Copywriting, Content, SEO Optimization
Strategic writing designed to attract and sell to global customers
Communicate Your Brand Value in Native English
Writing from a global business perspective, for results
Writing is putting words on paper. Copywriting is results-oriented writing.
“Copywriting is the process of writing advertising promotional materials. Copywriters are responsible for the text on brochures, billboards, websites, emails, advertisements, catalogs, and more.
Unlike news or editorial writing, copywriting is all about getting the reader to take action.” –AWAI
If you’re trying to sell something, then simply describing it won’t work unless the customer has already decided to buy. However, most businesses, especially in Asia, just describe what they have. If you want to sell what you have, you need to show its benefits, earn trust, and guide the reader. And if you want to sell globally, you need native English copywriting by a trained professional.
Copywriting is sharp. It’s simple. It breaks grammar rules. That’s all OK, because it’s written more like people talk. This builds trust. Then when you add expertise and proof, it builds confidence. It’s moving the reader toward a purchase. That’s good copy.
In working for a leading Japanese SaaS firm, among others, and with an MBA in Marketing, I’ve acquired these skills. I write to sell.
So what’s content?
Simply, content is any written or audio-visual material. Products descriptions, blogs, articles, illustrations, photos, YouTube videos – these are all content.
When you combine them with a copywriting approach and marketing strategy, you’re doing content marketing. That’s what you need. If you write a blog post about what you did today, it’s just a diary. If you research keywords related to your product or service, write a blog post that answers questions potential customers will have, and positions you as the solution, that’s content marketing. And it’s worth your time and money.
In B2B in the US, 71% of buyers read blog content when they make a purchase. They also read your website, the message from your president, your annual report and CSR news, as well as your Facebook, LinkedIn, Twitter, and Instagram. That’s all content.
This is the process of finding what language and media people use to search for a product like yours, who your competition is, and how you’re trying to attract customers online. When a webpage or other content is SEO-optimized, the right customers find you. It’s probably how you found me. If you Google “Asia copywriter” or “copywriting Japan”, Tsujiru is usually on page 1. If it’s not, my competition is doing better SEO and I need to improve my page.
And I will! I have specific strategies to make you higher on the SERP (search engine results page).
Of course, this is in English.
Any content you create online absolutely should be SEO-optimized. I can create new content for you, help you with your strategy, and write text copy that makes people take action.
Content and SEO mistakes Asian companies make on their English content
There are some common mistakes that Japanese, Korean other Asian companies make when they try to do an English website. Sometimes it’s because they do it themselves, though often it’s also because they hired writers and designers who aren’t native and don’t understand SEO.
- Direct translation or auto-translation, which gives unnatural language, which Google can detect. It also isn’t keyword-optimized for SEO.
- Listing features instead of benefits. Japanese companies‘ websites will give huge amounts of detail that most people don’t care about. Instead, they should focus on how their product or service will improve the customer’s life.
- Overly formal tone. Japanese are generally very polite people and use highly polite language in business. The West uses polite language in business, but it’s much more conversational, especially in the US.
- Text in images. So many Korean sites were made with an old-style Naver-based or other template-style website popular 10 or 15 years ago. It’s usually Flash-based and puts text in images, which Google can’t read. That’s totally useless and Flash is often blocked. The English is also usually of very poor quality.
- Highly unnatural English. Korean sites have some especially bad examples of poor English. Perhaps this is because many are both outdated and used automatic translation software from 10 years ago. Auto-translation is still very bad for anything but casual communication, but 10 years ago, it was much worse.
Singapore, Taiwan, Malaysia, and other Asian countries
- Indian English, Singlish, Chinese-English, etc. Many people in these countries are “functionally” fluent in English and have no problems doing day-to-day business. But they have their own dialects and English is not their actual native language. It works OK in their own countries, but it confuses the rest of the world.