Good copywriters should be like Kevin Tsai

Kevin Tsai is praised as the best talker in the world.

It’s not an exaggeration at all. When he spoke, he gave people a feeling of being gentle and silent. He is warm, brave and humble. Good at listening and good at speaking. He speaks very humbly, which makes people feel comfortable. He is brave in life and one can feel the power in his words.

You must read his book "Kangyong Tsai's Way of Speaking". The classic quotes he wrote contain many skills that are worth learning for copywriters .

01 Analogy

Analogy is a simple form of reasoning logic, but it is very persuasive. Use familiar and existing things or facts to prove your new point.

For example, Kevin Tsai warned everyone not to let others slander them.

When the mirror is dirty, we don’t mistakenly think that our face is dirty.

So why should we feel bad about ourselves when someone else casually says something bad?

For example, there is a very interesting picture in the social circle. It also uses analogy to highlight the importance of losing weight through something that already exists.

If you are fat, you are a Mitsubishi; if you are thin, you are a Mercedes-Benz.

02 Results

If you want to convince someone to take action or not do something, presenting the negative consequences is a good way. It is often used in daily life. If you eat more, your clothes will not fit into them. If you don’t go crazy, you will get old. If you are depressed, you will become useless.

For example, Kevin Tsai tells everyone not to be bothered by the hassle of studying, otherwise they will miss a lot of beautiful scenery.

At the age of 15, you found swimming difficult and gave up swimming. When you were 18, you met someone you liked and he asked you to go swimming with him, but you had no choice but to say, "I don't know how to swim." At the age of 18, you think English is difficult and give up learning it. At the age of 28, a great job comes up that requires English skills, and you have no choice but to say, "I don't know it."

Another example is the subway advertising copy of Suntech Group.

The world is cruelly punishing those who don't change.

03 Change your perspective

Comedians are best at looking at things from a new perspective. They usually behave in a self-deprecating manner, but their attitude towards life is positive and optimistic. Kevin Tsai has the potential to be a great comedian. He can always look at problems from different angles and give more positive perspectives to people.

For example, when Kevin Tsai faces many setbacks, being knocked down doesn’t matter, it can even be beneficial.

I often fall down.

If you lie down, you can have a good look at the sky.

For example, this popular joke has the same purpose.

Thank you to those who have defeated me.

It's so comfortable to lie down.

04 New understanding of nouns

Express your point of view on something through a new understanding of nouns. This definition of a term usually involves splitting the noun into two parts. For example, life means being born and living. This sentence directly expresses one’s view and understanding of life.

For example, this is how Kevin Tsai understands his mission.

How to use life, referred to as mission.

For example, we can also give a new definition to facial mask to further highlight the role of facial mask.

The so-called facial mask is a protective film for your face.

05 Insight

From a performance perspective, insight is to explain some phenomena or to point out some things that are easily overlooked. It gives people a feeling, oh, it really is like this. Insight requires sharp eyes to see through the essence of a thing and the mind of a person.

For example, Kevin Tsai has long seen through those who are always happy.

If you are always happy,

That's just holding on.

Another example is Kevin Tsai’s way of speaking.

You are what you say.

To be a good person, you must first learn to speak well. To be a good copywriter, you must be able to speak well. At the very least, don't let your words become innocent bullets. It would be best if your words could warm the people around you.