How should we write copy in 2018?

At the beginning of 2018, we faced many possible challenges from three areas:

Looking at these three challenges, there is actually only one main spirit, which is also what we often advise everyone:

Copywriting is important as the beginning of creativity, but it is not the most important in the eyes of consumers. Most of the time we are just a kind of foil. We read, appreciate and laugh, and then our eyes stay on the beautiful design picture . We listen, read and smell, and then our minds stay on the scene just now.

The copy is like the shadow of a car passing behind a couple in the rain; it is the atmosphere of the whole scene but not the protagonist.

We are like the center of a storm. People will only notice the heavy rain and strong wind, but they don’t know that there was a calm center.

This feeling will intensify in the new year, to the point where there is almost no turning back.

If last year was the year when everyone realized the importance of copywriting and everyone needed to be able to write copywriting, then this year will be the year when everyone realizes that copywriting alone is not enough and the stimulation of copywriting can no longer satisfy consumers.

So this year, we should study copywriting in these three directions:

We have briefly touched upon these concepts in our articles throughout last year, and this year we will express them in a more concrete way and list the skills that can be learned to help everyone gain more leverage in learning copywriting in 2018.

Let’s explain them one by one.

Copywriting has long been content written by marketing units, and in many social networks, everyone can create a classic copy. Those social network segments, jokes, and hot topics can become wonderful entry points for copywriting with some clever thinking.

Because copywriting is influential text and a product of culture. Literature expresses society, and copywriting displays business. When used in business, our copywriting cannot be separated from social existence.

In the framework of Marketing 4.0, there are two blocks that are very important for copywriting: Awareness and Appeal.

(Of course, advocacy is also very important, but this part is already a problem for the entire marketing unit)

Regarding cognition: We need to know that copywriting is a very important cognitive input, giving consumers a clear understanding of the brand without setting the direction. The boundary between the two must be clearly drawn.

About the appeal: Your appeal should be clearly known to consumers, but it should also be different from other brands and be memorable and motivate consumers to take action.

These two types of copywriting occupy a very important position and can be said to be a kind of positioning spirit. Therefore, copywriting is not just about writing words, but needs to consider the following three points:

Your copy must have a shape, but it must be flexible and not rigid. Copywriting that lacks room for interpretation will not be able to become a strategic weapon, but will only become a lonely and self-contained message.

This year, learn new skills, learn to make some design drawings, learn to make some videos, even if not for the company, for yourself to better express the results you want.

Expand the possibilities of copywriting for yourself.

02 Give readers room to participate

Now copywriting is not just a form of publicity. Throughout the past year, we have seen a lot of copywriting that is an emotional excavator that digs out the hidden emotions in your heart. A lot of copywriting is meant to make you cry when you read it, or at least make you sneer.

We will go a step further this year. In addition to speaking to people's minds, copywriting must also enable people to participate. We want the copywriting to be actionable. This year's action is to make them feel involved.

So you don’t just write a sentence describing what your brand is like, you write a paragraph to chat with consumers, tell them your story, and talk about the intersections you can have with each other.

Interactive copywriting can be achieved through many technologies, allowing consumers to choose the words they want, letting them fill in the content they want, generating unique suggestions for them, etc.

Just think about it, can the copy you write create different yet similar feelings among different consumers? Like explaining zodiac signs or studying methods.

Participation is an essential element of marketing in our time. Every brand is trying hard to participate in the lives of consumers. Correspondingly, we also need to allow consumers to participate in our brand spirit.

You no longer list the four major brand spirits, but instead ask consumers to write down what kind of brand they think you are and what their view of your brand spirit is.

What we write is just the final result, and the power of control is always in the hands of the readers.

Combining the above two points, we return to the brand. In 2018, our brand concept seemed to be fragmented, consumer loyalty was uncertain, and it could be subverted or surpassed at any time, but it also seemed unbreakable.

In the past few years, we have been talking about differentiation and segmentation, but consumers’ attention is limited. Your products can be differentiated, but your brand must occupy an entire topic space.

If you are someone who is often in the marketing field, this is actually not a new concept, but it is particularly important in the past year. I call it: the enclosure and spoiling plan. I will write a separate article later to explain the steps.

Simply put, we need to create our own space, gather a topic, and then keep people in it and spoil them fully and uniquely. Let him not leave your space.

So you need to have space to focus, here are five things to think about this year:

This is the space that can be shaped by copywriting, and there is much more that can be shaped by design, images, activities, etc. This is the part that the entire marketing and public relations units need to think about together.

This year, we should no longer be the ones chasing trends, but the ones who stake out territory, sow seeds and cultivate the land. We should no longer look for wind outlets, but should solidly build a small house, open a window, let the wind blow in, and create our own path.

Last year we said that copywriting is life, this year we hope that life can have its own brilliance.

In the new year, in addition to the three aspects, I would also like to share with you a passage:

I wish you all know better where your tomorrow lies every year. Be someone else's tomorrow.

The author of this article @文案的美 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century