文案寫作

本文是關於廣告和其他形式的市場傳播的寫作。不要與版權或複製編輯混淆。 文案寫作是為了廣告或其他形式的行銷目的而撰寫文本的行為或職業。文案寫作的目的是銷售產品或服務。該產品稱為文案或銷售文案，是旨在提高品牌知名度並最終說服個人或團體採取特定行動的書面內容。

文案撰稿人協助製作廣告看板、小冊子、目錄、歌曲歌詞、雜誌和報紙廣告、銷售信函和其他直接郵件、電視或廣播廣告腳本、標語、白皮書、網站和社交媒體帖子、按點擊付費等營銷傳播。所有這些都符合目標受眾的期望，同時保持內容和文案的新鮮度、相關性和有效性。

就業

本節需要額外的引用來驗證。請透過在本節中添加對可靠來源的引用來幫助改進本文。無源材料可能會受到質疑並被刪除。 （2024 年 4 月）（了解如何以及何時刪除此訊息）

許多文案撰稿人受僱於行銷部門、廣告公司、公關公司或文案機構，或以自由工作者的身份自營職業，其客戶範圍從小到大公司不等。他們可能在客戶的辦公室、聯合辦公室、咖啡館或在家遠距工作。

• 廣告公司通常會聘請文案作為創意團隊的一部分，他們與藝術總監或創意總監合作。文案撰稿人主要根據從客戶處獲得的資訊撰寫廣告文案或腳本。團隊中的任何一個成員都可以概念化整體想法，並且協作過程通常可以改善工作。一些機構專門為特定行業或部門提供服務。

• 文案代理機構將文案寫作與一系列編輯和相關服務結合起來，其中可能包括定位和訊息諮詢、社交媒體、搜尋引擎優化、發展編輯、文案編輯、校對、事實檢查、演講稿寫作和頁面佈局。有些機構僱用內部文案，而其他機構則僱用外部承包商或自由工作者。

• 數位行銷機構通常包括專門專注於數位通訊的文案撰稿人，無論是自由工作者還是員工。有時，文案撰稿人的工作會與內容撰稿人的工作重疊，因為他們需要撰寫有說服力的社群媒體廣告、Google廣告、線上登陸頁面和電子郵件副本。數位時代誕生的文案寫作新浪潮使這門學科變得更容易理解。

文案撰稿人也為零售連鎖店、圖書出版商或其他經常做廣告的大公司內部工作。他們還可以受僱為報紙、雜誌和廣播公司撰寫社論廣告。

文案撰稿人的工作與技術撰稿人的工作相關，但又有所不同。儘管這些工作可能重疊，但最終產品的風格指南具有不同的目的：

• 技術寫作透過以簡單的格式提供有價值且複雜的技術資訊（例如，請參閱簡化技術英語）來節省讀者或演講者的時間。因此，技術作家使用特定的技術將所需資訊格式化為文件主題。常見任務包括發行說明、逐步說明、技術資訊、圖表和表格。科技作家主要為工程、醫療或 IT 公司工作，利用溝通技巧收集資訊和建立主題的邏輯。

• 文案寫作產生有關產品或服務的行銷文本和場景。文案撰稿人透過宣傳產品和服務或創建公司風格指南，以盡可能最好的方式代表公司。關鍵是要產生與公司合作或與公司做生意的願望。文案撰寫者必須找到受眾創作內容的關鍵，因此需要商業和社會學技能才能對公司形成強烈的信任。

教育

傳統上，成為文案撰稿人所需的教育程度通常是英語、廣告、新聞或行銷學士學位。對於內部文案來說仍然如此。然而，今天的自由撰稿人可以從文案寫作課程或導師那裡學習手藝。許多客戶接受甚至喜歡編寫樣本而不是正式的文案寫作證書。

2018 年，美國勞工統計局報告稱，作家和作家的年薪中位數為 62,170 美元。 2019 年，PayScale.com 表示文案撰稿人的預期薪資在 35,000 美元至 73,000 美元之間。

著名文案

更多資訊：撰稿人名單

約翰·埃默里·鮑爾斯（John Emory Powers，1837—1919）是世界上第一位全職文案撰稿人。從那時起，一些文案撰稿人因創辦了大型廣告公司而在業內廣為人知，而另一些文案則因其一生的工作而在業內廣為人知。許多創意藝術家在其他領域成名之前都曾擔任文案撰稿人。

大衛‧奧格威（David Ogilvy，1911—1999）被譽為廣告之父。他也因其關於勞斯萊斯汽車的名言而聞名，他說：「在時速 60 英里的情況下，這輛新勞斯萊斯車中最大的噪音來自電子鐘。」[10]他也寫了一些廣告領域的書籍，例如《奧美論廣告》和《一個廣告人的自白》。

李奧·伯內特（Leo Burnett，1891—1971）被《時代》雜誌評為20世紀最具影響力的100人之一。他是李奧貝納環球公司的創辦人。他令人難忘的萬寶路男人是有史以來最成功的活動之一。他的公司於 2002 年被陽獅集團收購。

