What kind of copywriting do users like most? 15 secrets to understanding copywriting that impresses users in one article

What kind of copy is more likely to impress users? After years of experience as a copywriter, I have summarized these 15 secrets. I hope this can help every copywriter.

1. Tell users the benefits directly instead of describing product features

Because when you describe the features of your product, it may be based on one-way output in the direction of the product and brand, but users will only pay for the benefits that your product brings. In other words, you need to explain to users the differences between using your product and not using other products.

For example, when we sell facial masks, we usually put the product features, such as whitening, moisturizing, and hydrating, in the front. Later you will find out what benefits your users hope to get from using this thing? The benefits gained may be some more direct benefits such as becoming younger, removing wrinkles, or having a youthful glow. Therefore, when you output the copy, you will change your original features into some benefits that can be created for users, which will be more attractive.

For example, you may think that the advantage of your financial product lies in its low entry threshold and low risk. In fact, users care more about how much actual benefit this financial product can bring to them.

Users consume for their own benefits, not for the features of the product. Therefore, we should provide users with more direct expression of benefits in our copywriting skills.

2. Use dramatic techniques

The so-called dramatic techniques are more likely to create an impression of dramatic conflict in users' minds. That is, it must be an expression that is both unexpected and reasonable. There should also be some introduction, development, turning point and ending in your entire language expression system.

For example, in this case, she has an average appearance and is 155 cm tall, but she has become the most popular internet celebrity in the fashion circle who is good at travel photography. When you find out why this person became an Internet celebrity, you will find that he is a character with relatively more dramatic conflicts. When you click on her content, she will tell you what efforts she has made and what her strengths are. In this process, the user will gradually remember you and understand the content you want to convey to him. This kind of dramatic technique, or even a slightly melodramatic design, will form a deep and lasting memory in the user's mind.

3. Use descriptions or words that bring images to the user’s mind

Based on my past experience in writing copy, verbs are the easiest form to make users conjure up images in their minds, but if you use too many adjectives, the visual effect will not be so strong.

For example, why does some money "explode" in your account? The word explosion will make users think of a more specific picture.

Also, your salary will "grow wildly" here!

Waiting in line for iPhone 7 is out of date. Now it is popular to queue up to grab Heilan Home. Such descriptions containing verbs can give users a stronger sense of picture and are easier for users to remember.

4. Leverage numbers and data

Another very useful copywriting technique is to use the arrangement of numbers and data to allow users to understand the message you want to convey more directly. Users are much more receptive to numbers than to our textual descriptions. Because the environment we live in now is too direct and too utilitarian, when you want to create a more direct impression in the user's mind, you need your data to be creative and even leave a deep impression on him.

For example, these two WeChat topics:

"100,000+ Article Creation Rules: 15 Title Techniques to Make Your WeChat Articles Go Viral on Moments "

How was the "Show off your marriage certificate" H5 that gained 1 million followers in 24 hours and went viral on WeChat Moments planned? 》

The information conveyed to users is clear at a glance, and they will know what you want to express at once.

5. Contrast and comparison method

The comparison method is to make comparisons based on some information known to the user. For example, in one of the examples given here, one egg can be exchanged for two bags of shampoo. During the creative writing stage, we used eggs, a real object that everyone knows can reflect value, to make a comparative equivalence comparison. In this way, users can clearly understand the value equivalent of your shampoo.

Of course, the core of this comparison method is that you must talk about something that has a very clear standard in the minds of users. If you introduce a standard that most users do not understand, you will only add another standard to the standard, which will confuse users.

6. User presets

User pre-setting requires you to put users first and answer the following questions:

(1) Does he/she understand what I am saying?

(2) Does he/she understand the professional terms in my copy?

(3) Have I clearly informed users of important information?

(4) If I were a user, would this copy make me want to use the product?

For example, if you have a new version of your product, you can describe it to the outside world like this: Version 4.3 of the product has a revised operating interface, which is more suitable for enterprises to handle accounts receivable and payments and summarize accounts. It is just a self-congratulatory description, without considering the user's feelings.

It will be much better if you change it to this. The new version will help you balance income and expenditure, manage cash flow, and track unpaid items. It is more convenient to operate and can be used without training. Users can understand it at a glance.

If the copy you write doesn’t even impress yourself, it will be even more difficult to impress your target users . Therefore, as a new user, you should put your own feelings before the copy, so that you can create copy that will impress users.

7. Interesting! ! ! ——Segments, clear, lively, relaxed, rhythmic, well-organized

Now the entire communication direction is that everyone likes to read jokes, because jokes are short, can trigger people's memory and convey the corresponding core information.

You can try:

(1) Try to talk about users’ lives, emotions, and desires

(2) Tell an interesting story

(3) With the editor’s personal style or color

(4) Provide rewards

(5) Discussing common life issues

These content segments can help us build connections with users more quickly. What are the things that we should avoid doing?

