Capture readers’ attention from copywriting and create the value of words
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The author of this article is Ms. Carol Huang, whose nickname is Xiaobu. She has been engaged in marketing planning, fan page management, etc. I usually love traveling and food, and I like to record every moment of emotion in words. Now I am a volunteer for TeSA (responsible for copywriting and recording), hoping to convey beautiful values to everyone’s hearts through the power of marketing.
On July 26, Xiaobu participated in the “[Writing Practical Skills Special Class] (https://tesa.today/article/271)” internal training course organized by TeSA and listened to Vista share about [Copywriting] (http s://www.contenthacker.today/search/label/%E6%96%87%E6%A1%88%E5%AF%AB%E4%BD%9C?&max-results=6)’s secrets and how to grab readers’ attention from your copy? Then understand how to encourage readers to take action, thereby creating the value of words.
What is copywriting?
Copywriter is a manuscript used in image advertisements, TV advertisements, web banners, etc. in newspapers, magazines, posters and other print media or electronic media to promote products, companies, ideas or ideas, or a person who makes a career out of it.
Vista pointed out that copywriting that everyone often encounters currently includes slogans, business plans, company profiles, product profiles, press releases, official websites, blogs, e-newsletters, promotional materials, sales presentations, investment information, etc. The skills of copywriting are nothing more than writing more, practicing more, collecting more ideas and materials, and observing the dynamics of pedestrians on the road. For example, walking into a convenience store to see the latest promotional information, coming to a movie theater to see the latest popular information, observing the usage behavior of elders… etc. Telling stories with heart is often more important than having good eloquence and writing skills. Stories described with your own personal case and point of view are most likely to move customers.
How to catch attention through copywriting?
Vista pointed out that today’s people are busy at work and have many choices. The average person read title will only spend 2 to 8 seconds on news they have never seen before. In other words, “it is not unusual for dogs to bite people.” On the contrary, it is news about people biting dogs that arouses the curiosity of the audience. The idea of the slogan must be both rational and emotional, direct and powerful, seduce readers’ motivation or interest, and show specific benefits to readers, so as to avoid the risk of misunderstanding.
Usually, copywriting that touches people’s hearts does not depend on whether the writing is good or not, but on smoothness, usability, and whether it can effectively convey the correct concepts to readers. The copywriting communication target must be clear. The content is what the customer needs. Making good use of numbers can increase the credibility of the article. Use step-by-step slogans to let readers fall into the situation and imagine a beautiful beginning. Use your brain more to apply ingenuity, look for more examples for reference, and look for more information in the original text.
Teacher Vista suggested that you can look at how Uber and Airbnb use sales copy to manage users, or read more product copy on Apple’s website. The focus of copywriting is that the content should be written for readers, keeping in mind the value of benefits to users, and benefits should outweigh features.
How does copywriting aid communication?
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Features: Apply product functions to convey concepts. For example: paper clips have smooth ends and are light in weight, less than one gram. Not only are they cheap, they can also be recycled.
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Advantages: Establish a company brand, position products, and differentiate in the market. For example, creating the topicality of paper clips can help you find paper clip customers as quickly as possible.
*Benefits: The value and benefits it brings to readers. For example: The advantage of a paper clip is that it can be used to hold letters without paying extra postage and without scratching the paper. From this small paperclip, readers can learn more about natural resources and care for the earth more.
Copywriting requires focusing on three abilities:
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Writing skills: The article must be smooth, there must be no typos in the text, punctuation must be used appropriately, and the content of the article must arouse the reader’s interest.
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Expression ability: The logical structure of the text should be clear, and you should have the ability to summarize, organize and express clearly. It is recommended to package it in the form of storytelling to resonate with readers and leave a good impression.
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Value ability: Focus on the reader, think more about what the reader wants rather than what you want to express, create benefits for the reader in solving problems, and thereby bring them closer to each other.
All in all, now is the era of all-employee marketing. Only by understanding more about the characteristics and value of products can we drive changes in the market. Words are meant to leave a good impression on readers. You can build your own database anytime and anywhere to accumulate more experience. Let the copywriting be innovative and use the expressive power of words to encourage people to take action, share good things in a timely manner, and bring impetus for change in Taiwan.
★ This article was originally published on TeSA website. Thanks to the author for permission to publish it.
★ Image source: pixabay
★ Welcome to like the “Vista Writing Companion Program” fan page!
★ Do you want your copywriting to be liked by more people? Come and watch “[Slow Reading and Understanding in Seconds] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)”.
★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
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