Information flow promotion, analysis of 7 excellent case techniques!

For third-party optimizers, advertising placements involve dealing with clients from all walks of life every day. Many people rack their brains but still cannot come up with so many good creative ideas that can be tailored to each individual.

As a result, I became numb to copywriting, and wrote a lot of copywriting that readers also felt numb to, and in the end, the CTR was also "numb"...

So today when we share excellent case studies and techniques, let’s first look at the “negative examples” in the information flow case library to see if you have ever fallen into such a trap.

Bad examples

We can also check whether there are such situations in our creative materials of information flow:

1. Not knowing what to say

Comment: Putting aside the pictures and videos, you don’t know what this advertisement wants to express from the copy? It’s not clear. These texts are both applicable and inaccurate everywhere.

For example: "Customize your style for only 9 yuan", manicure, hairdressing, lunch... all are possible

2. Pretending to be profound

Comments: The copy expresses the content and scope, but it is too pretentious and complicates simple matters, which creates a gap with the audience’s acceptance and affects the conversion effect (the CTRs are: 0.17%; 0.22% respectively).

For example: "Let you spend as you please", amount, process, interest rate... ? Omitted or not?

3. Overdoing something

Comment: The original intention is very good, but due to various reasons the meaning expressed in the copy is very different from the original intention, or even completely opposite.

For example: "Men's face slimming, smaller face shape..." and then add an image of a beautiful woman. Is it better for men or women to have a slim face? (0.17%) Should I “guide you” with you or “solve the problem for you”? (0.35%)

0 yuan, 0 installments? Free lunch? I'm afraid there's a pitfall? Who are you fooling? (0.22%)

Among the many information flow cases we have seen, there are more such popular copywriting. Nothing wrong with it, but it feels like it could be better.

Also, this kind of copywriting can’t help but make people’s eyes light up!

Bad copywriting has its own shortcomings, so are there any common points among good copywriting that can be refined, so that even newbies and rookies can follow the routine and quickly improve their copywriting skills? ——This is exactly the original intention of this article, please read on!

7 skills that good copywriters follow

1. Notify users

Let your advertisement appear in the form of "notification" or "welfare". This is not advertising, but revealing an important message to the audience, thus making your promotional information original.

CTR: 2.94%

CTR: 1.99%

2. Describe the user

Describe the user's usage scenarios or personal feelings and effects after use, so that the user has a deep sense of involvement.

CTR: 2.21%

3. Raise questions

Everyone has a curious heart. Suspense films are the most attractive because they raise questions to the audience, and they click to find out the answers out of curiosity. A good storyteller is one who raises questions and lets the audience find the answers in the content.

CTR: 2.47%

4. Create scarcity

From a human nature perspective, everyone likes to take advantage and be first; from an economic perspective, scarcity is the most valuable - highlight the scarcity of your content to users.

CTR: 3.19%

CTR: 2.14%

5. Tell the secret

If there is a useful piece of information or a secret that most people don't know, you will be eager to know it. Take advantage of people's minds and make your ad look like a secret, thereby attracting people's attention and clicks.

CTR: 2.78%

CTR: 2.31%

6. Highlight contrast

Highlight the before-and-after contrast in numbers, prices, experience, etc. to arouse users' pain points, thereby attracting attention and clicks.

CTR: 2.02%

7. Stay close to hot spots

Cleverly leveraging current hot topics and other hot issues to write copy will naturally attract more attention.

CTR: 1.21%

In addition, when you saw Secretary Dakang in "In the Name of People", have you ever thought about double eyelids?

Have you seen Brother Jing in "Wolf Warrior 2"? Did he remind you of the gym?

More hot spots are happening every day, come and “take advantage” of them!

Some friends may ask: These routines are good, can we summarize them and extract the common features of these 7 techniques? In fact, skills are the manifestation of principles, and the principles are hidden behind the skills. Let me tell you.

Behind the skills is the principle, which is the core

1. Creative content is about the user

From the product thinking dimension to the user thinking dimension, that is, the transformation from "who am I and what am I selling" to "do you have such a demand? What do you need?" Let's take an example to make the comparison easier:

Product thinking:

1. Beijing Internet high-paying recruitment

2. XX decoration is in Dadi decoration, special price in November to give back to customers

User thinking:

1. Beijing famous companies are urgently recruiting, good jobs close to home are all here

2. The neighbor's house is only 80 square meters, but it is decorated like a 130 square meter mansion

Which type of copywriting is better? That kind of bad?

2. Reasonable and unexpected contrasting information

Information flow advertising is essentially competing with various apps and content for users’ fragmented time. Therefore, the copywriting should not only be based on products and users, but also give people contrasting and unexpected information to attract people to click in.

Copywriter A:

1. Join Qutoutiao, meet girls, and have fun!

2. What a good project! I earned back my investment capital in just over a month!

Copywriter B:

1. It was my first blind date and I met a woman like this!

2. Earn back the investment capital within one month of opening! Hurry and seize this opportunity!

Which of these two types of copywriting do you think is better?

In short, the principle that good copywriting adheres to is: copywriting is user-centric and starts from the user's motivations and interests!

Source: Momo Advertising Service