What are the basic requirements for copywriting?

First, the entry point of the article

The so-called entry point of the article is the direction in which the author writes the article, from what angle the author writes the article, or what the topic of the article you write is about, which is simply the entry point. Common advertorial writing generally starts from the perspective of knowledge popularization and hot topics, which is often simple and effective.

Second, the title of the copy

When it comes to the writing of advertorials, the title plays a weight-lifting role. If you want to sell your products through the Internet, the level of advertorials is the foundation. So how can you make your title liked by users?

Regarding the formulation of the title, the first is to come from the content of the article, and the second is to modify and optimize it on this basis, integrating more popular topics or attractive suggestive words, etc. Third, if you really don't have the inspiration for copywriting, you can look at how other people's headlines are written, and after comprehensive consideration, you will come up with your own headlines.

Third, the content of the copy

The first paragraph of the article also talks about the importance of the content of the copy, and a good piece of content is a necessary condition for the reader to be able to read it carefully. When we write copy, we need to maximize the effect of concept and advertorial marketing, so that we can retain readers and improve the conversion rate of the article. Finally, it is a great success to allow users to understand what the copywriter wants to promote and deepen their memory when they read the article.

Fourth, the body of the writing skills

In addition, the first paragraph of the text can often be used as an extension of the title, so that the reader has the desire to continue reading after reading the first paragraph, so it is necessary to write the first paragraph according to the form of the title.

Try to keep it as short as possible, and delete all the dispensable content that can be explained in one sentence, don't use two sentences. If you can explain it in 10 words, don't use 20 words.

The second meaning is to attack one point and ignore the rest.

The more you have to say, the less you can write short. You have to learn to express only one core content and let go of the rest without mercy. If you need to convey multiple messages, you can write them into multiple pieces of copy, one after another, fragmented and continuous.

The third meaning is that the paragraph should be short.

Segment as many segments as you can. Single-sentence paragraphs are promoted. Even if you post a hundred words of content in the circle of friends, you can also consider it, is it better to divide it into three or four paragraphs?

The fourth meaning is that sentences should be short.

Keep sentences as short as possible, and don't write long sentences, sometimes long sentences can confuse you yourself, let alone make them understandable. Don't use active sentences to set passive sentences.

Don't have multiple adjectives. But, but, and, yes... This kind of meaningless empty word.

Delete them all as much as possible.

Note 2: Combination of text and illustration.

Micro-business copywriting is best written and illustrated, so that it is more than a simple ** information content, and more eye-catching than a simple text content. The way to send a message to the circle of friends is to click "Discover a circle of friends", then click the camera pattern in the upper right corner, select one or more **, then write the text, and click send.

If you want to simply send text, press and hold the camera pattern, and then enter the text directly.

But in fact, 9 pictures may not be how many people are willing to open them one by one, and send 9 pictures at a time, with too strong micro-business sales atmosphere, but may cause people to resent it.

Only one at a time** may be more eye-catching and may play an emphatic role.

If it's not particularly needed, try to send one at a time**. You can also send out 9 ** in 9 times, which is the "persistence" we talked about earlier.

What is the focus of your marketing? It is necessary to put this core or key design in the most conspicuous position and design it is the most prominent. One trick is that when you're not creative, enlarging the text is the best idea.

Note 4: Emphasis at the end of the article.

A piece of text that the reader pays most attention to at the beginning, followed by the end.

So when copywriting, we should try to put the most important content at the beginning of the copy, and put the second-most important content at the end of the copy.

This sentence can also be understood as not stuffing important content in the middle of the copy, which readers can easily ignore. It's important to note the logic of our thinking when we write.

It is not consistent with the reading psychology of the reader.

When writing copy, you should always take care of the reader's reading psychology so that they can pay attention to the content you want them to pay attention to.

At the end of the article, you can emphasize the main points, make a request, or give a new directive.

What are you going to ask your readers to do? For example, please like, trouble**, hurry up and place an order, deadlines, etc., these are not enough to be placed at the beginning, but they are very important, and they are placed at the end.

Copywriting is not the same as design, copywriting requires a certain amount of copywriting skills, but design requires familiarity with software such as PS AI CAD 3DMAX.

