Su Xin wrote

Vocabulary is one of the prerequisites for a copywriter to lay a solid foundation. Its significance lies not in how many gorgeous or even uncommon words you will use, but in the fact that when you want to describe a product, a concept or an emotion, you can find the most accurate and unfashionable word from the vocabulary. Accumulating enough objective vocabulary is the prerequisite for all this to be realized.

1. Verbs are the backbone of copywriting: as a copywriter, it is an obligation to find out the differences between different verbs and the obvious or ambiguous meanings they convey.

For example, WeChat WeChat official account-1 minute, put the things in the pores? Shock? Come out (express the function and effect of the product through a verb)

Reminder: If you are a food copywriter, but there are no related words accumulated in your "language pool", it is hard to say that you have observed and understood the food with your heart, and it is difficult for you to recommend them to consumers vividly.

2. The essence of nouns is metaphor: for copywriting, the essential function of metaphor is to reduce the cost of communication with the audience and improve the efficiency of communication (to find the similarities between ontology and vehicle).

However, metaphors should not fall into conventions, be inaccurate or lack aesthetic feeling.

There is no shortcut to learning figurative rhetoric. You can only watch more, learn more and practice more. And most importantly, you should have a hobby, which drives you to find ways to make words more beautiful and interesting, instead of being satisfied with carrying and piling them up.

3. Adjectives and adverbs are poison: excellent copywriting needs to be like Xanthium sibiricum, covered with hooks and closely attached to the audience's memory. 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 gorgeous, but they are frivolous and cannot take root in the audience's mind. As long as an excellent copywriter writes concise words, the audience can understand the meaning.

4. Clever use of onomatopoeic words and dialects: In the context of the Internet, with the improvement of people's self-mockery ability, dialects have gradually changed from a language with earthy smell to a kind of "magic" and "happy" existence, which is grounded and has its own "seed users", which is very topical.

onomatopoeic words: "goo-goo", "click", "chirp", "ga-bang", "click" and "ouch". Onomatopoeia has its own affinity, which makes products closer to users' daily life and builds a more natural connection.

5. Rhythm and rhythm of words:

The writer Acheng mentioned a simple trick to make words full of rhythm-skillfully using punctuation marks: "Punctuation marks are the role of rhythm in my words, not the role of grammar.' When I changed' he stood up and walked over to say' to' he stood up, walked over and said', rhythm appeared.

An article full of long sentences will make people struggle to read, and when long and short sentences alternate with each other and there are many short sentences, the article will easily show a sense of rhythm.

In Wang Xiaobo's view, words are used for reading and listening, not for reading.

In addition to expressing artistic conception and emotions, words should be smooth and light to read, with moving melody, which makes people feel flexible. We should improve the readability of the copy, and let readers have a deeper impression on the scenes described in the copy.

6. Stop homophonic and pun, and stay away from the four-word proverb: it's easy to be confused and has no brand recognition.

For example, don't let the skin be "spotted" tonight/enjoy it indefinitely/do whatever you want, be happy endlessly, etc.-all these are unnecessary.

7. Extend the tentacles of words and accumulate vocabulary across borders: write down interesting sentences and inject flowing water into the "language pool" continuously. If you encounter interesting expressions or new words, you should also write them down. Extend the tentacles of accepting information to a wider range of fields, and try to be between some popular science categories as much as possible, so that we can absorb a lot of fresh nouns and avoid only greasy adjectives in our minds. You can read relevant books, documentaries, movies and lyrics according to your industry, which are all effective ways to accumulate vocabulary.