Not long ago, Yang Buxiu, a famous brand strategist, published an article entitled "Text is not valuable". After reading it, I found that some of the views are quite interesting:
1. Only strategy, no copy. The significance of copywriting has been dispelled by the fragmentation of the Internet.
2. Strategy is the point of view, the direction, to find the value and significance of its existence for the brand.
3. Text is expression, which can express strategic views precisely and timely.
Most of the people who pay attention to our account are in the advertising industry, and many of them are copywriters. You will often encounter these situations, that is, friends often come to you to help think slogan, get a product name and so on.
"Our company has recently launched a new beverage, which can help us find a nice name?"
"Customers who make mother-to-child products want to write a slogan poster on July Eve. What are the good suggestions?"
Every time I see such questions, I want to ask them, what is your product promotion strategy at this stage, and who is your target audience?
Some people always think that copywriting can be written by patting their heads, but in fact, copywriting is not as simple as drinking water.
In that case, is copywriting worth money?
What I want to say is that people who ask such questions usually do not have a deep understanding of the relationship between strategy and text. "Text is not worth money" is actually a false proposition.
Literature is a social art, while copywriting is a commercial art. Behind each case, there are strategic guidelines.
So copywriting is responsible for business results, to persuade the public to consume your products and services, and to let consumers take the initiative to disseminate them to you.
Literature can sketch fictitious stories at will, but the text must not be piled up with all kinds of rhetoric, too gorgeous words.
If we play word games blindly, but do not have precise strategies to cut in and point to, we can not solve any business problems. Even if you write well, you can only be a writer at best.
Take Alipay's latest advertising as an example. Alipay's slogan was "pay for Alipay", and recently it upgraded Alipay slogan to "good life, Alipay".