Four Lessons from copywriting

Absrtact: If Life is a journey, selected copy of this career, the choice of your life travel significance, embark on the unknown journey, there will be difficulties, but do not forget your direction, as long as adhere to, there will be harvest. Want to reap in this journey

If life is a journey, selected copy of this career, the selection of the meaning of your life travel, embark on the unknown journey, there will be difficulties, but do not forget your direction, as long as adhere to, there will be harvest. Want to in this journey, harvest different scenery, best to do some preparation before departure, and understand some local customs (advertising copy rules), like to nonconformity first, and then to break the stereotypes, create a new world. Below, is a still on the road of the donkey friend, given a little tips, for reference only. But also some people, travel does not like the introduction, like that unexpected surprise, or frustration, there is such courage and realm, also may be, if you are this kind of people, you can skip this.

First lesson. Who are you?

Are you just a copywriter? Or are you willing to just be a copywriter? Do not underestimate yourself, your potential is far more than that, sometimes you are just a social bystander, but you can also be a thinker, the creator of the Lie, the creator of the war, or a solidified Buddha, know all the pain and joy of the world.

When you choose the identity of the copy, you are destined for your special identity, you can define yourself as any role, but do not define yourself as a copy.

You are in the blue Sky Soaring Condor, is the boundless sea swims the fish, is the wind swaying grass, can also be in the thick jungle paced lion, Or a weak water bird on the edge of a pond. You're everything. What is not, enter this state, you can open the imagination, borrow the imagination of the wings, free to fly, writing paper, become no boundaries, infinitely broad. Even you don't have to write anything, but use the feeling in this boundless blank painting, Harvest a magic.

You are the small stall keeper chased by the Chengguan, is the elves on the stage, is the lost pupil in the rain, is the wronged murderer, is the winner of tens of millions of lottery tickets, is the Tai of the illegal people in the dance hall, the addict philanthropist jumps the Bao of the Bad Tango, can also be a taste or morally corrupt scum. In a word, you can play anything, so it is nothing. Don't think of yourself as a little bit of income. Creative migrant workers, it's not that bad, you're a good young man with an ideal, and the eyes are sunny and the middle class is seeing the bright future. Your identity is always changing, every time you lose yourself, you get the infinity Inspiration. The joy and sorrow of the world, in the instant transformation, the five mixed life, you can use nerves to touch. The taste of ups and downs has become a stereo, not a slip through your tongue, but in your heart. With this rich and layered experience, you have nothing to think of, write it?

In today's network information so developed, people read a very complex era, to do a copy, and the previous generation of this industry compared to the past, has long been the same. Today's copy is much more difficult to do. You need to know how to comb and find the truth in the multitude of things. So it's really not easy to write an appealing headline or an interesting text in a time when information is flooding into people.

How can we impress people and resonate? In today, playing tricks, . So, I suggest, or follow your heart, with the deepest experience, dedicate your sincerity, believe, can impress oneself, must also be able to move others. You do not have to deliberately pursue personality, as long as you write your most true feelings, sometimes, perhaps there is no flowery rhetoric, there is no trick, but I believe that as long as the intention to write, there must be the power to penetrate the heart All you have to do is forget about the identity of the copywriter. Then you have to go the way others have not walked, because in this way, you can describe other people have not seen the scenery, in order to arouse the interest of others. In addition, I have a few suggestions, after you identify your identity, can help you quickly find the source of creativity.

Listen

As a copy, you should not only think, you have to learn to listen, in the shrew swear to hear the customs, in the taxi driver's Roar heard the stock market, in the streets and lanes gossip heard the currency rise and fall. As long as you listen attentively, at this time, the ear than pen more sharp.

do addition

Before you start writing or thinking creatively, you do not set limits to yourself, can be exaggerated, can be superfluous, in short, think of what can be written down, do not close their own ideas in advance, will be in a completely open excitement, so that your ideas in the chain reaction, and constantly trigger new content.

Do subtraction

Before the delivery, you need to do subtraction, you have to learn to prune leaves, learn to reluctantly, all the things piled together is not necessarily good-looking, you have to learn a little aesthetic knowledge, know collocation, in the end, to the extreme, is perfect.