廣告主可以透過多種方式吸引其客戶群，並採用不同類型的廣告執行方式來實現這一目的。這包括直銷、科學/技術證據、演示、比較、感言、生活片段、動畫、個性符號、意象、戲劇化、幽默和組合。

著名的廣告活動

耐吉的「Just Do It」—在 10 年內將耐吉的銷售額從 8 億美元[14] 增加到超過 92 億美元[15]。 加州牛奶加工委員會的“有牛奶嗎？” - 加州的牛奶銷量增加，自推出以來引發了許多模仿。 Apple 的「Get a Mac」—Mac vs PC 活動僅在第一年就實現了 42% 的市佔率成長。

格式

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網際網路

更多資訊：內容行銷與網頁內容開發

網路擴大了文案寫作機會的範圍，包括登陸頁面和其他網路內容、線上廣告、電子郵件、部落格、社群媒體和其他形式的電子通訊。

網路為文案撰寫者提供了學習手藝、進行研究和查看他人作品的新機會。客戶、文案和藝術總監可以更容易找到彼此，使自由職業成為可行的工作選擇。還有許多新網站使成為自由撰稿人成為一個更有組織的過程。

實驗和持續的重新評估是這個過程的一部分。

搜尋引擎優化 (SEO)

網路文案的目標之一可能包括在搜尋引擎中獲得更高的排名。最初，這涉及網頁上關鍵字和短語的策略性放置和重複，但以人類讀者認為正常的方式編寫，並將它們包含在元標籤、頁面標題和副標題中。以Google為例，撰稿人會根據其「E-E-A-T」演算法自訂內容，該演算法根據經驗、專業知識、權威性和可信度對搜尋結果進行排名。

圖書出版

在書籍出版中，書的背麵包含一個簡介，介紹與內部資訊相關的摘要或詳細資訊。作者利用封底吸引讀者的注意力，並提供本書所包含內容的訊息，並說服顧客對產品產生興趣。

企業對企業 (B2B)

另請參閱：企業對企業

B2B 企業將其產品和服務出售給其他公司，而不是客戶。例如，製造商將其產品出售給倉庫、工廠等。因此，文案人員製作銷售內容來描述購買產品的好處。語調正式、對話且清晰。由於企業在購買產品之前會探索不同的供應商，因此應該有很多引人入勝且有吸引力的新鮮內容。 B2B 行銷資料包括電子書、資訊圖表、新聞稿、網頁、電子郵件序列、播客腳本、網路研討會等。

品牌文案

主要目標是提高目標受眾的品牌知名度，以便客戶在購買產品之前先想到該公司。文案撰寫一個能引起目標受眾共鳴的獨特故事，透過針對目標受眾的創意活動來推廣或銷售產品或想法。

企業對客戶 (B2C)

B2C 企業的目標是直接向顧客銷售產品和服務。主要目標是說服客戶立即採取行動。突出的例子有超市、實體店、網上商店等。文案作者使用具有一致品牌、公告點、副標題、較短句子和段落的長內容來突出產品的功能。

Copywriting

This article is about writing for advertisements and other forms of market communications. Not to be confused with copyright or copy editing.

Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. Copywriting is aimed at selling products or services.[1] The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.[2]

Copywriters help to create billboards, brochures, catalogs, jingle lyrics, magazine and newspaper advertisements, sales letters and other direct mail, scripts for television or radio commercials, taglines, white papers, website and social media posts, pay-per-click and other marketing communications. All this aligned with the target audience's expectations while keeping the content and copy fresh, relevant, and effective.[3]

Employment

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Many copywriters are employed in marketing departments, advertising agencies, public relations firms, or copywriting agencies, or are self-employed as freelancers, whose clients may range from small to large companies. They may work at a client's office, a coworking office, a coffeehouse, or remotely from home.[1]

• Advertising agencies usually hire copywriters as part of a creative team, in which they are partnered with art directors or creative directors. The copywriter writes copy or a script for an advertisement, based largely on information obtained from a client. Either member of the team can conceptualize the overall idea and the process of collaboration often improves the work. Some agencies specialize in servicing a particular industry or sector.[2]

• Copywriting agencies combine copywriting with a range of editorial and associated services that may include positioning and messaging consulting, social media, search engine optimization, developmental editing, copy editing, proofreading, fact checking, speechwriting and page layout. Some agencies employ in-house copywriters, while others use external contractors or freelancers.

• Digital marketing agencies commonly include copywriters, whether freelance or employees, that focus specifically on digital communication. Sometimes the work of a copywriter will overlap with that of a Content Writer as they will need to write social media advertisements, Google advertisements, online landing pages, and email copy that is persuasive. This new wave of copywriting born of the digital era has made the discipline more accessible.[clarification needed][how, to whom?]

Copywriters also work in-house for retail chains, book publishers, or other big firms that advertise frequently. They can also be employed to write advertorials for newspapers, magazines, and broadcasters.

