How to write high-conversion copy? Remember this universal formula!

Operational copywriting is a copywriting that persuades users to take certain actions. User action = motivational power - obstacle power. Therefore, to write good operational copywriting, you need to increase motivational power and reduce obstacle power.

I have been thinking, what is the essence of Internet operation ? Later, I finally figured it out. Operation is a process of persuading users to do something. We guide users to pay attention to the APP, download it, use it, revisit it, place orders, avoid churn, and so on.

An operational copy is a copy that persuades users to take certain actions. First, let me show you the action formula:

User action = motivation force - obstacle force

Any action needs to be driven by motivation. Resistance is ubiquitous in nature. Only by providing sufficient motivation and helping users clear all obstacles will users take action in our direction.

1. Increase motivation

Motivational force = rational needs + emotional excitement + sensory pleasure

Rational needs, excited emotions (impulses), and sensory pleasures constitute the three major factors that motivate human behavior:

• Rational needs refer to the situation where users make rational analysis and decide that an action is beneficial to them, and then put it into practice.
• Emotional excitement means that when users are emotionally excited, they will do something impulsive that overrides rationality. For example, when I was a child, my mother told me that boys should not cry, but sometimes when I feel wronged, I still can't help crying.
• Sensory pleasure means that after users receive strong sensory stimulation, they perform certain special behaviors. For example, when people from Guangdong see snow and people from Henan see the sea, they will raise their hands to embrace it (the author is from Guangzhou, and when he saw snow for the first time, he rolled on the ground for a long time).

1. Write copy based on rational needs

Objectively stating the benefits that users can gain from using the product is to convince users through concrete rationality.

(1) Make good use of positioning and express your opinions directly

If your product has a very special product positioning, then don't hesitate, tell your users directly, rationality is enough to persuade them to buy this product. Some red ocean categories should make good use of positioning to highlight that “we do better in something”.

Typical examples include:

If you are afraid of getting angry, drink Jiaduobao !

They are all drinks, and we can do better to reduce the heat.

Xiaomi 6, take more beautiful photos of people!

We all have camera phones, but we take better pictures of people.

（2）Give a reason that is relevant to the user

Sometimes, some products are well designed, but users always feel that they have little to do with them. At this time, you can give them a rational reason. Here is a real-life example:

A few days ago, my family changed our car. Like most women, my wife only cares about the appearance of cars . She doesn’t have many requirements for the performance and space of the car. However, most of us men like the space and driving power of SUVs. If I explain the car's power structure and suspension equipment to my wife rationally, she will definitely not be impressed. So, I explained the benefits of SUV like this:

"The spacious back row can easily fit a child seat, and the other two adults sitting in the back row will not feel crowded!"

So the wife agreed. To be honest, this car is not very good-looking, with an overly high chassis and a rough appearance. My wife will definitely not like it. I can only convince her by focusing on the "child seats" and rear seat comfort that she is concerned about.

(3) Provide a legitimate reason for consumption

When we buy certain products, we always feel guilty, maybe because they are expensive, or even because they are completely useless.

Let me introduce something here - the dishwasher. Dishwashers have become a kitchen decoration in many families. In fact, many people just buy them but don’t use them much. So how were these users persuaded to buy them in the first place? First of all, many newlyweds don’t want to wash dishes (I’m talking about you, don’t deny it), but I don’t want to be labeled as “not doing housework” by my elders. So, the following text was produced:

"XX dishwasher, all for your health, compared to hand washing, the bacterial adhesion rate is 99% less"

"XX dishwasher, all for the health of the family, carefully washes fruits, pesticide residues as low as 0.001%"

We are not helping you solve the problem of "laziness", we are helping you solve the problem of "health"! In this way, users are given a legitimate reason to consume.

Rational copywriting is the basis of copywriting. In many cases, rational needs are the selling points of the product itself. With further exploration, they can become a reason tailored for core users.

2. Make users emotional

(1) Excitement

When a man sees a beautiful and sexy woman, when a little girl sees the shirtless Eddie Peng, when people in the south see snow, when people in the Central Plains see the sea, yes, this is the mysterious emotion that humans cannot suppress - excitement.

“You know you’re not the first, but do you really care?”

"You know you're not the first one to have sex with her, but do you care?"

