E-commerce Operations丨How to write store text messages to attract customers?

The quality of a text message promotion copy often determines whether customers will click on the attached marketing product link or go to the store again to buy our products.

What are the copywriting standards and logic for better SMS marketing copy?

1. Stand in the customer's perspective and impress yourself before you can impress the customer.

When you write a marketing copy, please imagine yourself as a customer who is going to receive this message.

As a customer, when you see this message, will you be interested or just skip it?

If you feel that your feelings are not objective enough, you can ask a colleague to play a role.

An article that surprises or impresses everyone must first impress oneself before it can impress others.

There are several ways to impress customers. We will tell you through the following information examples.

(1) Case 1

1. "Dear <buyer's nickname>, do you know why XX brand can achieve such results: the top sales of original women's clothing, 6 brands under its umbrella... There is only one reason, that is you!

2.【XX Carnival】event is officially launched! During the event, all items start from 1 Yuan, capped at 50% off, and there will be additional discounts after the discount! Are you excited? How can we miss your visit with such a great offer? Then just click on the event address below: [XX Tmall store event page short link]"

Remark:

The content of this copy attributes the company's achievements to the client, making the client feel a sense of belonging and accomplishment.

(2) Case 2

"Dear <buyer's nickname>, I'm sorry, I didn't mean to bother you today. But today is the last day of the 50% off Carnival event. We have selected XX brand groups. In less than 6 hours, all the products in the store will return to their original prices. Today's 1 yuan flash sale is the last chance left. We really can't bear to let you miss it. Click on the link: [XX Tmall store event page short link]"

Remark:

On the last day of the big sale, customers were bombarded with various promotional information, and they were already aesthetically fatigued and even developed a resistance.

This copy is completely from the customer's perspective. It expresses apologies to the customer in a humble tone at the very beginning, which makes the customer let down their guard and easily read the copy.

(3) Case 3

"The most honorable <buyer's nickname> Queen, I am your official XX women's clothing flagship store. We are participating in the Tmall XX Carnival, with discounts of up to 80% off! Various international summer dresses, various celebrity fashion T-shirt packages, all for 69 yuan during the event, all for 6 yuan with free shipping. The more you buy, the more you save. Are you tempted? Then click on the event address below: [XX Tmall store event page short link]!"

Remark:

This copy captures the psychology of female users by respectfully addressing the customer as the queen. Which female customer would not be interested in seeing such a title of queen?

2. Tell customers who you are and increase brand stickiness

As the Taobao, Tmall and JD Internet platforms mature, customers may not just be customers of your store. They may receive a lot of marketing information in a day. Only when users can recognize you the moment they receive the marketing message will they be likely to take the next step.

Bad examples

“Dear <buyer’s nickname>, there are only 4 hours left in the sale, hurry up and grab it, it’s the last flash sale, if you don’t grab it, it will be gone! Link: XXXXXX

Remark:

This message has no personalization at all. There is neither a store name nor any distinctive content, which will only confuse users.

3. Extract selling points and pain points to accurately meet customer needs

Refining selling points is the most important step in meeting customer needs and should be the basic skill of every seller.

Precision means that we need to refine different selling points for different customers to meet their needs.

Don’t be vague about your selling points. Don’t tell your target customers: “We have discounts!”

Instead, tell them: “What kind of discounts do we have!”

(1) Case 1

"Dear <buyer's nickname>, today is the last day of the carnival. The 29 yuan beach pants will return to their original price of 79 yuan tomorrow. All products will return to their original prices tomorrow after the event ends. It's not too late today, so act quickly! For more discounted products, please click: [XX Tmall store event page short link]"

The following are paid content

Remark:

This copy is sent to customers who have consulted XX brand store. There are two reasons why this copy hits these customers: first, the price is super low, as you can buy a pair of branded beach pants for 29 yuan; second, it is very suitable for the season, as beach pants are a must-have for men at home and outings in summer.

(2) Case 2

"Dear <buyer's nickname>, our store's XX Carnival "Queen's Day" promotion is officially open! During the event, you can get 100 off for every 399 spent, 50% off, and coupons are available. Are you tempted? It's better to take action than to be tempted. For details, see: [XX Tmall store event page short link]

Remark:

This copy only selected two selling points: 100 off for purchases over 399 and 50% off maximum.

