How to write a good copy that will not be disliked by users?

Just like posting advertising copy in the circle of friends ; posting advertising copy under the big V account of Weibo; in the club...; outdoors... How to cater to specific places and make reasonable copy?

With the same publishing channels and products of the same strength, why can some people publish good copy without being disliked by users? Make the product "popular" and accepted by users?

This is definitely not a simple matter of him being more experienced!

And, a good copy does not require a lot of effort. Although the copywriting is different each time, they have many similarities and common unspoken rules to follow.

I believe that when doing anything, knowing how to effectively assume a framework is much more meaningful than being able to do a specific small thing!

For example, if you have worked as an advertising copywriter for many years, you must have more experience; you will be able to handle more special details; you will know how to write copy for displaying advertisements in different places; you also understand what language needs to be used to convey information to different user groups.

So, look at these points carefully. For an experienced copywriter, how can his advantages be summarized? Yes, when you have rich experience, it actually means = knowing how to handle details + knowing what "routines" are needed to publish advertisements in different places + knowing what specific psychological characteristics of different user groups, which ones are more important, and how to deal with them.

Okay, now, if you still can’t write good copy that fits the scenario, and you’re still struggling when writing the copy: I feel like these two ways of expression seem to work? We have so many highlights, which ones should we focus on? It seems that we need to satisfy these consumer psychology...

Come, let’s read the following together! The reason why you can’t produce good copy is because you don’t understand these five points thoroughly (and therefore don’t implement them thoroughly):

1. Too far away, too little vision, and unable to see the future.
2. Close range, not understanding the characteristics of the current group.
3. We know the main idea of ​​the copy, but we can't distinguish the specific content. Which is more important? Which is more important?
4. The copywriting is not persuasive enough and I don’t know how to convince users with all the details.
5. Can't use words and sentences beautifully.

Below, after explaining these 5 points, I will also attach solutions.

1. Long distance, insufficient vision, and inability to see the future

Can’t see what users expect in the future? Where will the next wave of innovation in this industry come from? What will be the future product trends? Which trend should the overall style of my product develop towards?

Regarding the issue of vision, it is difficult for people at the second level to see the vision of people at the third level, let alone look at the entire field and predict the future. Therefore, in order to broaden your horizons, apart from the long road ahead, you have no choice but to seek help from experts. For example: the currently popular " knowledge payment " platforms, such as Fenda , Wenka, Zaixing, etc. Making good use of paid Q&A opportunities can effectively break through the limitations of your own vision.

2. Close distance and lack of understanding of the characteristics of the current group.

For example, I need to post a copy introducing a product in a circle of 5,000 friends on WeChat . What kind of expression is considered reasonable expression in this group? What kind of copywriting can effectively achieve my goals? What kind of copywriting can reduce user disgust? I have analyzed and summarized this case before, so I will not repeat it here.

Just like many people often post some motivational short articles and late-night chicken soup articles in QQ space and Moments - your friends hope to see your latest news and updates in Moments/QQ space. Instead, we hope to see an "educator" or "emotional expert". Not understanding the characteristics of the current group.

Just like Mo Yan, the winner of the Nobel Prize in Literature, his number of followers on Sina Weibo is far less than that of young people like Guo Jingming and Han Han, and even less than that of second-rate artists who can only make jokes. The reason: Weibo is a pure entertainment venue. From a marketing perspective, the content of Mo Yan's Weibo does not conform to the characteristics of the current group.

3. We know the main idea of ​​the copy, but we can’t tell the specific content. Which is more important? Which is more important?

The purpose of advertising copy is nothing more than to increase product sales, generate high product premiums, enhance user stickiness, attract new users, and increase brand exposure...

But in the specific process of writing copy, should I tend to lean towards the majority? Or leaning towards the minority? What are the characteristic differences between them? Among the series of psychological factors that consumers have, which one actually has the weakest influence? Which psychological influence is so strong that we must grasp it?

