How do you write copy that will inspire users to place orders after reading it?

Copywriting with sufficient promotional power will be regarded as a classic by the market. It is said that the market is the only criterion for testing the quality of copywriting. Do we really have to wait until it is launched on the market to test it?

Whenever we are pleased with the copywriting work we spent days and nights polishing, and many people also think it is great, we find that the final result is that the conversion rate of the copywriting is very low .

What is the reason for this?

Some people may analyze and say, "It may be that my writing is not beautiful or elegant enough..." - Please ask yourself, how many times have we purchased a product because of the excellent writing style of a certain copy? I believe that not many consumers are like this.

In fact, the conversion rate of copywriting written by many people is very low. One important reason is that when marketers write copywriting, they write copywriting for the sake of writing copywriting - they do not start from the consumer's consumption psychology, but more from the perspective of writing a gorgeous copy.

Just like when we wrote essays in our school days, if it deviates from the requirements of the topic, no matter how gorgeously and beautifully it is written, if it does not hit the point of the topic, it will be difficult for the article to be recognized by most people. And if it is out of touch with the consumer psychology, it will certainly be difficult to encourage consumers to place orders.

From the perspective of consumer behavior, the purchasing process of most consumers includes the following stages:

1. Attention: "Does this product attract my attention?" - For example, I saw that the name of the restaurant "Call a Duck" is very interesting and attracted my attention.
2. Interest : "Is this product something I'm interested in?" - For example, a foodie discovers that the menu of a restaurant has everything she likes and becomes interested.
3. Appetite : “Does this product arouse my desire to buy it?” - For example, if the pictures and copywriting on the menu of a store make a foodie salivate, it means that her desire to buy has been aroused.
4. Certitude : “Is the product safe and guaranteed?” - If consumers see that the product they want to buy has been authoritatively certified and meets national safety standards, and is endorsed by a famous celebrity, this is likely to make them buy it.
5. Action: If all the psychological processes are met, people will most likely consider placing an order.

Therefore, by analogy, most high-conversion copywriting is designed based on consumers’ purchasing psychology to impress consumers to buy products step by step.

High-converting copywriting includes the following four main elements:

• First, attraction point : whether consumers can place an order or not, first of all, you need to make consumers pay attention to you among many products;
• Second, selling points - focus on the products that attract the interest and desire of target users ;
• Third, proof - eliminating consumers' risk concerns;
• Fourth, conversion channel - let consumers place orders immediately and clarify the purchasing method.

This process is like writing a set of " blind date guide ":

First of all, when we meet our blind date for the first time, the first impression is particularly important, that is, we have to attract the attention of the blind date through hairstyle, clothing, speech, behavior, etc. ( attraction point );

Then, introduce your advantages, that is, you have a car and a house, you can cook and do housework, and you know how to take care of girls, so that the other party will be interested in you and want to be with you (selling point) ;

Next, communicate and contact with the woman through multiple dates to prove your advantages and further impress her ( proof );

Finally, after your continuous efforts, the girl has been impressed by you. At this time, you should find an opportunity to proactively confess your feelings to her in a timely manner, otherwise you will fall into the hands of others ( action ).

Blind dates are about men and women trying to impress each other and make a relationship happen; product copywriting is also about impressing consumers to place orders.

Below we will explain these steps in detail to improve your copywriting conversion rate:

First, the attraction point - whether it has attracted attention

In today's information-rich environment, whether you are writing soft copy or poster copy, your copy title or theme must be able to attract other people's attention. Otherwise, there is no need to discuss the subsequent purchase order steps. Here are two tricks I often use:

1. Contrast

People are easily attracted by things with great contrast.

For example, there was a very popular article before, in which the title has a great sense of contrast:

The difference between a copywriter with a monthly salary of 3,000 and a copywriter with a monthly salary of 30,000

I believe that for those who want to learn copywriting, when they see this title in many articles, more than half of them will click in to find out what it is. Because there is a ten-fold contrast between "3000" and "30000", this comparison can easily attract the attention of the target audience.

Let’s take a look at another type of article title that is often circulated in our circle of friends :

"It only took him one year to go from a drug-addicted teenager to the CEO of a company with a net worth of over 100 million yuan."

The title creates a stark contrast between the “former drug-addicted teenager” and the “CEO of a company with a net worth of over 100 million.” Of course, this title is just something I wrote hypothetically, and I don’t know if there is really such a title on the Internet. But if you are careful, you will find that many articles or other texts that make you want to click in mostly have contrasting titles.

So, when you are about to write a copy or an article with very low click-through rates , you might as well see if you can use some contrast techniques in your title.

2. Bind the topic you are interested in

In addition to contrast, you can also combine it with topics that consumers are likely to pay attention to at this stage. For example, topics such as love, salary, mobile phones, hip-hop, Jack Ma , etc. are information that many people are currently paying attention to.

