3+7 routines to teach you how to play poster fission

There is a very important way to attract fans to public accounts - poster fission. Since posters are used as the carrier, the importance of posters in the entire activity can be imagined. The form and copy of the poster are very important for a successful fission campaign. I hope that through this article, you can have a deeper understanding of fission posters.

The user fission growth research community has always advocated that understanding = doing repeatedly, so everyone should understand that the first thing to do after learning is to execute repeatedly.

We all know that there is a very important way to play in community fission: it is called poster fission.

For example, you can earn points by spreading posters, or scan the QR code on the poster to join a group, scan the QR code to follow a public account, or scan the QR code to add friends. Posters are the simplest and fastest way to convey information and gain traffic .

Since the carrier of communication is posters, it is no exaggeration to say that the importance of posters in the entire fission activity accounts for at least more than 70%.

Why do I say so? Let’s do a simple analysis.

People who see the poster in the circle of friends , just like those who read the title of an article, usually click on it for no more than 0.5 seconds on average. At this time, if they are not interested in the information they see, they will immediately close the poster and exit.

If he sees something that interests him, he will generally look at it a few more times, and his stay time will extend by about 3 seconds. He will make a decision within 3 seconds, whether to participate in the event, or to buy the product. Then he will spend another 2 to 3 seconds looking for other auxiliary information on the poster to help him make a decision. The whole process takes about 8 seconds, and generally does not exceed 10 seconds.

The whole process depends on how well your poster is made. If your poster is rubbish, even if you have a ton of resources, the effect will be greatly reduced.

Therefore, you must attach great importance to the poster and make a user take action within 8 seconds.

So how do we do it? This is the topic we are going to talk about today - "In 1 hour, you can also write a hooking fission poster copy in 0.5 seconds."

I will give you a set of ideas for writing poster copy, tell you how to do it step by step, and give you methods and templates, even sentence patterns, and you can just apply them directly. As long as you design the copy according to these methods, your fission poster will definitely be more exciting.

Now, I want to leave you with a question. You can think about the following question while listening to the following content:

Below, I will share with you the contents of 3 main sections:

1. Three ways to make fission poster copywriting hook people in 0.5 seconds

A good fission poster copy must be able to understand the user's true motivations, hit the user's real pain points, and provide just the right solution.

In all copywriting, the word we use most often is pain point. The so-called pain points are deep-seated needs and desires, that is, the physical, psychological or financial state of scarcity of users, that is, they feel that they are missing something and want to get it.

Therefore, excellent copywriting must be good at appealing to the user's heart. By understanding the user's psychology and accurately digging out their inner needs, the copywriting designed in this way can cater to user needs, satisfy desires, and fill gaps.

Let’s take a look at two examples of popular posters:

One is a distribution poster for the New World Career Course, and the other is a distribution poster for NetEase Drama Course.

Does it feel familiar? The most important reason why these course posters can go viral is that they capture certain user psychology, which makes us very eager to scan the code and learn. Under this logic, a successful fission poster must have the characteristics of "immediate benefit, simple and easy to obtain, clear expectations, personal authority guarantee, and the price seems very favorable".

To this end, I have summarized a formula, let me show you this formula:

A relatively successful fission poster is basically equal to universality (meaning that your fission theme can cover as wide a target population as possible) + pain points (that is, user pain points, as just mentioned) + psychology (that is, user psychology) + ease of use + celebrities + groups + promotion + packaging.

We recommend that you save this formula. Next time when you do a fission activity, you can check it one by one to see how many of the items are met, and you can roughly predict the effect of the activity.

Okay, since user psychology is so important, then the question is: when we design fission poster copy, which user psychology should we use to stimulate users' interest in scanning the code?

Next, I will analyze in detail how high- conversion fission poster copywriting utilizes and satisfies user psychology from the perspective of three user psychological tools : fear, gain, and desire for speed.

The First Psychological Tool: Fear

Now let me show you a very classic case.

