The information flow targeting is very accurate, so why is the effect still so poor?

Why are information flow ads so popular among advertisers?

Because of its native nature, it reduces users’ fatigue with ads and increases users’ click-through rate on ads.

Therefore, " the ad that looks the least like an ad " has become the latest standard for whether information flow creativity is qualified.

Maybe some cuties will be dissatisfied: Editor, we know everything you said.

For example, see if you can tell the difference.

So~ next, the editor will share some creative writing methods to make your advertisement look the least like an advertisement !

Usually, when people browse information, they click and filter selectively.

But as long as the content is sent in the form of a “notification,” the open rate will be high.

Why?

Notifications often give us a premonition: something new may be happening now, and I need to know about it .

Then when we write creative ideas, we can use the "notification template" to disguise it as a notification, making users feel that "I can provide some useful information"!

• Book Spring Festival train tickets and save yourself the trouble of buying tickets.
• notify! No need to rush for Spring Festival train tickets, book them here for free.

The first one uses direct description, but it doesn’t trigger much reaction after reading it;

As for the second one, after reading it, you will feel curious and your attention will be quickly captured.

And that’s what Notification Templates are for!

Creative writing methods for “notification template”:

Just add the prompt words to the original advertisement. For example: urgent notice, new news, it is said that...

“Notification Template” Creative Case Appreciation:

• It is quick and convenient to exchange your Chinese driver's license for an international driver's license.
• Starting today , Beijingers can apply for an international driver's license for free with a Chinese driver's license

• It only costs 2,999 yuan for Beijing office workers to take the self-taught undergraduate exam.
• Attention office workers ! Now you can get an undergraduate degree in Beijing for only 2,999 yuan.

• Use Ctrip to grab tickets during the Spring Festival travel rush. You can get tickets accurately and place orders quickly, helping you return home efficiently.
• Friendly reminder: The time limit for Spring Festival train tickets has been reduced from 60 days to 30 days. Use this APP to efficiently grab tickets to go home.

Those who cannot get it are in turmoil.

Xiaomi mobile phones once took advantage of their scarcity to quickly become famous, and brand-name end-of-stock products also took advantage of their scarcity to be sold out in seconds.

Scarcity works so hard!

From the perspective of human nature, the more readily available something is, the less interested we are in it; the more we can’t get it, the more we want it!

• It’s the job-hopping season at the end of the year, with hundreds of thousands of companies for you to choose from!

After reading it, users will have the mentality of "don't rush to modify your resume. There are so many companies recruiting anyway, so why not play with it for a few days first."

It does not motivate users to click.

• Attention office workers, until the end of 2016, Fortune 500 companies are urgently recruiting!

The second idea is to make the opportunity seem more rare to users by limiting the time and crowd! This makes it more likely for users to click on it.

The purpose of using a "scarcity template" to write creative ideas is usually to remind users that opportunities are fleeting.

So how do you write a creative idea of ​​the “scarce template” type?

In the copy , just add a series of restrictions such as opportunity restrictions, time restrictions, location restrictions, crowd restrictions, etc.

"Create Scarcity" Template Creative Case Appreciation:

• Half-year undergraduate degree, get a bachelor's degree quickly
• Half-year undergraduate degree, urgent enrollment at the end of 2016, if you miss it you will have to wait another year !

• Luxury shoes at shockingly low prices!
• There are 40 pairs left , expensive shoes that you can't afford in the counter, up to 30% off!

• 2017 IELTS question type prediction table, free download.
• Download the 2017 IELTS question prediction table for free today .

“ If you want to sell rice, first create hunger .” Only by making users curious about you first can you arouse their desire to click.

For example, this idea:

• Memorize words easily and you will be able to understand the English version of Harry Potter in one month.

Obviously, after reading it, we basically know what it is about, either about word memorization skills or English training institutions, and it does not bring any desire to click.

• Remember these English words and you can also understand the English version of Harry Potter.

