4 steps, 24 methods to write copy that will make people want to order!

All advertising copy is intended to influence people's cognition. The purpose of advertising copy is to get consumers to place orders.

but! Ideals and reality are always just one step away, yet thousands of miles apart!

We are always worried that no one will read the copy we have written;

After reading it, the readers are completely unimpressed;

Many people even completely distrust the words we describe;

The most important thing is that the copywriting always fails to convert .

This must be the unspeakable pain in the hearts of many copywriters, and how many black hairs have turned into white hair.

How can we write copy that will make users unable to resist placing an order?

Below, Lao Zei will recommend 4 steps and 24 copywriting methods, hoping to soothe your wounded heart. (Super practical)

1. Eye-catching title

3-second rule for titles: If a title cannot attract people to click on it within 3 seconds, then it will never have a chance to go on stage.

In an age of scarce attention, the importance of titles to copywriting is self-evident. If the user ultimately does not click on your title, the opportunity is fleeting.

I have combined the title methodologies of many public accounts in the past with my own practice and summarized the top 10 methods of writing titles, corresponding to specific cases. I hope it will be helpful for your titles.

1) Numeric symbols

"5 hours and 3 views, it deserves to be the best Chinese film"

"You have 100 ways to get fat, I have 1000 ways to make you look thin"

Because of the different ways of expression, our brain will prioritize recognizing numbers. Using numbers in titles can help increase recognition.

Moreover, articles with digital symbols make people feel that they contain a lot of information. The charm of numbers is that they can summarize and generalize well, stimulating people's desire to open the article to obtain valuable things. Moreover, they are simple and clear, which is very conducive to mobile phone reading.

2) Questioning

Question sentences can resonate well with fans. If the fans happen to want to know the answer, they will click to read.

The tone of rhetorical questions will be stronger, often breaking the reader's past cognition and misconceptions, triggering the reader's thinking.

You can feel it:

Is a 2,000 yuan bag worth posting on WeChat Moments ? (hugo)

If I can't drink milk tea, what's the use of this skin? (NetEase Wang Sansan)

3) Follow the trend

This big leg can be a famous company, a famous university, a celebrity, a star, a powerful KOL , a major event, etc.

Especially in this era of traffic- dominated fan economy , the amount of topics generated by the celebrity effect cannot be underestimated.

for example:

After using these girly things, only Liu Haoran is worthy of me (I stayed at home for another day)

The Forbidden City has released a lucky red string, which is worn by Yao Chen, Jing Tian, ​​and Wu Qilong ( one )

4) Practical tips

This type of title has a high number of collections and readings, and it tells readers that you have a solution to the problem.

Summarize and sort out the content of a certain niche, and simplify the knowledge contained in the content so that users can see at a glance that the article is informative enough, while also saving time and improving efficiency.

Terms such as "8 rules", "a long article", "10 minutes", "22 conclusions", and "4 questions" all use numbers to reflect very clear interest points.

Do you look particularly ugly in your boyfriend’s camera? With these 3 simple tricks, you won’t have to worry.

Even if you are a chronic procrastinator, you can still read 100 books in a year!

5) Quote dialogue

If you want a title to resonate with people, quoting a conversation is the most common type of title. The easiest and quickest way is to add the words "you and me" into it.

This kind of conversation can be a conversation between good friends, as if the reader is right in front of you, with a sense of immersion - this article is written specifically for him/her. for example:

congratulations! I saw the most reliable eye cream review before I turned 25!

6) Surprise offers

Promotional titles are the titles we write most often. Many people just put out a promotional policy and then add an inflammatory call.

We can also tell readers the biggest highlights of the product when writing promotional titles: popular, high sales, favored by celebrities, comparable to big brands, etc. Then create a sense of scarcity to trigger readers’ fear of missing out on the discount. for example:

Popular European and American bags are on sale at super low prices (Original Title)

The designer bags that people are going crazy about on Instagram are only 1 yuan (modified title)

7) Dramatic Conflict

The core of dramatization is to create contradictions, conflicts and contrasts. This technique is most commonly used in story-based headlines:

Someone has all kinds of contradictory labels, or does something very contrasting in extremely difficult and dramatic situations.