How classic is it? A public account gained about 10 million followers in one year thanks to a fission project. I guess many people know this account, it’s called Youshu .

There is another account that gained 1 million followers in one year thanks to the same project. I guess many people don’t know this account. It is called Ten O’clock Reading Club, a small account under Ten O’clock Reading. I was mainly responsible for this account at the time.

This project is a shared reading project, a super awesome project for increasing followers. So what does their fission poster copy say? The title is very simple, just one sentence - how long has it been since you finished reading a book?

How about it? After seeing this poster, do you feel something?

It makes you ask yourself: How many books did I finish reading last year? How many books have you finished reading this year? Does it remind you of how you have made many reading plans, listed one book list after another, and bought a bunch of books, but in the end you can't even read for ten minutes each time, and you immediately feel guilty and scared, and feel like a loser who doesn't read. It can be said that this sentence successfully awakens users' fear of not reading for a long time.

Do you know this sentence? How long has it been used in books? I tell you, it took three whole years to get the book. I noticed this sentence on the posters of the book reading program in early 2016. To this day, this sentence is still used on promotional posters for shared reading.

Here are a few more posters:

In other words, from 2016 to now, basically all the reading posters have the same copy, but with different backgrounds and formats. However, some posters with different copywriting were used during the book reading process, such as this one: the title was changed to "What changes will happen to us in half a year?"

As a result, the poster quickly disappeared.

Some books have returned to using the original version of the reading poster. Why? Because the conversion is poor. How do I know the conversion is poor?

Because at that time I was also doing a shared reading project at the Ten O'Clock Reading Club, the Ten O'Clock Reading Project. Our first version of the shared reading poster is, it can be said, very similar to the one with the book. In fact, it just copied the poster copy of a book, and the point is "How long has it been since you last read a book seriously?"

Later, I revised several versions of the copy, such as "Read a book every week, and you will read 52 more books than others in a year", "I am afraid of people who read, especially those who are still reading", "Defeat procrastination and read a book every week". As a result, we found that the number of followers dropped sharply, which scared us so much that we quickly used the first version of the fission poster, and then it was obvious that the number of followers increased quickly.

Some time ago, when my colleague Wang Liuliu was planning an "English" WeChat group fission growth activity for the Devil Daddy, we discussed it for two or three hours and thought of several versions of poster copy. Finally, we decided to adopt the same fear-based routine and determined the main title: How long have you not studied English well? You all know what happened next. The number of followers increased by more than 100,000 in 4 days. From then on, Wang Liuliu became an instant hit in the growth circle.

Therefore, the book reading fission poster gave us a great inspiration: the core title of the poster should not be product selling points or project highlights. What you need to highlight is the user's fear. By sounding the "alarm bell", creating pressure and directly hitting the user's pain points, arousing their sense of crisis and tension, and changing their attitudes or behaviors.

Using fear is a very important marketing strategy. If used well, it will achieve twice the result with half the effort, but if used poorly, it will have the opposite effect. Therefore, you must correctly utilize people’s fear to design your copy.

How to design it? There are three points you need to master:

First, the degree of fear should be moderate, neither too strong nor too weak.

For example, I once saw a poster for a financial management APP . The main title of the copy was: "You feel bad about the electricity bill at home and you feel bad about the rent at work", and the subtitle was: "The older you get, the less likely anyone will forgive your poverty."

This poster copy was previously all over the WeChat Moments. However, from the perspective of conversion rather than exposure, this copy has a fatal problem. In addition to describing "poverty", it does not provide a specific solution to "poverty". It only gives "Let financial management give life one more chance, search "XXXX Wealth Number" on Alipay ..."

What I want to say is, can we get rid of poverty just by relying on the 4% to 5% investment return rate from financial management? You are talking nonsense! People who can solve their poverty through financial management have a lot of capital, so how could they be short of money for electricity and rent? This is a classic case of failure where the level of fear and the solution did not match.

Second, the fear must happen now.

