How to understand copywriting

We are exposed to copywriting every day, but many people don't understand what copywriting is. Broadly speaking, all communication information is copywriting, not limited to words, languages or videos. Communication between people is a copy, video movies are a copy, and any service mode presented by enterprises to consumers is also a copy. After understanding this meaning, let's first talk about the meaning of "information".

Information is a tool to realize cooperation between organisms. With the increase in the number and complexity of cooperation, civilized information has been preserved. Therefore, the progress of communication mode is the basis of civilization transition, and human beings are based on information accumulation. So what impact does information development have on copywriting?

Historically, information has changed from simple to complex, and the demand for copywriting has also become diversified. Space is limited. Today, I mainly share my experience in business copywriting.

Copywriting has always played the role of "escort" in business history, helping enterprises to serve consumers at all stages. Never the main force, but indispensable.

In the last century, when TV was the main propaganda channel, the focus of copywriting was to convey the core, functions and highlights of the product in a refined way. The main purpose is to accurately occupy the user's "mind" and occupy it through repeated bombing of advertisements. At this time, theories such as "positioning" appeared, and it must be said that these theories were very effective at that time.

Mobile Internet has broken the cornerstone of information transmission-limited resources and channels, making information transmission diversified and fragmented. Coupled with the reduction of commodity costs, the explosion of types and the appearance of short videos, the effect of traditional propaganda methods is gradually declining. At this time, the requirement for copywriting is not only to occupy the user's mind simply and rudely, but also to change the user's actions by telling stories from multiple angles. Users not only buy from advertising bombing, but also from video planting grass; User repurchase comes not only from mental preference, but also from system operation. Copywriting ability is also the control from text control to marketing mode.

To sum up, the current "copywriting" is the epitome of enterprise marketing. Copywriting is a part of it, but throughout, enterprises had better treat it strategically, because it can really help you "sell goods".

The above is just my personal opinion, and everything I said is wrong.