Even if you are not a professional copywriter, you can still write 1,000 good copies by using these techniques!

All advertising copy is intended to guide users to make changes.

Change their thoughts and attitudes, make them change in the direction we want, and achieve our preset goals. But the result is often:

The copy is well written but no one clicks on it!

The user saw it but there was no conversion !

I don’t know how to influence users through copywriting!

…

This is the unspeakable pain in the hearts of many copywriters. They write every day and feel the pain every day!

Copywriting is not like mechanical production and processing, nor is it like computer programming. It has no fixed standard answers, and there is no universal template that is applicable to the whole world. This is where its difficulty lies.

However, there are always some practical tips in every field. Copywriting is no exception. Good skills can help us get twice the result with half the effort and produce good results.

Here, I will share with you some good copywriting skills, hoping that it will be helpful to everyone.

01. Concentrated selling points

"Don't try to push multiple selling points of a product to consumers at the same time." This is a piece of advice given to us by many domestic and foreign copywriting masters.

If a product marketing copy merely lists the selling points of a product, on the one hand, the targets are too scattered, and on the other hand, consumers simply cannot read it all and cannot remember it.

So, you always feel that your product has many selling points, and each selling point is good. However, in the copywriting, it is still necessary to focus on the selling points and highlight the amplification of the selling points. Other selling points can be mentioned, but they must be coordinated.

You can also promote different core selling points to different groups of people or in different scenarios, and only promote one at a time to focus on breakthroughs.

02. Target precise groups

When writing copy, not only the selling points are easy to disperse, but the crowd is also easy to disperse.

To put it simply, copywriting is about saying the right words to the right people in the right way in the right situation. (Think about it carefully)

Obviously, no matter how good the content is, if it is addressed to the wrong person, it will be ineffective. Furthermore, if the target audience is too large, it will be difficult to say something that everyone agrees is right.

Therefore, it is best to target a precise group of people with your copy, even if it means speaking in a way that only they can understand. If you have a lot to say to different people, say it in different words for different groups of people.

03. Use your first sentence well

There is one point in the "Copywriting Training Manual" written by Joseph Sugarman, a legendary figure in the copywriting industry, that has always impressed me the most. He has been emphasizing:

All the elements in an advertisement exist primarily for one purpose: to get readers to read the first sentence of the copy—nothing more.

What is the purpose of a copywriting title ? It is to let readers start reading the article, that is, to let readers start reading the first sentence. So what is the purpose of the first sentence? It just asks you to read the second sentence. What is the purpose of the second sentence? Yes, let the reader read the third sentence... What is the purpose of the eighth sentence? The answer is already obvious.

This sentence may seem very weird, but it is very interesting if you savor it carefully. It is amazing if you can do it well, isn't it?

04. Create contrasting impact

You must have often heard people say that there is a kind of creativity called: subversive attempts, unexpected.

Yes, this method is also very suitable for copywriting. Contrast shock means that your copy creates a contrast with consumers' expectations by giving an unconventional (unexpected) description of a familiar perception of consumers.

At this time, an unexpected yet reasonable expression may subvert the user's common sense cognition, thereby arousing the user's curiosity and effectively retaining the user.

Moreover, this kind of curiosity is unpleasant to watch!

05. Reduce user cognitive barriers

It is a very unfamiliar concept. No one can suddenly feel familiar with it, let alone trust and goodwill towards it.

A better approach is to write the advertisement in a simple and easy-to-understand manner so that users can quickly understand what the product we are introducing is and how good it is.

Avoid using very unfamiliar words, unfamiliar concepts, or using an even more unfamiliar concept to explain an unfamiliar thing.

You should just treat people who read advertising copy as ordinary people. Don't assume that they know everything, and don't be so moved by your own conceited creativity that you refuse to give up.

You know, there is a kind of knowing that the author thinks the reader knows!

06. Related to "I"

Imagine you are walking on a noisy street, how can you quickly get your attention?

I think shouting your name would be a good idea. Even on a noisy street, once your name is called, your attention will be quickly drawn.

