From the audience's point of view: What did I get?

When enterprises screen new people, in many cases, the only basis to see whether you can become an excellent copywriter is your expressive ability. Now that you are in the business, many times it means that you don't have much obstacle in expressing yourself. As a newcomer, whether you can understand the business logic behind the text from the perspective of the enterprise and the audience will become the key to whether you are qualified for this job or even become better.

An understanding copywriter won't sit in the office alone and think hard. The most classic advertising words often come from entrepreneurs or consumers. All we have to do is to seize the bright spots with keen eyes and let these words bloom with new vitality with better expressive ability.

Take the familiar Wang Laoji (Jia Duobao period) as an example. His early slogan "A healthy family will always be with him" can be described as featureless. It neither describes the product attributes nor expresses the audience's feelings. At first glance, you know that copywriters or non-professionals are behind closed doors and only care about expressing their wishes. Later, the "fear of getting angry and drinking Wang Laoji", which was popular all over the country, was the consultant team it hired. After detailed market research, it is completely described from the perspective of consumers.

Because Wang Laoji had a high awareness in Guangdong in his early days, although I did not participate in their research process, please allow me to supplement the following picture:

Market tune: Why do you like to drink Wang Laoji?

Audience: Because there is only one brand of canned herbal tea.

City tone: Why do you want to drink herbal tea?

Audience: Because of the fire.

Market tone: Do you know that herbal tea has other functions?

Audience: I don't know

Through simple market regulation, even if you go to the market and grab a few consumers at random, it is far more effective to simply talk about the information obtained and package it a little than a hard-working copywriter sitting in the office thinking for ten days and a half. We should know that from the point of view of enterprises or products alone, Wang Laoji has six functions of "relieving summer heat, eliminating dampness, clearing away heat, treating damp-heat stagnation, dry mouth and red urine, sore throat and fever, and catching a cold", and any one of them may become the main appeal point of advertising language. However, only the concepts recognized by the audience and widely known are more likely to cause information dissemination.

Personally, I don't think the principle of judging the quality of a copy is how fluent the sentence is, how beautiful the text is and how ingenious the creativity is. These literary attributes are just materials touted by peers, but condiments to improve our reputation. A copy with incorrect ideas will lead to a pile of waste paper. The combination of "communication efficiency+word of mouth" is the only criterion for enterprises and customers to judge the quality of copywriting; Whether it has commercial value is the only criterion to judge the value of copywriting.

Undoubtedly, "fear of getting angry" is the intersection of enterprise supply and market demand. Understand the value of goods first, and then understand the needs of the audience. Only by combining the two can we find the key points. You don't need much inspiration and creativity. More than half of a good copy has been completed, and the rest is how to express it effectively and how to do it: easy to read, remember and spread. This is why most good advertisements are born in the development stage when enterprises have a certain basic consumer group. At this time, we rely on the most reliable partner-the audience.

There are always some new products and enterprises that face a brand-new market and have no basic audience. Even if the product is free to the audience, the feedback they get is of certain reference value. However, due to the lack of samples or cognitive differences caused by "free", this information is not completely convincing.

For a brand-new thing, it is often more dependent on the entrepreneur's own judgment on his own products. How an enterprise's early advertisements were formed is a subject that no one will easily disclose. How much role copywriting can play in it depends more on accumulation and talent-and luck. But in my personal experience, entrepreneurs take risks that our copywriters don't, and their judgments are often more correct than our fantasies.

Core elements of copywriting

-Easy to read, remember and spread.

Copy core elements

Reading, memory and communication

When you make up your mind to explain your core point with a proposition, no matter which rhetorical device you use, there are only three core elements of a copy: easy to read, easy to remember and easy to spread. It can be said that the first two of these three points are paving the way for the final "easy to spread".

The so-called readability refers to the rhythm of words, and it is also the * * * sound of words and audiences. The essence of communication is the transmission of information. Copywriting on paper is a kind of communication, so is advertising "heard" on TV. Most communication has a cost, and it needs to pay a certain price to get benefits. Only when the copywriting works are "easy to read" can the words themselves have the vitality of secondary communication-through the mouth of the audience, they can enjoy the effect of word-of-mouth communication for free.

"Baidu, you will know" is a slogan that I personally hear the most in my daily life-even though it has hardly been heard in any media in the form of sound. As a negative textbook ... please read "Tuniu Travel Network, Travel, Find Tuniu!" That's three times. Every time I hear repeatedly on TV that the government spends so much money on such an advertisement "Life (Flying) (Long) (Olympics) (Coach)", I am also drunk.

The so-called easy to remember refers to the depth of the text and the inside information of the text. Many advertisements created by foreign enterprises are visual advertisements, and the copy does not touch the hearts of the audience. For a simple example, even if you hear advertisements from KFC and McDonald's every year, every month and every day, do you remember what they said? No matter how good the video is, no matter how many advertisements there are, this is not the value of copywriting. An advertisement with memorable attributes must be deeply rooted in the hearts of the people and the product of a deep understanding of the audience culture. I don't know why, although I was not born in this era of advertising, but this sentence has been deeply hidden in my heart for several years. There is also the classic sentence of ten years ago, "Crane dances on white sand, and my heart flies". An unforgettable advertisement should not only strictly control the number of words, but also have a profound cultural background. "Fair" and "Yang Yangyang Hengyuanxiang" are also easy to remember because of the relationship between the number of words and the amount of input, but they can only be remembered for a short time.

Easy to spread means that the final result is easy to read and remember, and it can also refer to the topicality and attention of advertisements. Since it is the final result, if there is better communication, can we abandon the two attributes of readability and memory? There is a suspense here. A successful advertisement does not mean the success of the copy itself.

To taste a successful copy, we should analyze and reflect on his achievements from three attributes: easy to read, easy to remember and easy to spread. A successful advertisement may be due to his excellent design, strong investment and clear cut-in angle.

Learn what copywriting?

-Understanding+Expression = Read more+Write more.

Learn what copywriting?

Understanding+Expression = Reading+Writing

The essence of creativity is to break away from convention and be unconventional. Copywriting, as a creative work, the best works in theory are not learned, but realized in actual combat. When you turn on the TV, the slogan appears. Looking around, every city, every street, everyone's mobile phone and computer are full of all kinds of advertisements.

In fact, excellent copywriting only needs two abilities-understanding and expression. The so-called understanding ability is the process of reshaping creativity through reverse deconstruction. There is a saying that advertising is the cancer, the death of designers and the killer of copywriting planning. If you are an expert, you may laugh it off. If you are a novice, congratulations, you will definitely meet them in the future. This sentence is:

"The high-end atmosphere is classy, simple and fashionable."

When we face bosses or customers, they are non-professionals. In fact, many times they don't know how to make an advertisement. If you force him to think of a word, that's all he knows. The subtext is actually: I don't know how to do it, but you have to do it better than my competitors, and your advertisement must make me profitable. That's all.

In the face of customer denial, be good at understanding. Whether he likes it or not, no matter how they deny your work, he just wants to know or verify one thing-can I make a profit with this thing you made? To this end, he will ask many questions. Criticism of your creation may have nothing to do with your literary attainments. What you want to analyze with him is whether your creativity and your work can finally succeed in the market. Are you sure "Li" is the first priority?

Maybe you will say, I didn't receive this kind of training at school. Yes, that's right. This is not a school. As the saying goes: shopping malls are like battlefields, and schools are paradise. Tactics explored from actual combat are the most effective weapons. Does copywriting need to be studied deliberately? Numerous martial arts experts have tried their best to implant their best copywriting expression into your mind and occupy your consciousness like Tianma Meteor Boxing.