8) Curious suspense

Once you’ve aroused the user’s curiosity, instead of revealing the answer right away, start a topic that doesn’t seem directly related.

You have already caught the other person's attention and there is suspense in his mind, but you have not revealed it, so his desire for the answer will increase. for example:

We killed the price of an old American couple's house, and when we went to collect the house...

If you follow the trend and buy these lipsticks, you will only become uglier!

9) The Law of Contrast

This type of title is mainly based on the differences between products or concepts, creating conflicts and comparisons through numerical comparisons, contradictions, and violations of common sense.

By making comparisons in the title, you can magnify a certain aspect of the object being described. It may seem a bit exaggerated but not pretentious, making users more willing to click to learn more. for example:

It is sweeter than 99% of the fruits in the world, and its mousse-like texture is so charming ( Cooking in the Kitchen )

Use these 10 small items during menstruation, which are 100 times more effective than using brown sugar water (IF)

10) Find your seat

This "matching" can be yourself or a group of people you are familiar with. For example, the check marks in Mimi Meng ’s famous article “To the Bitch: Why Should I Help You” may be those “bitch” people you have been facing who dare not speak out.

What are the little quirks of Aries that are difficult to talk about? ( Uncle Tongdao )

How can a girl with average looks become beautiful? (Cicada Creative)

The above are the top 10 methods of writing titles that I want to talk about. These methods can indeed greatly increase the click rate of the title, but if you just forcibly use various means and techniques, you may become a pure title party .

We still need to keep this in mind!

So, when consumers are attracted by the title and open the copy, how can we stimulate their desire to buy?

2. Stimulate consumers’ purchasing desire

Eugene Schwartz said in "Innovative Advertising":

Copywriting cannot create the desire to buy a product, it can only evoke the hopes, dreams, fears or desires that already exist in the hearts of millions of people, and then direct these "pre-existing desires" to specific products.

In short, copywriting does not create the desire to buy; it stimulates the desire to buy.

Combined with the six theories of sensory occupation, fear appeal, cognitive contrast, usage scenarios, best-selling, and customer testimony mentioned by Guan Jianming, the author of "Hot-selling Copywriting".

I have summarized the following methods to stimulate consumers' desire to buy:

1) Sensory occupation

2) Fear Appeal

3) Social Proof

4) Purchase rationalization

5) Self-actualization

Below, I will share with you:

1) Sensory occupation - the copy should have a sense of picture

All human intuitive experiences and feelings are perceived by our senses. We use our eyes to judge beauty, our noses to smell, our ears to hear, our mouths to taste, and our bodies to touch.

How to stimulate customers' senses?

The most direct way is to stand in the customer's perspective and tell the customer in a concrete way what kind of experience he will have when using this product, and make these experiences become text with a sense of picture.

Let’s take a look at how the copywriting of A Bite of China is written:

(Glutinous Rice Fish)

The rice fish is gutted, neatly placed on the stove, and smoked over a weak charcoal fire overnight. Now it needs the power of air and wind to dry and ferment, which will together create a special flavor. The glutinous rice is covered with mycelium, and the various enzymes produced by the mold hydrolyze the starch into sugar, ultimately resulting in a refreshing sweet and sour taste.

Sweet rice is mixed with salt and chili and stuffed into the fish's belly. Rice fish can be eaten directly, or it is suitable for steaming or frying. No matter which method is used, it cannot cover up the charming sweet and sour taste created by the pickled fish and glutinous rice.

Why did A Bite of China always receive positive reviews and become a meal-time program for many people? In addition to the exquisite pictures, there is also the blessing of these copywriting and narration.

The concepts that the copy wants to inspire are most likely to make an impression when they can produce clear visual images or pictures in the mind.

The way to stimulate this sense is through concrete and vivid expressions.

When you say crispy, the word crispy doesn’t quite capture the feeling, but when you bite into the magical nougat and scallion rice crackers with 54 layers, you’ll have a picture in your head, connecting your vision and taste.