This is Aston Martin's used car advertisement. The comparison of used cars to drugs is very provocative, and coupled with the illustrations, it is simply screaming. However, this kind of driving advertisement is still rare in our country and may cause strong criticism from the public.

(2) Fear

Life is a process of constant gaining and losing. People are afraid of losing, and they feel insecure about their lives. In order to calm their fears, we make many choices that are beyond rationality. Presenting a frightening situation in a scenario-based way can help stimulate users to take action.

“I don’t know when it started, but I’ve become afraid of people who read.”

This is a most classic case of fear. The fear is handled just right so as not to "scare" the users to death (for example, if the teacher talks about the example of child trafficking when selling children's watches, it will scare the users to death). Users can also resolve their fear by purchasing the products they sell - books.

"For every 100 additional users who sign up, we will increase the registration fee by 10 yuan"

Some time ago, Xin Shixiang ’s marketing courses became popular on WeChat Moments . They adopted a tiered charging method, taking advantage of users’ fear of losing their current preferential prices to guide users to complete their orders as quickly as possible.

3. Let users empathize

The copy needs to be contextualized and should arouse the user’s sensory experience.

Occupy the user's sensory organs, occupy the user's vision, hearing, smell, taste, and touch in all directions, let them experience the product themselves, and tell your users about the sensory enjoyment that the product can bring.

The brand copy of Le Chun Yogurt makes me salivate when I hear it.

“Every bite is like licking the lid.”

The copywriting of Xiaomi suitcase makes me feel the comfort of holding it through touch. When I read this copywriting, I felt a warm current in my hands.

"It's comfortable, just like holding a lover's hand."

2. Reduce obstacles

Obstacle force = monetary cost + mental cost + safety concerns

1. Make users feel that it is not expensive

There is a proverb in Guangdong, which goes "a small sum adds up to a long sum", which means that a little bit of spending every day will add up to a lot in a year. Similarly, we can use this idea in reverse and distribute some slightly higher-priced products to each day, so that users will not feel the high price and will be willing to pay for the product.

Organic rice is twice as expensive as ordinary rice, 10 yuan more per kilogram, and it costs more than 50 yuan to buy a bag each time. So, the following text was produced:

"A family of three only needs to spend 3 yuan more per meal to eat the sweet and soft Wuchang organic rice, which will give momentum to the growth of children. If you eat one less McDonald's meal a month, you can get this healthy gift from nature. Why not do it?"

The copywriting used the writing techniques of "reducing large numbers to small" and "pricing by analogy", dividing the 90 yuan price of two bags of rice per month into 30 days, and then equating the value of 90 yuan to a McDonald's meal for a family of three.

2. Help users choose and reduce the mental effort of decision-making

There is a coffee shop downstairs of an after-school tutoring institution. There are many stools. Many parents will sit on them when they are waiting for their children. The waiter will come over and ask:

"Sir, would you like mocha, hazelnut latte or vanilla latte? We have a special offer on hazelnut latte today."

According to my observation, 70% of parents would order a cup of coffee. Imagine if the waiter asked, "Would you like something to drink, sir?" the parents might just leave their seats and stand waiting for their children. This helps users remove an obstacle directly, allowing them to skip the choice of whether to consume and directly choose what to consume.

3. Make users feel safe

New products are full of unknowns for users. The most obvious example is Internet financial products . Why would I deposit my hard-earned money into them? News of P2P running away comes one after another. But colleagues in Internet finance operations always have special copywriting skills.

(1) Endorsement by famous experts

The Wharton School of Business in the United States + a foreign old man in a suit and tie, with an authoritative and credible look, made users remember Feidai at once and feel its security. It should also be mentioned here that the positioning of being selected by the Wharton School of Business in the United States is very special, which quickly captured the minds of users and is also worth learning from.

(2) Data speaks for itself

"Renrendai has 858,395 lenders, and lenders have earned 550,342 million yuan."

"Borrow 100,000 in 3 minutes, 1.08 million people have successfully applied."

The simple presentation of data powerfully demonstrates Renrendai’s strength and proves its stability and reliability without further ado.

Conclusion

Let's put the whole formula together:

User action = rational needs + emotional excitement + sensory pleasure - monetary cost - mental cost - safety concerns

Although this is a universal formula, improving writing skills requires countless exercises, and increasing effectiveness requires countless AB tests and data analysis , in order to write better copy and achieve better results. Let’s work together!

The author of this article @静静 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