10 PPT slides and 5 steps to teach you how to write first-class copy!

How to write first-class copy ?

This has always been a problem that many friends in product operations are troubled by.

When writing copy, it is easy to fall into a misunderstanding that good copy or creative copy is produced through divergent thinking. There is no logical thinking process behind it. The copy just pops up in the mind.

However, in reality, a good product operation or content operation , when creating copy, will carry out systematic divergence based on a certain methodology, rather than diverging aimlessly in thin air.

Therefore, if you want to write first-class copy, the key is to master the core methodology behind it.

This article uses 10 PPTs to help you master the core methodology of copywriting in a short period of time, so that you can write better copy than you do now after reading this article.

If you want to write a first-class copy, you can think logically from the following aspects:

Decompose product attributes, analyze target users , analyze usage scenarios, analyze competitors, and how to highlight features.

1. Decompose product attributes

Only when you understand the attributes and characteristics of your product, will you know which feature of your product this copy is intended to highlight.

The decomposition of product attributes can be analyzed from two aspects:

● Basic attributes

● Functional attributes

By understanding the product attributes, find the 1-2 most core differences of your product, and on this basis, create copy around these differences.

2. Analyze target users

After you understand the features of your product, how do you find the user's real pain points among the many product features?

Only by understanding your target users can you know which features they are interested in and which features they are not interested in.

Users can mainly analyze from the following three aspects:

● Personal attributes

● Work and career

● Family situation

3 Analysis of usage scenarios

The same user may have different demands for the product in different usage scenarios, so your copy should be different in different usage scenarios.

You need to find out the different characteristics of different usage scenarios, what different needs users have in this scenario, and write copy based on different needs.

There are four main usage scenarios:

● Purchase scenario

● Usage scenarios

● Save scene

● Maintenance scenario

4. Analyze your competitors

In the same usage scenario, users will not only be exposed to your product, but also to other competitors' products. So how can you make users pay attention to your product instead of your competitors' products?

The most important thing is to identify your competitors. Only by identifying your competitors can you find the points that highlight the differentiation of your products.

There are three main types of competitors:

● Inaction

● Same type

● Different types

5 How to highlight the characteristics

After you have analyzed the product attributes, target users, usage scenarios, and competitors, the general copywriting ideas and the features of your product to highlight have been determined.

So why do many people still fail to write eye-catching copy? Because it is not enough to determine these, certain skills are also needed to perfect the copy.

There are mainly the following ideas:

● Connect with something the user already has in their mind

● Use numbers to make it concrete

● Use visual descriptions to help users understand

● Highlight the benefits it can bring to users

● Evoke a certain emotion in the user

Every time I think about copywriting, I feel like I have no ideas. I always write one thing at a time, and often don’t know how to think logically?

This article is mainly to enable you to have your own framework to think about how to write first-class copy, rather than wandering aimlessly.

Each of the links mentioned above can be used as a basis for creating copywriting alone, or they can be used in combination to create copywriting.

You can create a variety of different copywriting based on different key points, and then choose the one that is most likely to impress users.

above.

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

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