There's no way I care more about information that's related to me, and so do you.

Therefore, if you want your text to attract consumers immediately, "related to me" is definitely a good choice. People will always care about things related to themselves, but this may not be the case for other content you talk about.

So, whether it is video, sound, text or picture, you can first highlight the relevance to "him" and use more information within the circle of attention of your consumers or familiar scenes.

For example, many copywriters will deliberately portray a character, or tell a story about a protagonist who is similar to the target audience, so that readers will feel as they read, "Isn't this talking about me?" The result is a high degree of involvement.

Or you can directly describe the region, age, gender, occupation, social class, etc. of the corresponding group of people in the copy, so that users can know at a glance that this information is useful to "me".

07. 6 powerful creative templates

Jacob Goldenberg, a professor of international marketing , once conducted a study and found that 89% of the award-winning works in 200 international creative competitions could be classified into six creative templates. Of the worst ads, only 2.5% followed one of these templates.

This means that 89% of creative ideas can be completed or extended through these 6 templates.

The six templates are: 1) Visual analogy, 2) Extreme situation, 3) Presenting consequences, 4) Creating competition, 5) Interactive experiment, and 6) Changing dimensions.

(Photo/Creation Lab mktcreator)

08. Create a cognitive gap

If you want to sell rice, first create hunger.

When creating copywriting content, especially when choosing titles, you want users to explore further and want them to be interested in your content. Then you need to arouse his interest first. Users are curious about what you are talking about and will want to continue.

If you have said everything in one sentence and the user knows what you are going to express, then what?

I guess it's time to change to the next one.

It is a terrible thing that users have lost the motivation and interest to read. There are things that users don’t know but want to know, and this is the cognitive gap.

It is best to leave a little suspense when telling users something very attractive, without saying what it is, and explain it slowly.

09. Use concise and short sentences

A series of long paragraphs will make the writing dull and may create a "communication barrier" from the beginning, which will directly make the reader lose interest.

Using more short sentences can make readers' thoughts clearer and make the interaction more interactive. It keeps the narrative tight and creates a nice tension.

The phrase “Keep it simple and stupid” was originally born in the field of product design, which means that the product should be designed to be as simple and stupid as possible.

This principle also applies to writing copy. If you want your information to be received and remembered by more users, it must be short and direct enough.

Many advertising copies start with short, easy-to-read sentences, so readers will naturally move on to the next sentence.

If you don’t have very strong control over words and the ability to describe scenes, try not to make the article too long at the beginning. The sentences should be short, the meaning should be clear, and the pace should be fast.

10. Notify users

Notification copywriting has always been a killer copywriting. For example, "Latest notification:", "Attention", "Just now", "Bill reminder", etc.

Every time I see this kind of notification message, I can't help but take a few more glances, for fear of missing something.

Sometimes, the content of the notification itself is boring, but when it is dressed up as a "notification", you will always tell yourself that this content is something I need to know and read it carefully.

So, what we can do is to let users see your title and your ad, just like receiving a "notification" and they have to read it.

A simple way is to add some title prefixes, such as "latest news, friendly reminder, urgent reminder, just now, today, it is said, special edition" and so on.

11. Loss Aversion

The pain people feel when facing losses is much greater than the happiness they feel when facing gains.

In other words, people are more sensitive to losses and are more likely to develop a loss-avoidance mentality. And this is the opportunity.

When users realize that they are at risk of loss, they will be more willing to click on your copy and learn about or purchase your products. Therefore, in our product introduction or title, in addition to specifying the benefit points, we can also try to include loss items.

The Economist once ran an advertisement humorously satirizing those scholars who were still taking management trainee exams at the age of 42 because they didn't read The Economist.

As a result, a large number of users bought The Economist in order to avoid this terrible loss.

(I never read The Economist—

42-year-old management trainee. ）

12. Create scarcity and urgency

If an opportunity is directly presented to you and you are told that it has always been prepared for you, will you cherish it?

I don't think so. There's no need. There's no rush anyway.

