How to produce high-quality product copy?

1. Purpose of writing

First of all, we need to understand the purpose of writing this article. Is it to increase the exposure of our product? Or do you want to increase the number of reposts? Or is it to increase the conversion rate of user clicks? Promote user consumption?

Only by understanding the purpose of writing can you determine the general direction of copywriting and avoid letting the writing go astray. Being taken in a direction that the company does not currently have demand for.

2. Extract the selling points of the product

Idea 1: Think from the product itself

1. What details of the product are worth paying attention to?

By design?

The design creativity of our products is not found in other products.

During the production process?

How good is the quality inspection? The parts are polished to perfection. The mobile phone OEM factory is the same as Apple.

2. What problems can the product help users solve? Why can it be solved?

3. Compared with similar products?

What are the significant differences?

Unique, cheap, good quality, etc.

What shortcomings can we do better?

User feedback is good and user opinions are carefully accepted.

4. Which products have better reviews than others?

User reviews and repeat purchase rate.

Which big Vs endorse the brand ?

Idea 2: Evaluation of similar products

1. User reviews of similar products

Both the particularly good and the particularly bad are the core concerns of users, from which we can derive the user pain points.

Continue to optimize what is done well and make timely improvements on what is done poorly.

2. Search keywords

When searching for our product categories, the search engine can automatically recommend search terms with higher associations.

So as to get the needs of users.

3. Develop a strategy

When formulating a copywriting strategy, the most important thing is to study user needs and the distribution channels for the copy to be written. Here we offer four directions for thinking.

1. Who are the users that the copy is targeting?

Classify the users on the channel and write different copywriting according to different users.

2. Is the user demand strong?

1. User needs are clear and urgent: answer user questions and convince users to use the product.

Users have a clear need to learn English, but they must have sufficient reasons to buy your product. The copywriting information above clearly tells you why our English learning products are good and how they are superior to similar products.

from Workplace Power Bank

2. User demand is weak and dispensable: Refine user usage scenarios and stimulate user desire in specific scenarios.

For most users, in an era when mobile phones are already popular, they will feel that there is no need to continue using walkie-talkies, but by building a usage scenario, everyone will feel that it is very necessary to buy this thing in this scenario. It will bring me a very high-quality user experience .

from Xiaomi Walkie Talkie

3. Users have no demand: Reconstruct cognition (difficult, try not to consider this method)

It is necessary to apply some psychological knowledge to create a certain cognitive imbalance and overturn the user's psychological preconceptions.

It’s very difficult, and I don’t recommend thinking about it.

3. Can users convert directly after seeing the copywriting scenario?

Offline advertising: requires attractive and curious slogans to promote user conversion to online.

Online advertising: needs to be converted to the target page as quickly as possible. Quick and convenient

from WeChat Guangdiantong

4. What is the reading time available for users when they see the copywriting scene?

4. Title of short copy or long copy

After extracting the selling points, further package the short copy or article title.

1. Arouse curiosity

2. Related Hotspots

3. Eye-catching Labels

5. The logic and structure of long copywriting

1. AI DA Structure

1. Attention 2. Interest

3. Desire (stimulate desire) 4. Action (promote action)

Use creative information to attract readers' attention. When readers begin to pay attention to the services and solutions provided by the company, they will become interested. When you convince your customers that your website promotion solution is the best one, you successfully stimulate their desire to use the product, and ultimately promote product usage or sales.

2. 4P Structure

1. Picture (depicting the usage scenario) 2. Promise (promising the usage effect)

3. Prove (prove that we can provide such scenarios and effects) 4. Push (urge use)

6. Principles of copywriting and self-test

1. Principles to pay attention to in copywriting

1. Explain the situation clearly and don’t be too self-satisfied.

Pay attention to structuring and refining the expression logic and key points.

Don't use overly professional terms, as they will confuse the readers. When encountering professional terms, use analogies to make it easier for users to understand.

Delete unnecessary modifiers and avoid using false or cliché language or other language that may not interest users.

2. Strengthen user perception and enhance user sense of picture.

Return to various scenarios in users' lives.

Copy lines or characters from various familiar film and television works.

Add a lot of data, names, and details to get closer to users.

Use clever contrast and analogy.

3. Sentence patterns to consider in short copywriting

Short and long expressions: Learn English and your high salary will no longer be a dream.

Antithetical sentence pattern: one more language, one more life

2. Self-examination of copywriting

Is the user group clear?

Is the selling point of the article clear?

Are there any concepts or technical terms that are unfamiliar to users?

Does the title attract the user's attention?

Is the usage scenario presented in this copy effective and concise enough?

Does it allow users to form a perception and trigger their next action?

Summarize

The author of this article @Untru 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