Three lessons: N ways to increase the conversion rate of your copywriting by 10 times!

This article is a series by Huang Youcan, the initiator of Sanjieke. In the next 1-2 months, you can see this series on the Sanjieke WeChat official account every Tuesday and Thursday, except in case of emergencies.

Sanjieke is the first Internet product theme learning community, providing the most systematic product + operation course learning for free, and regularly producing in-depth product observations + reviews.

If you need to reprint, please contact Sandieke and indicate the source.

1. What is conversion copywriting?

Let me start by giving you a heads up: this article may contain a slight suspicion of clickbait, so please be gentle.

Well, I admit that my previous three series on content operations were a bit too hard and dry. Today, let’s talk about something more interesting - copywriting.

Also, let’s focus on one point and only talk about conversion-oriented copywriting.

The so-called conversion-oriented copy means that the purpose of this copy is specific. The only meaning of writing it is to guide users to complete a specific behavior, commonly known as a conversion. For example, the greatest significance of a title is to attract readers to read the text, while the greatest significance of the copy displayed on the product details page is to encourage users to place orders.

Among conversion-type copywriting, there are two types: short copywriting and medium- and long copywriting. Short copy is like a title or a banner; medium and long copy is like a Weibo post, a product description, or a conversion-oriented soft article.

There are differences in the conventional writing methods and precautions for short copywriting and medium-length copywriting, but writing similar copywriting may be the most frequently encountered work in the daily work of an operator or even a product manager . I will talk about them separately below.

In addition, let's make it clear that, in my understanding, if you want to improve your copywriting from 0 to 60 points, it should be possible. As long as you have some methods and practice diligently, it will not be particularly difficult. But if you want to get from 60 points to above 90 points, it may be very difficult. The latter requires long-term accumulation, sedimentation, practice, and even a little talent.

So, here I will only talk about the points from 0 to 60. It may not require you to have strong writing skills, but it is more about ideas and methods.

2. Writing short copy

When writing short copy, a typical example is the title. We will mainly take the title as an example here.

However, in order to write a short copy that meets the passing score and brings a relatively good conversion rate , it does not actually require superb writing skills and fancy words. It is enough to just understand a little bit of writing principles, find the right writing angle, and express it in plain language that everyone can understand.

The two simplest and most popular principles for improving the conversion rate of short copy are:

First, hang out with rich men. That is, consciously form associations with certain people or things that obviously have higher potential energy and greater influence, and stimulate users' willingness to click and visit through their higher and stronger influence. This method is especially suitable when the popularity and influence of the thing you want to push may not be enough to stimulate users.

Second, subvert cognition. That is, consciously throw out some views or remarks that may subvert users' common sense cognition, or even be a bit incredible, so as to arouse users' curiosity and thereby stimulate users' willingness to click and visit.

For example, if the content of the articles is the same, try to feel the difference between the original regular title and the subsequent "Sugar Daddy" title and "Subvert Cognition" title in stimulating users to click and convert in the following two examples:

Example 1:

Title 1 (Regular) : "Hot Fitness APP In-depth Product Research and Analysis Report"

Title 2 (Hanging out with rich men) : "As they are the same fitness app, how is it better than Keep? 》

Title 3 (Subversive Cognition) : "How did this product successfully raise 15 million yuan after only two versions were changed? 》

Example 2:

Title 1 (Regular) : "Original Tips : How to Operate an Excellent WeChat Public Account from Scratch"

Title 2 (Hanging out with Rich Men) : "How can this WeChat public account be more awesome than Luoji Siwei in a single aspect? 》

Title 3 (Subversive Cognition) : "With 5 months, 0 budget, and 0 foundation, they surpassed 60% of similar WeChat accounts"

Then, let’s look at an example of how to explore the direction of title writing -

About a few weeks ago, I wrote an article analyzing the whole process of Luoji Siwei's manipulation of Papi Jiang's 22 million auction, titled: "Thoughts on the whole process of Papi Jiang's 22 million auction, Luo Zhenyu 's planning and hype." If we want to give this article a few titles with good conversion rates, what can we do?

First of all, this is an analysis and partial opinion output article. To explore the direction of title writing for such content, we can actually think divergently about some specific issues. Then, in each direction of the problem, we can produce one or two good titles through detailed description and expression, while referring to the two principles of "hanging out with rich men" and "subverting cognition" mentioned above, such as:

Is the analysis itself exciting enough? ——《In-depth Analysis of the Trading Logic Behind a 22 Million Auction》

Who is the analysis related to? ——"How did Luo Zhenyu and Papi Jiang manage and complete a 22 million auction?" 》

Who will do the analysis? ——《The operation logic of Papi Jiang's 22 million auction from the perspective of a 10-year operations director》

How is it analyzed? ——《Revealing how to successfully operate a 22 million auction through 6 important events + 15 key points》

Who else might the related analysis and events be related to? ——"The one who should learn the most from this 22 million auction may be Sina Weibo "

What might come from understanding this analysis? ——"Only after you understand the logic of this press conference can you understand why the 12 million yuan that Luo Zhenyu invested in Papi Jiang is not expensive at all"

If none of the above are met, you can consider strong human endorsement - "This is a case analysis of Luoji Siwei's trading that even Luo Zhenyu himself exclaimed "awesome""

Well, I guess you might be a little inspired. That’s all we have to say about short copy for now.

3. Writing of medium-length copy

Next, let’s talk about the writing of medium and long-term conversion copy.

Medium-length copywriting is usually at least one or two hundred words, and contains more content and information. It is different from short copywriting that generally solves the problem in 20 words or less. It only needs to highlight the key points and quickly stimulate user interest on one or two points.

