Taking daily chemicals as an example, how to make your information flow copy stand out?

The products in the daily chemical industry generally have targeted and functional characteristics, such as skin care, care, washing and other products.
This results in its excellent material performance being very different from that of the previous e-commerce and gaming industries, especially in the writing of title copy , which also has its own distinctive characteristics.

Today, I have compiled for you the characteristics and precautions for writing titles in the daily chemical industry, and will talk to you about how to stand out among many similar and homogeneous products!
The title writing directions for the daily chemical industry include: problem/product type, news knowledge type, and discount activity type.

Problem/Product Type

Products in the daily chemical industry are generally targeted and functional. Among the titles in this industry, titles based on the perspectives of problem generation and impact, problem solving and product efficacy are the most common, and the results are also ideal.

From the semantic network analysis of the high-frequency co-word matrix, we can see that the problem/product type titles are mainly described from the following four aspects:

Provide solutions to problems (methods, tricks, experience)
The trouble (trouble, distress) caused by the prompt problem
Prompt the benefits of solving the problem (thick, clean)
The reason for the problem (reason, why)

The above different title directions can be freely combined according to the length limit of each title copy, such as:

Problem + Solution Benefit + Solution Problem + Cause Cause + Solution Problem + Cause + Solution

Next, I will introduce to you how to write for each direction of the problem/product type just mentioned! ;)

1. Methods

Starting from the solution that the product can provide to the problem, and emphasizing that the method should be easy to learn, simple, easy, correct, and effective.

This type of title is the most common among daily chemical titles because it can directly link product efficacy and problems, and is often used in combination with other methods.

Popular sentences/vocabulary and examples

Secret: "The secrets of shampoo you have to know"
Tips: "What are the hair dyeing tips of fashion experts for dyeing hair multiple times without damaging the hair quality?"
Tips: "Many people have used this trick to remove freckles"
Easy: "Share a method to easily remove blackheads"
Effective: "This is very effective for armpit odor"
Learn a trick: "If you have acne on your face, don't squeeze it with your hands. Learn a trick"
Tips: "A few tips to get rid of "underarm odor""
Teach you a trick: "Teach you a trick to moisturize your face in summer"
The method that went viral in WeChat Moments : "Hair loss is severe? The method that went viral in WeChat Moments"

The correct method is here: "Never squeeze pimples with your hands, the correct method is here"
3 steps/2 minutes to learn: "Learn 3 tricks to avoid hair loss troubles!"
Keep you away from ***: "Little methods to turn white hair into black keep you away from white hair"
***How ​​to change/do/handle: "What should I do if there is an unpleasant smell in the summer?"
*** is the key: "When you have spots, finding a solution is the key!"

2. Troubles

Starting from the troubles and annoyances that the problem brings to people, in order to arouse resonance among people who have similar problems and capture the attention of users.
The survey found that titles that trigger users’ negative emotions by describing the troubles that problems bring to people and then provide solutions are 176% more effective than titles that simply provide solutions.

Popular sentences/vocabulary and examples of embarrassment: "It's embarrassing to have a strong body odor in public"
Troubles: "Are you still worried about sweating in summer?"
Concern: "Are you bothered by thinning hair? Solve it in 30 seconds!"
Don’t dare: “Don’t dare to go out with a face full of spots?”

(Question) Makes you : "Does the bad smell on your body make you feel inferior?"
(The question) becomes : "Acne makes me ugly and older!"

3. Benefits

Starting from the benefits brought to people after the problem is solved, describe the relaxed, happy and anticipated scene after the solution.
Compared with simple didactic headlines, the effect of headlines that “create a beautiful and aspirational scene for users and provide a solution” is 251% higher.

Popular sentences/vocabulary and examples Want/want: "Want a soft and hydrated face?"
No more worries: "Thanks to this method, I no longer have to worry about the ugly baldness."

Do you want to? : "Do you want a light body scent?"
Want to have it ? : "How to have black hair?"
Ever since , : "Ever since I dyed my hair, my husband has never taken his eyes off me"

4. Reasons

Start with the causes of the problem and arouse people's curiosity and thirst for knowledge. Moreover, linking the product’s efficacy with its root cause can further enhance the user’s confidence in the product’s functionality.
The material analysis found that the effect of titles that emphasize treating the symptoms and provide solutions based on the cause of the problem is 242% higher than that of simple didactic titles.

Popular sentences/vocabulary and examples

Why: "Why are men more likely to go bald in middle age?"
Reason: "The reason for acne in different parts of the body is actually because of this"
Because: "Why do I get acne during my period? It's because of this"

Want to know the reason for ***? : "Want to know why you are always losing hair?"

News Knowledge

In addition to the above titles that approach the topic from the problem/product perspective, another commonly used type of title is the one that starts from the perspective of "popularizing knowledge", which downplays the problem/product itself and is more news-oriented.
News knowledge type does not have fixed sentence patterns and vocabulary, and often starts from some related knowledge points. The title alone does not show any traces of product recommendations, and the CTR effect is also good.

Discount activity type

The last type of title is the more familiar “discount activity type”, which uses attractive activities and discounts to attract users’ attention.
However, unlike the clothing category, an analysis of discount activity titles in the daily chemical industry found that such titles had poor CTR performance, significantly lower than question/product titles. This may be related to the fact that the purchase of daily chemicals is not easily affected by product discounts and activities themselves.

It is not recommended to conceive your daily chemical title from the perspective of discount activities, but if you finally choose to start from this perspective, you must provide sufficiently attractive activities and discounts.

Well, the above is the article that I have carefully compiled for you. It is suitable for many functional and problem-solving products. You can flexibly apply and practice it according to the characteristics of your own products! ~