When describing the quality of a mattress, saying that the materials are expensive is often not enough to describe it. Instead, saying that the average wool production of 30 sheep is just enough to make one mattress will be much more concrete.

2) Fear appeals – scaring consumers scientifically

Lao Zei has previously written an article titled "How the tried-and-true fear marketing can scare babies to death." In fact, to sum it up, it's all about taking advantage of people's tendency to seek profit and avoid harm.

First of all, we need to be clear about what people are afraid of?

In short, the source of fear is the fear of losing. Loss of health, fame, status, life, money, friends, things you have already gained.

However, after knowing the user pain points of the product, we also need to shape the product's usage scenarios, serious consequences and corresponding reasonable solutions.

In 2016, Nanfu launched a lightweight power bank, but the power bank market was already saturated at that time. The biggest highlight of this power bank is its light weight. Based on this, Nanfu set up three painful scenarios for consumers in the form of comics.

It takes time to carry a bulky power bank when you go on a date after get off work, go to a party at night, or go shopping for a day. If you don't solve the problem or buy a new one, you will continue to suffer from holding a bulky power bank. These two steps first impressed the consumers.

When it comes to the use of fear appeals, you can mainly refer to the three types: hassle-free, preventive, and therapeutic.

Trouble-free type:

Shenzhou Special Car I am afraid of black special cars

The fear appeal of Shenzhou Special Car = a weird uncle in the car (painful scene) + hoping for luck and being in danger (serious consequences)

Preventive:

"Don't let your children lose at the starting line" is a typical case, and there is also a Youdao translator:

I am eloquent and talkative, but I was asked by the US customs and I said nothing

——Lily, a pig farm salesperson who earned 360,000 yuan in commission in the first quarter of 2017

I type thousands of lines of code a day, but I'm just a passerby at Shinjuku subway station

——Adam, a programmer from Xi'erqi who specializes in artificial intelligence

Therapeutic type:

If you have onychomycosis (painful scene), and one person can infect two others (serious consequence), what should you do? Use nail polish immediately.

Finally, when using fear appeals, be sure to reduce decision-making costs and execution difficulty. Give the other party a solution that is simple enough and easy to implement.

Also note that in the process of arousing fear, the vulnerability of the threat is often more important than the severity. Because most people only worry about the present and not the future.

3) Social Proof – Creating Prosperity and Popularity

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

There is a very interesting video about herd mentality.

In a clinic, a group of people, except for a girl in purple, stood up when they heard the beeping sound according to the pre-arrangement. After a few rounds, the girl in purple will hear the beeping sound and stand up. And when this group of people have left, the girl in purple will still stand up consciously when she hears the beeping sound.

Scientists believe that this internalized group behavior is what we call social learning, and from a young age, when we see group members do something, our brains reward us for following in their footsteps.

As the test subject said, when I don’t follow the crowd, I feel excluded. And following the crowd makes me feel much more comfortable.

The herd mentality also has a kind of self-suggestion to reduce losses. If you don’t follow the crowd, you feel that you will lose something. For example, when dining, everyone will think that the food with the longest queue outside the store must be delicious, the products ranked by sales volume on Taobao must have the best price/performance ratio, and the "millions of copies sold" of paper books will make you more willing to pay.

When you are in a large company, you can list your sales volume, number of users, number of positive reviews and other data to make readers more likely to buy.

For five consecutive years, Xiangpiaopiao milk tea has been far ahead in terms of sales volume, and it can be circled around the earth ten times.

Pinduoduo is a shopping app that 300 million people are using

Vipshop's registered members exceed 100 million

Huoshan short video * 100 million people are playing

But if you are a small or medium-sized enterprise, simply listing the sales data will look shabby. Then you can try to highlight one or several best-selling phenomena and give readers the same illusion of best-selling.

4) Purchase rationalization - making consumption justifiable

In short, purchase rationalization is to find a reasonable excuse for your purchase. When we tell readers that this product is not for enjoyment but for the following four things, it will be easier to stimulate their desire to buy.

