How short is the game copy?

Entering the 2015, many companies, especially those with very high turnover, have started to develop a 2015-year staff expansion/recruitment plan. In the eyes of many laymen, gaming companies, like software companies, appear to be the most scarce positions in technology development, in fact, in the 2014, gaming companies have a higher demand for copywriting. And from the practical experience, practitioners for so many years, the most often heard the big game company's feeling is also "lack of a good copy." In the era of hand travel, this demand becomes more urgent.

How short is the copy?—— a monthly salary of more than a copy of the need

To understand the need for copywriting in the 2015 gaming industry, we need to investigate a few sets of data, to the north of the five game companies concentrated in the region as an example, 2015 years first three days, the game industry in the Zhaopin Web site related to 1656 jobs, and the same conditions, the programmer's position has 4,422, Although the sheer number of programmers seems to be more than copy, in fact, in general game companies, the number of programmers and copywriting is 100:4 or higher, in this sense, the 2015 game company's demand for copywriting is quite huge. In addition, in the newly released "2014 IT Industry job demand Report", the job requirements related to copywriting occupy four seats in the top ten top positions, which shows the tight position of copywriting.

Coincidentally, see a professional hot not hot, pay attention to their salary can also seen. In the traditional concept, the copy is the basic salary of high energy positions, generally holding about 3000 of the wages work overtime to late at night, and the programmer's wages in the million-yuan floating. Also on the Zhaopin, we found that the salary of brand copy, copywriting and new media operation copy has reached about 8000. It can be seen that many companies are willing to spend more money on copywriting.

In addition to data support, in real life, we also often have such a cognition, especially we engaged in media industry, hear the game company regrets, no good copy, in the hand tour industry, due to the general hand tour company size is smaller, most of them do not specifically set up a copy of this position, the three major copy posts: brand copy, Market copywriting and Planning copywriting, often by the relevant positions or all concentrated in one person, so often there will be hung the market director of the people said: "I am in fact a copy." "For the more grassroots media and marketing commissioners, they are doing more of the work of copywriting," he said.

Even so, most game companies, especially small and medium-sized game companies, often turn to PR companies, web writers and even direct media help when they need advanced copywriting, so that the cost of copywriting is particularly high and the effect is not immediately apparent. After all, intermediary agencies and the media for the direction of publicity, the product itself is not more than the company staff, and sometimes the direction of deviation is normal.

This shows that, on the one hand, the game company's demand for copywriting is increasing, on the one hand, small and medium-sized game companies on the importance of copywriting is not enough, this situation in the hands of the times especially prominent!

Why lack of copy?—— copywriting is not big enough

For many game companies, the need for copywriting is mainly three aspects: first, copywriting planning, this position in the normal game development process is very important, such as background planning, task text planning by the copy planning to complete, but the reality is that Today, most of the copy planning work has been simplified to bring someone else's text directly over, slightly modified under the name can be, so this part of the work of the game planning itself can do; now many of the game's draft has come to a miserable situation why? Because there is no copy can be said, the intention to take a good come over to change the skin change, not the intention to blindly write, as long as the meaning in place, the title can be, completely regardless of the content of others to see. "Anyway, the news just goes out and the chain is back, and it doesn't matter if anyone reads it." "Some media sister this to the writer describes the way;" Third, brand copy, details can also refer to the above two.

Because the author itself engaged in the media industry, there are a lot of former peers in the copy work, usually contact with a lot of copy, found that the game company's copy is basically in the two extreme state, similar to the above part-time copy of the case, most people's attitude is muddle-through attitude; Full-time to do the copy on the one hand there is a strong work pressure, on the other hand is a loss of career prospects. These factors lead to a few people willing to work in the copywriting profession, compared to the market, business and other seemingly tall positions, copywriting seems to be a kind of "cock silk" and no prospect of career.

The value of good copywriting-not everyone can do it.

However, with the rise of the hand tour, IP is equal to the concept of urgent related to people pay attention to the high output and high frequency of the game company to copy the demand to upgrade a grade, in the industrial field, a 1000 word about the good industry manuscript outsourcing price up to 2000~5000 yuan, And a new media hand a sketch of the price is usually more than thousand yuan, some even up to million. 2015, as the hand travel market demand for further growth, the need for copywriting will be further enhanced, for the game company itself, small and medium-sized hand travel company In fact has a full-time copy, will bring a lot of benefits to the company. This benefit not only embodies the above publicity costs, a good copy will also produce unexpected value-added.

What exactly is the value of copywriting? It's not everyone's job; the value of the copywriter is doubted, because many people think everyone can do it.

So what's the one thing that's going to make the copy?

I'm not going to say anything about product insights, what consumer psychology, what positioning, what USP is, I now default in the advertising industry all understand this, then the copy is still irreplaceable. The reason is: the sense of language is not everyone has.

Language sense is a combination of talent, experience and training. The sense of language can be cultivated, but it is by no means the work of 32 days, and it is impossible to completely erase the difference of talent. Most people write novels for a lifetime and can't reach the height of Jin Yong.

