I've always seen that colleagues from design backgrounds, although not necessarily better than going to work, always try to be driven by themselves and do things for themselves. However, it is rare to see that a single copy comes out to start a new stove and has to be true in position and salary.

Perhaps, the designer's LOGO, VI, picture book, graphic design, DM, packaging, illustration and many other things that customers are willing to pay for also make it easier for designers to be independent. And copywriting, what can you do to really feel that you have a set and are worth paying for?

In fact, copywriting, as a core part of creation, has the same function as design, showing a right-hand relationship. Some friends who have done it by themselves, when talking about how to make the things under their hands more valuable when the copywriting is not taken seriously, said that a separate copywriting is bound to fail to do a separate design, while a copywriting with overall thinking is often greater than a design with overall thinking. I deeply think so.

a product, whether it is real estate or other products, has a trace to follow. From the birth of the case name (product name), to the strategic direction of overall communication, and then to the release of promotion and creation, the importance of copywriting can be reflected in every step. As for creativity and execution, it is the embodiment of copywriting skills.

Here, make a list of the projects that a copywriter participates in or leads. If you are familiar with this set of things, you will not only be a copywriter, but also be the overlord in the copywriter. What's that? Or copywriting! )

I divide what copywriting can do into four parts: eye stage, brain flowering stage, finger stage and mouth stage.

Eye period

Any case does not exist independently, and it is influenced by the audience's aesthetics, customers' expectations, market ups and downs and other factors. At this stage, the main work is to interpret the market, consumers, products and competing products. For example, if you want to do an instant noodle job. First of all, the first step is to look at the representatives of instant noodle brands in the market, what they say and what consumers recognize. As for the characteristics of the product itself, most of the time, the products you encounter are the same, the same flour cake and the same seasoning. You have barrels and he has barrels. After communicating with customers for a long time, he can't tell you why. What should I do? At this time, what you need is to list all the opportunities, such as the shape, whether the bread is triangular or not, like Koshi Sato. For example, from the raw material: buckwheat processing? Like from packaging, paper bags? I once participated in the spread of sanitary napkins. In a bunch of lesbian things, I held those white things and compared them. I had to ask them questions without shame. It was really awesome to think of it. And what do you want after all this? Or instant noodles for example. You can distinguish competitors, understand what the other side says, know what consumers want in their hearts, and know which direction they should start from. This is the enemy and know yourself in the art of war. In short, during this period, all we have to do is the preliminary basic content, which may not be very interesting, not too much creativity to think about, and not too much brainstorming. We just need to calm down, step by step, and gain insight with one hand. Often, if this stage is solid enough, the second stage will be relatively easy. By the way, many copywriters think that this period is done by customer service and strategy, and copywriters should do the creative part at the back. If you think so, unless your copywriting is really awesome, you will be crossed.

flowering period of brain

After combing and precipitation in the early stage, there must have been ideas in the brain at this time. What is important in this period is your judgment and determination. If there are 11 selling points worth saying, I would rather turn them into a buying point. Is there a necessary reason for you to buy a packet of instant noodles? Big sales promotion, no increase in quantity, new taste, accustomed to eating ... In fact, many times, the selling point is not so easy to arouse people's interest. For the same notebook, some people love IBM and others love DELL. The key is what are you in people's eyes and hearts? If your instant noodles can be said to be the healthiest instant noodles in the world, then don't say delicious again; If your instant noodles can be said to be instant noodles specially developed for overtime workers, you must not want to target family members. To put it simply, we must find the biggest and most different DNA and give it a powerful package, and the concept of creation will come to the fore. At this time, we must remember one sentence: the best strategy is inevitable, not dispensable. That is to say, this concept must be unique (difficult) and irresistible (more difficult), and it must belong to this product (even more difficult). Please meditate for 3 times: I am my own creative director, I am my own customer and I am my own consumer. Then, severely cut off those concepts that look extensible and not bad, leaving only the only brand DNA in the world.

