2023 Essay Sprint Copywriting work, can anyone really do it?
In a company, copywriters seem to be able to work part-time for many types of jobs. Especially now, in the context of all-round talents, copywriting seems to have become a job that can be crossed by any type of work. Personnel can be part-time, planning can be part-time, design can be part-time, and operations can also be involved......
The result of this is that your copywriter, in the company, anyone will give you "pointers".
So, copywriting is really that simple, anyone can do it?
First of allTo put it bluntly, the requirements for the work are basically passable, and it is okay to make a "look" product, this kind of company is not suitable for branding, and the attitude is not right. The brand is social, subject to social supervision and long-term testing, and the passable mentality is not good, which is a shame.
SecondlyAnyone can do copywriting, but not everyone can do it well. Everyone has learned the language, and it is easy to get started, but it is not easy to do it well.
If you don't believe it, I'll show you the techniques and routines of copywriting, and you may have some "understanding".
Good ad copy goes through a process. The process is: strategy, insight, concept, expression. What does that mean?Meaning, the structure of your copywriting plan is these eight words.
Let's get started:
1. Strategy
The essence of strategy is choice. Therefore, the beginning of copywriting is to clarify the basic strategy of the brand, what is the positioning of the brand, and what is the purpose of communicationWhat kind of challenges do you face?
Copywriting is to carry out creative ideas under the guidance of strategic direction. Sometimes when we see an ad that is not effective, it may not be that there is a problem with the copy, but that there is a deviation from the strategy level;This is also why the truly valuable copywriter understands strategy and can do strategy.
As a reminder, while strategy determines the direction of copywriting, it doesn't mean that copy is subordinate to strategy. Copywriting is a creative expression of strategy, and the focus is on creativity. At the same time, it is important to make it clear that strategy is the language of business, while copywriting is the language of consumers.
To put it bluntly, your copywriting ideas must inherit the brand strategy and support it. Therefore, this part is generally the content of the brand house.
2. Insight
The core purpose of this part is to clarify who the target audience isWhat are their needs?The psychological motivation behind the need.
So what is insight?
Insight is the gap between perception and facts. What do you mean?There are two types of insights that are easy for you to understand:
The first category is called:"The heart has arrived, but the mouth cannot reach." It's that everyone has this statement in their hearts, but they can't express it accurately in words. When you can say it, people will think, "yes, that's what I thought."
SectionThe second category is called:"When I heard this, I suddenly realized." No one has thought about it this way, and as soon as you say it, you don't need to explain, everyone thinks it's right.
Between consumers and products, there are four types of insight dimensions:
Some unmet needs, some unspoken voices, some unattended feelings, some unfulfilled dreams.
In insight, there is one step that cannot be missing, and that is analysis, consumer task analysis.
Before you can perceive, you have to have analytics
As I shared earlier, everything that involves advertising is inseparable from an analytical model, the consumer task analysis model. Copywriting is a kind of advertising, which is naturally within this analysis framework, and the specific content is referred to the following figure:
3. Concept
Concept, that is, what to say. That is, your core communication subject and content. Similar to the keywords of the U.S. election. It is the key to strategy and creativity, which is the process of bringing everything to one, and it is also the beginning of the oneness of all things.
The unity of all things is a combination of the strategic direction of the brand's core value audience and the core buying point of the product.
This concept can be extended to multi-clock forms of copywriting, including: brand name, product packaging, product manual, advertising slogan, flat title and text, TVC narration and subtitles, broadcasting, DM, single page, poster, advertorial, banner, web page, Weibo, WeChat draft, product detail page, baby description, greeting card, text message, building book, live broadcast copywriting, etc. Output unified values, lifestyles, and aesthetic styles.
Therefore, it is emphasized here that the concept is a combination of the core selling point of the product + the core values of the brand, so that it resonates with consumers.
With the concept, the creativity and copywriting have a soul.
At the same time, emphasizing concepts is often the output of a word. What kind of words should a brand look for?
Fourth, expression
What is the specific copywriting performance and what kind of ** form should it be applied to?
To put it bluntly, it is the copywriting style (slogan, story, poem, etc.) + carrier (poster, circle of friends, live broadcast, etc.) + expression skills (rhyme, contrast, metaphor, SCQA, etc.).
Copywriting cannot create a desire to buy a product, but can only evoke hopes, dreams, fears, or desires that already exist in the hearts of millions of people, and then direct these "pre-existing desires" to a specific product.
Therefore, in terms of expression, there are two ideas: one is the fear of pain points, and the other is the gap of yearning.
This is also what I have always believed that copywriting expression must be: pain points, buying points, and selling points.
