Recommended preface to "77 Copywriting Promotion Tips That Will Make People Buy Finger-Chopping": Copywriting is a spiritual journey
The essence of copywriting
Well, what is copywriting (opens in a new tab)? How is it different from ordinary articles?
If you have students who have taken my Copywriting Class (opens in a new tab), you will definitely know: Copywriting (opens in a new tab) is actually not just about writing, but also a spiritual journey.
In other words, successful copywriting will comprehensively reflect all your experience and professional knowledge, and at the same time help you process this information and convey it to the target audience (TA, Target Audience) for the purpose of selling products or services.
Three principles of copywriting
The author of “77 Copywriting Promotion Techniques to Force People to Buy Fingers (opens in a new tab)” Tetsuya Kawakami (opens in a new tab) is a very experienced senior advertiser. He mentioned in the book that you need to pay attention to three basic principles when writing copy, namely: making the other party think it is relevant to you, using powerful words, and making the other party think: “Why?”.
I very much agree with these three principles. Just like every time in class, I always remind my classmates to think clearly before writing product copy: Who will read this copy? Which ethnic group do you want to impress? What product do you want to recommend? What’s unique about it? There is another important point, that is, what is the purpose of this copywriting?
Many people tend to make a mistake. They always like to write what they want to write in their advertising copy (for example, they spend a lot of time introducing functions, specifications or prices, but never talk about the special user experience and benefits to consumers), but they never think about what potential consumers care about? You know, if we cannot think from the same perspective as the masses, no matter how gorgeous the copywriting is, it will be difficult to be effective.
There are actually quite a few copywriting books on the market. Whether they are imported from Europe and the United States or written by domestic authors, most of them talk about writing theories or focus on case introductions. Although some classic cases are wonderful and worthy of careful appreciation, if we cannot clearly understand the context of their ideas, designs, and the principles behind them—after all, it is still difficult for us to copy the original creator’s success secrets (opens in a new tab) and valuable experience.
The Japanese writer Tetsuya Kawakami (opens in a new tab)’s book “77 Copywriting Promotion Techniques That Will Make People Buy Fingers (opens in a new tab)” can be understood from the title that it mainly teaches skills to promote sales. In other words, it is to use the power of copywriting to help everyone catch the attention of consumers, and then convey a unique value proposition, and finally continue to stay in everyone’s heart and have an impact on consumer decisions.
I am not unfamiliar with the author of this book (opens in a new tab) because I have read his works before, such as “[Why Super Salespeople Want to Learn Story Selling]“(https://www.books.com.tw/exep/assp.php/vista/products/0010707613?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campa (opens in a new tab) ign=ap-201708)”, “Xingxingshan’s “Miracle Shop” defeats the corporate whale (opens in a new tab)” and “Why do people who can tell stories make more money? (opens in a new tab)》etc. This time, he brought us “77 Copywriting Promotion Techniques That Will Make People Buy Fingers (opens in a new tab)”, which can be said to be a teaching manual focusing on teaching practical skills in advertising copywriting.
Book recommendation
The reason why I particularly like this book (opens in a new tab) is that the author is good at using simple words to explain and can give a lot of examples. I believe you will have a better understanding after reading it. In fact, there is no other way to write good copy, you must rely on a lot of reading, observation and practice. If you are interested in copywriting, I am happy to recommend this good book (opens in a new tab) to everyone.
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★ Do you want your copywriting to be liked by more people? Come and watch “Slow Reading and Understanding in Seconds (opens in a new tab)”.
★ To improve your content power, please don’t miss the online course “Content Power: The Super Power of Building Brands (opens in a new tab)”
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
