Recently, it was discovered that some of the people who studied copywriting together in the past gradually disappeared, and some of them went out of class and published books, all the way back.

I also found that some of my students moved to Wechat business to start selling goods, and some originally studied copywriting in order to sell goods, but they moved to copywriting instructors to start recruiting students ........

I worked as a sideline in the enterprise while taking orders and selling goods, and I wrote copywriting while taking the students' status to resign as a freelance copywriter, no longer going to work and selling goods, only doing two things: taking copywriting orders and taking students.

I have more time to write, update articles, and have more time to think, about copywriting and life.

in the early days of the video number, I saw someone's video number "A good copy is just one sentence" become an explosive video. I went to check that there was a book called "A good copy is enough" and bought it back to read.

In fact, really good copywriting really doesn't need a long story. Those widely spread advertising copywriting are simple and easy-to-remember sentences, such as "Nongfu Spring is a little sweet" such as "I'm afraid of getting angry and drinking Wang Laoji" and "I don't accept gifts for the Chinese New Year this year, but I only accept melatonin as a gift"

Even if you think it looks like vernacular or even a bit vulgar, people have actually achieved the effect of emphasizing the unique selling point and memory of the product and spreading it widely.

Writing a copy is the same as being a man. The simpler the better, the less the more!

I remember that when I was working as a copywriter in a real estate company, I had to do research before positioning the products, printed thousands of research forms to conduct research around the project, and finally summarized them, made portraits of users and analyzed users.

then design the product style, tonality, apartment size and so on according to the user portrait, and make further user portraits according to the weekly visitors to determine the name, color, positioning language, publicity channels, activities and price of the building.

However, I found that too many Internet copywriting overemphasizes the delivery of goods, the realization of cash, various data and various skills, but ignores the most basic positioning and user portraits.

In fact, different products have different target groups, so the style and emphasis of copywriting are different!

if you want to write a good copy, you must make a good portrait of the user, and you must know your target audience well enough, so that they will be willing to listen to your copy, and only then will they have a feeling that the brand understands me well and will pay for you.

Copywriting seems to be classified into many categories, and it feels very complicated. However, from the function of copywriting, there are actually two kinds, one is copywriting to promote brands, and the other is copywriting to sell goods.

Before writing a copy, make sure what is the purpose of writing this copy. Different copy purposes have different styles.

Brand copywriting is to emphasize the background strength of the product, to spread it, and to make more people remember it.

Copywriting is to sell goods, to make people place orders, and to make people pay.

Different stages of products have different purposes and demands, so the writing skills and characteristics are different!

nowadays, many articles are about the combination of powerful products and effects, and it is actually difficult to really combine them.

there is a well-known "seven-time rule" in the marketing field, which means that a product user will only place an order after seeing it seven times!

obviously, it is very difficult for users to pay the bill when they are not familiar with the new products.

before writing a copy, you should know what stage your product is in, and whether you need to write a copy of brand promotion or a copy of selling goods. This principle is not only applied to products, but also applies to personal circle of friends and video number building.

In the past, when it comes to advertising copy, all people could think of were advertisements seen on TV and newspapers. But now, various channels, platforms and apps are overwhelmed, all of which are grabbing everyone's attention, and the places where advertisements are placed are becoming more and more diversified.

This is probably why copywriters have suddenly become very popular in recent years!

However, users from different channels have different preferences. For example, elevator advertisements are mainly aimed at users or office workers, but most users of Xiaohongshu are young women and treasure moms who love beauty. Platforms such as Zhihu focus on dry goods and knowledge, while Weibo and Tik Tok pay more attention to entertainment.

Therefore, a good copy should not only know the target audience, the purpose of the copy, but also know the channels. It is not good to send a copy in different channels, nor the more channels for publicity, the better. Instead, it is necessary to choose the appropriate channels according to the stage of the product and write different styles of copy.

and the styles of copywriting are different in different regions. For example, when Apple went public, it made various versions of copywriting, such as Hongkong version, Taiwan Province version and Mainland version. Although the core meaning was similar, the expression was completely different.

a good copy should change its writing style and expression form according to the product delivery channel, delivery form and even delivery area.

you must have heard that a copywriter receives 1 million yuan and a name receives 211,111 yuan. In fact, what you see is a name or a slogan. In fact, people deliver a whole set of planning cases, including product research, target group analysis, product positioning, product name, product tonality, product main slogan, sub-slogan, product promotion channels and plans, product communication activities and so on.

What you see is the appearance. In fact, it's all about copywriting thinking and logic, a lot of research and analysis, and a set of programs that can be directly implemented with your hands.

it's not the copywriting that makes others willing to pay tens of thousands or even hundreds of thousands of dollars, but the scheme and strategy, not your literary talent, but the insight, research and analysis behind it, your familiarity and positioning of the product, and your thoughts and suggestions.

the other party doesn't think your copy is good, but because of your copy and strategy, let the other party see how unique, personal and good your products are!