Even Durex can't save you! How to create copywriting that satisfies customers!
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It is difficult for us to find a way to satisfy any customer. A bad customer can easily make you lose your appetite and sleep. ●“Do it again!” ●“Change, change, change!” ●“Did I not express myself clearly or did you not understand?” ●“Haha, your level is actually very average…” (An answer that often makes copywriters collapse) After spending a lot of effort and thought writing the copy, the moment you submit it to the client, you see a worry-filled face on the client (there are two types of clients, externally there are Party A and Party B, and internally there are superiors and subordinates). This familiar scene is what many copywriters want to avoid the most. For you and me who are in this position, the feeling at that moment is panic - we may have to start all over again. It dealt a heavy blow to one's self-confidence, and one's status in the eyes of customers plummeted. Who hasn’t encountered this kind of thing on the road of copywriting? For the client, the final written text was far from the original requirements. When he held the submitted copy in his hand, he went from full of expectations to frowning, and his heart was filled with mixed feelings, like chewing wax. The proposer did not understand what he was thinking and lacked exploration and comprehension of some of the things he had explained. The job of a copywriter is to serve the clients, and the copywriter that clients want most has only one function, which is to achieve benefits, and benefits are - profits. This benefit comes from many aspects, and before doing copywriting work for important clients and projects, you need to first clarify the benefits that the client expects. It is of great significance to understand the benefits, because what customers think may not be what we think. This happens frequently, especially for empiricists. Classification of copywriting income There are generally two types of benefits from copywriting: brand benefits and performance benefits. Brand benefits refer to the ability to make a company’s brand name known and remembered by more people through text descriptions, such as storytelling or slogans. ●“We don’t produce water, we are just nature’s porters” ●“If you are afraid of getting angry, drink Wanglaoji” ●“Anta, I choose, I like it” ●“Haier, made in China” The above are some typical corporate slogans. These corporate slogans may seem to be just a simple sentence, but behind them is a huge story system and years of brand culture support. They have been insisting on writing a story system with the same big theme as the core for a long time. Many copywriters are often obsessed with learning the copywriting methods of large brands, but after imitating them , they end up with something that is neither here nor there. ●“Only by keeping the original intention can we persevere” - a bird's nest company●“Design should be extraordinary” - an advertising company ●“For packaging, choose XXX” - a packaging company ●“After 16 years of preparation, the glory is still there” - a health chain It is better for most copywriters to be pragmatic. After all, small, medium and micro-sized enterprises account for the vast majority in my country, and 90% of practitioners work as copywriters in small and medium-sized enterprises, and 70% work as copywriters in traditional enterprises. They do not have many opportunities to enter large international companies or 4A, and that set of skills is basically useless for the scale of ordinary enterprises. No matter how brilliant the slogans and stories are, they will be useless if they cannot generate traffic, and your income will not increase. Brand benefits focus on storytelling descriptions, while performance benefits are simpler to calculate. Performance benefits refer to how much reading, traffic, inquiries, and transaction volume this copy can bring to the company. Simply put, it is all about data. But there is a contradiction here. Many copywriters are reluctant to link their work results with data and performance. They often have a concept in their minds: as long as it is linked to performance, they will feel uneasy and panic, afraid that their income will be affected, or they feel terrible after becoming a salesperson. So I think as long as I write it and get recognition, that's enough. It is under such circumstances that another sub-position was created: the operations copywriter - a copywriter who is partially responsible for the operations data and also has the skills of operations promotion . The nonsense article online, "The difference between a copywriter earning 3,000 yuan a month and one earning 30,000 yuan a month", is actually the difference in operations. Among those who do copywriting work, only operational copywriters can achieve high income. There are really not many people who can achieve financial freedom just by writing. Of these two types of copywriting income, performance income is relatively more difficult to achieve, and achieving performance income is closely related to many links. How much is copywriting worth? When many people talk about writing copy, they immediately think of two website platforms, one is Taobao and the other is Zhubajie. There are so many copywriters in these two places, and there are hundreds or even thousands of studios. One piece of copywriting costs 100,200,300 (yuan), and there are further discounts for large quantities. A friend asked me to write a BP ( business plan ) but I kindly declined. Firstly, there are often many requests for me to do this for free. Secondly, writing a BP requires investigation and multiple demonstrations, as well as calculation of the price-earnings ratio, investment payback period, entry capital, equity ratio and team options, time nodes, business data, trend analysis, etc. Investors will not be interested in reading a BP that is not carefully crafted and time-consuming, especially for start-ups. Later, my friend found a shop on Zhubajie to write it himself, spending 3,000 yuan. The layout was good, the design was nice, and it was more