Precipitation

You can easily get information in a variety of ways, every day there will be new information into, so, this time the copy, not lack of information, is missing is a sieve, copy to learn to use the spirit of the times with the earthquake, will be useless information excluded, wash out the essence, retained in the world.

Look at the problem from another angle

Every day the sun rises in the east, every second of the time to walk in a one-way street, each tree is towering for the purpose of growth, each migratory bird to fly to the south, this does not mean that the life is doomed, in the repetition of day and night? Of course not, you should always use another voice to alert yourself, you are a creative person, You have a unique way of looking at the problem, you can stand on it, you can look on your head, you can see it on the train, you can look through the prism, you can look forward, you can look under the water, you can hide in the dark, you can jump to see. As you look at the different ways, the answers naturally differ.

Forget, empty the chest filled with dust; In exchange for full emotion. You are your best teacher. Sometimes, it's not that you don't think enough, but you think too much. Complex thoughts, it's easy to take you to a dead-end cul-de-sac. At this point, if you put on a pack, moment can become a messenger of inspiration. The pace is light, the tempo is mastered, and the direction is clear. Next time you remember, when you're confused, or you don't know the copy, How to start, forget your career, clear your brain, a time and Space shuttle game, let another identity instead of you, take you to inadvertently place, where there will be surprises and you encounter.

Lesson two. Preparation before departure

Whether it is because of their own efforts, God's mercy, or the fate of the tease, wrong or good luck, in short, one day, you get the job, then you see your own business card printed on the "copy" two words.

From then on, you start for these two words, day and night upside down, insolently, Stalker, in the peak of the mad experience lost, in the doldrums caught in the excitement, in a sense of dismay, and in the wake of confusion. Sometimes proud, sometimes frustrated, but day by day, when you begin to miss acne printed on the cheek itch, the lines of the years, has been quietly in your achievements, set a deep foreshadowing, become your memories of the basis.

From the day you begin to know you are going to be a copywriter, you should be prepared to start this new job in the face of impending stress and anticipation. I do not think there is any way to say, each person can have their own way, you are casual wear or is the dress to go to work? Their own mentality, or the views of the people around them , what do you value more? or, depending on your aesthetic, or your vision of the world. But if it is me, can start again, I think I will cherish this youth, will prepare to do more fully, prepare even if can not change the future, but perhaps, will make more time, let me see more scenery, or go farther?

Starting this job, no one can say that I have done a good job in preparation, I can do the job. You are just a new person, everything is unknown to you, there are too many not ready for you. But it's not that you can't go to work without being prepared. If you have everything you need, you may have white hair on your temples. So what kind of preparation are you prepared for?

A pen a piece of paper

Even in the days when this paper is disappearing, I still suggest that, as a copywriter, the first day of work, please prepare a pen and a piece of paper in front of yourself.

Two of the most simple tools that will accompany your entire career and use it well, they are tools to change your life, your future, or the world, so don't underestimate them.

A piece of white paper, tell you, your future, starting from this white paper, you can write down on the above your expectations of the future, is your original intention. A pen, squeeze it hard, this is your future. You have to feel it, when you give it a power, it will bounce back to you the same force. Practice your signature before you have a formal job, which is commitment and confidence.

Set a goal

From here, here are your original intentions. Remember where you set off, the future when you get lost, you can find back, but also from the end point back to the beginning, as long as the road is right, will eventually come out of a piece of the sun. Set a goal, then go down firmly, and when you forget your goal, one day in a certain year, you will find that the target is far behind. Then you will realize that the goal is not to point the direction, but to transcend.

Find a good partner.

How to be a good partner, give a few reference standards, have a common goal, whether in technology or thinking methods, can complement themselves, personality. At first, you don't necessarily understand why you need a partner, but it doesn't matter, it's important that you have a partner, and you're an art, and you're on the other side, you two people, Alliance.

The courage to accept setbacks

This industry is an industry that needs enthusiasm, and you have to have sustained enthusiasm, to have to fall down can be again in situ climb up the courage, not afraid to be hit, if you have a good idea, it is easy to be thrown into the dustbin, but it is nothing, you can come up with a better idea to convince others. So, anything can be lost, but only the more the spirit of the courage to be lost.

