Good copy is definitely good sales.

"Copywriter is a salesman sitting behind a typewriter."

? Charles

This is the best definition of copywriting I have ever heard.

The most common mistake you make as a copywriter is to judge the quality of copywriting as an ordinary person, which will eventually lead you to become an artist or an artist instead of a seller. The copywriting you write will waste your customers' time and money.

When ordinary people talk about advertisements, they always say how interesting, entertaining, unusual and excessive this advertisement is. They often say "I like that advertisement". But the goal of advertising is not only to make people like advertising itself-its ultimate goal is to sell things. Therefore, there are many advertisements that don't care whether people like his advertisements or are happy or angry with his advertisements. It's similar to "shoot wherever you want"-Platinum Knight Brigade, "talk to the boss, be indifferent to the boss"-the boss directly hires, "take a taxi, take a taxi"-take a taxi. We may all be tired of this brainwashing advertisement, but there is no denying that they are successful advertisements, and the sales data are enough to show it. Communication is ultimately nothing more than increasing the sales and profits of advertisers.

This is an obvious thing, but many professional copywriters and advertisers always ignore it. They have made many artistic manuscripts, charming brochures, or TV advertisements with artistic sense comparable to the best movies, but they often forget the goal of advertisements-promoting sales-in fact, they should be sellers behind typewriters, not artists, not directors. As an artist, advertising copy will naturally get aesthetic pleasure in advertising art, but in fact, just because an advertisement looks good and pleasant does not mean that it is persuading people to buy products. Sometimes low-cost advertisements written simply and directly, without coercion, will greatly promote sales, so sometimes it is enough to talk about people, instead of learning real estate advertisements, and always say things that some people don't understand.

In short, it doesn't mean that you have to do some "defective" advertisements, nor does it mean that defective advertisements sell well. It doesn't mean that your advertising style, language and image should obey the expectations of products and customers-not to look trendy and fashionable, or to cater to the love of beauty of artistic guys who don't buy products at all.