Prepare for Double Eleven: Master this rhythm and write sales copy with high conversion rate!

The countdown to preparations for Double Eleven has begun, and the death command of high conversion has become the sword of Damocles hanging over the heads of e-commerce copywriters - the success or failure of this year's e-commerce carnival feast depends on this battle!

Without further ado, today I’m going to talk to you about the sense of rhythm that high-conversion copywriting should have, using examples.

Conversion rate has always been a life-and-death test for sales copywriting. Once the logical lifeline is not grasped, it will repeat the tragic mistake of Pechoin, which had a conversion rate of only 0.8% with its long pictures that filled the screen. What's more, even this 8/10,000 has become a luxury.

Now, the preparations for Double Eleven have entered the countdown, and the death command of high conversion has become the sword of Damocles hanging over the heads of e-commerce copywriters - the success or failure of this year's e-commerce carnival feast depends on this battle!

Without further ado, let me now explain to you the rhythm that high-conversion copywriting should have, using examples:

(Note: The marketing copy described in this article is mainly aimed at physical products that the audience has a certain purchasing power)

1. Quickstep opening: a title with a strong sense of substitution + a clear opening

In the past, e-commerce marketing copywriters mostly adopted roundabout tactics, writing a series of vague and soft articles, for fear that consumers would see that they were hard advertisements and reduce their interest in reading.

However, in today's era of consumption upgrading, those pretentious and flashy copywriting routines have long made people tired, and the targeted customers who really have the intention to buy are also tired of comparison shopping in lengthy soft articles. Therefore, today’s product marketing copywriting should not start off with a long-winded or unclear direction, which will cause consumers to turn off the product immediately. The opening of the copy should be as light and flexible as a quickstep, going straight to the point:

1. Topics that require a strong sense of immersion

Consumers who have been honed by clickbait headlines have long seen through all the tricks. Therefore, simple and straightforward substitution questions have become the mainstream today, making shopping more efficient and accurate.

For example, the new e-commerce company " Yi Tiao Lifestyle Store" has set a good example for everyone -

In 2014, within 15 days of its establishment, the number of fans of Yitiao official account exceeded one million. In 2016, the e-commerce platform Yitiao Lifestyle Store, which is aimed at the new middle class, was established, and its sales exceeded 10 million in more than half a month. At 21:24 on the day of Double Eleven in 2017, the daily sales of Yitiao Lifestyle Store exceeded 10 million...

So, how can this e-commerce platform with a distinctive style and pursuit of ultimate quality grow rapidly in the red ocean era of e-commerce?

There is a particularly obvious feature in the marketing copy of Chujianyitiao - the titles use plain but descriptive sentences that directly hit the audience's pain points. There is no show-off, teasing or rudeness like other e-commerce copywriting, but it tells the role of each product in a certain scenario, or what attractive features it has.

For example, when introducing shampoo, the title of one push is "A shampoo that is popular in North America. Hair will be shiny and flowing after washing", which hits the new middle class's admiration for foreign things, and at the same time describes the usage scenarios, which makes people yearn for it; when introducing body lotion, the title is "Instantly absorbed, super moisturizing body lotion, you don't even need to use perfume after applying it", which has two major product features, a major value-added point, and a scene description with its own fragrance, all of which are clearly arranged in more than ten words; the push for massagers is "Stretching, massage, sit down at home", which covers the main functions of the product and solves the pain points (you can easily enjoy it at home) in less than ten words. It can be said that the word is precious, but every word is precious.

At the same time, there is also the leading maternal and infant e-commerce account " Nian Gao Mama ", and the titles of the public account products also follow this routine: for example, "No falling off, no pilling, no snagging, such comfortable stockings are a must-have for this autumn and winter", the three major advantages directly hit the pain points, and the autumn and winter must-have scene is created; "The affordable facial cleanser is only 100 yuan, much cleaner than washing your face with water", introduces the price advantage and hits the pain point that washing your face with water is not clean enough; "A super-capable storage bag saves mothers who take their children out during long holidays", the audience, function, and scene are simple and clear...

Therefore, most of the questions with a strong sense of immersion have the following elements: descriptive language, usage scenarios, product features, and solving pain points. By utilizing the arrangement and combination of the above elements in the title, you can accurately capture the target group, create an immersive purchasing scenario, trigger the desire to click, and complete the first step of traffic generation .

2. Point to a clear beginning

No more storytelling, no more expressing emotions, but speaking directly from my heart - you have so many troubles, and my product can solve them all, so I just ask you, will you buy it?

For example, one of the tweets selling cheese sticks on the WeChat account "Kaishu Tells Stories" begins like this: "Have mothers ever encountered this kind of trouble: when active babies jump up and down and play with the world, they always worry about what to feed them to quickly replenish their energy... High-energy and delicious snacks are a good choice. Why not try cheese products..."

Another example is the opening line of a copywriting for an eye cream: "Eye wrinkles, eye bags, dark circles, these eye problems are common, but it is difficult to solve them... Today I will introduce an all-purpose eye cream to help you fight these eye problems."

Another example is the promotion of children's shoes in the large-size "Baby Nutrition Complementary Food" for mothers and babies: "After the baby can stand, he starts to try to move his legs and wobbly want to learn to walk... The first priority for mothers is to choose a pair of suitable shoes... Based on my many years of shoe shopping experience, the GGOMOONSIN & KOMUELLO walking shoes from South Korea really meet all my requirements for walking shoes..."

It can be seen that the main logic at the beginning is "raising consumer pain points or demands - throwing out the main features of the product - solving pain points". With these three steps, the customer's attention will be captured.

2. Slow Waltz Development: Plain language + step-by-step product introduction + scene introduction + multiple insertions of product purchase links

The audience has taken their seats, and the product show is about to begin.

