The growth caused by one sentence of copywriting and the logical code behind it

Sometimes a piece of copy can achieve unexpected results just by changing one word. What is the logical code behind this?

Let me first talk about a foreign case about the growth of copywriting - Tickle: an online photo storage tool .

At first, Tickle described the service as: storing your photos online. The effect was not good, so it was later changed to: Share your photos online.

By changing just one word, the company was able to add 53 million users in just six months. Later, they created a dating app that followed the same principle.

The original service language was: Looking for a date. Later it was changed to: Help others find dates.

Eight months later, the service had 29 million new users.

When I saw this case, I was very excited. Although the case itself is suspected of exaggerating the effectiveness of copywriting, its copywriting thinking is quite impressive.

Let me first tell you about a small case from my actual experience. Without bragging, this really triggered growth.

One word change resulted in 4 times growth

I once changed a word and quadrupled the effectiveness of a text message.

At that time, when doing recruitment business, customers could filter users according to conditions and invite them to submit resumes. There is an automatic trigger action in the message mechanism: after the invitation is sent, a text message notification is triggered.

The original text message reads as follows:

{Name}, HR of {Company Name} invites you to submit your resume: {URL}

The effect is not satisfactory, I thought about it and modified it as follows:

{name}, the campus recruitment manager of {company name} invites you to submit your resume: {url}

{name}, the recruiter of {company name} invites you to submit your resume: {url}

For fresh graduates, I changed the HR position to “Campus Recruitment Manager”, and for white-collar workers, I changed it to “Recruitment Manager”.

This is not a clickbait title , nor is it a scam, because the invitation price is expensive and most of the clients who use it are people in charge of recruitment. As a result, this small change of mine caused a riot, the performance increased fourfold, and the boss directly gave me a targeted red envelope, which was four times larger than the usual red envelope.

Later, my boss asked me to set aside some time to optimize the copy and all the places involving the copy. For example: key processes, key pages, text messages, emails, push notifications, WeChat , etc. were all given to me to practice trial and error, and I also made some testing tools. I have shown the results of my work in an article on practical growth hacking .

As shown below:

This is a prototype of a copy management system I made, which includes the initial copy, plus the copy effects and message mechanisms that have been tested in previous times. It was two years ago, and what was lacking at the time were thinking principles and psychological targets.

Later, after I left the recruitment field and entered operations research and development, my desire to study operations further increased. So, I still take it out from time to time and think about this set of things, trying to inject the logical codes of psychology and thinking into the copywriting system.

In order to arouse everyone's interest in copywriting and even operational research and development, and to have a new understanding of operations (operations are a combination of high IQ and high EQ, not the operator as I defined them), I will give you an example of a set of trial and error solutions I have done before, and talk about copywriting thinking.

Logical codes in copywriting: Where do these copywritings come from?

During my period of operations and development, I developed a trial-and-error plan to use off-site H5 red envelopes to promote sharing and downloading. Among them, there is a floating sharing button in the lower right corner of the page. I roughly measured it and it can accommodate no more than 8 characters.

As shown below:

How to optimize the copy within the small space of 8 words.

My idea of ​​trial and error at the time was: first test the copy angle (user copy), then test the strength of the copy and visual performance, and finally do a combination test of high-driving elements to achieve the best effect, and then standardize the execution.

From a logical point of view, when I was thinking about trial and error copywriting, I listed three questions for myself:

1. Where are the user questions?
2. How do I dispel user doubts?
3. What copywriting can be more effective in eliminating the impact?

From a psychological perspective, there will always be some elements on the page that cause cognitive dissonance, and copywriting is the best solution. According to the above logic, I found the following test points:

Test point 1

User question: Why do you send me a red envelope? (Reasons for sending red envelopes)

Dispel doubts: red envelopes for new members, red envelopes for sharing, red envelopes for occasions, red envelopes for activities, and reading rewards.

Related copywriting: Newcomer package, limited time red envelope, random red envelope, reading reward (you can observe some news sites, usually when you slide to the comment area, this reward will pop up)...

Test point 2

User question: Are the red envelopes real? (Red Envelope Credibility)

Dispel doubts: red envelope agreement (principle of influence), evidence from others, and reverse suggestion.

Related copy: There is xx yuan left, only new users can claim, xx people have claimed, xx% people have claimed, one copy per person, swiping bags and receiving red envelope agreements are strictly prohibited. (This is not currently used in the industry, so feel free to use your own ideas)

Test point 3

User question: How many red envelopes can I receive? (Red envelope amount)

Dispel doubts: highest a yuan, lowest b yuan, ba range.

Related copy: 1 yuan, maximum 10 yuan, minimum 1 yuan.

Test point 4

User question: What is the probability that I will receive a red envelope? (Expectations met)

Dispel doubts: give a probability.

Related copywriting: 100% available, 51% available, 99% available…

The copywriting above is what I thought of randomly. You can see that when writing the copywriting, I did not start with the copywriting itself, but first listed the thinking logic and thought from the user's perspective. This is a deeper thinking logic than my previous article about copywriting (Copywriting growth strategy: How to achieve the effect of Steve Jobs without Steve Jobs ' talent).

Therefore, when we do growth, testing is an essential means. Before testing, we must first use logical thinking to test the materials and grasp the thinking angles, only then can we reap the miracle of growth.

The author of this article @韩利 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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