Only fear that is close at hand can truly hurt users. People only consider immediate interests. As for threats that may arise many years from now or how bad the future will be, who would care?

Third, the plan to eliminate fear must be convincing.

I remember seeing a public account promoting an open class on English word memorization, and the text read, "Always have trouble remembering words? Go from an English novice to an expert in 1 hour!" I forwarded it to a friend who was learning English, and his first reaction was: I can go from an English novice to an expert in 1 hour? In those 2 hours, could I defeat Luo Yonghao ? So you see, users are very confused and don't believe it at all.

If I were to change the copy, for example, "How to remember 100 English words in 1 hour? You don't even need a word book to memorize words!" Wouldn't this be much better and a more convincing solution?

Now do you have a clearer understanding of how to use people’s fear to write poster copy? In order to help you better grasp this idea, now, I will provide you with a panacea template that you can directly apply:

A specific problem that triggers fear + a suitable solution, isn't that what book reading posters do? ——Use specific questions (Haven’t finished a book in a long time?) to trigger the fear of not reading for a long time + appropriate solutions (join the book reading group and form a team to fight laziness)

Above we talked about how to use people’s fear to design poster copy. Point out what he is afraid of and transform needs into fear. As long as the user is scared, you win. A frightened child needs comfort and care the most. And your product or service is attached to the users.

The Second Psychological Tool: Acquisition

It is easy to understand that what you gain means what tangible benefits, welfare, advantages, etc. a user can obtain after purchasing your course or participating in your event.

This is an era of information explosion. Customers are very impatient and only glance at posters in a flash. Writing "gain" can give them a psychological hint that they can quickly improve themselves, or a feeling that they have got a great deal, or even a return beyond their expectations, and this can quickly attract their attention.

So how do you write "obtain"? I will teach you 3 methods and think from these 3 perspectives: physical gain, psychological gain, and wealth gain.

Take a look at your activities or products, what benefits can customers get? Say it very directly and clearly.

Next, I will continue to use 1 case to help you learn and understand quickly.

It is like this, there is now a free WeChat group called Blockchain Knowledge Learning and Growth Group.

The group may invite cryptocurrency industry bigwigs such as Li Xiaolai, Laomao, and Zhu Jiawei to join the group for sharing and communication. The organizer of the event wants to plan it as a fission event, and gather people who are interested in blockchain into the sub-group of the blockchain knowledge learning and growth group.

If the fission poster is ready, and the text on it reads - "Join the blockchain learning and growth group, and learn blockchain from 0 to 1", after reading it, will you scan the code to join the group? If you know how to scan the code, please move your finger and reply 1 now. If you don’t know how to scan the code, please reply 2. Let’s see everyone’s reaction in the group~

OK I guess you have also felt that “Join the blockchain learning and growth group and learn blockchain from 0 to 1” does make the meaning clear, but do you feel a sense of achievement? Do you feel excited? Let’s think about this using the psychological tool of gain.

1. Does it bring any physiological benefit? Obviously not, we are here to learn and communicate, not to get a massage.
2. Does it bring a sense of psychological benefit? Yes, joining a discussion group gives me a sense of fulfillment, and posting it on WeChat Moments also gives me a sense of honor, making others feel that I love learning. But more importantly, it also provides a sense of vanity and pretense. Blockchain is a hot topic and everyone is discussing it, especially many bigwigs are also deeply involved. Posting it on your Moments will make you look very cool and make people feel like you are in the same circle as the big guys.
3. Does it bring a sense of financial gain? Yes! These people who want to join the group actually have a strong speculative mentality of making a lot of money and getting rich quickly. If you directly describe that you can help you make a lot of money, you can quickly attract their attention.

So, the final poster title is this:

“Popularize blockchain knowledge, understand the benefits behind it, and get back the 100 million you missed.”

The most attractive words in the entire poster are "Get back the one hundred million you missed in those years."

