Ten elements of good copywriting

In the advertising industry, copywriting is the least technical job. Any dog ​​can lift its legs and write a few words. Therefore, among advertising people, copywriters are the most despised.

But as long as your sense of language is not too bad and your logic is not too confusing, you can always earn a living. You won’t starve to death. You can't expect to get rich, but the life of luxury and beauty are only for the crazy advertising men in TV dramas, and have nothing to do with you.

Since I got into copywriting a few years ago, occasionally some newbies would ask me what makes a good copywriter?

First of all, in my opinion, copywriting varies from person to person and from place to place . Even though the team leader wrote "male degeneration is the tragedy of this era, fortunately we have Cadillac", some people didn't understand what he meant and said what nonsense this was! If we take out the copy from "Just One Word Between Us" that W made for Dianping and put it in another set of artistic and technical environments, it would probably be even more questionable. How many people would read such "pretentious" text? Does he really understand the reading habits of his audience?

And when entertaining copywriting like "If the boss is really powerful, why bother the boss's wife" is rampant, and a large number of people laugh and say that this guy writes it in a really funny way, what benefits does the copywriting have for brand building and sales conversion ? I'm afraid there's no way to verify it.

Good copywriting is hard to define. I know a social media copywriter who is very good at coming up with puns, chicken soup articles, and witty jokes. He is also very familiar with the most popular Internet terms. Others say that he is down-to-earth and very capable, and is a good candidate for social work. In time, he will surely get a promotion, a raise, and marry a beautiful, wealthy woman. It seems everyone is happy.

However, he himself felt that what he wrote was crap, and those internet words that were pieced together were so superficial and shallow. It looks fun, but it's actually empty. He never thought that he was a good copywriter, and he didn't know what the point of continuing to write like this was for him.

Let me put it this way, if I simply define a good copywriter as someone who can write good advertising copy. So what I think are the ten elements of good copywriting are probably as follows .

1 G, 2 T, 3 S, 4 C, 5 E, 6 O, 7 R, 8 P, 9 B, 10 H.

1G: Genius, gene

Some people are born with the ability to build rockets and satellites and hack into your home computer system in the basement. Some people are born nigga, they can run, sing, and rap. If you don't understand the matter of genes, there's no place to complain. The same goes for copywriting, some people can write "When you are used to walking on red carpets, you will dream of cobblestone roads", but you can only write "Born with glory and prosperous capital". To put it in a funny way, no matter how hard Xiao Shenyang tries, he can never become Song Xiaobao, and no matter how hard Song Xiaobao tries, he can never become Zhao Benshan.

2T: Teacher, Master

Although the master can only lead you to the door, the practice is still up to you. But in the copywriting circle, having a good teacher is definitely not just about giving you a foot in the door. It can help you quickly establish the rules and standards for a good copywriter, and help you develop a set of strategies to deal with the problem, thus avoiding many detours. It is said that in the past Lin Guizhi taught his apprentices hand in hand, correcting each word one by one. If you could see this scene now, it would be a wonder. If the old masters have the time, they would rather work on drafts and update their public accounts . The master-apprentice culture has almost disappeared in advertising companies.

Three S: Sense, Consciousness and Recognition

This concept is rather vague. I think the sense is to be clear about what you are doing and how you should do it. When you receive a brief, you need to know where to start and from what angle to approach it; when you think of creative ideas, how to resonate with people, how to attract attention and then make it explode... You need to have a clear understanding of all these. Sense is not a gene, it can be trained and cultivated subconsciously.

Four Cs: Creation

Good ideas have extraordinary influence. If they are created today, they can spark discussion and communication the next day. This requires you to be experienced, well-informed, able to break the rules, dare to be different, and connect two or more seemingly unrelated things.

Five E: Execution

There is a world of difference between thinking and doing. Weak execution means thinking too much, doing too little, and lack of standardization. Checking WeChat once every 3 minutes and checking Weibo once every 5 minutes, this habit basically says goodbye to execution. After thinking of a plan, 1234567, how to do it step by step are all skills. How to resist interference, discover and solve problems one by one in the specific implementation process is the key. Details determine quality.

6.O: Opportunity

Good customers, good brands, and good work partners are all noble people. Noble people will take you to heaven, while bad customers will only lead you into the ditch. You don’t have much say in whether you can meet good partners. The best way is to strive to get into the best company, where there are the best partners. You can be shameless and act like a spoiled brat, but opportunities also require hard work.

Seven Rs: Read, read the world

Advertising is a multifaceted subject. You don’t have to be an expert in everything, but you do have to know everything. Gaining insight into society, understanding human nature, mastering common sense, and accumulating experience are not achieved overnight, so you should read more, watch more, write more, travel more, see the world, and understand yourself. Looking at your phone is not reading, remember that.

Eight Ps: Popularity, Reputation

It is better to become famous early, otherwise it will harm many people. Recently, some people around me are busy writing public accounts, chasing hot topics, and making headlines (I have done this before). They are keen to become big IPs , and their ability to be verbose has improved, but they cannot write decent copy. Renew impetuousness. In addition, writing frequently without being inspired is a huge loss. To put it in a broader sense, those CDs and ADs that frequently publish drafts just to win awards, after winning the awards and their fame, start to act pretentiously. The drafts they publish fail to make any noise, so they have to use a few fake lions to show off. The name does not live up to the reality, it's too tiring. Fame comes from works, not titles or qualifications.

9. B: Believe

Believe in yourself, wow…work hard to produce good works, believe that your works are good enough, and believe that what you do is meaningful. If someone has doubts, you should argue with them. The more you debate, the clearer the words become; the better the works become; after the debate, you can improve them and listen to other people's valuable theories.

Ten H: Health

The body is the capital of revolution. Copywriters often fight until dawn, and it is difficult to resist without a good body. So you should insist on exercising, eating in moderation, and sleeping on time... If you persist in this for a long time, your buttocks will be heavy and you can sit for 10 hours without any back pain or crookedness.

Finally, you need to realize that good copywriting can help convert sales, spread the brand's good values, and reveal some truth or common sense ... It is too difficult to have all of them, and being able to do one or two of them is enough to make you smile knowingly.

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

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