"National Taipei University Innovation and Entrepreneurship Center Copywriting Workshop" course experience: Learn writing skills, start with reading more, writing more and learning more

The author of this article is Liao Shixuan, a classmate of National Taipei University. Thank you for your permission to reprint. We hereby express our gratitude.

Rediscover the feeling of writing

I feel like I haven’t been able to write down what’s on my mind for a long time. I often feel that I’m so busy every day, busy attending classes, submitting reports, and studying. I used to think that keeping myself busy every day could be regarded as a “serious life” to a certain extent, but in fact I missed many feelings and discoveries in life. I haven’t written down my life for a long time, and my sensitivity to many feelings seems to be no longer what it used to be.

Due to my internship during the summer vacation, I needed to write a lot of copywriting, so I sorted out and observed the thoughts of many writers or text workers. Going back and listening to the teacher Vista’s sharing, I found it particularly rewarding, especially the strategies for editing.

Clarify important questions before writing

In my previous experience in copywriting, I often focused too much on “what needs to be communicated” but ignored the [audience](https://www.contenthacker.today/2019/05/your-first-step-of-content-marketing.htm l) The expectations and [brand value] (https://www.contenthacker.today/2017/12/teasoap-brand-story.html) after reading this post or article made the entire level not deep enough and failed to write a story that “truly touches the audience”. Before writing, don’t rush to find information about the product. You should first clarify the following items:

1. What is the purpose of this post and what needs to be communicated? What is the problem that needs to be solved?
2. Who is the target of communication? What would impress this audience? Or what are they like and interested in?
3. What are the features and advantages of the product, highlighting the differences between it and competitors?

How to capture the audience’s attention

After clarifying the above items, you need to think about: How to capture the attention of this audience?

1. In terms of content, it should be noted that a post or article is only suitable for discussing one key point to avoid making the main message of the article unclear. The title should be specific and clear, and avoid content farm or overly abstract words. For example, “10 must-visit wonderland” gives readers a weak picture of imagination. You can add 1 to 2 specific landmarks or themes to give the “wonderland” a specific image and explain why it is a “must visit”.
2. In terms of strategy, you can use stories, expert recommendations, popular keywords related to the topic, or catch up with topical current events.
3. In terms of tools, you can pay more attention to the information receiving channels used by the target audience to choose which social platform, TV broadcast, or physical store to achieve effective communication and exposure.

Practice of reading more, writing more, and learning more

However, the writing skills mentioned in the above strategies actually still rely on daily “read more”, “write more” and “learn more”. For example, on Facebook, there are many copywriters who share recent popular posts, and on Pinterest, there are also many sharing of copywriting and visual communication. Even occasionally, you can learn from TV commercials how to convey a “good story” through audio and video.

Through these “more readings”, I record the materials that I feel are touching (for example, I have a small notebook on my phone to record some copywriting and pictures that I think are good). But it is not enough to read and learn more. The key point is to “write more”. Only through practical practice can we have a deeper understanding of where our shortcomings lie.

Although writing plans are often postponed again and again due to laziness, as the teacher shared, you may write down your day on your own social platform or in a notebook, whether it is the new knowledge you learned today, the new friends you met, visiting a new restaurant, etc. These seemingly trivial [daily] (https://www.vistacheng.com/2020/04/time-has-wings.html) can also be a new beginning in discovering life!

Thank you Mr. Vista for sharing in the copywriting workshop, which reorganized many of my thoughts on writing. This knowledge about branding or marketing is not only applied to products. In many cases, we also need these skills and strategies to learn to “market ourselves” when applying for jobs or in interpersonal relationships!

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☕️ Invite Vista to have a cup of coffee

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