The golden rule of sales copywriting: how to guide users to place orders immediately

Finally, you dispelled the customer's concerns, and she added the items to the shopping cart and prepared to take out her wallet to pay.

At this time, consumers often weigh the benefits of purchasing the product and the pain of losing money. So he began to hesitate and consider whether he really needed to complete the purchase.

At this time, you can use the following tricks to guide customers to place orders:

1. Reduce user decision-making costs

This month's budget seems to be over budget, why not wait until Double Eleven to buy (money cost)

If I buy this bag, will others think I am showing off? (Image cost)

Is this instrument too complicated? If I can't learn it, it might just sit there unused (learning cost)

This course is good, but it requires registration and a referral code, which is troublesome (action cost)

This cake is really delicious, but you will definitely get fat after eating it, so it’s better not to buy it (health cost/image cost)

…

Forget it, let’s not buy it!

You see, your users are so conflicted when it comes to paying in the end. Li Jiaoshou once proposed the six major consumer costs that ultimately influence consumption decisions: including monetary cost, image cost, action cost, learning cost, health cost, decision-making cost, etc.

As a marketer , you need to accurately identify the costs that consumers may have to pay and "compensate" them to reduce their consumption costs so that consumers will place orders without hesitation.

2. Price Anchor

The price anchor point was proposed by Tosky in 1992. He believed that when consumers are unsure about the price of a product, they will adopt two very important principles - avoiding extremes and seeking comparisons - to judge whether the price of the product is appropriate.

1. Avoid extremes

When there are 3 or more choices, many people will not choose the lowest or highest option, but will prefer the product in the middle.

2. Seek contrast

Someone did an experiment in which they divided consumers into two groups and asked each group how much an anti-inflammatory drug was worth.

Group A: How much do you think this box of anti-inflammatory medicine costs? Then the result was that most of them were estimated to be around 50 yuan.

Group B: Do you think the price of this box of anti-inflammatory medicine is higher or lower than 500 yuan? Then the result was that even though everyone in Group B felt that the cold medicine could not possibly cost 500 yuan, they still estimated an unreasonably high price: 200 yuan.

Here, the "500 yuan" that Group B consumers were asked at the beginning is an anchor, which increases consumers' valuation of the product, and everything happens hidden and subtle.

Restaurants also have this little "trick" when designing menus: the first dish on many menus is an "anchor point", and its price is deliberately set very high to make other dishes seem cheap.

If a pot of spicy crayfish is priced at 218, then the 48 yuan boiled pork slices behind it seem to be a very good deal.

When consumers are unable to judge the value of a product, they will choose similar products for comparison. For example, the price trends of hot-selling products among similar products will give you a standard for measurement.

By using price anchoring tactics, or using product comparisons and hints to create an illusion, consumers can be persuaded to recognize the value of the product, thereby encouraging them to place orders.

3. Accounting Comparison

When your consumer is ready to pay, she may start to do the math. She may think that she already has something similar at home and there is no need to buy it, or she may think that it seems a bit expensive.

At this time, you might as well help her to settle the account.

"Hot-selling Copywriting " describes two ways of calculating that can make consumers feel it is a good deal - splitting the bill and saving money.

1. Spread evenly:

When a product is durable but relatively expensive, we can divide the price by the number of days it is used and calculate how much it costs per day, which will make it feel like a good deal.

For example, a dishwasher costs 2,800 yuan, which is almost the same price as a mobile phone. When you tell consumers that it only costs 1.5 yuan a day to free them from a greasy kitchen, they will no longer worry about the price.

This is a trick that course sellers like to use, where they split the 199-yuan-a-year course into 50 cents a day.

2. Save Money:

If a product saves water, electricity or replaces other consumption, help him calculate how much money he can save every year or in 10 years. When he finds that he can get his money back quickly, he will feel that it was a good deal to buy it.

For example, Ziroom Apartment’s “Live in Ziroom and no rent increase for three years”.

Everyone knows that the price of Ziroom Apartments is actually quite expensive, and it has no price advantage at all. However, compared with the rent of many peasant houses and community houses that increase every six months, the point of no rent increase for three years seems to save money for the residents all at once.

In addition to these two methods, you can also increase the added value of the product to make consumers feel that they have made a profit.

Take a look at Lancome ’s Double Eleven promotional advertisement. A single bottle of the Little Black Bottle costs 1,480 yuan, but if you buy one, you can also get 9 other products at the same time. It feels like consumers have made a lot of money.

4. Scarcity (limited time, limited quantity, limited identity)

This should be a tried and tested trick.

Limited time, limited quantity and limited identity are actually about creating scarcity of products or discounts, and using hunger marketing psychology to encourage consumers to complete their purchases.

There is a Ginza gentleman's suit shop in Tokyo, Japan. Their promotion policy once caused a sensation in Tokyo.

They first set the time for the discount sales, with 10% off on the first day, 20% off on the second day, 30% off on the third and fourth days, and then decreasing every two days, with 20% off on the thirteenth and fourteenth days, and 10% off on the last two days.

