The copy is gorgeous, but there is still no conversion rate? You need to understand this principle

There is a very common phenomenon in the copywriting circle. There are many people teaching copywriting skills, and now there are books and public accounts talking about copywriting skills everywhere. As long as you have read some books, some public accounts, and browsed Zhihu for a few years, you will find that some copywriting techniques have been written out, such as

Let the copy express the smell and feeling of the product. The copy should speak human language, be down-to-earth, easy to remember and understand. Use "user thinking" to write copy, give users a point of interest to open the "curiosity gap"... Learn to think in stories, "personalize" the brand, and convey the brand personality...

Nowadays, the copywriting public accounts are generally like this: when they see that NetEase Cloud Music is popular, they talk to you about UGC ; when they see that JD Baitiao has a new advertisement, they teach you how to write copy that reflects the user's voice; when they see that Chen Ou is endorsing himself again, they stand up and say that Chen Ou's copywriting this time is out of touch with the masses. Okay, you are all right, but what is the use of this?

Nowadays, many copywriters work very hard, read a lot of books and articles, and know a lot of copywriting skills, but they always feel uneasy in their hearts. Especially the more I look at techniques, I find that almost all the techniques that everyone talks about are just these same. The principles have been explained so many times and I understand them all, but I feel more and more uneasy in my heart. In fact, many people are uneasy because

I have no idea when to use which technique!

For example, the copy that Steve Jobs gave for iPod was: Put 1,000 songs in your pocket. Copywriters understand this principle of visualizing product attributes.

But this year, if you still need to write a copy for the new iPod, you will choose:

A. Put 10,000 songs in your pocket. B. Press play, ignite your fighting spirit, love freedom, I use iPod

Copy B was something I came up with on the spur of the moment. But it is obvious that if you want to release a new iPod now, it would be better to choose B than A.

So I was confused. A copywriter uses figurative techniques to visualize the attributes of the product, allowing users to more intuitively feel the benefits that the product brings to them. There is nothing wrong with this method. Copywriter B uses the technique of "spiritual fit" to convey values ​​and induce purchases, and this method is not wrong. But the effects produced are very different when used at different times.

Many copywriters are facing a choice. It’s like you have a lot of brand-name suits in your closet, but you’re going to attend an important banquet today and you don’t know which one to wear.

How to make the most accurate choice of content and techniques is a compulsory course for copywriters.

For example, if a company needs to write copy now, the first reaction of many copywriters is to use the copy to reflect the characteristics of the product and form differentiated competition. This is the "same copy" we see on Taobao and other e-commerce platforms - focusing on describing product attributes

Xinjiang Hotan jujube: Selected first-class Hotan jujube, Xinjiang fruit eugenics area Thailand latex pillow: Direct mail from Thailand, imported latex Silk mask: Water-condensing nourishment, deep hydration

However, users don’t care about this; what they really want is

Live a high-quality, healthy life, stay energetic, and become a more beautiful self

This is a common problem among many copywriters – writing copy based on intuition. Why do most people write copy like this? Because people's first instinct must start from themselves, the first thing that comes to mind is to describe the characteristics of the product itself. This type of copywriting has its advantages, and some users will indeed make a purchase based on the attributes of a product. But think about it, when users see that every Taobao store has text like "Thai latex pillow, direct mail from Thailand, imported latex", they will understand that all the features may not be considered features in the eyes of users.

So what do users really care about?

In fact, the purchasing behavior of most users is essentially determined by the anxiety behind them.

For example, users worry that poor sleep will affect their work the next day, so they buy a more comfortable pillow; for example, they worry that spending too much money on mobile phones will affect other expenses in life, so they buy low-priced Xiaomi series mobile phones; for example, they worry that they cannot impress "him" because of their appearance, so they go to beauty salons, use high-end skin care products, and apply facial masks on time every day...

Of course, users generally do not choose a product just because of one anxiety, such as worrying that the phone’s functions are not complete enough and will affect their normal work, so they choose Xiaomi, which seems to have more functions, rather than other brands of phones at the same price.

