7 copywriting routines that will help your sales skyrocket, save them all!

Attracting strangers with 10 words is a skill that everyone needs to master!

Night enzyme is a weight loss drug for girls from Japan. Currently, there are two cross-border e-commerce platforms selling this product. Putting aside the price factor, as a user, which platform would you choose to view the detailed introduction of night enzyme products?

I believe many people would choose to go to the e-commerce platform on the left to learn about this night enzyme!

"Losing weight while sleeping" is a simple and easy way to lose weight, which is what many girls want to achieve. The title of this product hits the hearts of girls very rudely.

On the other hand, the product titles on the e-commerce platform on the right are not very interesting.

You understand every word of "Shintani Enzyme NIGHTDIET Sleeping Enzyme Beauty Pack, Two-in-One for Beautiful Skin and Weight Loss", but you don’t know how this product is related to you, nor do you know what the effect is. You have no interest in continuing to read the product details.

01. Attract strangers with 10 words

According to the AI ​​DA marketing communication model (the entire process from when consumers are exposed to marketing information to when they complete a purchase), if you want to increase the traffic conversion of your product, the first step you need to take is "Attention" - attracting the user's attention.

The key to achieving this step is to optimize the 10-20 word product title displayed on the page and use 10 words to attract strangers.

In the previous case, the product copy of the night enzyme on the left is from Xiaohongshu , and the product packaging of the night enzyme on the right is from NetEase Kaola Mall. It has to be said that Xiaohongshu, a cross-border e-commerce platform that started as a community, is indeed well aware of user needs in terms of copywriting packaging.

In order to analyze the writing style of product packaging copy on Xiaohongshu, I specifically asked a friend who writes copy on Xiaohongshu, and then she gave me a screenshot and a paragraph in a very Buddhist way.

"The internal requirement is that the product title should be within 10 words to extract the core selling point, and the product description should be within 50 words. Usually we need to dig into user notes, read user sharing, and extract 3-4 selling points of the product."

02. Two types of people who have purchasing needs

Nowadays, material goods are extremely abundant, and there is a wide variety of products on e-commerce platforms. There are two types of demands that can motivate users to make purchases.

1) Purchase according to planned needs - for example, buy King Dragon Fish sunflower oil for your family. This kind of purchase demand can usually be met by search engines .

2) Purchase based on temporary needs - for example, buying a bag while browsing an online shopping platform. This type of purchase usually requires copywriting packaging to guide it.

From the standard texts used by female users to show off their bags and cosmetics on Weibo and WeChat : "planting grass" and "buying sprees", we can see that temporary needs account for a large proportion of consumption.

So the question is, how can you make your products (services) more desirable through copywriting packaging, so that users will generate purchasing desire while browsing?

After observing nearly a hundred product copywritings on Xiaohongshu, I summarized 5 commonly used copywriting routines.

03. Use analogies

The knowledge that familiar things already exist in people's minds can evoke specific associations.

In their consumer lives, people already have similar and relatively fixed impressions of certain brands . Using analogies can simply, directly and quickly allow consumers to establish a preliminary understanding of unfamiliar products.

Here, let’s take a look at a copywriting packaging case that uses analogy.

On the left is the copy from Taobao Global Shopping, which is a list of keywords , a bunch of text stuck together. The purpose is to make the product happen to appear on the search results page when consumers search for words such as "oil control, moisturizing, Japanese toner, lotion".

On the right is the copy of Xiaohongshu "The cheap version of the magic water - Jia Mei Yan Rong Lu". As a straight man, I don’t know what this Jia Mei Yan Rong Lu is for, or how awesome it is in the cosmetics industry.

However, when I saw the "cheap version of magic water", I could quickly judge its efficacy and characteristics, and became interested in purchasing it.

The so-called analogy is to compare something that is not so familiar to everyone with something that everyone is familiar with. Simply put, it is to use familiar things to explain unfamiliar things to everyone.

When seeing the magic water at a very low price, straight men like me will start to be tempted.

04. Use scenario method

A juicer has many selling points, such as easy to clean, large diameter, high juice without residue, easy to disassemble and assemble, green and hygienic...

If you simply display these selling points, users’ feedback will mostly be “Oh, that’s great, but I don’t really need it.”

So how do we convince them at this time?

Find the usage scenarios of the product and experience the product like the users do. This way you can know in what scenarios users will use your product and what kind of feedback they will get after using the product.