People who are interested in blockchain have already heard many myths about getting rich overnight through blockchain and Bitcoin . This sentence gives users a strong sense of wealth acquisition, and they can't help but join the group and ask the big guys how to get rich overnight through blockchain.

At that time, this poster of blockchain course fission quickly went viral in the circle of friends as soon as it was released. Thousands of groups were formed in one day, attracting hundreds of thousands of fans. It can be said to be very successful, and it once again allowed us to witness the magic of poster fission.

This "interest-oriented" approach is now used in many courses, with great results.

Therefore, if you want to impress users, don’t always emphasize what your product can do. No one wants to waste their precious time listening to you brag about things that have nothing to do with them. What you need to tell users is: what they can do or what they can become after using your product.

Only when you clearly tell users about the practical benefits and make them realize that there are really many benefits to using this product, will they stop, learn more about it, and then scan your QR code or buy your products.

The third psychological tool: the need for speed

This is an era of information explosion, an era of time shortage, and an era of haste for quick success. Everyone is trying to find shortcuts to success, hoping to master certain skills in a short period of time. That is why knowledge payment has become popular.

So we often see such rhetoric: Master core skills in seven days/become a photography expert in 15 days/speak fluent English in 30 days/and so on. Because everyone is so, so, so, so anxious, and so, so, so impatient. Everyone wants to succeed quickly and everyone wants to get rich overnight.

So how can we use the desire for speed to write poster copy? I have also summarized a formula for you. You will understand it at a glance and can just apply it directly. The formula is:

First, emphasize that time is limited and just use the law of numbers.

People are much more sensitive to numbers than to words. Numerical expressions are more specific and intuitive, do not require readers to think, and are more likely to arouse readers' interest. For example, it only takes 7 days for rapid learning, and it only takes 3 days for a novice to become a beginner. These numbers themselves are very impressive.

There is a principle for numbers on posters. It is best to use Arabic numerals, which are easier to read than uppercase Chinese characters.

Second, since the emphasis is on less time, try to use smaller numbers.

Compared with "30" and "10", it is obvious that "10" can hit people's hearts more. The following two posters are actually quite good:

Burn your brain for an hour (emphasizing the short time) and ignite your learning ability (demonstrating the result); similarly, in two days and one night (emphasizing the short time), you can get new retail and new ways of playing (demonstrating the result). It would be even better if you could specify how many new retail and new ways of playing you can get.

I am a little puzzled, why don’t the two posters use Arabic numerals?

The second point of taking advantage of the desire for speed is to emphasize the small amount of learning. If the amount of study is too much, it will turn learning into a burdensome thing and give people a very oppressive feeling. The key headings should be highlighted, the tasks are few, the learning process is easy, and the results are quite good. For example, the following posters:

Based on the formula of "quick poster copywriting = less time/less learning + presentation effect", I have also extracted 10 common sentence patterns. These sentence patterns are extracted from the accumulation of nearly 1,000 public classes we have taught in the workplace and have been proven to be very effective.

When you need to use it, just use the sentence pattern and replace the corresponding content. It will definitely help you write good copy quickly:

Why do these sentences have a higher scanning rate? In fact, the reason why users scan the code to participate in the open classes is because we package the open classes into very practical and timely courses through posters.

There are two key points here: one is that we have insight into users' anxious demands for speed, and the other is that the courses meet the interests of practicality and immediacy.

2. 8 elements of fission posters

By learning to utilize the above four user psychology, we can write very attractive poster titles. However, a poster has more than one title. It also has other contents such as subtitles, outlines, QR codes, etc. What are they specifically and how should we write them? In the second part, I will give you a picture and a general template to help you quickly solve these problems.

This picture basically covers the eight elements of a complete fission poster: main title, subtitle, speaker profile, real photo of the speaker, outline content, authoritative endorsement, limited-time and limited-quantity benefits, and QR code. There are four elements that are essential for almost any activity or project.

