Master these three methods, even if you have no writing skills or creativity, you can still become a copywriter with a monthly salary of 50,000 yuan
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There is always a very interesting phenomenon around me: my friends who are very pretentious operations directors , marketing managers, and product managers always sigh that it would have been great if they had studied Chinese or journalism back then, so that writing self-media copy would not be such a headache now. They feel that good copywriting cannot be written without good writing skills and good creativity. These people have fallen into a misunderstanding : Good copywriting = good writing + good creativity Many people have never been able to get out of this misunderstanding. I tried so hard to find someone from the Chinese department to write the copy, but to no avail. But I dare say that you will be able to associate the following copywriting with brands at a glance. They have texts with extremely high commercial value, but in fact they lack literary talent and creativity. Even to people in the Chinese department, these words seem a bit rustic. Those who think that only good writing and good creativity can produce good copywriting, their cognition still remains at the level of traditional media copywriting. So, what does good copywriting require? When faced with this problem, you just need to think about how you usually speak. New media is a platform for brands to speak out. Writing copy on new media is actually speaking to your users in the capacity of a company. Not being able to write copy essentially means not knowing how to communicate with users. Think about what factors usually determine what you say? Most people can think of: identity, people facing, self-image Today let’s talk about how to write good new media copy with 0 creativity and 0 writing skills. 1. Identity From product positioning, user positioning to competitor positioning Many people say that the first step before writing copy is to do user research. User research must be done, but it is not the first step. It's like someone asks you to go to a university, but you don't know why you are there, whether you are going to give a speech, attend a class or listen to a lecture. What's the point of blindly investigating the history and students of this university at this time? Back to the copywriting, think about why you don’t have the right ideas when writing the copy, because you don’t have a thorough understanding of the product’s advantages, user groups, and competitors. Without this knowledge, you won’t know where to start writing the copy, let alone any ideas. Therefore, the first thing to do before writing copy is to determine the product positioning, user positioning and competitors . This is a strategic issue, and many marketers fail because they ignore this point. For example, a company wants to promote an organic rice. Due to the high cost of organic rice, the selling price is five times that of ordinary rice. The copywriter knew very well that organic rice was very beneficial to humans, so he hoped that everyone could eat healthier organic rice. So he started writing copy, emphasizing "organic and healthy", but the promotion effect has been poor. The reason is simple. People can buy Northeast rice with a good reputation in the market at only one-fifth of the price, so why should they spend a price far beyond their psychological expectations to buy organic rice? Moreover, people have very little knowledge about "organic". In their minds, organic does not necessarily mean healthy. Afterwards, the copywriter made a proposal to the company and adjusted the strategy, positioning the product as a rice dish suitable for babies who have just been weaned, and its consumer group was positioned as the children's parents. Maybe parents would not be willing to eat such expensive rice, but for the health of their children, they are willing to spend more money to buy organic rice. It is precisely because of the clear product positioning that its competitive advantages (organic and healthy) over its competitors (Northeast rice and Wuchang rice) become clear. Another example is the copywriting of Shenzhou Special Car . With Didi and Uber occupying the vast majority of the user market, if UCAR does not think about its product positioning and insists on competing head-on, even with the best marketing experts, it will be unable to turn the situation around. Therefore, Shenzhou Special Car did not do so. Back to the strategic issue, they positioned themselves as "safe car use". After several safety incidents involving Didi and Uber, the following Weibo post was published to capture the market of users who want safe car use. There is also a popular copywriting, "If you are afraid of getting angry, drink Wanglaoji " When the Guangdong herbal tea Wanglaoji was first launched on the market, it was sold as a medicine for clearing away heat and reducing fire, and its sales were not very good at that time. Because people are naturally averse to medicines, no one wants to take medicine all day to reduce internal heat. Many people choose to endure it and eat less spicy hot pot and Sichuan cuisine. At this time, if Guangzhou Pharmaceutical does not change its positioning and invest a lot of capital in marketing, the result can be imagined. Therefore, Wanglaoji changed its market positioning and positioned itself as a beverage that can clear away heat and reduce internal heat. At this time, its consumers changed from those who wanted to treat heatiness to those who had not yet gotten heatiness but wanted to prevent it; its competitors changed from various heat-reducing medicines to beverages, and it "allied" with melon seeds, barbecue, and hot pot. Although Wanglaoji doesn’t taste as good as traditional beverages, it is the best choice compared to eating hotpot and eating melon