How can a novice quickly get started writing promotional copy?

01. How can a novice quickly get started in writing promotional copy ?

I don’t know if you have ever encountered the situation when you first came into contact with promotion. You didn’t know where to start when writing promotional copy. In order to complete the task, the copy you forced out actually did not attract the target users at all, and the users didn’t even know what you were selling.

This situation often occurs among our students.

When students are studying the content of the chapter on creative output, the homework we set for them is to output 10 sets of copywriting suitable for release on information flow channels and to provide illustrations for them.

Several phenomena occurred during the assignment submission process:

• After three days of thinking, I had no idea how to write the copy and didn’t know where to start.
• The selling points of the promotional copy are not clear, and users may even think that the product is something else.
• The accompanying picture has no strong relationship with the product itself, attracting clicks from non-target users.

( Information flow copywriting written for a used car platform)

After investigating the students, we found that the above situation can be attributed to the following three points:

• I didn’t realize that when I first started working in an industry, the fastest way to get up to speed was to read a lot of competitor ads.
• After being aware of competitor ads, I don’t know where to collect competitor ad information;
• If you don’t know the misunderstandings in copywriting, you won’t be able to judge whether the copy is good or bad.

When I hear a lot of reading, it must be a big project, right? I took over an account and solving the copywriting problem was urgent. How could I have the time to read?

Therefore, the solutions we provide are not abstruse theories. You do not need to use too many brain cells to understand them. Just follow the methods immediately after reading the article. We guarantee that you will see immediate results.

02. To promote new copywriting, the best teacher is imitation

The solution is: establish a mindset + skillfully use two tools + a self-examination principle.

A way of thinking: imitate first, then surpass.

When we first get involved in an industry, we don’t have enough understanding of the industry and our knowledge intake is insufficient. Blindly writing copy can easily lead to self-satisfaction.

That is, you think you write very well, but users don’t pay attention, don’t understand, and don’t want to make decisions.

For example, the decoration industry is now focusing on free room measurement and free design selling points, which are issues that users are more concerned about in the early stages of decision-making. However, you have been promoting invitations to view model rooms. When users have not established initial trust with you, you want to establish further cooperation with them. This is obviously very difficult.

Therefore, in order to avoid taking detours, the safest and fastest way is to see what your peers are doing and what content they are putting out.

Especially the industry's leading customers, such as:

• For education, look to New Oriental, Dana, and Suntech.
• For e-commerce , look to JD.com and Suning .
• For decoration, please visit Ai Space, Shichuang, and Dongyi Risheng

It can be said that the advertising copy of these companies has been verified with at least several million dollars in advertising fees, so it is right to borrow their expression routines and pain point orientation first. After becoming familiar with the writing style and user preferences of this industry and understanding the user pain points, try to innovate your own copywriting.

03. How to quickly find industries that are submitting copywriting

Analyze the main selling points

So the question is, how to see it? How can I quickly collect and read them in a short period of time?

At this time, two tools are needed: Information Flow Radar + Baidu Penxin Creative

Information flow radar:

Website: http://feedsradar.ad1024.com/

The Information Flow Radar tool is a relatively easy-to-use tool. On this website, you can view the advertising materials, including short video materials, that advertisers from all walks of life have placed on major mainstream information flow platforms. The platform is free to try for one month.

Baidu Penxin Creative Tools:

Website: http://funeng.baidu.com

This tool was created by Li Jiaoshou's team. It allows you to view the materials that advertisers from all walks of life have placed on Baidu Native.

You can view the increase in click-through rate of the copy in the past week, and also break down the types of demand that different copywriting targets, which is enough to quickly understand the main copywriting demand points in the industry.

Although we can collect a large amount of copywriting through tools, why is it that some people’s copywriting is effective, but yours is so bad?

The key here is whether you have the ability to distinguish good from bad copywriting. The copywriting used by competitors is not necessarily good copywriting. Even if it is good copywriting, it may not be suitable for your company's products.

So after collecting the copy, the first thing we need to do is self-check to check whether there are any problems with the copy and then move on to the most basic copy self-check step - the five self-check questions.

04. Learn to choose the right words among a large amount of copywriting

Choose the promotional copy that suits you

1. Is the content of the copy consistent with the product?

The most important thing is whether the activity information or selling points described in the copy can be well solved by your own product, and whether the selling points and solutions that attract target users should be consistent.

It is worth noting that creativity should never be copied directly. Now all major media have introduced original protection mechanisms, and you can complain and have your content taken offline at any time. Also, if you copy other people’s original content, your program will be downgraded, so be careful not to fall into the trap.

2. Check if the text is too confusing:

Let’s take the previous example again. Looking at the text, I have no idea what the advertiser is talking about or what product they are trying to sell. After looking at the accompanying pictures, I feel even more confused.

3. Is the sales intention too strong?

Is the sales pitch too strong? For example, “Brand-name bags are here, you’ll make a profit if you buy one!” This type of advertising is not to say that there is no audience, but most of the time, users will feel that their reading experience is interrupted by strong advertising, which is a bad experience.

4. The description is not clear and understandable:

The third situation is that the description is not specific enough, such as this copy: "Come here and buy the best!" What should you buy? There is no detailed description, so users may skip it directly.

5. Are there too many selling points?

The fifth situation is being greedy, that is, feeling that the product has many advantages and the promotion is very strong, so you are reluctant to leave anything behind and want to put everything up. The result is a lengthy text with no highlights. For example, this copy.

"Easy to use, powerful functions, perfect analysis points, and most importantly, free!"

When users see this copy, they have no idea what it is talking about, let alone comparing the advantages and disadvantages of these selling points with those of competing products.

Here, we have prepared a copywriting self-checklist template for everyone. You can reply "self-checklist" to get it.

To sum up, when writing copy, we should follow the principle of not letting information flow ads disturb the user's reading continuity, that is, the style should be consistent with the style of the platform, and provide users with content that can solve problems.

05. Conclusion

Finally, let’s summarize:

As a novice, if we want to write good copy quickly, we need

1. Establish a mindset: imitate first, then surpass.
2. Proficient in using two tools: Information Flow Radar + Baidu Pen Creative
3. After collecting the copy, it is best to do a final self-inspection.

The students followed the above method and modified the text as follows:

Let’s take a look at the text before the modification:

Is the effect immediate? Come and try it now!