Compensate yourself:

If a person feels that he has given a lot to others or has paid too much for a certain goal, he will want some "compensation" for himself. for example:

It is necessary to eat something good (Sanquan dumplings)

Women need to be calm during menopause (calmness oral solution)

It can also be spiritual care to comfort consumers' psychology. For example: "You Don't Have to Be Successful" by JD Xiaojinku.

You don't have to finish this glass of white wine and drink it until you have a perforated stomach, and you won't get help or respect. You don't have to give up playing music, putting out albums, or quitting your job, or mind being a punk with a bottle. You don't have to carry so much, you don't have to succeed.

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Motivate yourself:

The main purpose is to strive for progress, to improve abilities, expand personal connections, develop careers, etc.

I am Mei Renli

The company is small, has few connections, and is difficult to expand

Fortunately, there is Maimai, which accurately targets partners

Now my company is thriving

Introduce yourself on Maimai, opportunities and connections will find you

The poster copy of Maimai captures several major pain points of people in the workplace, introducing that downloading Maimai can help oneself grow, which is to motivate oneself.

Compensate or thank others:

If a person feels that others have paid a lot for him, but he has paid very little in return, he will feel guilty towards others and want to do something to compensate them.

For example, ensuring that children grow up healthily and have a bright future. For example, repaying your parents, relatives and friends.

There is an interesting effect in economics. When people buy things, they always make excuses for themselves, saying that they are paying for their families, and then it will be easier for them to complete the purchase.

I want you to be by my side, but I also want you to own the whole world - China Merchants Bank's tomato scrambled eggs ad

Even if we are family, we must continue to be lovers——BenQ projector

A gift that makes mom happy, opened again and again - Apple

Pursuit of health:

Maintain health, improve physical fitness, reduce the risk of disease, and eliminate the pain of illness. These are not only the basic material needs for human survival, but also the constantly evolving and endless desires that arise from them.

A glass of milk every day makes Chinese people strong - Yili

Loving mother, caring for the whole family——Safeguard

5) Respect needs – self-actualization

In Maslow's hierarchy of needs, respect needs belong to higher-level needs, such as achievement, confidence, fame, status, respect from others, and promotion opportunities.

Esteem needs include both personal feelings about achievement or self-worth and recognition and respect from others.

Good copywriting should inspire consumers' competitiveness and beautiful vision. The competitive spirit is not only about defeating others, but also about defeating yourself. After owning our products, you will become more beautiful, smarter, stronger and more attractive.

For example, Remy Martin’s copywriting: Live more than one life in one life. This means that people who drink Remy Martin have a colorful life.

Of course, you can also do the opposite. For example, this copy from the Yancheng Traffic Police uses people's desire to win (and save face) to advise everyone to wear a helmet when riding a motorcycle.

Another example is a set of recruitment posters from 51job.com.

You are doing a job that only gives face to your old boss by drinking 5 beers, 8 liang of white wine and 10 glasses of foreign liquor. I have a worry-free future.

You guys, working from 9 am to 10 pm and having one day off a week, we have a worry-free future.

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Well, these are 5 ways to stimulate consumers’ desire to buy.

After our copywriting stimulates consumers' desire to buy, the next thing we need to do is to solve their trust issue. If consumers do not trust what we say, everything will be in vain.

So how do you win the trust of your readers? Look down!

3. Quickly win the trust of readers

Ogilvy, the great master of Ogilvy, once said:

Consumers are not morons, they are your wives and daughters. If you think that a simple slogan and a few boring adjectives can induce them to buy your products, then you underestimate their IQ. They need you to give them all the information.

We are naturally distrustful of advertisements, especially with the prevalence of micro-businesses in WeChat circles, people's trust in advertisements has been further reduced.

If stimulating purchasing desire is to find emotional basis for customers to buy, then winning the trust of readers requires the copywriter to present rational evidence to customers.

Here are four practical ways to earn your readers’ trust:

1) Authority transfer

2) Facts have proved

3. Customer Testimonials

4) Resolving concerns

1) Authority transfer

To do a good job of transferring authority, the first thing is to establish a high status for the authority, who is very important in the industry and everyone wants to be recognized by him. Second, it describes the high standards of authority, which are difficult to obtain and unattainable for ordinary people.

