Is there a place to learn copywriting in Shanghai?

There is too little copywriting training now. If you want to learn, you can only go to some companies for internships, accumulate experience and read more advertising copy works.

Someone on the internet wrote some words about copywriting training, which felt very good.

Almost always write [creative briefing] at the last minute.

I want to give the author a commodity worth selling in the market.

It should be a little different from other commodities.

This is the idea behind this movement.

Emotions cannot be faked. If you don't like writing, no one wants to read it.

Be positive, not negative.

Put yourself in the product.

Activate your copy with your knowledge of other people's lives.

If something touches you, you have a great chance to touch others.

Wisdom often becomes an obstacle to emotion.

Five steps of copywriting:

1, copywriting is the process of discovery, not trying to think of ideas-collection.

Understand the product in depth, unless the person concerned has a chat, the copywriter should first consider the consumer rather than the product.

Keep all the information at hand.

2. Be efficient, remember: when thinking, don't write; When writing, don't think-chew.

If you are really ready to write, you should not think about it.

3. Avoid the temptation to start writing and do something else to calm things down in the briefing ―― throw them away.

4. A thorough understanding of the product is like a full load of energy, which can make the advertising inspiration flow out continuously.

And then you think you can start.

In fact, long before you started, you actually started to write a lot of things that you finally wrote in the advertisement, and it was decided at the planning stage.

5. Think about creative presentations and follow your feelings, not creative presentation tests.

Just write slowly. Can you sell it?

Salesman and copywriter are two sides of the coin.

If the advertiser thinks that the product itself is not worthy of consumers' attention

This commodity should be removed from the market.

If the house has characteristics worth buying.

It must have some noteworthy features, although we often think it is not outstanding.

In fact, it's just that our expressive ability is not high.

The selling point is like a grain of rice in the gap of the table.

Don't write until you just see it and don't dig it out.

It is impossible to judge the immediate effect of the copy.

If a commodity sells successfully, it is not our credit.

It's just that we didn't bury the goods

Consumption is definitely not a fool, especially buying expensive things.

Unless the product touched him, how could he pay for it?

Let's face it, advertising can't change the essential characteristics of unsalable products.

So, I'm afraid who you think you are.

What copywriting should do is not to cover up the product, nor to delay it.

Don't conceive and create strategies with a strong sense of advertising mission.

This is easy to feel out of control, easy to fall into the trap of positioning, and easy to fall into the trap of performance.

Is originality important?

Claude Hopkins's point of view: advertising is "paper promotion"

George cribbin said: I really want to avoid using the word "creation" and call this person "artist" and "copywriter" instead of "creator"

Listen to Li Bai: the article is natural, and the wonderful hand is occasionally obtained.

Theoretically, the nature of originality determines the fuzziness of originality.

Conclusion: the effect is good, consumers are unfamiliar with it, and the reference effect is good, so they will not participate in the award.

After solving the above problems, you can start writing.

Remember, write, not the computer.

Computer is an editing tool for copywriting, not a creative tool.

In most advertisements, no matter how wonderful the illustrations are, the title is the most important. After reading the title, most readers will be confused by it.

Whether you are interested or not depends on whether you continue reading.

Types of titles: interest type, news type, inspiration type, question type and imperative type.

Five rules for successful advertising headlines:

1, to attract consumers' interest

2. Provide the latest information (news)

3. Arouse the curiosity of consumers

4. Suggest a convenient and quick method.

5. reliable

Thirteen experiences in writing advertising headlines:

1. The wisest way to write a title is to discuss: What can make you buy this product?

2. Don't write the title too short to fully express your point of view.

3, don't write the title (infinite self-confidence, excellent quality, extraordinary value, appreciation is imminent)

4, the title is not too JASON ZHANG (why not throw away your furniture)

5. Avoid meaningless headlines (ordinary facts of ordinary people)

6. Hint in the title that the follow-up scheme will provide useful information ()

7. Make your point clear in the title.

8. Interest+curiosity

9. Don't just list the facts.

10, add the company name as much as possible.

1 1. Don't try those advertisements that are confusing after reading them.

12. Don't try advertisements without titles.

13, the title is a good title with good illustrations.

Not only because of himself, but also because of his relationship with the image.

"He eats shit at noon": This kind of advertising title can certainly attract people's attention, but there is not much room for imagination.

This is the easiest and least creative intellectual effort to lead to an advertisement that attracts attention.

Remove the superficial reasoning above.

If you need subtitles, you usually need to process the titles.

When you are trying to write a suitable title, don't throw away the rest.

They will make up your text, and they are obviously more suitable than other words.

Topic length: I made an appointment with Hainan this summer.

You only need to spend 1 100 yuan to visit Hainan this summer, and five places are waiting for you-desirable.

Nobody read the copy? People buy magazines to read articles, not advertisements.

subtitle

Before you write an article, think about the basic structure.

