No one can write good copy by piling up buzzwords!

I once wrote a sentence on the packaging of my famous "Classic Copywriter " T-shirt that has never been sold out: This is an era of writing degeneration, but fortunately there is a profession like copywriting . In fact, I don’t expect the copywriter to have the skills of Tang poetry and Song lyrics, which is not the forte of advertising copywriters, but at least we should be able to write a normal sentence that people can understand at a glance.

I should say this is the minimum requirement for a copywriter. Unfortunately, even I find it a bit strange that there are so many copywriters in the copywriting industry who can't even use punctuation marks correctly. When it comes to new media copywriting, the more I read, the more pessimistic I feel, because I find that most new media copywriting survives by piling up popular sentences and trendy words.

As I expected, after Fu Yuanhui's "primordial power" became popular, the words "primordial power" were rampant in the titles and texts of articles pushed by public accounts overnight. It seemed that these public accounts collectively traveled to a chaotic state before the creation of the world.

If you always think of borrowing a classic sentence when writing a title, I can't say that this is wrong, but I think this is an extremely lazy approach. The corresponding result is that you can't write any good copy. For example, after the sentence “When my hair grows to my waist, will you marry me, young man?” became popular, countless copywriters began to make sentences using “When I am XXXX, XXXXXXX”. As expected, no one could write it well.

Similarly, if you deliberately pile up all the buzzwords you know in a WeChat article, the result is predictable: you will definitely end up writing a bunch of shit. In order to show that they are new media practitioners, new media copywriters do not hesitate to use a large number of Internet buzzwords to pile up their copywriting, but forget what your original intention was in writing the copy. Here I would like to borrow a very well-known Internet chicken soup: Don't use tactical diligence to cover up strategic laziness . And you see, Lei Jun 's chicken soup does not use any fashionable words, but it is deafening and easily defeats the primitive power used by so many people.

Last weekend, I gave a lecture to a large bank in Shenzhen. During the lecture, I was asked to comment on a push notification they wrote. One of the notifications was about their new personal financial products. Please look at the big screen:

Counting on my fingers, how many days has it been since the year-end bonus was paid out? ? Why are there only a few thin sheets left from the originally thick stack? ? OH, MY GOD. We haven't paid for the singing and partying yet, but the discounts at the Nas mall have been saying that there is more than just a 50% discount. The keyword for 2016 is "buy, buy, buy". How can you, who is at the forefront of fashion, not participate in it? ? ! It doesn’t matter if you have no money now. XX can make you rich in one second! Approval within seconds, 1/3/6/12/24/36 periods for your choice, super preferential rates, borrowing 10,000 yuan with only 76 yuan handling fee per month, are you tempted? Just click t.cn/RvXXXUj to apply now

After reading the whole article, I have only one feeling: it doesn’t speak human language. Such copywriting is full of startling self-exaggeration and forced fashionable words, but it has no idea what the point he wants to express is. I used to think that car commercials didn’t speak human language very well, but later I discovered that most copywriters don’t speak human language very well. What shocked me even more was that this was actually their advertising agency, and it was said to be the work of a certain 4A company.

When it comes to introducing a product, if you can’t think of a more interesting way to introduce it, then just speak honestly and describe the facts. At least that will be a passable copywriting work. It is also a product introduction copy. Let’s see how an experienced driver writes it:

Queen olives are twice as big as common olives.

And, some would say, doubly delicious, too.

Its flesh is tender yet chewy, and its fruity flavor makes it the perfect appetizer, with or without a martini.

Like all Sainsbury's olives, our Queen olives come from Civitas, Spain's most prestigious olive producing region. We also sell the more familiar Manzanilla olives, with seeds, without seeds, stuffed and pickled...
This copy was written decades ago, but we can still understand it today. But as for the article just now, it seems that a contemporary of his would not be able to read it happily and relay the key points he wanted to make.

I once made a judgment that for those Internet buzzwords that suddenly become popular, as long as you pronounce the word smoothly, you can judge whether it will become a popular word and continue to do so in the future. For example, the word "tuhao" has always existed. Even people who don't know the internet meme can immediately understand its meaning. Then, after being hyped, it will continue to exist. For example, “十动然拒” is very embarrassing, because its meaning is too strange, it is not a common word, and there was no such word before, so it will be popular for a while and then fade away.

So you need to be careful when choosing Internet buzzwords and avoid using those with particularly deep meanings, otherwise the audience will be very narrow. We have so many popular words that have been used for thousands of years and are easy for the masses to understand. Why don't you use them? Why do we have to use a so-called "hot word"?

In fact, if you look at those slogans that create miracles and article titles with over 1 million views, which one of them relied on hot words to become popular? More importantly, not only will they not borrow hot words, on the contrary, they will create hot words.

When a copywriter only uses trendy words to pile up articles, it exposes his weak copywriting side. This can be regarded as a simple standard for assessing copywriting ability.