Can consumption be doubled by optimizing information flow using these 3 copywriting tricks?

Today we are going to talk about the black technology of copywriting - the user perspective of copywriting.

I have wanted to write an article about user perspective for a long time, but this topic is too big, so big that it almost covers everything. So today, I only dare to talk about the user perspective on copywriting.

What is the user perspective? What it actually means is: think about problems from the other party's perspective and understand the problems they encounter from their perspective.

Okay, admit it, this explanation is boring. Let's look at a few specific examples:

1. Write from the user’s perspective

Don’t think that your product is so great that you list all your great points one by one. Then users will be fascinated by it and place orders one after another. Although countless efforts may have been put into these places, users may not know what their use is.

2. The user perspective of sales

Don’t think that the things you sell are very good and keep telling your customers how good this is and how good that is and that they must buy them. Maybe you have said a lot, but you still haven’t mentioned the user’s real needs.

3. User perspective of communicating with people

Just because you have finished explaining everything, don’t assume that others have understood it all, and then ask: Do you understand? Maybe you can try this: I don’t know if I have explained it clearly to you just now?

The same expression, in different forms, gives people two different feelings.

Even some scenes in movies where people have to hand over guns require the user’s perspective—pointing the gun handle toward the other person and the muzzle toward oneself…

So what exactly is the copywriter’s user perspective? The sales mentality is unacceptable. We should think from the buyer's perspective, understand and perceive the problems they encounter, combine these problems with the characteristics of the product or service, and stimulate users' desire to buy.

So how should this sentence be interpreted from a user’s perspective? Don't take yourself too seriously. Think about what problems others are facing and how your product can solve them.

Taking the promotion of a content APP as an example, we want users to know that this APP has a lot of clothing matching content. Thinking from the user's perspective, girls have the following problems in clothing matching: How to match colors? Which colors suit my skin tone? How to match to make your legs look longer? How to match to look thinner?

This APP provides these contents. For girls who are shorter, this APP can help them dress very well and solve all the problems they may encounter.

So how can we come up with copywriting in user perspective mode? Don’t worry, let’s reveal the answer below.

The director talked about the user perspective above. I believe you have some understanding of the user perspective. So how do you produce copywriting from the user perspective? How to write copy that hits the user's pain points, resonates with them, and generates buying urge? I hope the following points can inspire you.

1. Clearly identify your target users

The first step is to select target users, following the following three principles:

1) The target users must have purchasing power. Goods or services such as real estate, cars , luxury goods, golf, etc. all require customers to have matching spending power.

Taking a certain automobile website as an example, the consumption of such products requires a certain level of purchasing power, so “successful people” are directly marked as its target group in the copy.

2) Who is the one who has the final say on purchasing? For example, a child wants to buy a toy, but the child is not the decision maker, and the one who ultimately pays is not the child, but his father and mother.

Therefore, the copywriting should not only consider the children's perspective, but also the parents' perspective, and explain clearly to their parents why they should choose this toy.

This is an educational website that provides services related to the transition from primary school to junior high school. The users here are students, but the final decision-making power lies with the parents, so here we even start directly from the perspective of parents.

3) The target audience has demand for the product. This is easy to understand. You want it only if you have a need. You don’t want it if you don’t have a need.

There is no need to give examples for this. You will only buy it if you have a need.

2. Enter the user’s world

Imagine yourself as this user, perceive the problems the user encounters, and thus figure out what the user's needs are in this scenario.

1) Scenario Imagination

If the product you provide is a car, you want users to buy your car. You can imagine that you are a person who takes the subway or bus every day, and find out what problems they encounter every day. For example, I would sweat a lot during the morning rush hour every day, and I would waste a lot of time waiting for the bus. If there were urgent matters, I would still need to take public transportation or call a taxi.

You can write down the pain points you think of, and then judge whether you resonate with them after reading it.

Let’s take the car website mentioned above as an example. Although it is also a car product, the problems encountered by “successful people” when using this product are different. Thinking from the user’s perspective, there are the following questions: What kind of car is more suitable for business activities? What kind of car can show your identity? Which car would be more comfortable?

Similarly, this "business car" here can solve all of the above problems.

2) Network collection

You can understand user habits, preferences and needs through some hot search terms, such as using tools such as Baidu Index, Taobao , WeChat , Weibo, etc. Of course, you can also use data from APP, website background, etc. to obtain user information as a reference for copywriting.

Taking a home improvement account as an example, through some data, we can know that many users now prefer a simple decoration style when choosing a home improvement style. Therefore, the copy here directly takes simple decoration as the starting point.

3. Self-examination of copywriting

You know your target users, understand their needs, and have established a link with your product, but this does not mean that your users will be interested in your copy. Because this is an era of information explosion, if your copy is seen by users but the content is not attractive, then users will not be interested.

So what kind of copy can attract users to read?

Here is a "copywriting self-examination checklist" and check it against the following 8 questions. If your copy meets all the requirements, then your good copy from the user's perspective will officially "debut in the center".

1) Why would users pay attention to your copy? (Users will only pay attention to your copy if the information you convey is closely related to their interests, benefits, concerns or popular information)

2) Can users understand what the copy is saying? (Assuming that the user knows nothing about your product, he or she can understand the copy)

3) Is the content of the copy easy to remember? (Create resonance and connect the information to something familiar to the user, so that it is easy to remember)

4) Does it read smoothly? (Is the logical relationship between the text clear?)

5) Do users accept and believe the information you convey? (Can the concept of creation be supported by user cognition?)

6) Will the user spread the information to others? (Have you created social currency for users: to express themselves, shape their image, satisfy their vanity, etc.)

7) Will it arouse users’ purchasing motivation? (Think about why users must use your product)

8) Is the message conveyed by the copy consistent with the company’s strategic policies?

At this point, I wonder if you, who have a unique body structure, have gained some inspiration? Finally, some positive energy!

Malcolm Gladwell said in Outliers: "The reason why geniuses are considered extraordinary is not because they are born with superior talents, but because they have made continuous efforts. 10,000 hours of training is a necessary condition for anyone to go from ordinary to world-class masters."

The same goes for the user perspective. If you know how to do it and keep practicing, you can also become an expert in this field.

Author: A director who understands users , authorized to publish by Qinggua Media .

Source: Information Flow Intelligence Bureau