With a good heart

Do not only see the side of the floating algae, do not just emphasize name and profit, life is not as bad as you think, as long as you are serious, life will not treat you. Also do not randomly spread rumors, rumors will be bogey, with a good heart, do not hurt the day does not harm the reason, to maintain integrity, as important.

Eternal Passion

In the first few years of your career, you may feel new and always enthusiastic, but time will kill your passion, this job, no passion, will make you worthless, can not find their own position, so, you have to constantly find new exciting points, so that they often keep fresh, as long as the passion is still, everything will be new.

Have evil thoughts.

Well written, you're just a junior copywriter; Well, you're still a junior copywriter; write well, have an idea, you are a senior copy; If you write well, have ideas, and are a bad copy, you will be a good copy, but is that enough? It's not enough, and you're a righteous man, You're going to be a great, visionary copywriter. Keep this in mind and make a righteous copy of Evil thoughts that will make your way farther.

Cultivate a different hobby

Usually people ask you, what is your occupation? What would you say? copy, writing, photography enthusiasts, dreamers, profiteers of the accomplice? Party B? A singer? In fact, you will find that copywriting is not the whole of your life, you will do more things you are proud of, this is a good thing, if you find that, you will only write copy, This rather let me feel a bit sad, because I think, only write copy of the copy, in the present era, certainly can't keep up with the development of the Times (this is Mandarin), directly point out that is not satisfied with the customer's blood plate big mouth.

Be kind to the inspiration

What's the inspiration? No one gives you a clear definition, it is an erratic illusion, which is filled with adrenaline, enough to let you forget all the troubles in the world, it is not in the law, nor in your design route, meet is inevitable, but meet is accidental. It's as small as you can fathom, big enough to subvert the world. Come when there is not necessarily wind, after coming, must be turned upside down. There is no shape, but does not mean that there is no weight, on the contrary, you can not ignore its existence, but should cherish it, and even think of it every moment, as lovers generally, with the heart to sense it. When you want it to appear, it will definitely come out to face you.

As a creative name, walking the lake of the copy, you'd better keep a book, estimate and count as the Inspiration Record Handbook. It will record every exciting moment. You have to know how to collect and classify, what is good, what is right, what is truly unprecedented, and then you have to use execution to verify its extraordinary magic.

Where does the inspiration come from? Everywhere in life, in books, in movies, and even at a junkyard, dusty site on the roadside. Inspiration on your head, floating outside the inspiration, like a homeless outcast, humble identity, when you have it, and nurture it, it will be worth soaring, even overnight qingcheng.

Sincere

Sincerity than the secret practical, here is not a textbook, if you just for exam-oriented education, test high score, see these words for you. It's just a experience, and since it's a form of thumb, it can't be applied to any individual, because no individual is the same, especially in advertising. I would like to remind those who try to take shortcuts, perhaps there are shortcuts in the world, such as someone will be rich overnight, and someone will be a night of popularity, but I want to make clear my point of view, do copy, there is no shortcut to go. You must step by step, on the ground, over and over, you can become a good copy. Perhaps you have to learn a lot, but I think, sincerity is that you measure your work a ruler, it is good or bad, the ruler of your own heart, will tell you the answer.

Compulsory

Common sense is a required course for copywriting. You have to have common sense, these are from astronomy, geography, literature, history, marketing, advertising, consumer psychology, philosophy, as a copy of advertising, you have to understand everything, the more proficient, for you will only be beneficial and no harm. This is a discipline without textbooks, and at first you have to take it seriously, you have to prepare for a protracted war, look far away, 1.1 points to accumulate, planning to complete your learning goals, accumulated, time will prove that your efforts will not be wasted, this work, repay you, will be lingering aftertaste of life. Although this job will not make you rich, your wealth cannot be measured by money.

Elective

In addition to the common sense, you also need to have some unique characteristics, of course, you can completely disregard. The following, do not understand also no harm, can not know how to play the guitar, do not understand romantic, do not understand the performance, do not understand the rhetoric, flattery, do not understand the financial, do not know how to waste time, do not understand poetry painting, do not know how to cultivate, do not understand alphabet, do not understand the plaything, do not understand what is amorous feelings, what is ambiguous, do not know how to make waves, do not understand the So, do this work, you do not have to fear, with a little, easy, you will find, do not need to know everything, still can do the job.

