I am so impressed by how information flow advertising is done!

We also know in our hearts that users will definitely click on the first or third message. But why do optimizers still write these inappropriate ideas?

This is because there is a lack of user perspective when writing information flow ads.

★What is the user perspective?

In fact, it is to think from the user's perspective:

That is, what are the needs of users?

Why do users need this product or service?

Instead of simply looking at what kind of information flow creativity the customer wants or what selling point the customer wants to focus on.

We usually think that we are serving our clients and should strive to write advertisements that meet their requirements.

But more professional optimizers should be able to keenly realize that for advertisers, target users are God. Only when the target users are satisfied with the advertisement will the sponsor/boss be satisfied with our service.

So, although it seems that we are starting from the customer's perspective, we should actually start from the target user's perspective.

Step 1: Product selling point analysis

Step 2: Write the copy based on the product selling points

That’s why we wrote copywriting like “Fifteen years of focus, Bilai is just for a glass of healthy water” and “Shuotian rolling shutter doors, rolling shutter doors directly sold by the manufacturer”.

Based on user thinking, here are the new step-by-step guides:

Step 1: Product selling point analysis

Step 2: User needs analysis

Step 3: Match product selling points with user needs and write copy

In the new step-by-step guide, the focus is on user needs analysis and matching user needs.

Case Description:

XX Study Abroad is a Beijing-based study abroad agency with sufficient budget. It plans to place information flow ads on Baidu Mobile.

How should I write an information flow advertisement for it?

According to the information provided by Shun Shun, it has these selling points worth mentioning:

Strong institution, strong faculty, responsible for the application results, real-time application progress check via WeChat , an average reduction of 20% in study abroad fees, customized study abroad plans, refunds if not satisfied with the results, New York Stock Exchange listed institution...

Step 2: User needs analysis

With so many selling points listed, it is impossible to reflect all of them in the advertisement. At this time we have to think about what users care about?

Here are a few ways to help us understand our users.

1. Check the crowd portrait and demand map in Baidu Index.

（http://index.baidu.com）

2. Check related questions and answers on Zhihu.

(https://www.zhihu.com/)

3. Call the user’s landing page or consult online customer service, pretending to be the user.

4. Visit customers and communicate with salespeople from customer companies.

Using the above methods, we concluded that the target users of XX Study Abroad are probably this group of people who are mainly concerned about these factors when studying abroad.

Step 3: Match user needs and product selling points and write copy

Now that we know what users care about, it’s time to combine selling points with needs.

Through observation, we found that users are concerned about whether they can get an offer from a prestigious university. Shunshun Study Abroad happens to be very responsible for the results of study abroad applications. This feature is likely to impress users and reassure them.

So we can write the copy around this point.

First, we point out the issues that users are most concerned about and awaken their needs:

How to improve the success rate of applying to prestigious American universities?

After attracting the user's attention, we used the "Harvard senior" to reflect the selling point that Shunshun Study Abroad is responsible for the results:

How to improve the success rate of applying to prestigious American universities? Come here to hear what Harvard seniors have to say!

By flexibly applying the above three steps, we can easily write copy from the user's perspective.

★ 6 ways to optimize the bottom line

In addition, we also have these 6 hidden methods for title optimization!

1. Promote one selling point

Examples:

Before optimization: So convenient? If you want to learn piano, you don’t need to buy it! Brand new piano, rent for only 3.2 yuan a day! If you miss it, you have to wait another semester!

After optimization: Too cheap! It only costs 3 bucks to rent a brand new piano for one day, which is super cost-effective to learn piano at home!

Before optimization, the copy promoted two selling points: "convenient" (why do you still need to buy it?) and "cheap" (only 3.2 yuan), and each selling point was good. But the problem is that users spend no more than 3 seconds browsing each title. How can they understand so much information?

A better approach is to promote different selling points to different groups of people, and only promote one at a time.