Use subheadings to make it easy for readers to browse.

Don't let consumers look tired and lazy when browsing after accepting the topic.

There should be a comprehensive plan to lure the enemy in depth and attract readers to read in depth with subtitles.

Then start from the first paragraph.

Why is it so difficult to write a copy in the first place?

1, the human brain is like a machine, which works most efficiently at the highest temperature. When you start to sit down and write, your brain is cold. In other words, when you sit down and draft a beginning for an advertisement, it's like driving a car over mountains without starting the engine.

It is difficult to find the first sentence that is clear from the beginning.

3. The frame and title of creative guidance conflict with the copywriter's own ideas.

How to overcome this "cold brain" phenomenon?

If you can't write, speak first and then write.

A less radical and unconventional way is to imagine that consumers are in front of you and talk to TA in the language of TA.

Oral English can help you express yourself in oral English, capture your thoughts faster than writing, and find words and appropriate rhetoric faster.

Imagine that you are now recommending a product of your choice to a friend. Say it a few times and write it down.

We write difficult and boring words because we turn them into speeches, not dialogues.

Talking to friends is not an interview.

Allow yourself to be wordy.

Just write, find a sense of language while writing

Write as much as possible. Write all the questions first, and then edit and condense them.

A psychological obstacle is always dissatisfied with what has been written, and the result is often stuttering.

The trick is not to stop and change, but to keep writing.

Don't expect to change the article in just a few minutes.

We often edit copies. After mastering all the information, the first sentence of the editing command will often jump out naturally.

I use my grandmother's method of making mixed vegetable soup to write a copy. I threw all the interesting ingredients I could find into the soup. Then slowly let the soup concentrate. At first, the soup looks thin and doesn't taste good, but you have to stir it to finally cook a thick and good soup.

How to write the first paragraph well

Write the first paragraph according to the determined subtitle.

If you meet a sales girl in the sales office, the first thing you say is: this is a fashionable and informational era. -What's wrong?

The same is true at the beginning of the copy.

Modern people are not only satisfied with the comfort and applicability of home decoration. They pay more attention to style and beauty. They have taste and knowledge.

They despise hypocrisy and hope their efforts are worth it.

This kind of copy has no substantive content at all, but an artificial obstacle between readers and the information they want to obtain.

Square is an open place with urban characteristics, which often forms a place for nearby residents to meet, walk, relax and get together.

-Are you giving a lesson to consumers? Do you know that this kind of chatter is to look down on consumers and always talk about what others already know? Even if you don't know, it is far from a philosophy, and consumers are not interested in philosophy.

So, remind yourself with spells.

"This advertisement is about how to-. . . "Then put the previous sentence (this. . This is about) removing

The function of the spell is to remind you to go directly to the above, unless you have reached a level and do it honestly.

Even successful copywriters still follow this principle, but their escape is more measured.

If you can't find creative ways to change the spell

Write the first paragraph first. The content of this paragraph is a continuation of your topic.

For example: how to provide retirement income for yourself?

No matter when you want to retire-55, 60 or 65, this retirement income insurance plan will make your dream come true. You can provide yourself with 1500 yuan, with an annual income of 2000 or more.

1, the first paragraph should be as short as possible.

2. Continue the theme of the topic.

When a certain advantage or performance in the title attracts readers, if another completely different advantage is introduced in the first paragraph, the original advantage will be lost and the readers will be lost.

3. Use a few sentences to explain the most important benefits and benefits that readers can get from buying your products.

4. Put the most amazing and convincing facts at the front.

The so-called drama is bullshit. Who will read the second paragraph?

It is best to let readers know what is going on as soon as possible.

Put the most amazing and convincing facts at the front, otherwise there will probably be no readers.

The trap of theory

The first trap is that being easy to understand is to cater to the public.

What you know often inspires confidence more than what you don't know.

Strange things can only produce awe and speculation about strength.

Readers are not interested in whether you are knowledgeable or not, and they have no time to admire you and then agree with the product.

Obscurity is always a refuge for low-level copywriters.

You are making a manuscript for the reader. You should seek an angle that can arouse the interest of the general reader, so that he can form motivation and desire and build trust.

Only a few copywriters can explain complex theories and terms in simple language instead of boring him.

The second trap depends on a large number of adjectives.

Use phrases and simple and powerful words in writing.

* adjective live, that would only be a mistake

Use adjectives less, verbs and nouns more, short and credible.

Original materials are far more credible than elaborate ideas.

Example:. . . The community is full of colorful city sense and rich city life.

There are plenty of eating places around Golden Home, and Chinese restaurants such as Sichuan cuisine, Guangdong cuisine, Hunan cuisine and Beijing cuisine, as well as various snacks and bakeries are very common. Whether it's entertaining relatives and friends, getting together with family members or treating yourself, you can find a suitable environment.

