Persuasive copywriting cannot be separated from these 8 steps

1. Attraction

Without appeal, advertising copy is a waste of money. The first step in any copywriting is to think about how to attract readers. To increase your appeal, you can:

1. The beginning of the story.

Stories will always attract people. Using stories as an entry point has become the norm for copywriting.

Take, for example, a classic ketchup ad.

In a ward, a nurse was carefully removing the thick gauze wrapped around the index finger of a middle-aged man. The patient was anxious, his wife beside him was holding his other hand tightly, and the attending doctor was standing opposite the patient, his expression was not relaxed either. Finally, the index finger that was lengthened through surgery stood up in front of everyone. The operation was successful and the couple was overjoyed.

When they got home, they couldn't wait to open the refrigerator and took out the ketchup bottle. The husband reached his long finger, which had just undergone surgery, into the bottle and successfully "fished out" the only remaining layer of ketchup at the bottom of the bottle. He stared at his wife with excitement and pride, while his wife stared at the ketchup on the tip of her husband's index finger.

2. 3B elements.

The 3B principle was proposed by American advertising master David Ordway. Beauty, beast and baby are collectively known as 3B. Studies have shown that readers are more interested in beautiful animals and babies, so 3B is often used in visual aspects. These three elements can also be used in copywriting.

3. Specific numbers.

Numbers can bring clarity and specificity, and the clearer they are, the more interest they will arouse in the audience. For example, in a training advertisement, many people are facing unemployment problems, 10 million people are facing unemployment problems. Comparing the before and after, the specific numbers in the latter are easier to read.

4. Break the norm.

Breaking the existing status quo or changing the original path can bring attraction. For example, when you were studying in the evening, you suddenly hummed a song in an unnatural way, then everyone would look at you. It's instinct to look for reasons for change. So, if you want your copy to be attractive, dare to break through. For example, I like ugly people.

5. Latest release.

Curiosity is attraction. Words such as unprecedented, latest release, and first time can attract readers well. If you want to know the information first, then you have to read it.

6. Ask questions.

Asking readers questions creates doubts. When you have questions, you look for answers. Why do you gain weight even though you don’t eat? How to refuse a blind date arranged by your parents?

7. Provided free of charge.

This is the easiest. Even if you don't believe in the pie that falls from the sky, others will pick it up, or at least take a look first. So, if your product or service is free, then be sure to highlight the word "free". Or your price is very low, or you have huge benefits, then this is the biggest attraction. For example, teeth cleaning for 1 yuan.

2. Keep customers in mind

Talk about something that interests them, because readers are only interested in themselves. Let’s take a real example. A beautiful woman was preparing to sell facial masks, and she wrote this.

I have now transformed into a beauty selling facial masks less.

I'm going to do something for your skin.

Same meaning, but readers feel differently. The former is indifferent, while the latter will start to care about their own skin.

Your content can be opportunities, needs or problems, whatever interests your readers. If it is a copy for a training class, the copy can be written like this.

You may not know it, but your job is at risk, with 1 million people losing their jobs every year.

Please pay special attention, please use "you" instead of "you guys". It must be used in the singular and cannot refer to a group of people in general. Because there is only one reader.

3. Emphasize the benefits

Consumers spend money not to buy products, but to buy the benefits brought by the products. In addition to telling consumers about the product's performance and functions, more attention should be paid to describing its benefits, such as helping you save money and make money, making your girlfriend happy, and making your family feel more at ease.

For example: an energy-saving air conditioner can save thousands of dollars in electricity bills in a year.

4. Different

Compare and be better than your competitors. We have what our opponents don't. What our opponents have, we have more. Let the product stand out from the crowd and become the best purchasing choice.

In addition to the comparison in copywriting, there are also differences in packaging. The best way to quickly demonstrate the advantages of a product is to write a slogan for it. Nowadays, product packaging will have product slogans.

