There is a saying: "A well-written copy will make you beg for food until you are old", but for those who often write a copy, the most painful thing is that they have no clue, can't write, and even often have a sense of frustration of "scratching their heads and beating their chests"; Even if you are not a copywriter, you are envious when you see the beautiful circle of friends sent by others. Why is it so vulgar to write the same beautiful food yourself?
In fact, whether it's suffering or envy, inspiration is indispensable to write a wonderful and creative copy. However, inspiration is something that can't be seen or touched. When it comes, it can make you full of ideas and passion. When you leave, you are also silent, making your head empty; Sometimes you don't even know when it came, so how can you get inspired and catch it?
Let's take a look at the wonderful sharing that Teacher You Yue brought to everyone in Yifangcheng, and how to write a good copy through three sources of inspiration.
Mr. You has 8 years' experience in marketing and promotion. He is a master of management in China Renmin University, and everyone is the most influential author of Product Manager Platform 22. The copywriting she once wrote brought millions of profits to the company, and she wrote millions of articles. At the same time, she also produced a 21-day training camp for the course "13 courses of selling goods in friends circle" and "3 core forces detonated copywriting transactions". She has a wide range of personal interests, travels to many countries, rich travel and reading, and keen observation of life, which has precipitated her profound copywriting skills.
In this sharing, no matter from the classic analysis, quotations or personal experience summary, Mr. You made a simple and detailed analysis, which made the copywriter Xiaobai and those who wanted to improve their copywriting skills full of gains and realized the way of inspiration.
An excellent copywriter should not only choose words and make sentences, but also be curious about life and eager for knowledge. Copywriting skills are easy to learn and copy, but inspiration needs to be experienced and accumulated with heart. We can accumulate experience in writing copywriting from three aspects: reading, traveling and film and television.
As the saying goes, reading makes people wise, makes ignorant people have souls, and makes knowledgeable people have a future. For copywriters, reading should be as natural and lasting as breathing, because reading can bring two benefits to copywriting.
the first is to accumulate vocabulary.
Teacher You Yue shared her reading method, which is worth learning.
When reading, turn over the book from beginning to end for the first time, and then mark the key words and sentences and case stories; The second time, take notes with impression notes, according to RIA method (R stands for the original fragment, I stands for your own understanding, and A stands for action), and finally do data extension, such as what is the connection between this book and other books?
the second is visual expression.
through the concrete expression, the text is more vivid rather than single narrative. Use verbs to draw a picture, make the words move, watch the animation when you see the words, and read the text as if you were there.
Have the heart to fight the sword and run around the world, and see the prosperity of the world with your heart. Going out to see the scenery, coming back became inspiration. If you travel at a glance, the scenery is just a flash in the pan; Only by observing attentively can you draw and write with a pen for a long time.
The roads you have traveled, the people you have seen and the scenery you have enjoyed are actually the materials created by one person.
one is the landscape and humanity.
when traveling, we are watching the scenery, and the scenery is watching us. Man is a walking camera, and the text is the narration after the film. There is often a story behind a photo, which can make people think of Wan Li. Why worry about inspiration?
the second is discovery and insight.
the essence of copywriting is to find useless things and package them into classics with useful words; Or detect something useful and impress people with useless words. All the useful and useless are put to good use because of insight, because good use will be more heart-wrenching.
Some people say, "People should either study or travel, because the soul and body must be on the road." For us, traveling is not only about walking on the road, but more importantly, finding interesting things, so that the soul will not be illusory. Travel is a practice from the eyes to the heart, and it is also a journey to understand your heart and outside your world.
Only by understanding people's hearts can people be moved. The so-called "I have reached my mind, but I can't reach my mouth" and "I suddenly realized when I heard this" are all because of the words that make people bang.
Many people think that watching TV dramas and variety shows is a waste of time, but in the eyes of creators, these are actually a very large library of materials. Some film and television works are widely circulated, or the explosion of a variety of big coffee, people often remember not the content of the film, but a line in this play, or a sentence that the big coffee once said.
When writing a copy, no matter which movie that sentence touches you comes from, it is a source of inspiration for you. You only need to combine the selling point of the product, consumer attributes and life experience to re-process, and finally it will become a new idea.
how to use lines flexibly in writing? There are four methods here: direct borrowing, paragraph-breaking, reverse topic-breaking, and keyword extraction.
direct borrowing (use the whole sentence): take the product or brand as the starting point, find the lines that fit its characteristics, and use them when you use them.
Interception (using a sentence): Adapting the intercepted lines, you can add words, or delete words, or replace some words.
reverse topic (opposite direction is always used): it is an interpretation of the original line in the reverse direction, and he said that you said east and west, thus forming a new argument.
keyword extraction (using a word): find the appropriate lines, find the extensible keywords from the lines, and combine or extend them.
how to use lines flexibly in writing? There are four methods here: direct borrowing, paragraph-breaking, reverse topic-breaking, and keyword extraction.
direct borrowing (use the whole sentence): take the product or brand as the starting point, find the lines that fit its characteristics, and use them when you use them.
Interception (using a sentence): Adapting the intercepted lines, you can add words, or delete words, or replace some words.
reverse topic (opposite direction is always used): it is an interpretation of the original line in the reverse direction, and he said that you said east and west, thus forming a new argument.
keyword extraction (using a word): find the appropriate lines, find the extensible keywords from the lines, and combine or extend them.
Recommendation List
Copywriting Practice Manual-Joseph Sugarman
Basic Literacy of Copywriting-Dongdong Gun
The Art of Traveling-Alain de Botton
Note: The source of the above copywriting record is shared by Teacher You Yue in Shenzhen Reading Club.