Analysis of information flow promotion copywriting, teach you how to lock in users in one second!

According to iResearch's report "Market Size of Various Forms of Online Advertising in China in Q3 2017", the online advertising market size reached RMB 93.96 billion in Q3 2017, a year-on-year growth rate of 28.8%, with information flow advertising accounting for more than 17%. Continue to maintain rapid growth.

Due to the significant increase in e-commerce advertising in Q4, the proportion of search advertising may continue to decline. The rapid growth of the information flow advertising market will drive a new round of mobile marketing boom and become the best choice for companies and brands to promote their products.

When it comes to brand promotion in mobile marketing, traffic is the core . The value of traffic lies in the user - do I need this traffic? Among these, copywriting is one of the important factors in attracting traffic .

Copywriting is an extremely important part of advertising. It can display products, concepts or services in the form of text. When a certain appeal point in the copywriting touches the pain point of consumers, it naturally awakens the inner driving force and arouses motivation to promote consumption.

So to write attractive copy, it is necessary to reflect the user's motivations . Today, let’s talk about how to write copywriting with sales power from the perspectives of personalized drawing apps and video playback software that are popular among young people, the rental industry and wedding photography industry with huge market demand, and the hot e-commerce industry.

Use product features to understand audience psychology and grasp user needs

Brands should have a deep insight into consumers’ psychology and grasp user needs, so that they can better interpret, stimulate and cater to consumers’ motivations and needs in advertising, better reach consumer pain points, stimulate users’ desire to buy, and thus make them buy.

Therefore, in order to cater to the audience's purchasing motivation, the copy should be created based on the product's own functions and technologies, placing the product in common scenarios so that consumers can form an understanding of the product's functions based on their own life experience and common sense.

Zhihu advertising copy for a drawing APP:

How do people who can't hand-draw turn ordinary photos into hand-drawn ones?

Consumers' recognition of a product comes from their own needs for it, and this brand intuitively presents the characteristics of its products to users in the form of questions and answers. Consumers can use copywriting to prove the authenticity of the product and further gain its trust.

Zhihu advertising copy of a rental app:

Paying rent quarterly and living paycheck to paycheck? You can pay monthly here and start a perfect life!

The brand's information flow advertising copy placed on Zhihu uses three simple sentences to highlight the product features and advantages, capture user needs and pain points, and intuitively convey and explain to consumers the convenience and benefits that the brand can bring to users, thereby promoting user selection and purchase of products.

Guide users’ consumption tendency with product values

When consumers are in the process of selecting and purchasing products, the uniqueness and novelty of the product’s values ​​will also guide the audience to make purchases. This can be used to stimulate and satisfy consumers' motivation, and the hidden desires of consumers can be expressed in the creation of copy.

The headline advertisement copy placed by an e-commerce platform:

Be sexy, be yourself, be comfortable, and be more beautiful!

The platform's information flow advertising copy placed on Toutiao calls for unbridled sexiness, be yourself, be comfortable, and be more beautiful! Show the unique personality of today's young people. When this product proposition resonates with the consumer's self-concept, consumer motivation can be easily awakened .

Universal touch to hook users' emotions

The so-called touching the heart means moving people with emotion. When the copy appeals to emotions, humanized and slightly warm words can easily narrow the distance between the content and the users , touch the most vulnerable and softest part of the users' hearts, and thus trigger emotional resonance .

Advertising copy for a wedding photography company’s WeChat Moments :

For the rest of our lives, we will always...

Using heartwarming copywriting, lovers ’ longing for marriage is interpreted in six simple words: “The rest of our lives, we’ll be together forever.” Such romantic and firm words directly touch the hearts of lovers, thus arousing their desire to consume.

Good copywriting can help convert sales and spread the brand's beautiful value. For the current large group of young users, how to control the user's psychological needs, combine the brand's beautiful value with the user's psychology, and produce high-quality advertising content is a point that brands need to focus on in their marketing activities .

Various psychological factors will trigger purchasing behavior during the process of user screen swiping, so the strategy of winning the hearts and minds of users with materials and copywriting is particularly important. How to grab the user's attention in one second and grasp the user's inner needs in time can cater to user needs, satisfy user desires and guide conversion.

The author of this article @Weishidun Mobile Marketing is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century