"Slow Reading to Understand in Seconds: Vista's Digital Good Copywriting Analysis Time" New Book Launch Briefing: An Essential Guide to Appreciating the Essence of Written Communication 2.0
The recommender of this book まろ (opens in a new tab) is the author of the light novel “Southern Cross” (opens in a new tab). He has worked in online game and pop music planning, and has many years of experience in corporate website and service platform planning. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
This summer, there are two important things: 1. Teacher Vista’s new book “Slow reading and understanding in seconds: Vista’s digital good copywriting analysis time (opens in a new tab)” is published, 2. Teacher Vista held a new book launch party at Fruit Coffee on August 20th. I’m honored to be a part of both.
You may have seen the book introduction I wrote ""Slow reading and understanding in seconds: Vista’s digital copywriting analysis time”: an essential guide to appreciate the essence of text communication”. However, when Mr. Vista invited me to share with him a few days before the presentation, I was flattered, but also noticed that the previous book introductions still had shortcomings.
data-ad-format=“fluid”
data-ad-client=“ca-pub-7348191874303466”
data-ad-slot=“1572728513”>
Therefore, I specially wrote this briefing, you can call it ""Slow Reading and Understanding in Seconds: Analysis Time of Digital Good Copywriting in Vista”: An Essential Guide to Appreciating the Essence of Text Communication 2.0” (laughs). So, let’s enter this spiritual journey of text communication together!
People’s perception of “good” or “bad” is not only very subjective, but also very intuitive, so natural that you may not be aware of the details. For example, you may think that a certain dish is delicious, but that is just a feeling. But in fact, this is the result of a combination of various flavors and textures. Your brain completes many judgments in an instant and gives you the conclusion that it is “delicious”.
But as a creator, your position is different. You need to know how to choose materials, how to lay them out, how to cut through them, and even how to present them to your customers. Therefore, I believe that from this moment on, you must carefully chew on the words and words that touch your heart in order to create copywriting that directly touches the hearts of customers.
There are many copywriting books on the market, and many of them claim to be effective if you just “copy” them. I don’t want to deny this outright, but I would like to ask you to look at two examples.
Until yesterday, I saw a book titled “Attack on the ○○○” published. This template still exists in movies and TV shows of various themes, not to mention that there were two movies with the same title of “Big ○○ Family” released together. Perhaps, this is also a kind of fun, but does it make your customers (or viewers) laugh with genuine recognition, or laugh at it?
(opens in a new tab)
Let me give you another example. Everyone knows that ketchup and Chicken McNuggets are a perfect match. What about tomato sauce with rice? Guess?
It’s omurice without omelette, like oyster omelette without oysters, right?
Why? Because of the truly amazing written communication, every word is carefully quenched, how could it be randomly combined?
You may have seen “audience”, “features” and “goals” in many books. Or maybe you have often written and communicated like this, but you still feel that something is missing?
Yes, because you didn’t brew. This preparation is like carefully considering the correct angle and entry point. In baseball, you don’t hit a home run with a strong swing. If you miss the sweet spot, you just hit a ball out of bounds. Isn’t it the same when communicating with others?
Therefore, this book does not tell you any magic theorems, nor does it tell you who to imitate in swinging the bat, but guides you in the right direction.
Did you know? When a railway is laid, a deviation of less than one degree will lead to it going in the completely wrong direction after a few kilometers. Of course, it is not easy to figure out the completely correct angle. In fact, it has to be continuously revised. Therefore, you need the right direction more than following the same pattern.
I think the most important thing is to make the other person feel that “you understand him.” To take an extreme example, it is easy to attract people. Just send cash, iPhone or delivery coupons, but will this help promote your business? In the eyes of your customers, are you valued as a giver of freebies or as an important partner in life?
You have a good product or service, how do you get customers to accept it and buy it? At this time, you need “expression”, “persuasion” and “inspiration”.
(opens in a new tab)
In the end, you are no longer a chattering salesman, but you have to convey a value and concept that is deeply fixed in the hearts of customers.
To do this, you have to think deeply about how your product or service can help your customers? Even if possible, maybe it can change the other person’s life?
The terms “creative”, “super”, and “the strongest on the surface” have all been played to pieces. Going back a little further, there are also seniors such as “advanced” and “multimedia”! Don’t let your value proposition be as vague as the clouds. What you need is an entry point that customers can’t resist and stop!
At the same time, you must also be careful to get past the other person’s glass heart. If I ask you bluntly: “Do you want happiness?”, I think most people’s answer will be “Of course I do”, or more pointedly, “Why do you think I don’t have it?”, “I don’t need this kind of thing.”
OK So, I have a family RV with happiness as standard equipment. Do you want it? I didn’t say you “have no happiness”, nor did I say you “need happiness”. But I know that you want this car. As for the value of happiness, it’s fine if you know it and I know it. Why bother to break it (laughing).
This copywriting is definitely a classic and is worth your careful consideration. Please take it with this book.
A very thoughtful thing about this book is that it provides the above six copywriting methods. I was working as a PM at a game company, and after I left, I wrote press releases for my friend’s record company. I originally thought that the writing would be similar, but I didn’t expect that I kept getting shot at by music channels. Later I understood the difference. I wish I had known the teacher ten years earlier (laughs).
If you just met the teacher today, you should take advantage of it!
(opens in a new tab)
Although good works absolutely require time to be conceived and pondered, it does not mean that you should rush around and waste precious time on “sharpening a sword for ten years.” There is not much time in life to start over again. First take the right path, and then use your unique creativity in it.
Friends, don’t waste your time and energy on ineffective methods. To be honest, creating is never easy. But also because of this, you can have unique value.
Do you want to be an artist? Or use a copy-and-paste copywriter?
Come and reinvent copywriting with us!
Further reading
- “Slow-reading-to-understand-in-seconds-1: Vista’s digital copywriting analysis time”: an essential guide to appreciate the essence of text communication
- “Content Power Advanced Copywriting Workshop” course experience: If you want to write a good and in-depth article, please start by exploring the essence
- “Content Power Advanced Copywriting Workshop” Course Experience: Master the basic points and writing is easy
Next step
Bring this topic to your team
Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
