How to write product and promotion copy for Double Eleven?

The annual large-scale shopping festival is coming. In order to make consumers willingly open their wallets and shop more happily, merchants have put a lot of thought into planning various promotional activities, using design, price, products, copywriting , etc. to attract consumers' attention and stimulate their desire to consume.

From warm-up to climax, the Double Eleven battle always starts with copywriting. It can be said that copywriting plays an extremely important role in this. It is not only the face of the product, but also a master at evoking resonance and desire, guiding consumers step by step from their hearts to their kidneys to their wallets.

Of course, if you want to achieve a more ideal effect, the creativity and application of the copy must be very particular:

1. First of all, you need to grasp the characteristics of the Double Eleven festival : it is mainly promotional activities, involving a variety of preferential means, including price reduction, discounts, full-reduction, free shipping, raffles, coupons, buy one get one free, limited-time sales, advance pre-sales, etc.; in the process of writing copy, you can choose one of them as the theme, focusing on highlighting the highlights of the promotion.

2. Secondly, be good at exploring and refining the appeal points of the product or brand , including function, appearance, craftsmanship, usage, etc., and choose the appropriate angle to combine with the promotion theme so that the copy has both the meaning of Double Eleven and reflects the core product points.

3. When creating all copywriting, don’t forget to consider consumers , because they are the recipients and interpreters of the copywriting, and are also the ones who ultimately generate purchasing behavior. Gain insight into consumer psychology (herd mentality, curiosity, seeking difference, truth-seeking, belonging, fear, vanity, showing off, etc.) and purchasing motivations , and carefully consider the choice of words; cater to current popular trends and use expressions that consumers like, such as chicken soup style, toxic chicken soup style, mourning culture , and negative energy . In this way, the created copy can be closer to consumers and thus trigger inner resonance.

4. In addition, external environment, scenes and other creative elements can be incorporated into the Double Eleven copy . For example, changing seasons and cooling temperatures mean that for many products/brands that are affected by the weather and environment, such as clothes and shoes, new flagship products will be launched, and the copywriting will change its appeal accordingly, focusing on keeping warm. Therefore, we should pay more attention to the applicable environment of the product and be good at combining the current seasonal characteristics to create copywriting.

5. Finally, don’t forget that Double Eleven is also Singles’ Day , which is a good opportunity to use the theme of “single” . But not all product copywriting is applicable. Don’t just take advantage of the momentum for the sake of taking advantage of the momentum. You must ensure that there is a fit between the two.

Therefore , Double Eleven copywriting = promotion point + product point + (consumer psychology) + (external scene) . Having said so much, let’s put it into practice. I started from the two aspects of products and promotional methods, and tried to write some product and promotional copy about Double Eleven. My writing skills are limited, so it is for reference only.

1. Product copywriting

1. Clothes

It happens to be Double Eleven, and warmth is sold at a low price, which only happens once a year.

The drop in temperature cannot offset the price drop. How many pieces of clothing do you still need for your date this fall and winter?

2. Shoes

Pick out a new pair of shoes that are neither too big nor too small and fit your feet perfectly.

Use it to stay grounded and encounter others.

3. Facial mask

Double Eleven loves to do face-saving projects, and the beauty is not only in the face, but also in the price.

4. Snacks

Great benefit for foodies, lose weight at the same time, it happens to be Double Eleven.

5. Watches

They say a good-looking person is a good-looking person. It turns out that the only thing between me and a good-looking person is a watch.

Taking advantage of the Double Eleven discount, I quickly ordered one.

6. Condoms

The most affordable way to play, the most daring way to love, the full package for more enjoyment.

7. Lip balm

Just like the moisture after a kiss, caring for your lips is also caring for you.

8. Wine

A friend in loneliness, a musician in celebration.

When there is wine, life is a little tipsy.

9. Books

There is no fear of having too many books, they can be read, kept, or given away.

Pay for knowledge and unlock the most literary Double Eleven.

10. Cell Phone

The best deal of the year, don’t miss this opportunity.

11. Bags

I only need two or three best friends, I never have too many bags, and now I can have one more.

12. Paper towels

Tissue paper rolls and handkerchiefs, both wet and dry, multiple gifts.

13. Camera

Time is a bit crowded, so let’s give some of our memories to the camera.

14. Air conditioning

The air conditioner understands you and knows whether it is cold or warm.

15. Lipstick

It's your fault that you are too beautiful and want to have a red affair with your lips.

16. Pet food

Single dogs are still dogs, so they get double the dog food today.

2. Promotional copy

1. Discounts

Spend 80% of the money and enjoy 100% of the quality.

2. Free shipping

Just buy it, I'll take care of the delivery.

3. Full discount

The more full the store is, the less it will be.

4. Buy one get one free

Good things come in pairs.

5. Limited time sale

Good stuff waits for no one, so hurry up and buy it.

I have written 21 articles about Double Eleven in total. I wonder what you think after reading them? If you have any suggestions or comments, please feel free to share them.