Copywriting Basics Series | How to improve a 70-point copywriting score to a 90-point score?

KISS principle: create clear and transparent text texture

The KISS principle is the abbreviation of “Keep it simple and stupid”. It was originally born in the field of product design, which means that the product should be designed to be as simple and stupid as possible. This principle also applies to the field of marketing . If you want your information to be received and remembered by more users, it must be simple and clear enough.

There are usually two ways to make the copy meet the KISS principle as much as possible: one is to be brief, and the other is to be direct.

Toutiao once released a set of data showing that the average bounce rate for articles with 1,000 words was 22.1%, while the bounce rate for articles with 4,000 words reached 65.8%. In other words, the longer the copy, the lower the chance that users will read the entire text, and the completeness of your information delivery will be damaged. If the purpose is purely to convey information, the copy content should be condensed as much as possible, and important information points and keywords should be presented clearly and prominently.

If you are writing long copy (soft copy, product description copy, etc.), you can adopt the method of "adding" first and then "subtracting". First write an outline, then fill in the materials as comprehensively as possible, and finally cut off 50% of the copy so that users only see the most refined part, which will increase their confidence in reading the entire copy and avoid being disturbed by redundant information. 

"Brevity" tests our editing skills, while "directness" tests our skills in refinement and expression.

Being direct is not as simple as “speaking in plain language”. For example, when describing the high efficiency of a dishwasher, “washes dishes quickly” is “plain language”, but it is not as convincing as “washes 22 pieces of tableware in 29 minutes”; when describing the good sales of rice dumplings, “leading in sales” is not as direct and powerful as “350 million are eaten every year”. In general, specific data and cases are more direct than abstract concepts.

When writing short copy such as slogans and titles , data is an effective way of expression. When writing long copy, directness is reflected in clear conclusions, which should be placed at the beginning of the article or paragraph, or highlighted in the form of subheadings.

Evoke scenes: Improve the memorability of copywriting information

If you’ve put a lot of effort into getting users to see your copy, you certainly don’t want them to forget about it the next time they turn around. A 90-point copy must be like an anchor, digging its barbed claws deep into the user's memory.

Canadian psychologist Tulving believes that long-term memory is divided into two types: episodic memory and semantic memory.

Since "semantic memory" is more costly and usually requires logical deduction and long-term repeated memory, for copywriting with marketing purposes, it is easier to break the communication barrier between users and users by using "scenario memory". And you will find that those "situational memories" that are impressive are often related to a specific scene, such as the first time you listen to a concert, the moment you learn to ride a bicycle, etc. We often say that copywriting needs to evoke scenes. In fact, the purpose is to quickly resonate and increase the user's persistence in remembering the copywriting.

For example, a group of advertisements recently launched by Zhihu on the subway used typical scenario-based copywriting. "We had another fight because I took the ugly picture of her." When some straight male friends with poor aesthetic sense see this sentence, they will inevitably frown and feel a tightness in their hearts, recalling some unbearable past events; "Forget it, I won't buy it," will make all the girls who say one thing and mean another smile knowingly. The copy is supported by vivid scenes, which makes it easier to resonate with users and easier to remember when they experience similar scenes next time.

Perhaps, nature is the best garden designer. Untrimmed grape trellises, pebbles polished to a shine by horse-drawn carriages, poplar and sycamore trees, this copy uses the meticulous description of a series of non-curved objects to outline a spacious, natural garden scene. The details are so rich that it seems to give distant consumers a telescope, allowing them to see every detail clearly.

When recommending a suction bowl designed for young children, which features an "unbreakable" suction cup, NetEase Yanxuan used text to describe in detail the process of a baby using the suction cup bowl. Among them, the description of the small detail of "pulling up the little tail" not only highlights the thoughtfulness of the product design, but also writes in a cute and interesting style, which successfully echoes the product tone. Conclusion

Improving the copywriting from 0 points to 70 points is a process of continuous learning and slow accumulation, it is a quantitative accumulation, it is a smoothly rising curve, while from 70 points to 90 points, what is needed is careful polishing and a touch of intuition, it is a step-by-step leap. A copywriting that scores 90 points has strong persuasiveness and communication power, but you should never worry that this goal is still a little far away from you.

"Learn from the best and you will get the middle." If you only aim for a 70-point copy, then you will most likely only be able to write 40 or 50-point copy, which is far below the passing line. If you aim for a 90-point copy, then your chances of writing a 70-point copy will greatly increase.

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

The author of this article @乌玛小曼 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting! Site Map