It took me 300 million yuan to learn the secrets of information flow copywriting!

I am different from other optimizers because I work on the resource side. In a super large factory, we serve big e-commerce companies such as JD.com, Alibaba, and Pinduoduo. June 18 and Double 11 are their main venues every year, so it is normal for them to spend tens of millions on information flow. Just like that, in just a few years, I have done more than 300 million information flow optimization work.

Before I started writing, I was afraid that I wouldn't be able to write well, so I specifically looked through other students' essays. I found that everyone was talking about emotions and resonance, and what they wrote was beautiful, but there was no way to use it. Just like Kung Fu, ugly Kung Fu but beautiful moves. What I shared does not have much theoretical support or various models, but is summarized from work. I dare not ask everyone to agree with me, so I leave it to you to know me and judge me.

For information flow copywriting , click-through rate is king. Throughout the article, I am also sharing my experience on how to increase clicks. This does not mean that you should give up on conversion. The ultimate goal of information flow advertising is to bring goods. But each step has its own effect. My view is that the first goal of information flow copywriting is to attract more users to the landing page, and then to make conversions. Only by expanding traffic entrances and improving conversion efficiency can sales be increased.

I wrote this paragraph mainly to tell you not to worry about whether the information flow copywriting will affect the brand, and not to spend a lot of time pursuing sales-oriented copywriting. It is difficult to achieve this with 24 characters in the information flow. The purpose of information flow copywriting is to attract traffic and clicks, and it is a step-by-step process. The conversion can be completed on the landing page.

The specific method is practical, but it has limitations. So before talking about the technical stuff, I would like to share with you the principled methods first.

Principle 1: Your copy should be like a piece of news

Information flow advertising is also called original information flow. The so-called original sound means that if I don’t add an advertising label, you won’t know that it is an advertisement. The information flow channel determines that your copy should be like a news headline. Among the cases I have taken over, Tmall’s pictures are the most beautiful, and you can tell at first glance that they were made by a 4A company, but they seem out of place in the information flow channel. It’s like Jack Ma walked into the mountains in a suit and tie, bent down, and told the villagers that he was not interested in money. As you can imagine, this kind of picture has a very low click-through rate. Whether you are writing information flow copy, a full-time brand copy, or a planner, it is most important to understand the nature of the channel.

Principle 2: It can be useless, but it must be interesting

Users scroll through their information streams to find interesting and fun things. I worked at 4A for a while, where I learned that the most important thing was to have fun. I always had this quote from Mr. Bernbach posted on my workstation:

The truth isn't the truth until people believe you,

and they can't believe you if they don't know what you're saying,

and they don't know what you're saying if they don't listen to you,

and they won't listen to you if you're not interesting,

and you won't be interesting unless you say things imaginatively,originally and freshly.

Principle 3: What does this have to do with me?

The amount of information is like a vast ocean. If you write a piece of copy, users will be like looking for a needle in a haystack. At this time, if he finds a piece of content that he cares about, he will definitely click on it out of curiosity to take a look, so the copy must be relevant to me.

If my tips below don't help you. I hope the above three principles can give you some advice.

Tip 1: Optimize categories or products in information flow ads, not activities

Information flow ads are not suitable for promotional activities or special events, not because my ability is limited and I cannot optimize them. This is a consensus in our factory. I have asked all my colleagues in the factory, and no one recommends any promotional activities, whether for effects or brands. If you encounter an event or special event during optimization, it is recommended that you take out the categories or products therein for optimization.

BMW once placed a carnival advertisement in our factory. The original picture was like this, and the copy read: "Enjoy the BMW Carnival."

I was so excited when I saw this picture because it is so beautiful. But the click rate won't be high. (I would like to add here that I cannot reveal the click-through rate of my clients to you, so I can only use high and low as a proxy)

It was when The Fast and the Furious was released, and I wanted to take advantage of the popularity, so I optimized the copy and changed it to "BMW Carnival invites you to perform the real-life version of The Fast and the Furious together." I naively thought that with the support of the hot spot, this click should be okay.

But the slap in the face always comes quickly, and I still failed to meet the customer's requirements. After that, I optimized several versions around the theme of "Carnival", but the results were terrible.

When I was at a loss, I saw the content on BMW's landing page, which said that during the event, BMW owners can test drive the latest BMW models. I tried to optimize this point and came up with a message: "Everyone has a BMW in their heart, and now it is within reach", and then added a group of the latest BMW models. The results were very high in clicks and took a long time.

Later, I received various requests for Tmall Double 11, including electrical appliance themed events and clothing themed events. If you directly promote a special event, the effect will definitely not be ideal. At that time, I would take out several main categories in the electrical appliance special event, such as mobile phones, computers, washing machines, and Internet TVs, and optimize them separately; the same goes for the clothing special event.

