From CTR 0.5% to CTR 7%, share 3 great promotion ideas!

A few days ago, I wrote an article about information flow landing pages . Today, I want to talk about creativity. After all, the connection between the two is too close.

I think everyone must have wondered this question: "Why do other people's click-through rates are higher than mine?"

It’s actually very simple, as long as it conforms to the characteristics of information flow .

For information flow users, they have no demand at first, but they click on the advertisement just because they happen to see that it is " related to me ".

Therefore, "generalizing the population is a taboo" in information flow creativity .

For example.

• Girls can easily show off their long legs by matching their outfit like this!
• Short girls can easily show off their long legs by matching their outfit like this!

Which one do you think has a higher click-through rate? It’s definitely the second one, and relatively speaking, the conversion rate of the second one is better. Because it conforms to the characteristics of information flow and is closer to user attributes.

Come, I will teach you a few tips now, so that you can easily write creative ideas with high click-through rates.

In most cases, the groups of people promoted by information flows are “potential groups”. Then we need to understand the attributes of potential users so that we can prescribe the right medicine.

There are so many attributes of the crowd, we only need to focus on these three points.

Purchasing power is a very important attribute. Because people with different purchasing powers have different consumption habits and concepts.

For example, high-spending people are willing to pay for some added value; while low-spending people may pay more attention to the price-performance ratio of the product.

Take luxury cars as an example. First of all, its consumers must have a certain purchasing power, so we use the word "successful people" to attract their attention.

Therefore, the first attribute of the crowd is to clarify purchasing power and label it.

For example: successful people, fixed salary, 3,000 yuan, monthly salary of tens of thousands, annual salary of one million, etc.

No matter how good your product description is, it will be useless if it doesn’t hit the people who actually have the decision-making power.

For example.

We all know that the real target audience of early childhood education is not children, but mothers. So instead of magnifying children's interest in the product and strengthening the connection between children and the product, it is better to highlight "what my course can let your child learn and to what extent" to magnify mothers' desire to see their children become successful.

Therefore, the second attribute of the crowd is to clarify the final decision-making power.

Maybe you are wondering , "I have already set the region in the targeting, why do I need to add the region in the creative?"

It’s simple, make creativity highly relevant to users.

For example.

• Notice! Tickets are free for travel to these areas in April~
• Attention, people of Handan! Tickets are free for travel to these areas in April~

The first creative idea targets too broad a group of people, making it difficult for users to associate the idea with themselves. However, the second creative idea specifically targets a group of people, and even if it does not result in clicks, it will attract users' attention and make them read the idea in its entirety.

Therefore, the third crowd attribute is to clarify the user's region.

As mentioned above, we understand that a creative with a high click-through rate requires clear user attributes, but this alone is not enough. We also need to understand user needs and the conflicts between users and products.

Now that we have identified the attributes of users, we need to understand the conflicts between users and products. That is: what are the user's needs for the product.

So how do you find it? The following are some more convenient methods.

That is, imagine yourself as a user, and then try to describe the psychological activities that users will go through or the inconvenience behaviors that they will encounter before they have a purchasing desire.

Take the example of a car, and then try to picture the inconvenience that occurs to the user before the product is needed.

For example: In the summer, I sweat a lot every day when I take the bus to and from work; the transportation is inconvenient; my colleagues have it, so I want it too...

That is, collect the target users' needs for the product through some tools or customer service.

Take travel as an example.

We can learn from some vertical forums, travel posts or customer service how many people usually travel with the user, how much their budget is, what are their biggest concerns when traveling, etc.

Once you have clarified the user attributes and needs, you can basically write a creative with a high click-through rate.

But finishing writing does not mean the end, we still need to self-examine our creativity!

This is an era of information explosion, so in order to ensure that our ideas are indeed good ones, we need to conduct self-tests on them.

Generally, it can be divided into the following points:

1. Can users be interested in your copy ?

That is: Is your creativity closely related to the user's interests, benefits, etc.? Can a connection be made?

2. Can users understand the content of your copy?

That is: Is your copy easy to understand? Can it be connected to something the user already knows?

3. Does the copy read smoothly?

That is: Is the logic of the copy clear? Do users understand what you want to say?

After completing the above self-examination, we can basically judge the level of a creative idea.

The above are some thoughts on creative writing. Basically it can be summarized as:

Crowd attributes + crowd needs - self-testing = a good idea

What's the meaning?

That is: after combining the three attributes of the user with the user's needs to write out an idea, do addition and subtraction on the idea through self-testing, and then it can basically be called a good idea.