Once can prop up your life of two words, inadvertently, become like a cloud in general light, when it dissipated, you do not know, it gives you wonderful, or you enrich its level. But you will be grateful for these two words, give you the meaning of life, although you have had doubts, but the strength of perseverance, so that you can see the life journey of the unique scenery, and there will be someone feeling, because you, the achievement of this professional heavy.

Lesson three. Rules on the road to travel

Start the copy this road, walk on the road, you still have to always pay attention to the roadside reference, lest lose direction. Those references are some of the rules in the industry. Almost every creative person will say to you: "There is no rule of success", creativity "no rules", really? If you don't know the rules, how can you break the rules?

To be sure, to be creative is not to be creative. But I have to say, as a new copywriter, you do not know what is creative, or what is good copy, or to learn some rules, like toddlers, did not learn to climb, doomed to more wrestling. Travel on the road, learn more about the rules, you will be less detours, but also won the time to do more meaningful things. (Senior personage, this article skips).

Rule one: Keep the rules

To step into this line, you need to understand some of the rules of the industry first, for example: What is the title, what is the subtitle, what is the text, what is the advertising language, what is called strategy, what is called the consumer interest point, what is called the market segment, what is called the brand modulation, what is called the hard advertisement, what is the soft advertisement. I do not have to repeat here, if you have the intention, as long as the use of the tools at hand, Google or Baidu, there are all the answers. It's just that it takes time for you to really understand their differences and apply them. So, ask a lot of people around you, maybe they may not be happy to help you, but it doesn't matter, how hard, the skin thick, you will get the answer. When these basics are universal, knowing a few rules will do you a lot of work. So, if you want to keep the rules, let's start with the rules.

Rule number two: Do your desk work well

When you receive a job briefing, don't rush to think creatively, write a copy, first of all to do some preparation, for example, if it is to help a drink to write promotional soft wen, you'd better go to the supermarket to buy this bottle of drink back, and its competitive brand also sold back, drink a drink, compare taste differences, look at the packaging differences, and then look for some relevant information, Find out about the history of the drink, the story about it, ask a colleague at the customer's office, or talk to a client directly about it. These jobs, done enough, when you write, must be more than you sit on the desk motionless, think hard, come more strength.

Rule three: Read the briefing carefully

Although most customer service personnel now the presentation is like a scrap of paper, but for you, the newsletter is still important, including competitive branding information, activity goals, consumer profiles, most important messages, work schedules, and reference materials, which are your first-hand information, Some ideas and copywriting can be found in the newsletter, so take this piece of paper seriously, shortening your working hours and being more accurate. Note that you are now reading the newsletter so that you can see the newsletter as paper in the future.

Rule four: Take seriously

Don't be whimsical, think this is a paradise of unrestrained, that's just someone else's misleading, in the beginning, you still have to face the reality, this industry, for any new person, the beginning, always be a lot of harsh, you must be prepared, prepare countless times of failure, be hit, but you still have to maintain enthusiasm. Every job, don't just prepare a draft, if it is to let you write the title, you have to write 20, or 50, this is not too, because you do not know which is the best, you have to seriously deal with, want to do more, if you write 50, was fortunate to be selected by the customer 1, do not think that the other is wasted, These are your learning process, at least you can compare, why the other is not selected, the problem is where? Gradually, in the long run, your chances of success will increase in the future, then you may just write 1, or two or three, you can hit the target, and then, you can learn not only to complete the task, It's about writing your own style. Now the seriousness, for the future of ease.

Rule five: Using tools

Do not think that the copy of the work is illusory, are perceptual with the sexual play, there is no tool to say, or think that no tools. Then you're making a big mistake, this job, like a rigorous engineering, requires tools to help you do better.

The tools I have on hand are Cihai, dictionaries, poetry, fashion magazines, website collections. Each person's tools are different, as long as you find some suitable tools, you may be able to bring you inspiration and spark in a short period of time, to add a lot to your work.

Rule six: Understanding the Guild

Are there any rules in this industry? Perhaps a lot of people give you the message that there is no rule. But my answer is: yes. Do not think that creativity is unrestrained, there is no constraint, then you are wrong. Creativity must be a sales service, it must bring benefits, otherwise, nothing. So, you have to be responsible for the brand you serve, your ideas or copywriting must be in tune with the brand, and you must speak to the user of the brand, and you can't sell the shampoo in the tone of the car (unless it's an idea in itself). You must understand the background of the Times, local customs, dialect taboo and so on, you can not taboo, otherwise it will arouse public outrage, corrupt brand.

