If you want users to click on your ads, try these 5 methods!

We have to admit that we live in an age where advertising is more ubiquitous than ever before. Especially in recent years, with the popularity of smartphones, advertisements have penetrated into everyone's lives.

We have found that more and more advertisements are beginning to appear when we are browsing our Moments , checking Weibo, and reading the news. These ads are becoming more and more like the native content in the APP, and this form of advertising is called " information flow advertising ."

The content in the APP is like a never-ending, rapidly flowing stream of water, with " information flow ads" interspersed in it, trying to compete for your rapidly rotating eyeballs and attract your attention in the next second.

However, an interesting phenomenon has also emerged: many users can identify soft and hard by the title , judge whether the article is sincere after reading a few sentences, and even master the unique skill of blocking and unfollowing marketing accounts in one second.

Users are becoming more difficult to please and their tastes are becoming more picky, which means that our strategies for creating information flow ads also need to be adjusted to cope with the changes.

However, before making any adjustments, we must first clarify one fact: qualified information flow ads are not ads. The first second you treat information flow ads as ads and write them according to the ideas of traditional ads, you are wrong.

Users will skip over your exaggerated expressions and self-praise of the product at a glance, and will even secretly curse it as a hateful advertisement.

If information flow advertising cannot be written as advertising, then what should it be written as?

A good information flow ad will not appear so abrupt or annoying when it appears in the user's browsing process and tries to attract the user's attention.

A good information flow ad is like a friendly reminder to users, like a belated notification, like a fun new message, or like an interesting story.

Today, we will tell you about 5 major templates and help you master the correct way to content-based information flow advertising.

1 "Notify User" template

Please recall the scene when you saw the "notification".

When I went to work in the morning, there was a notice posted on the door of the property office:

“The holiday is approaching, and there has been an increase in pickpockets in our city recently… Please remember to close the doors and windows when you go out…” Or the phone rings with a new push notification: “xx Membership Day… Grab your membership benefits now…”

When you receive a notification, perhaps the content of the notification itself is boring, but when this message is received as a "notification", you will intuitively feel that there may be something new happening now, and these situations are what I need to know.

In fact, push notifications have become the only reason for many users to open certain low-frequency apps.

That’s how notifications feel.

When creating advertisements, what we need to do is to replicate this feeling into the context of users reading information flow ads, so that users feel that you are providing a useful notification and expect to get some useful information after clicking on the copy . This is the Notify User template.

The specific operation method is actually very simple: add prompt words in front of the original advertisement, such as "new message, friendly reminder, today, it is said" etc., so that your advertisement looks more like a notification to users.

For example:

Book Spring Festival train tickets and save yourself the hassle of booking tickets.

This copy is in the form of direct description, and users may not have any special reaction after reading it. If we use the "Notify User" template, this line of text could be written as:

Notice: You don’t need to rush to buy Spring Festival train tickets, you can book them here.

Do you feel like your attention is quickly captured after reading it?

Here are some examples of how the Notify User template compares.

Direct narration:

After rewriting using the "Notify User" template:

2 Raise questions template

Please think back to whether there is a situation where some information flow ads have already said the content in the title. for example:

Memorize words easily and you will be able to understand the English version of Harry Potter in one month.

How will the user feel after reading this copy?

"I know that when I click on this ad, the content will either be a method of teaching me how to memorize words or an introduction to an English training institution." In other words, the user already knows what you are going to express the moment they finish reading the copy.

This will cause users to give up clicking because they already know what you are going to say and lose the motivation and interest to click.

“If you want to sell rice, first create hunger.” In title copywriting, if you want users to click and explore further, we first need to arouse their interest. When users are curious about what you are talking about, they will want to click.

Let's hear a story. Leonardo Dicaprio plays George in the movie The Wolf of Wall Street . Once, George needed to recruit a salesman.

Little Leo took out a pen and asked, "Sell me this pen."

Most salespeople do the same thing:

This is a very useful pen!

This is a high-quality pen imported from Germany, buy it!

The talented salesman who would later become George's right-hand man said:

Could you sign it for me?

In fact, most salespeople just talk about the selling points of the pen, but actually stating these selling points does not make any connection with the consumer. "Can you sign an autograph for me?" instantly arouses the consumer's interest, and the effect is naturally better.

Back to the English education copy above, if we make the following changes:

Remember these English words and you can also understand the English version of Harry Potter.

“Remember these English words—so which English words are they?” After reading, users will have a natural curiosity and a desire to explore further. This will give you motivation to click next.

We have also rewritten the following examples using the "raising questions" template.

