I like writing, too. Last month, I went to a company to interview copywriters. Although my current job has nothing to do with that company, I'd better tell you the questions they asked me, hoping to help.
First of all, I must introduce myself. I have been to many places, so you need to grasp the key points, such as copywriting, when introducing.
Copywriting and writing are different, especially for advertisements. Writing is of little use. You will definitely be asked what you think of advertising copywriting, what do you like about some advertisements you have seen, what are their characteristics and why you think these advertising copywriting is good.
Many positions now require experience. It is best to have works. If you don't have works, you may need to prepare some questions like: What words or sentences do you think you have written better and creatively, and what are the meanings and brilliant points of these words ...
Also, if this advertising company is mainly aimed at local people, you may need to know the following characteristics of local people, what kind of creativity and thinking are suitable for them, and who are they?
There is also what kind of articles or books you prefer, what kind of articles or books you are good at writing, any books you particularly like or recommend to them, etc ...
Anyway, that's all the copywriting, and I haven't thought of anything else. I wish you good luck in writing and creativity, and the interview is successful:) 2. How to write a good copywriting title
1.
unlike other types of articles, soft articles are generally articles published by merchants to promote products and brands, so be sure to be attractive with "profit" and directly indicate your interests in the title! 2. Be "new". People are always interested in new people and new things, which is human common sense. Grasping this feature and creating soft articles with news value will often cause a great sensation, especially when it is spread on the Internet. The commonly used words in news headlines here include: surprise, first time, first time, leading, innovation, finally, wind and water, undercurrent! 3. moving with "love".
People are emotional animals. When writing this title, the author must put his feelings into it! 4. touching with "things". Story-based titles are also more touching and attractive to read.
5. attract people by "hanging". The TV series "Latent" was very popular when it was broadcast. Why does this drama attract people's attention? It is largely because of one exciting story after another, because you can't guess where the next episode will go? The same is true for writing soft articles. From the title, it lays the groundwork for readers to read the text because of surprise and conjecture.
such titles should be interesting, enlightening and suspense-creating, and can trigger the main body to answer. 6. Charming with "secret".
Like suspense, everyone likes to hear all kinds of truths, and the human instinct for knowledge also makes people prefer to explore unknown secrets. Therefore, the title of the secret can often attract more attention. If you pay attention to the CCTV Spring Festival Gala, you will find that as soon as the annual magic is over, there will be a wave of secrets on the Internet, and related posts will be heated up.
keywords commonly used in such titles: secret, secret, truth, behind, trick, etc. 7. scare people with "danger". Threatening headlines were first seen in soft articles of health care products, which attract readers' attention to soft articles through intimidation, especially for patients with certain diseases. After seeing the relevant soft articles, they can trigger * * *! Later, this intimidation technique also began to change to state a fact, which can make others realize that his previous understanding is wrong or produce a sense of crisis.
8. greet people with "questions". The easiest way to make readers feel closer to the title of a soft article is to say hello, just like China people will ask when they meet, "Have you eaten?"! Obviously, it is often more attractive to attract readers' attention in the form of dialogue, asking questions, or calling them by their first names. Maybe even some people who are not asking questions will pay attention to this soft article because they are strange.
9. Make fun of people. A good title of a soft article will always be remembered by readers after reading it, which benefits from the language used by the creators of the soft article.
Vivid, humorous and witty language can make headlines lively and playful, and proper rhetorical devices and homophonic effects can make readers memorable after reading them, and even willing to spread word of mouth. 1. moving with "discussion".
Suggestive titles are the titles we often read, especially when doing promotional activities. Such encouraging titles are more common, but if you want to break away from the routine, you need some hard work. The author suggests that you can start with people's rebellious psychology and stop them from doing anything, so that readers often think about what to do. 11. Borrow "celebrities".
Everything about celebrities is concerned by the public, whether it's their work, their lives or their interests, etc. If the things or products you promote can be close to celebrities, it will certainly attract many readers' attention through their gimmicks. I remember that when Lin Dan won the Beijing Olympic Games, he threw his shoes at the audience. On the second day, there were no fewer than 1, Lin Dan champion shoes on Taobao, which was the star effect.