For example, the product slogan of chewing gum is, "The more you chew, the stronger your teeth become." ］

Through this slogan, consumers can understand that this chewing gum can make teeth stronger. Without a product slogan, consumers may not be able to obtain this information. It turns out that chewing gum can not only freshen breath, but also strengthen teeth. Just one or two product slogans can also become a unique selling point.

5. Proof Examples

If you want to brag, you need something to back it up. It’s simple, show your relevant achievements and the results your product delivers on its promise.

If you sell food, your products can obtain national standard approval, win the title of the healthiest food of the year, etc. If you are running a training class, then please give an example. For example, after three months of training, Xiao Wang was able to find a job with a monthly salary of 20,000 yuan. He was appreciated by his leader and received a salary increase and promotion.

To prove the credibility of the effect, demonstration method can be used. Take me for example, I have a special feeling about water purifiers because I did an electrolyte experiment.

It electrolyzes the impurities in the water so that you can see them with your naked eyes. The water that passes through the water purifier is still very clean after electrolysis. Untreated water looks very pure, but after electrolysis it becomes a stinking sewer. This kind of demonstration contrast wins consumers' trust through strong visual impact.

Finally, one of the most commonly used methods is user reviews. For any e-commerce platform, user reviews play a large role in product purchases. The better the feedback is, the better it will sell.

6. Build Trust

Trust is so important, and we continue to build it. It not only makes consumers trust our products, but also trusts us in everything we do. There are generally several methods.

1. Brand.

Why are brands so valuable? Because this avoids the cost of trust and the risk of being deceived. Building a good brand is an important long-term project.

2. Make a commitment.

For example, refunds. If there are any problems with the product within a few days, you can get a full refund. This is equivalent to giving consumers a shot in the arm.

3. Third party.

Show all the certificates, post third-party authoritative reports, and display your works. This is strength, this is the best word.

7. Shaping Value

It's simple, you have to tell consumers that their product is worth it.

Spending 100 yuan can bring 200 yuan or even more value. Buying a breath-freshening toothpaste for 38 yuan can bring you a good mood, good breath, and make it easier to get intimate with girls. For only 1,999 yuan, you can join the big-name group for one year, which can bring you value beyond your imagination. If consumers feel that a product or service is too expensive, 1999 is too much and they can’t bear to spend it.

Here we have to do division, dividing price by time. For example, this paid group is expensive at 1,999 yuan a year, but it becomes cheap at only 5 yuan a day. For the price of a bottle of drink, you can have a long chat with a big shot. It's totally worth it.

We all say that it is too expensive for women to put on makeup. A small eye shadow costs 600 yuan. But one eye shadow can be used for 3 to 4 years and costs less than 200 yuan a year. Is it expensive? Not expensive. For less than 200 yuan, you can make your eyes more beautiful. This is creating value.

8. Call to Action

When consumers are interested, they must be encouraged to take action. Immediately, immediately, when you say "next time", it means you have lost a customer. Unfortunately, many people fail at this stage because they do not call on consumers to take action.

On the one hand, there is a failure to appreciate the critical importance of calls to action. On the other hand, there is the fear of exposing one's purpose. Don't worry, you are here to sell things and your mission is to make him buy them.

There are two ways to get consumers to take immediate action.

1. Point out specific operations and tell consumers what to do next. Many people believe that consumers can find the complete path to purchase. But the reality is that consumers are inert. If you don't explain clearly, step by step, the purchasing process, they will be too lazy to take action.

2. Create a sense of urgency. If you miss this opportunity, you won’t find such a good shop anymore. Limited time discounts allow consumers to buy it now.

These eight processes are used to persuade consumers to buy products, but the forms of expression may be different. Some are simple and crude, while others are subtle and gradual. For example, many advertising videos never call for immediate purchases, but simply continue to increase the value of the brand. Although the products cannot be sold directly, this will be of great help to consumers in their future purchasing decisions.

So you will see a phenomenon. Other people's products become popular immediately, but no one is interested in yours. Because they have already taken seven steps and only the final step is left. As for you, wanting to reach the sky in one step is definitely a foolish dream.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @震惊文案 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!