When it comes to copywriting, you know that you need to be able to insight, understand users, and chase hotspots, and you want it to be heartfelt, not self-congratulatory, and persuasive, and to open consumers' pockets.
You hang on to the golden words of the master copywriters, painstakingly study a 100,000 + explosive articles, trying to find ways to improve your skills.
This has led to a result: there are enough copywriters who have eyesight and know the principles, while there are too few copywriters with strong basic skills. A serious disconnect has arisen between eyesight and ability, and this is the harsh reality faced by most copywriters in China.
As for the importance of basic skills, A Cheng's description of Feng Zikai's paintings is worth reading:
Feng Zikai used to paint a picture with only the moon on it, and then inscribe the words "After dusk", which shows that ink and brush were no longer important to him, nor was the painting, but the joke he played on the viewer. The important thing is that he gave the viewer this joke in the painting. The scholars who followed him to this point often neglected brushwork and ink, but ended up walking in mid-air and falling to a great deal of pain. Anyone would have to make an effort to put down roots on their own.
"Vocabulary" is one of the prerequisites for a copywriter to be "rooted". It's not about how many fancy or even out-of-the-way words you can use, it's about being able to find the most accurate but not vulgar word in your vocabulary when you want to describe a product, a concept, or an emotion, and accumulating a substantial enough vocabulary is the foundation for making that happen.
Many people's idea of "vocabulary" is still limited to learning a new language, and it's only when you learn a new language that you pay attention to vocabulary building and improvement. However, for those who make a career out of writing, it is essential to have a higher-than-average vocabulary.
The fact that true masters of literature can write heirloom works in a vernacular that even a child can read does not mean that they only have a pediatric-level vocabulary. In fact, all masters have a rich "language pool.
How can you stop worrying about a blank document and use your existing vocabulary in a more relaxed manner through conscious training? I hope this article gives you some inspiration.
Tips1 :? Verbs are the backbone of copy
Verbs are the backbone of a sentence. Accurate use of verbs can make the copy become vivid and vivid, and can also in a way can reflect the strength of observation.
As a copywriter, you have an obligation to be aware of the differences between different actions, and the obvious or ambiguous meanings they convey.
Let's take a look at some of the best verb users:
WeChat's "One" wrote this headline in an advertisement for a facial cleanser:
One minute, shaking the dirt out of the pores.
The word "vibrate" makes people feel as if they can hear the buzzing sound when the cleanser is activated, as well as the brutal image of oil and makeup being shaken out of the pores. By using a verb to describe the product's function and effect, it is more likely to arouse the user's impulse to use it immediately than similar products such as "intelligent skin resurfacing" or "cleansing whirlwind".
If you're a copywriter for a restaurant or a food website, what do you write when you need to introduce a dish called Mapo Tofu to your customers? To write about how spicy and flavorful the dish is, you might as well tell diners about its equally exciting cooking process: