How to write high-conversion story copy? Use these 5 principles!

When we write soft articles or long copy , adding some relevant stories will make it more convincing. For example, when writing soft articles about agricultural products, many people write stories about fruit farmers, etc. Whether the story in the copywriting impresses the users has a huge impact on the final conversion rate .

What do you think is the most critical factor in creating a story that can improve the conversion rate of copywriting?

For example, look at the two ways of writing the Chu Orange story below and see which one would impress you more and make you buy it? (The story is a bit long)

The first way to write:

The second way to write:

It is not difficult to see that the second story is obviously more touching (I just randomly asked a few people today, and most of them chose the second one).

Why?

Some people may say that beautiful and elegant language may be more touching. But it seems that the language of the first story is more beautiful - "famous far and wide", "talked about with relish", etc. Therefore, beautiful and elegant language is not an important factor in making a story more touching.

In fact, most of the touching copywriting stories meet these 5 important principles:

1. Focus on the topic

2. Conflict Turn

3. Emotional Appeal

4. Concrete description

5. Conform to cognition

Let’s first use the above five principles to briefly analyze the second story (the orange and red fonts are the analysis part):

If you pay attention, you will find that most of the copywriting stories that can move people basically contain these five important principles. Let me tell you in detail below.

1. Focus on the topic

Focus on one core theme and try to remove unnecessary information from the copy story.

For example, the story at the beginning of the article mainly focuses on the theme of "how to grow good Chu oranges". Of course, there must be a lot of other information about the Chu Orange product in this process, such as problems with variety screening, problems encountered in sales, and even problems in management and funding, etc., but these are all information that does not fit the topic. Removing irrelevant information can better highlight the core theme.

For example, if you want to express the theme of "why a certain tea house's tea is better than others", the information in the copywriting story needs to focus on this theme.

Our tea comes from X Mountain, X Village, X Town. X Village, X Town is an ancient town. A county was set up here in the Qing Dynasty. There is a saying among the people that "tea is not fragrant if it does not reach X Village". Many literati and masters like to drink tea produced here. Our tea house is located here.

The tea leaves grown in the mountains here have a relatively good aroma, and you can smell it directly from the dry tea. This is the biggest difference between good tea and ordinary tea. When picking tea leaves, the tea farmers here need to get up at 4:30, and many people may still be asleep at this time. The tea leaves picked in the early morning before the rain and dew have completely dried up are specially brewed with spring water from the mountain, and a strong tea fragrance wafts into your nose...

Starting from the advantages of the production area and the picking process, the theme of "Why this tea house is better" is reflected. (This is a piece of copywriting I wrote temporarily based on an assumption of a type of tea, for reference only.)

Therefore, the information points of the copywriting story should try to focus on the theme you want to express. It is better to say one thing in ten sentences than to say ten things in ten sentences, which will have a better impact on the audience. Because at the same time, the human brain is more impressed by simple and focused information.

2. Conflict Turn

Why are many movies, TV series and novels so attractive? TV series and shows always make people want to continue watching them. After watching episode after episode, they even forget to eat...

Among them, a very important point is the principle of conflict and turning point in the plot. Many good stories are not presented in a dull manner, but have conflicts among various characters and events and plot twists. Because this can better stimulate people's curiosity and generate the desire to read on.

For example, Wang Ju in “Produce 101” which dominated the circle of friends of most post-90s generation some time ago, went from being on the verge of being eliminated to making a comeback and returning to the stage. This process embodied the principle of conflict turning point.

Similarly, many touching copywriting stories also have the principle of conflict and turning point. For example, the story of Chu Orange at the beginning of the article, from "lack of water when growing oranges to finally overcoming numerous difficulties to build pipelines", this is the principle of conflict transition.

Therefore, if you want your copywriting story to be more touching, you need to have the principle of conflict and transition to arouse users' desire to continue reading.