Finger period

This period is the favorite stage of many advertisers. Every copy, every idea, may be carried out at any time, with a strong desire for creation and a sense of accomplishment. Frankly speaking, it has always been my dream to do this without doing the first two things. But unfortunately, awesome but wrong ideas can never rival normal but correct strategies. When you turn the road, you often know to see the road clearly. When you are lucky, it is not a big problem, but in the long run, you will form a bad habit, which is hard to change (blood and tears teach you). Get back to the point. During this period, the copywriter is responsible for creativity and copywriting, and the designer is responsible for carrying out this creativity perfectly. Of course, if the designer partner is better than your creativity and copywriting, I will mourn for you. There are many ways to write a copy and think creatively, and many masters and people who are not so master are writing their own creative experiences. Some are inspired by watching a movie, some are inspired by soaking in the bathtub, and some are suddenly creative and passionate when making love. As for how to find inspiration, everyone's inspiration G point is different, and you may not have to refer to others'. As far as personal experience is concerned, it is necessary to empty it before each creation and put aside all previous ideas and prejudices. I don't like to do things with experience very much, which will lead to a lot of good goods and it is difficult to produce new ones. Just like before eating a big meal, never eat a few more McDonald's, so you won't taste it. I can't say how to do it here, and the creation is random. As for 4A's set of five w1 H's (Why/What/Where/Who/When/How), it can really save you a lot of time and reach the "Magic Island of Creativity" quickly, but whether you can return safely will test not creativity, but suicide. Speaking of suicide, it is the biggest headache for creative people. I think of 11 good ideas, but I have to kill 9. The problem is that I don't know which 9 to kill. Might as well have a 5-star standard measure in your mind, 1 stars are bad drafts, 2 stars are mediocre, 3 stars are licensed, 4 stars are fine, and 5 stars are amazing. If according to this standard, you are all under 3 stars, then tear it down and start over; If there are more than three stars, pick them out and kill them one by one, and you will soon know which is the best.

Mouth period

Just like love, how to make your tongue touch the other person's tongue depends on flowers, movies and big meals in the early stage. At this moment, you just need to look at her affectionately, be sincere and steady, don't panic, don't worry, and kiss slowly. The proposal, in some companies, is the boss or AM and AE as the mainstay, which can really let creative people who have stayed up all night have a rest, but it also makes some creative people lose the opportunity to exercise and sell manuscripts. In my personal experience, I am lazy, and I try my best to take some risks when proposing. If I can't talk about strategy, I will talk about my own responsibility. One of my bosses said that if a team is very confident in its own part, it can show professionalism in its own responsible part, and it will give great trust to customers when selling manuscripts.

selling manuscripts, selling manuscripts, sometimes, is really much bigger than selling manuscripts. I remember a big newspaper presentation, which was just after I entered the business. I participated in a big newspaper presentation of a brand with a group boss (former Taiwan Province Ogilvy ECD) and a bunch of advertisers with deep 4A experience (one of whom was a senior CD of Beijing Dentsu). Everyone has a unique passion. Some people give speeches like telling stories, while the boss is like a performer, jumping to the front desk, gesturing and expressing, which is very infectious. Exaggerated body language instantly makes the atmosphere of the venue very high, and customers feel more interesting when listening to the manuscript.

and what we often encounter is that everyone reads the finished PPT or PDF, and the customers also listen to it. There is almost no interaction, so it is no wonder that there is no question when we finally ask the customers.

By the way, many people think that selling manuscripts requires good eloquence. Personally, I think this view is not entirely correct. The first time you sell a manuscript, you need courage. After that, you need improvisation. Of course, if you don't like to talk naturally, at least you can make your own part clear and convincing, which is not bad.

if a copy can do these four parts well, it is not far away to be independent. Of course, these are just personal feelings. To borrow Xiaofeng's words, they are "not allowed to be everywhere". If you talk too much, it is inevitable that there will be loopholes, just chatting and not making reference.

By the way, advertising is really not a good choice at present when prices are soaring and salaries are depreciating. Again, advertising is risky and you need to be cautious when entering the business. Of course, if you don't advertise, there are many choices: write novels, be a reporter, open an online shop, be an editor, be a chef, oh no, be a teacher, etc. You don't have to plant your dreams in this barren land of advertising.