Judging from the copy about learning piano, if we want to target users with average economic level but who are interested in piano, we can use optimized copy and focus on the selling point of "cheap".

But if we want to target users who have a busy pace of life but are also interested in piano, it is appropriate to write another copy to promote the selling point of "convenience".

2. Target one group of people

Examples:

Before optimization: Primary, middle and high school students enjoy simultaneous teaching by famous teachers, try it for free today!

After optimization: Primary school students can also enjoy synchronous teaching by Huanggang’s famous teachers at home. Try it for free today!

Before the optimization, the copy mentioned primary, middle and high school students. Although it was comprehensive, users might think, "You have a lot of business, but isn't it unprofessional?"

A better approach is to run different ads for different groups of people, with each piece of copy targeting only one group of people.

Judging from the copy of this famous teacher's teaching aid, if we want to target parents of primary school students, it is appropriate to use copy that is optimized for primary school students.

But if we want to target it to parents of middle school or high school students, we need to rewrite the copy to target these two groups separately.

3. Reduce cognitive barriers

Examples:

Before optimization: The American K-12 teaching system allows children to learn authentic American English and take their learning to the next level!

After optimization: This course is taught in American elementary schools and allows children to learn authentic English!

The copy before optimization mentioned K12. Although it is very high-sounding, for users who don’t understand American education, K12 is a very unfamiliar concept, and they can’t suddenly develop trust and good feelings towards it.

A better approach is to write the advertisement in a simple and easy-to-understand manner so that users can quickly understand how good the product we are introducing is.

In the example above, the optimized copy replaces “K12 teaching system” with “the course taught in American elementary schools,” allowing users to understand at a glance that this course is a basic course in the United States.

4. Enhance “Relevance to Me”

Examples:

Before optimization: Shunshun Study Abroad, the average number of offers for applicants nationwide is 4

After optimization: Attention, students in Hefei! You can get an average of 4 offers by applying for study abroad here.

The copy before optimization mentioned that "the average applicant nationwide received 4 offers", but users still worried after seeing it: "The situation in each city is different. How many offers did the average applicant in my city get?"

A better approach is to clearly describe the user's region, zodiac sign, age, etc. in the copy , so that the user can know at a glance that this information is useful to him or her.

Judging from the copy for studying abroad, if you want to target users in Hefei, you can point out "Attention students in Hefei" when optimizing.

Similarly, if you want to vote for users in Beijing, you should point out "Attention, students in Beijing."

5. Create a Cognitive Gap

Examples:

Before optimization: My colleague’s child memorized words every day and became an excellent student in English!

After optimization: Only if children learn English in this way can they become top English students!

Both of these copywriting attempts to impress users by saying that children can “become top English students” , but the ads before optimization directly pointed out the method in the title – “memorize words every day”. Users already know the answer, so why would they click on it to take a look?

A better approach is to tell the user an attractive fact without saying exactly what it is.

In the English learning example just now, the optimized copy left a suspense, "This is how children learn English", but how exactly do they learn? This question creates a cognitive gap in the user's mind, prompting him to click on the ad to search for the answer.

6. Close the psychological distance

Examples:

Before optimization: Harvard study abroad consultant, this is how I help students get offers!

After optimization: Harvard senior tells you, this is how I got the offer!

The copy before optimization was written from the perspective of a consultant, which inevitably made users feel that it was self-promotional.

A better approach is to create a character that is closer to the user and write the copy in his tone.

In this example, the optimized copy is written from the perspective of a Harvard senior, giving users a sense of intimacy and thus narrowing the psychological distance.

The above are some of our optimization tips today. Let’s review them together:

1. Thinking: Start from the user's perspective and explore pain points and selling points;

2. Method: Flexibly apply 6 creative optimization methods;

3. Tools: Learn to use tools to discover good copywriting.

Key points: Thinking + methods + tools = tips for optimizing information flow advertising , take them now!

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

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