The cheapest time may be the last two days, but in reality, there are not many guests coming on the first day, and most of them leave after looking for a while. They started coming in groups from the third day, and when the fifth day offered a 40% discount, customers came like a flood and started buying things. After that, the store was packed with customers every day, and all the goods were sold out before the 10% discount was offered.

There is also a store for seven-year-old children in Italy, which sells all kinds of food, clothing, and toys for children around seven years old. The store stipulates that customers entering the store must be children under the age of seven, and adults entering the store must be accompanied by a seven-year-old child, otherwise they will be refused entry.

Parents with 7-year-old children at home are eager to see what the store sells, and other parents will lie that their children are 7 years old and enter the store to buy goods.

Their business became more and more prosperous, and later, they opened more than 20 similar stores. This time, they were not for children, but various replica versions, such as stores for newlyweds and young people, stores for the elderly, stores for pregnant women, etc., and no one else was allowed to enter.

This practice of restricting identity, on the one hand, attracts everyone's interest, and on the other hand, highlights the privileges of the corresponding group, which can actually encourage purchases.

When it comes to restricting identity and creating scarcity, we have to mention the DR diamond ring: a man can only customize one in his lifetime.

The DR diamond ring (Darry Ring) brand has set a romantic rule since its inception. A man can only customize one ring in his lifetime with his ID card, and give it to the woman he loves the most in his life, which means "one true love in a lifetime." When purchasing, you sign a lifetime true love agreement which cannot be changed for life.

5. Usage scenarios

Have you noticed that most of our consumption is impulse buying? This skirt is beautiful, and I really want this juicer, so I put these things in the shopping cart immediately, but I haven’t placed the order yet.

Why? Because we are missing a scene where we will use them immediately.

Don't tell your readers that it's available at any time. You should design these possible scenarios for consumers and help them imagine the happiness and pleasure they will immediately get from owning this item.

When the slow cooker was first introduced, I was particularly interested in it because I thought it could save time in cooking porridge.

The copy further elaborated on these scenarios, such as having fresh and clean food when traveling outdoors or taking children on a picnic, and having a bowl of delicious soup in your slow cooker while others are eating instant noodles on a long business trip by train. These scenarios contributed to my final purchase of this slow cooker.

Another example is the classic travel agency copy:

When you are writing a PPT, cod in Alaska are jumping out of the water. When you are looking at a report, golden monkeys in the Meili Snow Mountain are climbing to the top of the trees. While you are squeezing into the subway, the mountain eagles in Tibet are circling in the clouds. While you are arguing in the meeting, the backpackers in Nepal are sitting around the fire with their glasses of wine.

There are some roads that you cannot walk on wearing high heels, some air that you cannot smell even if you spray perfume, and some people you will never meet in an office building.

The copywriting of this travel agency is really classic. It calls on people to step out of the office and see the world through the contrast of two scenes.

Well, the above is my learning and thinking on the part of sales copy “guiding consumers to place orders quickly”.

At this point, the four golden rules of sales copywriting have all been shared. Let’s review them together:

1. The title is eye-catching. The Four Golden Rules of Sales Copywriting (I)

A good title should allow valuable information to be spread unimpeded. If a title cannot attract people to click on it within 3 seconds, then it will never have a chance to be on the stage.

Therefore, we can make good use of these 10 powerful headline types: digital symbols, interrogative questions, following hot topics, practical information , conversations with friends, surprise offers, dramatic conflicts, suspense and curiosity, contrast rules, and matching the titles.

2. Stimulate the desire to buy. The Four Golden Rules of Sales Copywriting (Part 2)

Copywriting does not create the desire to buy, but stimulates the desire to buy. To achieve this goal, you can use the following 6 methods.

1) To occupy the senses, the copywriting should have a sense of picture;

2) Fear appeals, scientifically scaring consumers;

3) Social recognition, creating prosperity and popularity;

4) Rationalize purchases and make consumption justifiable;

5) Self-actualization, which includes a personal sense of self-worth as well as recognition and respect from others.

3. Gain the trust of readers.

If stimulating purchasing desire is to find emotional basis for customers to buy, then winning the trust of readers requires the copywriter to present rational evidence to customers.

Here, I recommend four methods: authority transfer, factual proof, customer testimony, and resolving concerns.

4. Guide customers to place orders immediately.

Before finally placing an order, consumers often weigh the benefits of purchasing the product and the pain of losing money, and they will begin to hesitate. At this time, you need to guide customers to place orders immediately:

1. Reduce user decision-making costs (including monetary costs, image costs, action costs, learning costs, health costs, decision-making costs, etc.)
2. Price Anchors (Avoid Extremes and Seek Contrast)
3. Comparison of accounts (equalization mode and saving mode)
4. Scarcity (limited time, limited quantity, limited identity)
5. Usage scenario (help readers design a consumption scenario)

At this point, a good sales copy has taken shape, but there is still a long way to go.

The deepest meaning of a piece of writing comes not from what is said, but from what is left unsaid. This requires us to keep exploring and trying. Although we cannot touch it, we can learn it.

That is all!

The author of this article @木木老贼 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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