All you need to create high-conversion information flow promotion ideas is these few tricks!

What kind of creative has a high click-through rate? Which creative idea has the best conversion effect? How to give your creativity a stunning start? What operations can improve the efficiency of creative writing... In fact, you are only a few steps away from high-conversion promotion ideas.

I believe many people have encountered such a situation. They have built the account framework, but they just can’t write high-quality creative ideas. It’s like punching cotton, with nowhere to put the force, and they are so sad!

Be bold and talk about the product directly. It is too advertising-like and not original enough. The creativity is too stiff and readers will not even want to click on it, let alone read it. Be subtle and talk about entertainment gossip and hot topics, but the creativity will be separated from the product selling point under the flashy appearance and the relevance will decrease.

How can you write something creative and amazing? Don’t worry, the routine is coming soon!

1. Basic Logic of Creativity

As the ancients said: No matter how things change, they still remain essentially the same. The same is true for the birth of an excellent creative copy. Only by mastering the basic methodology can you go further and further on the ever-changing creative path of subsequent output. Below, we will use a brand for giving birth in the United States as an example to explain the basic methodology of creative copywriting.

1. Analysis of product and service selling points

As an information flow copywriter, if you want to convince others of what you write, you should first convince yourself. Sufficient understanding of the product is a prerequisite for effective creative output. Conducting a comprehensive analysis of the product and understanding its characteristics and selling points are basic steps for copywriters to output creativity. Take a brand for giving birth in the United States as an example to analyze its core selling points:

This brand for giving birth in the United States is a comprehensive service provider that focuses on providing American babies aged 0-6 and their families with what they need and may need in terms of education, American confinement, immigration, parent-child, entertainment, etc. Main business: childbirth in the United States and confinement center. Its core selling points are preferential prices, honest entry, rich experience, parent-child restaurants, celebrity endorsements, and high-end confinement centers.

2. Analysis of the needs of the target group

After knowing the selling points of the product clearly, we also need to think about the needs of users, understand what users want, know ourselves and our opponents; be creative from the user's perspective, match the product selling points with user needs, and prescribe the right remedy to achieve a surprising victory and hit the user's pain points directly. Otherwise, it will be just scratching the surface and a thankless task.

When choosing similar products, the target user group who wants to give birth in the United States will consider issues such as price, brand, honest visa approval rate, and whether the process is complicated. When creating creative copywriting, the user needs can be addressed through the product's price advantage, celebrity endorsements to highlight brand awareness, high honest visa approval rate, and simple application process.

2. Creative routines

When expressing the same meaning, some may seem boring while others may seem fascinating; the difference lies in the different ways of expression. The same is true for copywriting creativity. We need to use some creative methods and techniques, commonly known as creative "routines", to complete our creativity.

1. Basic version

1) Write creative ideas based on keywords

Writing according to keywords means that your creativity can be closer to netizens' search needs and can stimulate their attention and interest. Netizens will not subconsciously reject original creative ideas that are close to their daily lives. This lays the groundwork for effective conversion of goals, increases the display and click volume of the creative ideas, and increases the probability of consumption and purchase by the target group.

2) Creative should include price and promotion information as much as possible

When netizens learn the product information they want to know from creative ideas, the possibility of consumption increases. In comparison, prices and promotional information are more likely to attract their attention, especially the extent of discounts and discount amounts in digital form, such as "15% off at the end of the year, and 3 surprises for winter vacation registration."

If netizens still click after seeing the price, it means they are relatively satisfied with the price level and are likely to buy. If they don’t think the price is right, they won’t click on your promotion. Practice shows that the sooner and more fully potential customers understand the facts, the more helpful it will be for them to make purchasing decisions.

3) Use call-to-action words when writing creatively

This type of words can easily catch the attention of netizens and inspire them to take action, including verbs with action connotations such as "apply", "register", "sign up", "consult", and "dial"; time adverbs that create a sense of urgency such as "immediately", "right away", and "now";

4) Try different sentence structures

Declarative sentences are plain and unremarkable; exclamatory sentences have strong tone and are inspiring; interrogative sentences arouse the curiosity of netizens... Different sentence patterns bring different effects. It is not recommended to use an unchanging sentence pattern. The right way is to adjust it according to the actual promotion situation.

2. Advanced version

Product selling point + creative "routine" = excellent creativity

Combine product selling points to stimulate user pain points, so that users will have a desire to understand and even buy from the bottom of their hearts the moment they see the creativity, thinking "I can tell from your eyes that you are the right person."

Continuing with the example of the brand for giving birth in the United States, let’s analyze the generation of creative copywriting:

1) Price advantage + brand guarantee

CTR: 2.85%

2) High-end services + dynamic word packages

CTR without dynamic word pack: 1.21%

CTR with dynamic word pack: 2.18%

3) Main business + creating suspense:

CTR: 3.14%

3. High Energy Version

3 "opening golden sentence" templates, you can easily use them whether you are writing soft articles or creative works.

