What does the copy do when I work overtime?

Usually a project, is a copy and a few fine arts team fight, first of all sit together to think of creative concept, this time, time for everyone, is equal, because the text and art work is the same, with the brain to think creatively. I personally think that the creative to copy is the most painful, the responsibility is also the largest, to know that the art of creativity, is the screen preconceived, it is easy to become a discussion of specific implementation, which requires the copy to always stay awake, can not be the art of thinking with run. A good copy of the value, plainly speaking, is reflected in this time, when everyone has been exhausted, copywriter contributed to the word, a word, it is possible to become the leading point of the whole project. Want to creative phase, copy or overtime, depending on the work of the whole creative team progress, if everyone can think, in the discussion when all very enthusiastic, not too will be silent, also not want to work all night to creative. I am personally after 7 o'clock every night, the head is basically not moving, so you let me have a meeting to discuss the idea of the evening, expect me to come up with some serious ideas, dream it.

After the concept of creativity has been set, there is a clear difference between the work content of copywriting and art. I have to admit that the amount of paperwork is actually very small, in the creative proposal phase, just write a number of conceptual titles as an alternative, if necessary, to write some exemplary text, in the proposal to the customer as a reference, this part of the work for me, the maximum is only 120 minutes to complete. Of course, sometimes, copywriting will also be required to write creative elaboration, and made PPT. But I always thought it was the acd/cd thing to do, if you're just a little copywriter, being asked to do these things, and being taught "to make you grow faster," you'd better not take it for granted that the boss who makes you do this is either lazy or rotten.

In the implementation phase of the project, the workload of the copywriting is much less, take an interactive copy, the most common job is responsible for writing a website copy, as well as some http://www.aliyun.com/zixun/aggregation/9889.html " > Internet Media Advertising copy (Banner/epr soft Wen/bbs ... etc.). General Small Campaign Web site copywriting, usually in wireframe (site-wide frame map) hand, a skilled, if the full heart, in 24 hours should be the first draft written out. The next thing is based on the implementation of the process from the customer received feedback, or the design of the specific layout needs, and then, as appropriate, modify the copy, usually no accident, the copy will be repeatedly modified many times, but let you pay the most is not time, but patience.

Above these two stages, a copywriting need to do, also almost all these, fortunately not? The workload is not so much that you can't afford it, especially for old copy, to do this "work" should be the most handy. And for a couple of art with a copywriter, they work far more than copywriting. The proposal stage, the art to find material, than the various art style, do the font, draw schematic sketch, guide the illustrator to draw story script ... For interactive art, the most painful part is to do mock up (schematic), take a website for example, each proposal, they will almost put a site all the pages are made! This alone is enough for them to die. Why is that? There are two reasons:

One
Our boss believes that only a molded site in front of customers, customers have intuitive understanding, so it is easier for them to pay. I think this approach is the extreme self-confidence of their own creativity, or the mind is very clear that their creativity is not sharp enough to use the method of excessive packaging to sell ideas. Most of the current advertising agency's proposals in particular, compared to the proposal, PPT is at least 100 page start, not set the upper limit, sound photoelectric readily available, the pursuit of a word, dazzle, the customer dazzle is the most important, only in this way, customers feel that your company not only have ideas, but also executive power. In fact, the last thing to do, often not when the client sees it in the proposal, even some advertising companies, after getting the business, have the audacity to say to the customer, this thing can be, but given our current level of technology, in view of your very small budget, in view of the other 7788 reasons, we really do not.

Two
Most customers have low understanding, a serious lack of imagination, in the client sector, there is an unwritten fact that customers listen to the advertising company's creative proposal as a dull job in the fun part, if you just use a few hand-drawn sketches to propose, no color, no sound effect, no animation, no live bilingual talk show, Customers will be very angry, that your company is too insincere, there is no idea what, the key is sincerity, take a few sketches to fool us, really make us a caveman who has not seen the people?

For two reasons, few advertising companies have dared to joke about their business, before the proposal, always will be high-profile, the whole nation mobilization, the idea of their packaging packaging, and even the Web site for customers to apply for a good, the server for customers to rent, to the proposal, as long as in the browser address bar type URL, Customers can see a website finished.

I stay to work overtime, the biggest reason is that I very much respect the work habits of fine arts.

If you have done or are doing copywriting, you should have a deep understanding of what I am going to say, most of the advertising company's art is not like to see the so-called copy deck (put all the copy into a document), which they never log into the company's mailbox, they like to do layout side to add copy, They think the most comfortable way to work with a copywriter is to when they need to row the copy, call a voice, the copy will immediately appear next to them, and then he pointed at the computer screen to say to you, "Hey, I need a word here, you give me", in fact, if they seriously read copy deck, They'll find that the words they need lie inside. But as a good-natured copywriter like me, I'm certainly not going to do anything on the spot, so I work overtime, the most often do is waiting for the call of art, in their need for "a word", in time to copy this sentence from copy deck inside, and then paste into the MSN window to them.

When I first entered the profession, I always resented this kind of overtime work, but after so many years, I finally realized that maybe this is the highest level of team work, that is: always with the work partners, they often do not feel your presence, and always feel you are around them.

So the people I worked with, most of them feel I am a reliable person, I think this and I always willing to abandon themselves and try to cooperate with other people's character is not unrelated. The strength of the thesis case, I really is not the best, but the attitude of the thesis case, I must be worthy of the heart. Seriously, I think in the advertising company, the role of copywriting is quite awkward, especially like me so not ruthless people, it is easy to be personally buried alive. Overtime is not necessary, the company has never forced me to work overtime, but there is no way, I am a love to make a cheap copy, so, cheap, I gave my own precious night, got the present such a not how to end.

(This article only represents the author's personal opinion, does not represent the view of this site)

Source: http://www.damndigital.com/archives/10801