Welcome the new era of copywriting: start by setting your target audience and precise positioning
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Today I am very happy to have the opportunity to meet with several media colleagues and discuss [copywriting](https://cse.google.com/cse?cx=partner-pub-7348191874303466:9203125300&q=%E6 %96%87%E6%A1%88%E5%AF%AB%E4%BD%9C&oq=%E6%96%87%E6%A1%88%E5%AF%AB%E4%BD%9C&gs_l=partner-generic.3…221 2.3925.0.4212.0.0.0.0.0.0.0.0..0.0.gsnos%2Cn%3D13…0.2094j449630j15j3…1j4.34.partner-generic..0.0.0 .), Content Marketing and other related topics that are currently in the spotlight. While sipping a cup of coffee, we discussed with each other the bottlenecks that the general public encounters when writing copywriting, and whether there are any misunderstandings or blind spots that need to be overcome. I also take this rare opportunity to share with you the phenomena I have observed while teaching in recent years.
In the past, people would think that copywriting was a sacred thing, as if it was the exclusive preserve of copywriters and creative directors in 4A advertising companies. It is difficult for ordinary professionals to access these areas, and companies usually have to spend a lot of money to buy proposals from advertising companies.
Therefore, some friends will have the illusion that those meaningful and eye-catching copywriting are all made with money; some even think that good copywriting, gorgeous words, and unconstrained creativity are enough to equate it!
Copywriting is more than just a few slogans, it is a declaration of courage that advertisers help companies issue. It represents a brand’s vision and vision.
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As the times evolve, you will find that the copywriting styles that appear in various media today are slowly beginning to change. There is no doubt that 4A advertising companies still lead the creative trend, but more community editors or e-commerce operators have also taken up writing copywriting… Even if these friends are not familiar with the logic and rules of copywriting, they can revise as they go and gradually find suitable writing guidelines.
Regarding the needs and development of copywriting, everyone began to have some different ideas. If we use martial arts training as an analogy, in the past, everyone might have noticed the “moves” first - for example, when they saw the product copywriting launched by well-known companies such as Eslite Bookstore, Zhangshengguoli or Quanlian, they would first notice the corporate image, artistic conception and beauty they wanted to convey.
Nowadays, although “moves” are important, many people have also begun to pay attention to the cultivation of mental methods and internal skills. Therefore, before writing copy, everyone will set a precise target audience, and use words and language to mobilize the audience’s existing cognition, thereby completing a process of grafting their own brand awareness.
Mi Meng, a well-known writer on the other side of the Taiwan Strait, once shared her [writing formula] (https://www.meihua.info/a/71027): choose one of fifty topics, go through level four interviews and five hours of interactive writing, and then choose a hundred titles and vote in a WeChat group of 5,000 people. Finally, make a 10,000-word data analysis report for an article.
Perhaps, not every company can complete such a complicated process, but please remember that writing articles or product copywriting is actually a process of continuous optimization. If we want to write good and impactful copy, it is not enough to pile up vocabulary or come up with creative ideas. We need to start by setting the target audience and precise positioning…
If you need some assistance or guidance, you are welcome to sign up for the second phase of the “[Vista Writing Companion Program] (https://www.facebook.com/vista.writing.program)” which will be launched in April 2019.
★ 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)”
★ Photo Credit: Matt Ragland
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