The study found that there is a huge gap between product attributes and user anxieties in marketing copy. You are on this side and I am on that side.

Between these two endpoints, there are several dimensions to cross.

Think about it, how many levels of content can you choose from when writing copy?

Since the human brain has a limited range of thinking, it is impossible for us to think about all levels every time. Save this picture for easy reflection.

Below I will give the examples of “ VIPSHOP ”, “XX organic rice” and “XX facial mask” to explain in detail how to understand these levels.

Product positioning:

Vipshop: A website that specializes in special sales…XX organic rice: baby rice made specifically for babies…XX facial mask: a mask specifically for pregnant women…

Product attributes:

Vipshop: full range of brands, brand discounts XX organic rice: rich in nutrients and can be easily digested by babies XX facial mask: mild and non-irritating, no added chemical ingredients, no worries for pregnant women

Direct benefits:

Vipshop: You can buy high-end brands at a discount price...XX organic rice: It is easy for babies to digest and contains more nutrientsXX facial mask: Pregnant women can also use facial mask to protect their skin

Psychological Benefits:

Vipshop: I am a person who saves money and buys high-end brands to save faceXX organic rice: I am a parent who loves my children and thinks about and pays for themXX facial mask: I am a person who pays attention to skin care

User Values:

Vipshop: It is better to be beautiful than to be beautiful. Women should know how to spend money. XX organic rice: Parents who love their children should be willing to spend money on their children. XX facial mask: Women should always pay attention to skin care.

The anxiety behind:

Vipshop: Spending money without saving affects your image/quality of life in other aspects XX organic rice: During the infant stage, the nutritional supplements of children affect their whole life XX facial mask: Not paying attention to maintenance will lead to premature aging and loss of charm

There are six dimensions from product to user's heart, and each dimension has some copywriting skills to effectively present the content of this dimension. In fact, many copywriters are already very familiar with copywriting skills. The real trouble comes from not knowing how to choose the content of the copy.

In fact, the essence of this problem lies in thinking from the "user's perspective". Before writing the copy, we need to think about what the user is thinking at this moment from the user's perspective.

For example, when digital cameras were first launched on the market, the copywriting focused on product positioning and attributes - this is a camera that allows you to see the results immediately after taking a photo. This will trigger a large number of purchases. Because users at this stage have no idea what a digital camera is, the copy should focus on describing the product attributes. Also, because users previously had the pain point of having to wait for photos taken with film cameras to be developed before they could know what the photos were like, the copy needs to present the product positioning. At that time, if an advertisement said "Canon, always touching", users would not know what you were talking about. But looking back now, this slogan has played a big role.

For example, the case of NetEase Cloud Music. NetEase Cloud Music is an APP that is different from previous music players. The biggest difference is that a large amount of UGC touches the hearts of sensitive people. So when NetEase Cloud Music posts a lot of UGC on the subway, it is actually describing its own product attributes - this is a warm APP full of high-quality reviews. After solving the problem of product attributes, there is still one problem - most users nowadays already have their own favorite players. How can we get users to abandon their previous players and switch to NetEase and Music?

Simply describing product attributes is certainly not enough. As mentioned before, product attributes are dimensions that are closer to the product, so we also need to choose a dimension that is closer to the users - values. Therefore, NetEase Cloud Music selects the UGC with the most likes and the most touching content, maintains values ​​consistent with its users, and achieves success.

It should be noted here that when writing copy for "direct benefit" and "psychological benefit" content, the user's image needs to be fully considered. There are some interests that affect the user's image. For example, when diapers were first introduced in the United States, their main purpose was to help housewives save the trouble of washing diapers for their children, and they never sold well. Because housewives always want to maintain the image of being "hard-working", buying diapers means that they are lazy people, which no housewife wants.

Excellent copywriting requires not only the superb use of copywriting skills, but more importantly, the selection of the right content. Just like in war, technique is “tactics” and content is “strategy”. It is a compulsory course for copywriters to correctly understand the above six content orientations and constantly think about when to use them, what techniques may be used, and what issues need to be paid attention to.

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

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