Direct narration:

After rewriting using the "Raising Questions" template:

3 Create Scarcity Template

If you were given an opportunity right in front of you, would you cherish it? Most people’s mentality at this time may be: Since the opportunity is at my fingertips, I will do it when I have time in the future.

But opportunities are often lost.

There was once a sincere love in front of me, but I did not cherish it. When I lost it, I regretted it deeply. This is the most painful thing in the world.

I believe everyone has submitted a resume or changed jobs. If you see this text when you are preparing to change jobs:

The year-end job-hopping season has begun, with hundreds of thousands of companies for you to choose from!

The user's mentality may be: This job opportunity is good; but it's still early, there's no rush to revise the resume, and there are so many opportunities, so why not talk about it later. It is very likely that the target users will give up clicking on this copy.

So how do you use the “Create Scarcity” template to modify this copy?

The so-called "creating scarcity" means adding restrictions to the opportunities provided in the copy, whether it is time restrictions, location restrictions or crowd restrictions, which will make the opportunity seem more scarce.

For an opportunity that is scarce rather than readily available, users will feel that the opportunity is fleeting and therefore want to take action quickly.

Creating a scarce template is to remind users that opportunities are fleeting. So this text can be changed to:

Attention office workers, as of the end of 2016 , the top 500 companies are hiring urgently .

"Limited to the end of 2016" is placed here, which means that if I don't get this job by the end of 2016, then the job opportunities from these Fortune 500 companies will most likely slip away; so I need to quickly click on the copy to see which companies are recruiting and when the deadline is.

Let’s take a look at the following examples of using the “Create Scarcity” template.

Direct narration:

After rewriting using the "Create Scarcity" template:

4 Compare to the Past template

If an object is placed in front of you alone, it is difficult for you to feel its value; but if it is placed together with contrasting objects, the value of this object will become very clear.

What does it mean?

Everyone has seen Stephen Chow’s movie “A Chinese Odyssey: Part One – Pandora’s Box”. There is a passage like this: After learning that Qiuxiang is a beauty, Tang Bohu and his friends prepare to go to the temple fair to take a peek at her.

Tang Bohu shouted "Qiuxiang" in the crowd, and Qiuxiang turned around.

At this time, Tang Bohu felt

His friends said

…

At this time, Tang Bohu discovered

In copywriting, many copywriters only focus on describing the benefits users get after using the product. However, such descriptions may not allow consumers to perceive them directly, just like Tang Bohu did not think Qiuxiang was beautiful at first sight.

A good way is to "compare with the past". In the copy, it is necessary not only to describe the possible benefits of using the product, but also to describe the user's status before using the product, and compare the estimated benefits with the previous status, so that the user's perception of the product is very clear.

For example:

With an estimated return of 7%, you will make money if you buy this financial product .

After seeing this copy, what does “estimated profit of 7%” mean? Most people may not be able to intuitively feel how impressive a 7% rate of return is.

If we change the text like this:

It is no longer popular to deposit money in the bank in 2017. The return on investment in this project is as high as 7%.

Here we add a user's past choice: depositing money in the bank when managing finances. After mentioning this, the user will enter into a scenario of imagining: if I deposit money in the bank, how much interest will I get. Comparing this interest income with 7%, users can naturally feel that 7% is a considerable rate of return.

Here are some other examples of using the "Compare to the Past" template.

Direct narration:

Rewrite using the "Compare to the Past" template:

5 Prompt Changes template

The last template is the Prompt Changes template.

A flashing police light will get your attention more than a steady light. People are accustomed to unchanging things, but are very sensitive to changes in the outside world.

By the same token, if the copy can contain information about external changes that are closely related to the target users, they are more likely to pay attention to your copy.

Let’s look at this comparison:

How to efficiently grab a ticket to go home during the Spring Festival travel rush?

2017 train tickets are on pre-sale in advance, how to grab tickets to go home efficiently?

After seeing the second copy, the user feels that: the pre-sale has been advanced, so if I grab the tickets in the original way, will it be difficult to get a ticket? So you are more likely to click in to find out.

In short, the outside world has changed, and users have to deal with it. By prompting these changes that are closely related to users, users are more likely to click further.

There are other examples of using the "prompt changes" template.

Direct narration:

Use the Prompt Changes template:

These are the top 5 templates we provide. To recap, they are:

1. Notify user template

2. Question template

3. Create scarce templates

4. Compare with past templates

5. Prompt change template

When creating information flow advertising copy, it is important to note that qualified information flow advertising is not advertising, but content. I hope these 5 templates can help you create better advertising copy.

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

Product promotion services: APP promotion services, advertising platform, Longyou Games