The article is from the WeChat public account: empty hand (ID: firesteal13) , of: empty-handed, the subject map from: Oriental IC
When I joined the industry, I worshiped the god-like copywriting works in advertising history. Longway Rolls-Royce copywriting from Ogway, Volkswagen Beetle and Avis car rental from Bernback, Gold Martell from Neil Frank, Chivas Father’s Day from David Abbott, ZTE Department Store from Xu Shunying, Xinping Li Eslite Bookstore, Mr. Zhan Weixiong’s Mr. Cao Shan, Head of Rancho Santa Fe …
I also fantasize about doing a lifetime copywriting in an advertising company, writing 60-year-old copywriting works, but in the real world, you will find this totally unfeasible.
I always think that copywriting is the most important position for an advertising company, but copywriting earns the lowest salary in the company.
The reason is simple. There is no technical barrier to copywriting. Copywriting is writing. In theory, as long as you are literate and have normal reading and writing skills, you can do copywriting.
I do copywriting in an advertising company. I have learned everything from university majors. I have seen law, physics, numbers, and machine manufacturing. Advertising Godfather David Ogway advertises. Before, I still cook.
Because there is no threshold for copywriting, anyone can write a few sentences. So siblingDo not have the same senior planning, art, including AE, salary is higher than copywriting.
Because planning requires at least some marketing theories and market trends, art needs to know how to use software such as PS and AI, AE can also get customers to bring business, and everyone can write.
Everyone can point at copywriting. Everyone seems to be able to write a few advertisements and headlines.
Ten years ago, I did a copywriting at an internationally renowned 4A, but after a long time, I felt a bit frustrated, so I jumped directly to a company to be the deputy director of planning.
I loved the copywriting job very much at the time, but I think that if you want to do a good copywriting job, only one copywriting is not enough. The copywriting is too weak within the advertising company and Party A. Why do you feel depressed? Because there is no sense of control in copywriting, I have to listen to others.
You write a copy that you are very satisfied with. You must first pass the creative director’s level, and he must be satisfied. Then I got through the customer department and finally got through the customer department. Everyone has something to say. No matter who you are, you can use your brains to write your own copy of the wording and make changes.
Changing a bunch of unsentences, clumsy sentences, and self-feeling good copywriting, your original copywriting is beyond recognition.
For a planning solution, it doesn’t matter if you change a few pages, but for a copy, you change a word, a word, maybe a 100 point copy is only 70 points left.
To a person who loves copywriting, is this kind of thing intolerable?
On the other hand, copywriting accounts for only a small part of the client ’s entire plan, so the copywriting has little influence on the decision and direction of the entire plan. This sense of being unable to control itselfFeeling frustrating.
Customers may be willing to pay tens of thousands for a set of print manuscripts, hundreds of thousands for a short video creative, millions for a set of strategies, tens of millions for media, resources, IP Billion paid. But copywriting? How much are customers willing to pay for a few words and lines?
Even behind your words, there are countless complex business thoughts and brand strategies, and it takes countless efforts to refine and modify. But in the end, there were only a few words.
In China, too few customers are willing to pay for ideas, and they are more willing to pay for resources.
You must be the director, the director of the promotion group, be the project leader, and be able to lead and guide the client’s ideas in order to keep the hard copy written by you.
So I switched from copywriting to strategy and project. I brought my own business, communicated with clients, and sold articles. I tried my best to ensure that the copywriting and creative ideas I wrote could make customers pay. That’s why I switched from copywriting to strategy and customer management.
Do you know what is more deadly as a copywriter? Do you think the copywriting of the advertising company is writing copywriting? Do not!
At the advertising agency, I liked writing more. This sounds very perverted, because many advertisers are afraid to compare submissions to submissions. Comparing submissions always means continuous overtime, staying up all night and overnight, which means mental torture and the pressure to win.
But when there is a comparison, you will have the opportunity to write advertising slogans, TVC scripts, and write a series of flat copywriting, which can exercise people and improve their copywriting. What is the daily service of the advertising company? Soft text! Picture book!
Writing corporate press releases every day.
The soft essay of the traditional era is approximately equal to the public tweet of today. Which company do you say today can’t be written as a public account and as a social account?
Hanging the title of copywriting, doing the work of new media operations. I saw a lot of copywriting, but also wrote vibrato scripts, even shot by myself, performed by myself, edited by myself, and operated by myself.
Many copywritings are even serving as the secretary of Party A. Even the speeches and meeting materials of Party A’s boss must be written.
A lot of time and energy is consumed in daily chores without nutrition. What time does it take to polish the copywriting?