The "sauce bone" and "big face lift" in the northeast are sweet and full; Hunan's "pepper fish head" and "steamed bacon" have a long and heavy taste; Chongqing "hairy belly hot pot" is original; There are also chickens in Zhanjiang, sheep in Leizhou and raw seafood in Chaozhou. . . Walking in the street, you no longer smell incense, and the third trap is the movement of your index finger. Formal sentences are more fluent.

You know, your readers are sitting on the toilet and reading newspapers at will, which takes an average of two seconds per page.

Effective advertisements must be written faster than ordinary words and have a sense of speed.

Readers process information while receiving it, and reflect the results.

Torch+red

If you export a torch

Red allows consumers to embody the concept of red.

Torch+red

Don't put "red" in it.

Because consumers will receive it twice and react to "red"

Two "reds" will signal fatigue.

This is the process of garbage mirroring.

The fourth trap is simplicity.

Conciseness has nothing to do with [how much content is expressed]

Simplicity depends on [whether the arrangement of elements is logical]

Simplicity is often manifested as simplicity (exquisite simplicity makes readers lose income)

You must try to advertise to get the first attention.

It takes more efforts to arouse consumers' interest.

We must redouble our efforts to convince people.

[Passing Association]

Copywriting should have a sense of conscience and responsibility.

Every advertisement should be a complete work to promote your product. It is unrealistic to assume that consumers will read advertisements about the same product one after another. You should write every advertisement completely, and imagine that this is your only chance to sell products to readers ―― now is the time, and it never comes again.

Long copy

Whether people want to read this copy has nothing to do with the length of the copy.

The more you write, the better your chances of selling your products.

There is no such thing as long copy, only too long copy.

(Two-word copy, if wrong, two words are long. )

The long copy itself is an image.

It will convey the message that there is really a lot to say about this product.

So even if consumers don't finish reading it, they will leave an impression.

Clever gimmicks, clever and witty word games or complicated word combinations can not only increase the effect of advertising, but also reduce the effect of advertising.

Some copywriters say that this will win attention. Such copywriters seem to assume that advertisers want to be entertained. In order to get a deep impression from humor and unusual language, he assumed that readers would be surprised and happy by watching word games. He hopes that this pleasure will spread to the products. Then consumers will be more interested in choosing products-nonsense logic.

Copywriting | Wrong Metaphor: Author and Speaker

The correct metaphor is: salesman and matchmaker.

Advertising has never become advertising itself, and advertising is always talking about something beyond itself; Products focus on talking and selling themselves. And advertising is obviously selling products.

You take money to make customers' products look smarter, not to make you look smarter.

Beauty and pleasing to the eye are not the goals of advertising.

Advertising is a process of information transmission, not an aesthetic process.

In fact, those so-called eye-catching things really attract attention.

Only pay attention to the advertisement itself, but do the work of distracting the product.

This is a vampire.

Advertising is effective.

It is to express the selling argument simply and directly in simple language.

Avoid eye-catching gadgets that have nothing to do with the product itself.

There is always the temptation to indulge your tongue when writing.

Clever writing skills may impress colleagues.

It only means stupidity and failure for the purpose of communication.

Many people have something unique about writing, which is often the only thing he has.

In the Mood for Love and Lux

The story of three mirrors

Yes, the reader's determination is to "read" the copy.

So you should first be a reader and read the copy aloud.

1, which helps to check the single-line rhythm of the text and the fluency of the article.

Reciting is an embarrassing test.

Imagine standing in front of the whole family and reading a written copy aloud. Are you still proud?

3. When writing, listen carefully, and hear the respondent say yes and continue.

The copywriting of print advertisements is not to write copywriting, but to create an image that is conducive to conveying information.

Use your copy as a visual element.

The layout looks comfortable and the text is comfortable to read.

Copywriting must be able to think with visual imagination

The best copy often has a high degree of visual imagination.

You can see the blank image, otherwise the written text will be misunderstood.

The most important part of doing a good copy is being with the best fingers.

The real copy is written by two people together.

Sometimes the best copy is no copy.

A lot of copywriting is misunderstood because of visual thinking.

The last paragraph doesn't start with "so".

Every advertisement is an opportunity. Every advertisement has the potential to become a great advertisement. Every word you write now will accompany you for life. Find the right tone, persevere, don't just write down a series of facts, have an attitude. Also remember, once this advertisement is published, you can't make any changes. You were proud when you decided to watch this advertisement in the future.

A job that will never be finished.

Good is the best enemy.

Change word by word.

Abandon what you love.

Avoid developing style. Don't write once you get to the point.

Your task is to communicate with people in their own language.

Instead of bombing them with your own beliefs

When the copy is extremely satisfactory, it will be cut off by one third.

Clear and concise words, constantly revised.

Don't be concise for the sake of simplicity, moderation is very important.

Sometimes just changing the title can increase the advertising effect several times.

It's not just listing information. Facts speak plainer than words.