The conversion rate is too low! How to write product introduction copy?

Recently I saw an activity called “100-Day Progress Plan” on the New World WeChat official account !

It mainly took 100 days for 20,000 people to read three original English books together.

Spend 10 minutes reading English every day, with check-ins, daily signatures, one-on-one English guidance, rewards, community support, etc.

This should be considered a typical Internet reading training camp. It looks quite attractive, so I clicked on its product conversion page.

Browsing them one by one, I think it should be able to sell out to 20,000 copies soon. In addition to relying on Xin Shi Xiang's strong fan base and KOL effect, Lao Zei thinks the copywriting setting of this product page is also very important and is worth learning from and using.

Its logic is very clear, and it progresses step by step, with something to say about each point.

Here I will give you a brief analysis.

First of all, as soon as you enter the product introduction page, the relevant information about the theme of the event is directly pointed out, which not only states the core value points of the event, but also provides key endorsements to increase user interest.

As for the "What to Learn" section, I prefer the expression " a list of books whose reading value has been tested by more than 500 million people in the past 100 years."

This is similar to a slogan, concise and direct, "100 years", "500 million people", which can stand the test of time and word of mouth, and have strong implications of social recognition.

The book "Influence" mentions that "people's behavior in a group is often influenced by others, and they may even react accordingly based on the reactions of those around them."

This is the principle of social proof. If so many people have read it within 100 years, there must be no problem. On the contrary, 500 million people have watched it, will I lose anything if I don’t watch it?

This is a form of self-suggestion to reduce losses: if you don’t follow the crowd, you feel like you will lose something. For example, when dining, everyone will think that the food with a long queue outside the store must be delicious, and the "millions of copies sold" of a paper book will make you more willing to pay.

The principle is the same.

Next, the standardization of this book list and the introduction of the professional teaching and research team.

When you see this, you will immediately feel that this book list is very professional. The team is either from Columbia University or Cambridge University, and Cambridge University is specially highlighted in red. This is also a kind of psychological hint, which immediately makes people feel very authoritative.

This is what we often call the transfer of authority.

I would also like to talk about the “Recommendations from Famous Teachers and Big Names” section at this point, because they can all be said to be authoritative endorsements, which enhance user trust.

Most online courses will have authoritative endorsement of courses, which can increase user trust in the product, which in itself creates a certain appeal. Industry KOLs, well-known experts, industry certifications, authoritative platforms, etc. can all serve as endorsements.

The higher the authority of the endorsement itself, the higher the authority implied by the product. That’s why you can see that KOLs all have a resounding reputation.

Then, there is the “how to learn” section of the book list. This part is very simple, but I think there are still two points that can be mentioned.

The first point is that this passage emphasizes the convenience of learning, but it does not say words like "very, very convenient" or "super convenient", but mostly uses verbs, nouns and data.

Verbs are the easiest to make users evoke images in their minds. The same goes for nouns, but you should use specific nouns. But if you use too many adjectives, especially general ones, it's hard to create a specific picture.

Users are much more receptive to specific numbers than we are to textual descriptions. Numbers can provide clear and specific descriptions, and the clearer the description, the more interest the audience will have.

If you look closely, this technique should be said to run through the entire product introduction copy.

So what is the second point? The pictures and texts in this part actually help readers design a product usage scenario, which is also very important.

Most of the time, we tend to buy on impulse. When we browse e-commerce platforms, we like to put a lot of things into the shopping cart. We like this and want that, but we never place an order.

Why? It’s because we lack a scenario where we need to use them immediately.

Therefore, instead of just telling your users that your product is good, you should also work hard to design some possible product usage scenarios to help them imagine what kind of wonderful experience they will immediately get when they own this item.

Next, during the learning process, the platform also provides a sapling cultivation system, which is very interesting. You can get water drops for your daily reading to water your own exclusive reading sapling.

By turning the act of reading into a more visible act of planting trees, the effects will be more obvious.

Moreover, compared to sharing reading, such tree planting cards will stimulate users to share more.

Next is the “learning rewards” section. Learning rewards are generally available in all online courses nowadays, so I won’t go into details here.

Just to say one thing, there are tiered rewards here. There are rewards for completing learning and for checking in for 21 consecutive days. This can better stimulate users' expectations.

Then, there is “feedback from students,” which is what we often call customer testimonials.

Most courses nowadays will include student testimonials, but you see, the user testimonials here are not only from one perspective, but each testimonial is also given a different specific label, which is very clear and intuitive.

Moreover, these are basically the points that new users are concerned about, and they are very targeted. Extracting them from students' testimonies is much better than saying them directly yourself.

In addition, Lao Zei also has two suggestions for customer testimonials:

First, use colloquial language. Don’t deliberately use flowery words to package the client’s testimonials, as this looks fake. Real clients don’t care about literary quality when writing. Their comments are very casual and may even contain typos and grammatical errors. This is all deliberately accepted.

Second, the perspectives and tones of what different clients write are definitely different. It would be embarrassing when you put several client testimonials together and find that they seemed to have been written by one person.

Different people have different tones and styles, they focus on different things, and some are even a little picky. This is the truth.

Next, the method of guiding orders is used here. It uses a very obvious comparison and reference method, comparing "100 days" with "only 1 yuan", "training institution 499 days/day" with "Water Drop Reading 1.29 yuan/day", and "no time to study" with "10 minutes of efficient learning".

People have no idea how valuable something is. There is no "internal valuation system" in the human brain to directly tell us the value of something, but we estimate the value through comparison.

After this round of comparison, the value of the course is overwhelming.

Regarding comparison and reference, I have given an example before. Nanfu has launched a mini power bank, which is smaller and lighter than previous power banks and is easier to carry.

How to highlight this selling point?

They used this trick and directly used lipstick for reference and comparison. This problem was immediately solved perfectly. Everyone who saw it knew that this mini power bank was very small, almost the size of a lipstick.

The purpose of reference is to highlight the target item you want to express, and consumers can get it immediately. It is more effective than a lot of persuasion and inducement.

Finally, I have been emphasizing the value of the course before. At the end, I would like to emphasize again some of the strong incentives of the course, including free consultation, 7-day no-reason refund, and big discounts.

It is undoubtedly a powerful shot, and at first glance, it is indeed very exciting.

In addition, there is a countdown to the registration deadline at the bottom of the course. It is always at the bottom of the mobile phone screen, and users can watch time pass by every moment.

Obviously, it creates a sense of consumption urgency, which is the same as a sense of scarcity.

If a good opportunity is given to you and you are told that this opportunity will always be prepared for you, will you cherish it?

Probably not. There’s no need. There’s no rush anyway.

“Creating scarcity and a sense of urgency” means adding restrictions to the opportunities provided in the copy, whether it is time restrictions, price restrictions or crowd restrictions, making the opportunity seem more scarce and urgent.

Consumers feel that this opportunity is fleeting, the benefits are also fleeting, and may be lost soon afterwards, so they are likely to take action more quickly.

Okay, that’s all I have to say. I hope these observations can be inspiring to you.

The essence of advertising copy can be said to be communication, and the most basic thing about communication is probably that you have something to talk about and you understand the person.

Source: Mumu Laozei (ID: mumuseo )