What should I pay attention to when writing copy? What do you need to pay attention to when writing

Copywriting should pay attention to avoid self-congratulation, to stand in the user's point of view, copywriting should not be creative, interesting as a measure, the only measure of copywriting should be whether the user can understand, whether it can promote the transformation of the product. We must establish a scientific and practical concept of copywriting, and avoid detours in copywriting. <>

1. Clarify your writing plan and goals.

Ask yourself, what is this copy for? Who is the audience? Where are the delivery channels? What is the goal?

Every copywriter has a goal that suits them, and when writing copy, you should also write according to this goal, otherwise your copy will either look awkward, or it will be ineffective or even a waste of time and promotion costs.

As long as the target audience is clear, the copywriter is guaranteed to at least not waste money. This lesson will teach you how to identify your target audience and teach you how to "see the people and serve the dishes".

2. Determine the selling point of the product before writing the copy.

First of all, you need to understand the product and determine the selling point of the copy, and then you can extend from the selling point to write a good copy.

Use evidence and further benefits to make the selling point more powerful.

3. Dig deeper into the benefits in the selling point, and users will like your product more.

4. When we write copywriting, we should write different copywriting according to the characteristics of different channels.

5. In the first 30 seconds, I feel that the life and death of the copywriter, the first sentence in the copywriting is very important, which directly determines whether users can be attracted to you, and even spread it after reading the entire copy;

5. The tone of the conversation with the user;

After writing the copy, you should also adjust the tone of your copy according to the user, so that the user can read it more comfortably and have a sense of trust.

Make use of contrasts to make your copywriting more salesable, simple and efficient;

I am Zhou Danlin, a senior self-**** person;

Copywriting is a very important way for the product, from the perspective of the product, the copywriter can impress the user, and establish contact with the user, to achieve the purchase behavior, for the user copywriting is also to help the user to understand the product of a channel and method. When writing copy, we must pay attention to the product and also the user.

The main points to note are as follows:

First, there is a story, which is more moving. The story itself needs to be authentic, bring value to users, and be monetized;

Second, be logical. If your copywriting has no logic and is always pieced together with random words, users will not like to read it, nor will it have a touching effect, so the copywriting must be very logical to some extent in order to realize its value;

Third, be relevant to the user. If your copy is just a description of the product and doesn't contact the user, the user won't buy it.

Therefore, a good copywriter must come from a sincere story, and at the same time, there is a lot of logical thinking from it, when the copywriting can be connected with the user, the user will naturally feel its value, will have a good impression of the product, and then produce purchase behavior.

Before writing copywriting, we must have an understanding of market products and users in the early stage to be able to carry out in-depth cooperation, when excerpting copywriting, do not have to be too sensational, the important thing is sincerity, in order to achieve mutual connection, when we can contact customers through copywriting, the later cooperation will be easy to establish. Establish a relationship of trust with sincerity and establish a cooperative relationship with practical actions, a good copywriting has great added value for the product.

For this problem, Meow will first go to the next case. There is a settled writing class on Weiku that sells very well. Today, Meow will take this one (because you don't allow you to insert external links, please search and settle down by yourself, copywriting) as an example to explain the writing method of good copywriting.

The article stands out from the beginning. At the beginning of the article, it was said, "Some people say: In this era, it is difficult to produce a noble son from a poor family." Is that really the case? Over the past two years, I've seen a lot of cases where someone has changed their life ...... because of their writing”

We all know that there are very few real elites, and most of them are ordinary people. Counterattack from the bottom, ordinary people, such a setting can very resonate with users.

Before we can see how the following story happened, the user already has a psychological presupposition, that is, the protagonist of the next story, he is the same as me. So he brings himself into it when he reads the story.

What happens when you bring yourself into the story? What the protagonist experiences in the story seems to the reader as if he had experienced it himself; In the story, the protagonist cries and laughs, and the reader will be sad and happy.

So he chose a very wide audience from the start. In short, the beginning must have a sense of story and pictures, so that the reader can substitute for it. If she can't bring it in, then she doesn't have trust in you and won't pay for it.

It doesn't matter who the group is, it's just that the scenes and stories you describe are changing. Human nature is interconnected. People like to listen to stories, like to listen to stories that happen to others, especially like the scenes in this story, similar to their own lives, so that they can have emotional resonance.

In the middle part, she writes about the "change in life" after learning to write, the increase in income, and so on. Let the reader be full of anticipation, feel that her article is useful, and learn to change his life, so he will have a desire to buy.

And the key to "changing lives" is actually the skill of [writing]. And the copywriting itself is for sales writing lessons. In this way, the purpose of promotion is achieved.

Smart you, have you learned? Try writing a copy this way!

Clause. First, the style of copywriting, such as some anniversary copywriting, at this time you need to be biased, and don't be playful;

Clause. 2. Avoid using words restricted by the Advertising Law, such as "most", "first", etc.;

Clause. 3. Pay attention to small details, ten words in a sentence, and if you make a mistake in one more word, you can think of the result yourself. Hope.

