As A Copywriter

I knew at a very young age that my career would have something related to writing.

I worked as an intern in different roles ranging from Chinese translation, magazine editing, script-writing to movie promotion when I was a university student. I also wrote few fictions, radio drama and song lyrics. All these different experiences established a very good foundation which led me to the path of a Chinese copywriter in advertising in my career. .

However, I think being a copywriter is the most difficult when comparing to all these other positions I had. As a good copywriter, he/she needs to be creative from a limited job brief with his/her own perspective emerging from the brand’s identity and to deliver an appealing and unique message to the target audience.

Craftsmanship is no doubt very crucial but a personal insight is definitely a must in a good copy.

Anything I wrote in the past was just trashy before I developed with this perspective. Even worse, my former creative director had criticized submitted copies numerously and thousands of rewrites were required daily before acceptance.
I felt that all the written headlines and copies could have been a lot better than they were; and it was this mindset which often drove me to continue the rewriting beyond midnight.

I believe this discipline makes me grow even stronger and helps me to realize what a good copy is all about; and this is how my portfolio is completed and compiled.  

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很早的時候，我便知道自己的終身職業，是跟文字有關的。

大學畢業之前，我見習性質地做過了中文翻譯、雜誌編輯、電視編劇、電影宣傳，投過稿、寫過書、廣播劇、歌詞等，這一切有關文字的工作，都為我日後成為廣告文案打下了重要的基礎。

但相比起其他崗位，我覺得廣告文案有著更高難度。因為他/她需要在為數眾多的前設下逃出一片生天，找一個他/她專屬的角度，與品牌和產品融合，巧妙地演繹訊息中的神緒。

精練的文筆固然是功力所在，但有觀點的文案，才算得上是好文案。

 在得出以上這個觀點之前，我寫過無數連自己也嚇得半死的可怕文案，也曾每天都被當時的創意總監批評得體無完膚，寫出來的東西一天到晚動輒要改三數十次乃平常事，交出去的標題老是覺得還可以再好一點。

所以，那時半夜下了班回家還是禁不住在寫。

我想是經過了那樣的過程，那種寫完不停想再寫的病態，感謝這一段過去，才讓我明白什麼是好文案，才讓我擁有了這些作品。