There are 11 kinds of pain point copywriting inspiration ideas, namely: compensating oneself, compensating others, backward psychology, superiority psychology, completion psychology, experience acquisition, ideal identity, avoidance identity, consistency psychology, merit-based psychology, and dilemma psychology.
Focusing on the copywriting genre, I focus on slogan sentences and story articles to share:
Sentences are the word of mouth that spreads the word.
The structure of its core sentence creation is as follows:
In terms of expression, it is mainly based on comparison and prosperity.
For example, primers are analogous, analogous to things, and metaphors are also analogies. Through the comparison of the two things, in order to seek their similarities and analyze their differences. For example, Cadillac: The degradation of males is the sadness of this era, but fortunately there is Cadillac.
Those who are excited, because of things, trust things to things, and feel the words. Through your own experience, you can express your opinions and feelings. Xing, build a scene, based on this feeling. A thing that can arouse the user's memory and emotional reaction (it's so annoying to sell advertisements in the circle of friends) Feelings and opinions (scolding him for being hurt and angry, not scolding him is very aggrieved) Back to the brand point of view Selling point (don't bear it on your phone, you can do it if you want to clean up the garbage). Posters are used a lot.
The rules of sentence copywriting:
The first rule: listening, speaking, reading and writing. Copywriting should be auditory and colloquial, not visual and literal, and the best copywriting is word of mouth.
Be cautious in the use of written language: Oral language is the right way, Nongfu Spring is a little sweet, who knows ...... who uses it
Use more short sentences and less long sentences, and don't use complex sentence structures: just do it.
Appeal is paramount, don't pick grammar: live sensually;"I don't accept gifts during the holidays this year, and I will receive brain platinum when I receive gifts" This is a parallel move, which is contradictory, but it is easy for people to remember.
In order to rhyme, copywriting can do anything: if you want to live well, hurry up.
The second law: figurative abstraction. Good copywriting should create feelings, breaths, tastes, touches, colors, pains, tears, and smiles.
Related to common things: beautiful Belgium with 5 Amsterdams;Down payment?Just buy two bags opposite.
Target audience: The little prince has a very tasteful dialogue. If you say to someone, "I saw a beautiful house with red brick walls, with geraniums crawling in front of the bed and doves ...... on the roof.""They can't imagine what this house is like. You have to say to them, "I saw a house worth 100,000 francs. They immediately shouted in reply, "What a beautiful house"—the little prince.
Describe the specific scene: The New Year's ad for the wine "drove thousands of miles just to fill the big round table in the house".
The third rule: contrast and mediocrity. Interestingly, you have to understand that humor is essentially knowing a contrast. Tell a story: The American representatives visited the Soviet Union, and the Soviet Union received them to pay tribute to the great achievements of the Soviet Union's construction, and proudly said: By the next five-year plan, every Soviet family can have a private jet. The Americans were surprised and asked: What do they want planes for?The Soviet Union said: Of course it works. For example, if you hear in Moscow that Leningrad has started ** bread, you can immediately fly a plane and dare to queue up.
Article
The common one is fu, pay attention to four points:
· Title:Arouse curiosity and attract reading;For example: "Overnight, Beijing's manhole covers all disappeared", the title can make you wonder if all Beijing's manhole covers have been stolen.
· Beginning:Get straight to the point, straight to the point;For example: "The Great Wall Dry Red - Two Guys Who Don't Understand Red Wine", the beginning of which (that visit is still there!If it weren't for the typhoon that canceled the flight, I wouldn't have remembered to be here) straight to the point, straight to the point, and telling a story. There is also a classic example, have you seen Kafka's "Metamorphosis"?One morning, Gregor Samsa woke up from a restless sleep to find himself lying in bed transformed into a giant beetle.
· Text:Detailed and vivid, specific and subtle;For example, Rolls-Royce: "At a speed of 96 km/h, the loudest noise in this Rolls-Royce comes from the electronic clock". What makes a Rolls-Royce the best car in the world?"There's really nothing mysterious, it's just meticulous attention to detail. A well-known Rolls-Royce engineer said.
· Wrapping Up:The finishing touch, a twist. For example, the new Audi Q7: it is important not that it has the fifth-generation quarrto all-wheel drive system;Importantly, it's not that it has a 3rd generation MMI multi-interaction system;The important thing is not that it gets stronger, but that you have to become stronger, the new Audi Q7, the strong one.
There is also a general structure as follows:
Conclusion:
Copywriting is a good job to get started, but focusing on it, it needs to be professional, and the threshold is not low. Ask more people in the company to be more respectful, and don't point fingers. Copywriters think more and more completely, and when we don't figure it out, don't make malicious accusations.
The above is the content of this article, if you think it is good, welcome to reward the collection, thank you**. More exciting look forward to your attention, we will see you tomorrow!