Learn 5 high-conversion marketing tactics from Pinduoduo’s copywriting tactics

Pinduoduo, a new internet celebrity and a three-year-old giant baby in the e-commerce world, has a copywriting style that can be described as a fresh and unconventional debris flow in the marketing circle.

"The boss ran away!", "It's a huge loss, if you don't grab it, you are not a Chinese!", "Crazy flash sale, grab it at 10% off"...

While Taobao and JD.com are using concepts such as "new fashion" and "quality selection" to position themselves for consumption upgrades and occupy the minds of the middle class, we look back at Pinduoduo's copywriting, which is as simple and crude as a mudslide.

Back to the point, regardless of whether it is crude or not, the conversion rate of Pinduoduo's copywriting is extremely high. A top tweet can bring an average of 400,000 GMV (sales) to the platform, making it a heavyweight resource position that major merchants are competing for. What is the secret of its copywriting? It took me two days to count 72 tweets from Pinduoduo 's official account and summarize five major marketing routines. Although e-commerce sales marketing and brand marketing differ in means and methods, they have similar insights into user psychology.

1. Absolute Low Price Method - The Power of Numbers

Among the 72 tweets, words that refer to absolute low prices, such as "1 yuan flash sale", "starting from 3.9 yuan", and "3 pieces for 9.9 yuan with free shipping" appeared 68 times, accounting for 94%. This shows that the absolute low price method is Pinduoduo's best trick.

Of course, the absolute price advantage is itself Pinduoduo's most notable feature compared to competing platforms such as Taobao and JD.com. Pinduoduo requires all its suppliers to guarantee the "lowest price on the entire network", which is an unspoken rule in the industry.

What can marketing practitioners learn? Learn strategies for working with numbers . Users are naturally sensitive to numbers. From a visual psychology perspective, numbers have a natural advantage in capturing user attention.

Another benefit of numbers is that no matter whether the numbers themselves are true or false (because users often don’t look into it carefully), as long as numbers are used, the copy will appear more reliable and authoritative.

Obviously, the title of my article, "A review of 72 tweets and 5 marketing tactics", was copied from Pinduoduo.

2. Relative Low Price Method - Comparison and Price Anchor Point

In addition to its absolutely low prices, Pinduoduo is also very good at making comparisons. “Beautiful clothes that originally cost hundreds of yuan are on sale today,” “They only cost a few yuan in supermarkets, but here they are all for just a few yuan,” “The prices are much lower than those in the supermarket near my home.”

The most common trick is to compare the original price of the product with the current promotional price, as well as to compare the price of offline supermarkets with the promotional price, in order to highlight the price discount. This kind of comparison has two advantages. The first is that the high original price highlights the value of the product. Second, with the original price for comparison, the promotional price looks very attractive.

Psychology actually has a practical application in marketing, called "price anchor". The main point is that when a consumer has no way of judging whether the value is high or low, he will choose some products that he believes to be of the same type for comparison, so that he has a measurable standard. The price anchor point is the benchmark for commodity prices. Companies use various marketing tactics, hints and comparisons to create an atmosphere and influence people's value assessments.

It is obvious that Pinduoduo is a master at applying comparison and price anchoring strategies. This method of comparison can be applied in many places. For example, the second-in-command in an industry often likes to compare itself with the first-in-command in marketing in order to highlight its own value. When doing marketing, less famous stars often like to bring along more famous stars, which is also the power of comparison.

3. Time-limited and quantity-limited method - scarcity and anxiety

Scarce things will always be sought after.

"Limited to 1,000 copies", "Loss in just one day", "Hurry up and grab them now", similar words appeared 33 times in Pinduoduo's 72 copywritings, accounting for 45%. On average, one in every two tweets uses the limited time and limited quantity method.

Opportunity is rare and will never come back. This may be the mentality of most consumers when facing these marketing copy. Pinduoduo is also taking advantage of its artificially created scarcity and the anxiety it generates to shorten users' shopping decision-making process and facilitate orders as quickly as possible.

This method can be applied in a wide range of fields. For example, in event marketing , gifts are given to the first 100 people; in game operations , various appearance skins are sold in limited quantities. Ultimately, whether it is limited time or limited quantity, it is using scarcity to create a sense of urgency, so that users can act quickly.

4. Social word-of-mouth method - Recommendation from friends

The huge commercial value hidden in the social relationship chain was demonstrated by WeChat business in the past and tested by Pinduoduo in the future.

"Friends are all using it, why don't you come and take a look?", "Netizens have personally tested it and it works well", "They are all eating these snacks, why not have some too", Pinduoduo's copywriting is extremely colloquial, as if your friends are really selling Amway to you.

So, why is the recommendation from friends so useful? On the one hand, when people are hesitant, they often refer to the choices of people who are similar to themselves. This is an instinctive social attribute of human beings. On the other hand, the word "friend" often means friendliness and closeness, and it is very difficult to refuse the request of a friendly and intimate friend.

Anyone who is engaged in marketing can use social marketing. Things like XXX that all friends say are good and XXX that all friends are using/playing are all tried and tested routines.

5. The Law of Heaven and Hell—Desire and Satisfaction

Those who believe go to heaven, and those who don’t believe go to hell. In this method, Pinduoduo has only learned the half of “creating heaven”.

"Use these products and your appearance will instantly improve by several levels!", "One wipe and your skin will instantly become whiter", "One patch and you will instantly lose 5 catties"...

Although the words are exaggerated, the essence is a deep insight into consumer needs. What do consumers want? What does he really hope to gain through consumption? Insight, understanding, then meet his needs and create a paradise for him.

To put it in a more sophisticated way, this method is "using consumption to create a vision of an ideal life." This idea of ​​linking consumption patterns with future living conditions is something that major domestic and foreign brands have mastered to perfection.

In fact, anyone who can skillfully use Pinduoduo’s 72 copywritings and 5 marketing routines ( frequent use of numbers, clever use of comparisons, limited time and limited quantity, social Amway, heaven and hell ) will be a qualified marketing insider! If you can also arrange and combine or innovate, you can basically handle 80% of the marketing plans on the market.

Source: Chai Ji