The relationship between the two is like a detailed introduction to the baby, which needs to be combined with words and words. Advertising copywriting refers to the occupation of writing work in advertising companies or corporate planning departments. Advertising copywriting also refers to a style of writing that is used to express a certain plan or idea.

For example: advertising copywriting planning, advertising copywriting, film and television advertising scripts, newspaper advertisements, leaflets and other advertising corporate copywriting: corporate publicity, news publicity, image publicity and other general advertising copywriting and advertising copywriting Peihu planning is separated, but sometimes copywriting will also do news planning and other work, depending on the company's situation.

1. The main work content of the profession of copywriting and planning in advertising companies is as follows:

1. Responsible for the writing of creative words in the business plan;

2. Participate in the planning and creative meetings of various internal businesses;

3. Responsible for proofreading and signing the text and design of the proposal and output;

4. Responsible for the management of various business documents;

5. Cooperate with the improvement of the communication plan, cooperate with the improvement of the communication theme, and be responsible for completing the creative performance and proofreading of the communication theme in a variety of communication methods;

6. In the process of project brand service, cooperate with the advertising strategy, and complete the creative performance of advertising (film and television, print, radio, and network) according to the strategy;

7. Summarize and sort out copywriting creative methods and working methods, and collect and sort out successful advertising cases;

8. Coordinate the work of the company's compatible departments and provide customers with the most perfect solutions in the first time;

9. Complete other tasks assigned by the leader. 2. The requirements for the copywriting planning position of the advertising company are as follows:

1. College degree or above in marketing management or related majors;

2. Experience in marketing planning;

3. Excellent copywriting skills, strong creative thinking ability, creative concepts and good communication skills;

4. Understand the market dynamics, plan and formulate the overall plan in a timely manner according to market changes, and plan regular activities;

5. Organize and implement experience, supervise, guide and implement the implementation of ** activities, and successful planning cases are preferred;

6. Have the ability to comprehensively use various marketing methods including advertising planning, advertorial publicity, public relations activities, etc. for marketing and brand promotion.

1. Multi-dimensional thinking, I have participated in the brand self-analysis of a product, and when analyzing the advantages of the product, first set the product to have 30 or 20 advantages, and then we will carry out the head storm together from multiple angles and all aspects, so that the characteristics of our own products will be dug out deeply, and the effect is good.

2. Expand the product features, make a record of the characteristics of the product, and expand each point later. Different combinations of words will bring different effects, which can bring some "emotion" to your words and increase their persuasiveness.

3. The thinking of solving "conflict", the essence of the product, is the prop for resolving conflict. So how do you spot consumer conflicts? point out the irrationality of a certain state of affairs in the past and create contrasts; Find the enemy who is in line with the customer and stand in position, and then fight back on their behalf; Reinvent your ideal self and stimulate your subconscious needs;

4. Treat each copywriter attentively, commodity copywriting is equivalent to building a page database full of content, a successful copywriter can be a 24-hour uninterrupted propagandist for our products, sell countless goods, the investment value and rate of return of good copywriting is extremely high, thinking of the advantages of this kind of copywriting, it is completely necessary to write each copywriting with heart.

1. Multi-dimensional thinking, I have participated in the brand self-analysis of a product, and when analyzing the advantages of the product, first set the product to have 30 or 20 advantages, and then we will carry out the head storm together from multiple angles and all aspects, so that the characteristics of our own products will be dug out deeply, and the effect is good.

2. Expand the product features, make a record of the characteristics of the product, and expand the dry mountain noodles after each point. Different combinations of words will bring different effects, which can bring some "emotion" to your words and increase their persuasiveness.

3. The thinking of solving "conflicts", the essence of the product, is the prop of Kaishu to solve conflicts. So how do you spot consumer conflicts? point out the irrationality of a certain state of affairs in the past and create contrasts; Find the enemy who is in line with the customer and stand in position, and then fight back on their behalf; Reinvent your ideal self and stimulate your subconscious needs;

4. Treat each copywriter attentively, commodity copywriting is equivalent to building a page database full of content, a successful copywriter can be a 24-hour uninterrupted propagandist for our products, sell countless goods, the investment value and rate of return of good copywriting is extremely high, thinking of the advantages of this kind of copywriting, it is completely necessary to write each copywriting with heart.

Aspect 1: Title.

