What tricks do optimizers with a 10% CTR of information flow use when writing creatives?

As an information flow optimizer , I envy those who have good interpersonal relationships!

Because when you can’t think of any creative ideas, you can ask the new media editor for help… You don’t have to stay up late anymore…

No wonder our hairlines are getting lower and lower! Creativity is only about 30% important in the entire information flow , but it occupies 90% of our time. How can you not lose your hair if you stay up late every day?

Come, let me share with you some useful information flow writing skills!

1. Target Group Description

Imagine this: you are in a very noisy environment, what is the most effective way to get your attention?

That's right, calling your name. A name is a representation of our social role and is also closely related to ourselves.

Similarly, the information flow is like a noisy environment. All users are in this environment. If you want to quickly get the attention of target users , you should undoubtedly call the user's name!

However, calling out names is just an example. We can create resonance with users by establishing a typical image for them, making them feel that “this is exactly me!”

So how do you establish a typical image for your target users? We can start from two aspects!

01. Describe the user portrait

Typical image, where typical can be understood as user portrait .

For example, someone, male, from region G, with a master's degree, a technical geek, with a monthly income of around 20,000 yuan, likes anime, and is more active in the middle of the night.

For example.

Suppose that the product you are promoting is a self-study education training institution, and the target users are office workers who need education, mostly concentrated in Beijing, Shanghai and Guangzhou. When placing information flow, the creative can be written like this:

People working in Beijing, please take note: without a bachelor's degree, your salary will be much lower than your colleagues.

“In Beijing” is a description of the target audience—just like someone calling out your name in a noisy room.

Usually, user portraits are too broad, but basically we can follow the following points: device, gender, age, education, occupation, income, interests and hobbies .

02. Describe users in different dimensions

In addition to user portraits, we can also start from other dimensions.

User goals, user personality, user pain points , etc.

In fact, this can also be attributed to user portraits, but to avoid being too complicated, I will talk about them separately.

For example.

Suppose the product you are promoting is American real estate, and the down payment for purchasing a property in a wealthy area is only $180,000.

If you were asked to write an idea based on this information, what would you write?

We talked earlier about thinking about creativity in different dimensions. So when writing this creative idea, we can try to start from the user's purpose.

User purpose: Usually when buying real estate in the United States, the user's purpose can be divided into two categories: wanting to move to the United States or purely for investment .

Let's assume that the user just wants to settle down in the United States. Based on this purpose, the creative ideas can be:

Want to own a single-family house in the United States? The down payment in the wealthy area is only 180,000 yuan.

Or starting from the user's investment purpose, the creativity can be:

For someone with $1 million in spare cash, the down payment for investing in real estate in wealthy areas in the United States is only $180,000.

2. Contrast shock

I only now realize that the down payment for a house in a prestigious school district in Beijing is only 700,000 yuan.

Are you optimizers familiar with this kind of creative copywriting ?

Although this kind of copywriting is everywhere on the street, it is very useful! For example, in the example above, it first emphasizes the value of the property to the user: “housing in the school district of a famous school in Beijing”, and then uses “the down payment is only 700,000 yuan” - a low price - for comparison, thereby causing a psychological impact on the user.

Similar copywriting includes: There are only 30 houses left within walking distance to China World Trade Center, and office workers are scrambling to buy them.

This copy also uses contrast, comparing the value of a property "within walking distance to China World Trade Center" with the scarcity described as "only 30 units left", thereby creating an impact on users' psychology.

Smart readers must have discovered the twists and turns. Both of the above copywritings use the term “contrast impact” !

And this is what the rabbit is about to express. "Contrast shock" creates a contrast with consumer expectations by exaggerating the description of product value, thereby causing an impact on users' psychology.

So how can we describe the high value of a product to create a contrasting impact on users?

That is to start from the user's product usage scenario.

For example.

When it comes to promoting real estate, most people’s gut reaction to a property is that a higher price represents a higher value.

Therefore, we often see the following copy:

A house worth 5 million yuan with a down payment of less than 1 million yuan. Why not grab it now?

But will you really buy it? I guess only the rich will buy it if it's written this way.

Sometimes, the true value does not lie in the price, but in the degree to which it meets user needs in a specific scenario.

Now imagine such a scenario. If you need to rush to an important meeting within ten minutes, and you are given two options for transportation : a Volkswagen with a speed of 100km/h and a tank with a speed of 10km/h, which one would you choose?

Without a doubt, it’s Volkswagen! Because of the compulsory nature of the scene requirements.

Now, let’s look at the real estate case again. At this point, when we write real estate ideas, we don’t need to use price to highlight high value. We can start from the degree of user demand for the product in different scenarios, such as: school district housing, sea view housing, etc.

Remember, when writing your feed copy , think about:

▲What is the value of the product?

▲ Is creativity really describing the value of a product based on user needs?

3. Typical representatives of the industry

In the first routine, we learned how to write creatives using target personas as representatives.

In fact, in addition to this, we can also use typical representatives of the industry to write creative ideas.

Typically, typical industry representatives can be divided into two categories.

01. Typical people who are doing this

The typical people who are usually engaged in this matter are often those who are strongly related to the industry. Many times when people mention this industry, the first thing they think of is them.

For example, in the real estate industry, typical representatives are real estate tycoons, real estate agents, intermediaries, landlords, etc.;

In the education industry, typical representatives are direct seniors, famous teachers from Peking University and Tsinghua University, academic masters, academic losers, and neighbors' children.

After finding typical characters, create a sense of secrets based on these typical characters.

for example:

▲ Real estate giants quietly acquired these properties

▲ The agents don’t want to tell you that these landlords in Beijing are in a hurry to sell their second-hand houses

02. Locals

In people's impression, locals often have information advantages and behave differently from outsiders, appearing to be very "expert".

People who pay attention to the behavior of local people will psychologically feel that they have such information advantages, thus developing a sense of superiority.

When writing creative ideas, you can take advantage of these user feelings.

for example:

▲ A native of Zhangjiakou tells you which attractions you must visit in Zhangjiakou!

1. Loss aversion

▲ I just realized now that without a bachelor's degree, my salary is so much less than my colleagues !

▲ My best friend’s salary increased by 10,000 yuan. It turns out she studied for her undergraduate degree here!

Dear readers, which of the above copy do you think has a higher click-through rate ?

If you choose the second one, please go and reflect on your mistakes.

In fact, the above two copywritings simply apply the psychology of "loss aversion"!

On the surface, there is basically nothing wrong with the first and second ideas. The only difference is that the first copy emphasizes losses, while the second copy emphasizes gains.

And this is exactly the reason why their click-through rates differ by 1.92 times!

Everyone should be familiar with the marketing theory of loss aversion, but how many people have applied it when writing creative ideas?

So, dear readers, please take note: in the future, when the word "loss" can be expressed, do not use the word "profit"!

For example.

Original: The postgraduate entrance examination re-examination materials of the top student are given away for free, allowing you to pass the exam easily!

After modification: Fortunately, I got the postgraduate entrance examination re-examination materials here, otherwise I would have to take the exam again next year.

Since everyone is loss averse, I won’t go into details.

The above are four ways to write creative ideas.

▲ Target group description

▲ Contrast impact

▲ Typical representatives of the industry

▲ Loss Aversion

In fact, if we observe carefully, we will find that these routines are familiar. Creativity is not difficult, what’s important is that we are good at thinking.

Source: Houchang College