100 off for purchases over 399 is one of the discounts offered on the day, and it is also a relatively high threshold discount.

This corresponds to the spending power of the high-spending customer group .

(3) Case 3

“Dear <buyer’s nickname>,

Come to the XX brand store carnival scene in this warm afternoon! The 1 yuan flash sale starts at 3 o'clock sharp. If you grab one, it's free. What are you still hesitating about? , 50% off and free shipping on all items, special clearance prices as low as 49 yuan, and hundreds of fine dresses to dazzle you.

If you are interested, click [XX Tmall store activity page short link]"

Remark:

The copy was distributed on the second day of the promotion to customers who had previously made transactions with the store for less than 200 yuan.

The copy highlights extremely tempting words such as 1 yuan flash sale and 49 yuan special offer.

Successfully grasped the psychology of customers with low transaction amount who were greedy for discounts,

4. Create a promotional atmosphere and use network language

Don’t underestimate the power of copywriting. Text with a sense of picture and presence will make users feel as if they are in the scene.

Lively and vivid online language will make users feel naturally familiar with your marketing activities and your brand.

(1) Case 1

“Dear <buyer’s nickname>, it’s time to compete with each other in heartbeat, speed and strength. Let’s witness the speed of the 9.9 yuan flash sale. Let’s all come and watch: [XX Tmall store event page short link] for more special products. Welcome to the store to sweep and blow the battle horn…”

Remark:

This copy successfully creates an atmosphere of flash sales and low prices through the use of words such as "competition", "heartbeat", "speed", "sweep", and "battle horn".

(2) Case 2

"There are only 10 minutes left before the 1 yuan flash sale starts! [XX brand happy shopping, the shopkeeper is going crazy] 10% off for the entire store, 3 1 yuan flash sales a day! All kinds of low prices are shameless, welcome your majesty to visit~ [XX Tmall store event page short link]"

Remark:

In this copy, "low price without moral integrity" and "respectfully welcome your majesty" are both humorous online terms. Even across the computer screen, users can quickly understand what this copy is trying to express.

5. Remove Customers’ Shopping Barriers

For certain specific consumers, you need to learn to eliminate their purchasing barriers in your copywriting.

(1) Case 1

"Dear <buyer's nickname>, XX Building Materials flagship store is offering free shipping for all items, with discounts as low as 10% and 50% off, the lowest price in history. Are you interested? Then just click on this address: [XX Tmall store event page short link] Don't know how to install it? Don't worry, we support door-to-door installation services throughout the store, and worry-free after-sales service"

Remark:

This copy specifically highlights the information of door-to-door installation and worry-free after-sales service. Some customers may choose to give up the purchase for fear of installation troubles or other after-sales issues. For these customers, clearly informing them of the special services can dispel their purchasing concerns.

6. Summary of the copywriting

1. Pay attention to customer grouping and improve the conversion of promotions and payment reminders.

2. Pay attention to copywriting. Different activity interest points and different customer groups should have corresponding copywriting content.

The content of the copy should be flexible and should be combined with the psychological characteristics of the consumer user group. Copywriting that is too rigid and serious may not be suitable. Perhaps you can consider copywriting that is bizarre, entertaining, and has interactive elements. The copywriting should not give users the feeling that it is naked marketing. At least I myself hate this kind of message.

3. The use of customer copy promotions must be combined with the store's operating plan. It is necessary to consider that, first, the quota for product discounts is limited, and second, the number of times a customer can accept is limited.

4. Customer copywriting marketing is not just CRM SMS marketing. You can try it in combination with current traffic self-media content marketing tools, EDM, Weibo, WeChat, Toutiao, live broadcast, and Tik Tok short videos.

5. We are making friends with our customers, please don’t disturb them blatantly.

Don’t forget to send customers promotional information like this during a big sale:

"You are a high-quality customer of XX brand store. This message is to inform you of store promotions in a timely manner.

Please forgive me if this disturbs you. ”

This article is just a starting point, and I hope more partners can share more and better experiences.

Source: Xia Jiafeng