I also had copywriting classes on some internet platforms. At the beginning I gaveEveryone talks about the extraction of the core value of the brand, the creative transformation of the communication strategy to the copywriting output, the consumption insight, the story script creation, the difference between the advertising slogan and the advertising title …
Then I found out that this is not what everyone wants to hear. What you want to hear is actually how to write the title of 10W +, how to write a public account tweet, and how to sell goods in the circle of friends.
Later, I wasn’t interested in teaching copywriting.
Today, Despite years of strategy and customer management, I still think copywriting is important.
Because no matter how advanced and exquisite your business strategy is, in the end, when you communicate with consumers, you can only talk to them with a few lines of words and influence their purchasing decisions with a few words. After all, you cannot Play your corporate PPT directly on the screen.
But many companies advertise the value of copywriting on one side, shouting how important copywriting is, on the other hand, the salary for copywriting is the lowest in the company, the work is the most complicated, and the right to speak is the least.
Where’s your good copywriting?
Do not say any copywriting with a monthly salary of 30,000. How many have you seen? And more of us are still holding a monthly salary of 3,000, and there are many words to write every day, but it is not really a real copywriting.
So for my friends who are still doing copywriting, I have a piece of advice that I personally experienced:
If you want good copywriting, don’t limit yourself to copywriting.
The former copy refers to the work, and the latter copy refers to the post.
You need to think about copywriting from the perspective of the brand and users, so that you can write accurate and touching copywriting.
You need to endorse the copywriting at the height of marketing and market, to prove that your copywriting is correct and appropriate, so as to ensure that your copywriting is approved within the company and with customers, so that copywriting is highly subjective, The things that have been in each eye have become so objective and logical.
So for a copywriter, you must either work hard to be promoted to the creative director of the copy base within the advertising company.
From just writing copywriting to being responsible for overall creative production including text and art, not only doing copywriting, but also understanding art, so that text and art become an organic whole, which can be viewed from the brand.Corner to grasp the copy.
This requires you to have a deep understanding of branding and communication, and be able to excel at consumer insights and concept refinement, because insight and concept are the core of creation, and a copywriting is only responsible for text, to be responsible for overall creativity and understanding. The basis of the strategy.
There aren’t two of these in the arsenal, then you are just a codeword migrant worker, and naturally it is worthless. Plus there is no threshold for codewords, you can be replaced by others at any time.
Either be a strategic director, and correspondingly have the knowledge and skills related to marketing, brand strategy, communication planning, or simply jump to Party A as the brand director and marketing director.
From the perspective of the market and the brand, look at the communication, and coordinate the text output of the entire brand and the creative communication management of the project, so that you will have a deeper understanding of the copywriting.
These are two promotion paths for traditional era copywriting, but after all, we have entered an Internet era today. The Internet era has created more opportunities for those who only do copywriting.
In the internet age, information is the least valuable, but paradoxically, the scarce in the internet age is precisely high-quality content.
In the era of excess information, what do people most want to see? It’s not the product information that the company is desperately promoting, nor is it a very creative advertisement. People want to see the content.
Today, The best ads aren’t creative, they’re creating content.
This creates more opportunities for copywriting with quality content creation capabilities.
But note that what I am talking about is “copyright with high-quality content creation ability”. If you only search materials on Baidu, then copy and paste, set a template or routine, and collage out a copy, then when I Didn’t say.
As long as you have the ability to create high-quality content, in fact, I think it will glow in all ages.
Huang Zhan in Hong Kong and Zheng Zhihua in Taiwan worked as copywriters in advertising agencies before writing songs and becoming a singer. Hong Kong’s famous screenwriter and director Anishi, while writing the script, also mingled with advertising companies to create advertising TVC scripts.
Since the rise of the media, those who have done well in the media trumpet, from Mimon to Rebecca, from one to GQ Lab, Miss Lan and Miss Huang, Dongdong and Xixi, are traditional reporters, Edited from these text workers.
This is because people from these traditional media have a strong ability to create text. As long as they change their minds and use the Internet, they can naturally play a role in the sky.
Since today’s copywriting must also serve as new media, if you are really proficient in new media and can write excellent content and product copywriting, I believe the future is naturally bright.
But I’m afraid you’re just a new media editor. You can only edit the ready-made product information, typeset it, and tweet it.
This copywriting naturally has no future. It is good to get a salary of several thousand yuan.
Remember: You are the designer of the brand, the creator of the content, not the porter of the text.
The article is from the WeChat public account: empty hand (ID: firesteal13) , Author: empty-handed