Where's the copy? It's time to revive the marketing profession's standards.

Guide: I was curious to ask a young man in the marketing department, do you think it's cool to write a headline like that? You know what he said? His expression is a bit apologetic, said I do not know why, hands on the keyboard, bar it, the word came out.

One day in 2013, I was on a business trip reading the plum blossom Net "Today" mail, the day's headline headline three words impressively written "I am a guy, ...".

I was frightened on the spot! Completely do not understand ah, even if there are typos, it can not be so outrageous? I was no longer responsible for the day-to-day management of plum blossom network, but could not help to transfer the old bull in charge of plum blossom nets.

Of course, I am also a very curious person, so Baidu a bit "I am a guy", and then I understand. But at that time, Baidu Encyclopedia has not included "I guys stay" This entry, our editor is indeed Avantgarde.

Then later, our news headlines have "tall", "how to abandon the treatment", "Unknown Feeling", "Tired Feel Not Love", anyway, I also see tired, lazy, so we are all accustomed to.

Today, if you take "is willful" or "is also drunk" to Sogou to find a micro-letter search will be found that the overwhelming results, most of the public number of articles by the title of the contribution. Copy, this post has been completely occupied!

I was curious to ask a young man in the marketing department, do you think it's cool to write a headline like that? You know what he said? His expression is a bit apologetic, said I do not know why, hands on the keyboard, bar it, the word came out.

I can't remember when this ethos began to form, anyway, when I entered the profession, there was absolutely no such scene. Vaguely I remember the originator is that "very yellow very violent" (according to Baidu Textual research, it was popular in 2008).

Now, look at the marketing department, don't say "high-end atmosphere grade" of the copy, even the ordinary original copy is more and more rare, regardless of men and women, no matter what products, we are living in a "Meng Meng" of the copy world.

The culprit is no doubt social media! Since 2008, social media has been the core force for the birth and spread of online buzzwords. But the question is why do marketers have to push it around? Because of the "social marketing" that keeps getting messy!

I was reminded of the boy who blushed at me. He's the one who's going to be responsible for the brand's microblog, micro-credit, public number maintenance, although we have never issued a hard index on the number, but the daily update is always the right? The poor boy worried that the text is not attractive enough, the other side to insist on and product and brand contact, daily grind, patchwork. Think about how many of our social media managers, like our little boy, are making a lot of big marketing copy every day. This production, but also want to each copy can touch the heart?

In the age of no social marketing, a copywriter often needs a week, and an ad company's outstanding copywriter won't write a few commercials in a year. This big investment, small-output pattern continued for decades (starting on the post-war Madison Avenue), and in social times the context has changed completely. Our communication objectives from the impact of the target customer's attitude and behavior directly quantified as the number of fans, subscriptions, comments, forwarding number of the promotion, marketing effectiveness measurement of the problem seems to have been solved overnight. It is because these numbers can be changed rapidly and not as difficult to measure as customer attitudes, which gives many marketers the drive to accumulate social marketing content. On the micro-trust platform, it is said that the public number of articles issued every day has been as much as millions of.

The wind of social media marketing not only blows up the production of content marketing, but also gives practitioners a great deal of misleading, which is to focus on events and topics. But "making" events and topics means huge inputs, high-risk outputs, and people who don't have the conditions to "create" are going to "follow" the so-called hot issues and topics. Naturally, those buzzwords flooded our marketing copy.

Does it really help marketing to follow popular language marketing copy? I don't think it's very meaningful to discuss this, because even if it works, it's going to be a fast-diminishing effect from a second follower, and when everyone follows, it's completely useless.

It does not matter, the key question is whether this is "harmful"? I think the answer is obvious. Each enterprise, each brand should try to create a unique personality, in this molding process, from the content of information, to visual expression, from the enterprise recognition of employee behavior, has been a long-term and arduous efforts. How can any popular language be applied to any brand? It's hard to imagine a luxury brand shouting "money is willful"?

Even if you are a brand fit for abuse, you really want to link your brand to "plagiarism, conformity"? Running shoes folded, and buy and Cherish, "the first half of the sentence has been Ganzi soft, the last half of the brand 18 generations of ancestors have been eroded."

In the final analysis, we have to accept the fact that "great copywriter" is definitely not so easy to be born, it requires the marketing team, brand managers for many years of continuous efforts. It is for this reason that we have a more sober approach to social media and content marketing, to be more patient, to reduce short-term goals, to focus on long-term accumulation and progressive breakthroughs. Do not indulge the brand's dissemination behavior to the vulgar culture closer, that is not your goal. Let your content marketing team lay down all the baggage and keep an eye on the brand's personality and attitude.

10 years ago, popular language often came from advertising copy, today's advertising copy from the popular language. It's time to revive the standards of the marketing business.