Understanding copywriting: starting from form, attributes and timing of use
Remember last time I mentioned the importance of talking to target audience? Before you start writing, you need to figure out who the copy is for so that you can design a clear content strategy for the market and potential customers.
When it comes to the genre and form of content, regardless of whether it is published in print or electronic media, if we look at the length alone, the content that can be seen in the market can be roughly divided from short to long: slogans, short copy, long copy and general columns, articles and stories, etc.
A slogan or slogan is an easy-to-remember motto or propaganda phrase used in political, social, commercial, military or religious fields. It is mainly used to repeatedly express a concept or goal.
For example, when you think of “imagination is your superpower”, do you think of the cute Crayon Butter Lion?
As for short copywriting, it shoulders the dual task of making the meaning of the text easy to understand, but also allowing customers to understand product benefits and consumer appeals at a glance.
I am very interested in a product called “[王大哥的山水]” (https://www.greeninhand.com/product.php?CateID=6&ProductID=19&utm_campaig) n=Vstar&utm_medium=email&utm_source=Revue%20newsletter)“‘s Spring Tea is particularly impressive. The copy above reads: “What day was it? What thing made Brother Wang return to the land? I didn’t ask. We boiled hot water and made tea in a simple white porcelain pot, and the water from Taiwan’s mountains was in the cup in my hand. &utm_medium=email&utm_source=Revue%20newsletter) use their sight and footsteps to discover details that we never knew, never cared about or have long forgotten, and restore the details of the love between people and land. Look, is it not only a bit poetic like a literary youth, but also highlights the strong characteristics of Taiwan’s local agricultural products?
Generally speaking, when writing product copy, you need to pay attention to the following points, such as: informing the benefits that the product brings to customers, explaining the unique advantages of the product or service, highlighting the differences with competitors, providing a stunning impression, and proposing a call to action to drive the willingness to continue consumption.
When to use long and short copywriting
In addition to the difference in length between long and short copy, there are also slight differences in the timing of use:
Products that often appear in our lives often use short copywriting. This is because they do not require too much explanation, and the products often only have small benefits. When business owners want to increase the preference of the brand, they can cleverly use short copy to stimulate the public.
Products that require explanation (especially new products that have just been launched) or high-priced products usually use long copy to establish the target audience’s demand for the new product, and it is also easy to encourage potential consumers to take direct action. There are indeed many aspects to consider in long copywriting. It is recommended that you look through business magazines such as “World”, “Business Weekly” or “Digital Times”. From time to time, there will be some good examples for reference.
Brand Story and Vision Statement
The choice of content and form is not only judged by length and genre, but also by attributes and purpose. For example, the common brand stories, vision statements, business philosophy, etc. on many corporate official websites are different from ordinary product copywriting. For example, the globally renowned Taiwanese high-end porcelain company [France Porcelain] (http://www.franzcollection.com.tw/?utm_campaign=Vstar&utm_medium=email&u tm_source=Revue%20newsletter), it is mentioned on the official website that they take “benevolence” as their brand philosophy, put people first, follow the traditional Chinese concept of “respecting heaven and loving things”, attaching importance to the emotions and interactions between heaven, earth, all things and people, and emphasizing the entrepreneurial spirit of good people and good deeds.
As another example, the domestic construction company [Continental Engineering] (http://www.continental-engineering.com/index.php?utm_campaign=Vstar&utm_medium=email&utm_source=Revue%20newsletter), a well-reputed construction company, their corporate mission is to become a leading enterprise in the construction engineering industry in Asia by constantly pursuing corporate excellence and providing high-quality and professional services. Its business philosophy is to respect customers, take pride in improving professionalism, and create value. When you first come into contact with it, you may feel that this kind of article is a bit serious and stereotyped, but it cannot be denied that it also highlights the characteristics and essence of each company.