For example, when packaging a juicer, you can describe the scene of getting up in the morning and squeezing carrots to maintain your skin, and going home from get off work in the evening and squeezing watermelon juice to quench your thirst, and squeezing lemon juice for your children to stimulate their appetite on weekends. In this way, users will give different feedback.

"Well, one for you."

Similarly, users cannot actually experience the product when shopping online. We need to use text to help consumers build a virtual usage scenario, arouse consumers' scene associations, and thus trigger their desire to buy.

For example, for the steam cervical vertebrae, waist and abdomen patches sold online by Xiaohongshu, Kao’s copywriting sets the scene at “before bedtime”, allowing consumers to experience the use of this product before bedtime.

Consumers are unconsciously brought into a familiar scene, and it seems that their shoulders and waist are relaxed before they even use it.

"Wake up to fragrance every day", the copy of this product sets the scene in the bedroom. Let everyone imagine how wonderful it would feel if they could wake up to the fragrance when they are still troubled by "morning grumpiness".

Such a scene setting reminds consumers of high-quality life and status, so what they buy is not a bottle of fragrance, but the possibility of improving the quality of life.

05. Convenience of use

If there are two products that can meet your needs, one of which only takes 1 day to achieve the desired effect, and the other takes 10 days to achieve the desired effect, which product would you choose?

People are lazy, I believe you will choose the one that produces quick results. This is also the most commonly used method among the copywriting packaging methods used by Xiaohongshu - "convenience".

Girls need to spend a long time dressing up every morning. If there is a facial mask product that says "take care of your skin in 60 seconds in the morning", I believe you will be tempted and click to see if it is really that magical.

On the Xiaohongshu platform, there are other examples of using convenience to package products:

A very ordinary slimming water is packaged as "you can lose weight without moving", a leg slimming cream is packaged as "slimming legs in ten minutes", and a repair essence cream is packaged as "repairing all damage overnight".

06. Use the popularity

"839,293 women have already bought it", "Sales leader for 11 consecutive years", "Sales exceeded 1 million bottles", "Sold out", "Hotly snapped up", "A century-old brand", "A must-have on the street", "Sales champion"...

People have a herd mentality. When we use these keywords to explicitly and implicitly indicate that the product is popular, users will involuntarily want to buy it more. They will start to convince themselves:

"Everyone else has bought it, so I have to buy it too!"

"So many people bought it, it should be reliable!"

Describing "best-selling" can both stimulate purchasing desire and win readers' trust. This is a two-birds-at-one-stone approach, and Xiaohongshu will naturally not miss this opportunity when writing product titles.

07. Use identity

“Ideal self” – the person you imagine yourself to be.

Meeting the needs of a user's "ideal self" is a greater driving force than meeting the needs of their "real self".

If your products and services can help users achieve an ideal state, then describe this state as much as possible in the packaging copy.

For example, every female user's ideal self is to have good skin. In response to this, Xiaohongshu has launched the following campaigns: "Develop smooth, milky white skin", "Look 10 years younger than others", "Be as white as a ray of light at any time", "Make your whole body glow", "Turn into smooth egg-like skin in seconds", and "Skin whiter than snow".

For example, every female user dreams of having a good figure, so Xiaohongshu has launched copywriting such as "Rely on this to get a D cup", "Slim like a flash of lightning", "Apply it to get slender and white legs".

For example, when the Operations Research Society was packaging its user operations course, it wrote the copy as "a position closest to the operations director ." After all, everyone who does operations hopes that they can become an operations director.

In addition, there is a simplest and most brutal way to apply the identity recognition law - "the same style as celebrities".

If a user recognizes a certain celebrity/ KOL , then anything the celebrity uses will make him "attention" (and even trust). Xiaohongshu also spares no effort in using the "same style as celebrities" writing routine.

"Fan Bingbing's recommended series of masks", "The same skin-friendly and soothing mask as Lin Yun's", "The mask that Yang Mi also uses".

Okay, here is a summary of the product title copywriting and packaging routines that Xiaohongshu uses to attract user attention.

1) Use analogy. Allow users to use familiar things to quickly understand and evaluate the product.

2) Use scenario method. Let users know what benefits they can get from using our products under what circumstances.

3) Ease of use. Let users feel that they can achieve their set goals easily and quickly.

4) Take advantage of sales potential. Let users feel that this product is very popular and many people around them are using it.

5) Use identity recognition. Let users see their ideal selves and tell them that the product can help them realize their dreams.

This is the end of our content on copywriting packaging skills!

I really hope this helps.

Author: Chen Weixian , authorized to be published by Qinggua Media .

Source: Operation Research Society (ID: U_quan)