UED team has a role called "Product copy"

Originally set up this post, in the release of external recruitment information, take for granted "copy planning", the results received 90% are talent extraordinary beauty and beauty, not a newspaper editor, is such an article master, temporarily let recruitment work deadlock.

Copy Planning VS. Product Copy

Baidu Encyclopedia on the "copy planning" definition is such: "Copy of the major is editing, writing ads text content or film and television media dialogue, narration, specific products are: Advertising language, headlines, Nevin, in short, everything to the consumer (final advertising audience) to see things.

and planning is to consider how to advertise the occupation, such as advertising media, audience analysis, focus, marketing strategy, in addition, planning may also consider the picture, the performance direction of copywriting ... Presumably, the planning is for advertising companies and customers to see. Planning is the upstream link of copywriting. Planning is the whole of the program, and the copy is the specific planning ideas into the text, into a specific operational program. Planning is the foundation and framework of advertising system, and copywriting is a link in advertising. Planning can involve early market investigation, analysis, refining and a series of complex and complex processes, and decided to follow the plane, copy the direction of creation. It can be said that "copywriting is an expression of thought, a beautiful writing, planning is a way of thinking, a wonderful logic." Advertising is an abstruse and changeable art, its concept and appearance will be different with the times and different colors. Planning copy this career is now relatively successful in China, but with the progress of the Times and the rapid development of China's advertising, the future of differentiation may be its real fate. "(Note: excerpted from Baidu Encyclopedia copy planning)

Obviously, the encyclopedia on the definition of copywriting, is aimed at traditional advertising copy, and "Product copy" has similarities, but there are essential differences. Because "copywriting" application is too common, people are deeply rooted, so I use the "Product copy" (Pw:product Writer) called to make a distinction.

The role of

product copywriting

To understand the product copy and copy planning differences, we must first talk about the specific work of product copy. Why do Internet products need copywriting staff? The difference with traditional products is that Internet products exist online, dynamic changes and rapid updating. Just as we buy home appliances need to be equipped with a special operation manual, the Internet Product "Operation Manual" has been integrated into the actual process of each user interaction. Users on the site to do every action, read each product-related information content (note is not propaganda articles or information), are the masterpiece of product copy, product design good and bad, will directly affect the user to use the product of confusion, emotion, efficiency. Before UCD ideas are widely used, this work is usually done by the website planner or the product manager himself. But designers, after all, is not a professional writing staff, often make some low-level mistakes, such as: typos, the word is not uniform (typically such as "login" and "Landing"; "Account" and "account"), punctuation calibration (the use of a period of semicolons, etc.). Of course, the product copy is not just a text information corrector, as we have already mentioned, for users to answer questions, the process of physical and mental pleasure, the overall operational efficiency is the core value. This not only requires product copywriting staff to have a solid language skills, but also must have UCD design ideas, but also have a certain marketing thinking. It is difficult to have UCD design IDEAS.

How to do the work of product copy?

I follow the role, divided into three aspects:

FAQ: The design of text information, the first thing to solve the need to answer questions. At the same time can not answer questions and answers, the reality will be really hard to see the Operation manual users are rare, not to mention the Internet's fast-food culture-style reading? Therefore, the copy should be less, concise, easy to understand, easy to read for the design miss. The truth is clear to all, but it is far from easy to imagine. To be less, to be concise, you need to use the word essence, and can not be too written, difficult to understand the word, because to take into account "understandable"; Affective design: Why do you need emotional design? The core reason is that the Internet products, users are in the process of using the edge to learn, emotional thinking is a humane way to help or assist users to achieve the ultimate goal, when users encounter problems, reminding users of patience, tell users what to do wrong, what to do next; When the user posts, Tell the user not to worry, the previous edits have been saved to the system cache, can be restored at any time, to eliminate the user's concerns (this is the forum on the post to increase the role of record editing content). Design reasonable, has the emotion design, will reduce the user the abandonment rate, enhances the user the success rate. Efficient booting: Booting does not just bring users into success. Guiding users into a new field or acceptance of a brand is also the goal of guidance. Similarly, the guiding process needs to be integrated into UCD's thinking, you know, the role of the copy is closely linked with product design, stripped of the design and products, text information is just a bunch of symbols. And from the text of the auxiliary, the product itself appears pale, obscure. If a product manager tells you: "Brother, there is a button, is used for the next single, can you add a text?" "You have to take this button and try to contemplate that the guide must be integrated into the entire product's use process, not an interface element that doesn't have any meaning in itself." Product copy How to cultivate themselves?

I recommend you read the 1th book.

Source: http://www.aoyii.com