As someone with three years of copywriting experience, having written for brands like Marubi and Hanergy, I'd like to share a few thoughts, albeit unsolicited:
Most importantly, it's about improving sales skills. What is copywriting? I summarize it as sales techniques! Therefore, the essence of copywriting is sales, not just writing.
While copywriting jobs were rarely heard of in the past, businesses do need to think about and refine their sales pitches.
Street vendors' shouts and calls embody the art of copywriting. However, people are increasingly impatient these days, and even in business, people are unwilling to diligently refine their sales techniques, thus pursuing seemingly flashy but ultimately impractical things!
Many people now try to attract consumers' attention and persuade them to spend money by writing brilliant copy—essentially using words to control their minds. But for someone without sales experience, even the most eloquent writing is like building a cart behind closed doors.
It's not that you can't write good copy without sales experience, but to write good copy, you must carefully understand customer psychology and hone your skills through practical experience.
For example, once when I was buying groceries at the market, I glanced at a vendor selling liangpi (cold skin noodles). She immediately said to me, "Young lady, take a look! My liangpi is delicious! I guarantee you'll want to eat it again after you try it once."
It was a simple statement, but I felt it was a successful sales pitch because it attracted me to buy. I hadn't originally planned to buy liangpi, but after hearing her say that, I thought it might really be delicious, so I decided to try it.
This kind of experience is something the vendor had accumulated over a long period of selling liangpi. It seems simple, but it touches people's hearts. Copywriting that is detached from reality isn't good copywriting; the best copywriting is that which touches people's hearts and makes customers willing to spend money.
Having discussed this "principle," let's talk about the "technique." As many people say, writing more, reading more, thinking more, and observing more are all essential!
What to read, think about, and observe? Besides reading books, it's about observing and reflecting in daily life, studying other people's sales techniques, and applying them to your own writing.
Of course, some writing skills are necessary. You can benchmark against excellent copywriters, imitate their style, and hone your own delivery.
Actually, copywriting is very easy to get started with. How did I get started? I had no foundation before. By chance, I joined a copywriting community, where I practiced taking on projects and wrote a few pieces. After that, I figured copywriting wasn't so hard!
But now, looking back, I realize I was just a naive newcomer! I was only a beginner and had a long way to go! Just knowing book knowledge doesn't make you a scholar; real-life experience is key. To this end, I even did micro-business, something I used to look down on, just to figure out how to write more engaging copy.
Having gained some foundation, I later participated in many training camps, partly to gain inspiration and partly to expand my network. With copywriting, the most important thing is having someone to introduce you to channels. It's not that you're incapable; the key is lack of connections.
Of course, you can also find channels yourself, but this requires accumulation, is slow, and involves many detours.
Read more, observe more, try more, and if you have a certain level of comprehension, you will definitely improve your copywriting skills over time!
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