Start from the perspective of the target audience and write copy that makes people feel.
On February 2, 2021, I went south to Chiayi to teach and share issues related to social marketing and media communication with several colleagues in charge of marketing planning at Ruan Opera Troupe (https://ourtheatre.net/). In just three hours, in addition to talking about community management, I also provided some of my own observations on copywriting, content marketing, and other relevant topics that are currently hotly debated.
I saw that Nguyen Opera Troupe has been successful in Chiayi in recent years, and its fan page has more than 20,000 likes, which feels great. However, how to convert the power of these fans into box office is an issue that everyone is concerned about. Later, we focused on how to write copy that makes people feel.
☞Extended reading☜
- Nguyen Troupe’s official website, fan page
Copywriting is no longer the exclusive preserve of advertising agencies
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. When it comes to copywriting, it seems that these areas are out of reach for ordinary professionals, and companies usually have to spend a lot of money to buy proposals from advertising agencies.
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 send out. It represents a brand’s vision and vision.
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.
Start by setting your target audience
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.
☞Extended reading☜
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…
For arts and cultural organizations like Nguyen Opera Troupe, paying attention to content production is indeed a great start! However, just writing some “literary and youthful” copywriting is not considered a success. Please remember that you need to start from the perspective of the target audience; in this way, you can win more eyeballs and resonance!
Having said that, I like their official website very much, and I look forward to seeing more good programs in the future, as well as good copywriting that has warmth, emotion, and can directly touch people’s hearts.
Please give Vista a cup of coffee
☕️ Invite Vista to have a cup of coffee
📖 深入探索相關主題