than 30 pages in total (who the hell would read a 30-page financing PPT? Do these service providers who make business plans have any experience in roadshows of their own?), but the content was completely "not what it seems". The service providers were completely ignorant of the client's industry, requirements, equity, team, data, operations, computing, and development plans. There was no basic research work done, nor in-depth communication with customers. The content seemed particularly thin, and the good visual effects created a fog. The ending was tragic. He never raised any money after getting this BP, and the investors just flipped through it and threw it aside. A good BP must be based on detailed research. It is necessary not only to ask senior experts to simulate investors and give opinions, but also to grasp the core of the content. Some copywriting service providers make their fortune mainly through assembly lines. Save the original copy as a template, and then make detailed classifications (industry, characteristics, region, news, time, story, brand, brainwashing, etc.). When a new customer needs a certain copy, The first thing to do is not to investigate the industry and the client's business, but to quickly find similar copywriting based on the client's characteristics and take out the previous content to replace part of it. This method can write more than 10 copies of about 2,000 words a day. In fact, there are countless examples of the format, approach, and rigor of copywriting such as press releases. You can easily imitate your own by just taking any current political news headline from major websites. As long as you can type, you can write it. Cheap copywriting is mostly meaningless, so don't expect it to have any real effect. Because of the lack of research, summary, marketing and other links, even if it is written, it will be empty. However, such online fast food copywriting is cheap and time is tight. Although the quality of the written work is not high, there are still many traditional companies that continue to purchase such services. Only traditional companies will buy it because most traditional companies do not have full-time editors or copywriters. The client is just one person I once worked for a company. I was full of confidence and was smiling happily with the boss. But later I found that the boss's needs were completely different from what I thought, which caused a lot of embarrassment. From then on, I changed my habit of being frivolous with any boss (I was hit hard). This experience taught me a lesson. The general view is that a product should enable the audience to obtain brand and product information so as to form memories, guide inquiries, close deals, and obtain traffic. However, I have always believed that copywriting is marketing, that is, selling goods and generating traffic (because I am in marketing). However, due to different companies, different demands, different products, and different background factors, the role of copywriting may not always be so straightforward, and there are many unconventional factors. I remember that I revised the copy nine times in total, including the first time, a total of ten times. It took me so many revisions before the other party accepted it, and in fact, the acceptance seemed quite far-fetched. The client's product is a health product that is still under certification. In order to seize the market first, it was first registered in Hong Kong, but it is not intended to be sold in Hong Kong. In order to seize the mainland market and solve the problem of reduced working capital caused by the products, a series of marketing activities around the products have been launched in the mainland, including website construction, channel expansion, product listing, etc., and the demand for online promotion is also very urgent. When I received this project, I conducted a detailed investigation of the product and communicated with my boss. When describing the product, start with the product's therapeutic effects on the body (no matter what product it is, don't mention the preventive value to customers, only curative products will be purchased), and then bundle the product with some cases to attract potential customer groups. However, when this copy was presented to the boss, it was not what he wanted and was far from his expectations. First, the product has not been officially registered in the mainland, so its efficacy cannot be advertised; second, the industry of such products is sensitive, and it cannot be compared with competitors for the time being; third, the product must have Taoist thoughts and the concept of the five elements of the human body; fourth, the content must have a mysterious feeling, such as human luck and the Yi Jin Jing; fifth, it must be useful to people who have some Taoist knowledge. ” The client's boss said. Faced with such a requirement, it went beyond my "superficial" understanding of copywriting at the time. Sometimes, copywriting does not serve the market, but the person's own ideas. In traditional enterprises, this situation occurs more than 90% of the time. If you are serving traditional enterprises, it is best to follow the decision maker's wishes. The two parties have different cognitions, perspectives, experiences, and positioning, so there is no right or wrong. Durex can't help you Lack of marketing knowledge is the shortcoming of many copywriters. Marketing involves a complete set of processes, starting from market research and analysis to effect evaluation and closed loop, but many people do not do these basic work, and even if they do, it takes a lot of time and energy. Besides, learning marketing takes a long time, and reading books also takes time. Someone asked me, "The company is preparing to start this project, but I have no idea what to do?" The simplest way is to find the top 5 competitors (top 10 if you have time), organize, classify and compare their information, and then extract the key points. This can save you a lot of time. However, this also has disadvantages, because the situation of the competitor and the company as well as the historical stages of both