How to be a good copywriter?

This article was originally published on the knowledge planet. Someone asked me some questions about copywriting. I believe this article will give you the answer.

Writing a good copy is a golden road.

So, how can we become a good copywriter?

1, perceptual

I think the first principle of good copywriting must be sensibility.

Emotional people are often people who love life.

Emotional people are more empathetic.

Emotional people are more likely to write emotional words.

These are the core skills of a good copywriter. Tell you a few stories related to it.

Li Xinpin. You should have heard of it, our copywriter queen. Teacher Li Xinpin has written dozens of case books, many of which are bestsellers, and her own ability to carry goods is deeply admired by our peers.

Miss Li Xinpin has a good habit. She especially likes watching movies. Many of her copywriting was inspired by movies. She said that she often saw those touching sentences in movies, and if it made sense, she couldn't help recording them. The lines that make people cry in many movies have become her adapted copy.

What touches you is often easy to touch others.

Listening to the song "Blue Lotus" in the morning, I unconsciously thought of Chen Mo, Yao Ji and Daocheng Aden. I also thought of Pinkley crying and chasing a taxi.

Those who touch us can often touch others.

A good copy, first of all, to impress yourself, in order to impress others. If you are particularly rational, then you are probably not a person with a keen sense of smell and have a much weaker sense of users.

Tell me another story.

Taiwan Province Province has a particularly powerful copywriter, Mr. Lu. Teacher Lu wrote an award-winning work for Left Bank Coffee. How was this award-winning work written at that time?

It was Mr. Lu who sat in the coffee shop on the left bank for many days, then looked at the people coming and going out of the window and suddenly wrote this sentence:

People are the most beautiful scenery in Paris.

I think he must be sitting by the window, seeing people coming and going, young people hugging each other, adults holding hands, beautiful women walking in the street, and handsome guys singing wantonly.

There is another sentence I often say, which was also written by Mr. Lu. He said:

"It is better to write a good story than to live a good story. You must first become a person, a decent person. Become a person who is willing to be moved and grateful. When you become such a person, you can tell good stories and write good stories. "

Look at that. If you become such a person, you must have a chance to be a good copywriter.

2. Advertising is mainly tolerant.

In fact, at first, I was not such a person.

Like many people, my views are always black and white. I can't accept ideas that I can't understand.

For example, WeChat business four years ago, Bitcoin three years ago, Tik Tok two years ago and Pinduoduo today, video number.

I still don't understand.

And I would be particularly repulsive at that time. For example, I can't understand why someone has to spend hours brushing Tik Tok and why Tencent has to make a video number. Obviously, we are so tired, we are occupied by WeChat for so much time, and we are bound by videos, so that we are deprived of more time by WeChat.

But I understand today. Because it exists, it is meaningful.

I don't like it. Maybe someone else does.

Some people can earn money by the way, some people can learn by brushing videos, and some people can brush videos to waste time.

Everyone uses time in different ways, which you can understand, but you don't have to exclude.

When you reject many things, you can't learn many things. Because you don't recognize these things in your bones, you can't learn them naturally.

I've met many people, including me before. When listening to many things I don't agree with, I always get impatient and even want to interrupt others, but today I won't. Because I know that only tolerance can make us learn more.

Let me give you an example.

Once I attended a training, which was very expensive, and the people who came were also enterprise managers and entrepreneurs.

I was not used to it when I first entered the arena. Because it is a particularly noisy class mode, there is a feeling of giving people chicken blood, and the venue has been very noisy.

I was particularly uncomfortable.

I am the kind of person who likes to listen quietly and take notes quietly.

But the venue is really noisy. People often ask people to introduce themselves and say loudly where they are from and what they do.

