Are you currently racking your brains to think about how to write promotional copy for your products? Or friends who are doing micro-business and are worried that the product tweets posted in their circle of friends have no conversion effect. Almost every day, they ask on Baidu "How to make money quickly as a micro-business?" or "How to write copywriting with a high conversion rate?" And every day I get a variety of invalid answers. So how do you write product copy with a high conversion rate? In fact, only the following five steps are often needed:
First: Clarify the positioning of your product and users. Before writing product copy, you must first figure out what type your product belongs to and what kind of users it mainly corresponds to. For example: the cutting board that Xiao Zhang wants to sell now is a kitchen utensil. Most of the users who buy it are housewives. This determines that the product copy of the cutting board is mainly targeted at housewives. Come and write.
Let’s take a counter-example (counter-examples are generally easier for people to remember): The guy selling iced watermelon in the picture, his signature copy is “Sweeter than your first love, more popular than Andy Lau”, ??let’s not talk about the content first. It's an exaggeration. We can also see from the picture that most of the main users of this guy are those who have fallen in love with aunts or uncles, and are in love for the first time. Why do they care about these things? When I saw the copy in the picture, I had no idea what you were talking about.
Second: Write to stimulate users’ desire to buy. After you have determined who your users are and what their needs are, you need to write copy that can inspire their desire to buy. Specifically, there are several more useful methods as follows.
1. Sensory occupation method: It is to describe the feelings of your eyes, nose, ears, tongue, ears and heart when you experience the product. (This method is generally suitable for food and experience-based products)
Let me give you an example I wrote: Open the lid of the brewed instant noodles, and a puff of smoke will come towards you. You will smell the fresh aroma (smelled by your nose) mixed with pork bones, fish, shrimp, and egg pellets. Without warning, your saliva will quietly flow down. When the smooth golden beef noodles finally enter your mouth, you will not only taste the delicious flavor of pickled peppers, lactic acid and acetic acid, but also the refreshing sweetness of multi-vegetables and chives and fish sauce (which you can taste on your tongue). Every bite is smooth and smooth, with no resistance. In less than 10 minutes, the entire bowl of instant noodles has been wiped out by you. You will feel a little full, but you still have more to say. (Feelings in the heart)
2. Fear appeal method: It is to write about the various difficulties that users may face when there is no such product. For example, toothbrush products describe the painful scene of toothache without brushing, dishwasher products describe the terrible experience of being very greasy when washing dishes... (generally suitable for therapeutic and trouble-saving products)
To give an example: I don’t know When did I start being afraid of people reading. Just like we don’t know when winter starts, we just feel that the darkness of the night is getting longer and longer. …I’m afraid of people who read, especially people who are still reading. Selected from the classic public service advertisement advocating reading copy "I'm Afraid of People Who Read". There is no sentence in the whole article that tells you how powerful you will become if you read. Instead, it uses fear appeal to write about people who are afraid of those who read, which makes it more impressive. Full text link: I am afraid of people who read
3. Cognitive comparison method: Simply put, it is to compare your product with other products to highlight how good your product is. For example, someone who sells a soymilk machine can write that other soymilk does not have a filter, so the squeezed soymilk has a lot of residue, but your soymilk machine does have a filter.
For example:
Ordinary oven: Equipped with an ordinary inner pot, the heat cannot reach all parts of the oven cavity, and the baked goods are easy to overcook.
Our oven: Equipped with a diamond-shaped reflective cavity plate and a 3D circulating temperature field, the food is evenly cooked and cooked to death!
Let’s first introduce these more commonly used methods.
Third: Product copywriting must win the trust of readers. This brings up the phenomenon of copywriting self-pleasure that many people know. No matter how fancy and drool-worthy your copy is, how do users know that what you say is true? Therefore, at this time you need to make readers trust your product. For example, it can be through authoritative grafting, customer testimony, and factual proof.
Chestnuts are as follows:
Authoritative grafting: Today, the editor is going to recommend a brush. It looks mediocre on the outside, but it actually has 13 patents and won the Red Dot Design Award when it debuted! (Authority: Won the Red Dot Design Award. Users will definitely believe it once they see it) I applied it on my face, and then added a few drops of the original solution to their repair cream. On the first day, I felt like I was 18 years old again, my face was all tender and smooth, and I couldn’t bear to take my fingers off my face. (Use customer reviews after purchase to confirm. For example, now we all read reviews before buying something online. One thing to note here is that customer testimonials must not be written too rigidly, such as "It's great to use, good reviews". This You can tell it is fake at first glance, so you must be well-founded when writing customer testimonials)
Facts have proved: When this new Rolls-Royce reaches a speed of 96 kilometers per hour, the fastest speed in the car is The noise comes from the phone clock. (A classic example of Ogilvy, the father of advertising. The copy directly explains the facts of the product. Everyone knows how quiet the sound of the electric clock is, which directly highlights the high performance of the car.)
Fourth: Come up with a title that increases the reading rate by 99%. Anyone who writes copy knows that the title plays about 50% of the reading and sharing rate of an article. Useful title creation methods mainly include the following: title symbolization, digitization, differentiation, and friend dialogue. Here are some examples:
Title symbolization: There are still 360 days until Jack Ma retires, so great! (Symbol: hot event, Jack Ma announced retirement + 360 days of digitalization)
Digitalization: If the liver is damaged, 3 parts of the body will "turn black" and 2 parts of the body will "turn stinky", so be vigilant! (Numbers: 3, 2)
Differentiation: Junior high school mathematics scores range from 65 to 115. This is how masters improve their scores! (The difference raises questions, how do you achieve a score of 65 to 115?)
Friend conversation: It can give you baby-like care. Do you want to try it? (Using the second person "you" is like a conversation with a friend, which is more intimate.)
If you want to know more about how to write a title, click here: How to write a title
See Here, have you learned how to write copy? If you are still confused, I suggest you take a look at Mr. Guan Jianming’s copywriting course: Copywriting Course
In fact, everyone will say that about theoretical things, the most important thing is to be able to practice writing yourself. Because only through practice can writing skills really improve. For example, I will practice writing a few articles from time to time (definitely not advertisements, please feel free to click): Copywriting Chestnuts
Or you can pay attention to them My WeChat public account "Copywriting Time" is purely for sharing some skills, methods and insights on writing copywriting, and I will often share excellent copywriting case analysis and copywriting book resources.