1. Plain language

At this time, you still need to control the exaggerated acting spirit in your body and narrate in a friendly, natural and colloquial manner, as if you are introducing an old friend to others.

For example, a general transition phrase like "Today, Yitiao Life Store recommends this XXX for you..." is used. At the same time, when introducing products, efforts are made to use the most understandable and immersive language to describe them. For example, when introducing a facial mask, "This facial mask has a white cream texture... It is very smooth and moisturizing after application... It also has a light milky fragrance, which is particularly pleasant." There is no need for brilliant writing, just like an elementary school essay describing an object, mentioning the product's color, shape, texture, taste and other features one by one, but it is very vivid.

2. Gradual text development

The "sequence" here can be roughly summarized as the following process:

• Background (overseas, award-winning, rare raw materials, etc. are preferred)
• The biggest advantage
• Main effects introduction
• Basic product information
• Evaluation (can be self-evaluation or online review) or the influence it has generated
• Expand and describe the product's efficacy or features
• Usage and precautions
• Manufacturer profile (if it is a big name manufacturer, please place it in advance)

(Note: The above process can be deleted or adjusted according to the actual situation)

Take the "Universe Sand Table Temperature Control Quilt" promoted by Uncle Kai's storytelling as an example. The copywriting is introduced in the following rhythm:

• Background: Using high-tech aviation temperature control fiber black technology
• Biggest advantage: Constant temperature
• Effect introduction: Coax the baby to sleep and stop the child from kicking the quilt
• Basic information: color (mercer white), classification (thick hydrophilic temperature-control quilt, popular antibacterial temperature-control quilt), specifications, etc.
• Function expansion: Children's sleep characteristics, constant temperature quilt functions (constant temperature, antibacterial, moisture absorption and breathability, excellent workmanship, etc.), manufacturer introduction
• How to use: Four seasons

Let’s take a look at the power bank sales copy of the marketing giant “ New World ”:

• Background: The Beatles authorized
• Biggest advantage: The first limited edition collector's edition of the Beatles' official IP cultural creation
• Manufacturer's Introduction: The Beatles' Spiritual Values
• Functional introduction: strong practicality, high-end taste
• Basic information: shape, capacity, weight, set gifts, etc.
• Influence: The only genuine authorized copyright in mainland China
• Instructions: Instructions for using the products in the set (stickers, maps)

From the above analysis, we can see that the logic behind the content of various large-scale sales texts is similar. The rhythm is slow and natural. In the seemingly colloquial and disorganized description, the advantages of the products are highlighted without any effort. The product selling points are introduced many times, which unconsciously strengthens the reader's sense of demand and pushes the shopping desire to the peak.

3. Scene Substitution

In the main text, the soothing rhythm needs to be constantly filled with stimulating points to continuously promote the desire to shop, and the ambush of stimulating points requires the creation and substitution of scenes.

For example, when the literary giant "Shiyi" launched a thermos cup and kettle package, it described the following scenario: "But the temperature has dropped sharply in the past two weeks. There have been several times when I was typing and was about to reach for the cup to drink some tea, only to find that the tea in the cup had already gone cold. I wanted to get some more hot water, but the water in the kettle was either warm or completely cold..."

It seems to be just a diary-like narration, but with the relevant pictures, it has actually vividly restored the pain points in life. At the same time, the following text describes the test results: "I opened the thermos at around 10 o'clock the next morning. There was no odor overnight. I measured the water temperature in the kettle and it was still 71.6℃. The water temperature in the thermos cup was about the same, a little hot, but it was comfortable to drink after cooling for a minute or two."

Through contrasting descriptions of common life scenes, the reader's emotional rhythm is directly driven, and in a subtle way, the consumer's emotions are transitioned from the worry point of "Wow, it is really like this" to the excitement point of "That's great, it can be done this way."

4. Insert product purchase links multiple times

Just like when you first walked into Watsons, there were many shopping guides around you promoting products eloquently. You finally heard the pain points and wanted to buy, but found that they took you standing at the door. When you asked her where the shelf of the recommended product was, she ignored you and continued to introduce it. If you can continue to listen, you are either too kind or too bored.

Similarly, the product purchase links in the copy are like offline shelves, which must be placed just right to facilitate transactions most efficiently. Moreover, the product cannot be placed in just one place; it needs to be shown to readers multiple times so that they are directly stimulated to place an order without having time to think too much.

Currently, most sales copy generally inserts the purchase link about 3 times (refer to the order mentioned in the "step-by-step text" above):

First time: Insert after product efficacy introduction

By directly hitting the main point, the main text's biggest advantage, and a brief introduction to the efficacy, users are more likely to have their first purchase emotional peak. At this time, insert the first link and the transaction is completed directly under the impulse of consumers who wish they had known each other earlier.

Second time: insert after the end of the text

Through a complete introduction of the product, some consumers who skipped the first link due to hesitation can finally put their doubts aside and choose to buy. It is just right to hand over the link at this time.

Third time: insert the original text

Push sales on the last batch of skeptical customers.

3. Elegant Closing

The ending usually has the following form:

Summary: Summarize product advantages, strengthen the ability to solve pain points, and strengthen consumers' confidence in purchasing.

Discount type: throw out discount information and finally make an effort to attract purchases

Traffic diversion: directly add links to other products or shopping columns to divert traffic

In short, mastering the sales rhythm technique of "fast in - slow down - steady out" is to grasp the basic logic of efficient marketing conversion, which will help everyone avoid self-indulgent creative detours and pursue high conversion rates of copywriting!

I wish you all a successful copywriting and big sales of your products on Double Eleven !

Source: 51coo