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Ad copy: we only sell inspiration
| 作者：SOHO特区网
-上传日期：2021-8-17 |
Ad copy: we only sell inspiration
With the advent of a new era of consumption and the rapid development of the commodity economy, advertising planning has entered an unprecedentedly active period of competition for hegemony. Advertising is no longer the single product promotion and promotion of the past, but has developed into a single product. This comprehensive art that is very close to customers and consumers is a means to create a brand environment and corporate image, and a powerful bargaining chip in business wars. Good advertising is inseparable from excellent planning and copywriting, so advertising copywriting has entered an era of pursuing innovation and inspiration.
In order for an advertisement to stand out from the crowd and attract customers, it must have distinctive planning and creativity. For example, the advertising slogan of an air-conditioning product "hot life, calm choice" combines its brand living environment (hot) with the promotion of rational consumption (cold); The meaning of the appeal runs through one sentence, which can be described as killing two birds with one stone. There are also "Goldlilly, the world of men", "Diamonds are forever, and one is forever passed". These advertising slogans are timeless and classic, which is unforgettable for a long time.
In China, there is no shortage of goods or advertisements, but a lack of advertising creativity. Good advertising creativity and copywriting are even more difficult to find. Its creation is not what ordinary people can take. At present, many enterprises, businesses and information companies openly solicit creative planning plans for excellent advertisements in order to improve their competitiveness. Some innovative and creative planning plans can often win the palace. Of course, the rewards given by the other party are also very considerable. Some companies don't hesitate to pay huge sums of money in order to get good advertising ideas. There are countless advertising websites about spending money to buy creative ideas. Once the creative plan of the applicant is adopted, a lot of money will be accounted for. All this provides a huge living space and development prospects for the advertising copy planner. As a result, in the face of this challenging new field, a new kind of freelance-advertising copy planner came into being.
The ad copy planner is an important part of the SOHO family. Many advertising planners who are good at independent thinking and have strong working abilities. They put aside the "iron rice bowl" with their own talents and self-reliance in the world, and become free SOHOs working at home, as long as they have computers, scanners, printers, etc. , The business of advertising copywriting planning can be done at home. They often have a comfortable lifestyle to choose from, because they are not 9 to 5 office workers and can arrange their time freely and save some red tape, so they can approach their ideals with a more brisk work style and work achievement.
To be a SOHO for advertising copywriting planning requires certain conditions.
First of all, you must have strong writing skills, flexible and agile thinking skills, and related professional application skills. It is difficult for a person who is content to be mediocre and waiting for opportunities to become a successful ad copy planner.
Secondly, you must have a good mentality and equipment. To be a SOHO working from home, you should learn to face loneliness and helplessness. The days of SOHO are really happy at the beginning. There is no pressure from the boss, no complicated interpersonal relationships, and even the trouble of checking in every day. But sometimes in order to make a business, you have to face the customers' pickiness. Customers are sometimes more difficult to deal with than the boss, and their design requirements are almost critical. Sometimes you know that your copywriting creativity has become perfect after days of hard work, but the customer is not satisfied, and you have to apply it again. Therefore, you need a certain financial foundation (at least 3 months of living expenses) for the first time in this trip, so as not to lose your life when you can’t sell your results.
Third, as an advertising copy planner, the most important "capital" is to have inspiration, and inspiration actually refers to creativity. Sometimes advertising creativity is just a strong idea and a perfect idea that suddenly flashed in your mind, just like a rare comet passing through your mind. It should be the dream of how to make creative and extraordinary planning, and even achieve the effect of "intention" not surprising and endless. For advertising planners, an idea is an archaeology. It is necessary to patiently dissect the soil of the product's surface characteristics step by step to discover its most unique core, and then use the most concise text and images to convey it. Therefore, when an advertiser is conceiving a work, he needs and must do his best to let his thinking go freely, and he is good at seizing the opportunity of wisdom, by analogy, so that he can express the most passionate brand connotation with the least text and pictures. Let customers fall in love at first sight.
Fourth, you must be familiar with and grasp the different styles of creative copywriting, and use them flexibly in your own works. Advertising creativity is generally divided into three types: the first is the creativity from the industry itself (industrial creativity), which uses amazing solutions to make the brand from the fierce market competition into a brand with positioning. The second is the core creativity, which uses series, continuous and accumulated creativity to make the brand form its own core value and distinctive recognition. The third type is business creativity. Through repeated publicity and sales of the brand, the brand immediately becomes a popular hot-selling product, which is highly promotional and time-sensitive. As an ad copy planner, you should also be a creative all-rounder. Businesses and businesses have different requirements. For example, some are to create signature slogans and specific implementation plans that need to be launched for new products of the company, and some are to collect recognizable advertising plans for their own companies that can penetrate into the hearts of the audience, etc. Wait. This requires copywriters to pay more attention and accumulate in peacetime, be able to draw inferences from one another, and be able to do everything they want when they are in charge of these tasks.
Finally, as a SOHO family of advertising copywriting planners, it is absolutely necessary to establish a website of its own. Through the network platform, you can better develop your own business and publish some successful copywritings that you have done on your own website to attract business and information. The company pays attention to continuously improve its reputation; at the same time, through the website and the outside world, it can obtain industry information and news information quickly, and can stimulate its own creative inspiration and tap the potential of its own business expansion. Once you have your own website, you should pay attention to frequent maintenance and update, this will give people a very professional feeling, and will help your business grow bigger and stronger in the future.
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