30,000 of the copy even if not now, but will soon have!

Someone asked me

Why the paperwork is underpaid

Why is it less than 30,000 for pure copy?

I answered.

5 years ago, don't say 30,000, 300,000 copy can have

And there should be

Because the advertising industry's charging model

has caused the value of copywriting to be grossly underestimated.

Copywriting's contribution to a brand is far greater than its meager rewards.

The contribution of copywriting to social pop culture is far greater than the meagre rewards

The contribution of copywriting to all areas of the world is far greater than the meagre rewards

The slogan of the brand for many years

A slogan that spreads through the streets

Articles sent to major media

The topic of sentence patterns in internet

Almost all in the hands of the copywriter.

What is the copy of the Golden Age of advertising?

The ECD of ideological advertisement

A word accurately defines the copy:

There were no poets in the 21st century, they were all hiding in the advertising agency doing copywriting.

It's all written in writing.

It's just sugar, bacon, potatoes, concrete, steel-shell things that look good.

Next, I'll show you some of that time's writing skills.

Product Name

Product name is the most test copy Kung Fu, most of the case is foreign to the need to translate into Chinese, simple English translation into profound Chinese is really a minute to see level.

The general copywriter translates Nissan into: Nissan. This is neither aesthetic nor pleasant to listen to the pit Dad literal translation was later replaced by Nissan (also not how to do).

High-end copywriting can translate "Bavarian machinery manufacturing Company" into BMW! Two words directly laid the BMW position in the Chinese auto market.

The degree of English understanding and the Chinese language determines the level of the copy writing product name.

Title：

1, sublimation

People with normal intelligence can write the title: it's delicious.

Ordinary copy can write the title is: Incense Strong real good taste

The senior copywriter wrote: Eat with your most important people

2. Accent

End as far as possible using an accent slogan easier to spread

For example: "Life so Beauty" than "have a good taste of KFC life" better, one is jiao (mouth open) one is Wei (mouth flat). Gree Air Conditioning "Master the core technology" than Audi's "breakthrough technology to enlighten the future"

3, antithesis

Two words antithesis to five characters antithesis

"Antithesis" is two words.

And so on, but the title does not exceed 10 words

Otherwise, they're all wonderful.

Nevin

1, Rhyme

Whether the text rhymes with the previous one, or rhymes with a line, or crosses a pair of rhymes. such as this high force of the universal sentence: "Chang Yi Platinum life, immediately swing off" is Eng rhyme

2, the rhythm of the text

The arrangement of the words will form a combination of similar songs in 4 tones.

Narration

1, read aloud fluent

Do you feel awkward or hard to read at a normal speed?

2, short punctuation, simple meaning clear, don't talk nonsense

3, too long sentence for the novel is not suitable for narration

This ad copy has developed into a phase

Meet most of the customer's needs

These advertising words, with product information

Full of Chinese advertising for 20 years.

But with a firm grasp of the mainstream channels of people's access to information,

So "be remembered" (have to)

But then came the whole social media age.

Pop is suddenly irrelevant to copywriting.

A new topic for a while, a new word.

From "Power" to "a Hymn of Loyalty"

From "Your Mother calling you home for dinner" to "the pinnacle of Life"

From "technology which strong" sentence to "Duang"

None of these buzzwords came out of the ad copy.

Copy of the unprecedented loneliness

They're not funny or easy to spread.

Even if they wrote it, they spread it two times, three times, and they didn't have a dime.

Like what

"Come to the bowl."

Do not know m&m beans brand slogan is actually: "Only dissolve in the mouth, insoluble in the hand"

We have "now joined KFC luxury lunch" has become a scene sentence

But I don't remember KFC's brand slogan: "Life is so Beauty"

Everyone likes the "It's your benefit" tone.

But you go on the street to ask, 10 have 10 do not know the brand slogan is: "After eating and drinking up"

Not to mention the fact that people don't even care, like you ask Yili Mengniu, Pepsi-Yum, the best of each industry, what is their brand slogan? People don't know and don't want to know.

Copy

You can't spell a joke.

than the popularity of grassroots bloggers

Write a story but start a folk writer

The understanding of the product wins but knows the net friend

What does copywriting do?

To help clients write a Weibo routine that no one sees?

The client said I could write it myself.

How about a text map for the subscription number?

Akang says you're clear. I have the password.

Write the soft text on the periphery?

I am sorry

Leave a few hands, Gogoboi, Yan Childe

These people are 800 blocks away from writing soft paper.

When they finished their clients, they clapped their thighs.

And the Gu Yu is even scarier.

Users know that advertising is still to go to see, but also help free to go to the circle of friends

You have no fame, no fans, no color, no pet copy?

Speaking of which

Do you think I have a grudge against the copywriter?

Wrong

I'm a damn copywriter.

These are the desperation that an authority sees

I hope you will be young

Stop looking at the brief.

And don't play with a homophonic terrier.

Or go out for a walk, brush experience.

Or get on the internet and drill a small circle.

Like two times to go to a station B station

Like cold knowledge to know the squirrel will

There's really no personal interest.

Go to a dating site or some app to see how life is.

Of course, I'm not saying there's no future for copywriting.

It's a copy of a rut, no future.

The copy of the current Ogilvy social team

Some million-fan jokes.

Some illustrations are more powerful than art.

There are more connections than a media department.

Some spare time to open a Taobao shop is yellow diamond

But they still like to write.

Do interesting ads, write interesting copy

So this is a hero will not be lonely era.

As long as you have the skill, no matter how the industry changes, sooner or later will shine.

30,000 of the copy even if not now, but will soon have!