Reading Notes on "World-class Copywriting"

1. A composition case, if the text is only written to please the author, will be worthless. If you ignore smart readers, smart readers will naturally ignore you.

David Abbott said: When he writes a composition case, he will write every thought in the text column by column, which I think will make your logical thinking clear.

When you write and read aloud, you will find out whether the whole article is smooth or not, and you can also buckle words, symbols and the like.

One of his headlines will be changed fifty or sixty times and scrutinized repeatedly (although he is doing advertising copywriting, our WeChat operation may not be so complicated, but we still need the skills of scrutiny)

When you write an article, this incident touched you, so maybe this article will also resonate with others.

most people like attractive headlines, and asking questions is a way to attract attention.

When writing a long copy, you should pay attention to the process of hiding and constructing. Even if there is a lot of information, you should learn to use conjunctions or phrases.

2. John Bevans

His point is: You can't just sit around and think hard. Writing a copy is the catalysis of language, which integrates those things into products and potential consumers.

for us, it is more important to know the users than the products. Both are essential.

they all follow the same principle. Only when users like it can they do it.

digression: when writing a copy, you should have a good mood, so that work is not just work, but also fun.

because comfortable works will make others feel comfortable.

attracting users is more important than selling products.

3. Tony Brinall

s unique style and the importance of visiting users.

4. Madidi Cook

Instead of serving readers, they serve the thumb clan, the web clan, and those who just watch and don't buy in print media. Thumb people stopped their thumbs when they saw the picture, and the words lured him to "point".

5. Tony Cox

Good stories often have a good beginning. Advertising has two elements-words and pictures, and so does WeChat WeChat official account. Harmony is vivid, but division is weak.

6. Tim Delaney

How does he do copywriting?

We can prepare in advance, and the initial speed+the intermediate quality = a good article.

7. Simon Dickens

Copywriting principle: Don't alienate readers. There is also a passage someone said to him, which is very classic.

8. Jim Duffy

He soon refuted this point

Instead, he did this

Write short sentences, use small words and use fewer adjectives. Sentences will become easier to read, interesting and credible.

9. Paul Fishlock

Don't use unqualified titles or clever word games.

Copywriting experience: Copywriting is too long, which will inevitably lead to insufficient expression, and pretending to be smart will inevitably backfire.

1. Richard Foster

made a special copy to give everyone a sentence, pick words and concise sentences. Simple and rude.

11. Neil French

One principle: Any advertisement should include at least four elements: title, picture, copy and trademark. A

12. Steve Hayden

Your job is to create the best self of customers. Capture their bright spots and show them.

The opening remarks of the copy may be more important than the title, but the title of the WeChat copy is more important than the opening remarks.

13. Steve Henry

1. Art direction. Designer, typesetter and computer operator

2. Try to make the text interesting and easy to read.

3. Each text should be different, including personal characteristics

4. Everyone tries to change the pattern, and don't try to imitate other people's styles.

14. Susie Henry

Today's print ads are tomorrow's waste paper.

Tell readers what they haven't seen or thought about, be sensational, don't be cliche, and be convincing. Have a feeling for words, not formulaic code words. Convey enthusiasm. Only in this way can readers appreciate your passion for the product.

15. Adrian Holmes

Ten suggestions for advertising copy

1. Make full use of the deadline (disagree, advance)

2. Before you start writing, think about where to end, and be sure to have a clear logical order and clear structure.

3. Encourage readers to read on

and do what users are interested in.

4. Don't over-embellish

5. Read poetry: how to use language, rhythm and imagination to express the effect.

6. Read your copy aloud to yourself. Check the statement.

7. Don't value your words too much

8. Visualize the copy

The paragraphs are patchy and comfortable to look at.

9. Understand the structure of sonata

Show and unfold? Reproduction. The end of the copy echoes the title.

1. Excellence is the natural enemy of Excellence. Getting better and better.

16. Lionel Hunt

His experience is that writing a copy of a print advertisement is not just writing a copy, but creating a picture that can effectively convey the client's proposal.

the best advertisement in the world is a combination of pictures and words? Sometimes even a full-text advertisement can become a painting.

before others read the text? Read the title? How much money? Look at the typesetting again and you will know the quality of your article.

17. Mike Lanskabee

What does he think is the tone form of the copy? The length should depend on the products promoted.

open your mind? Ignoring the rules? If the rules are strictly observed? Then the way of thinking will solidify.

18. Bob levenson

Don't rely on adjectives? He is a sign of your ignorance.

Know who the speaker is? To be easy to identify? Easy to understand?

who are your users? The circle of target audience

19. How can James Lauser

write without copying

It is easier to break the rules and follow the rules.

inspiration doesn't wait to appear? And look around

look at the problem again

when thinking? Be careful?

2. Alfredo Marcantonio

Looking for all kinds of materials to make a copy, appeal to reason needs to hit people directly. Carefully use adjectives to arrange the details in logical order, and talk about the most convincing and fascinating things first. Anti-climax method.

21. Ed mccabe

wants to know something thoroughly? Only in this way can we hope to go beyond the cliché and write something different

22. Tim Meles

23. Barbara Nokes

wants to enter the hearts of the target audience and communicate in their language? Think about the problem from the same angle as them.

24. Chris Osha

Several authors share the same view? Read aloud? Check.

25. Tim Riley

The headline covers more information.

26. Andrew rutherford

1 Attract attention

2 Arouse readers' interest

3 Pick out the target and understand their problems? Hope demand

4. Show the benefits of the product as much as you can

5. Facts speak louder than words

6. Stimulate the desire to buy

7. Improve the trust

8. Conclude the transaction

27.