What kind of copywriting can effectively sell products?

It's easy to do something that will satisfy both conditions.

1. Have confidence.
2. No bad effects.

Let me give you an inappropriate example. If you pass by a claw machine shop and you are confident that you can catch the big doll, you will easily go to buy coins. This is called confidence, and confidence is a great driving force.

But if you knew the doll store owner, she was always losing money. At this time, you feel a little reluctant to take the big doll away. There is a bad influence here, which is the sense of guilt, which has become a stumbling block to this action.

The same principle applies when we write copy to sell products. We have to face and solve these two problems.

1. Help consumers build purchasing confidence.
2. Reduce the negative impact of purchases.

one

Building purchasing confidence is common in daily life. For example, we often say to ourselves, after working hard for a whole year, what’s wrong with buying some good food and clothes? This is buying confidence for yourself.

And there is a fact that people will always slowly give themselves confidence. Once you have the corresponding purchasing power, you will subconsciously encourage yourself and give yourself confidence. Take my mother for example, when she earned 30,000 yuan a year by her own ability, she would also consider buying a new piece of clothing worth 500 yuan. This would have been impossible in the past.

Of course, we should give it a push and help consumers build confidence in purchasing. For example, L’Oreal’s “You deserve it” and Chando’s “You are beautiful”, these copywritings are designed to encourage and increase consumers’ purchasing confidence.

How to proactively build purchasing confidence? You can try from these aspects.

1. You are worthy, you are more valuable than any other product.
2. It is very necessary for you to buy this product.
3. The product is excellent, which increases purchasing confidence.

two

In addition to building purchasing confidence, it is more important to reduce the negative effects of purchasing. In reality, the bad effects of purchasing products may include: laziness, squandering, stinginess, love of beauty, etc.

Once you buy a product, it may be labeled with these bad labels. Consumers will have concerns and it will be difficult for them to complete the purchase. What we need to do is tear off these bad labels and put good labels on them again.

How to achieve rejuvenation? Here are some real examples.

1) Instant coffee

When instant coffee was first introduced, its main feature was convenience. Just soak it and it's done, saving housewives a lot of trouble. However, sales are particularly bad, that's why. At that time, people's thoughts were not so liberated. For housewives, buying this instant coffee would be labeled as "lazy".

Later, Nestlé instant coffee changed direction and focused on promoting the taste of coffee. "It tastes great." At this point, buying instant coffee is no longer labeled "lazy" but something like "foodie."

It's like buying a washing machine. Some people may think that they are too lazy to wash clothes by hand. Later, the idea came about that washing machines clean clothes more cleanly or are better for clothes. At this time, it is necessary to buy a washing machine.

2) Diapers

When diapers first came out, they were very unpopular. Diapers mainly promote convenient functions and features to make it easier for mothers to take care of their babies. However, this will also be labeled as "lazy".

Finally, diapers’ main function is safety. Diapers are better for the baby’s health and safety than those old cloths. Then, the label of mothers buying diapers changes from "lazy mother" to "good mother".

3) PX Supermarket

The situation is different when we buy cheaper things. For older people, it can be said to be thrifty and simple. For young people, it is inevitable to be accused of being stingy. It's really stingy to buy something so cheap.

Therefore, PX Supermarket has proposed the idea that "saving money is a new fashion" to young people. After coming to PX Mart, the label of young people has changed from "stingy" to "fashionable", which is amazing.

In fact, there are many more in life. For example, buying clothes and lipstick is an investment in yourself, cultivating your temperament and increasing your charm. For example, when buying a car, you may think about having fun, but the reason that convinces you to buy it is definitely to make travel more convenient for your family.

Of course, in addition to reducing the bad effects of purchases, we can position our products as good labels from the beginning. For example, gifts for parents. The label that this product carries is filial piety, so the resistance to purchase will be reduced and the motivation to purchase will increase.

Think more about it. In addition to the physical functional value this product brings, it can also bring some emotional satisfaction to consumers.

Let me summarize at last. When we go to write copy, ask ourselves two questions.

First, will buying our products have any negative consequences?

If so, then think about how to reduce it, avoid it, or even turn it into a good influence. If not, then think about giving it a good label. For example, smart, good brother, good mother, etc.

Second, do buyers have enough confidence?

Regardless of whether it is enough or not, we need to add more fuel to the fire.

The above is just my personal opinion, and you are welcome to add to it.

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

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