The other four elements are just icing on the cake. If they are there, the effect will certainly be better, even much better. It seems simple at first glance, but in fact, every element in it is very particular. I will explain them one by one in detail later. Now I’m giving you another template so that you can understand the constituent elements of a complete fission poster in seconds.

This poster was chosen as a template because it has a complete structure, contains almost all elements, and accurately addresses the pain points. In fact, every part of it is worth studying.

Let's look from top to bottom:

What is the use of the main title of the entire poster - "Chief Growth Officer Evolution Camp, Traffic Conversion Course"? Tell you the name of the course so you know what class it is.

The subtitle is "How to make 10 yuan by spending 1 yuan. Conversion rate is a science that can be mastered." This part can be used to describe user pain points or explain reasons for purchase. The next middle part is the course outline, which is what this course will teach you: building a traffic system and improving conversion rates.

For more complex and less common products, the outline section is very necessary to explain the course itself. For simple products or products that everyone is familiar with, this part can be omitted.

In addition, for complex products, a section needs to be added: authoritative endorsement of the product. This section contains the authoritative resume of the instructor, including Nanfu power bank’s 13-fold growth on Tmall , Zhenpu Go’s ROI of up to 102, and so on.

Use the data from these authoritative brands to endorse lecturers, so that users can believe that the teachers are competent and can teach well.

Finally, there is a call to action. Because the ticket price is relatively expensive, costing five or six thousand yuan, I didn't write it out directly, for fear of scaring away customers. Instead, I left a QR code, "Scan me and add Xiaoxue for consultation." This way, the number of inquiries can be increased, because customers have to add her to ask about the price.

With the customer’s WeChat, you can chat with him/her slowly without worrying about him/her running away. Although it doesn’t say “limited time and limited quantity” here, it actually does exist, but this paragraph of text has become Xiaoxue’s rhetoric. Xiaoxue can tell the customers: We are now accepting early registration and the ticket price is 5,000. If the early bird tickets are sold out, the price will be 6,000 after that. This can guide customers to place orders as soon as possible.

At this point, I would like to ask you, do you think this poster is really perfect?

Actually, I personally don’t think so. There are two points that I think could be better:

The first point is that the main title and sub-title should be swapped, that is, "How to make 10 yuan by spending 1 yuan, conversion rate is a science that can be mastered" should be the main title, and "Chief Growth Officer Evolution Camp, Traffic Conversion Course" should be the sub-title. Why is this?

Because "How to make 10 yuan by spending 1 yuan, conversion rate is a science that can be mastered" writes out the user's pain points, and uses the psychological tool "vested interests" we mentioned earlier, highlighting the sense of wealth gained by spending 1 yuan to make 10 yuan, which is highly relevant to users, so it can attract attention. The main title is the product name, what does it have to do with users? Don’t you think this is the truth?

There is another flaw, which is the sentence next to the QR code. Why should it be arranged vertically from bottom to top? I have to twist my head to read that sentence clearly, as it can be typeset from top to bottom. Or just remove that sentence. It won't have any impact.

Finally, let’s summarize the content of the second part, the 8 golden elements of the fission poster:

1. Main title

This is the most important key point of the entire poster. It should make users want to participate as soon as they see it. The main title needs to understand the pain points of the target user group and refine their needs before a corresponding "solution" can be given. In other words, you need to find an "attraction point" that the target user group is interested in.

In the previous sharing, I gave three user psychology tools - "fear psychology", "gain psychology" and "quick success psychology", which can help you get user needs and stimulate the desire to participate.

When writing the main title, there are several points to keep in mind:

1. The main title must be very clear. Don’t make it too comprehensive or too complicated. Just focus on one pain point at a time.
2. The copy should be short, concise, and direct, so that people can understand it at a glance without having to think about it.
3. The theme must be big enough! Make sure people see the title at first glance and receive the most important information you want to convey immediately. What size is appropriate? A very simple standard is to post it on WeChat Moments so that others can see the text of the topic without clicking on the picture.

