Because I'm not a copywriter, I have to borrow someone else's hand to answer.

Copywriting, strictly speaking, is two jobs, copywriting and planning, but in most cases, most companies are mixed jobs. Many companies need copywriting planning, but few people can write good copywriting planning. A good copy should not be judged by creativity or interest. The only criterion for a valuable copy should be whether users can understand it and promote the transformation of products.

We should accurately copy the planning content. In order to replicate accurately, the first thing we need to do is to investigate users. We need to know who the users are, what their core needs are, what their pain points are, where they are active and so on. So as to write an accurate copy for accurate users and help build product awareness, instead of writing a copy from the "what do you think" that users need, which will consume a lot of time, money and labor costs.

Nowadays, many WeChat articles are headline parties, pursuing hot news, scratching the ball and winning the attention of the public. But if you think about it and leave, what's good for an enterprise? Just for one or two more readers and fans, everyone laughs, and if you don't transform, it will waste a lot of enterprise costs.

Recently, Internet celebrities represented by Papi sauce have set off a new upsurge. What is the reason why Papi sauce is so sought after? The video content of Papi sauce is mostly selected by the post-80 s and post-90 s people, who are concentrated on the internet and have the same view on real life, and netizens are willing to pay the bill. Therefore, Papi sauce creates videos of life, workplace, girlfriends and other things according to the content positioning of the post-80s and post-90s, with high attention, high recognition and strong criticism, which is suitable for communication. In the practical application of content, the use of short sentences, simple words and pronunciation changes gives people a refreshing feeling, giving full play to the fragmented network language.

To be a valuable copywriter, we should be a valuable copywriter to promote users' awareness of the company's brand and bring more conversion rate to the products. We all know the copy of "a diamond lasts forever", but few people know which company's products this copy is aimed at, and they don't know that it is a De Beers wedding ring. Many friends will go to Leofoo and Chow Tai Fook Jewellery to buy wedding rings, which is not conducive to the spread of the brand. We are looking at another slogan, "No gifts this year, only melatonin". This copywriting slogan once swept the whole TV circle. If you watch TV, there are advertisements for melatonin everywhere. You will feel humiliated if you don't buy melatonin as a gift for the New Year. We think we should buy a bottle of Wang Laoji and drink it while eating something that gets angry. If we don't drink it, we always feel uncomfortable. So when we do copywriting, we should make a valuable and familiar copywriting, so as to buy our products.

Therefore, copywriting planning must make accurate and valuable copywriting content and be a copywriting that users can understand and can promote product transformation. It is not difficult to find a job as long as you write the copy plan that users need to see. I hope everyone can find their own satisfactory jobs.

Landlord's attachment: The above views are not applicable to people with certain writing skills, because writing and copywriting are never the same thing and are not suitable for confusion. If you have a good knowledge of writing, you may not be able to do a good copy.