Tip 2: You call her and she will answer you

This is the specific implementation method of principle three above. Let’s imagine, in a messy conference room with 500 people, how can we quickly get one person’s attention?

The easiest way is to call out his name. As long as you call him, he will pay attention to you.

This method is also applicable to information flow, except that our users have changed from one person to a type of people, that is, our target users. How do we talk to them? I usually use three methods: age description/occupation description/family description.

I took over an advertisement for Dongfeng Peugeot to promote their new car model.

Original image: Dongfeng Peugeot 5008, good gifts are coming

I optimized this ad like this:

Copywriting: An ideal SUV for young families born after 1985, with 0 interest for 3 years.

This copy appeals to a group of people born after 1985, and the target users are more accurate than the original picture. The click-through rate is still 5 times that of the original image. Every time I optimize car advertisements in the future, I will adopt this method of describing the target audience, and it has always worked.

Tip 3: Emotions determine click-through rate

When the copy touches human nature, it becomes philosophy; when it stirs emotions, it gets clicks. Regret, nostalgia, fear, curiosity, and growth are all emotions I often use when optimizing.

1. Regret

Everyone knows how bad it feels to do something wrong or to hesitate and not do something, so people fear regret. It is also the easiest to mobilize this emotion. It is so simple that just writing the word "regret" in the copy will have a good effect.

Taking Tmall’s home appliance special as an example, the original picture is like this.

Copywriting: Tmall super points coupons are born! Direct reduction of 1500

After I optimized it, it looks like this:

Copywriter: Check out the price! Many people regret buying a TV too early. I can reveal that the clicks on this ad are 8 times that of the original image.

2. Nostalgia

In fact, when people reminisce about the past, they are not recalling the experience itself. Instead, it is used to associate some details about that time and produce good feelings. In other words, you need to mobilize some of the target users' better memories. In addition, the intensity of the emotion of nostalgia depends on the degree of similarity between the environment when recalling and the environment when learning. The more similar, the stronger the nostalgia.

Yihaodian once ran an advertisement for a snack war. The original image is as follows:

Copywriter: No.1 Store's Summer Cooling Campaign

After optimization, you can write like this: How many snacks from your childhood do you still remember?

3. Fear: There is no need to explain fear, it should be the most basic emotion that can be aroused when writing copy.

4. Curiosity: It’s okay to be curious. If you can only remember one thing from the entire copy, I hope you can remember experience one, which is to optimize products and categories rather than activities. If you can add a little more, I hope you can remember that it’s okay to be curious.

5. Growth: Growth and advancement are a primitive driving force. Everyone is eager to grow, but they are just lazy in finding methods and paths. When your copywriter tells them that you can help them solve this problem, they will be curious and click in to take a look. When I was optimizing for a cosmetics company, I wrote one question: How to develop a fair face? With just a few words, the click rate remains high.

Principle 4: There will always be problems

People will encounter various problems when using products, even if they are excellent products. When these issues are raised, they get their attention.

The problems encountered by each category in life are different, and we need to continue testing during the optimization process. But I can share with you a little trick: the main selling point of a product is always the one that is complained about. For example, the washing machine can never wash clothes clean, the TV is so expensive, the air conditioner always fails to cool, and the computer is still so slow. Taking washing machines as an example, the biggest problem they face is that they cannot wash clothes cleanly, followed by preventing wrinkles > damaging clothes > sterilizing.

Tip 4: Super symbols are super creative

This method is more practical when promoting big dramas. Specific methods include riding on hot topics and leveraging industry authority. "The Best of Us" was launched after "The First Half of My Life". At that time, "The First Half of My Life" had already gained a very good reputation. When optimizing, it took advantage of this hot spot.

Another conscientious drama after My First Half of Life, with over 100 million views in two days! It comes with a small picture of information flow.

When it comes to promoting a drama, Douban ratings are considered an authoritative symbol.

A web drama that uses its life to make people laugh, with an initial Douban rating of 8.0.

This is an ad promoting Youku membership:

How many dramas with a Douban initial rating of over 8.0 have you watched this summer?

Another point in promoting a drama is to try to use the actors' real names in the copy instead of their names in the drama. Don’t ask me how I know, that’s what the click-through rate says.

Having written this, I have shared almost everything. Knowledge can be learned, skills can only be acquired. Copywriting is a skill that requires long-term practice. I hope these experiences can help readers in their work. As I said, I dare not agree with everyone. I will leave it to you to know me and judge me.

Author: Advertiser

Source: Advertising Craftsman