No. writing copy with the point of view is more related to the writing is not so relevant
such as and effective to improve the copywriting skills:
The first one: read more books. There is an old saying that "the chest a bit of ink, the pen into God", which is to say: there are things in the brain hand to write out. Our country's culture is profound, there are a lot of rich vocabulary, need to master these vocabulary, text description method, etc., you need to read regularly. Literature, history books can soon enrich the personal vocabulary; realistic, reasoning books can enhance the structure of the article close type and coherence, there are some network fantasy novels can also increase the imagination of the planning workers and so on, in short: more books on the enhancement of the ability to create copywriting help a lot;
The second article: more writing. The so-called "practice makes perfect", any kind of skill is in the process of constant refinement of the more practiced the better, so the constant practice is a copywriter to become a master of the road. Regularly write some articles, such as thoughts and experiences related to their work, which can not only help themselves to accumulate and precipitation, but also to practice their own copywriting skills. If you don't have to write, it doesn't matter, you can write a story, write your own experience, right as a practice.
Article 3: Think more. For planners, what really matters is not the method, but the idea. There are thousands of methods, but there is only one successful idea, so when we watch the success of others, learning methods is still secondary, learning ideas take the brunt. People can make this product with this method of operation success is how to think, which problems are how to deal with these key ideas to sway the success, so I also often say: Wherever you can let others see is not important, the really important thing is that you can not see. These invisible need to think more, more pondering, in order to savor the flavor.
2. How to improve the copywriting skills of the white
The enhancement of writing skills:
The enhancement of writing skills can only be achieved through continuous writing to exercise the writing, there are no other shortcuts to go.
Write an article every day, the subject of the article and the industry is not limited, you can also write some: life, emotion, as long as you adhere to a daily article original writing to ensure that the goal is accomplished on the line.
Insist on a month or so, to see if you can write something, the average person to write ten days is almost nothing to write, originally thought I could write a lot of things, feel a big belly of the article there is an outbreak out, actually write down to find that they are not enough to accumulate, and can continue to write more than twenty days of people, writing ability is very good, and continue to write thirty days seems to be no one has not seen a person it.
In the last few years, the number of people who have been able to write for more than twenty days has increased.
After insisting on writing the 15th day, you go back and look at it, you will find that relative to your first day of writing and the fifteenth day of writing the article, the difference will be very big, may be completely different from the two styles.
3. writing level is very poor, how to do1. broad vision, multifaceted observation, feel life The article is a reflection of real life, to write a good essay, first of all, pay attention to observation and feel life.
Throughout history, anyone who has written an article of achievement has attached great importance to this point. Sima Qian of the Han Dynasty said: read ten thousand books and walk ten thousand miles.
This "traveling thousands of miles" means to observe and feel the life from various aspects. This is exactly what he himself did, starting in his 20s, roaming the country, examining historical sites, interviewing historical materials, and finally writing the famous "Records of the Grand Historian".
The significance of observing and feeling life in many ways is that, first of all, you can get rich writing materials from life. Because we write essays, whether it is writing people, writing things, or describing the scenery, are writing about real life, all need to be realistic life scenes, life details.
And these life scenes and details of life, can not be created out of thin air, only through a variety of observation and feel life can be obtained. Even the part of reasonable imagination is based on real life.
Secondly, it can make the article get a deeper meaning of thought. Because only with more contact with real life, we can accurately grasp the essence of things, to have a deeper emotional experience.
Accurately grasp the essence of things, have a deeper emotional experience, in order to write a good article of deep thinking meaning. Multifaceted observation and feeling of life, first of all, as much as possible to participate in social activities, in the life of the various people around the observation, things and scenery, their appearance and characteristics into the brain this "warehouse".
In this way, when we write an article, these loaded into the "warehouse" in the material, will automatically appear in our thinking process. Secondly, we should pay attention to the people and things around us, and pay attention to listening and watching.
Because no matter who, the scope of activities is always limited, it is impossible to participate in every kind of activity. So, we need to listen and watch more, and get life materials from other people's mouths and their activities.
In doing so, we sometimes get even more than we would if we were physically involved. For example, we can hear about things in Guangzhou while we are in Beijing, and we can observe more closely than the people involved when we are bystanders, because the people involved are confused, and the bystanders are clear, etc.
Again, we have to listen to the people in Beijing, and we have to listen to the people in Guangzhou.
Again, when we touch life, it is not enough to use our eyes and ears. One must also use the brain.
