As a copywriter, in addition to continuous learning, accumulation and writing, creativity and inspiration are also essential. The level of a person’s creativity depends largely on self-awareness, on his or her own ideas and views when encountering creative activities, which means that we can enhance our creativity and improve our proficiency through practice to cope with the set goals.
When writing copy, the copywriter needs to keep his or her thinking at the best level through the following three points.
(I) Creative thinking ability
There are many ways to improve creativity, but for e-commerce copywriters, there are mainly two.
(1) Customer development. The quality of customer development largely determines the income of the copywriter. In the Internet age, the forwarding and reading volume of the copy are related to the sales volume of the product, so the copywriter should have the ability to develop customers. The discovery and development of customers is usually based on understanding, that is, the copywriter must first understand the target customer group before writing copy that is popular with them.
(2) Prompt purchase motivation. In the process of creating copywriting, it is necessary to ask questions creatively in order to accurately discover the needs of customers and promote their purchasing behavior. Consumers have a natural resistance to any promotional method, and they often do not tell sellers under what circumstances they are likely to buy goods. Therefore, copywriters should analyze their real needs from the perspective of customers, and then meet their needs in the process of copywriting, or let customers discover their own needs, so as to promote customers’ final consumption behavior.
(II) Insight and creativity
Excellent copywriters can help customers discover the usefulness of new products, and discover new ways to use products through creative copywriting, thereby generating new sales opportunities. Therefore, cross-border e-commerce copywriters must be able to quickly and accurately capture the highlights of products and conduct in-depth analysis of online audiences; they must also have active thinking, strong insight, and creative potential, and at the same time have a strong sensitivity and understanding of the hot spots and popular trends in the Internet and cross-border e-commerce industries. Cross-border e-commerce copywriters should be good at discovering the bright spots that others ignore, and be able to express them in vivid, accurate and figurative language.
(III) Ability to understand the connotation of products
It starts with a thorough understanding of the product or service. The deeper the copywriter’s understanding of his product, the more opportunities he has to sell it creatively. The more he knows about the superiority of his product compared to similar products, the more conducive it is for the copywriter to persuade users and eliminate purchase resistance.