How can new media operators quickly write high-conversion copy?

We all often have a perception that writing an article or a copy requires literary talent and inspiration; we always have questions like "My writing is so bad, can I write a good copy?"; or "I have read a lot of excellent articles and a lot of valuable information, but I still can't write well, what should I do?"; "I have been nibbling on the pen for two hours, but I haven't written a single word"...

In fact, more than 95% of people write good copy by following scientific writing methods. Then let’s share the classic copywriting method - quickly write qualified copy based on different scenarios such as title banners, long copy, etc.

1. The value and conversion of copywriting

What is the value of copywriting? It may be to sell products, or to attract traffic, attract attention, increase product popularity, etc. In fact, it can be summarized into two points - trigger dissemination and create conversions.

Trigger dissemination , that is, after reading this copy, I, as a user, am very willing to share it with others;

To create conversion , after reading this copy, as a user I will have a motivation and desire to follow the guidance given by this copy to consume. For example, when I see the title, I want to read the article, or when I see the copy of a product on a Taobao store, I want to buy it.

Basically, the potential effect of a good copy is reflected in these two aspects.

Since communication-type copywriting mainly relies on storytelling, powerful viewpoints, or unexpected plots, there is no shortcut except a lot of practice and accumulation. Therefore, as a novice copywriter, it is easier to master conversion copywriting . Here we will focus on understanding how to write conversion copywriting.

1. How does copywriting create conversions?

Usually in the value chain between products and users, one end is the product and the other end is the user. The ultimate goal is to attract users to our products and experience our product value or other value.

However, users’ initial understanding of the product’s value is unclear, so copywriting comes into play in many scenarios at this time - conveying value to users through copywriting, encouraging users to take action through copywriting, and allowing them to experience our products and services. Therefore, the copy must reflect the selling points to stimulate the user's desire. So there are a few points to note:

① The copywriting should speak human language

Normally, only after you build up awareness will you have a chance to stimulate user interest and create conversions.

② The more eye-catching the copy is, the better it is

It’s best to keep the expectations and follow-up value created by the copy as consistent as possible, and don’t exaggerate it unless you can create some interesting contrast.

Nowadays, many website editors or WeChat operators like to use explosive headlines like clickbait in order to attract attention and meet KPIs. Although he attracted users, they did not get the corresponding content and the expected value. In the long run, this will cause great harm to users and will lose their trust.

Rejecting clickbait titles should be the principle of copywriting, but there is also a situation where we can break this principle and create this interesting contrast. How to understand it? For example:

Title: 7 bare-breasted teenagers openly flirt with a beautiful young woman in revealing clothes

This title looks very explosive and eye-catching, but when you click on it and find out that the seven boys are actually the Calabash Brothers, you will find this copy very interesting. At this time, you are creating a very interesting and fun feeling for users.

In this case, the user will not feel hurt, he will understand this as an entertainment activity.

To summarize: the criterion for conversion-oriented copywriting is not whether the content is creative or interesting. Its only criterion is whether users can understand it and whether it can guide users to complete a specific behavior, such as placing an order, clicking, signing up, etc., which is a conversion.

1. What are the correct steps to writing copy?

Extract product selling points - filter product selling points - select persuasive logic - complete writing based on scenarios

First list all the selling points, and then filter out the best product selling points. Choosing persuasive logic means building a bridge between the product and the selling point so that the selling point can be conveyed to the user, or using copywriting to convey the value of the product to promote user action, rather than just giving the user a selling point and leaving it at that.

Therefore, you need to choose a persuasive logic and let users be guided step by step by your copywriting logic. Your copy will attract people from all the complicated information, arouse their interest, and finally arouse their desire and take action.

Combining writing with different scenarios means that the writing style of the copywriting in different scenarios is different. Is it lively and funny? Or rational and rigorous? What are the writing styles of channels such as public accounts and official websites?

Only after comprehensive consideration can you start writing suitable copy.

①How to extract product selling points?

Many people have a wrong idea that product features are product selling points. Let’s first understand an example:

Of the two copywritings, the first one only reflects the characteristics of the activity, but the second one tells you what value and benefits it can bring to you.

What users care about is not the features of your product, but what value the product can bring and whether they have demand for this value. This is the fundamental reason why copywriting creates conversions.

From the above, we have derived the selling point formula of the product:

Product selling point = product features + value provided

Product features and the value provided are inseparable.

②How to screen product selling points?

We need to consider two issues:

A. Can it meet the main needs of the target population?

Different people have different needs. For example, if your target group is middle-aged people with children, then you can use children to attract their attention. But if it is the elderly, they may be more concerned about how to keep themselves healthy and free from disease and disaster.