To think y about what is in front of us, to see what kind of manifestations it has, what are the characteristics, what does it mean. Only in this way can we discover the truth in life, grasp the essence of things, produce a more profound and heavy thought and feeling.
2. Widely read articles Ancient people have said: reading through ten thousand volumes, the pen is still God. Lu Xun also said: only read a person's writings, the result is not good, you can not get the advantages of many aspects; must be like bees, picking many flowers, which can be brewed honey, if stung in one place, the gain is very limited, boring.
This is the experience of the former, there is a very profound reason, it is worthwhile to learn from us seriously. Why is extensive reading so important? On the one hand, it can make up for the lack of our experience of life, so that we indirectly get a lot of life materials and feelings about life; on the other hand, it can make us learn from others' writing methods and skills.
Extensive reading should be done in the right way. In this regard, the previous generation has had a lot of good experience.
For example, the combination of rough reading and intensive reading is a proven method. Rough reading, that is, picking a variety of model reading, reading without having to do a detailed analysis of the article's ideological significance and writing skills have a general understanding of the article.
This is from the "wide" point of view to work, so that they get a variety of nutrition.
This is the first time that I've seen a book in the world, and I'm sure it's a good one.
The good articles, but also need to read carefully. Read carefully, not only to think carefully, to see how people's theme is expressed, how the structure is arranged, how the language is used, after reading should also put these on the book.
As the saying goes, a good memory is better than a bad pen. Only by writing these down can you review them from time to time and not forget them.
By reading carefully, you can get good writing methods and techniques, so that we can develop in the direction of "deep". 3. To practice more practice, you can speed up the process of learning to write knowledge to use the knowledge of writing, which can be said to be the most critical part of improving the writing level.
Tang Biao of the Qing Dynasty once said: "Proverbial cloud 'read ten as well as do a'. Cover often do the organs familiar, although the question is very difficult, for the easy; not often do, the reason road raw, although the question is very easy, for the difficult ......" To this effect, read ten articles is not as good as doing an article harvest.
often write, essay method, reasoning is skillful, even if the topic is difficult to write up feel easy; not often write, essay method, reasoning is rusty, even if the topic is very easy to write up will find it difficult. Therefore, we must pay attention to the "read ten is not as good as do a" reason, often serious practice, so that we can gradually find out the composition of the "ideas" and "organs".
Practice should be carried out with a clear ideological and emotional purpose. If you are a beginner, you can start by writing a paragraph that expresses your thoughts and feelings, and practicing all the words around the center.
Next, look at the center of the several parts of the arrangement is reasonable, learning to master the structure of knowledge. Then, see which parts of the parts need to be written in detail and which parts need to be sketched out, to learn the knowledge of writing about people, events, and describing scenery.
Finally, then consider the use of words and sentences, and practice accordingly. This with a clear thinking and feeling purpose to practice, than simply isolated learning narrative, description, structure, etc., the effect is much greater, in favor of our faster grasp of the composition of the "ideas" and "organs".
With a certain knowledge of writing students, when practicing writing.
The first thing you need to do is to put your thoughts and feelings in the first place.
In addition, practice writing, do not be afraid to make a fool of yourself. After writing it, you should let people look at it and nitpick.
As the saying goes: the person in question is lost, the observer is clear. The article written by himself, often do not see the problem, only to let others see, in order to know which place is not good, in order to have a clear purpose to modify.
On the other hand, after knowing which parts of yourself are prone to problems, you can also draw attention to yourself, which is conducive to your own continuous improvement and enhancement, so that you can make progress faster.
4. How to become a copywriterI have always seen, design peers, one by one, self-employed, although not necessarily better than work, always trying to be driven by their own, to do things for themselves.
But seldom seen, a single copywriter out of another stove, had to be in the position and salary on the more serious. Perhaps, the designer to do LOGO, VI, do albums and books, do plane, do DM, do packaging, painting illustration, etc. A lot of visible and tangible, so that customers are willing to pay for things, but also to make the designer independent up more easily.
And copywriting, what can you do, can really feel that you are a set, and worth the bill? In fact, the role of the copywriter as a core component of creation is not dissimilar to design, in a left-right hand relationship. Some have relied on the copywriter to do their own friends, in talking about how to copywriting is not valued at the moment, so that under the hands of something more worthwhile, said that a separate copywriter is bound to be dry but not a separate design, and there is a holistic thinking of the copywriter, but often greater than a holistic thinking of the design.
I think so. The process of communicating a product, real estate or otherwise, is well documented.
