No experience, no writing

Copywriting without experience is like instant noodles without seasoning. Although it is edible, it lacks some flavor. Let's take a look at these wonderful copywritings.

Behind every moving copy, there may not be a moving story, but there must be a moving experience - every tear you shed, every meal you eat, every girl you love, every stupid thing you pretend to be, will consciously or unconsciously become a part of your copy.

Think about it, right? Countless nights of overtime work, facing a blank piece of paper, just like my blank life, with nowhere to start writing.

Once you write about something you've experienced, you'll start writing like Neil French. Imagine the first woman at the fruit stand who wrote "sweeter than first love." If she hadn't experienced the sweetness of first love, how could she have written about the honey of citrus?

The two words "copywriting", one dot and one horizontal line, represent a moving experience, while the one left and one right stroke remind us to control our mouths, move our legs, and experience the diversity of life.

Imagine that people who only know how to sit at their workstations or stay at home every day will probably never be able to write:

"The world is beautiful, and you are free" (Moments app)

David Albert once said:

Put yourself into your work and use your life to activate your copy. If something moves you, there is a great chance that it will move others as well.

Another David agrees. It was after experiencing the ride of a new Rolls-Royce that David Ogilvy famously wrote:

"At 60 km/h, the loudest noise in a new Rolls-Royce comes from the electronic clock."

Without experiencing the blows of reality and standing up again and again, how can one write:

There are no shoes that never wear out, only you who never wear out (Timberland/Ma Xiaobo)

Similarly, without experiencing the constraints of a cubicle and traveling on a whim, how can one write:

When you are writing a PPT, the cod in Alaska are jumping out of the water. When you are studying the report, the golden monkeys in Baima Snow Mountain are climbing to the top of the tree. When you are squeezing into the subway, the mountain eagles in Tibet are circling in the clouds. (Bu Lu Bu Ding Women's Clothing/Xiao Lufeng)

If you don’t fall in love, don’t break up, don’t experience the bitterness, sweetness, sourness and spiciness of love, how can you write:

"I broke up in Tokyo, luckily the wine was strong" (Japanese Gokukami Yoshinogawa)

If you have never experienced the loneliness of being alone and the warmth of being with someone, it may be difficult to understand:

"Wine is warmer when shared between two people" (Japan's Gokukami Yoshinogawa)

If I had not gotten drunk with my brothers, pouring the burning passion and the hot wine into my throat, I might never have been able to write:

"Use bullets to knock down the enemy, and use Erguotou to knock down the brothers" (Red Star Erguotou/Ding Jian)

Before the experience, what you write down is words. After the experience, what you write down is the essence of your life. Why are some copywriting so valuable? Because it is never the words themselves that are valuable.

For example, a real estate project that has been under development for ten years, no matter what the advertisement says, "Ten years of mature development, happiness for a city"?

Those who have truly taken root in a place and immersed themselves in life there will tell you:

In the past ten years, I have never said "I love you" to Futong City, but every night when I say goodbye to my friends, I say I am going back to Futong City. (Shenzhen Futong City/Cheng Hongwei)

In addition to selling hard points, TV commercials sometimes also make some emotional appeals:

2 hours of intimacy, spent with your loved one.

Those who have truly experienced parent-child time and understand what it means to "hope for your child to grow up, but also be afraid of your child growing up" will tell you:

"There is a monster in the world that specializes in breaking up parent-child relationships, and that monster is called growing up" (Taiwan Chimei LCD TV/Lai Chih-Liang)

If the grown-up “children” had not experienced the feeling of playing house again when they were children while camping in nature, how could they write:

Camping is a game for adults (Xiaohongshu/Echo)

A luxury car that focuses on power and handling, someone wrote:

Surging power, don't let go when it's "burning".

Those who have actually driven and felt the wind whistling past their ears will tell you:

“The howling of the wind, the sighs of followers” ​​(Cadillac XTS/Chen Shaotuan)

When housing prices become a burden on love, many real estate projects that cater to the basic needs of young people use this as a gimmick to communicate with young people:

Don't let the house become the reason for love to leave .

But those who have truly experienced the difficulty of buying a house and have gone through the test of love and reality will say:

“Dear, I don’t want to wait for you to come home in someone else’s house every day” (Hangzhou Fude Shangcheng/Timely Communication Advertising)

How to write an advertisement for high-end property services? Common writing methods:

360° property manager, providing meticulous service.

If you have truly experienced the meticulousness of high-end properties, I'm afraid you won't use empty words like "meticulous" but will tell you a little story:

There was a small misunderstanding between me and the housekeeper. The splashes from the car wet the trouser legs of the property manager. I got out of the car to apologize, and he hurried to help me hold an umbrella... I wet his trousers, but he apologized to me for not holding the umbrella for me. (Jingdezhen Jinxiu Changnan)

Compared with life experience, copywriting qualifications are meaningless.

Walk with your feet, observe with your eyes, test with your heart on the edge of death, fall in love, fall out of love, feel the coldness of reality and the warmth of human heart, in this monotonous world, carve out a path that belongs to you alone, and you are the most beautiful copywriter on this path.

In the end, you will find that when you leave, you are just a porter of texts, and when you come back, you are called a copywriter.

Author: kuang13

Source: WeChat public account "Free shipping"