Like any field of activity, the work of a copywriter also includes professional illnesses. With the physical, everything is clear - the eyes, the musculoskeletal system, etc. are at risk. These problems are preventable. Much more dangerous is that professional qualities may suffer over time.
It is necessary
A copywriter is a creative person, and therefore vulnerable and emotional. In addition, prone to various "diseases of creativity", that is, over time, even a successful and popular copywriter may develop some professional vices that will make themselves felt at the most inopportune moment. They have a very negative impact on the quality of work and can cause a serious creative crisis. It is necessary to know about these defects in order to be able to prevent their occurrence in time
Instructions
Step 1
Unjustified increase in the volume of work
The copywriter is paid for the number of characters, and therefore, there is always a temptation to exceed the required volume, even to the detriment of common sense. Over time, the desire to "inflate" any text becomes a habit. In the hope of getting the maximum for his text that the customer can pay, he forces him to bring the sister of talent - brevity as a sacrifice to earnings. The result is that even the simplest article consists of 50 percent or more of "water" that no one needs.
Looking for some information on the Internet, what is a person looking for first of all? Maximum of this information with a minimum of text. After seeing a long article, he most likely will not read it. Nobody wants to make sense of this mass of "muddy water", to wade through unnecessary reasoning and general words. Consequently, by typing "a lot of letters", the copywriter runs the risk of getting his article back unpaid. A lot of time has been spent - there is no result …
It should be clear from the very beginning of your activity that it is easier and more useful to write short, clear and to the point.
Step 2
Explanation by "stamps"
It is especially unpleasant when a person tries to increase the volume of the text using "stamps", that is, banal, hackneyed expressions. They make the article boring, boring to read, and often no one tries to do it. But one should not be afraid of all the frequently used expressions in panic either. Trying to replace an ordinary expression with something original, to create your own unique style, you can significantly spoil your own article. If it is written too pretentiously, or with inappropriate humor, you can also deprive it of all meaning. Many expressions are an integral part of the Russian language and should not be avoided. Another thing is that they need to be used to the point, not to repeat too often and not to try at the expense of any "seemingly", "as you understand" the volume of the text.
Step 3
Slogans and pathos
This is one of the varieties of trying to avoid "cliches", as well as the desire to increase the volume. Wanting to decorate your article with beautiful turns, revive it, while making it original, forces some to use loud words and expressions, not thinking that they make the article funny or, again, meaningless.
“The mission of our company is high and beautiful”, “the residents of the area were very enthusiastic about it”… well, isn't it funny, especially when it comes to opening a new hairdressing salon?
And such words as “a team of professionals”, “an individual approach to each client”, “a fresh look at …” have long become common phrases and do not make the desired impression on anyone.
