"With the development of commercial society, the importance of company copywriting has become increasingly prominent. Good copywriting can help improve the company’s external image, attract customers, quickly build trust with customers, and increase order conversion rate.
1. Overview of company copywriting
In a broad sense, company copywriting refers to all the textual work done by relevant departments and personnel within the company, mainly including the company’s daily publicity, the compilation of rules and regulations, corporate culture, the formulation of employee handbooks, the communication of uploaded and issued documents, advertising planning, business plans, contract formulation, corporate samples, brand samples, product catalogs, etc. In this chapter, based on the application scenario of Alibaba International Station’s cross-border e-commerce operations, company copywriting mainly refers to the content involved in the Company Profile of Alibaba Enterprise Store. In a broad sense, company copywriting refers to all the textual work done by relevant departments and personnel within the company, mainly including the company’s daily publicity, the compilation of rules and regulations, corporate culture, the formulation of employee handbooks, the communication of uploaded and issued documents, advertising planning, business plans, contract formulation, corporate samples, brand samples, product catalogs, etc. In this chapter, based on the application scenario of Alibaba International Station’s cross-border e-commerce operations, company copywriting mainly refers to the content involved in the Company Profile of Alibaba Enterprise Store.
2. The value of company copywriting
Excellent company copywriting is a classic tool for spreading information, promoting corporate image, enhancing brand value, establishing brand identity, bringing customers closer, and building trust. When you are not on the scene, excellent company copywriters can “speak” and let customers read what they want. The value of company copywriting is:
① Spread information and promote corporate image. The most basic function of company copywriting is to spread the information that companies and brands want to convey, and fully display the company’s strength, corporate culture and product connotation:
② Establish brand identity. Company copywriting is not for selling products directly, but for establishing brand identity and preference. Use copywriting to convey the intrinsic value of companies and brands to consumers, attract consumers with value, and thus make consumers have a certain preference, trust and support for companies and brands:
③ Bring closer relationships and build trust. For unfamiliar things, people’s hearts always tend to be afraid and reject them. Using company copywriting to help companies and brands build a sense of familiarity in the minds of customers will help companies and brands build value in the minds of customers, help to build closer relationships with consumers, and thus build trust.