Short video operation | How to increase the purchase rate?

01. Clarify the purpose

Short video operations must be shot under the premise of a clear purpose, such as: increasing fans, attracting traffic, monetization, etc. Then we can choose what channels and content to produce in a targeted manner.

For example, last time, Mr. Tian helped us sort out the characteristics and suitable channels of 7 short video channels:

How can we achieve our operational goals?

Suppose you want to sell products through short videos.

So in order to achieve this goal, you should then think around the keyword "monetization" and how to get users to make transactions. For example, price advantages, limited-time offers, limited-quantity promotions, and high cost-performance ratios can all become a gimmick for your plans and copywriting.

02 Practice

After doing the preliminary preparation, we should start with the actual implementation. When writing the actual copy, you can start from the following six aspects and choose the appropriate angle to proceed.

(1) User thinking

Short videos have a very obvious feature, which is labels.

Whether it is an ordinary user or an enterprise or brand, each account will be labeled with one or more distinctive labels. This label determines that your video will be recommended to users with the same label as you.

So what we need to pay attention to when writing copy is:

From the audience's perspective, understand consumers' psychological needs and find out the characteristics of the audience.

Let’s take educational institutions as an example. Different audiences have different needs for knowledge. For example, different ages have different audiences.

Education institutions for minors aged 0-18 target their products at students, but most of the content promotion is centered around the children's parents.

So at this time, we can see that the beginnings of many educational institutions’ copywriting are often “Don’t let your children lose at the starting line…”, “If your children don’t work harder…”, “Final sprint, let your children…”…

Obviously, if these institutions want to make short videos, their target audience must be the children's parents.

Educational institutions for those over 18 years old will obviously not beat around the bush. Their direct audience is the users, so their copywriting directly addresses the audience's needs, such as "learning the core vocabulary of level 6 in 72 hours", "how to manage new employees...", "how to operate corporate short videos..."

(2) Magnify the pain points

What does your target group need? What products and services can meet these needs? What needs are still not being met? That is what we often say: meet existing needs and tap into potential needs.

You can tell him what he has lost to sell anxiety, you can also set up eye-catching titles and gimmicks to attract their curiosity, or you can have a reversal to liven up the atmosphere...

In short, only by magnifying their pain points will they become interested in your product or service.

For example:

"People of your age earn a million a year, and you're not worried?"

"After using this foundation, you will find the difference between powder sticking and non-sticking"

"What kind of life is it like to live in Beijing with a monthly salary of 100,000 yuan?"

"Three tips to save half your office time..."

(3) Product benefits

In fact, there is a very obvious misunderstanding here. Do many operators think that the more benefits there are, the more our users will like our products and the more it will stimulate their desire to buy?

In fact, there is nothing wrong with this statement, but for it to be true, there must be a premise: Are you sure that the advantage you provide to users is your "unique" advantage?

Everyone knows how competitive the market is now. If a restaurant has a good-looking environment and you take pictures of it, it may attract many friends to check in. But if all the restaurants on the entire street have good-looking environments, then is it still an advantage?

On the contrary, at this time, there suddenly appeared a restaurant on this road that served delicious pork elbows. Do you think everyone would remember it immediately?

The benefit to users does not lie in quantity, but in “differentiation”.

(4) Create a sense of picture

Simply put, it is to help users create a usage scenario. In the scenario you build, users can have the feeling of using your product. Never let users think for themselves. Use copywriting to fan the flames and mobilize users' emotions.

I personally prefer Li Jiaqi’s copywriting. He does not use simple and pale words to describe a product. Instead, he brings users into the entire usage scenario. He tells you: (This lipstick gives people the feeling that) after Zhen Huan came to power, she turned around and smiled, and said to those people, "I win."

It immediately brings users into the entire usage scenario. At this time, many female users should have already imagined themselves applying this lipstick in their minds.

There are many techniques and methods for writing good copywriting. In fact, its underlying logic is very simple, which is:

Say the right words to the right people at the right time.