Writing is essentially a medium for transmitting information, and clear expression is its basic requirement. A good copy must arrange the information neatly before presenting it to users, instead of creating a maze and confusing them with words.

2. refuse to be wordy and put a pair of scissors in your heart.

This is an era when attention is scarce. According to the data released by Procter & Gamble, the average viewing time of digital media advertisements is only 1.7 seconds, which is almost the blink of an eye. Conciseness is the importance of copywriting.

3. Reject chaos and connect every sentence with logic.

I often hear such a complaint: I have thought clearly in my mind, but I don't know how to write clearly.

A person's thinking is really clear, and the words written must be clear and smooth. Writing logic and literary talent are two different things. Language is a mirror of thinking. If the written words are confusing and illogical, it can only show that the brain is still a paste.

Extended data:

Writing skills:

1. First, you should digest the information about the product and market, and then you should describe the product in no more than 20-30 words, which should include the features, functions, target consumers and spiritual enjoyment of the product.

Then you have to ask yourself: What should I promise to my consumers? This is very important. No one will buy your things if there is no commitment. The more specific the commitment, the better. The promise of "making you beautiful" is not as powerful as "removing spots on your face" and "making your skin white and shiny", "saving you money" and "saving you 10 yuan"! Don't write down promises that you can't believe. What is the guarantee of your promise? You should think it over in the copy.

With these two points, you can determine a core idea, which is also called big idea and big idea. This core idea is simple, can be extended into a series of advertisements, is original, and can awaken many indifferent and indifferent consumers.