1. How to distinguish smug copywriting?
2. How to write a profitable copy
3. Take stock of copywriting resources suitable for Xiaobai's study
1. What does that smug copywriter look like?
Many copywriters equate copywriting with creativity and copywriting. As a result, the world outlook determines the methodology: every morning, set aside 1 hour to sit in front of the computer, study the advertising language of various world brands, and dream of writing a copywriting that is widely circulated by the world one day, such as "a brick and a stone will last forever". Imagine how many people know this slogan but don't know its brand is De Beers. There is a set of scientific marketing logic behind valuable copywriting, but most people only see the most superficial layer, which leads to a person's carnival-self-satisfaction.
What is smug copywriting? Let me give you a few examples to understand:
Example 1:
Classic case of copywriting: sweeter than first love
analyse
Scene: Comparing the sweetness of apple to the sweetness of first love will definitely bring back good memories, and then buy buy will buy it.
Reality scene: roadside fruit stalls are generally placed near the vegetable market, and all the people who often visit the vegetable market are old ladies. If you think about the taste of grandchildren's first love, it is better to write 3 kg and 5 yuan to attract them more.
Example 2: Xiaomi weighing scale
Li Jiaoshou cited an example about Xiaomi weighing scale in the article X-type Copywriting and Y-type Copywriting. Try to analyze the following text and say what is the relationship between weight and healthy life? Life is healthier because you weigh yourself every day? Obviously illogical, and starting from the product itself, this copy does not have any product attributes, so we can sum up a knowledge point of writing a copy: a complacent copy often uses a bunch of adjectives to build a selling point.
I played a joke on you. In fact, the product page of Xiaomi weighing scale is like this:
"100g, the perceptual accuracy of drinking a glass of water" directly points out the product attributes with accurate measurement, and intuitively makes users feel this selling point.
Example 3: I like to use uncommon words, idioms and quotation marks.
If you invite a friend to dinner, he asks which restaurant you are in, and then you tell him that I & Conform & % ..., what a jerk, how to pronounce this word ",after you think about it, turn around and tell your friends that I will wait for you at KFC.
Example 4
Nowadays, many companies in the official WeChat account are always sending tens of millions of financing articles, which are grandly opened ... This is also smug.
What did you write:
What users want to see:
For another example, take training institutions as an example.
Think about whether we usually collect leaflets on the roadside or watch LED advertisements. The copywriting of training institutions can not be separated from the words "strong teachers and similar teaching materials". Then I would like to ask how professional and powerful it is. Everyone has a different understanding of the corresponding major. Some people think that piano band 8 is a major, while others think that piano 10 is a major. This kind of speech can't convey effective information to the target users.
So how can you be unhappy?
1. Speak with data:
Smug copywriting: Our teacher is very professional-how professional is the teacher?
Writing without self-appreciation: 8 years of piano teaching experience, teaching 1000 students, with an average pass rate of 80%.
The data should be clear, universal and clear; Well-known standards can also replace data;
2. Use standards that target users can quickly understand:
Self-satisfied copywriter: Our teacher is very professional.
Unsuppreciated copy: piano level 10.
3. Try using pictures and sounds to help your document:
Self-satisfied copywriter: Our teacher is very professional.
Not complacent copywriting: Ask the teacher to record a piano teaching video.
Second, write the skills and methods of making money.
Then I'll try to sum up the methods and skills of writing a copy. Xiaobai can refer to it, and Daniel please bypass it. Copywriting without self-satisfaction can be cut from these three ideas: from the production specification, from the production process, from the use of scenes.
Start with your product specifications.
Thinking formula:
① Think about all the configurations of this product.
(Size, weight, volume, area, color, number of components, brand, various unique data ...)
(2) It has obvious advantages over similar products (or its previous generation products)?
(Iphone6: larger in size; Xiaomi: Better performance ...)
(3) Then write this advantage, intact, and the data has data.
(iphone6:5.5 inch retina screen, large and clear; Xiaomi: Qualcomm 32-core CPU, ultra-high performance)
2. Start with the production process of products and convey your values to users.
For example, what logic does Xiaomi use to explain his products? First, describe the production process of the product-by showing every production process to users from beginning to end, let users recognize your values and then recognize your products.
The factory is so good that Xiaomi is awesome.
The video is really artistic, Xiaomi is awesome,
The steel plate is made with such care that Xiaomi is very awesome.
To sum up, Xiaomi is awesome.
3. Start with the usage scenario of the product.
Describe the user's usage scenario, let the user know what problems you can solve, describe the pleasure generated by the user after using the product, and capture the user's heart, not the user's eyes.
Everyone knows that 4G is fast, but what is the result of being fast? Is "surfing the Internet, listening to music and watching videos in a faster way" only extended by one level, and then extended?
For example, your product is a high-speed, silent impact drill. Suppose this copy is for the contractor. What is the effect of his first-class use? Save construction time and power consumption. What about the second level? What further benefits can be brought by saving construction time and power consumption? What does the contractor really care about? Money, of course-reducing construction costs and making more profits.
If this copy is changed to the target user, the target user will become a housewife who likes DIY decoration. Level 1: What do housewives who are quiet at work but like DIY care more about? Family harmony. So the second level can be written like this: "He doesn't make a sound when he works"-the women and children at home won't bother you.
Third, write the thinking mode of making money copy.
1. Clarify the target audience of the copy, and make the copy more accurate.
If you don't know who the copy is addressed to, you don't know how to write a copy that hits the user's pain point, and there is no way to transform it. So before writing a copy, you must understand:
1. What are the characteristics of the product? Who needs this function?
2. Can the target users afford your products? Diaosi can't afford a villa.
3. Can the copywriting channel reach the target users? Don't send out insurance leaflets at the school gate.
4. The tonality of the product should be consistent with the values of the target group. For example, personal trainers agree that it is necessary to keep fit. On the other hand, people who sign up for personal coaching courses also have the pursuit of figure.
Having said so much, how can I get this information? Instead of consulting industry data or observing how peers publicize, it is better to communicate with your users point-to-point and conduct user surveys, so as to draw the most effective conclusions for business growth.
2. Make clear the writing plan and goal of each step.
If I search for electric cars in Baidu now, I will go through the following steps:
① See the searched title → ② See the ideas under the title → ③ Reach the home page of the product website → ④ Reach the paid page.
Targets corresponding to each step:
① Title: Attract attention
To: quickly attract users' attention.
No: detailed introduction, how to buy, how to use, how good the product is. ....
2 Enhance creativity: transmit information and attract clicks.
To: Describe the problem in detail, explain the product in detail and give the solution. ....
Don't: sales, transformation ...
(3) Advertising landing page: transmitting information and attracting purchases.
To: explain the problem in detail, explain the product in detail, and explain in detail why the product solves the problem.
Don't: introduce things that users don't care about (irrelevant news, information ...)
④ Product conversion page: complete the purchase.
To: explain the purchase method, usage method and price in detail. ...
Don't: introduce products, introduce companies, and buy meaningless things. ...
This is because the user's attention is limited, so every step should write the information that the user is most concerned about at present, otherwise it will consume the user's attention.