seeds. At this time, the word-of-mouth copywriting "If you are afraid of getting a sore throat, drink Wanglaoji" came into being. Afraid of getting angry? Let me help you. Therefore, the first thing to do to write good copy is to determine the positioning of the product, users, and competitors. The reason why many people cannot come up with a single line of copywriting for a long time is because they are not clear about the product positioning, so they are not sure what features and advantages of the product should be emphasized. Without an initial idea, or if the idea is wrong, it is impossible to write high-quality copy. 2. People you are facing User thinking: Think about user needs After clarifying your identity, you also have to understand what the other person is thinking. You will definitely say different things to different people. A friend of mine has set up a platform that provides second-hand teaching materials to college students for free, and the number of registered users has reached 600,000. We are now monetizing these users by selling online courses. However, their enrollment seems to me to be quite difficult. They are actively expanding "offline channels " by finding a large number of agents in various universities, blending into various QQ groups to send advertisements and private chats, and selling through this method. Instead of using new media and apps like public accounts with hundreds of thousands of registered users , they are desperately trying to expand other channels. Why? The conversion rate of new media and APP is too low. I found the reason in a registration entrance of their APP. Industry Preview-College Receipt-Tutor Introduction-Course Advantages-Class Schedule-FAQ Is there anything wrong with this copy? No. It's standard, as they say, this is the normal page explanation logic. But can such copy bring about conversion rate? no. This is just what the copywriter thinks the user wants to see, but think about it, do users really want to see this? What copywriters need to focus on most is the needs of users. What are these college students most worried about when taking exams? The core of these problems is that they worry about the low pass rate of online courses. Therefore, the most urgent problem to be solved should be the users' demands for the pass rate, such as placing the specific pass rate value at the top of the page, or using other methods to present the high pass rate. A special module is used to explain this, helping users resolve concerns such as “worrying that online courses cannot constrain themselves to study seriously; poor interactivity, no one to answer questions; small platform, unprofessional teaching staff”. As for price and cost-effectiveness, they are just added points here and do not play a decisive role. A good copywriter should not only look up some so-called page explanation logic, but also think deeply about what users are thinking and provide solutions based on their concerns and considerations. People are more likely to make decisions when there are reasons for them. You need to give your users enough reasons to choose your product. 3. Image Stable and reasonable brand image What you say determines your image; similarly, your image determines what you say. The reason why many boys are not liked by girls is that sometimes they pretend to be deep, sometimes they are playful and lively, sometimes they are melancholy, and sometimes they are optimistic. This unstable image often gives people a feeling that they are unapproachable and unreliable. People like stability. You would be more willing to believe a person who is always optimistic, cute, or even depressed, than to believe a person who is very optimistic today, becomes very depressed the next day, then a little cute, and a little bad two days later. If the brand does not feel close or trustworthy, users will not buy your products. For example, Three Squirrels , known as the " Haidilao " of the e-commerce nut industry, has copywriting that is as lively, caring and a little cute as its image. Master, please take me away too! Master, everything you see is real! Make a promise with the squirrel. To be more beautiful, the owner must remember to eat 8 raisins of love from Xinjiang every day! How can one not be moved by such a cute image? Let’s talk about Samsung , which I criticized last time in “Why Your Copywriting Often Makes You Happy”. After reading the article, many people thought that Samsung’s copywriting was simply garbage. Here I would like to explain that Samsung’s copywriting is not as bad as we imagined (users cannot understand or remember it). From another perspective, such copywriting has a huge role - establishing brand tone. Just like real estate copywriting often does not use some popular and colloquial sentences, but instead uses some highly-sounding copywriting such as "the most exquisite products, magnificent and grand", "prosperous city, noble life". The purpose of such copywriting is not to make it easy to remember and understand, and to pass on by word of mouth, but to establish a high-end and upscale brand image, which is exactly what the real estate industry needs. Therefore, establishing a brand image based on product features and then building up this image through copywriting can often add luster to the brand. Conclusion Chatting is communication between individuals, and copywriting is communication between brands and users. Determining your "identity, the people you're facing, and your image" before writing the copy will also determine what to say, how to say it, and in what style to say it. Internet copywriting relies more on strategy and thinking. You can write good copy even if you have no writing skills or creativity. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @Curtis compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map |
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