The so-called “creating scarcity and urgency” refers to adding restrictions to the opportunities provided in the copy, whether it is time restrictions, price restrictions or crowd restrictions, making the opportunity seem more scarce and urgent.

Consumers must be made to feel that this opportunity is fleeting, the benefits are also fleeting, and may be lost afterwards, so they will take action more quickly.

13. Use verbs, numbers and concrete nouns

In the copy description, use more verbs, nouns and data, and fewer adjectives and abstract words. This technique should be applied throughout the entire copy.

Verbs are the easiest to make users evoke images in their minds. The same goes for nouns, but you should use specific nouns. But if you use too many adjectives, especially general ones, it's hard to create a specific picture.

I will give you an example to prove this.

For example, I said: "That girl is very beautiful."

How about it? Is there any picture produced?

Okay, let me put it another way, for example, "That girl looks so much like Fan Bingbing, they are simply cut from the same mold."

I believe that your understanding will be much clearer and the picture will emerge. Maybe you will say, "Oh, it's very beautiful."

Of course, whether you think Fan Bingbing is not pretty or not, I won’t discuss this. What I want to say is that when you use words like "very" or "beautiful" to describe a girl, you cannot perceive the degree of her beauty, but when you use words like "looks very much like Fan Bingbing", at least you can have a specific judgment of the girl's appearance.

Users are much more receptive to numbers than we are to textual descriptions. Numbers can provide clear and specific descriptions, and the clearer they are, the more interest they will arouse in the audience.

Similarly, when you say "this person is very tall" and "this person is 1.95M tall", the cognition is completely different.

14. Keep your readers curious

A simple way to keep your readers curious while they read is to end a paragraph with a very short sentence that entices them to keep reading.

For example: "Please listen to my explanation.", "It's more exciting below", "I will explain it at the end".

Such suspense will prompt readers to subconsciously continue reading. Even if your article is long, this technique can have a good effect.

Another very good method is to interact more with the article and ask more questions to readers.

Asking more questions can stimulate users to think and interact with you.

15. A Killer Copywriting Formula

Compared with ordinary product introductions, good copywriting can increase sales by at least 10 times.

Previously, Lao Zei wrote down a super copywriting formula in a note. Now it seems that it is still applicable in many places.

1) Header title/introduction/image

2) Main title

3) Customer Testimonials/Success Stories

4) Product preheating

5) Product Introduction

6) Value Packaging

7) Call to Action

8) Refund Guarantee

9) Payment Methods

16. Tell users the benefits instead of describing the product

If it is a product marketing copy, don't describe the various features of the product too much directly, because when you describe the product features, it is more based on the product or brand , and it is more like a simple product presentation from your own perspective.

But users will only pay for the benefits your product brings, or pay for the benefits it brings to themselves. That is to say, we should give users a more direct expression of the benefits in the copy so that they can feel it intuitively.

The most terrifying thing is that you have been talking about the product functions and features for a long time, but users don’t know in which scenarios to use it or what benefits it will bring.

17. Make good use of effect comparison

If an object is placed in front of you alone, it is difficult for you to feel its value; but if it is placed together with contrasting objects, the value of this object will become very clear.

In copywriting, many copywriters only focus on describing the benefits users get after using the product. However, such descriptions may not be directly perceived by consumers.

A good way is to "compare with the past". In the copy, it is necessary not only to describe the possible benefits of using the product, but also to describe the user's status before using the product, and compare the estimated benefits with the previous status, so that the user's perception of the product is very clear.

18. Stimulate user dopamine

Why does achieving goals and winning competitions make people feel happy? Why do we feel happier after receiving some rewards? Why do we all feel refreshed when we receive affirmation from others?

Because these behaviors stimulate the secretion of dopamine, it conveys messages of happiness and excitement. At the letter copy level, dopamine can also effectively increase the prominence of a certain information in the user's mind and elicit positive feedback.

If the copywriting content has the effect of promoting the secretion of dopamine, then the chances of gaining user attention and favor will increase rapidly.