Therefore, medium-length copywriting may need to talk about a little bit of logic and content structure, and gradually arouse the user's interest and desire by revealing information bit by bit, and ultimately form a conversion.

Here, I will share 3 common methods of writing medium- and long-form copywriting, focusing on how to better achieve conversions.

Method 1

Method 1 is actually a kind of copywriting structure and progressive logic. See the figure below -

In short, in a medium-length copy, we need to first have a part of the content to attract the user's attention, then gradually stimulate his interest, arouse his desire, and finally encourage user action and bring about conversion.

For example, consider the following example:

In the above Weibo copywriting example completed by my former colleague, the role of the opening [For those who want to write good copywriting] is to "attract attention", and the following part "For those who are scratching their heads about copywriting... I will share my more than ten years of experience" is to "stimulate interest". The part that says "The teacher was promoted four levels in a year and a half with copywriting, and was the creative director of Ogilvy and Blue Label" and the part where the teacher's works are displayed further arouse users' desire. The part in the copywriting that says "For those who want to participate, please click on the link to learn more" is undoubtedly to "promote action".

As a copy with a clear structure, distinct levels and prominent selling points, this copy has a very good conversion rate.

Method 2

Method 2 is another slightly different copywriting structure. See the picture below——

Under this logic, we often put users into a certain scenario in the form of a story, and then create some key contradictions around this scenario to arouse users' curiosity. Based on these contradictions, we raise key questions, and finally push the solution to the problem to users.

For example, according to this logical structure, I tried to spend 5 minutes writing a conversion-oriented copy for the "User-Centered Product Design" series of online courses by Mr. Bumian, another initiator of our three classes. I can't say how good it is, but at least it is qualified. You can feel it——

His name is Bu Mian.

Is a product director with 10 years of experience.

He is also the initiator of three classes.

He was once an unreliable black real estate agent.

10 years ago,

What he cares about most every day is

The question is how to trick more people into renting or buying more houses.

(The above part, put into context)

8 years ago, by chance,

He became a product manager.

Since then, within 5 years, it has become:

Senior Product Manager at Baidu,

Product Director of Ganji.com,

Senior Product Director of Xueersi.

Moreover, the apprentices he has taught are now spread across BAT.

(The above part causes contradiction)

Because of his personal experience,

He knows too well that for many product novices,

Lack of a complete knowledge system and working methods for product development.

What a painful thing it is.

(The above part raises questions)

(From now on, solutions and renderings of solutions are given)

Therefore, he will use his nearly 10 years of work experience,

Summarized into a complete set of online courses——

User-centered product design methodology

Unlike many other speeches,

This is a complete system.

It took more than 3 years to polish.

A complete course of nearly 30 lessons.

So far,

This course has been unanimously recognized by nearly 10,000 people.

It has been studied by nearly a thousand product managers from well-known Internet companies such as Baidu, JD.com, and Xueersi.

As he said:

When making products, either don’t make them at all, or make them first-rate, high-quality products.

How much does such a great course cost?

Our answer is:

Free, but there are thresholds.

We believe that only in this way,

So that high costs will not become an obstacle.

It can also make every student take "learning" more seriously.

We hope that

This can help more serious and active newcomers to the Internet.

That's pretty much all I have to say.

As for whether to come or not, it’s up to you.

If you want to come,

Click "Read original text"

Sign up now for the three-session online course.

After reading this copy, are you really somewhat interested in this online course?

Method 3

The third method of writing medium-to-long conversion copy is relatively simple. Its logic is: list all the questions that users may face and think about before a conversion behavior, and then answer and persuade users one by one.

For example, when considering whether to sign up for a three-session online course, a user might think about the following questions:

1. What does the course cover, what problems can it solve, and what problems can it not solve?

2. Compared with other similar courses, what are the characteristics of this course?

3.Who is the teacher of the course? What are the characteristics of the teacher?

4. Who is the course suitable for and who is not suitable for?

5. What are the course time, location, address, fee, and registration method?

6. What do others think of this course?

So, we just need to answer these questions one by one.

For example, when I taught a particularly unreliable course on "Interpersonal Relationships and Communication" in my early years, the course copy was like this:

In the end, the conversion effect of this copy is also very good. As for the course I started 2 years ago, this course is once a month and is always full.

Finally, let’s clarify a core principle of conversion-oriented copywriting. The principle is this -

Only if you help users build up awareness first, can you have a chance to arouse their interest.

To put it in plain words, you must first ensure that users can understand your copy, and only on this basis can you further stimulate user conversions. Otherwise, if the user can't even understand it, you may not have a chance to arouse his interest at all.

Let’s look at two examples –

The above pictures show two articles that we pushed out through the Sandieke WeChat official account around October last year. You can see that with the same push channel and only the difference in titles, the reading volume of these two articles differs by a full 10 times!

Therefore, if a conversion-oriented copy is not written well, it will really lead to a gap of more than 10 times...

Among them, the first title, titled “Three Eyes | How to Prevent User Loss”, has the core problem of the concept of “three eyes”, which users cannot recognize at all (in fact, this was the name of a WeChat public account column set by one of our editors at the time). When users cannot form an understanding of your copy, most people will reflexively choose to ignore you.

This is the source of the 10-fold gap.

Having said that, I guess there will definitely be some people who want to discuss this question:

How should we view the "clickbait" behavior that is deliberately sensational and exaggerated? If there is no clickbait, the conversion rate may be very low. However, if there is clickbait, it will arouse the disgust of some users. How do we strike a balance between the two?

I regard this issue as an operational ethical issue.

Actually, I wanted to talk about it today, but it’s almost time to get off work, and the beautiful sisters who are urging me to finish my manuscripts can’t tolerate me to continue writing... So, let’s put this issue in the next series and discuss it together.

See you next Tuesday.

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