20 18, how do you write your copy?

Do you feel that this year's copywriting is more familiar than last year?

Is the salary better?

It's 20 18.

All industries are evolving and innovating.

How to study this year's copywriting?

Let's discuss it together.

At the beginning of 20 18, we faced many possible challenges from three areas:

The challenge of technology: the design sitting next to you is very nervous. Do you still think you can survive?

The challenge of community boredom: some routines have been going on for many years, and each craze is getting shorter and shorter. Can you think of anything new?

The challenge of diverse materials: audio-visual is becoming more and more serious, and even writing stories has to be made into movies as a lantern. Do you still think that words are just words?

Seeing these three challenges, there is actually only one main spirit, which is what we often advise everyone:

You can always write a copy, but you can't just write a copy.

As the beginning of creativity, copywriting is important, but it is not the most important thing in the eyes of consumers. Many times, we are just a foil, we have read and laughed, and then our eyes stay on the beautiful design picture, we have heard and smelled, and then our thoughts stay on the scene just now.

Copywriting is like a car shadow behind a couple in heavy rain, which is the atmosphere of the whole scene but not the protagonist.

We are like nave in a storm. People will only notice the storm in the end, but they don't know that there was a calm in the center.

This feeling that the Chinese New Year will intensify has almost no turning back.

If everyone felt the importance of copywriting last year and everyone needed to be able to write copywriting, then this year everyone will find that copywriting alone is not enough, and the stimulation of copywriting can no longer satisfy consumers.

So when we study copywriting this year, we should go in these three directions:

1. Make room for copywriting.

2. Give space for people in need to participate.

3. Focus on the brand.

These concepts were mentioned in our article last year, and this year we will express them more concretely and list the skills we can learn to help you learn more about copywriting in 20 18.

Let's explain them one by one.

0 1 Give copywriting space.

Copywriting has long been written by marketing units, but in many communities, everyone can create a classic copy. Those community jokes, jokes and hot spots can become wonderful copywriting points through some clever thinking.

Because copywriting is an influential text and a product of culture, literature expresses society, copywriting shows business and is used for business, and our copywriting cannot exist without society. Therefore, writing copywriting from many aspects, integrating into life and finding a new starting point for copywriting are also what we need to reconsider on 20 18!

So copywriting is not just about writing words, it needs to consider the following three points:

1. Think about the possibility of subsequent development: Therefore, you need to know the design, image expression and image production technology, and know how to use your own copy.

2. Try to think about words with pictures and words with pictures: practice that you have no copy before you have a design. Many times you are just the last words.

3. Considering the influence and change of the copy you wrote in the whole strategy: Is it possible that these words have affected the direction, is it good or bad? Your copy should have a shape, but it must be flexible and not rigid. A copy that lacks room for explanation will not become a weapon of strategy, but will only become a lonely self-talk.

This year, I learned new technology, made some design drawings and made some films, even if it was not for the company, but also for myself to better express my desired results.

The possibility of extending copywriting for yourself.

Give space for people in need to participate.

Copywriting is more than just propaganda now. Last year, we read a lot of copywriting, all emotional excavators, to dig out your hidden feelings. A pile of copywriting is to make you cry, or at least sneer.

This year will go further. Copywriting should not only tell the truth of the crowd, but also let people participate in it. We need to make the copywriter act. This year's action is to make them feel involved.

So you don't write a copy of what your brand looks like, but write a paragraph, chat with consumers, tell your story and tell the intersection you can have.

The significance of participation space is that you need to create an environment to guide consumers into it, and then express their thoughts under the conditions of the materials you give.

Interactive copywriting can be accomplished by many technologies, allowing consumers to choose the text they want, fill in the content they want, and generate unique and exclusive suggestions for them.

As long as you think, the copy you write can have different but similar feelings among different consumers? Such as constellations, or reading methods.

Participation is a basic element of marketing in our time. Every brand is trying to participate in consumers' lives. Relatively speaking, our brand spirit should also involve consumers.

Instead of listing four brand spirits, you ask consumers to write down what brand they think you are and what their spirit is for your brand.

What we write is only the final result, and the master right has always been in the hands of readers.

03 Pay attention to brand space

Combining the above two points, we return to the brand. In 20 18 years, our brand concept seems to be cracked and consumer loyalty is uncertain. It may be subverted or surpassed at any time and looks unbreakable.

Copywriting should be brand-centered, but not a point, but the whole space field.

It is no longer in the technical or industrial field, but in this topic, your brand is unique.

A few years ago, we were all talking about differentiation and segmentation, but consumers' attention was limited. Your products can be differentiated, but your brand should occupy a whole topic space.

When it comes to parenting, I think of your brand, which is a unique OO technology bottle;

When it comes to education, I think of your brand. Only you have teacher XX.

When it comes to women's wear, I think of your brand. YY designer is in your home, and the clothes are all in ZZ style.

This is not a new concept for people who are often in the field of marketing, but it is particularly important this year. I call it: the plan to spoil the enclosure. Then I will write an article to introduce the steps.

In short, we should create our own space field, circle a topic, and then leave people in it to spoil him heartily and uniquely. Make him inseparable from your space.

So you should have a focused space. You should consider the following five things this year:

1. Can your copy tell consumers that this is your brand?

2. Will your writing make consumers think of your content first?

3. Do you think your topic is really your strong point if it can be seen by your peers?

4. Is the product scheme you wrote the first choice for consumers?

5. Do you have any vision and goals that consumers believe and are willing to follow?

This is a space that can be shaped by copywriting, and more can be shaped by design, video and activities. This part is something that the whole marketing and public relations unit should think about together.

This year, we should no longer be people who chase the craze, but doers who sow and cultivate with enclosure as the king. Instead of looking for a vent, it is better to build a hut steadily, open a window, let the wind blow in slowly and make your own way.

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Last year, we said that copywriting is life. This year, we hope that life will be wonderful.

In the new year, in addition to these three aspects, I also provide you with a paragraph:

Progress is not a comparison, but a state of mind. Studying is not that you are better today than yesterday, but that you know where to go tomorrow.

Bless you, every year, you know better where your tomorrow is. Be someone else's tomorrow.