Unexpectedly, the brand Dao is well aware of this. It is a brand that sells Wuchang rice and specially invited Hong Kong God of Food Dai Long (high status) to endorse the brand. The gambling king once spent 5,000 Hong Kong dollars just to have a bite of the fried rice he made (high standard).

Unexpectedly, Dai Long’s authoritative words, “I see sincerity in this bowl of rice,” won the trust of consumers. Moreover, he was willing to use Wuchang rice from Meixiangdao to make the "Anranxiuhun Rice", which once again increased consumers' trust in the Meixiangdao brand.

In October 2016, Meixiangdao was launched for crowdfunding and 120,000 kilograms were sold in just 6 hours.

2) Facts have proved

I used to work in a company that produced tempered glass films, in order to prove that tempered glass films can effectively prevent screen breakage. I have filmed an experiment where a phone with a protective film was smashed with a hammer.

So, if your product has this or that advantage, how can you make consumers believe it? Using facts to prove it is a good method.

A stockings sales manager in Sui County, Henan Province, put his eight-year-old son into the stockings to demonstrate their quality, and lifted them up to show their strength. The video went viral in no time, and the effect was very good. His stockings sales also increased several times.

The Xiaomi weight scale’s “accuracy that can be felt even when drinking a glass of water” is also a good example of using facts to win consumer trust.

The biggest worry for people who often use weighing scales is that the scales may not measure accurately. However, for those who want to lose weight, they have to weigh themselves several times a day and pay attention to every detail.

Would you be tempted when a scale can be accurate to 100g (most scales on the market are 200g) and can even sense when you are drinking a glass of water?

3) Customer Testimonials

Gold and silver cups are not as good as the reputation of the people.

We will decide whether to watch a movie based on Douban 's ratings; we will be influenced by the online trolls on Weibo and our judgment of the matter itself will be affected; we will be attracted or even pull out weeds because of sellers' product promotion.

So you see how much the choices of other consumers can influence our decisions. But collecting customer testimonials is not difficult. What’s important is that the selected testimonials must focus on the customer’s core needs.

Many customer testimonials are like “I used to have such and such troubles, but since I used this product, the problems have been solved and I’m very happy!” It’s very similar to the micro-business style in the circle of friends. As soon as you read the first sentence, you know it’s an advertisement.

First-class testimonial copywriting = solving greater anxieties + setting an example of happiness + inspiring yearning and longing.

For example, the Austin sedan: "I used the money I saved from driving the Austin sedan to send my son to Groton School."

The first half of the copy is about a diplomat who recently changed to an Austin car. His family has been using the car very frequently. During a dinner, he figured out, "I use the money I save from driving the Austin car to send my son to Groton School (a very good school in the United States)" and he also carefully calculated the account:

1) You can get a new Austin Mercer Deluxe right now for just $1,795 (including $250 in extras), which is a steal.

2) The price of a car in the UK is 60 cents per gallon, so we need to develop a more fuel-efficient car. The new Austin car can get 30 miles per gallon, and it will be more fuel-efficient if you drive slower.

3) The gas tank holds 10 gallons of gas, good for 350 kilometers—you can drive from New York to Richmond, Virginia without refueling.

According to our estimation, Austin can reduce your total cost by nearly 50%... (The following is an introduction to the performance of the car, omitted)

Although the Austin brand has disappeared, Ogilvy's advertisement received a great response at the time, even alarming Time magazine and the principal of Groton School.

The power of Ogilvy's testimonial copy lies in his unique insight into consumer psychology. He did not focus on writing about the performance of the car, but instead wrote from the perspective of saving and children's education, which is very consistent with the psychological state of a real middle-aged man.

Personally, I think that when writing customer testimonials, you must speak in human language and imitate the consumer’s speaking context as much as possible. Different consumers have different speaking styles. You can also write some negative reviews cleverly to make them more authentic and credible.

Also, since 2015, we can see artistic pictures on the streets with a line of words "Shot on iPhone" underneath.

