How to write a countdown short copy?

During the Double Eleven period, when others were busy shopping, I was working on the copywriting for the event. I squeezed my brain juice out of it in one day and wrote 8 countdown copies, and also designed the poster.

First, let’s put the picture together to get a feel for the series of texts:

background

During the Double Eleven period, Chaos University planned a big promotion event, and the Guangzhou branch cooperated with the headquarters in publicity and operation . The day before Double Eleven, we decided to add the task of continuing to warm up the campaign with copywriting the day before the event started, so we started planning and finally decided to warm up the campaign with a series of countdown posters.

Purpose

I made a series of copywriting. On the one hand, I needed to highlight the selling point of Chaos University, and on the other hand, I needed to combine it with the countdown numbers 8-1. It was much more difficult than a simple theme series, but it was also an exercise.

Ideas

Find product selling points → Analyze reading scenarios → Determine copywriting conversion strategy → Copywriting → Poster design

Find product selling points

The first step is to consider what kind of information our poster needs to convey to users, so as to encourage users to convert into paying users . One direction I'm thinking about is as follows:

Product perspective: (Thinking from the perspective of 4P)

• What is the positioning of our products?
• What are the selling points of the product?
• How are the selling points of the product presented on the product?

for example:

• There are many famous tutors in Chaos University, such as Li Shanyou, Wei Zhe, etc.
• The courses are taught by offline instructors + online live interaction

User perspective: (Thinking from the perspective of 4C)

• Who is the user?
• What are the user needs?
• How do we meet the needs of users?
• What feedback do users have?

for example:

• Users want to learn business models and operations
• Users are very satisfied after learning and find it useful in their work and life
• In order to let users learn the underlying knowledge, we spend 2-3 months polishing a course for users.

At this point, we can get two lists, one is the product selling point list and the other is the user demand list. A basic series of copywriting is almost enough.

But the countdown series of posters is not over yet, and we still need to think about the following questions:

• What words can be used to describe the numbers 12345678?
• What connections can there be between numbers and their expansions and the two lists?

For example, I would like to expand Lenovo 8 to mean “8 hours of work” and Lenovo 3 to mean “three visits to the thatched cottage”.

Finally we can get 3 lists and the association between them.

Analyze reading scenarios

The second step is to consider the scenarios in which users read the copy.

• Where will users watch?
• What would the user be doing at the time?
• How much time do users have to read the copy?

According to this plan, most users will see these posters through two channels , WeChat groups and Moments , with Moments being the main channel. In the Moments scenario, users are scrolling through information streams , and the reading time for a message is usually only a few seconds.

Copywriting conversion strategy

When reading in a short time, the corresponding copywriting strategy is naturally to attract attention first.

• The main copy should not be too long, basically controlled at about 10 words, and the number of lines should not exceed 3.
• The main copy itself needs to arouse curiosity, make the reader feel interesting, and be interested in continuing to read the other contents of the poster carefully.
• The poster design should be as simple as possible, highlighting the numbers and main text, and choosing stimulating colors.
• Other text simply describes the event and directs users to the event details page.

Copywriting & poster design

Now, you can take the three lists and write the copy according to the strategy.

Then optimize it according to the actual scenario, and make corrections and adjustments based on some principles of short copywriting. (In fact, from the 8 posters above, you can see that I have been making subtle adjustments during this period)

Final Forming

Areas for improvement

Of course, there are still many areas for improvement:

• Plan this part of the work in advance, and carry out all the work in advance, leaving time for flexible adjustment and optimization.
• In fact, posters can be made better. If there is a designer, you can let the designer take on this part of the work and design the poster in advance according to the content, instead of making it as simple as possible like I did due to design level and time constraints. At the same time, the copywriter can concentrate on the copy.

Summarize

Double Eleven has been over for a long time, but this countdown series of copywriting is a new attempt and challenge, as well as an exercise.

When I was writing the copy, I wanted to find some references for the countdown series of posters, but I found that there were no references. Most of them were simply countdown 321. The better ones would have a sentence of copy attached, but they did not integrate the numbers and the copy. I felt it necessary to review this.

This article was compiled and published by @湘尘 (Qinggua Media). Please indicate the author information and source when reprinting!

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