By Su Xin

Vocabulary is one of the prerequisites for a copywriter to have a solid foundation. Its significance does not lie in how many gorgeous or even uncommon words you use, but when you want to describe a product, a concept, or an emotion, you can find the most accurate and unconventional word from the vocabulary library . Accumulating a sufficiently objective vocabulary is the prerequisite for making this possible.

1. Verbs are the backbone of copywriting: As a copywriter, you have the obligation to understand the differences between different verbs and the obvious or ambiguous meanings they convey.

For example: One WeChat public account - 1 minute, shake out the things in the pores (use a verb to express the function and effect of the product)

Reminder: If you As a food copywriter, you have not accumulated relevant vocabulary in your "language pool". It is difficult to say that you have carefully observed and understood food, and it is also difficult for you to recommend them to consumers vividly.

2. The essence of nouns lies in metaphors: For copywriters, the essential role of metaphors is to reduce the cost of communicating with the audience and improve the efficiency of communication (it is necessary to find the ultimate similarity between the ontology and the metaphor).

However, metaphors should not fall into clichés, be inaccurate, or lack beauty.

There is no shortcut to learning metaphor and rhetoric, the only way is to read more, learn more and practice more, and most importantly, you should have a habit that drives you to find ways to make words more beautiful and interesting, and Not content with just moving and stacking.

3. Adjectives and adverbs are poison: Excellent copywriting needs to be like a cocklebur, covered with hooks and tightly attached to the memory of the audience. To achieve this effect, the first step is to use as few adverbs and adjectives as possible, such as "high-end" and "supreme", and use more specific nouns and verbs.

Adjectives and adverbs may make your copy look flashy, but they are frivolous and fail to stick in your audience’s mind. A good copywriter can write concise words so that the audience can understand the meaning.

4. Clever use of onomatopoeia and dialects: In the context of the Internet, as people’s ability to laugh at themselves improves, dialects begin to slowly change from a language with an earthy flavor to something " It has a "magic" and "happy" existence. It is both down-to-earth and has its own "seed users", making it very topical.

Onomatopoeia: "gudong", "click", "chirp", "bang", "click", "ouch", etc. Onomatopoeia has its own affinity, making the product closer to the user's daily life and building a more natural connection.

5. Rhythm and rhythm of words:

Writer Acheng mentioned a simple trick to make words rhythmic - clever use of punctuation marks: "Punctuation marks are the most important thing in my writing." Rhythm plays a role in the text, not grammar. When I change "He stood up, walked over, and said," to "He stood up, walked over, and said," the rhythm appears."

An article full of long sentences will be difficult to read, but when long and short sentences alternate and there are mostly short sentences, the article will easily show a sense of rhythm.

In Wang Xiaobo’s view, words are for reading and listening, not for seeing.

In addition to expressing artistic conception and emotion, the text must also read smoothly and lightly, with moving rhythm, making people feel flexible; we must improve the readability of the copy, and let readers be able to understand the scene described in the copy. produce a deeper impression.

6. Stop using homophones and puns, and stay away from four-character mottos: it is easy to be confused and have no brand recognition.

For example: No "spots" on your skin tonight / "Benefits" indefinitely / Follow your heart, endless pleasure, etc. - Do not use these.

7. Extend your writing tentacles and accumulate vocabulary across borders: Write down interesting sentences and continuously inject living water into the "language pool". If you come across interesting expressions or new words, write them down. Extend the tentacles for receiving information to a wider range of areas, covering as many popular science subjects as possible. This way we can absorb a lot of fresh nouns and avoid having only greasy adjectives in our minds. You can read relevant books in a targeted manner according to the industry you are in. Various documentaries, movies, and lyrics are all effective ways to accumulate vocabulary.