Content Operation Lesson 2 for Startup Teams: A Brief Discussion on Copywriting Content, From Genre, Form to Attributes
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Hello everyone, in a blink of an eye it’s time to share content operation skills with all my friends! Remember last time we mentioned the importance of “heart-to-heart”? Before everyone starts writing, you need to figure out who your content is for, so that you can design a clear content strategy based on your audience and market.
When it comes to the genre and form of content, regardless of whether it is published in print or electronic media, if we look at the length alone, the content that can be seen in the market can be roughly divided from short to long: slogans, short copy, long copy and general columns, articles and stories, etc.
A short and detailed copy
A slogan or slogan is an easy-to-remember motto or propaganda phrase used in political, social, commercial, military, or religious fields. It is mainly used to repeatedly express a concept or goal. For example, when you think of “imagination is your superpower”, do you think of the cute [Crayon Butterlion] (http://www.butterlion.com.tw/)?
As for short copywriting, it shoulders the dual task of making the meaning of the text easy to understand, but also allowing customers to understand product benefits and consumer appeals at a glance. I was particularly impressed by a spring tea called “Brother Wang’s Landscape” under the Green Inhand Group. The copy above said: “What day was it? What event brought Brother Wang back to the land, I didn’t ask. We boiled hot water and made tea in a simple white porcelain pot, and the water from a Taiwanese mountain was in the cup in my hand.”
Greeninhand use their sight and footsteps to discover details that we have never known, never cared about or have long forgotten, and restore the details of the love between people and the land. Look, is it not only a bit poetic like a literary youth, but also highlights the strong characteristics of Taiwan’s local agricultural products?
Generally speaking, when writing product copywriting, you need to pay attention to the following points, such as: informing the benefits that the product brings to customers, elaborating on the unique advantages of the product or service, highlighting the differences with competitors, providing a stunning impression, and proposing a call to action to drive continued consumption.
In addition to the difference in length, long and short copywriting are also slightly different in the timing of use: for products that often appear in our lives, short copywriting is more commonly used. This is because there is no need for too much explanation, and the product often only has small benefits. When business owners want to increase the preference of the brand, they can cleverly use short copy to stimulate the public.
Think clearly about the attributes and purpose of your content
Products that require explanation (especially new products that have just been launched) or high-priced products usually use long copy to establish the target audience’s demand for the new product, and it is also easy to encourage potential consumers to take direct action. There are indeed many aspects to consider in long copywriting. It is recommended that you look through business magazines such as “World”, “Business Weekly” or “Digital Times”. From time to time, there will be some good examples for reference.
The choice of content format is not only judged by length and genre, but also by attributes and purposes. For example, the common brand stories, vision statements, operating concepts, etc. on many corporate official websites are somewhat different from ordinary product copywriting. For example, the globally renowned Taiwanese high-end porcelain company [France Porcelain] (http://www.franzcollection.com.tw/) mentions on their official website that they take “benevolence” as their brand philosophy, put people first, learn from the traditional Chinese concept of “respecting heaven and loving things”, attaching great importance to the emotions and interactions between heaven, earth, all things and people, and emphasizing the corporate spirit of good people and good deeds.
As another example, Continental Engineering (http://www.continental-engineering.com/index.php), a well-reputed construction company in China, their corporate mission is to become a leading enterprise in the construction engineering industry in Asia by constantly pursuing corporate excellence and providing high-quality and professional services. Its business philosophy is to respect customers, take pride in improving professionalism, and create value. When you first come into contact with it, you may feel that this kind of article is a bit serious and stereotyped, but it cannot be denied that it also highlights the characteristics and essence of each company.
Good copywriting does not require a lot of fancy words
Whenever we talk about copywriting, it seems that people often have misunderstandings, thinking that it must be written in a literate manner, or that a lot of gorgeous words can be used to show the power of the writer. In fact, it does not mean that beautifully written copy can directly touch people’s hearts, or make people willing to listen to the call and take action. Just like intriguing pop music, there are many styles, and not every one of them has to be similar to the styles of Jay Chou and Fang Wenshan.
