How to evaluate the merits of a copywriter?

If you want to macro-answer, there are the following aspects to talk about:

1, a good copywriter is first of all a copywriter with correct values.

Copywriting values lie in understanding the nature of copywriting, the nature of advertising, the nature of creativity, know what kind of things to say, what kind of things should not say.

An example

There was a copywriter who was sickened by the world, the Shenzhou Special Car incident. I think this is the result of incorrect advertising values. Being in the communication industry, your advertisement has a public effect, so please note that what you communicate should not only be useful to the product, but also to the society.

2, good copywriting followed by an effective copywriter.

This level is a branch of the above, advertising first to serve the product. So you need your copywriting is to have the power to sell.

A copywriter with selling power generally has these characteristics:

a. Attractive - form and structure

b. Persuasive - value support / go to the heart of the matter

3, good copywriting It's not a copywriter at the end of the day.

Don't take advertising as all of life, go live, travel, and fall in love

Be an interesting person, and in the end, you can be a good copywriter.

Last few words of advice:

1, diligence is not replaced by cleverness.

2, read more books and build your own professional system. Refer to the book I wrote.

4, no more.