2. Subtitle

It can be used to highlight the course name or supplement the main title with other pain points. A subtitle is not mandatory, depending on the specific circumstances.

3. Introduction of the speaker

Name + awesome title, and it should be the most relevant and awesome title to this topic, everyone should understand this.

4. Photo of the speaker

Many course posters will place the real photo of the lecturer in the center, and it is very large. Using real-life photos will make people feel that the event has emotion and warmth, rather than just a cold event name. It will also create a greater sense of presence and trust, and will be easier to attract users' attention.

5. Syllabus/Highlights

Some products are more complex and need to be broken down for customers to see what specific contents we have and what value we bring to you. If it is a course, you can write the course outline in this section, or you can list the highlights that are attractive to target users, such as free courses, electronic materials, physical products, etc.

For example, this poster lists the free benefits:

6. Trust endorsement

There are two ways:

• One way is to find various KOLs , authoritative organizations, or standard certifications in a certain industry as guarantees. The purpose is to let users know that with these people's endorsement, your chances of being cheated will be much smaller.
• One is real person recommendation. Let’s take a look at the poster just now. The top part, the avatar + nickname + copy, acts as a credit endorsement. Compared to an unfamiliar poster, people are more inclined to choose something recommended by someone they know.

7. Short-term benefits

Having these is not enough. Smart marketers will find that users are already interested, but there is still one final step missing. what to do? At this time, a price anchor or short-term benefit will generally be set for the user.

Common examples include: original price 199 yuan, limited time special price 39 yuan; limited time special price 19.9 yuan, only for the first 1,000 users; scan the QR code to receive XXX information.

It is obvious that these short-term benefits are deliberately designed, and some are even more attractive than the subject itself. The purpose is also very simple: to attract users to scan the QR code on the poster again and increase the conversion rate. In addition, highlighting urgency and scarcity suggests to users that time is running out, thus appealing to their fear of loss.

8. QR Code

All of the above is done for this step. Put the QR code in the lower left or lower right corner. Sometimes you can also add a call to action, such as: Scan the code now, first come, first served. Usually, promotional information will be placed next to the QR code, with the original price marked, then crossed out, and then the discounted price written on it, making customers feel that it is very cheap in comparison.

3. Do this and your poster will be more awesome

OK, the above 8 parts basically cover all the elements of a fission poster. You can decide based on the project situation. Maybe you can use all eight elements, or you can choose 4 or 5 to help you deal with most fission projects.

Okay, now you know how to write an attractive and complete fission poster copy. So does it mean you’re done once you’ve written one version of the poster copy? So, this is the last part I want to add, if you do this, your poster will be even more awesome. Which point is it? I can summarize it in six words: modify, iterate, and test.

Everyone who does copywriting knows that, whether it is a long or short copy, few people can finalize the draft in just one draft. It is common to revise and polish your copy repeatedly, or even overturn it and start over again. The standard is whether your copy has undergone multiple tests and achieved a relatively good conversion rate.

For example, the "Sanlian Red" viral poster that swept the screen some time ago was commissioned by a third party. However, the third party itself was not a Sanlian user and could not accurately grasp the user's preferences. Therefore, they designed nearly 10 versions of fission posters based on different selling points and let seed users test and choose:

Previously, NetEase Xijingke also designed 4 versions of fission posters, and conducted A/B testing before finalizing them:

We also have our workplace power banks and open classes. For each course poster, whether it is copywriting or design, we will debug more than 5 different versions, and then test them in the internal group. Finally, the final draft will be decided based on the data.

Therefore, when writing poster copy, be sure to produce several versions and polish each element until you test the best version.

Now, you have the four user psychology tools and eight elements of typesetting to write wonderful fission poster copy, and you can use them right away. You can start practicing with new poster copy, or you can find those old posters and rewrite the copy just as practice, and you will see different results.

Okay, that’s all for today, I hope you liked it.

The author of this article @安顿王六六 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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