To be a good copywriter, you need to have these 8 basic qualities

Some people say that good copywriting requires talent, some people say that good copywriting requires practice, but what I want to say is that in addition to these, good copywriting also requires the following basic qualities.

1.

No matter how good the copywriting is, there is no guarantee that every work will be a classic. Advertising copywriting is a commercial behavior. Commercial behavior means there are promotion nodes. Missing them will not only affect the progress of the promotion, but will also likely cause business losses to customers and lead to losing customers.

Some people may say that if the quality of the product is not guaranteed and it appears unprofessional, won’t we also lose customers? Yes, that’s right, of course the copywriting that doesn’t fit the business proposition and strategy will. (I believe your professional level must be above this)

Even if you are unsure and have not achieved your ideal, submitting the manuscript on time, even if there are some deviations in the text, will give you a clearer direction and expression after a round of feedback from clients or superiors, which will be far better than racking your brains.

What's more, in the new media era, chasing hot topics has become the norm. If you can't follow up in time, even the most appropriate copy will be just nonsense. So, as a copywriter, you can never say things like, "I can't write it" or "I haven't thought it through."

2.

A good copywriter will learn about a new project before taking it on. If you compare a project to a person, what does it look like? Is he funny or reserved? What are his hobbies and what is he good at? What is his past like? Are there any interesting stories? What kind of person does he want to be in the future? What kind of people would he make friends with? etc.

If it is really hard to remember, I have a "equal formula" here: dress equals brand impression, academic qualifications equals the brand culture of the project, major equals the advantages of the project, resume equals past works, and circle of friends equals consumers.

In other words, you know what kind of person the project is, what kind of people he interacts with every day, and you know clearly what those people are interested in and what they are doing, then you will naturally know which copywriting will be powerful.

3.

I often hear copywriters say that this is not the style they are good at and they don’t want to do it. Yes, good copywriters have their own style, but they should never have only one style. Don’t reject unfamiliar fields. When facing different projects, try to use different languages ​​to match them, and gradually develop your own new style.

In addition, after each brief, don’t wait for others to give you direction. Who knows when your leader will have a good idea. Consciously look up information, then come up with one or two angles and directions, and then actively communicate with other members of the team . Thinking and communication are always one of the most important qualities of a good copywriter.

4.

A good advertising work is never the role of copywriter alone, it is completed together with strategy and design.

A good copywriter has strategies in mind when writing copy, and uses strategic thinking to guide the direction of the copy. You will find that many good copywritings are actually just a simple sentence, but they make people feel so awesome. In fact, this is the effect of strategy.

On the other hand, a good copywriter may not understand design but must have aesthetic awareness. Through daily cultivation and accumulation such as communicating more with designers, reading more fashion magazines and visiting luxury brands, he or she will know what kind of things have a sense of quality and what kind of pictures can attract the public.

The advantage of this is that when writing the copy, it is not just a simple interpretation of the copy, but you will unconsciously consider the overall work and know how to coordinate with the designer to achieve a smooth expression that maximizes the advertising effect.

5.

Don't just stay on the surface of the text, understand the logic behind it. What's the meaning? A paragraph or a sentence should be coherent, reasonable and within the comprehension range of consumers, and the logical basis should come from business issues, strategies and themes.

Therefore, a good copywriter must know what he wants to express, and most of the copy only expresses one point, closely focusing on it, using normal human logic to first make it clear, and then modify it to make it sharp.

6.

I wonder if any copywriter has had this experience: thinking that he has written a great piece of copy and is admiring it, but then the boss takes a look at it and even doubts whether he has read it well, and says it is wrong. It turns out that this is not true. Why?

Because good copywriters always consider the direction first, then the tone of the copy, and finally the details of the text, rather than dwelling on a certain sentence or a certain word.

For example, if JD Express wants to make a set of social posters with the slogan "Fast as Hell", the first thing to do is to see if the copy is related to speed. If so, then see if the copy is in the social context, and finally see if the wording is accurate, moving, and contagious.

To be a good copywriter, you should be able to judge the quality of the copy from the overall to the details, and then don’t be afraid of questioning and challenges, and get used to revisions. 90% of good copywriting is revised.

7.

One piece of experience that advertisers usually pass on is to read more. There is no denying that there is no harm in reading more, but the reality is that it is difficult for most people to persist in reading for many years.

My point is that people who read a lot of books may not necessarily be able to write good copy, but people who are good at observing life are usually masters of copywriting.

Because great copywriting comes from life, and life contains all the needs of consumers and their emotional hubs. But simple observation is far from enough. We also need to think, think about the motivations behind these consumer behaviors, extract these motivations, and then use copywriting to tell them that we can satisfy them.

8.

Various advertisements appear in various angles around the world every day. They all have different appeals to satisfy different groups of people, and you only create one or a few of them.

It's like a martial arts world. There will always be martial arts masters you have not met, so you always need to have a learning heart to constantly collect and summarize, organize their methods, and then integrate them to create your own unique skills.

Good copywriting never skimps on hard drive. Advertisements must be watched every day. When watching advertisements, it is not just about the copywriting, but also about the design and strategy. Then, some excellent advertising cases are collected regularly. So hurry up and pay attention to Advertising Department Store. There are good advertisements here, and there is no shortage of good copywriting.

The author of this article @潘二蛋 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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