To guide users to place orders, how to write the key ending of a product tweet?

The two key steps to "using copywriting to convince customers to place orders" are to stimulate purchasing desire and win the trust of readers. After completing the above steps, the merchant believes that the user's order is a done deal. Indeed, users’ vigilance has been reduced to the lowest level, and through constant external stimulation and guidance, users are just around the corner from placing orders.

But the problem is that many businesses are eager to post all of their company's promotional policies at once, but they simply polish the sentence and put it in the tweet without knowing whether the price is reasonable. They do not help readers analyze the pros and cons of the purchase, and there is no incitement or appeal.

This is where the problem lies in the last step. The first two steps had a brilliant appearance, but just because of the sloppy ending of the last step, the consumer gave up the order after careful consideration. Isn’t it a pity that all the previous efforts were wasted?

Today I want to introduce the last step of "copywriting to impress customers to place orders", which is also an important step in the key closing - guiding them to place orders immediately.

There are four methods introduced, namely price anchor, accounting, legitimate consumption, and time and quantity limits. I will introduce them one by one below.

"Guide to place orders immediately" mind map

1. Price Anchor

When price words appear in tweets, users are often very sensitive, such as a silk pillowcase priced at 399 yuan. Users will think: Is this really worth 399? Will it be too expensive? Got cheated?

At this time, the smart thing to do is to proactively explain the rationality of the price, give him reassurance, and make him feel more confident about the purchase. If the price is relatively expensive, we can set a price anchor point (external link): actively tell readers a very expensive price, and then show our "low price", readers will feel it is very affordable.

Example: This is a copy for a juicer

(Background) This juicer is priced at 298 yuan, but there are many juicers on the market that cost more than 100 yuan, and their capacities are similar to this one. So how can consumers accept the price of 298 yuan?

Currently, the juicers with good reputation in the market cost at least five or six hundred yuan (the price anchor point mentioned first), and the more expensive ones cost thousands of yuan (anchor point), but the price of this one is really affordable, only 298 yuan. This price is the price of drinking a dozen glasses of juice outside (and it may not be real juice), but you can drink your own freshly squeezed juice every day all year round, and you can mix and match the flavors as you like!

2. Settle the Accounts

When you ask readers to place an order, a scale will vaguely appear in their minds, with the value of the product on one side and the price of the product on the other. They will only place an order when they are sure that the value is greater than the price.

If you let him do the math on his own, the outcome will be unpredictable and he may give up on the purchase. Instead of letting him "have wild thoughts", why don't we help him do the math?

There are two ways to make him feel it is a good deal: 1. Spread the cost, that is, when the product price is relatively high, we can divide the price by the number of days and spread it into one day's cost, which will make him feel it is a good deal. 2. Save money. That is, if the product can save water, electricity, etc., we help him calculate how much he can save every year or over a few years, so that he feels that he can "get his money back" quickly and it feels very cost-effective.

Example: This is a copy of a dishwasher

Nowadays, home appliances are very durable. A dishwasher can normally be used for more than five years. At a price of 2,800 yuan, it only costs 1.5 yuan per day. Based on the current labor cost prices, where can you find a cleaning lady to help you wash dishes for 1.5 yuan?

Example: This is a copy about ordering organic rice.

The subscription price is 2700 yuan per year, and 15 catties is delivered per month

If you order our organic rice now, you can enjoy a 30% discount. After harvesting, the rice is stored in low-temperature warehouses and processed and delivered according to your needs every month. If your family is not eating organic rice now and you are worried about the price, let me tell you that it only takes about 30 yuan per person per month, which is the price of a McDonald's meal. It's very simple, right?

At this time, we can't just apply the daily calculation method, because if we divide 2700 by 365 days in a year, we will find that it costs 7.4 yuan per day, which is not very cheap.

Therefore, the author believes that even if you don’t eat organic rice, you still need to eat ordinary rice. However, ordinary rice costs about 1,600 yuan per year, so it only increases by 1,100 yuan per year. Divide it by 12 months and then by a family of three, and you can conclude that each person only needs to increase by 30 yuan per month.

3. Proper consumption

You see a product that is exquisite, powerful, and can bring more enjoyment to your life, and you are very tempted. However, you find that the price is a bit high, so you reluctantly close the interface and give up on buying it.

When users buy luxury products, such as high-end digital products and high-end household items, they will strictly control their budget, and the result may be that they will not buy them.

You have to tell readers that they are buying the product not for personal enjoyment, but for other legitimate reasons, to eliminate their guilt and get them to place an order as soon as possible.

We need to know that "legitimate consumption" includes these 4 types:

1. Progress: improvement of thinking and learning, improvement of abilities, expansion of personal network, career development, etc.

2. Gift giving: Give gifts to friends, business partners, and family members to express gratitude; give gifts to the male god or goddess in your heart to win their heart, etc.

3. Health: Enhance physical fitness, reduce the risk of disease, and eliminate the pain of illness.

4. Children: Ensure that children grow up healthily, have good conduct, are smart and outstanding, and have a bright future.

Example: This is the copywriting of a lighting eye protection lamp

Your child has to study hard for 12 years from primary school to college entrance examination. A professional eye protection lamp will help you protect his eyes for 4,380 nights.

Now, this desk lamp is launched on this platform for the first time, and we have secured an exclusive discount for you. The original price is 568 yuan, and the current price is 368 yuan.

As a dad, I deeply understand that children cannot plan their future by themselves. Every decision you make now may affect their whole life. I think no matter how many beautiful clothes I buy for my child, it is better to give him a pair of bright eyes.

4. Limited time and limited quantity

Tell readers that the current discount is limited in time and quantity. If they miss it, the product price will increase or even be sold out. This forces them to make a decision immediately.

There are three common types: 1. Limited time, for example: special price of 680 yuan, the discount ends on October 31st, and the original price will be restored to 980 yuan from November 1st. 2. Limited quantity, e.g. 125 boxes of special-priced products will be delivered while stocks last. The first 80 customers who make reservations will receive an extra gift. 3. Restricted identity, for example: this discount is only limited to teachers and college students.

Example: This is the copywriting for an online “Millions of Customers” course training class.

This training will be the last practical training in the past three months. The mobile Internet world is changing rapidly and fleeting. 1 month = 1 year. This is the fourth session. See you in 3 years!

To ensure the quality of teaching, this training is still limited to 50 people, but 34 people have paid and made reservations in advance, so there are only 16 seats left. Whether you can grab a seat depends on your luck.

(Attachment)

"Stimulate purchasing desire" mind map

"Winning Readers' Trust" Mind Map

Source: Media Box Diary