3. Emotional Appeal

The copywriting story contains factors such as emotional appeals, which make it easy for consumers to resonate with it or think it is beneficial to themselves. This is an indispensable principle that determines whether consumers will make purchasing decisions.

(1) Resonance

Does this story resonate emotionally with consumers? Emotional resonance can promote people's recognition of something, making it easier to arouse consumers' desire to buy.

For example, the Chu Orange story mentioned above, "Why can't we grow oranges that taste more suitable for Chinese people and are no worse than foreign oranges in quality?" - It arouses emotional resonance among domestic consumers that "Chinese products are not bad either."

Another example is the story of the "Tomato Scrambled Eggs" advertisement that went viral before. Many people were deeply moved after watching it. Because this story resonates with emotions such as "parents silently sacrifice for their children".

(2) Benefits

What's good about this product for me? This is another important principle to stimulate consumers' desire to buy. Therefore, the story in your copy needs to reflect this as well.

For example, if you are telling the user experience story of a paid audio product, there are two ways to say it:

A. Xiaolin likes to use this audiobook product because he says it is easy to use.

B. Xiaolin likes to open this app and listen to books on his way to and from get off work every day. This not only ensures that he has enough time to study every day, but also saves him from having to carry a thick book with him when he goes out.

Which statement moves you more?

Although both statements describe the principle of this product "making learning convenient", A only displays the product principles, while B describes it from the perspective of user benefits - "you can study without carrying thick books" (helping you reduce trouble), which is obviously more likely to impress most users.

Therefore, your story needs to resonate with and benefit people, which will be more touching.

4. Concrete description

The story is too abstract and difficult to understand, which naturally reduces the motivation to continue watching. On the contrary, if the story is described in a concrete and vivid way, it can better mobilize people's cognition and impress users' desire to consume.

Concrete description can be started from two aspects:

(1) Image analogy

When the story involves some abstract things, it is easier to impress people by using analogies with things that are familiar to the target users .

For example, "This power bank is only 9.2 cm long and 2 cm in diameter" is not as small as "as small as a lipstick".

(2) Detailed description

Many memorable stories are largely due to the detailed description of certain details.

Like many sensational and viral entrepreneurial stories, they often say, "In a quiet street corner late at night, I was alone, gently wiping away the tears from the corners of my eyes with my right hand..." These are all ways of describing using concrete terms.

5. Conform to cognition

Conformity with cognition means that the description in the copy story needs to be consistent with the cognitive facts of the target users.

Because the stories in copywriting are different from those in novels, copywriting needs to make users believe what you say in order to impress users to buy your products.

For example, one time I saw that the paper towels my friend was using were all light yellow in color, and I asked him if these paper towels were of poor quality? He suddenly jumped up and said: "This is a tissue paper made of natural bamboo, so it must be light yellow. And this kind of tissue paper is three times more expensive than ordinary tissue paper!" When I heard it, it seemed to make sense.

I later looked up this product, and the description in the copy said that it was made from natural bamboo from a bamboo forest in a certain place, so the light yellow color of the tissue paper was normal. Whether it is really made from natural bamboo remains to be investigated. But this "natural bamboo" and "light yellow" are consistent with our cognitive facts.

However, many stories in copywriting are too exaggerated or contrary to everyday facts, which will cause users to have doubts and other trust concerns, not to mention getting users to buy your products. For example, you say that someone took your diet pills and lost ten pounds in two days. With a story like this, even if you say that some cutting-edge American technology was used, it is inevitable that people will still be suspicious. Because it does not conform to our cognitive facts. If you say you lost 10 pounds in seven days, some people may believe you.

Therefore, the copywriting story needs to be consistent with the target users' cognitive facts and dispel the users' possible trust concerns in order to better impress the users to make a purchase.

Summarize

When writing soft copy, adding storytelling descriptions can enhance the persuasiveness of the copy, but can your copy story impress your users?

The author of this article @Mr. Monster is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games