3 steps to improve copywriting conversion rate and write popular and well-received copywriting

"100,000+" is a high ground that countless copywriters and new media operators are eager to conquer. However, behind the excitement, a large number of practitioners are facing the difficult problem of "how to improve the conversion rate of copywriting." Copywriting can make people applaud and bring honor to the creator, but the real and unchanging pursuit in the business world is whether copywriting can be popular.

In fact, to achieve a "high conversion rate", it requires not only the assistance of copywriting, but it is closely related to the entire marketing strategy, sales strategy, pricing strategy and other factors. Copywriting is only the last link. It is a process that will communicate better with consumers based on these strategies, provide them with competitive benefits, and thus encourage consumers to buy.

For a copywriter, if you want to write copy with a "high conversion rate", you have to extend your work upstream, use more rational analysis through three steps, and refine more attractive text.

Step 1 Analyze product attributes and choose the right communication strategy

Is it true that as long as the copywriting is written with heart, users will buy it?

In fact, users may be willing to see cars , fashion brands , etc. promote their attitudes and personalities, but they don’t want to hear a Band-Aid, a battery, or a microwave oven talk about feelings. In most cases, consumers’ demand for them is just to make a good product.

Different types of products require communicating with consumers in different ways. In this regard, American scholars Rossiter and Percy once divided commodities into four quadrants based on consumers' psychological motivations when facing different commodities and their degree of participation in the decision-making process.

For products located in the upper right corner of the quadrant, such as cars, travel, fashion, etc., consumers tend to invest more mental time in the purchase decision-making process and spend a lot of time researching products and analyzing information. The motivation for this investment is positive and the process is relatively enjoyable.

As for products in the lower right corner of the quadrant, such as refrigerators and insurance, although consumers will invest more thought in purchasing decisions, their motivations are negative. The decision-making process is usually rational and there is no question of them getting pleasure from it.

Products located in the upper left corner of the quadrant, such as beer and ice cream, have low unit prices, so consumers put less thought into their purchasing decisions. However, these products themselves can make consumers enjoyable, so consumers' motivation to buy them is positive. Similarly, products located in the lower left corner of the quadrant require less mental investment and have negative motivation.

For products in the positive motivation quadrant, consumers usually make decisions based on many emotional appeals, while for products in the negative motivation quadrant, decisions are mainly based on rational analysis.

For products in different quadrants, copywriters need to adopt different communication strategies.

For products in the “Low Involvement – ​​Positive Motivation” quadrant, the copywriting needs to emphasize certain emotional attributes to arouse users’ emotional preference for the advertisement. For products in the “High Involvement – ​​Positive Motivation” quadrant, the copywriting needs to create deeper and stronger emotions that are strongly related to the brand personality and make it a part of the user’s life values.

For products in the "high involvement-passive motivation" quadrant, the copy needs to provide logical and persuasive reasons, especially the advantages compared with similar products; while for products in the "low involvement-passive motivation" quadrant, the goal of the copy is to induce consumers to try to buy.

In general, the closer a product is to "high involvement - negative motivation", the more rational components it has and the more effective it is; the closer a product is to "low involvement - positive motivation", the more emotional appeal components it has and the more effective it is.

For example, BMW MINI is located in the "High Involvement - Positive Motivation" quadrant. Its advertising copy also focuses on creating brand personality and the connection between brand personality and consumer emotions. In its "I Belong to MINI" advertising campaign, the product is portrayed as a person who is witty, self-willed, straightforward, friendly and sociable. The target customers can reflect themselves in this image and resonate with consumers.

Coca-Cola , which is in the "Low Involvement - Positive Motivation" quadrant, has been using strategies such as "nickname bottles" and " social bottles" to more cleverly participate in the inner world of consumers and deepen their emotional connection with them. It has also created a happy and warm brand image through the "hello happiness" telephone booth installation, etc., to arouse users' emotional preference for the brand.

Step 2: Understand user psychology and improve communication efficiency

After analyzing your product and choosing the right communication strategy, you won’t go wrong in the general direction. Next, what you need to solve is the problem of understanding user psychology and improving communication efficiency.

In the previous step, you learned that for different types of products, the demands that advertisements satisfy when influencing user decisions are different, which can be divided into rational demands and emotional demands. So what are the key points to improve efficiency when using different methods to persuade users?

Rational appeal

The key to rational appeal is to provide users with valuable and specific information. This information must be objective, credible, logical, and mainly focus on the description of functionality and practicality. For copywriters, in response to this demand, the following principles can be used in writing to improve conversion effects:

1) Use more data and avoid ambiguity

If you want to better convince rational users, you might as well add "the common choice of 1 million users" after "very popular"; add "an average of 100 bottles sold per minute" after "hot sales"; add "each octopus used as an ingredient is massaged for 40 minutes" after "ultimate taste"... The existence of data will give vague concepts an objective measurement standard and enhance the credibility and persuasiveness of the copy.