Rule seven: Write

Copy, of course, to write, and know how to write, creativity is not unutterable, inexpressible, you can try to describe it vividly, walk on the road, and you have to write down, sitting on the desk, for a title, you must know when to pen. What you write is not necessarily useful, but some of the inspiration, it is in the process of writing, you met. Writing can help you to find ways to create miracles. But do not write big empty words, such words can only cater to some leaders, but will not let consumers resonate. Do not write four words mantra, what outstanding, what beyond the future, change the world, is empty talk. Only write can hit the heart of words, so, read more, write, slowly accumulate experience, wrote, to the people around, or unfamiliar people to see, ask their feelings, one day, you will be able to easily, like a duck in the way.

Rule eight: Modify

"The Monk pushes the moon under the door", "The Monk knocks the Moon under the door", do you see the difference? The ancients, after repeated comparisons, finally combined with the mood, to make the assessment. As a newcomer, of course, you have reason to repeatedly doubt yourself, before the deadline, or more to think about, there is no possibility to change a sentence, do addition, do subtraction, upside down is possible? Repeated, it's good for you.

Rule nine: unwilling to be mediocre

Go the same way every day, why not try to take a look at another one. Take some courage and Bieme the rules, you can be better. So, each of your ideas, write a word, should be carefully verified, do not do what others have done, do not do déjà vu, one day, such a character and training, will you forge a blood seal throat, fame fighters.

Rule Number ten: Keep looking for the rules

The next rule you must remember. When you step into this line, choose this career start, it is doomed your road will be long, not overnight. So, this rule applies to you at any stage. After a while, the above nine rules, you can discard, you will have a new rule substitution, but please keep this one. Always keep a curious heart, continue to find new rules, and then break it.

Lesson Four. The time to be missed

Creativity in the absence of landing, just hanging around you empty muons air, how to capture, there is no law to follow? Why did Newton, under the apple tree, draw the law of gravitation, not in cafes or museums? Good copy is not a pile of gorgeous words, but from life, Level has the power to deter people. For example: Only dead fish will drift. This sentence, has the picture feeling, originates from the life common sense, lets innumerable world resonate. This seems to me to be a good example of copywriting. For me, writing a copy is actually a rule to follow, the key is to grasp some good timing.

Write a copy when you are sad

When the mood falls at the bottom of the valley, all the inconstancy, watered a whole, thinking began to boil. Often at this time, I can write some of my own may be shocking words.

Write a copy in Anger

I am angry, blood spray Zhang, thinking rushed to a limit of the apex, as if they were in another world, outside the sound all disappeared, I can only hear their own heartbeat, at this time, if I have the heart to write something, it will be shocking.

Write a copy in love

In love, is the most soft feelings, the world's all contradictions are softened, but also the most easy to feel the time, two static trees, all seem to have the admiration and love, such feelings, can faint dye all around.

Write a copy in the Micro Huangyun

When the Huangyun, the soul and your main body, emotions in the glass interwoven, nostalgic, longing, full, lost, all emotions in your taste buds, at this time, the inspiration will magically descend on your opposite, and you sit face-to-face, like a familiar friend, to face you. This is the best time I have ever met.

Don't write a copy when you're happy.

Happy, I easily get carried away, but also easy to lose the ability to imagine, only immersed in the happy ocean currents can not extricate themselves, so, at this time, I inadvertently will some work to make a summary, there is no ability to precipitate, at this time, I do not want to break the atmosphere, insert another thing

Don't write a copy when you're in a bad mood.

Mood knot, the idea will also knot, and I do not want to let bad mood on paper, so, in the mood of boredom, for me, not too appropriate to write copy.

The timing of writing is different for everyone, when the mind is sober, when the physical strength is abundant, when reading, when the concert is over, the gap of the drama, after listening to the speech, can be a good copy of the timing, the key is your timing when the appearance, need you to find. In short, good copy is stimulated, so you have to be sensitive to these precious moments and understand the laws of your thinking. Perhaps the best time for your good copy is in this text, and perhaps not in this text, but in the way you travel.