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.

To write good copy, there are a few six principles you must know.

Copywriting generally refers to the profession of writing work in advertising agencies or corporate planning departments. It also refers to a genre that is used to express a certain scheme or idea. Designed to solve problems with words.

A copy includes the main headline, body text and advertising slogan, so to write a copy or create a good copy, you can start with the composition of the copy.

1. Do basic research to know who we are.

Be sure to understand the product, understand the product, treat it as your lover, be familiar with it, understand, and love. First digest the product and market research information, and describe the product in no more than 100 words, and this description of Morinoga should include the characteristics of the product, the function, the target consumer group and the spiritual enjoyment of four aspects.

For example, the cough avoidance phlegm can quickly dissolve the harmful stubborn phlegm accumulated in the trachea, the drug effect is strong, does not contain anesthetic ingredients, is safe and reliable, and makes it easy to dissolve phlegm and relieve cough just like talking.

2. Think about the promise to consumers and know what we can bring to them.

Then ask yourself: what should we promise to consumers, this is very important, there is no trust without commitment, there is no consumption without trust, and the more specific the promise, the better, don't write promises that you can't even believe, because your commitment determines the consumer's attitude towards the product.

Such as:"Makes you beautiful"The promise is not as good"Eliminate dark spots on your face"and"Make ** white and shiny"Come with power; "Saves you money"Not as well"Let you save 10 yuan"Come powerfully!

3. Set the tone for the copy and think about what you're going to talk about.

Copywriting provides content for advertisements, slogans, flyers, brochures, mailings, user guides, articles, scripts, etc., so you need to determine the tone of the copy. And everything written for users is mainly divided into advertising companies, corporate publicity, news planning, etc. Generally, copywriting and planning are separated, but sometimes copywriters will also do some work such as event planning and news planning, which is focused on according to the company's situation.

Planning is the upstream link of copywriting, and its personnel quality requirements are higher than that of copywriting. Planning is the outline that oversees the whole article, and copywriting is the finishing touch. Planning is a profession that considers how to advertise, such as the form of advertising, audience analysis, publicity focus, and marketing strategy

1. Refuse to be ambiguous, and the copywriter should have a transparent physique.

Writing is essentially a medium for transmitting information, and clarity of meaning is the basic requirement for it. Good copywriting must neatly arrange the information before presenting it to the user, rather than creating a maze of words that confuse them.

2. Refuse to be verbose and put a pair of "scissors" in your heart

It's an era of scarce attention. According to data released by Procter & Gamble, the average time for digital advertising is only 1 7 seconds, which is almost the blink of an eye. Brevity is the importance of copywriting.

3. Reject confusion and use logic to connect each sentence.

I often hear complaints that I have a clear idea in my head, but I don't know how to write it clearly.

A person's thinking is truly clear, and his writing must be clear and fluent. The logic of words and the style of writing are two different things. Words are a mirror of thinking, and if the words are confusing and lacking in logic, it can only mean that the brain is still a mess.

Copywriting is a position in a company or enterprise that engages in writing work, that is, using words to express the creative strategy that has been formulated. Wen Yinfeng's case is different from the designer's expression techniques with pictures or other means, it is a process of expression, development and deepening of advertising creativity, which mostly exists in advertising companies, corporate publicity, news planning, etc. The main job of a copywriter:

Writing newspaper advertisements, magazine advertisements, posters; Write enterprise samples, brand samples, product catalogs; Write daily leaflets and brochures; Write DM direct mail ads, including envelopes, email bodies; Writing TV commercial scripts, including storyboards, narration, subtitles; Writing scripts for TV feature films; Writing a shooting checklist for TV commercials; writing radio commercials; Write advertising lyrics, or sinicize (translate) foreign language lyrics; Write various forms of online advertisements, name columns, and write internal copywriting; Writing SMS ads; Write creative elaboration of various advertising works; Writing advertising slogans; Write product packaging copy, including: brand name, instructions for use, product ingredients, etc. Give your product or brand a name and make a creative statement.

Name the performance and make a creative presentation; Write the text on the event invitation card and the promotional materials on the event site; Name and creatively elaborate on various gifts; Name the store and make a creative statement; Write copy of the store's window or in-store pop materials; Writing advertorials (news, stories, reviews); Write a proposal, or assist planners in optimizing and polishing the text. Assist the client's internal journal to provide the subject direction and review the text. Generally speaking, different working environments have different requirements for copywriters.

But the usual requirements for copywriting are:

1. Have a certain degree of literary literacy, strong language (textual) organization and expression skills;

2. Strong ability to receive and respond to external information;

3. Previous study in related majors (such as journalism, advertising media, Chinese, etc.), and a certain foundation is preferred.