For example, range hoods are a category that people pay little attention to, unlike mobile phones, cola and other frequently mentioned categories. But recently I saw an advertisement made by Fotile range hood, which tied the promotion to the topic of "love" that people care about - "Oil Fume Love Letter".

"The smoke rising from your cooking is the three love letters you write to me every day."

When no one pays attention to the product copy you wrote, you might as well think about what topics consumers are most concerned about at present, and tie your product to related topics to increase attention.

Second, selling point - generating interest and desire to buy

Every product copy needs to have a core, which is the selling point. The biggest function of this selling point is to arouse users' interest and desire to buy. Some people write a lot of selling points when writing advertising copy, but this will cause visual fatigue to consumers and fail to highlight the selling points of the product. Therefore, when writing selling points, just choose the most important one that users care about most.

The search for selling points involves knowledge such as user insights , competition analysis, and product design. Due to space limitations, here is a reference for ideas - you can find the product's biggest selling point from the perspectives of product function, scenario, sensory, price, etc.

Function – What does the product do for the consumer? For example, the selling point of functional products such as Snickers is mostly function:

Scenario - In what scenario is the product most likely to arouse consumers' interest and desire to buy? For example, Durex ’s copywriting often uses various “imaginative” scenes to present its selling points.

Sensory - stimulate people's senses to generate interest and purchasing desire (sight, hearing, taste, smell, touch), especially effective for gourmet products. For example, McDonald ’s advertisements often use this method to stimulate people’s senses and make them want to buy.

Price - If your product has an advantage in price, consider using price as the biggest selling point. For example, Vipshop ’s advertising slogan:

A website dedicated to special sales

Therefore, after consumers have gone through the first step and paid attention to our copywriting, they will think, what use is this product to me? At this time, you can consider the selling points from the above aspects, and then write the selling points needed for the second step of high conversion rate copywriting to generate user interest and desire to buy.

Third, proof - eliminating consumers' concerns

When we have completed the first two steps and consumers begin to be interested in our products and want to buy them, they will then consider the risks of purchasing the product. At this time, we need some proof to show that our products are reliable. After all, when consumers buy any product, they will consider the risks.

Suppose a shampoo has two copywritings:

A: "My dad said this shampoo is effective after using it."
B: "Jackie Chan used this shampoo and said it worked very well."

Needless to say, most people will trust copy B more than copy A. Because Jackie Chan is an international celebrity, it is more convincing.

So, as we write this, collaboration with some authoritative organizations, celebrity endorsements or national certifications are all ways to prove the credibility and authenticity of the product and dispel concerns.

Fourth, conversion channels - ways to encourage orders and conversions

Often, we see a lot of copywriting that is well written, but in the end it is missing the two most critical points:

1. There is no urge for users to place an order immediately

In today's age where attention is distracted by a large amount of information, if 100 consumers are ready to buy, will these 100 people still remember to open your copy and buy the product three days later? I believe there are no more than 80.

Therefore, using limited quantities, limited time discounts, store anniversary celebrations, etc. are all ways to give users reasons to buy immediately.

Many copywritings are written in a way that makes consumers want to buy after reading them, but they do not encourage consumers to place orders immediately, resulting in the loss of many orders that have already been placed . It is particularly important to place an order immediately at this time.

2. No subsequent way to purchase products

How you buy is important. Often our copywriting will be wasted due to the lack of it. When we have written most of the product copywriting content, we must consider the product conversion method. The conversion method can generally be in the form of a URL, QR code, etc.

Therefore, in the last crucial step of copywriting, we need to write down the reasons for "making users place orders immediately" and "how to purchase the product" to prevent order loss and increase conversion rate.

Summarize

Copywriting with sufficient promotional power will be regarded as a classic by the market. It is said that the market is the only criterion for testing the quality of copywriting. Do we really have to wait until it is launched on the market to test it? In fact, no, as long as you take consumer psychology as the starting point and master effective methods, you can improve the conversion rate of product copywriting:

• First of all, good copywriting is to attract the attention of the audience first, that is, the so-called attraction is important;
• Then, better display the product’s selling points through functions, discounts, scenarios, etc. to generate interest and desire among the audience;
• Next, provide proof to the audience to enhance their confidence and further impress them;
• The last and most critical step is to provide conversion channels to the audience, that is, to encourage them to place orders immediately and provide purchasing methods.

illustrate

• This article only analyzes copywriting methods from the perspective of how to improve copywriting conversion rates, which is different from writing brand copywriting. Different types of copywriting, different writing methods .
• This article is not against gorgeous and elegant copywriting. What I am against is those who only care about using gorgeous words but fail to write copy from the perspective of consumer psychology . It would be best if the copywriting is not only in line with product strategy and consumer psychology, but also has literary talent.

The author of this article is @怪兽先森 and it is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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