First of all, let's analyze the user's use of the product, and under what circumstances will you need to use your product. If you need to "reduce the fire" when you are angry, then you will think of Wang Laoji to solve the needs of users.
When writing a copy, we should consider the scenarios that users will need, which can be multi-scenarios.
And when describing the scene, try to highlight the pain points, such as:
Summer is coming, do you want to expose your fat to everyone?
On the bus, the white-haired grandmother won't accept your seat.
In the face of my favorite object, I glanced at the fat on my body and dared not stand beside him.
When shopping in the mall, why did the salesman bring you a dress with a size of +++L!
We can cut into products in multiple scenarios, so that users can arouse their desire to buy in these scenarios.
2) Get the solution according to the user's needs.
Copywriting should also contain solutions to this problem, just as when we are worried about finding a job, we will definitely think about where we can find recruitment information first, and the advertisement of direct employment of boss shows that direct employment of boss is the solution.
When we write a copy, we give pain points, and then we provide solutions to the problems.
Therefore, when drawing blueprints for users, we must be able to impress them and help them solve problems, instead of throwing out problems and not following up.
3) Shaping the identity image recognized by users
Most of us will pursue a sense of identity and make decisions that are consistent with our identity. So many people will label themselves, such as exquisite pig girl, moonlight family, house slave and so on.
Through the advertisement of "You are beautiful", Nature Hall conveys the recognition of your beauty to users. Everyone is unique, so you should be yourself.
Describing what you will become to users and showing your "certain characteristics" will accelerate users' consumption.
On the contrary, many Wechat business people like to use threatening copywriting to attract users' attention, which is actually not good and will reduce users' purchase rate.
Copywriting can make more use of identity, shape the brand image recognized by users and improve brand influence.
abstract
Advertisements all come from life. Only by fitting our life scenes can we move people's hearts and speed up users' consumption.