How to design fission posters to achieve high dissemination and high conversion?

Ever since I started operating the business, there is one thing that always gives me a headache, and that is posters.

As a very important marketing tool in the era of mobile Internet , especially when fission marketing has become the mainstream gameplay, attracting more than 100,000 users with just a poster has become the dream of every operator.

I have this dream too. It is this function that supports me in revising the text time and time again. The most difficult time was when I spent three hours to revise just one sentence.

Is it worth it to spend three hours revising a sentence? The answer is yes, because that one modification brought about a four-fold increase in user size.

Since then, I often pay attention to the posters in the circle of friends , while summarizing and thinking: What kind of poster can bring high dissemination and high conversion ?

After looking at more than a hundred posters, I figured out one thing: copywriting determines the issue of attracting users and making light decisions, while design elements influence the user's final decision to purchase or participate.

Therefore, as long as you grasp the two aspects of copywriting and design elements, it will not be a big problem to make the poster go viral and bring in a considerable number of users.

So, what are the tricks for poster copywriting? What other design elements should we pay attention to?

In order to answer these questions, I tried to summarize 4 specific routines for poster copywriting and 6 elements needed when designing posters for reference by operators.

Enjoy～

01 Four routines for poster copywriting

If you often observe the posters in your circle of friends and WeChat groups , you will definitely find that they have certain rules. Although there may be differences in the textual expression, this does not hinder the summary.

This is because, behind the copywriting is the insight into human psychology. As long as you grasp the corresponding psychology and do a little training in writing, you can write copywriting that touches people's hearts.

There are four main psychological factors that can make users willing to take action when they see posters. These four factors correspond to four types of copywriting, namely: pain point type, authority type, acquisition type, and quick-to-write type.

(1) Pain point type

The so-called pain point type uses a fear-inducing description to point out the user's problem, and this problem is the user's pain point.

Why?

This is because pain points are the users’ deep and real needs. Having needs means a sense of lack, and sometimes users cannot feel this feeling. It needs to be pointed out and made to be felt. Fear-based descriptions can create pressure on users, that is, fear, and make them willing to act.

Once you point out the pain points and let the users feel them, isn’t that enough? Obviously not. A solution needs to be provided, which will give users a sense of comfort, and further lead to trust, action, and even payment.

So the formula for pain point copywriting is: fear-inducing problem description + solution.

For example, if there is a question about books like “How long has it been since you finished reading a book?”, a motivated person would feel a little uneasy when seeing it, because everyone around him is learning, making progress, and reading, but he is standing still for some reason. Naturally, he will feel anxious and fearful, but when he sees the question “Join the sharing plan now”, he will probably scan the code without hesitation.

The following is an example of pain point copywriting. You can carefully appreciate the "fear psychology" in it.

There are three points to note when writing about pain points. The first is scenario-based copywriting, which means that users can instantly feel the current problem. The second is that the sense of fear cannot be too strong or too weak, but should be moderate. The third is that the solution should be reliable and as directly related to the pain point as possible.

If you don't grasp these three points well, your copy will drive users away and make them no longer take action, which is not worth the loss. After all, getting users to take action is the purpose of copywriting.

(2) Authoritative

The so-called authoritative type is to use well-known brands , companies, organizations, or famous celebrities as gimmicks to attract users, and encourage them to reduce decision-making costs and increase trust.

After increasing trust, the content to be shared can be introduced. This content can be a pain point, a hot topic, or even general things that can make users willing to take action.

So the formula for authoritative copywriting is: well-known brand or eye-catching title + shareable content.

For example, many of the courses on Shidian Reading use authoritative copywriting techniques.

Things like "Harvard scholar's super practical study method" and "Poetry class taught by a Peking University mom" all use famous schools like Harvard and Peking University as gimmicks. When parents see these famous schools, they will naturally have fewer doubts. In addition, "study method" and "poetry class" are indeed the needs of children to a certain extent. Parents who value education can easily make quick decisions.

Therefore, if your product contains authoritative attributes, you can use this copywriting routine, but the premise is that the authoritative attributes must be real and not fake, and the courses must be valuable and not parallel imports, otherwise it will be easy to lose reputation.

(3) Acquired

The acquisition type is the most commonly used copywriting routine at present, because it takes advantage of people's acquisition psychology, and people generally have a sense of acquisition in three aspects: physical, psychological, and wealth.

Things like increasing height and losing weight are physical gains, while relaxing and getting rid of anxiety are psychological gains. As for wealth gain, it is related to money. After all, this is the most attractive part of human nature. Many financial advertising copy focuses on wealth gain.

So, is it enough to just know how to gain psychology? You also need a product that can generate a sense of gain, because only your product can tell users what they can get.

Therefore, the formula for acquisition-type copywriting is: product name + physical gain or psychological gain or wealth gain.

When we apply this formula, wealth acquisition must be the first choice, but it cannot be used all the time because it is easy for users to feel exaggerated, while psychological gain can avoid this most of the time.

The following course copywriting of Ten Points Reading is a typical acquisition routine, such as expanding the house, taking the initiative in relationships, and children becoming academic masters. They exploit psychological gains, which can easily comfort and satisfy users psychologically and spiritually.

(4) Rapid prototyping

The so-called quick-form copywriting takes advantage of the desire for speed and lets users know that using a certain product can produce quick results, thereby reducing their decision-making costs and allowing them to act or purchase quickly.

