How does information flow advertising grasp user psychology? Use these 13 copywriting skills right away!

In information flow advertising consultation, the most frequently asked question I get is:

“ How to write an attractive copy ?”

In fact, since I started writing copy for real estate developers, home furnishing stores, department stores, schools, banks, tourist attractions, and fast-moving consumer goods 10 years ago, everyone I meet likes to ask this question.

It is difficult to answer this question completely, but if you have a framework first, you can continue to talk about it later. However, Ai Qijun believes that copywriting can be improved through training and experience accumulation. Today, I will share with you 13 copywriting skills. I hope you can learn from them and apply them flexibly...

1. Presentation in the form of information

Advertisements that are presented in the form of information are more easily accepted by users. That is, the designed copy should be informative and make customers feel that it is related to themselves, so that they can obtain some content that is beneficial to them from this information.

For example, advertisements that teach knowledge and strategy-based advertisements.

2. Make the information relevant to the user (select groups with copy)

For example:

1) Reflecting the region, age group, etc. in the copy will make users feel that the information is more relevant to them. Needless to say, many information flow platforms currently have dynamic creative functions that can insert dynamic word packages such as region, age, gender, date, etc.

2) When the target group has certain characteristics, or is particularly interested in a certain product element, you can point out this element directly. As shown in the picture below, by clicking on "39 yuan", the group that cares about saving money and hopes to buy good things at low prices will be selected.

3) Use the word "others" to attract users to "our side", which reduces users' resistance and makes users feel that the information is written for them. That is to give users a tailor-made feeling.

3. The copywriting should be differentiated

That is, the copy can stand out among the promotional copy of other similar products.

Highlight method:

1) Differentiation of focus. For example: The copy on the left picture below will be more attractive to those who do not feel a strong sense of urgency to get married; the copy on the right picture will be more attractive to those who are about to get married. Therefore, the audience of the left picture will be wider than that of the right picture.

2) Style differentiation. For example, the commonly used copywriting mode on the left above may be more attractive to users if it is replaced with a new expression form like the one on the right.

4. Let users have psychological expectations

How to prompt the user:

1) Specify in the copy that this is an APP. If it is not obvious from the accompanying picture that the app to be promoted is an APP, or if the entire advertisement does not mention it, people will not know at first glance that the app to be promoted is an APP, then you must clearly point out in the article that this is an "APP" and needs to be downloaded. Because if users are suddenly redirected to the App Store while browsing Weibo, they will feel very confused.

> Positive example: The words “Recommend this APP” are highlighted in the picture below.

>Negative example: The copy on the right side of the picture below does not indicate that this is an APP. So after the user clicks on the link, he finds that he is not redirected to the page for obtaining the man’s contact information, but is directly redirected to the App Store, which causes a huge psychological gap. They feel cheated and don’t download the app, so the actual conversion rate of this ad is not high.

5. Give users a sense of security and trust

Especially for products such as social apps and financial apps that need to obtain personal information, when users obtain app-related information in information flow ads and are guided to download them, they are likely to have doubts about the security of the download channels .

Therefore, when promoting APP advertisements, it would be better to directly mention " official download " in the copy, or write the jump link name directly as "App Store".

6. Make good use of time

Pointing out the needs of the entire process can highlight the powerful functions of the product.

For example: In the picture below, “After chatting for a week, we finally got together”, the word “a week” highlights the high possibility and speed of successful matching using this app.

7. The copywriting should be able to stimulate the user's competitive psychology

For example: The picture below can trigger the desire to compare with other players.

8. Use copywriting to create a false impression of popularity and attract people to follow it

For example, the “Play like crazy” in the picture below makes users feel that others are playing and they are out of touch if they don’t…

9. Branch Narrative

Each line contains one sentence, and each sentence expresses one meaning. This will make the step-by-step description clearer. But don't use too many words overall.

10. Use the form of explaining steps

The instructions are clear and persuasive.

11. Take advantage of the trend

For example, adding #topic# is equivalent to adding an additional "hot topic" channel for promotion, which can increase indirect exposure and thus increase the possibility of effective customer conversion . However, this skill can only be realized in Weibo promotion .

12. Smart white space

The copy uses a concise introduction in one line, cleverly leaves blank space, and creates suspense, which allows users to download or click on the product out of curiosity, thereby increasing interaction.

13. Use the third person

By retelling the information in the third person, users feel that the information is more credible.

The above are 13 techniques for Chinese copywriting in information flow promotion. Go and try them out. I hope that in the near future, you will be able to master all kinds of copywriting skills!

Source: APP Dry Goods Shop