1) If you say... then it must be...

To say... it must be...

Take a brand that specializes in durian mille-feuille as an example. This product has been on the market for three years and is no longer something new, so they came up with a differentiation feature - more fruit pulp. In a box of dessert, most of it is durian pulp.

Below is a comparison between general copywriting and golden sentence copywriting:

A. This durian Thousand Layer has rich flesh, is fresh and delicious!

B. If there is one thing in this world that can make people love to eat it like crazy, it must be durian. If there is anything more appetizing than durian, it would have to be durian thousand layers.

The former reads like a street vendor shouting, which is obviously unattractive; the latter, which introduces the product cleverly and naturally without any awkward traces, and is coupled with exquisite pictures, is sure to win a gold medal for creativity.

Since talking about the product directly is too blunt, we can proceed in two steps. The first step is “If you say... then it must be..." to introduce a large category. The second step is “If you say... it must be..." to introduce the product. With the first step laid out, the second step will be very natural.

The main features of this copy are "450 grams of lasagna, 250 grams are all meat", "There is meat in every bite", "Fresh Thai golden pillow durian, free shipping by SF Express for less than 100 yuan", and every point tempts the hearts of foodie girls. After the release, the input-output ratio often reaches more than 1:3, and the effect is so good that this brand has been invested in almost all kinds of food accounts, making it a hit on the entire network.

2) How to... a story

Take the example of a paid knowledge lecturer who sells courses and trains entrepreneurs to write business reports. I believe you have seen a lot of course copywriting. The beginning is nothing more than "XYZ business report training course, years of experience summary, strong practicality, quickly impress investors!"

There is nothing wrong with writing like this, it's just too bland. Without commenting, take a look at the following creative quotes.

How to write a 1 million business report

Teacher XX said

He has worked for more than 100 Fortune 500 companies

Provided business report coaching.

Summarize a very effective method

This approach has helped

3 entrepreneurs received 1 million in financing

If you are an entrepreneur looking to get financing, and if you happen to be not very good at writing business reports, you will definitely be eager to read on. Your mind may be full of questions: What is written in the report that costs 1 million? How is this done? How much does it cost to ask this teacher to write a report?

This is the magic of this "golden opening sentence". Use "how..." to arouse the reader's curiosity, and then use a case story to tell the reader that others have easily done what you desire. As a result, the reader will read on with greater curiosity, eager to find the answer.

3) Most people...but...

Congratulations on reading this far. This is also the most exciting part of this article. This method is like a huge magnet, attracting the reader's attention, leaving almost no possibility of escape and requiring the reader to read on word for word.

It is a handful of incredible geniuses who drive this world. This genius is called Joe Caber, an American who only graduated from high school. He taught himself direct mail marketing and made a lot of money by selling things on TV shows. He wrote his experience into a book called "The Lazy Man Gets Rich" to teach ordinary people how to make money through direct mail business. He bought advertising space in newspapers to sell this book. The ad begins like this:

Most people,

Busy all day to support the family;

But therefore,

Lost the opportunity to get rich

I used to work my ass off, 18 hours a day, 7 days a week.

But I didn't make a lot of money until I cut back on my hours - a lot less.

This beginning is so fascinating! You will have many questions: Why can I make money by working less? How do you make money? Can I also make money easily?

Joe Cabot showed off his house, two boats, and a Cadillac in the ad, and said the most important thing he owned was priceless - the time he spent with his family. Seeing this, many people will feel envious and resonate with it.

Then, Karber proposed a deal. He asked the readers to pay him $10. He would write his money-making secret in the book "The Lazy Man Gets Rich" and send it to the readers. If the readers were not satisfied after reading it, they could get a full refund and get their money back.

Caber was successful. This advertisement helped him sell a large number of books. The advertisement ran for 5 years. He lived a very rich life and raised 8 children. His death was also legendary. A local TV station entered his home to interview him, disregarding prior agreement and severely attacking him. He suffered a heart attack and never regained consciousness, leaving behind this "golden opening sentence":

This sentence has a scope of application and is only suitable for innovative products. It is so powerful that it not only subverts the reader's cognition, but also implies that the following text will provide high-value information. Like a huge magnet, it attracts readers to read on quickly.

Since it is a "routine", if used too much, it will become cliché and difficult to attract users. Therefore, copywriters must write excellent creative ideas, and creative "routines" must be constantly updated, but the essence remains the same. While the form of expression is constantly changing, it is still necessary to stick to the product selling points, identify user pain points, and launch a perfect attack.

Source: FeedStyle