Can't tell the difference between the majority and the minority:

This is a point that most new copywriters don't grasp well, and they often write based on their own feelings. Are our products aimed at the general public from all walks of life? Or a professional group with a small interest... Should we cater to the majority? Or a minority?

Most people are lazy, a few are hardworking.

Most people prefer to hear pleasant words, while a few people are willing to hear unpleasant words.

The majority of people are unprincipled (in a broad sense), while the minority are principled.

Most people appreciate beauty, while a few look at the essence.

Most people pay more attention to immediate interests, while a few people look into the distance.

Most people like visual effects, while a few people like abstract effects.

Most people often only think within the second level, and a few people think beyond the third level.

Most people are risk-averse, but a few are not afraid of risks.

Most people are emotional, while a few are rational.

Most young people like to have wild ideas. A minority of young people like to seek truth from facts.

Fundamental conclusion: Most people have not escaped the control of their animal nature.

Everyone understands consumer psychology, but can’t tell which psychology has a weaker impact on users? Which psychology has a stronger impact on users? :

When we are doing copywriting or even marketing activities .

Is it better to have elegant sentences? Or is it better to just keep the sentence direct? In copywriting, which psychology of the user should be targeted?

From textbooks, we can know that consumers' (users') purchasing psychology is mainly reflected in these eight basic aspects:

Face psychology, respect for authority

The mentality of showing off and comparing

The desire for cheapness and fear of regret

Psychological price, realistic psychology

In the process of marketing promotion , we often need to grasp multiple psychological factors at the same time. If necessary, you need to make room and attack someone psychologically with great firepower.

For example: The advertising copy of " iQiyi Member" during normal time:

It grasps the user's face psychology, showing off psychology, perceived high value, and pragmatic psychology.

The advertising copy during the "iQiyi Membership" event:

It grasps the user's desire for cheapness, fear of regret, perception of high value (reflected in the visual presentation), and pragmatic mentality.

The product positioning of "iQiyi Membership" is as follows:

Grasp the user's face psychology, showing off psychology, and perception of high prices.

Therefore, although consumers have eight important basic purchasing psychological factors, when we write advertising copy, we only need to focus on a few of them.

Moreover, one of the important principles of advertising is simplicity and clarity. If we try to satisfy all the psychological needs of consumers (users), how redundant will the resulting copy be?

So, now the question is: What if my product copy needs to be more concise and focused? Faced with multiple characteristics of the product and after analyzing the users, we found that we need to grasp almost all psychological characteristics. So, in concise copywriting, which psychological factors should we focus on?

Answer: If you can grasp the "clinging to someone's thighs" mentality or the herd mentality, then you must spare no effort to attack these two points!

"Clinging to the thighs" mentality: Consumers (users) pay attention to the "nameplate" when purchasing products, rather than rationally analyzing the product and their own actual needs. It is a combination of four basic psychological factors: face psychology, respect for authority, showing off psychology, and comparison psychology.

In order to cater to the consumers' (users') mentality of "clinging to the thighs", businesses and even government departments have put a lot of effort in this regard! It is mainly reflected in these five aspects.

1. NB in ​​authority:

For example: many office supply malls often add "XX government designated purchasing point" on the lower right corner of their signs; "Laoshan White Flower Snake Grass Water" uses the authority of Laoshan and White Flower Snake Grass as the name of mineral water; we have a very powerful medical university in Sichuan Province (Luzhou Medical College), which can often be seen in various professional newspapers and magazines, and all indicators are ranked ahead of other professional colleges. However, this name has always been a hurdle for Luzhou Medical College, troubling the teachers and students of the school (indirectly confirming that when most people evaluate an entity, they will not seriously look at its objective strength, but simply look at "who has bigger legs"). Therefore, the "Luzhou Medical College name change controversy" occurred in 2015.

2. NB in ​​experience:

For example, it’s exciting when iPhone launches new models and new features every year, especially the iPad and iPhone in the Steve Jobs era. Every innovative experience makes people unable to control themselves from the bottom of their hearts.