Just like in the promotional video of the cloud computing platform "Tencent Cloud", the copy reads:

In the past year,

He worked overtime until late at night 307 times.

He serves 860 million users.

He experienced 14,200 ups and downs.

He was behind 345 million dispatches...

This set of copywriting uses the listing of data to write about the contributions of "behind-the-scenes heroes" such as Tencent Cloud engineers, WeChat product managers , securities financial managers, and Didi Chuxing engineers. It also expresses the power and efforts of "Tencent Cloud" that provides them with cloud computing capabilities. This copywriting method is particularly suitable for products in the "high involvement-passive motivation" quadrant and products in the To B field.

2) Find third-party endorsement

" A neutral third party is a key factor in the rationalization of public perception. " Compared with advertisers, users are obviously more willing to trust objective, neutral, and non-direct third-party organizations.

In terms of effectiveness, the credibility of a third-party agency is positively correlated with its persuasiveness. At present, various types of reviews are becoming increasingly popular. There are not only mobile phone reviews, hair dryer reviews, and facial cleansing device reviews, but even potato chip reviews and rice dumpling reviews... They are very popular among users and use the same principle. In addition, the same applies to the enduring appeal of "celebrity-style", "foreign best-sellers", and "Chinese people rushing to buy them".

3) Summarize information points to reduce user understanding costs

In the article “How to Write Logically Strong Copywriting”, the technique of “packaging information in the user’s mind” is mentioned. This means that if you are trying to convince a rational user, the more reasons you give, the more convincing your argument will not necessarily be, because this may backfire and make it difficult for the user to understand. After you have prepared enough and sufficient reasons, you also need to organize them into groups so that users can understand them more clearly.

You should try to organize similar information into about 3 groups before presenting them. This process is like packaging and boxing your reasons, putting your information into different categories so that users can recognize and accept them at a glance.

Emotional Appeal

Emotional appeals mainly affect users' feelings and emotions, causing them to resonate and thus generate identification. Emotional appeals can be divided into positive emotional appeals and negative emotional appeals.

Positive emotional appeals mainly utilize people's positive emotions, such as love, friendship, family affection, the non-dark side of dreams, small happiness, healing style, etc., to arouse users' pleasure and extend this pleasure to the product to form a good impression.

Negative emotional appeals, on the contrary, mainly use people’s emotions such as anger, fear, and anxiety, which can easily attract attention and have a strong impact, leaving a deep impression on users.

For copywriters, using positive emotional appeals has lower risks. Although negative emotional appeals have greater room for development, it is not easy to strike the right balance. If the balance is too large, it will easily challenge the user's psychological endurance and cause user disgust, which is contrary to the expected results.

For example, a group of posters recently launched by the micro-plastic surgery platform "Gengmei" chose negative emotional appeals, and their dissemination was mixed. Disgust with obesity, fear of big cities, inferiority complex about appearance, powerlessness against aging... The copywriting of this set of posters reveals many truths and is impactful enough. The problem is that not everyone is willing to face the truth and talk about the "elephant in the room", which is also the risk of negative emotional appeals.

However, within the observable scope, negative emotional appeals have become increasingly popular, and various types of negative energy marketing are the best examples.

Step 3: Provide competitive benefits and hone copywriting skills

After you understand your product and your users, you need to extract a "key benefit" to encourage users to buy your product instead of your competitor's product. This "key benefit" is called a "competitive benefit." At this stage, the role of copywriting begins to emerge.

In Integrated Marketing Communications, Schultz defines “competing interests” as follows:

1. It must be a benefit that solves a consumer problem, preferably improving the consumer’s life;

2. There must be only one interest;

3. It must be competitive and a “better than” competition framework;

4. It must not be a slogan or advertising slogan;

5. It must be a sentence.

To understand "competitive interests", we must first distinguish between product attributes and product benefits. Product benefits refer to "what the product means to consumers." Generally speaking, consumers don’t care what’s in your product, but rather “what does it do for me.” As an advertiser once summed it up: "In shopping malls, what we sell to women is not cosmetics, but youth."

Just like Xiaomi Mi 6, in its offline advertisements, the “competitive interest” communicated to mass consumers is “taking more beautiful photos of people” rather than “dual-camera zoom” or “performance monster”. Because a wider range of users are more concerned about what the mobile phone can bring to them rather than what advantages the product itself has.

Conclusion

Only by thoroughly analyzing various factors such as products, users, and competing products, choosing the right communication strategy, and determining the way of appeal, can the copywriter extract "competitive interests" that go straight to the heart, complete the beautiful finishing touch, and promote the improvement of conversion rate.

The author of this article @乌玛小曼 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games