From the birth of the case name (product name), to the overall communication strategy direction, and then to promote the creation of the output, each step, the importance of copywriting can be reflected in it. And as for creativity and execution, it's where the copywriter's skills come in.
Here, a whole case of copywriting involved in or led by a list of projects, if the set of things to play familiar, you are not only a copywriter, but the dominant copywriter. (What's that? It's still copywriting!) I've categorized what a copywriter can do into 4 main blocks: eye period, brain flower period, finger period, and mouth period.
Eyes period Any case, are not independent of the existence of his audience's aesthetics, customer expectations, the ups and downs of the market and other factors. In this stage, the main work is to interpret the market, consumers, products and competitors.
As an analogy, if you want to do a job of instant noodles. The first step is to go to the market to see what the instant noodle brand has those representatives, what they say, what consumers recognize.
As for the characteristics of the product itself, most of the time you come across the product is the same, the same pasty the same seasoning, you have barrels he also has barrels, and customer communication half a day, he can not say a so, how to do? At this time, you need to be like Sato Koshi and the same, to list all the points of opportunity, for example, from the shape, the pastry is triangular? For example, from the ingredients: is it buckwheat processed? For example, from the packaging, of a paper bag? I was once involved in a sanitary napkin communication report, in a bunch of female colleagues, holding those snow-white things while touching and comparing, but also had to secretly laugh at them unashamedly, think about it really, too powerful. And what do you want to get after all this? Or instant noodles for example.
Can be divided into competitors, you can understand how the other side said, you can know what consumers want in mind, you can understand which direction you should start. This is the art of war know your enemy and know yourself.
In short, this period, all to do is pre-basic content, perhaps not very interesting, there is not too much creativity to think, there is not too much brainstorming, just need to be quiet, step by step to step on the point, a handful of insight. And often, if this stage is done solidly enough, the second stage will be relatively easy.
By the way, many copywriters feel that this period is customer service and strategy to do, the copywriter should do the back of the creative part, so that if you think, unless your copy is indeed very bullish, or it will be forked. Brain flower period After the pre-combustion and precipitation, at this time certainly already have ideas in the brain.
How to peel the cocoon, in this period to be your judgment and determination. If there are 10 selling points worth talking about, then rather turn them into a buy.
Is there a reason you have to buy a packet of instant noodles? Big sale, extra quantity, new flavor, used to eating it.
In fact, many times, the selling point is not so easy to arouse people's interest, the same laptop, there are people who love IBM, some people love DELL, the key is that you are in the eyes of the people and in the heart is what? If your noodles can say the world's healthiest noodles, then be sure not to say delicious; if your noodles can say specifically for overtime workers to develop the noodles, then be sure not to hope that family members also as the target group. Simply put, you must find out the biggest and most different DNA, and then give him a strong package, and the creative concept will come out.
At this point in time, it is important to remember the saying: the best strategy is inevitable strategy, not optional. That is to say, the concept that comes out of the rationale is necessarily unique (difficult), but also make people can not be overturned (more difficult), non-products (difficult).
Please remember 3 times: I am my own creative director, I am my own customers, I am my own consumers. Then, ruthlessly cut out those concepts that seem to be extendable and not bad, leaving only the one brand DNA that is unique in the world.
Finger period This period is the favorite stage of many advertisers. Every line of copy, every idea, may be executed at any time, the creative desire is great, and a sense of fulfillment arises.
Honestly, if I could do this without doing the first two things, it would be my dream all along. But sadly, awesome but wrong ideas are never a match for normal but right strategies.
Walked through the turn of the road, often only know to see the road. Pick up lazy practice luck when, indeed, not a big problem, but in the long run, will develop a bad habit, accumulated habits are difficult to change ah (blood tears lesson).
Back to the topic. In this period, the copywriter is responsible for creativity and copywriting, the designer is responsible for the perfect implementation of this idea, of course, if the designer partner than your creative, copywriting is good, I will mourn for you.
There are many ways to write copy and think creatively, and many masters and not so masters are writing their own creative ideas. Some are inspired by watching a movie, some are inspired by soaking in a bathtub, and some are inspired by being **** in the ****.
As for how you find inspiration, everyone's G-spot is different, and you don't have to refer to others. In my personal experience, it's necessary to clear your mind before each creation, to put away all your previous ideas and preconceptions.
I don't like to use my experience to do things, which often results in something that's more of the same, and less of the same. It's like never eating a couple of McDonald's before a big meal, that way you're Pin.