How are the copywriting for those course posters that are flooding the WeChat Moments written?

In the context of knowledge payment , more and more people are selling courses.

Every now and then, I guess many students working in new media or operations will have their circle of friends flooded with posters selling courses.

Nowadays, selling courses seems to require a big fanfare.

However, we have to admit that the course posters circulating in the circle of friends are indeed very tempting. The copy is attractive at first glance, and the conversion rate is very high, which is enviable.

So is there anything we can learn from these screen-sweeping poster copywriting, and what techniques can be directly copied? What other routines can be used as reference?

Let’s take a look at a few recent cases:

If you take a rough look, you should find that these posters are very similar, and the overall arrangement of troops is also very consistent.

This is a good thing. The closer they are, the more it shows that there is a basis and an order to follow. And it can be said with certainty that it has been repeatedly verified and polished.

As long as we can find the rules, we can reuse them immediately.

And this is what the old thief is going to say next.

In fact, there are more than just the above three cases. In this year, we have seen too many course posters. After careful observation, I found that the elements of these posters are very consistent, which are roughly:

1. Friend's profile picture and recommendation
2. Main Title
3. Topic Supplement
4. Speaker
5. 5. Price comparison
6. Limited time and limited quantity benefits
7. QR code

Think carefully about those posters, isn’t that the case?

Okay, let’s explain the above elements one by one, and you can use them right away after reading them.

1. Friend’s profile picture and recommendation

Don’t underestimate such a small user profile picture and recommendation. Before, we might not consider this when making posters.

In this age of booming social networking , social networking among acquaintances is becoming more and more important. This avatar and recommendation are a good way to utilize social relationships among acquaintances and add a sense of trust to the poster.

Suppose you see an unfamiliar poster in your circle of friends, your trust in it may be extremely low, but when you find out that it was recommended by your friend, this subtle psychological change will be completely different.

2. Main title

The main title of the poster can be said to be 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 providing corresponding "solutions". That is, you need to find an "attraction point" that interests your target user group.

This attraction describes the user's needs. It is best to solve a specific problem and have a clear theme. It should not be too broad or too diverse.

For example, it could be live broadcasts by celebrities, new product discounts, free skills courses, useful information packages, new product discount codes, etc.

Moreover, the copy should be short, concise, and direct enough so that people can understand it at a glance without having to think at all.

Another crucial point is that the theme must be big enough so that it can be seen at a glance. A very simple standard is to post it on WeChat Moments so that others can see the subject text without clicking on the picture.

Simple enough, right?

3. Theme Supplement

What is topic supplement? It is the sentence or paragraph below the topic. There are two main types: one is the recommendations from various big names, and the other is a list of selling points of various courses.

The recommendation from a big name is very simple, which is the strong recommendation from various KOLs and well-known platforms to increase the trust in the course.

The selling points of the courses are the benefits that the specific courses can bring to users. Do not pile up your product information in various ways. Instead, you must list a few key specific selling points to supplement the theme and impress users.

4. Speaker

Most of these course posters will place the speaker’s photo in the center and it will be very large.

On the one hand, real people can increase the sense of trust, not to mention big names, who can also serve as a trust endorsement.

Furthermore, this can further attract users' attention in the circle of friends, which is much better than simple dry text.

In addition, when introducing the speaker, it must not be just putting a name there, there must be an awesome introduction, and it must be the most relevant and awesome introduction to the subject. Everyone should understand this.

5. Price comparison

As for the course prices, they are generally:

Original price XXX

Limited time special offer XXX

I have mentioned this in previous articles. This is a classic move. This is probably one of the most powerful marketing copies I have ever seen and it never gets outdated.

People have no idea how much something is worth. There is no "internal valuation system" in the human brain to directly tell us the value of something, but we estimate the value through comparison.

The price anchor is a very good method. When we see a product and its price for the first time, it will have a long-term impact on our willingness to bid for the product. This is the "anchor"!

For example, the original price is 1999 and the current price is 199.

The 1999 is an anchor price, which increases users' perceived value of the product. This product is of good quality and is worth 1999 yuan. And all this happens hidden and subtly.

If there is no such anchor and the current price is only 199 yuan, users will think that the product is very cheap, and there will be no surprise of discount, so they will not rush to buy it.

Therefore, the prices of these course posters should also be set based on this principle. The difference between the original price and the current price is often several times. Even if everyone knows that it is a routine, they cannot escape the weakness of human nature.

In addition, many posters will remind you where the price is, with words like "deadline: X/X/X", or "original price will be restored on X/X/X". The purpose is to create a sense of urgency, but it will indeed make you afraid of missing out on the opportunity.

6. Limited time and limited quantity 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, very attractive limited-time and limited-quantity short-term benefits come into play, such as "The first 1,000 will receive XXXX", "Buy before X month X day and receive XXXX", "Special price only for the first 1,000 users", " Scan the QR code to receive XXX information", etc.

Moreover, I generally think that these benefits are very attractive and are exactly what the target group needs. They are obviously packaged and some are even more attractive than the theme itself.

The purpose is also very simple, which is to attract users to buy 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.

7. QR code

Finally, there is the QR code, which is simple.

It’s either in the lower right corner or the lower left corner, and sometimes there’s a call to action, such as: Scan the code now.

At this point, the composition of the entire poster has been introduced.

Have you noticed that, after saying so much, this small poster is full of marketing experience!

No wonder everyone does this, it’s the concentration of the essence.

This also reminds me of a very classic model for writing marketing copy, which is this:

1) The title attracts attention → 2) Arouses the desire to buy → 3) Wins the trust of readers → Guides them to place an order immediately.

Take a closer look at these posters. Isn’t this actually how they were made?

It seems to be almost right!

I will not expand on this model here, as it has been explained in previous articles. Many marketing experts have been using it, so you can learn more about it.

It seems that marketing is always present in life, everywhere, and the principles are the same.

You might as well think about it!

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!

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