Can’t come up with the copy for information flow advertising? There is a template here, just use it!

Here are my 5 steps for writing copy:

1. Determine the promotion content

2. List relevant attributes

3. Select attributes

4. Lenovo copywriting

5. Optimize copywriting

It may seem a bit abstract, but I will explain them one by one using two cases. I believe that if you master these five steps, you will be able to quickly write the copy you want!

Step 1: Determine the promotion content

We can start with travel-related products, such as: tickets, surrounding tours, air tickets and hotels, etc.

Step 2: List keywords

Keywords are divided into product keywords, user keywords and expression skills.

Expression skills can be understood as the connection between product attributes and user attributes.

1. List the product attributes first

Categories : apps, air tickets, hotels, nearby tours, domestic tours, group tours, high-speed rail tickets, scenic spot tickets, parent-child tours, etc.

Price : 50% off, xx off for purchases over xx, xx free, as low as xx, benefits, etc.

Features : pure play, no forced consumption, many activities, large platform, rich product line, reliable, and many discounts.

Challenges : Online travel companies ( Ctrip , Tuniu Travel, etc.), traditional travel agencies, and people who stay at home.

…

2. List the crowd attributes again

Third person : flight attendant, airline, hotel front desk, best friend, Xiao Wang and Xiao Li, Lao Ma, boss, beauty.

Groups : those born in the 70s and 80s, college students, people from a certain region, blue-collar workers, white-collar workers, people with cars, people with children, fans of a certain star, etc.

Age : 30, 20, 58, etc.

Scenes : going to work, going to school, working, entertainment, sports, resting, space scenes (indoor and outdoor, home, company).

Behaviors : booking, signing up, shopping, downloading, purchasing, recommending, playing, traveling, attending classes, working, exercising, studying, etc.

Result : Get deals, have fun, refer friends.

…

3. Finally, list the expression skills:

The following are 20 expression skills that I personally summarized. Basically, all information flow copywriting cannot do without these 20 skills:

Step 3: Select properties

We can choose what we want to keep from product attributes, user attributes and expression skills, and select a few points from each angle!

If you choose "comparison" as the expression technique, it can be the advantages of this travel app compared with other ones.

For example, if you choose "exaggeration" as the expression technique, you can describe the characteristics of this travel app and then exaggerate them.

For example, if you choose the "stimulation and provocation" expression technique, you can stimulate users to still travel in the traditional way, which is outdated and out of date.

If you choose "interact with users" as the expression technique, you can propose an action that users can easily participate in, such as taking a test, leaving a comment, etc.

For example, if the product attribute is "post-80s", then the corresponding content should be related to the post-80s generation.

If the user selects "price" as the attribute, the copy should reflect the discount-related information accordingly.

Step 4: Associate copywriting

1. For example, if I choose the combination of "post-80s, Shanghai, loss aversion, discount", can I associate it with:

“What a shame that the 80s generation in Shanghai still don’t know about this app! Spend xx to get xx off on overseas travel!”

2. For example, if I choose "the group of mothers born in the 1980s, and also choose loss aversion symptoms and discounts", and also choose to directly describe the product or features, can I associate them with:

"Hangzhou moms born in the 1980s download the app and enjoy x discounts on travel with their kids, today only!"

3. For example, if I choose "people who travel frequently, Beijing area, creating conflicts, and informing or notifying information", can I associate them with this:

"Beijing business travelers, don't waste your money, you can get discounts on train tickets here!"

4. For example, if I choose "Shanghai region, sense of belonging, direct description of products or features, positive loss aversion", can I associate them with this:

"Shanghai likes to offer benefits to tourists. Spend xx and get xx off. You will lose a lot if you don't come!"

Step 5: Optimize the copy

Some copywriting may not conform to user habits, or go against common sense or have incorrect strategies, so optimization is needed at this time!

1. Benefits for Shanghai users! If you like traveling but don’t know this app, you’re missing out!

2. Post-xx mothers can enjoy x discount on travel with their kids, only available today, exclusive to the app! (Modified wording)

3. Don’t waste your money, you can get discounts on high-speed train tickets here! (The crowd is expanded to all groups, hiding the subject of the crowd)

At this point, fresh copywriting is out.

A while ago, a friend asked me to help write a copy related to "loan".

To be honest, I knew almost nothing about the product she was responsible for, but it took me less than 2 minutes from the time I saw her needs to the time I came up with the copy! (Because I know the above methods by heart)

Regarding "loan", I naturally thought of the target group xx, and then I came up with the idea of ​​using the "provocation and stimulation" method.

"After xx", "money", "excitement" these three keywords made me think of "After xxx, are you still looking for friends to borrow money?"

Since you have chosen to stimulate users and raised questions, you must give an explanation, right?

Think about it, why do we usually ask friends for money?

It should be because it is convenient to borrow money from friends and there is no interest. It is too complicated to borrow money from institutions. The key point is that it is too troublesome to borrow money from institutions, and there is interest.

As I write this, I think of two points: “simplify actions” and “directly describe product features”.

We combine:

"Are you still looking for friends to borrow money after xxx? + Simplified action + Product features

"Still looking for friends to borrow money after xxx? You can apply with xx, + Product Features

After optimization, it means “Are you still looking for friends to borrow money after xxx? You can borrow xx yuan with xx, and the daily (monthly) interest rate is x yuan!

How about it? Do you think it’s so easy after reading it?

Then, follow the above steps and give it a try!

Summarize

Copywriting will have different effects on different people and in different scenarios. It is especially important to break down product attributes and user attributes. Try to list all the related ones, and then select them according to your needs. Finally, combine them with different expression techniques, and you will have copywriting from various angles.