B. Is it better than competitors in some aspect?

When we extract the selling points of a product, we often need to search for some similar products. Some of the selling points that often appear may be the selling points that are already available on the market and are quite similar. In this case, you need to carefully consider whether to make them the main selling points.

③Choose persuasive logic

Let’s first take a look at the copywriting scenarios that newcomers often encounter.

Short copy:

In about 20 words or less, highlight one main selling point. Common types include: title, APP push, and Banner.

Medium-length copy:

About 20-150 words, highlight + explain one main selling point. Common types: posters, text messages, Moments copywriting, community copywriting, Weibo copywriting, and short public account copywriting.

Long copy:

Approximately 150 words or more, including one main selling point (+N secondary selling points). Common types: public accounts, long articles on Toutiao.

So no matter whether it is a short copy or a long copy, their common purpose is to sell goods/guide participation in activities/provide practical information, etc.

④Complete writing based on the scenario

So after choosing the persuasive logic, can you start writing? Don’t forget that there is another step, which is to combine it with the actual scenario. In other words, we need to judge the writing style of the copy based on the context in which the copy is located.

For example, the writing style of Alipay’s official website and WeChat public account is more serious on the official website, appearing professional and reliable. But on WeChat public accounts, he is more funny, and this funny style has also attracted a large number of fans on the WeChat public account channel.

Therefore, when we write copy, we need to consider what style is suitable for the current scenario of the copy. This requires you to constantly think and accumulate experience. If you have no idea, you can refer to the previous writing style of this channel, so that you will have an idea.

Sometimes many newcomers often face such situations:

After spending two weeks planning an event, and finally waiting for the event to go online, users’ patience was limited to spending 3 seconds to glance at the event banner. As a result, because the banner copy did not attract them, the participation rate was low, and all the hard work done in the early stage of the event was wasted...

I spent an hour coming up with a bunch of titles, but my boss just said: The copywriting is not interesting. Although I want to change, the comments from my boss are so vague that I don’t know what direction to change in…

So, what are some useful and attractive writing methods for short copywriting such as titles, banners, and APP push? How to write them more attractively? After sharing the writing method, let's practice it in specific situations:

2. How to write a title that makes people want to click on it

Writing method 1: Directly state the benefits (+ prompt immediate action)

This writing style has a wide range of applications, such as an attractive prize, a very informative content, or a product with significant effects, etc.

In short, this product is attractive and can help you solve problems or bring benefits. At this time, you can directly point out the benefits to attract users' attention. After stating the benefits, you should also point out the attractiveness of the benefits to encourage users to take immediate action.

How to prompt immediate action?

1. Limited time and limited quantity

Common cases: limited to xx people, only x days left in the event, last X hours, etc. The user may think that it is too cost-effective to buy now, so act quickly, otherwise it will be too late.

1. Create a sense of popularity

For example: No. 1 in sales, out of stock, 300,000 people are using it, and has the highest number of likes.

But when you are recommending a product that is not so popular, listing the sales volume is not so attractive. In this case, you can change the angle and describe the details of why the product is popular, which can achieve a similar effect. At this time, the user's mentality may be that since so many people agree, the quality must be very good.

Writing method 2: Propose a problem you really want to solve + (give a solution)

When you promote a product, or publicize an event, or want to attract users to read a certain content, you can first ask yourself this question: Can the product solve the problem that the target users want to solve but have not been able to solve?

The first step is to write down the common troubles that users have, or the problems that you really want to solve.

It would be best to describe the specific scene performance:

“Can’t find a good job” can be transformed into: “I submitted dozens of resumes, but all of them fell into the sea” / “My roommates all found good jobs, but I didn’t get a single offer”

"Low work efficiency" can be transformed into - "Working overtime until late at night every day, busy and exhausted, but feeling that many things are not completed"

Furthermore, the logic from problem to solution should be reasonable:

"Do you often suffer from insomnia? Then use an aromatherapy machine" can be transformed into "Too much pressure and often can't sleep? Use an aromatherapy machine to relax you completely"

After this deformation, the effect changes greatly.

Writing method 3: Describe a scenario + explain the serious consequences

First, describe a clear scenario to allow users to naturally put themselves in the situation; then tell users that this incident will bring them serious consequences that they cannot bear. This way, users will be afraid of encountering such serious consequences and will immediately look for solutions. Then you can recommend your products and content.

For example, if you want to tell users that they should not drink hot drinks above 65 degrees, what might the title look like?

It can be like this: "There is a kind of water that can cause cancer, but many people drink it every day! 》

We can see that the serious consequence is that it can cause cancer, and the scenario is that many people drink this kind of water every day.