12. Borrow "Niu Ren". In the information society, in addition to public celebrities, all walks of life have some recognized cattle people, such as Mr. Fu Wei in the SEO field and the author in the soft text field. With the help of these cattle people or these well-known institutions, they make a sound from their mouths and attract everyone's attention! 13. Borrow "hot spots".
seize the hot events and news in the society as the source of soft article title creation, guide readers to pay attention to soft articles through the public's attention to social hot spots, and improve the click-through rate and reprint rate of soft articles. Soft article writers can pay attention to recent hot events with the help of Baidu's search list. The hot spots here are as big as the Olympic Games, the World Cup, and the six gods going to heaven, as small as the labor shortage in society and the flower booking tide at Christmas.
14. borrow "popularity". In the internet time, some popular words will appear every once in a while. From the previous two years, Hold, You know, I can't afford to hurt, and I won't give you 1 yuan, and then to Jackie Chan's spoken language DUANG~~DUANG~~ recently, using these popular words with high frequency can also attract readers' attention to a certain extent.
15. borrow "culture". With the help of poems, idioms and allusions, ancient Chinese, proverbs, two-part allegorical sayings, spoken language, professional terms in the industry, common military language, foreign languages and dialects, names and places, movies, operas and songs, etc., the titles of soft articles are created, which enhances the "cultural cultivation" of soft articles and reduces their advertising flavor! 16, exaggerated.
Use exaggerated or even radical views on something or a certain point of view to attract readers' attention, and then get interested in the content of soft-text propaganda. 17. Historical type.
China has a history of 5, years. When it comes to the history of XX and the most XX events in the XX dynasty, it is bound to cause a sensation and concern. Using this feature, we can attract readers with the help of the most XX events in history when writing soft titles.
18, contrast type. The titles of such soft articles show their advantages by comparing with themselves or their peers, so that readers can have a deep understanding of the uniqueness of the products or services that soft articles want to promote.
From the comparative soft title, we can also evolve and create varied soft titles and selective soft titles. 19, digital type.
There is no need to answer these questions, such as how powerful numbers are, what kind of spiritual collision numbers can give people, and how great the effect of huge data will be. We just need to seriously think about how shocking our hearts are when we encounter numbers. Shock a person's mind from numbers, find the answer to curiosity from numbers, and get a kind of power from numbers.
Beijing track brand. 3. How to write an advertising planning case
1. Planning and creativity are rooted in the cultural background, born of the collision of thinking, and are good at the accumulation of experience.
2. Planning always requires new ideas, which are directly aimed at the market and sales. 3. Planning and creativity require practitioners to be experts, not sages; It's about solving problems, not turning stone into gold.
4. Planning creativity is an intellectual industry that combines team organization behavior, expert behavior and industrialization process behavior, and it is a long-term and lasting cause. Second, the writing of the planning manuscript 1. The most taboo is empty and behind closed doors.
second, avoid rhetoric, flashy. Three taboos: poor writing, Mr. Don't spell.
2. Articles are the external embodiment of thinking, and poor manuscripts will cause irreparable losses to the company's image. 3. The position of planner always faces all kinds of new things, which requires practitioners to make as deep an understanding of the project as possible in the shortest time.
4. Planning is inseparable from in-depth and subtle investigation and study. Before writing a manuscript, the planner must make a "crash study" in related fields, so as to become an expert from ignorance as soon as possible.
For example, writing "A large-scale pen meeting for 5 famous painters commemorating the 5th anniversary of Tibet's peaceful liberation", without knowing "one paper and three cuts", Wu Guanzhong and the market of his works, it is impossible to plan a pen meeting for a famous painter. At present, there are only a handful of well-known painters in China, but there are only more than twenty. Just to commemorate the fiftieth anniversary, they have dragged "fifty well-known painters", and the topic has attracted experts to laugh at, not to mention business.
Only after investigation and study, go out to understand the situation and have something in your mind, can you write a good planning copy. 5. There are many methods of investigation and research.
the most effective thing is to visit the experts in the industry, in addition to consulting literature, interviewing customers and so on. 6. Planners should always pay attention to current events and news policies, so as to find out the highlights that conform to the times, avoid unnecessary taboos and get the recognition of customers.
Third, the copywriting should be entered in a standardized format, and a good and well-trained office habit should be formed. Generally, the planned manuscript for customers should apply the header, page angle and page number in the form specified by the company, and be typeset and numbered in a standardized Word and Excel document format. If you print a formal document such as an agreement, you should generally follow the principle that "the title is in bold, and the text is in song style".