Why do users want speed? This is because one of the human natures is laziness, and laziness means a demand for efficiency. After all, time is precious, and products that can be guaranteed to be completed quickly will inevitably be given priority.

So what is quick success? That is, you can achieve the desired effect by spending a small amount of time and effort. Therefore, the formula for quick-writing copywriting is: less time or less learning tasks + good presentation effect.

Quick-write copywriting is the most common routine, mostly used in the fields of education and training or knowledge payment , because learning is the most time-consuming and is also the most anticipated to produce results quickly. After all, the competition in this society is high, people are generally anxious, and they all hope to turn their time into money quickly.

For well-known knowledge payment players like Shidian Reading, most of their courses are quick-fix courses, such as the following copywriting. It can be seen that this routine has become popular and is no longer new.

The above are four common copywriting routines. By using these routines and determining the main copy according to the product, you can basically complete 50% of the work of a poster. The remaining 50% depends on the six elements of poster design.

02 Six elements of poster design

Regarding the elements of poster design, I believe many people have seen this version: user identity, main title , course outline, trust endorsement, sense of urgency and short-term benefits.

This version of the six elements is actually very practical, but the author feels that the most fundamental principles have not been made clear, because the most important thing in marketing design is to extract the user's psychology.

The most comprehensive summary is the six elements in "Influence": reciprocity, commitment, conformity, authority, liking and scarcity.

(1) Preferences

The most typical applications of this factor are the endowment effect and loss aversion. The former means that when something is about to be lost, it will be more valuable than others, while the latter means that the pain of losing something is greater than the happiness of getting it.

By using these two applications, users can be told what they will lose if they do not take action, or what extra they will get if they take action (such as extra premium information), thereby promoting purchases.

The most typical example is the New World Marketing Course, whose “price increase of 5 yuan for every 10,000 people purchasing” makes users think that “if they don’t sign up, they will lose the opportunity to buy the course at a low price”, which greatly promotes its sales.

(2) Authority

The principle of this element is that users tend to have a stronger sense of trust in things with high popularity, so we will see that many posters will strengthen the teacher's portrait, title, and introduction to reflect their professionalism. They will also highlight famous schools, famous companies, and even recommendations from some big names to reduce user decision-making.

For example, the education industry often uses terms such as "famous teachers from Peking University and Tsinghua University", "the best team from Peking University and Tsinghua University", and "world champions" to attract users to make quick decisions. This is an industry where this factor is used relatively frequently.

(3) Follow the crowd

That is, the principle of social identity. This element guides users to take quick action by creating an atmosphere of multi-person purchase. Common usages include displaying altruistic invitation language on the avatar, or displaying words such as "xxx people have participated".

For example, the picture below shows that “More than 160,000 people are learning new media ”, which gives users the feeling that “Since so many people are learning it, it must be a good course, and I will sign up for it too”. As long as users have this mentality, payment is a natural thing.

(4) Commitment

The essence of this element is to take advantage of the psychology of speed and gain, and make promises about the effects of user actions, that is, to tell users that they can get the expected results after taking action. A typical application is to use quick-formed copy in the main copy of the check-in activity and the course outline.

For example, the reading training camp recently launched by Quanwai has the main title "14 days to help you read "Principles" thoroughly" and the various nouns and effect descriptions listed in the course outline, all of which use the commitment element to tell users what they can get if they persist in 14 days, satisfy their inner expectations, and motivate users to take action.

(5) Reciprocity

The underlying logic of this factor is to give users benefits and satisfy their desire to get a bargain. Faced with such a "favor", users will "repay" with purchases, and the common uses of this factor are free, special prices, group purchases, etc.

For example, Haifeng’s 21 Reading Challenge Plan uses a price anchor (original price 100 yuan) to force users to pay attention to the word “free”. Users will scan the code to participate in the event out of reciprocity, thus completing initial customer acquisition.

(6) Scarcity

The purpose of this element is to create a sense of urgency, because only rare things are more valuable and users are more willing to make decisions as soon as possible.

As for the usage of this element, the most common ones are limited time and limit, such as only for xx days, limited to xx people, first xxx people free, etc. In addition, exclusive or first release are also used to highlight the sense of exclusivity.

For example, in the example just given, Haifeng, while being free, adds “a limit of 500 places per day” to create a sense of urgency among users, further increasing the possibility of users’ willingness to act and greatly reducing decision-making costs. This is a very effective combination of means.

Summarize

The above are the six common copywriting types and poster design elements. Each one is worth studying and applying. If used properly, you may be the next Youshu or Shidiandushu.

Finally, a brief summary is made for readers to record and collect:

• 4 routines for poster copywriting

Pain point type: Fear-based problem description + solution

Authoritative: Well-known brand or eye-catching title + shareable content

Acquisition type: product name + physical acquisition/psychological acquisition/wealth acquisition

Quick prototyping: less time consuming/less learning tasks + presentation effect

• 6 elements of poster design

Preferences: Endowment effect, loss aversion

Authority: Professionalism, famous schools and companies, recommended by experts

Conformity: Altruism, Social Identity

Commitment: the desire for quick results, the desire to gain, and the effect of action

Reciprocity: Price Anchor, Gaining Advantage

Scarcity: urgency, exclusivity

Source: Dugushang