There is no best copywriting, only the most suitable copywriting at the moment. There is no need to always write it to 100 points!

Original title: You don’t have to always write to 100 points.

Let’s not talk about whether there is such a thing as 100 points, and whether your 100 points and my 100 points are the same 100 points.

Let’s just say, should we pursue the 100 points in our hearts?

Always wanting to give everyone 100 points is a wrong pursuit in itself.

When it comes to copywriting, I have always held the belief that there is no best copywriting, only the most suitable copywriting at the moment.

Writing copy is not just about sitting in front of a computer and typing away.

Behind it is a series of processes of data collection, analysis, interviews, exploration and understanding.

Behind every simple word, there is a complicated thought.

The words are simple, but writing them is not.

Just like writing programs, the simpler and easier a program looks, the more advanced the technology behind it is.

Therefore, there are generally three factors that determine how well a copy is written.

1. Time:

The more time you have, the more time you have to think and revise, and your writing will definitely get better and better. What you write will be different if you are given ten minutes or one hour.

If you are given a week to organize information and prepare, and if you are given a month to do market research, analysis, and interviews, what you write will be different.

Time is an important factor in determining quality.

2. Ability:

The ability here is not purely the so-called copywriting ability, or the quality of writing.

Rather, it is the ability to think, explore, empathize, and analyze. These seemingly abstract abilities are precisely the key to making copywriting concrete.

The worse the copywriter's ability, the more he likes to work on the wording.

To cover up their guilty conscience about not being able to find users' pain points.

3. Budget:

It goes without saying that if you are given 1,000 yuan and 10,000 yuan to write a product copy, the effort you put into it will definitely be different.

The effort and seriousness put in by a copywriter who earns 26,000 yuan a month and 68,000 yuan a month must be different.

Sometimes it is not the ability that determines the copywriter's income, but the client's pocket that determines the copywriter's investment.

I dare say that more than 60% of copywriters invest less than 60% in the copywriting at hand.

Because they only eat until they are 60% full at every meal.

(Picture taken from the Internet)

The overlap of these three elements makes it difficult for every copywriter to achieve the so-called best copywriting.

We can only hand in the copy that is most suitable at the moment.

There must be a better way to write every copy, and there must be a better way to express it.

In the past, I have always emphasized that copywriters should not criticize other people’s copywriting.

Because you don’t know how difficult the situation was for the copywriter to be squeezed out of writing this copy.

I don’t even know how many people have revised this copy. A colleague changed a word, the supervisor changed a sentence, and the leader added several sentences. Do you think this copy is still the original one?

Consumers can criticize the copy because it is for consumers to read, and it is certainly not good if consumers are not satisfied.

But as copywriters, we must understand that there is no such thing as the best.

When we look back at our past copywriting, we also feel that if we had more time at the time, we would have written it better.

It's always better and better, of course there are better ways to write it.

But at the moment, under all the restrictions, we have to hand in this kind of copy.

Copywriting is business, not art, and we all need to comply with business constraints and consumer demands.

The pursuit of the 100 points in one’s heart is what art is all about.

Most copywriters aim to produce copy that is passable after being handed over.

A 100-point copywriter cannot give us 100% salary and satisfaction.

But passing it 100 times can allow us to gain recognition from others and meet the company's requirements.

It’s cruel, but it’s the reality of the job.

Our creations are not always 100 points, because the work does not require 100 points.

But it can solve the current problems.

Even so, we still have to have our own vision and goal of 100 points in our hearts.

Only then can we keep moving forward.

Pursue excellence, not because of other people's expectations.

Just to be worthy of my own soul in the future.