After designing the other parts of the cross-border e-commerce copywriting, the main text writing does not need to be too complicated. When writing, convey the ideas of the copywriting in the most understandable way, pay attention to the logic of the writing, and most importantly, make it understandable to the audience.
(I) Direct style
The direct style is a direct narrative method, without beating around the bush or being mysterious. It generally directly displays the characteristics of the product or the benefits it can bring to consumers. For example, Nongfu Spring’s one-sentence copywriting “Nongfu Spring ‘a little sweet'” is very direct and clear at a glance, successfully helping Nongfu Spring leap into the top three in the national pure water market.
Blunt and short copywriting is also a powerful form of main text writing. The familiar copywriting of Melatonin can be said to be a classic example – “I will not accept gifts during the holidays this year, and I will only accept Melatonin.” It is simple and crude, which increases the popularity of Melatonin and makes many people give priority to Melatonin as a gift during the New Year and other festivals.
This directness is also reflected in the honest description of the current situation. The copywriting of the American Avis Car Rental Company, “Avis is only second in the car rental market, but why choose us?” directly states that they are “only second”. Of course, this is also true. Not only that, when Volkswagen, which ranks first, says that it has many users, it continues this routine and says in the copywriting, “There are few people here, and you don’t have to queue up to rent a car.” As a result, such copywriting has achieved success, making more and more people choose Avis.
In addition, this directness has the effect of being concise and rich in meaning. For example, Hongxing Erke’s “To be No.1”, Xtep’s “Feeling like flying”, and Lenovo’s “What will happen to the world if humans lose Lenovo” are concise, direct, and have double meanings, using simple words to express rich connotations.
(II) Progressive
The progressive type means that the relationship between materials in the text is layered and developed in depth, and the expression of the later materials can only show deep meaning on the basis of the previous materials. Usually, the expression methods of story and dialogue adopt this structural form.
Generally, the center of progressive writing is in the second half of the copy. This writing method is also used in the writing of soft copy, which is reflected in the argumentation and narration of views or events. For example, Lenovo’s copy “The most tragic profession in Chinese history” adopts a progressive writing method. It starts with the topic of professions closely related to people’s lives, and proposes the tragic profession in history – assassin, and then talks about the emperor from the assassin, which arouses the interest and curiosity of the audience. The copy goes deep layer by layer, analyzing the reason why the emperor is miserable – being “pitted by the queen mother”. Then it turns with the trend and cleverly uses the homophony of “queen mother” and “too thick” to propose that in modern times you can “live better than the emperor”, grafting the audience’s curiosity about “how to live better than the emperor” to the product of soft copy marketing, and introducing Lenovo’s ultra-thin notebook, which can be called a “magic copy”.
(III) Parallel style
Parallel style means that the relationship between materials is parallel, and the position of the previous material and the next material is swapped, which will not affect the performance of the theme of the copy. The main structure of parallel copywriting is “Feature 1 + Feature 2 + Feature 3…” Different features are written in different paragraphs. This parallel text structure can clearly and accurately express the characteristics of the advertised product.
Product copywriting often uses parallel structure to list the parameters, attributes, characteristics, etc. of the product. For example, the copywriting of Jiaxue Shenxian Water.
This copywriting uses a parallel structure to list the functions of the product. The four main functions “abundant hydration, smooth and tender skin”, “regulate tired skin, firm and elastic skin”, “drive away dryness and roughness, pure and translucent skin”, “deepen into the bottom of the skin to repair and lock moisture, and activate smooth skin” are in a parallel relationship. This writing method clearly lists the highlights of the product, is concise and clear, and can effectively avoid the phenomenon of chaotic structure and unclear levels in the copywriting.