Remember these words, what are these words? This will encourage users to explore further.

And this is the role of increasing curiosity by raising questions!

"Raising questions" type creative writing method:

It means to arouse users' curiosity by setting a question point in the text.

Appreciation of creative cases of raising questions:

• Used cars can be sold at new car prices!
• If you meet these characteristics , your used car can be sold at the price of a new car!

• When traveling, you must choose a conscientious travel agency and travel with peace of mind with xx Travel.
• 6 ways to avoid being cheated when traveling, the fourth one is used by celebrities .
• Beijing Lemei Wedding Photography, beautiful wedding dresses.
• How much does it cost to take a wedding photo like this in Beijing?

It is difficult to feel the value of a piece of candy alone; but once it is compared with traditional Chinese medicine, its value will become particularly clear.

For example, the story of Tang Bohu and Autumn Fragrance expresses the contrast vividly.

But the reality is : in creative writing, most of us only focus on describing the benefits that users get after using the product.

At this point, the value felt by users may not be as great as you imagine.

So how can we make users deeply feel the value of the product?

Well, even if you don’t praise me, I will tell you.

Who made you all cute?

The best way is to compare. By describing the comparison between the user's status before and after using the product, the user's perception is made clearer.

For example.

• The estimated return is 7%, so you will earn money if you buy it here.

What is a 7% return? Users cannot immediately calculate my profit or feel the value of 7%.

• It is no longer popular to deposit money in the bank in 2017. The return on investment in this project is as high as 7%!

By comparing the bank's interests with 7%, users can clearly feel the value of their investment projects!

Creative writing method of “comparison template”:

Compare this product with another product that the user is familiar with to make the user's perception clearer.

“Comparison Template” Creative Case Appreciation:

• Buy jewelry online with discounts starting from 80%, just download the APP.
• I have been cheated by the counter for four years , and now I know that I can get 20% off when buying jewelry online!

• Shockingly low prices, luxury shoes and bags starting at 10% off.
• I saw it many times in the counter but couldn't bear to buy it , so I bought it at a 10% discount here.

• If you want to get a formal accounting certificate, come to xxx Accounting.
• After failing interviews so many times , I decided to get a formal accounting certificate.

Why do “flashing police lights attract more attention than steady lights”?

Because people are accustomed to unchanging things, but are very sensitive to changes in the outside world .

Analogy creativity, if your copy can contain information about external changes that are closely related to the target users , users are more likely to pay attention to your copy.

For example

• How to efficiently grab a ticket to go home during the Spring Festival travel rush?
• 2017 train tickets are on pre-sale in advance, how to grab tickets to go home efficiently?

When users see the first creative idea, they may not feel anything because it is consistent with their own cognition.

After seeing the second copy, users may think: Since the pre-sale has been brought forward, will it be difficult to get tickets using the original method? Or click to check it out.

In short, the outside world has changed, and users have to respond and think of new ways.

Creative writing method of the "Promote Change" template:

By informing users of changes in the outside world and providing solutions, you can attract clicks.

"Prompt Change" template creative case appreciation:

• IELTS, how many points can you get in the advance test?
• The IELTS questions will be changed in March . How many points can you get in the advance test?

• How to trade stocks efficiently? Experts teach you the secret!
• The market has fallen for three consecutive days ! See how experts interpret it!

• How do ordinary working class people manage their finances?
• Money is becoming more and more like paper . How do ordinary working people manage their finances?

The above are the five major templates shared by the editor. They are:

1. Emergency Notification Template
2. Creating scarce templates
3. Question template
4. Prompt Change Template
5. Compare to past templates

In information flow promotion , we are acquiring potential audiences, so for creative writing, we must try our best to disguise it as platform content and become the advertisement that looks the least like an advertisement!

Author: Rabbit , authorized to publish by Qinggua Media .

Source: Houchang College (ID: semlianmeng ）