When typing by computer, you should write an appropriate and easy-to-distinguish file name and save it, instead of typing a name at will. When sending E-mail, it is also necessary to write an appropriate and easily recognizable email subject name for customers to read.
it is forbidden to send an E-mail without a theme or tapping on a theme at will. Completed manuscripts should be deleted or saved in personal folders in time, and computer data should be cleaned regularly. 4. Seek the perspective of advertising copywriting planning, the title of an article in the advertising department.
The landlord chooses an industry, and makes an example of advertising copywriting planning. A cup has a cup in different colors.
a cup has hundreds of pronunciations in the mouths of different nationalities. Therefore, a good design needs no translation, and a good copy can only be local! The discourse right of 4A Office belongs to English, Cantonese in Hong Kong and Minnan in Taiwan.
The context of China market only belongs to Chinese and dialects and slang in Chinese. Therefore, a good copy must respect the mother tongue, and a copy that relies on foreign self-respect must be a traitor in the copy.
it's okay to include foreign letters in Chinese characters. The internationalization of copywriting style is inevitable.
ideology must be modern! Modern! Postmodern! The local language copy must not be "local"! The key is whether you are writing in Chinese context and sense of language! This paper gives some understanding and comments on the grammar of Chinese copywriting. Only for the Chinese people * * * and the domestic market, only belongs to Luo Dazuo's personal, it must be universal! Put on Ogilvy, Leo Burnett, David Sun or Xu Shunying's glasses and you will be disappointed! 1 words are better than words.
words are better than words. Words are better than sentences.
simple sentences are better than complex sentences. Only one word or one word is the best! If the space is what you want to say, never press the second key! If you want to say less than spaces, then throw away your keyboard completely! Advertising copy is spoken and spoken, not pictographs and written texts.
advertising copy is the addition and multiplication of interests, and the subtraction and division of reading! Of course, the above rules are also established in turn, as long as you can earn readers' questions and eyeballs! Nouns are better than verbs! Verbs are better than prepositions! Adjectives are the worst! Good copywriting can use onomatopoeia as the title to make a series of ideas! A bad copywriter will have nothing if he takes off his adjectives! A bunch of adjectives can't inspire design and make pictures! The vividness and vividness of words are also irreplaceable by pictures! Advertising is not an elegant art, but it is by no means an adjective ring. The most unsuccessful copy is that the subject, predicate, object and interface sigh all over the place! Advertising copy has its own grammar or anti-grammar. Advertising copy is wonderful, better than correct, and innovation is greater than rules.
advertising copy is by no means a sentence assignment for primary school students! Of course, except for descriptive and introductory and a few special copywriting. Remember, if you can resist the customer's * * *-it is best not to have a complete sentence in the newspaper copy! 4 The closest artistic form to the advertising copy is that the advertising copy of modern poetry, like modern poetry, is a branch style. Like modern poetry, the advertising copy emphasizes the leap of writing language and creativity, and the advertising copy is as short as modern poetry! -but to fully erect! A newspaper without branches is doomed to failure! A copywriter who can't branch is doomed to fail! When writing an advertising copy, you must remember that you are not writing an article but writing a line. 5 There is no punctuation in the advertising copy, that is to say, there is no logic between sentences in the advertising copy. If punctuation is necessary, please use more periods.
that is to say, you should try to finish your sentence with short sentences (words or phrases are better) that can directly stop. Some advertising copy is more of a period between words.
If you find in an advertising copy that there is only a period and a sentence is exactly, please pay attention to it, it is the sense and speed of the sentence, not the semantics and logic! What is the name of the advertising copy? No matter what person a poem uses, it is the first person. There is a narrator advertisement behind the novel and drama. The famous poet Ouyang Jianghe asked, "Who is talking?" ！” If you have to answer: advertising copy is what the second person calls advertising copy, speaking from the consumer psychology, not a person or a group. 7 "Literally" or "speaking" One of my Hong Kong directors once made a slip of the tongue, saying that "I want a copy" and "I want a talk". In fact, in many cases, the advertising copy should be more of a speech than a text.
Good advertising copy should be auditory, interesting and colloquial. The reason is very simple, communication is the first of excellent advertising copy, that is, your copy should not only make people able to