Analysis of creative strategies and methods for cross-border e-commerce copywriting

Writing cross-border e-commerce copywriting is a complex task that combines art and science. Its purpose is not only to convey information, but also to touch people’s hearts. This article will combine two perspectives. On the one hand, it will introduce the basic methods of copywriting creation: Vertical thinking and Horizontal thinking; on the other hand, it will explore eight major strategies for copywriting creativity, including Based on reality, Highlighting individuality , Seeing the big from the small, Eliminating the complex and simplifying it, Focusing on literary talent, Moving people with emotion, Being behind the lines > and surprise.

Basic methods

Vertical thinking

Vertical thinking is a highly logical way of thinking, which requires creators to delve deeply into topics within a fixed range and pursue depth rather than breadth of thinking. This method is suitable for situations where you need to demonstrate scientific logic or construct a reasonable narrative scenario. For example, classic copy from National Geographic and U.S. Army recruitment ads during World War I both used vertical thinking and successfully attracted audiences through logical and rigorous language.

Horizontal thinking

Different from vertical thinking, horizontal thinking emphasizes horizontal association and encourages breaking out of conventional thinking patterns to find new solutions. This method is particularly suitable for situations where innovative breakthroughs are required. In recent years, many successful cases, such as the advertisements of SK2, Momo and some travel companies, have achieved good results by mixing these two ways of thinking.

Creative Strategy

Based on truth

Authenticity is the lifeblood of copywriting, whether through visual performance, personal testimony, or providing solid evidence, it is designed to enhance the credibility of copywriting. Authentic copy not only builds trust between a brand and consumers, but also makes the message more persuasive.

Highlight individuality

In order to stand out in the fierce market competition, product or service copywriting needs to clearly express its unique value proposition. This means clearly conveying the message of “who am I” and “who am I” to help consumers quickly identify the brand.

Seeing the big from the small

By describing the details to magnify the highlights of the product, the copywriting can be made more vivid and interesting by using the small to see the big. This technique often effectively conveys the brand’s core competencies.

Delete the complex and simplify it

Concise and powerful language can often capture the readers’ hearts better. Copywriting should strive to be concise and avoid long and complicated expressions.

Focus on literary talent

Literary copywriting can enhance the reading experience and thereby improve the effectiveness of information dissemination. For example, the poetic copywriting written by some courier boys has become popular online.

Moving people with emotion

Emotional resonance is an important bridge connecting brands and users. By stimulating an emotional response in the reader, copy can better achieve its communication purpose.

Beyond the lines

Obvious expressions are often more attractive than straightforward statements. Clever use of hints or symbols can enrich the connotation of the copy.

Win by surprise

In the era of information explosion, only those creative ideas that dare to break the rules can really attract people’s attention. Therefore, it is important to try to use contrast, exaggeration and other techniques to create refreshing copywriting works.

To sum up, the creation of cross-border e-commerce copywriting not only requires mastering basic thinking methods, but also requires the flexible use of a variety of creative strategies in order to achieve the best market effect. Whether you build a copywriting framework through vertical or horizontal thinking, or use any of the above strategies, the ultimate goal is to better communicate with your target audience and leave a deep impression on them.