(1) Focus on the company and discuss the company's background, business philosophy, and corporate philosophy

(2) Excessively long sentences or paragraphs

(3) Telling stories that users already know about without any new ideas

(4) The length of sentences is consistent, with no distinction between long and short sentences.

(5) The layout is too crowded and the visual effect is

Try to use more short sentences and more relaxed-looking layouts, which can help you impress users more easily.

8. Inject a sense of urgency

The so-called sense of urgency means that you want users to take action now. For example, “limited time offer” contains the concept of time. For example, "Come into the bowl quickly", some initial feelings will arouse the user's attention and make him feel that he needs to make certain behavioral responses within this time.

9. Show uniqueness

Use some brand new topics, which may be areas that users have not covered before, but are topics that they are concerned about, to enrich your topics.

• To explore the true meaning of Superme, I visited all the Superme stores around the world

• The largest online limited-time wine market that only exists for two nights, with more than 500 wines worth putting in your wine cabinet

The Superme and limited-time wine market mentioned in the above two cases are areas that most users have not involved in, and they can show the uniqueness of your own products.

10. Offer a Challenge

This method can make your users have a greater memory point of your copy. For example, "Can your X stand up to X test?" We often find this style of copywriting in advertisements for some daily chemical products. For example, laundry detergent, can Tide laundry detergent clean something? Can a certain toothpaste help you eliminate periodontitis or bacterial proliferation?

In fact, he is posing a challenge to attract your attention. After proposing the challenge, you can complete the challenge by breaking it down layer by layer, showcasing your products and content, which is also the process of enticing your users to learn about your products step by step.

11. Promise to reveal a secret

This secret may not be a real secret. It may also be a product feature or information that you want to convey. However, you can create your copy in a way that reveals unspoken rules or behind-the-scenes secrets in the title or even in the direction of the text. At this time, your users will feel like they want to solve the case with you and will be more engaged.

12. Discover new combinations

You can combine some of your existing product features with some current hot spots. After the combination, there may be more different sparks generated, leading to a wider range of dissemination.

13. Make recommendations

It would be best if these opinions were very directional and served your products and brand. For example, maybe you can do this or that, maybe you can try our product, maybe you can try it for something. Although it seems to be a way to give him advice from his perspective, the core is actually still promoting the content and products that you want to promote.

14. Try to use sentences that can help you have a conversation with the user

For example, this is what you want, and I have already delivered it to you.

Common ways:

(1) Use personal nouns: I, we, you, he, etc.

(2) Colloquial expressions: No problem, OK

(3) Use of abbreviations or acronyms

(4) Use natural tone.

This approach can easily make users feel close to you. For example, we often see forwarded texts like this in the circle of friends: You have 100G of copywriting materials waiting to be collected!

15. Eliminate uncommon words

In all the creative copywriting processes, try to avoid using unnecessary terms, even industry jargon, including slang, idioms, unnecessary abbreviations, etc. After all, the entire national language system is quite large. If you want your copy to be better understood by a large number of users, be sure to use some commonly used words in your design.

1. Collect first-hand information, understand users and the market, understand our competitors, and understand your current market position.

2. Broaden your horizons, dig deep into information, and capture creative clues. You don't have to write down all the cases every time you look at them. This is impossible to write down, and they cannot be copied or imitated . I suggest that you have a notebook to collect inspiration, and you can collect and organize some of the more critical points. You really don't need too many, two or three every day are enough, but it requires long-term persistence and accumulation.

3. Discover new concepts (values) - reasons for love, "product core + market status + consumer interest points" give birth to new concepts

4. Get out of the overall situation and have the ambition to create cases that no one has done before and no one has referred to. When you find that your theoretical knowledge, your entire knowledge framework, and you have all these skills and methodologies, and you are already immersed in such frameworks, you must remember to jump out and use your more emotional senses to discover some of the core points of your copy that can impress others, and to form a language system that can form your own way of expression.

5. Art may be the starting point of differentiation

6. The fun of independent travel is always greater than that of group travel

7. Focus on the sustainability of creative strategies

8. The core of “love talk” is to create happiness

9. The more experience, logic, and methodology accumulate, the more you need to use your right brain.

Most inspirations really come from your daily life, such as communication between you and your colleagues, flashes of inspiration when you are watching a variety show or an online drama, and interviews on cross-disciplinary thinking patterns based on your current knowledge.

Don't refuse to talk to people in other fields. Maybe when you are having a conversation that you think is meaningless, you will get some new inspiration and understand the thinking mode of other similar users' needs.

The core of copywriting creativity is to hope that everyone can feel life, feel the interesting points in life, and understand the entire creative process more emotionally. This will make it easier to write good copywriting that can impress users.

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

The author of this article @龙小天is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map