These works were not taken by people hired by Apple, but were screened from hundreds of thousands of photos posted online by Apple users.

When we see these ads outdoors, we can't help but sigh at the powerful shooting function of Apple. This is not only Apple's beautiful UGC , but also the testimonials of customers. There is nothing better than this.

4) Resolving concerns

Even if consumers are very interested in your product, they will still worry about these three issues when completing the final purchase.

Product: What should I do if I am not satisfied with the product after receiving it? (Can I return the product), what should I do if it is broken? (Whether it is under warranty)

Service: Who will bear the postage and installation fees (is it free shipping? Is there freight insurance?), and will the goods be delivered to your door?

Privacy: When purchasing some privacy products, will the delivery be discovered?

These are all things that need to be told to consumers in advance. The more they know, the more they can build trust in you.

The Volkswagen Beetle has a copy that perfectly addresses this concern:

The Beetle failed the test.

The chrome trim on the glove box on the instrument panel has slight damage and must be replaced. You may not notice these subtleties, but Inspector Kurt Krono certainly will.

We have 3,389 people working at our Wolfsburg plant whose sole job is to inspect the Beetle at every stage of the production process (we build 3,000 Beetles a day, and we have more inspectors than cars). Volkswagens are often rejected for surface scratches that are invisible to the naked eye.

The final inspection was extremely strict! Volkswagen inspectors sent each car to the inspection table like a stream, undergoing 189 inspections and then rushing to the automatic braking point. In this process, the elimination rate was 2%, and one out of every 50 cars was eliminated!

The result of this meticulous attention to detail is that Volkswagens last longer than other cars and require less maintenance (which also means that Volkswagens hold their value better than other cars).

We've eliminated the sour lemons (the substandard cars) and left you with the sweet plums (the perfect cars).

The copy emphasizes the rigor of vehicle exit inspections, the large number of inspectors, the complicated inspection steps, the high inspection standards... In fact, it is to alleviate consumers' concerns about vehicle quality not meeting standards when purchasing.

After reading it, I feel really relieved!

The above are 4 ways for copywriters to win the trust of readers.

Finally, our copywriting has stimulated consumers’ desire to buy and solved their trust issues, but if we want consumers to take action immediately, we still need to guide them to place orders.

So don't miss the last step.

4. Guide consumers to place orders immediately

Finally, you dispelled the customer's concerns, and she added the items to the shopping cart and prepared to take out her wallet to pay.

At this time, consumers tend to weigh the benefits of purchasing the product and the pain of losing money. She began to hesitate and consider whether she really needed to complete the purchase.

At this time, you can use the following tricks to guide customers to place orders:

1) Reduce user decision-making costs

2) Price Anchor

3) Accounting comparison

4) Scarcity (limited time, limited quantity, limited identity)

5) Usage scenarios

1) Reduce user decision-making costs

This month's budget seems to be over budget, why not wait until Double Eleven to buy (money cost)

If I buy this bag, will others think I am showing off? (Image cost)

Is this instrument too complicated? If I can't learn it, it might just sit there unused (learning cost)

This course is good, but it requires registration and a referral code, which is troublesome (action cost)

This cake is really delicious, but you will definitely get fat after eating it, so it’s better not to buy it (health cost/image cost)

…

Forget it, let’s not buy it!

You see, your users are so conflicted when it comes to paying in the end. Li Jiaoshou once proposed the six major consumer costs that ultimately influence consumption decisions, including monetary cost, image cost, action cost, learning cost, health cost, decision-making cost, etc.

As a marketer , you need to accurately identify the costs that consumers may have to pay and "compensate" them to reduce their consumption costs so that consumers will place orders without hesitation.

2) Price Anchor

The price anchor point was proposed by Tosky in 1992. He believed that when consumers are unsure about the price of a product, they will adopt two very important principles - avoiding extremes and seeking comparisons - to judge whether the price of the product is appropriate.

Avoid extremes:

When there are 3 or more choices, many people will not choose the lowest or highest option, but will prefer the product in the middle.

