"Vista Cocoon Diary": Five tips for good copywriting
Photo by Paige Cody (opens in a new tab) on Unsplash (opens in a new tab)
July 24, 2021
Hearing too much unfortunate news this year has made people a little fragile and sad. Fortunately, the fireworks and typhoon passed by and only brought abundant rainfall.
It falls on the weekend, and the typhoon has just left. I guess many friends are resting at home, right? But for me, today is still a work day. I was originally supposed to go south to Chiayi to teach, but due to the epidemic, I had to change it to an online method.
It is very important for a professional lecturer or business consultant to be able to adapt to the changing times of the market and the various needs of clients. Nowadays, I have adapted to the online teaching mode, and I can say that I am very familiar with it! As long as you open Zoom or Google Meet, you can teach with your colleagues scattered across the screen at any time.
This course is hosted by the Culture + 1 Manufacturing Institute (opens in a new tab) under the Chiayi City Government, and the theme of the course is “Brand and Product Copywriting Workshop (opens in a new tab)”. As the name suggests, I will introduce you to the writing skills of brand stories and product copywriting within two hours. This time, there were as many as 95 applicants, which made me feel extremely honored!
Since the course focuses on brand and product copywriting, I will use case explanations and practical exercises to lead everyone into the world of copywriting. I wonder if you are also interested and want to know how to write good copy that makes people feel (opens in a new tab)? Here, I will also briefly share five tips for writing good copy:
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Direct and powerful appeal: After entering the 21st century (or the era of fragmented information), there have been great changes in the field of copywriting. Nowadays, people don’t have much patience, and attention has become a rare currency. Therefore, the focus of copywriting is no longer on the quality of writing, but on the state of conciseness, power, speed and effectiveness.
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To seduce readers’ cuteness or interest: People’s tolerance on the Internet is only 8.3 seconds, which means that if the web page is not loaded within 8 seconds, netizens will lose patience and leave. If the copy we write doesn’t grab the reader’s interest in just a second or two, then it’s probably all in vain. Therefore, copywriting that can combine current events and highlight human nature will be more popular than content that just makes sense.
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Show specific benefits: Only by understanding what the target audience (opens in a new tab) really cares about can you write content that they find important and willing to pay attention to; having said that, if you want to make people feel, you must first show specific benefits through copywriting.
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Avoid the risk of misunderstanding: When writing articles or product copywriting (opens in a new tab), many people occasionally want to show off their writing skills. You know, it’s great to have a wonderful pen, but you have to be very careful not to make it self-defeating! Well, you should pay special attention to some common taboos or risks when writing. In addition, when providing product information, you should also pay attention to the form, genre and communication method of the content!
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Narratives that are both rational and emotional: Making good use of scientific evidence, data and celebrity testimonies can establish the authority of the copywriting, while using storytelling techniques can allow people to automatically project emotions into specific situations and create connections. There are indeed many kinds of copywriting that can make people’s hearts flutter, but if it can be both rational and emotional, it will definitely leave a deep impression on people and make them willing to follow call to action (opens in a new tab).
After reading the above introduction, if you find it interesting and want to know more about copywriting skills, please feel free to write to me to discuss it. Or, you can also consider buying my copywriting book “Read slowly and understand in seconds (opens in a new tab)”. I believe it can bring you a complete concept of copywriting!
★ Welcome to sponsor a cup of coffee and cheer for Vista! You can also express your support by sponsoring multiple times, thank you.
★ Want to learn content marketing techniques? Welcome to register for the online course “Content Power: The Super Power of Building Brands (opens in a new tab)”.
Further reading
- “Vista Cocoon Diary”: High-impact Aesthetic Copywriting
- Best-selling author teaches you to become a master of AI copywriting
- How to write opening copy? Create an irresistible celebration temptation
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
