How should we write copy when facing “cold” B-end products?

Whether it is C-end or B-end, copywriting creation is always similar. What is different is the current situation of the enterprise, product characteristics, and consumer group characteristics. In short, the suitable one is the best.

An excellent copywriter can be both cute and coquettish, and also highly sophisticated and specialized. The former is often suitable for the To C consumer field, such as Mi Meng , who is good at arousing users' emotions and whose topics are always about human emotions, and she can easily get 100,000+ followers. However, B-side new media are often like a professional and serious university professor. Let alone 100,000+ followers, more than 10,000+ followers are excellent B-side corporate accounts. On the one hand, the B-side usually has audiences in specific industries and is more targeted. On the other hand, the B-side audience pays more attention to the professionalism, applicability and value of the product.

Left (Mimeng, who is good at stirring up users’ emotions); Right (Tencent Cloud, who presents facts and discusses the overall situation)

Usually, the copywriting that B-side operations need to cooperate with sales to write is in the following forms: official website, product manuals, solutions, customer cooperation plans, marketing plans, news, new media, etc., so that customers know clearly what kind of products and services the company can provide to solve a series of problems in the business development process.

Therefore, before creating copy, you must clearly understand the company's current situation and business development strategy:

1. 5W2H rule to understand the company's business structure

If you want to write copy that suits the characteristics of your company, the first step is to understand the company’s stage, future strategy, market position, main business, customer composition, geographical distribution, competitive advantages and disadvantages, and prices. Understanding the business is a prerequisite, understanding technology is a plus, and understanding customers is the core. These three points are the basis for writing copy that impresses customers.

2. Use creative techniques to improve copywriting conversion rate

2.1 FAB rule: explain product value around customer interests

The FAB benefit sales rule is widely used in sales situations. It is an effective and highly persuasive method to analyze the benefits and advantages of products to customers. Similarly, for B-side copywriting, it is a sharp sword of thinking.

• F——feature attribute
• A——advantage effect
• B——Benefit

(1) Attributes

What is Anqishi? What kind of product is this? It is a host security software that helps enterprises establish a security operation and maintenance management platform with four main functions: centralized management, security monitoring, security disposal, and reduced occupancy.

(2) Function/Advantages

After explaining the product attributes clearly, what are its outstanding advantages? By using joint comparative analysis, we can achieve what you don’t have and what I have; what you have is better than what I have; what you have is cheaper than what I have. We can let the data speak for itself and allow users to make decisions under limited choices by utilizing the joint comparative evaluation psychology.

(3) Value

Combined with the product's usage scenarios and centered around customer interests, the value brought by the advantages is specifically explained, such as unified security management: different operating systems, different cloud platforms, different environments and regions, operations and maintenance can be managed in a unified manner without the need to switch between multiple platforms, effectively reducing management costs and security risks.

2.2 4U rule to improve the success rate of marketing activities

The 4U rule comes from the best-selling book "The Complete Handbook of Copywriting" by copywriting master Robert Bly. This rule has spawned countless 10w+ titles and is also widely used in promotional copywriting for marketing activities.

(1) Urgent

The combination of visual effects of time passing and flash sales creates a sense of urgency and gives customers a reason to take immediate action.

For example, Tencent Cloud’s cloud server flash sale event has the last 60 minutes of the sale, so if you don’t hurry up, you will miss out.

(2) Unique

Uniqueness lies in the fact that it has never been seen before and may never be seen in the future, or that something is presented in a completely new way.

For example, Alibaba Cloud MTS has reduced its price for the first time. It has never been reduced before. This price reduction can save 30% of the cost. Of course, you should seize the opportunity to buy it.

(3) Ultra-specific

Users like the sense of achievement brought by clear benefits. Compared with vague and exaggerated benefits, people prefer clear and specific little happiness.

For example, Alibaba Cloud CDN has reduced its price again. How much will it reduce? The unit price of traffic has dropped, and the lowest price is only 0.15 yuan/GB. This is just the base price. To what specific prices will different products be reduced? Pre-order data packages and enjoy additional discounts. The price reduction percentage of each data package, original market price, discounted price, and data are clearly visible.

(4) Useful

Promising clear benefits to customers is one of the common and effective ways.

For example, Alibaba Cloud has launched Game Shield for chess and card game customers. Users only need to fill in basic company information and feedback on the attack situation to obtain five practical and specific benefits, including a 3,000 yuan high-defense IP general coupon and 300G free protection.

2.3 Hanging out with wealthy people to increase product trust

There are usually two forms of hanging out with rich people: one is being a rich person yourself, such as BAT , or a company invested by rich people; the other is serving rich people. This is because in B-side corporate procurement, an important way to consider the strength of a supplier is to see whether he has cooperated on famous projects and whether he can stand the test of practice. For example: "Alibaba Cloud - the global designated cloud service provider for the Olympic Games" Alibaba itself is already a big money company, and as the global designated cloud service provider for the Olympic Games, the professionalism and trustworthiness of its products have been greatly enhanced.

Usually, at the end of the company's official website or product manual, B-side companies are accustomed to posting the usage experience of representative customers. On the one hand, they use customer word of mouth to win trust for the product. On the other hand, they cleverly use " KOL " to create a self-propagation effect. For example, a certain Internet SaaS human resources software puts its customer Luoji Siwei and the user experience of Luo Zhenyu , who has his own IP effect, on its official website to endorse the product.

2.4 Value Assignment Higher Than Products

An excellent enterprise and product not only focuses on commercial interests, but also applies product capabilities to urban development. For example, Alibaba Cloud will use ET Brain to focus on solving various problems in urban development, such as urban congestion that everyone will encounter. It will use technology to improve the average road traffic speed and bring the value and vitality of this product to everyone.

This pattern and value that is higher than the product has greatly enhanced people's favorability and trust in the company and its products.

An excellent copywriting is more than just a few slogans. It not only conveys product information and value, stimulates consumers' desires and purchasing behaviors, but is also an important element in shaping a corporate brand . Whether it is C-end or B-end, copywriting creation is always similar. What is different is the current situation of the enterprise, product characteristics, and consumer group characteristics. In short, the suitable one is the best.

The author of this article @柳絮飞舞 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