parties may not be on the same level. The copywriting function of 4A and other companies may be meticulous about every little detail, but that is the job of a very small group of people after all. Most people really don’t have much chance to write advertisements for Durex, and those who write advertisements for Durex may not necessarily be able to sell engineering equipment. We should master more eating skills to be more practical. Many people are puzzled. They don’t know why what they write does not arouse customers’ desire to buy, while what others write is not as good as their own, but the final effect is not as good as those copywritings that even have loopholes in word choice and sentence structure. This is a problem of marketing concept. I once worked in an Internet training company for a period of time, and everyone who had taken the training courses knew about success science. There are too many trainers who teach success studies, and their teams often release various promotional information on the Internet, WeChat , and QQ. We think these copywritings are very LOW, but they work year after year and support many training "experts" who survive only by talking. ●“The ultimate secret to success, teach you how to change your life!” ●“She went from sleeping on the street to owning a multi-million mansion! How did she do it?” ●“He loves eating at food stalls, even though he’s already on the rich list!” ●“Your potential is unlimited, you are unique!” Many people who write copywriting-like texts have no literary talent or vocabulary, but they have a very thorough understanding of what the target customers need and what they are thinking. Most importantly, they have been working on the front line, close to the customers, and they have also experienced the mood at that time, so they can grasp the target customers very accurately. Many copywriters read beautiful articles every day and pay close attention to websites that specialize in advertising for a long time. Friends often send me some advertising websites with beautiful layout and elegant style. They are pleasing to the eye, but they are not of much help. No matter how beautiful the idea is, it is useless if it cannot bring you orders. Maybe what you sell is wholesale cartons on a B2B platform. It is most important to be pragmatic and make use of limited words. How to satisfy customers? There is no such thing as a panacea in any industry. If you have never worked in the field of health care and elderly care, and you are asked to write a project copy about home-based elderly care, you will rack your brains but still be unable to write it. All of these require long-term accumulation and observation. When I first applied for a government project, I completed the entire report under the guidance of a senior. She has many years of experience in community work and elderly care, and is very knowledgeable about government needs. If I were the only one in charge, I would not be able to write about the significance of the pain points and the purpose of policy work. Many people have read the "Copywriting Training Manual". In the book, the author frankly stated a principle for writing moving copy: "You must become an expert in this industry, and you need at least a full week to investigate"! The author himself has very strong writing knowledge and experience. For newcomers who have just entered the industry, they may have strong writing skills, but are relatively weak in industry research and information analysis. Generally speaking, doing the following can greatly reduce the chances of your copy being rejected. 1. Record chat information Carry a recorder with you, or take notes casually, focusing on key words, write down what the customer says, and capture important segments to listen to repeatedly. I used to bring a recorder to meetings, and no one ever noticed over the years. 2. Capture the real intention Arrange the recorded keywords and classify them into tables, then extract important information and analyze the customer's true intentions. Like the example I gave above, because the client’s product registration is still under review, he only requires the current copy to be vague and confusing. 3. Analyze industry characteristics Find some promotional materials and related information from the same industry, and go to some statistical websites (such as iResearch) to check out industry trends. If you don't know much about an industry, be prepared to spend a lot of time reading industry trend reports and white papers. 4. Understand the end customer Who are the target audiences of the products and services? Create a portrait of them. It would be best if you could have the assistance of big data, but it doesn’t matter if you don’t have it. Just ask old salesmen more about the preferences of their customers. 5. Perform A/B testing I used to be a programmer, and over the years I have kept a habit of making A/B plans for my clients as long as I have enough time. Especially when dealing with important customers, I will prepare two completely different and unrelated proposals, A/B, so that the customers have room for choice and it will leave a deep impression. Get out of here, bad customer! It is difficult for us to find a way to satisfy any customer. A bad customer can easily make you lose your appetite and sleep. I recently read Michael Porter (creator of the Five Forces Model)'s "The Age of Self-Media : How Do We Do Marketing?", which begins with an explanation of the issue of customer quality. The book mentions: "If you don't want to lose your fighting spirit for the whole day, it's best to cross out the names of bad customers. We can't do everyone's business. Some people, even if we do their business, will make you irritable and noisy. Such customers actually bring you losses. This 'loss' includes psychological and emotional losses. It will eventually make you lose the mood to develop new customers with full emotions, and your career will also reach a low point." Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @懂号叔叔compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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