Whether it is advertising language or soft Wen Hao, activities slogan and so on, are for people to see. The sense of language determines the expressive force of copywriting. Most of us can make a bold distinction between what is tall, what is small, what is rural flow. But you know, it's about the copy carrier and the environment you see. "The mind is walking thousands of miles" out of the word TV in the rich baritone, and "China Mobile phone card while ploughing" is painted on the fence of the farmhouse. Because of this environment, you only know the former tall and the latter rural flow, that is, because of this, many people have "I can do" illusion. The fact is, "bigger than bigger" as an advertisement for breast enhancement, you will also feel low of a force; Wash more healthy "if it is the advertising of the silk, there will be no strange sense of chaos."

So you know, when you write the copy yourself, you will find no luxury cars, no world, no farmland, no cows, these are in your mind, in your imagination, and in front of you, only a piece of white paper. So the copywriting not only has to conceive the words, but also imagine the images, the tones, the reactions that people hear and see. This is the sense of language.

If we make the function of the sense of language more specific, then the text is mainly responsible for the two tasks:

1, the abstract things specific.

This way is widely seen in a variety of grounding gas fast advertising. Many people know that "cups can be used to circle the Earth two times", I would like to ask, if there is no such copy, who knows more than 700 million cups is what concept? The concept of more than 700 million cups of people's image as a circle around the Earth, this is the role of the copy. In this advertisement, the copy is the core, the picture is the match. (Of course, the same function can also be completed by the screen, such as the force of the sweep of the hungry to do back to their own, mainly by the screen to materialize.) )

2. Abstract the specific things.

This way is widely seen in a variety of "tall" ads. For example, CCTV's "Heart has how big, the stage has how big". CCTV-2 is a very specific thing, finance is a very specific area. But in the copy, it is obvious that more abstract meaning, so can become the motto of how many people. Again such as Bentley's "two seats, decide a world", originally very specific "Open Bentley are all good people" such a message, abstract after the obvious promotion of a grade.

The goal of accomplishing both tasks, of course, is to want product or brand information to be remembered, with different focus results. For example, "Two laps around the Earth" and "How Big is the heart", most people only remember the copy, and "sweep hunger" most people only remember the picture.

To the screen, the copy should cooperate with the good picture, just right, and do not rob the play, in the text-oriented, the copy should not only express enough information, but also consider the dissemination of power. This balance of trade-offs, in fact, is very difficult to grasp, the only thing that can be followed, is that the copy is tempered by the accumulation of that little sense of language.

Think copy good to do, you can try to make a few jokes, write a few verses, fill in poetry, write a piece of chicken soup, a few roaring body, where the object, Chen, by the way to imitate in-depth report, to see if they are really able to do.

Say not well, most people think copy is easy to do, the sense of language is basically still in the kindergarten level.

On the point of digression. One of the most objectionable things about being a copywriter is:

"Come, help think a slogan, just a word, a few words, very simple!"

"It's easy.

"Gee, we don't have your major!"

How to do a good copy-learn to speak in words

I have done a period of time in millet copy work, because I am a media background, writing things will inevitably quote a long speech, a very proud of his own copy, wrote a night thousands of words, and finally were one by one dozen back, the leadership of such a lengthy article evaluation on the word: "Please speak!"

In fact, to do a good copy is not difficult, it is rare in the written expression, many people do not speak. What is speaking? It means that everyone can understand, as Bai Juyi wrote poems., its popularity in Japan, the spread of more than Li Bai du Fu are higher than the reason is that Bai Juyi wrote poems will be to the neighbors of the older woman to see, do the copy is also the case, you write out the things are for the public to see, not narcissistic poetry against. On how to do a good copy, the following reference to know from the late answer, I am very agree.

More mastery: The remuneration of the copy is in direct proportion to the style you master, and many styles are available to play the job. Want to go heart, must understand the various forms of copywriting. Soft text, advertising, text messages, posters, slogan, internet advertising and so on ... In terms of Internet advertising, you are in what platform delivery, watercress and Tianya can use a style mody, Xinhua and a station how take all? Copywriting also have to understand the style and audience objects. This is the solution to the first customer after the problem.

Step-by-Step: Many people want to find a shortcut, in fact, the most need for the copy of the previous play, you want to do a copy, but hard to not. It's like when you see a mushroom on the street, the long one fenghuajuedai the ice and snow. You want to direct, 100% will be in the detention center meditation "Chrysanthemum Remnant still have aoshuang sticks". You should at least take a look at what others call, where people, what hobbies, want to have a candlelight dinner, like not like men.

The foreplay is that you have to understand the product. What are the advantages and benefits of your product? Cited a century ago advertising example. The American Diabetes Institute has developed a needle that is sharp. From the mouth of professional developers is sharp, although sharp to help target rapid access to the human body, reduce injection pain, but from the patient's point of view, Sharp is a negative word. When it comes to advertising, switching to "easier to use, no pain at all". So the copy must understand the product, in this premise using your master of the copywriting skills, to achieve a great harmony in the text.

Copy a very wide word: "This business has too many people have not been caught, do not catch, impostors write copy", Mutual encouragement. Another "Copy Creation Complete Handbook", a encounter book.

If your question is: How to write a copy of the heart, every word of this book is the answer

If your question is: How to be a copywriter, every word of this book is the answer

If your question is: How to write tall copy, every word of this book is the answer

If your question is: how to make people feel that I am a very good copy of the book is a word of the answer

Because this book is an international old copy of the experience. Finally, from the Nineth classroom creative copy to end today's discussion, I hope that one day the copy will become the game industry's most popular jobs, 2015, in the face of more and more copywriting needs, you ready? Because to tell the truth, I wrote so much, in fact, is a copy.