3. NB in ​​knowledge:

For example: When Gao Xiaosong was the first director of the Miscellaneous Bookstore, he wrote a preface for the library to recommend people to visit the library for leisure. Among them, Gao Xiaosong's experience is particularly eye-catching.

4. NB in ​​terms of feelings:

The public generally believes that people with good writing skills are like those who work in advertising. In fact, people with good writing skills are just those who have effectively grasped the "sentimental NB" point under the "clinging to someone powerful" mentality.

5. Excellent in experience:

For example: A powerful LOL anchor, in order to attract the attention of game players (equivalent to spending time to buy him), shouted the slogan: I got three consecutive pentakills three minutes after the start of the game!

Herd mentality: This is also one of the basic purchasing psychology of consumers (users). Unlike the first 8 basic psychology, "herd mentality" is extremely important! It can be said that one is worth eight! If you have the ability to use "herd mentality" copywriting, by all means use it!

How important is it? You see, big or small businesses, media professionals, writers, and artists are all using the "herd mentality" to promote their products .

In the vegetable market, you can often see some people selling "magical and efficient daily necessities", with a large group of people gathering around their stalls. This is the use of "herd mentality".

If you go to a cosmetics store to buy products, you can often hear the clerk say: "This product is very good, many customers have bought it, and the sales have been good since it was put on the shelves!"

Also, a workplace writer I like, Spenser, had a profile on his official account at the beginning of last year that read “Standing in the ruins of money, exploring the wasteland of thinking, the uncle who is best at writing about the workplace.”

Now, after several major events, the number of fans has increased dramatically, and the profile of the public account has been changed to "A veteran in the financial circle... This is the gathering place for the thoughts of 600,000 young urban people."

Sogou Search’s copywriting: “200 million mobile phones use Sogou Search as the default search engine every day”

Xiangpiaopiao Milk Tea: "We sell more than 700 million cups a year. If you put the cups together, they could circle the earth twice. We have been the sales leader in China for six consecutive years!"

4. The copywriting is not persuasive enough

In addition to the above copywriting techniques, we did not have enough power to support users to purchase because we did not do the "correct marketing". The core meaning of “correct marketing” is strong endorsement. Including 5 major methods:

• With the help of authoritative endorsement method
• Self-Achievement Endorsement Method
• Image endorsement method
• Positioning endorsement method
• Emotional endorsement method

5. Not able to choose words and form sentences

This shortcoming has little impact on marketers . It can even be said that it is not a shortcoming, because "beautiful choice of words and sentences" is a specialty.

"Using words and sentences beautifully" is a very shortcoming for me. If I need to write a copy that requires extremely high literary quality. Even if you give me 30 days, I probably won’t be able to come up with a few adjectives or adverbs.

But it really doesn't matter much. "Elegant choice of words and sentences" belongs to the beautification link. What’s the point of beautification if the skeleton in the middle is not strong? Just like no matter how beautiful a country is, if it has no political and military support, what is the use?

For example: Zhang Xiaolong , a hard-working programmer, doesn't understand the joy of daily chatting. But he created China's largest instant messaging software - WeChat.

Guo Jingming is a novelist with strong writing skills, but for his marketing activities, he still needs to hire a professional marketing planning team.

For example, even if the boss of a company is not good at writing, he can still do a good job in brand communication and marketing activities. Typical figure, Yuan Yue, Chairman of Zero Point Research Consulting Group.

When I am writing a document that requires high literary talent, I cannot complete it independently and need the assistance of a literary master. Then, I made a comprehensive analysis of the market background, market development stage, user decision-making stage, product tone, and product positioning, and combined it with the internal structure of the team to create a framework. Describe the effect, experience, and purpose that each detail needs to achieve.

Then, the great writer comes to fill in the details. A reasonable copy was born.

Therefore, you don’t have to worry about the problem that you have strong analytical and planning skills but poor writing skills. As long as you make good use of platforms such as Zhubajie.com , Taobao services, etc., your shortcomings can be easily made up!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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