A copywriter's job is related to, but different from that of a technical writer. Even though these jobs may overlap, the style guides for the end product have different purposes:

• Technical writing saves readers or speakers time by providing the valuable and complex technical information in a simple format (see, for example, Simplified Technical English). So a tech writer uses the specific techniques for formatting the required information into a documentation topic. Common tasks are release notes, step-by-step instructions, technical information, diagrams, and tables. Tech writers mainly work for engineering, medical, or IT companies, using communication skills for gathering information and the logic for structuring topics.

• Copywriting produces marketing texts and scenarios about products or services. The copywriter represents the company in the best way possible by talking up the product and the service, or by creating a company style guide. The key point is to create a desire to work with the company or do business with the company. The copywriter has to find the key to the audience to create the content, so business and sociology skills would be required to form a strong trust in the company.

Education

Traditionally, the level of education needed to become a copywriter is most often a Bachelor's degree in English, Advertising, Journalism, or Marketing. That is still the case for in-house copywriters. However, freelance copywriters today can learn the craft from copywriting courses or mentors. Many clients accept or even prefer writing samples over formal copywriting credentials.[clarification needed][4]

In 2018, the U.S. Bureau of Labor Statistics reported an annual median salary of $62,170 for writers and authors. In 2019, PayScale.com stated that the expected salary for copywriters ranged from $35,000–$73,000.[5]

Famous copywriters

Further information: List of copywriters

John Emory Powers (1837—1919) was the world's first full-time copywriter.[6][7][8] Since then, some copywriters have become well-known within the industry because they founded major advertising agencies, and others because of their lifetime body of work. Many Creative Artists worked as Copywriters before becoming famous in other fields.[9]

David Ogilvy (1911—1999) is known as the Father of advertising. He is also famous for his famous quote dedicated to Rolls-Royce cars as he said: "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the Electric Clock".[10] He has also written some books on the advertising field such as Ogilvy on Advertising and Confessions of an Advertising Man.[11]

Leo Burnett (1891—1971) was named by Time as one of the 100 most influential people of the 20th century.[12] He was the founder of Leo Burnett Worldwide. His memorable Marlboro Man is one of the most successful campaigns ever. His company was acquired by Publicis Groupe in 2002.

There are many ways advertisers try to appeal to their client base and have different types of advertising executions to do so. This includes a straight sell, scientific/technical evidence, demonstration, comparison, testimonial, slice of life, animation, personality symbols, imagery, dramatization, humor, and combinations.[13]

Notable ad campaigns

Nike's "Just Do It" — increased Nike's sales from $800 million[14] to more than $9.2 billion[15] in 10 years. California Milk Processor Board's "Got Milk?" — increased milk sales in California and has spawned many parodies since its launch. Apple's "Get a Mac" — the Mac vs PC campaign generated 42% market share growth in its first year alone.[16]

Formats

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Internet

Further information: Content marketing and Web content development

The Internet has expanded the range of copywriting opportunities to include landing pages and other web content, online advertisements, emails, blogs, social media, and other forms of electronic communications.

The Internet has brought new opportunities for copywriters to learn their craft, do research and view others' work. Clients, copywriters and art directors can more readily find each other, making freelancing a viable job option. There are also many new websites that make becoming a freelance copywriter a much more organized process.

Experimenting and ongoing re-evaluation are part of the process.[17]

Search engine optimization (SEO)

Web copy may include among its objectives the achievement of higher rankings in search engines. Originally, this involved the strategic placement and repetition of keywords and phrases on web pages, but writing in a manner that human readers would consider normal, as well as their inclusion into Meta tags, page headings and sub-headings.[18][19] In the case of Google, a copywriter would tailor content to its "E-E-A-T" algorithm, which ranks search results based on experience, expertise, authoritativeness, and trustworthiness.[20]

Book publishing

In book publishing, the back of the book contains a blurb that presents a summary or details pertaining to the information inside. The author uses the back cover to grab the attention of the audience as well as provides the information for what the book contains and persuades the customer to develop an interest in the product.[21]

Business to business (B2B)

See also: Business-to-business

B2B businesses sell their products and services to other companies, instead of customers. For instance, the manufacturers sell their products to warehouses, factories, etc. These products are not sold to customers. So, the Copywriters produce sales content to describe the benefits of purchasing the products. The tone is formal, conversational, and clear. Since businesses explore various vendors before buying the product, there should be a lot of engaging and appealing fresh content. B2B marketing materials include e-books, infographics, press releases, web pages, email sequences, scripts for podcasts, webinars, and so forth.[22]

Brand copywriting

The main objective is to increase brand awareness among the target audience so that a customer thinks about the company first before buying a product. The copywriters craft a unique story that resonates with the target audience, promoting or selling a product or an idea using creative campaigns for the target audience.

Business to customer (B2C)

B2C businesses aim to sell products and services directly to customers. The main goal is to persuade the customer to take prompt action. Prominent examples are supermarkets, brick-and-mortar stores, online stores, and so on. The copywriters uses long content with consistent branding, bulletin points, sub heads, shorter sentences, and paragraphs to highlight the features of the products.