I hate it anyway. I wrote the first line in my notebook: "I'm in X city, and the noise at the venue wants me to go home." I think it is better to go home with my grandmother at this time. "

Just as I was about to make up my mind to leave, the founder of this training came out. He said this at the beginning:

"People should enjoy themselves at different times. If you come here, you should blend in here, look at the ideas here and see what makes you different. "

Tell the truth. I was very moved at that time, not because I was moved by this sentence, but because I felt a little rejected by what I could not accept. Is it really bad, or am I not used to it?

I asked myself in my mind. Later, I learned that it was actually my own rejection, but I didn't adapt seriously. Then I did something, which really brought me too much gain.

What I did was:

"FM hard and make yourself like them."

Two days later, I applauded my plan and felt happy. This course really lives up to its reputation. Although I can't fully adapt to that mode, I really learned a lot about entrepreneurship from this venue.

I think, if I had left, my performance in starting a business now would have been worse than then.

I think that if I had left at that time, I would have learned to be tolerant much more slowly.

Because I learned tolerance, I learned the business behind another model. I understand a lot of things that I didn't understand before, and I have learned a lot of real things. I am especially grateful for this place.

I also thank myself for staying at that time.

Later, I analyzed a lot of copywriting, read a lot of copywriting books, looked at them with tolerance without my own prejudice, and finally understood a lot of sales behaviors that I didn't understand before.

I began to understand a lot of truth behind psychology.

See, this is what tolerance brings you in the field of copywriting. Of course, tolerance is not only in the field of copywriting, but also in life and career.

3. "Never satisfied"

"Never satisfied" is actually a neutral word. For copywriting, this is a commendatory term.

In recent years, I especially believe in one sentence: "Every copy has a chance to become a legend."

I have written a lot of copywriting in recent years, and some copywriting has really brought hundreds of thousands of benefits, which I never thought of before. Even, we have written some copywriting with a conversion rate close to 50%.

Then how are these good copies written?

Excluding the elements of luck, most of them are exchanged for countless times.

Copywriting is the basic ability of good copywriting. In the past two days, we have been working on a project in a closed country. One of our colleagues is in charge of the composition case. She has written seven or eight editions in a row, but unfortunately, we still failed.

Therefore, it has to be revised and written.

Many people just muddle along when writing a copy, which is almost enough. But good copywriting pursues the ultimate experience. Be able to change as much as possible within the specified time, at least make yourself satisfied.

If there is a team, it will be miserable.

Maybe throw it in the team, and many people will punch you. At this time, you have to change again.

I believe you may have heard some stories.

Some copywriting teams often retreat with team members and find a village with few people. Everyone stays for more than ten days just to get a good copy. Copywriting, doing nothing, responsible for writing and modifying copywriting. That's why there are so many good copywriters.

Some people may say that I have seen many teachers say that writing a copy is a good idea, and many people say that writing a copy is a whim.

Yes, this kind of copy is also available. But many times, even 90% of the copywriting is actually slowly changed.

It is very rare for a copy to take shape at one time or change little.

If you want to be a good copywriter, you basically lose the opportunity to say "almost" to life.

Step 4 keep your mouth shut

Copywriting should have basic professional ethics.

Because we write copywriting and do projects, we often know the private information of many customers.

For example, the cost and pricing process of some enterprises' goods, and even know the operation and business model of some enterprises.

Some unscrupulous copywriters will sell this information casually and talk casually, which is immoral.

Any copy, first of all, must be "tight-lipped." You should be responsible for your customers and be loyal to them. Don't reveal any secrets of customers at will.

I heard a message earlier. There is a copywriter in the industry who often talks about some corporate information on various occasions, and then this person is quickly "banned". Because many managers of enterprises have heard this information from this person, they will never ask this person to write a case again.

And when I have dinner with some friends on many occasions, I can still hear some friends' "bad comments" about this person, which is extremely bad, which is equivalent to my personal brand has been "scrapped". Unless I go to other industries, there is basically no chance to get up again.

Copying, knowing how to shut up in time, is the most basic professional ethics!

Ok, here are four basic suggestions for copywriting. If you want to know more detailed information and ask some questions, you can also leave me a message.