5 copywriting skills, do you master them if you are in operation?

There are two characteristics of excellent operations talents.

The first point is rigorous logic, which is procedural and routine. For example, it is reflected in whether one can have complete thinking about an activity plan and what factors need to be paid attention to and considered when conducting an activity. This quality is something that every operator can slowly train through work accumulation.

The second point is divergent thinking, which is non-programmed. For example, it can be reflected in whether you can write some innovative copy , or impress and attract users through alternative ways. This trait is difficult to improve through experience. Because good divergent innovative thinking requires cross-integration of other knowledge, such as psychology, economics, and hot topics of social concern, in order to create content that is both in line with product positioning and has innovative value. Even an experienced operations director finds it difficult to systematically improve the capabilities of his team members in this area, and members have to rely more on their own exploration.

In the daily work of operations personnel, the ability to write copy is most closely related to divergent thinking and creative thinking. Durex ’s Weibo copywriting is quite creative. It always keeps up with the hot topics and attracts everyone to share it on WeChat Moments . It is said that these copywriters are all talented people with a monthly salary of over 30,000 yuan. I am really envious of them. It is a long road to improve copywriting skills, but improving copywriting skills is a compulsory course in the process of advancement of every senior operation. The author has summarized the following tips and hopes they will be helpful to everyone.

FAB Principle

FAB is a term in marketing , which corresponds to three English words: Feature, Advantage and Benefit. Feature represents the function of the product, Bebefit represents what benefits the product brings to users and what needs and pain points the product solves for users, and Advantage represents the different focuses and advantages of the product in this field compared with competing products. The FAB principle can basically cover the descriptions of many product copywritings. If the above three elements can be clearly explained to users, then the copywriting is at least qualified.

Combined with the scene

Scenario thinking is a way of thinking that product operators like to use very much, because scenario thinking forces you to put yourself into the product's usage scenario, imagine yourself as a user, and think about how the product in the usage scenario helps users solve problems. OPPO's slogan, which has spread all over the country - "Charge for five minutes, talk for two hours", combines the core selling point of fast charging with the daily use scenario of mobile phones, such as making phone calls, so that users can quickly remember the fast charging function.

Combine emotional

In this era of product oversupply, the importance of emotional marketing is self-evident. Some people even suggest that 80% of purchases are based on "emotional feelings" rather than "rational logic." There are fear and panic, anger and dissatisfaction, greed and competition, luck and surprise, herd mentality, etc. Some people even combine all these consumer psychology into one and call it the "Seven Deadly Sins of Emotional Marketing." However, we do not need to focus on how many emotions humans have. What we need to know is that the core purpose of marketing is to make users change, and to make changes, we should consider stimulating human emotions.

Combined with rational basis

Sensibility is important, but it does not mean that rational basis cannot work in marketing. In the Internet age where information barriers are constantly weakening, it is easier for consumers to find relevant information about products, and many well-known products have quickly opened up the market by combining real numbers, facts, reference objects and other objective bases. Xiaomi's early mobile phone products quickly gained a large number of users who focused on cost-effectiveness through continuous running of scores and comparison of mobile phone hardware parameters; the advertising slogan of Xiangpiaopiao milk tea - "More than 700 million cups sold a year, and the cups could be connected to circle the earth twice", combined with specific numbers, gave users the impression that it was a very popular product.

Combined with hot spots

Combining hot spots is the most common and customary method used by marketers . After all, compared with creating a hot spot by yourself, the cost of riding on a hot spot is much lower. The key factor in riding on a hot topic is speed, because any hot topic is prone to a sudden drop in popularity. Apps like Ele.me and Didi Chuxing relied on sharing red envelopes to quickly acquire customers at low cost in the early days. After gaining market share, they continued to rely on the red envelope function to maintain user activity.

From a product perspective, it is difficult for a red envelope sharing function to make any major innovations, but from an operational perspective, the sharing page of the red envelope sharing function can be continuously updated and maintained. If you are a user who often uses the Ele.me red envelope sharing function, you can see that the Ele.me red envelope sharing page changes the theme and theme copy almost every day. By combining hot spots, the function is constantly kept fresh and active.

Conclusion

As long as a copy meets the requirements of "having a core idea + persuasive idea + concise and smooth content", it is an excellent copy. Excellent copywriting talents use several of the above-mentioned copywriting skills at the same time to greatly enhance the persuasiveness of the copywriting ideas.

Finally, there are many types of martial arts in the world, and you should avoid blindly copying them. All theoretical skills must serve practical needs and return to the product itself.

The author of this article @小小的贞嬛的男人 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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