So, what behaviors stimulate people's dopamine secretion? It’s great to see this chart, and the behaviors it covers are able to stimulate dopamine secretion, and the degree of stimulation is proportional to the depth of the color of the chart.

(Photo/Uma Xiaoman)

19. Compare manufacturing products and highlight their advantages

Every industry has its own professional ethics. We should not belittle our peers or create negative connotations about them. But we can "skillfully" use the comparison of strengths to appropriately elevate ourselves, present a sense of superiority and inferiority, and prove that your product is better.

Every product has its core selling point or key highlights, so we can compare these items with those of its peers, just like Tian Ji's horse racing. It's up to you how to compare.

For example, Xiaomi mobile phones are experts in all aspects. Various parameters and prices are often compared at product launch conferences. They seem to have a very high cost-effectiveness and are good in every aspect.

20. Reverse thinking

Normal things, things you see every day, things you always hear about, are always not very attractive. Abnormality is the attraction.

The so-called reverse thinking is to break the norm, break the voices familiar to users, and put forward opposite views.

For example, "With an annual salary of 300,000, how did I go from being an employee to being fired?", "Drinking water every day can also cause poisoning", "A good figure is mostly achieved through diet".

21. Scenario-based creation

We always say that copywriting should evoke users' memories, resonate with users, and trigger users' emotions...

This is actually about evoking scenes deep within the user's content. There is no doubt that the scene is concrete and has images. It is a series of specific life scenes or emotions that occur in a specific time and space. It may be a party when you graduate from college, tears of homesickness in a big city late at night, or a touching birthday party...

Scenario-based copywriting creates a scenario association for users, allowing them to be moved by the scene and associate it with the brand or product, thereby conveying the brand positioning or product value and generating high conversions.

This type of copywriting is quite popular nowadays. It hits the user's specific scenario through a series of words, thus impressing the user.

Just like the floor stickers launched by NetEase and Zhihu last time, they both used typical scenario-based copywriting, and then a large number of major brands followed suit.

( NetEase Cloud Music )

(Zhihu)

22. Describe the details

Details determine success or failure, and this sentence is equally important for copywriting.

A bunch of vague and abstract information makes it difficult for users to establish cognition, let alone build a sense of trust, but detailed descriptions are different. They can help users visualize the content and create a picture.

For example, if I want to say that a person is lazy, I would say: Xiao Ming is very lazy. How do you feel? How lazy is this person?

have no idea!

But if I say this: Xiao Ming usually only eats when others feed him, and he won't even bend down when food falls on the ground. He is so lazy.

Isn't this description different? How lazy must one be to do this?

The more details there are in a piece of copy, the more vivid the picture will be. Just like portraying a character in a movie , the more details there are about him and the more focused the description is, the clearer the character image will be, and the deeper the audience's understanding of him will be.

Another example is today’s mobile phones. Every product picture seems to look similar, but the description of the details is what makes the difference, allowing users to more clearly understand the differentiated selling points of this phone.

23. Use user reviews

The copy is written for users, and whether it can achieve the expected effect ultimately depends on the users.

Therefore, copywriters really have to think about what users think and know what users need. You need to observe your users frequently and communicate with them when you have the opportunity.

Because the user's true inner voice is particularly real, it is also extremely easy to resonate with other target user groups. So, here comes a good technique, which is to observe users' comments and messages.

Sometimes, user comments can be used directly as titles; sometimes, user comments are an inexhaustible source of topic selection; and sometimes, you only need to filter and organize the comments to immediately get a copy that resonates well.

24. Give your users an excuse

For marketing copywriting, rationalizing users' purchases is a problem that must be solved. If this problem is not solved, it will give customers an excuse to "think about it again", and of course, they will not buy.

What I'm saying is, even if they trust you, they still won't buy it.

Everyone has a mental account when buying something. If you want others to buy your things, you actually have to give them a reason/excuse to buy in order to fill this account.

You can first analyze and understand the target users’ main psychological accounts, or what kind of purchase excuses they need, and then use emotional design to highlight them. That is, to find a plausible reason for users to spend money, reduce psychological conflicts, and promote purchases.