Copywriting does not have to be gorgeous but it must be precise
Having said that, every time I talk about copywriting, it seems that many of my friends often have misunderstandings, thinking that it must be written in a literate manner, or filled with a lot of gorgeous words, in order to show the power of the writer.
In fact, it does not mean that beautifully written copy can speak directly to people’s hearts, or make people willing to listen to the call and take action. Just like intriguing pop music, there are many styles, and not every one of them has to be similar to the styles of Jay Chou and Fang Wenshan.
Well, let me give you another example.
I still remember that about ten years ago, DyDo coffee, which came across the ocean from Japan, used a storytelling technique to launch a series of advertising copywriting, such as “[Before you lose weight on salary, reduce sugar.](http:/ /www.mycfbook.com/photo/di-shi-liu-jie-shi-bao-shi-jie?utm_campaign=Vstar&utm_medium=email&utm_source=Revue%20newsletter)”, “[Facing the examiner, before smiling, take a latte.](http://jasonplus.pixne t.net/blog/post/23701445-dydo%E5%92%96%E5%95%A1%E5%B9%B3%E9%9D%A2%E5%BB%A3%E5%91%8 A----%E4%B8%8A%E7%8F%AD%E6%97%8F%E7%B3%BB%E5%88%97?utm_campaign=Vstar&utm_medium=em ail&utm_source=Revue%20newsletter)” and “When the head turns white, pour the black into the stomach.” etc. Do you have any impression? This series of advertisements cleverly integrates the characteristics of coffee into the copywriting, trying to convey a life philosophy of office workers enjoying themselves (or feeling sorry for themselves?), hoping to gain resonance from consumers and strengthen the brand image of DyDo coffee.
At first glance, DyDo’s advertising copy and the “[Quanlian Economic Aesthetics]” (http://www.ryuichiru.tw/2015/03/pxmart-television-commercial.html?u tm_campaign=Vstar&utm_medium=email&utm_source=Revue%20newsletter)” series of advertisements are somewhat similar in approach and purpose. They also approach the perspective of young people and design cool slogans. But I suspect there may be some gap between the two effects. Quanlian’s image has long been deeply rooted in people’s hearts, and the “Quanlian Economic Aesthetics” series of advertisements successfully created a contrast and attracted the attention of young people.
On the other hand, DyDo’s series of advertising copy, although it reads quite novel, has won recognition from the 32nd Times Advertising Awards, such as the “Silver Award for Beverages in Graphics” and the “Silver Award for Technical (Print) Copywriting”, but I think that if the advertising copy can only win the favor of judges or professionals, but cannot enter the public eye, then the intention of painstakingly written content, as well as the effect of conveying and communicating will be lost.
☞Extended reading☜
Copywriting The reason why the content needs to be carefully crafted is because it is not just a general literary creation. Although it cannot be said to be “writing to convey the truth”, it also carries the marketing motivations and intentions of the industry, so the usage scenarios and certain details must be paid attention to.
Therefore, if we want to write exciting promotional copy, in addition to making the text easy to understand and catchy, we must also pay attention to the context and logic hidden between the lines - can it be conveyed accurately? Or are they consistent?
The ideal copywriting should be able to effectively enhance the perception of the target customer group. Therefore, the unique selling proposition of the product should be clarified first (https://wiki.mbalib.com/zh-tw/USP?utm_campaign=Vstar&utm_medium=email&utm_source=Revue%20newsletter) (Unique Selling Proposition), and then the corresponding content strategy should be developed, and then the writing should be based on the needs and format. As for whether to take a professional route or use a humorous style, it depends on the market positioning and product attributes.
Small and medium-sized enterprises often need external publicity and exposure. With a limited budget, if they can organize their own official website, compile some FAQs, and make good use of writing blogs, operating fan pages, etc. to promote externally, it is undoubtedly a good method of content marketing.
Similarly, if you need to start writing promotional documents for various products and services, please remember the principles mentioned above so that your beautiful ideas can achieve the expected marketing goals.
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