Seek contrast:

Someone did an experiment in which they divided consumers into two groups and asked each group how much an anti-inflammatory drug was worth.

Group A: How much do you think this box of anti-inflammatory medicine costs? Then the result was that most of them were estimated to be around 50 yuan.

Group B: Do you think the price of this box of anti-inflammatory medicine is higher or lower than 500 yuan? Then the result was that even though everyone in Group B felt that the cold medicine could not possibly cost 500 yuan, they still estimated an unreasonably high price: 200 yuan.

Here, the "500 yuan" that Group B consumers were asked at the beginning is an anchor, which increases consumers' valuation of the product, and everything happens hidden and subtle.

When consumers are unable to judge the value of a product, they will choose similar products for comparison. For example, the price trends of hot-selling products among similar products will give you a standard for measurement.

By using price anchoring tactics, or using product comparisons and hints to create an illusion, consumers can be persuaded to recognize the value of the product, thereby encouraging them to place orders.

3) Accounting comparison

When your consumer is ready to pay, she may start to do the math. She may think that she already has something similar at home and there is no need to buy it, or she may think that it seems a bit expensive. At this time, you might as well help her to settle the account.

The book "Hot Copywriting" describes two methods of accounting that can make consumers feel it is a good deal - splitting the bill and saving money.

Spread the cost: When a product is durable but expensive, we can divide the price by the number of days it is used and calculate the daily cost, which will make it feel like a good deal.

For example, a dishwasher costs 2,800 yuan, which is almost the same price as a mobile phone. When you tell consumers that it only costs 1.5 yuan a day to free them from a greasy kitchen, they will no longer worry about the price.

This is a trick that course sellers like to use, where they split the 199-yuan-a-year course into 50 cents a day.

Save money: If a product saves water, electricity or replaces other consumption, help him calculate how much money he can save every year or in 10 years. When he finds that he can get his money back quickly, he will feel that it is a good deal to buy it.

In addition to these two methods, you can also increase the added value of the product to make consumers feel that they have made a profit.

Take a look at Lancome ’s Double Eleven promotional advertisement. A single bottle of the Little Black Bottle costs 1,480 yuan, but if you buy one, you can also get 9 other products at the same time. It feels like consumers have made a lot of money.

4) Scarcity (limited time, limited quantity, limited identity)

This should be a tried and tested trick. Limited time, limited quantity and limited identity are actually about creating scarcity of products or discounts, and using hunger marketing psychology to encourage consumers to complete their purchases.

When it comes to restricting identity and creating scarcity, we have to mention the DR diamond ring: a man can only customize one in his lifetime.

The DR diamond ring (Darry Ring) brand has set a romantic rule since its inception. A man can only customize one ring in his lifetime with his ID card, and give it to the woman he loves the most in his life, which means "one true love in a lifetime." When purchasing, you sign a lifetime true love agreement which cannot be changed for life.

5) Usage scenarios

Have you noticed that most of our consumption is impulse buying? This skirt is beautiful, and I really want this juicer, so I put these things in the shopping cart immediately, but I haven’t placed the order yet.

Why? Because we are missing a scene where we will use them immediately.

Don't tell your readers that it's available at any time. You should design these possible scenarios for consumers and help them imagine the happiness and pleasure they will immediately get from owning this item.

When the slow cooker was first introduced, I was particularly interested in it because I thought it could save time in cooking porridge.

The copy further elaborated on these scenarios, such as having fresh and clean food when traveling outdoors or taking children on a picnic, and having a bowl of delicious soup in your slow cooker while others are eating instant noodles on a long business trip by train. These scenarios contributed to my final purchase of this slow cooker.

Okay, we have shared 4 steps and 24 methods to make users want to place an order.

At this point, a good sales copy has taken shape. Keep writing and you will definitely get better and better.

But the road ahead is long and arduous, and the deepest meaning of a copy does not come from what has been said, but from what has not been said. This requires us to keep exploring and trying. Although we cannot touch it, we can learn it.

Author: Lao Zei, authorized to publish by Qinggua Media .

Source: Mumu Laozei (ID: mumuseo )