"Slow Reading to Understand in Seconds: Vista's Digital Good Copywriting Analysis Time": Revealing the mystery of copywriting for you

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Developing the right strategy is important, but even more important is the execution of the strategy.

──Yang Yuanqing, Chairman and CEO of Lenovo Group

When it comes to copywriting or writing essays, many people may frown and inadvertently think of many unpleasant memories. In fact, copywriting is not that difficult to get close to. Now let’s talk about a few things about copywriting!

First, please try to eliminate some past stereotypes or misunderstandings, and start establishing the correct copywriting mentality from now on.

From the feedback I have received from the copywriting courses I have taught in the past, I often find that although many people understand the importance of copywriting, they actually still have little understanding of copywriting. Therefore, I collected some common misunderstandings about copywriting from the public and made it into the following table. I hope it can be a reference for everyone:

[](https://www.book s.com.tw/products/0010794093?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201808)

I think the first point and the second point in the table are related and we can think about them together. You know, well-written copy usually only means that you understand the importance of marketing packaging and have a good start. Copywriting is just one of many supporting roles in the entire sales process. Don’t pay too much attention to the packaging and ignore the essence. Please note that the product or service itself is the protagonist.

A piece of reasonable and easy-to-understand copy can often help businesses shorten the distance with their audiences, or help remove customers’ defensiveness. But whether you can sell something with just a few lines of words depends mainly on the nature of the product itself, and even the right time, location, and people. To put it cruelly, even if the product is good or low-priced, it does not necessarily mean that it will be a hot seller. The value of the product ultimately depends on the customer’s own thoughts.

Price is important, but not the only one. As Ms. Zhou Pinjun, the founder of the well-known e-commerce companies “Tokyo Clothing” and “[Wstyle](http://www.wstyle](http://www.wstyle.com.tw/Shop/)” said, what consumers really want is not cheap products that they don’t like, but “things that they want to buy but the price is acceptable.” Only finding this golden intersection is the most important thing.

Overall, a good copy can highlight the value of the product and help the business owner gain points. As for the key factors that affect the value of the product, they include brand image, quality, price, packaging design, etc., as well as the entire journey of the customer before and after completing the consumption behavior. When a piece of copywriting is completed and successfully delivered to the audience, it is the beginning of the assessment and testing. There are so many factors involved in whether people will be moved and take action after reading the copy!

Let’s talk about “[Tips for writing copy](https://www.books.com.tw/products/0010794093?utm_source=vista&utm_medium=ap-books&utm _content=recommend&utm_campaign=ap-201808)”, many people tend to make a mistake, mistakenly thinking that they need to use all the gorgeous words in the world, or put all kinds of powerful popular terms into the copywriting, in order to impress people. In fact, this is unnecessary. If you blindly sell these meaningless adjectives and specifications to consumers, your senses will be numb after seeing them too much, let alone achieve the purpose of being moved.

The ideal copywriting should be easy to understand, so that customers can understand the benefits of the product and the appeal of the industry at a glance. Beautiful products must be matched with powerful slogans, so that they complement each other. When products are assisted by catchy slogans, it will not only make the brand image deeply rooted in people’s hearts, but also help to improve sales performance.

Just like every time I think of the product slogan of “Lion Stationery” “Imagination is your superpower”, I will always unconsciously twist my body along with the cute crayon cream lion and hum the melody of the advertising theme song to myself.

Finally, let’s talk about the relationship between copywriting and “product charm points”.

The so-called “charm point” actually refers to the specific benefits it brings to customers. It’s like I’ve been wearing a “Xiaomi bracelet” for a while. I rely on it to help me count my walking exercise every day, and occasionally monitor my sleep status. Later, I also bought one for my mother, and we originally planned to exercise together. But later I discovered that the biggest benefit of this bracelet to her was that it enabled the elderly to no longer miss calls from relatives and friends through the Bluetooth “call reminder” function, which made her feel particularly at ease.

It may be a good thing that a product has many charms and features, but if the marketing people are too greedy and want to write all the features and advantages into the promotional copy, it may blur the focus and easily lead to tragedy. For many novice copywriters, it is easy to make this mistake; therefore, I would like to remind everyone that customers will be grateful and moved by filling the entire copy with all kinds of benefits.

Think about how Jobs promoted the new generation of notebook computer MacBook Air? He didn’t mention much about CPU speed, memory capacity or comparisons with other competing products at the press conference. He just coolly took out the brand new MacBook Air from the brown paper bag in front of the public.

Just because of this action, the whole world instantly understood how thin, light and compact the newly released MacBook Air was? And how does the ultimate craftsmanship that Apple brings to the world subvert tradition and innovation?

In summary, the focus of copywriting is not the gorgeous vocabulary or the length of the text, but whether it can scratch the itch? As long as people feel that they are still unfinished and want to take action immediately, then they are sure to win!

This article is excerpted from the book “[Slow reading and understanding in seconds: Analysis time of good digital copywriting in Vista] (https://goo.gl/BjwM6V)”.

[](https://www.books.com.tw/ products/0010794093?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201808) [](https://www.books.com.tw/products /0010794093?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201808)

👉 If you want to get a signed book from Vista, the author of this book, meet a group of friends who love writing, and are also interested in listening to me talk about the development trends of copywriting and content power, please sign up to attend my “[New Book Launch Conference] (https://www.accupass.com/event/1807291638337082924140)” held at Fruit Coffee on August 20th.

👉 If you want to take a copywriting class in a systematic way with this book, you are welcome to sign up for the “[Vista Eye-catching Copywriting Class] (https://www.accupass.com/event/1807180243541220406123)” held by Capital Publishing on September 7 at the Benya Business and Conference Center.

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★ Photo Credit: Dmitry Ratushny

★ Vista’s “New Book Launch Conference”, the quota is running out, welcome to register now!

★Vista’s “Attractive Copywriting Course” will help you open up your writing context. You are welcome to sign up now!

★ 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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Further reading

• I watched “Slow Reading to Understand: Vista’s Digital Good Copywriting Analysis Time”: A journey of spiritual experience that resonates with consumers
• [I read “Slow Reading to Understand: Vista’s Digital Good Copy Analysis Time”: Suitable for those who want to learn copywriting and establish marketing concepts] (/blog/i-read-slow-reading-to-understand)
• I read “Making Women Buy Online: Copywriting and Design Principles to Create a 28x Repurchase Rate”: Master the exciting marketing rules

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