So how is this writing different from the writing method 2 we just mentioned?

The focus of writing method 2 is that I can solve the problem that has been bothering you for a long time, and this problem is something that the user has always been concerned about and paying attention to; while the scenario of writing method 3 is that the user has always ignored it, so it is important to emphasize what serious consequences will occur if you ignore this problem. In order to attract the attention of users.

Writing method 4: Write an interesting or subversive question

This writing style is very common on science or experience sharing platforms such as Guokr and Zhihu. For example, the classic Zhihu title we all know: What is the experience of someone like that? How to evaluate something?

What are the benefits of this?

First, users may click in to view directly out of curiosity.

Second, it is spreadable and topical. Users like to use it as a topic of conversation and forward it in their circle of friends to create an image of themselves as interesting or knowledgeable. Therefore, when writing the copy, you can think about what users may be interested in about the product itself, or what issues can subvert users' cognition. If so, you can extract them and use them as the title.

Writing method 5: Say half the sentence

Let’s first look at a case like this. For example, we want to write an article to tell users that Wang Jianlin has made a statement to the media! Son Wang Sicong will not become Wanda's successor, so how can we express it in the title:

"Asia's richest man Wang Jianlin: Son won't be Wanda's successor"

If written this way, users will know the result at a glance, that is, Wang Sicong will not be the successor, and they will not be interested in clicking on it. Now let’s look at the modified title:

"Asia's richest man Wang Jianlin has expressed his stance on Wang Sicong's succession!" 》

So the onlookers will see what the result of the statement is, whether Wang Sicong will take over or not. This title is even more attractive.

That is to say, when we write short copy, we should think about the key information in the article content and then bury the important information points in the article to attract users to click.

3. Attractive Banners and APP Push

1. Banner types commonly written by beginners

①Promotional welfare activities

The writing style of this type of copy is relatively direct and rough. 95% of the writing style directly states the benefits and encourages immediate action. But it’s not enough to just pile up the copy on the banner. You also have to pay attention to the reading order of the copy. When users see the copy on the picture, the first thing they see is the most conspicuous, largest, or the copy closest to the upper left, and then they will see other copy.

For example, in the first banner, the first thing we see is "up to 30% markup", then we see "high price, worry-free, guaranteed to sell", and finally we may notice the small print "selling mobile phones today". Therefore, it is not only necessary to write the content of the copy, but also to consider which copy should be placed in the most conspicuous position as the main title; and which one should be placed in a secondary position so that users can see it immediately after reading the main title.

For promotional welfare activities, users care most about what benefits they can get, so the general reading order is set as follows:

• State the benefits directly
• Prompt immediate action

This is more eye-catching, and prompting immediate action is usually set in the shape of a button, which will prompt users to have the urge to click.

In addition to these two paragraphs, the banner will generally include additional information such as the brand logo, event theme, etc.

②Emotional and interesting activities

Compared with promotional welfare activities, emotional and fun activities will relatively weaken the benefits given to users, and instead use fun, interesting and emotional resonance to attract users to participate in the action. The purpose is to encourage users to participate in the event spontaneously instead of just coming for the prizes. Therefore, when writing a banner, pay attention to the following order:

• Highlight the theme of the event (what to do)
• State the benefits directly
• Prompt immediate action

③Product recommendation activities

The first is to use a writing style that directly states the benefits and encourages immediate action.

Because the purpose is to recommend products, the benefits here mainly refer to the selling points of the product itself. If there are promotional discounts in addition to the selling points, they will be placed at the end as a supplement to the benefits.

The second method, for content-based products, is to raise a problem that you really want to solve and then provide a solution. Or vice versa.

What are the things to pay attention to when writing banner copy?

• Sort the copywriting according to the reading order, and the copywriting that you most want users to see should be the most prominent.
• Highlight action guidelines.
• The conversion effect is determined by copywriting and design.

2. APP push types commonly written by novices:

①Activity push

The most common way of writing is to directly state the benefits and encourage immediate action.

②Content recommendation

③ Emergency

This type of app is most common in news and information apps such as Toutiao and Tencent News.

If you know of an emergency, just explain what happened. For example: who did what, what was the final result, and then guide users to click in to see the details; and for this type of copywriting, you can refer to NetEase News, Tencent News, Toutiao, etc.

• Extract important information as title
• Guide users to click to see details

4. How to write medium-length copy?

1. Directly state the benefits + how to get the benefits + prompt immediate action

1. Propose a problem you really want to solve + provide a solution + prove that the solution is effective

1. Describe a scenario + explain the serious consequences + provide solutions

1. Ask an interesting or subversive question + answer the question + give reasons

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Author: Zhao

Source: Zhao