How to write heartfelt copywriting in 3 steps?

Nowadays, if you don’t have any copywriting skills, you’d be embarrassed to call yourself an Internet operator . If you look at the recruitment requirements of various companies, you will know that copywriting skills are the most basic requirement for an operator . This article mainly introduces the copywriting skills required for an operator and how to write good copywriting in three steps.

1. The difference between copywriting and writing

Many people confuse copywriting with writing, but copywriting is commercial writing, and you can’t write good copy just by knowing a little bit of writing.

Copywriting is highly purposeful and serves the product, and is more commonly used for corporate enterprises and advertising brand promotions. Before writing, you need to understand the product positioning, features and user needs.

Most of the work written by general operations is copywriting, but there is one type of operation that is more special, that is, content operation / new media operation .

Because the content of the copy itself is the core value and features of the product, this type of copy usually shares information outside of the product or conveys some ideas and insights. Your article is part of your product.

For example: Generally, articles on public accounts share knowledge and experience, or opinions on a certain event, etc., but articles about the characteristics of this public account are not often written.

2. Criteria for judging copywriting skills

So what does it mean to have good copywriting skills? What are the criteria for this judgment?

Is it necessary to always come up with new ideas for copywriting like Durex ? Or do you want to be like the big V joke tellers, able to come up with all kinds of attractive jokes or stories? Or do you want to write a popular advertising slogan like “just do it”?

To be honest, it is difficult for most Internet operators to reach this level.

Many companies simplify the standard for copywriting skills, which is the number of article readings. Have you ever written a popular article with over 100,000 views? If so, then your copywriting skills must be pretty good.

In fact, in today's highly crowded information world, whether you can produce a hit article depends not only on the quality of your article itself, but also on the platform and marketing .

For example, Toutiao has a much greater chance of producing a hit article because this platform has a reading recommendation system.

Therefore, copywriting skills are something that is difficult to quantify simply. In my opinion, the most basic copywriting skills required by an ordinary operator are clear expression, a certain logical structure, no confusion, and strong readability. A successful copywriting is one that can make readers like the product and successfully buy it.

We often see many articles with a large number of readers, which are all just nonsense, with no novelty or creativity, and even contain typos.

But they must be readable and meet certain needs of readers, at least the title should attract readers to open and read. Of course, typos and unclear expressions can easily affect the reading completion rate of the article.

Beyond this foundation, we can learn some techniques that can make your copy more attractive.

3. Write good copy in 3 steps

How to write good copy can be done in 3 steps.

1. Think about three questions before writing a copy

1. Who are my users? （ Target users ）
2. What are the features/content positioning of this product? （Product positioning/features）
3. Under what circumstances would a user want to buy this product/read this content? (User requirements)

2. Establish a framework for copywriting ideas

The general psychological process for users when reading a complete product copy is roughly as follows: interest aroused - cognitive understanding - desire and confirmation - action.

So the copywriting framework can be like this: attract attention - create a scene, point out the need - meet the need - prove that the product works as advertised - require actual purchase

For example, taking "online paid knowledge operation course" as an example:

1. Come up with an attractive title: Tell me how I increased my monthly salary from 4,000 to 10,000 in just 3 months?
2. Create a scenario and point out the needs: XX is an ordinary wage earner, working in a traditional industry, with a monthly salary of 4,000. Life is not too tiring, but he feels that life is meaningless to continue like this. The ceiling is in sight, and no matter how hard he works, his monthly salary is unlikely to increase significantly in the short term. I want to change my career. After analysis, I want to do operations.
3. Meet the needs: However, I know very little about this industry and there are no special methods. It just so happened that I came across the xx course at this time. I searched for reviews and found that the word-of-mouth reviews were good. It was also suitable for newbies in career change, so I signed up for the class.
4. Proof of product efficacy: After studying, I worked hard to take notes and practice, and successfully switched careers to find an operations job within 3 months. Now my monthly salary has increased to 10,000.
5. Requirement for actual purchase: If you have the same problem as me, you can go and check out xx course. (Generally, soft articles will not specifically state that actual purchase is required)

The above is just a simple process of writing an article according to the copywriting formula. Of course, a complete article must be written in more detail and be more contagious.

This type of pattern is very common in soft articles and has always worked. Whether it is effective or not depends on whether the created scene is realistic. Can it make people believe it and resonate with it?

Of course, there are many other structural frameworks that we can summarize and apply. If you write according to this framework of ideas, it will be much easier to fill in the details.

3. Tips for copywriting

(1) Understand users and resonate with them.

Understand your users and their purchasing motivations. In what scenarios will they buy/read? In the copywriting, we can create such a scene, and creating a scene can make users feel real.

(2) Sell concepts, not products or services.

This so-called concept is "positioning", such as "the first practical platform in mobile Internet ". For example, promote the taste rather than the burger. It is the uniqueness of the product that makes others remember it.

(3) Use emotion to sell products and rationality to interpret purchases.

We buy things based on emotion and then rationalize the purchasing decision with reason.

That is, emotional thinking: human emotions; rational thinking: product functions, prices and services.

For example: a certain brand of car generally promotes its noble and high-end quality (to satisfy people's vanity), and also promotes its reasonable price, guaranteed functions and services.

(4) Personalized communication method.

Using words like "you" and "I" can bring users closer.

Example: Have you encountered the following decoration problems?

(5) Break the way of thinking and plant the seeds of curiosity.

By using different thinking angles from ordinary people, users' curiosity is aroused, and suspense is created to induce readers to continue reading.

(6) Understand the psychological triggers.

That is to understand what psychological incentives make users use/purchase products and services.

For example, greed, participation, value, ability to solve problems, authority, satisfaction guarantee, etc. You need to understand your users.

In addition to the above methods and techniques, every copywriting senior will require: accumulation and practice! The principle is easy to understand, but difficult to do. So work hard!

The author of this article @秋日里猫r 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