For example, if you buy a piece of clothing priced at 2,000 yuan for yourself, you may feel it is expensive and reluctant to buy it, but if it is a birthday gift for a loved one, you may buy it without hesitation. So the excuse I used was that I bought this for my loved one.

25. Create personalized text

In more and more scenarios, copywriting needs to be like face-to-face communication with users. The user is an individual, and the copywriting also shapes an individual with personality.

Among these, there is one thing that is absolutely necessary, which is the personalization of text. This is also what all the big Vs are doing. We are not robots speaking, but we want to create a living person.

You don't have to use fancy words, and your writing doesn't have to be carefully crafted, but you must have your own label, personality, attitude, values, etc., just like a living person.

If you portray yourself as a "chicken soup for emotions expert", how should your copywriter speak?

If you are portraying a "professional and low-key man", how should your copy speak?

If you are portraying a "remarkable woman who combines beauty and wisdom", how should your copy speak?

26. Associate with familiar things

Our brains are wired for associative memory, and we are particularly good at associative memory. For example, if I say "fruit", several kinds of fruits may immediately appear in your mind.

In other words, each of us is more accustomed to using inherent cognition to explain and understand new things. When it comes to copywriting, we are also accustomed to understanding it with our past inherent cognition.

For a person who has no relevant background knowledge, a large amount of descriptive language is completely confusing. However, it is much easier to use things that the other person already understands (schema) and then make associations based on this thing.

Therefore, a very useful copywriting trick is to use things that users already understand to explain things that are currently unknown.

When it came to the first generation iPhone, Jobs did not directly mention this unknown concept - "smartphone", but first said "1 large-screen iPod + 1 mobile phone + 1 Internet browser ".

You have to know that there was no concept of smartphones at that time. No matter what you said, people simply wouldn't understand it. Jobs directly used several concepts that people were already familiar with, allowing us to quickly understand the iPhone.

Therefore, when you are writing copy, you might as well think about the connection between what you want to describe and what users are familiar with. This will definitely be useful.

This creative technique of leveraging the other party's existing cognitive schema can enable users to understand various unknown things, unknown products, unknown concepts or unknown functions in a short period of time and produce concrete images, and it has been proven to be effective.

27. Tell a good story

The essence of advertising copy can be said to be communication, and storytelling is a very clever communication strategy. There is no doubt that, especially in this era, copywriting with stories often has stronger communication and persuasive power than general copywriting, eliminating users' aversion to advertising and their love of stories.

Stories attract attention and enter the user's mind in a more clever and successful way, and are more likely to trigger user emotions and prompt users to take action.

Here are some tips for telling stories in advertising copy:

The first point is that a good story needs to have a certain penetrating power and be able to make people feel psychological ups and downs. Things that are neither painful nor itchy are called facts, not stories.

The second point is emotion. Good stories are often emotional bait, which can more easily arouse users' emotions. How to hit the user's emotions? Still have to be real.

Third, when telling a story, you should describe more details. A story full of details is a good story. Only then can it achieve the sense of reality mentioned above and impress users.

28. Create an irresistible buying environment

After learning about the product, users may be interested, but have not yet reached the point of placing an order directly, so at this time we must create an irresistible purchasing environment.

Think about it, when you want to buy something, what factors might stop you?

This cost is often not a monetary cost. Monetary cost is only one of them. There are many other costs that stand in the way of a purchase. Including monetary cost, image cost, action cost, learning cost, health cost, decision-making cost, etc.

We must overcome the cost threshold and ultimately transform motivation into demand. Therefore, in the copywriting we need to eliminate these cost concerns that prevent purchases one by one.

29. Make an outline first

Logic is not only needed in debates, but also in writing articles. In particular, many marketing copywriting and practical analysis contain strong logic.

People who are just starting to write articles are prone to a problem - they tend to get caught up in themselves while writing, and their writing is all mixed up, so that users have no idea what they are talking about after reading it because it's too confusing.