The focus of whether an article can attract people is its title, so many headlines have been extended, using distorted, ambiguous and even yellow-stained headlines to attract people. Although the title is very important, in my opinion, important does not mean that there is no bottom line, since the title of the copy is "title". Then you can't deviate from the original intention of the title, if the whole article is summarized, the content to be written is in line with the title.

Many people will read the title first when reading the article, so the title should express the content of the article and save others' time, which is the best publicity for themselves.

Aspect 2: Writing.

A good title is the focus of Fengyu's appeal, but if you want to keep the attention of others, the important thing is your own writing, if the writing is very bad, the article written is stumbling or even bullshit, I believe that no one will waste their time to read such an article. Language and writing are ways to express ideas, and if you can't master your own writing, no matter how grand and magnificent your thoughts are, if you can't write them, others won't be able to understand them.

The cultivation of writing depends on careful attention and careful memory of daily life. The books you have read, the roads you have walked, the people you have met, are your own accumulation, is the basis for improving your writing, read more books, talk to people more, walk more, pay attention to the beautiful words or languages in life from the details, I believe that as long as you work hard, the improvement of writing is very fast.

Aspect 3: Focus on the key points.

Copywriting planning is mainly for the introduction of products, the teaching of their own abilities, or the promotion of related types. The title is attractive, the writing is good enough, and the next step is to grasp the key point of your own writing, otherwise, why should others look at your copywriting plan? The writing of the famous book ** is not good enough?

The title of the variety show is not attractive? If you can't grasp the key point, the front ones will be given for nothing.

To grasp the key point, first of all, you must set an outline before writing, understand what you want to create, and only by understanding can you grasp the key point, if you don't know the product yourself, then do you expect others to be curious about the product through the copy you write and achieve profit? The reason why many people's copywriting planning is not good is that they can't grasp the point, and if you can get to the point, then you are halfway there.

Hello, first, all kinds of copywriting.

1. One-sentence advertising is deeply rooted in the hearts of the people.

The most important thing in advertising is not to take the bottom line as a feature: for example, many restaurant owners make dishes clean and hygienic, never use gutter oil, health first! On the other hand, you're in catering, isn't that the bottom line you should be?

There are also some such as merchant activities, what jumping price, loss-making sale, the last three days of clearance, and so on, many people take the bottom line as a feature, and seem to be moved to cry, but customers are indifferent and will not buy it at all!

A common mistake people make is to always want to tell others how good your product is and how good your service is!

Good advertising is not a description of product features, but to awaken the memory in the customer's mind and make it relevant!

So let's give you two chestnuts first.

Brain platinum: This year's festival does not accept gifts, and only brain platinum is accepted for gifts.

Advantages: It does not mention the characteristics of the product itself, but solves your gift troubles, it is not a health care product, but a gift.

JDB: Afraid of getting angry, drink JDB.

We all know that drinks are used to drink, the function is to quench thirst, and what should be emphasized is actually the taste, and JDB has never emphasized its taste, but emphasized the fire, everyone has had the experience of being on fire, JDB is to awaken the painful memories when you are on fire, so it is not a simple drink, but a preventive drink for you to go out and get on fire.

Chinese Standing Collar: I only wear Chinese Standing Collars at critical moments.

What is the moment of truth? For example, one of your dates, an important speech, or an important client may be the most important moment of your life! Then how to dress up, will be very distressing to think, then it creates a scene for you, awaken your memory of important moments, so it is not just clothes, but a common item for important occasions.

Summary: The good attributes of the product are not your selling point, but your bottom line, awakening the memory in the customer's mind and making it associate, which is the killer feature of advertising!

2. How to write event copy.

Anyone can write, but writing is not the same as writing copywriting, many people understand that it can only be called a narrative, not a copywriter, repeated defeats are narratives, repeated defeats are copywriting, I want to sleep with you is a narrative, I want to get up with you is a copywriter, sleeping when I read a book is a narrative, falling asleep and holding a book is a copywriter, of course, these are just jokes.

But in this era, we must be rational, if we are not rational, we must be emotional, if we are not emotional, we must not be emotional, if you are neither rational nor emotional, then we must learn to express, all expressions are not ingenious, but use words to promote business, and use copywriting to move people's hearts.