For example, about six or seven years ago, [DyDo Coffee] (https://www.dydo.co.jp/), which came across the ocean from Japan, used a story-telling technique to launch a series of advertising copywriting, such as “Before you lose weight due to salary, reduce sugar.”, “[Facing the examiner, take a cup of tea before smiling.](http://jasonplu s.pixnet.net/blog/post/23701445-dydo%E5%92%96%E5%95%A1%E5%B9%B3%E9%9D%A2%E5%BB%A3%E5%91%8A----%E4% B8%8A%E7%8F%AD%E6%97%8F%E7%B3%BB%E5%88%97)” and “When the head turns white, pour the black one into the stomach.” and so on.
This series of advertisements cleverly integrates the characteristics of coffee into the copywriting, trying to convey a life philosophy of office workers enjoying themselves (or feeling sorry for themselves?), hoping to gain resonance from consumers and strengthen the brand image of DyDo coffee. At first glance, DyDo’s advertising copy is quite similar to the “Quanlian Economic Aesthetics” series of ads launched by the Quanlian Welfare Center last year. They both approach the topic from the perspective of young people and design cool slogans.
But I suspect that the effects of the two may be very different. Quanlian’s image has long been deeply rooted in people’s hearts, and the “Quanlian Economic Aesthetics” series of advertisements launched last year successfully created a contrast and attracted the attention of young people.
On the other hand, DyDo’s series of advertising copy, although it reads quite novel, has won recognition from the 32nd Times Advertising Awards, such as the “Silver Award for Beverages in Graphics” and the “Silver Award for Technical (Print) Copywriting”, but I think that if the advertising copy can only win the favor of judges or professionals, but cannot enter the public eye, then the intention of painstakingly written content, as well as the effect of conveying and communicating will be lost.
The reason why copywriting content needs to be carefully crafted is because it is not just an ordinary literary creation. Although it cannot be said to be “writing to convey the truth”, it also carries the marketing motivations and intentions of the industry, so the usage scenarios and certain details must be paid attention to.
Therefore, if we want to write exciting promotional copy, in addition to making the text easy to understand and catchy, we must also pay attention to the context and logic hidden between the lines - can it be conveyed accurately? Or are they consistent?
Ideal copywriting should be able to effectively enhance the perception of the target customer group, so first clarify the product’s Unique Selling Proposition (https://wiki.mbalib.com/zh-tw/USP), then develop a corresponding content strategy, and then write according to needs and formats. As for whether to take a professional route or use a humorous style, it depends on the market positioning and product attributes.
New startup teams often need external publicity and exposure. With a limited budget, if they can organize their own official website, compile some frequently asked questions, and make good use of writing blogs, operating fan pages, etc. to promote externally, it is undoubtedly a good method of content marketing.
Similarly, if you need to start writing promotional documents for various products and services, please remember the above-mentioned principles. If a good idea cannot achieve the communication or marketing goals of the content itself, it will undoubtedly be a waste of resources for the new team, and they should be careful to put the cart before the horse.
If you are interested in content operations or [content marketing](h ttps://www.contenthacker.today/search/label/%E5%85%A7%E5%AE%B9%E8%A1%8C%E9%8A%B7) If you have any questions or comments on the topic, please leave a message below to communicate!
★ Featured image source: StockSnap
★ This article was originally published in ALPHAcamp
Further reading
- Experience from participating in the 2nd Content Hacking Lecture (CHL2)─Deconstructing previous experience and becoming your own editor-in-chief
- Experience from participating in the 2nd Content Hacking Lecture (CHL2)─Write a blog with your own style, and the ranking can also change the content
- The secret of content marketing that turns passive into proactive─sharing the summary of the 2nd Content Hacking Lecture (CHL2)
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