One of Qingguajun’s suggestions is to develop the habit of making an outline, which is definitely a good habit for writing an article quickly. That is to summarize the article in advance and conceive the framework of the article.

Divide an article into different parts around the theme in advance. Write down what each part is going to be about in a short paragraph. Each part has its own content to form a simple article framework.

30. Give users a reason to spread the word

Why do we easily click on this type of article and forward it after reading it?

To talk about this issue, let’s first talk about another question: Why should users share your content?

If you want users to share, you have to give them a reason to share. In fact, everyone likes to share. How many people have you seen who can keep a secret? But people are all profit-seeking, so who would share without a reason?

This brings us to the concept of "self-completion". Self-completion means that this content is basically consistent with our views, cognition, attitudes, pursuits, etc., is recognized and accepted by us, and helps us strengthen and improve our inherent image and values.

Being able to help users complete their own tasks is a benefit that users are willing to share. These points mainly include the following. If your content can help users complete these points, they will be happy to share it.

● Share valuable or entertaining content with others (help others, entertain others)

● Show self-image (tell others who you are, or strengthen this image)

● Maintain relationships (sharing and forwarding can help you maintain good relationships with others)

● Subversive and counterintuitive content (easy to become a topic of conversation and consolidate the image)

● Express opinions (sharing can better express your opinions on people/things/objects)

● Participate in comparison (to demonstrate superiority, enjoyment, or satisfy vanity)

31. Use references

When people judge value and make decisions, they are all relative. We are born to like comparison, and this "comparison" greatly affects our decision-making.

A good reference can enable consumers to quickly understand the core features of a product and evaluate its value. This is the use of the reference effect, and the same applies to copywriting.

Nanfu previously released a mini power bank, which is smaller and lighter than previous power banks and is easier to carry. In order to highlight this selling point, they chose to use reference objects.

Comparing the power bank with a lipstick is very intuitive and vivid. Anyone who sees it can tell that this mini power bank is very small. It is almost the same size as a lipstick.

The purpose of using reference objects in copywriting is to highlight the target item you want to express, so that consumers can immediately obtain the simplest and most intuitive information. It is more practical than a large number of adjectives, data, theories, etc.

32. Throw out the bait

When people make choices between equally matched options, the addition of a third new option (the bait) will make one of the old options appear more attractive.

The addition of bait items often allows consumers to make a more intuitive comparison and quickly find the option that they think is "very reasonable" to make a decision.

For example, the classic ad copy for The Economist magazine subscription:

① Electronic subscription: US$59.

②Paper subscription: US$125.

③ Electronic and paper subscription: $125.

The experimenters gave 100 MIT students the above price list and asked them about their purchasing choices. When all three options were available, students chose the hybrid subscription; when the $125 print subscription option was removed, students chose the cheapest option.

This means that the middle option is not entirely ineffective; it provides students with a comparison through which they will find the mixed subscription to be a very cost-effective deal, thus stimulating them to spend more money on magazine subscriptions.

3 3. Ask yourself 10 questions

If you want to write a good product marketing copy, you must keep writing and revising it. So when we write a copy, we often need to self-check. Here are 10 questions for everyone:

1) What is the greatest benefit you can provide me?

2) What is the number one problem you can solve for me?

3) Can you summarize in a few words all that I can gain? (Overview of product portfolio and its value)

4) Can you tell me a success story?

5) What exactly can you do for me? (Product Features and Benefits)

6) What can you do for me that no one else can do for me? (USP)

7) Can you prove that this product can really help me? (Customer Testimonial)

8) How much will it cost? How does it compare to other products?

9) What guarantees can you provide?

10) What are the benefits of buying now instead of delaying?

If you clarify these issues and list them one by one, the effect will definitely be achieved.

Okay, that’s all I have to say about copywriting techniques. As I said at the beginning of the article, there are always some practical skills in every field. Copywriting is no exception. Good skills can help us get twice the result with half the effort and produce good results.

Although these are not all the tips, they are enough. But it’s still important to remember: there is no fixed standard answer for copywriting, and there is no universal template that applies to all situations.

If there is, I found it myself!

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

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