of advertising information, the language expression in advertising copy should be standardized and complete to avoid grammatical errors or incomplete expression. Secondly, the language used in advertising copy should be accurate to avoid ambiguity or misunderstanding. Third, the language in the advertising copy should conform to the language expression habits and cannot create words that are not known to the public. Fourth, the language in advertising copy should be as popular as possible, and avoid using uncommon and too professional words.

2. Be concise.

Advertising copy should be concise and clear in the use of written language. First of all, the essence of advertising products should be expressed in as few languages and words as possible, so as to achieve effective advertising information dissemination. Secondly, concise advertising copy helps to attract the attention of the advertising audience and quickly remember the advertising content. Third, try to use short sentences to prevent the audience from being disgusted with long sentences.

3. Vivid image and creativity.

Vivid images in advertising copy can attract the audience's attention and stimulate their interest. Foreign research data show that the percentage of words and images that can attract people's attention is 22% and 78% respectively. Words that can evoke memories account for 65% and images account for 35%. This requires the use of vivid, novel and unique language with certain images.

4. Beautiful and fluent, catchy and easy to remember

Advertising copy is the whole idea of advertising. For the advertising language that appeals to hearing, we should pay attention to its beauty, fluency and beauty, so as to make it easy to identify, remember and spread, thus highlighting the advertising positioning, expressing the advertising theme and advertising creativity well and producing good advertising effects. At the same time, we should also avoid excessively pursuing the beauty of language phonology, ignoring the theme of advertisements, copying mechanically, far-fetched, and harming the meaning because of the text.

(B) the composition of advertising copy

Advertising copy should be composed of advertising title, advertising text, advertising slogan, advertising image and advertising voice.

Advertising copy consists of title, subtitle, advertising text and advertising slogan. It is a literal expression of advertising content. In advertising design, copywriting is as important as graphics, graphics have early influence, and advertising copywriting has a deep influence.

Advertising title: it is the theme of advertising copy and often the focus of advertising content. Its function is to attract people's attention to advertising, leave an impression and arouse people's interest in advertising. Only when the audience is interested in the slogan will they read the text. The design forms of advertising slogans are: information, questions and answers, imperative sentences, news, slogans, suggestions and alarm bells. When writing advertising slogans, the language should be concise, easy to understand, easy to remember, clear and novel, and the number of words in a sentence is generally within 12.

Advertising copy: advertising copy is to increase consumers' understanding and understanding of products and services with objective facts and specific explanations to convince people. The writing of advertising copy makes the content true and easy to understand. No matter what theme style is adopted, we should grasp the main information to describe it, and be simple and clear.

Advertising slogan: Slogan is a strategic language, whose purpose is to make consumers master the personality of goods or services and make the spirit of other enterprises in the domain different through repeated and identical performances. This has become an indispensable factor in commodity promotion. The common forms of advertising slogans are association, metaphor, promise, reasoning, praise and command. The writing of advertising slogans should be concise, novel and interesting, easy to remember, easy to read and catchy.