How to write good copy? (Part 2)

Enrich your copy , starting with the user.

1.

Make the copy three-dimensional

Most of the time, implicit goals are the key to influencing users to make decisions. For example, for a product like beverages, how to make users decide to buy a certain beverage, just like "functionality" is represented by Red Bull, and "fear of getting angry" is represented by Wanglaoji . You are my "Ulemei". These typical cases are ways to differentiate the invisible targets of beverages.

Starting from the peripheral route method, use the implicit goals of the product to establish a distinctive three-dimensional image for users, and then use the authoritative data and facts of the core route method to support it, so that the three-dimensional image of the product becomes solid and profound. These two copywriting methods complement and confirm each other, and are one of the most effective ways to create brand differences in the minds of users.

Appreciation of classic copywriting:

10 years

Scientists have discovered 12,866 asteroids

290 million people were born on Earth

Internet users increased 270 times

We raised a bottle of good wine

Kill the user's attention in seconds

In today's society, people are spending more and more time in the online world created by various devices and terminals. However, due to the explosion of information and too many choices, accurate attention has become increasingly scarce. Therefore, occupying the terminal platform is only the most basic thing. The most important thing is how to write the copy, how to quickly attract the user's attention, and how to instantly grab the user's attention and promote key actions.

Copywriting should not be an obstacle to reading and choosing. If you want to grab the user's attention, please focus on one thing.

Focus on one point and explain it thoroughly

If you focus on a specific point of the product, such as Red Bull that eliminates fatigue, all core copywriting should focus only on this point. As for the taste, aroma, and price, there is no need to explain them. Just focus on eliminating fatigue. Drink Red Bull when you are tired and sleepy to replenish your energy and be full of energy. Your energy will be beyond your imagination.

In order to achieve this goal, what we often need to do is not addition, but to eliminate all the rich vocabulary we have thought of in advance, and remove all the words that are not related to Red Bull's fatigue-eliminating effect, so that we can get an advertising copy that we will remember deeply. This is not easy to do. When you sit down and think about the product you want to promote, you can always find countless relevant advantages. Each advantage is important to you because each advantage can attract the corresponding audience, but it is difficult to determine which point is the most important.

How to pick the most important

Find product advantages that everyone doesn’t know about yet, and stand out from the market with countless competitors. For example, if a certain food needs to be sterilized by distillation, emphasize the sterilization process and degree of sterilization of the food. It is immediately distinguished from other copywriting that describes how delicious the food is. Food health and disinfection can also more easily meet consumers' needs for food.

Find some exaggerated ways to present the product effect, such as the slogan of a courier company, seafood at 6 o'clock in the morning in Australia, share it with her at noon.

In addition, the recently popular headphone brand-BOSS

Copywriting: When I put on my headphones, the world has nothing to do with me. These headphones only convey one core selling point: sound insulation.

Don’t expect to convey all the information at once. What the copywriter should do is to convey the most important information first, and after successfully attracting attention, slowly convey other information.

If a mobile phone with night camera is asked to write a copy to highlight its night shooting function, how would you write it?

Super large aperture, high-quality photosensitive element, and superb night shooting ability;

Powerful night shooting capability with super flash;

Sony photosensitive element, with a thousand adjustment options, to capture beautiful night scenes;

Someone wrote:

Taking photos at night is as beautiful as taking photos during the day

A cell phone that can take pictures of the stars.

2

What is the ultimate goal of users in needing products?

• Women buy sexy lingerie to be sexy;
• Mommy bought a microwave oven to heat up meals;
• Dad bought a mobile phone to make calls.

is that so?

• Women buy sexy lingerie to show to men;
• Mommy bought a microwave oven to save time to do other things;
• When my father bought a mobile phone, he hoped that it would have a long battery life, clear fonts, and be easy to use.

A standard copywriting thinking sequence is as follows:

• In what environment will the user use this product?
• What is he thinking when he uses it?
• Which attribute of the product can fit his feelings?
• What will he be like after satisfying his feelings?

For example, if you buy an MP3 player to listen to music, you can use the above method to guide users of this product:

My name is Lily, I’m 17 years old. I like to listen to pop music on the way home and on the way to school. I like songs by Jay Chou, Eason Chan, Faye Wong, Yoga Lin, and many other singers. I like to close my eyes and enjoy every song, as if they are talking in my ears. I like to sit on the stone bench in the school’s meditation corridor, reading a book and listening to music at the same time.

Therefore, this realistic imagination allows the copywriter to write like this:

All the songs you like can be put in it

Close your eyes, the concert is right in front of you

Convey user pain points and empathize with them

Mafengwo’s initial promotional copy on Tencent Weibo in 2013 was as follows:

Dear, 12346 Mafengwo netizens are paying attention to Sanya travel with you. Here are many netizens’ real and wonderful Sanya travel guides. Click to view.

Statistics show that only about 3.7% of users click through the copy to browse the website.

A few days later, Mafengwo made some fine-tuning to the copy, adding some tone and symbols, and the browsing conversion rate reached about 5%.

Subsequently, Mafengwo re-released several copywriting combinations;

If you’re going to Sanya, you may not have prepared a travel guide yet. I found all the travel guide information I needed here (link included). It’s very comprehensive on food, accommodation and transportation. Why don’t you take a look at it?

I will be going to Sanya soon. The attractions, accommodation, food and transportation are easy to handle. The information here is so comprehensive and helpful. I highly recommend it (with links);

When you take friends out to play, it must be full of surprises! Here are many wonderful travel notes about Sanya written by couples after they came back (with links included). Come and learn about the day.

Of course, the conversion rate of copywriting is above 60%.

Get into the hearts of users, don’t be too self-satisfied, stand among them, and you will be able to find the copywriting that users need.

Author: Sun Zhichao, authorized to publish by Qinggua Media .

Source: Sun Zhichao said (ID: sunzhichaoshuo)