We discussed it for a long time and agreed that Andy's sister's copywriting was sloppy. After reading it, people feel that taking this course will definitely benefit a lot, and the insurance copy of the insurance company only sells products. We are also curious about how activists write eye-catching copywriting.
A mystery. It was not until I saw the key "explosive text" recently that I discovered that the original explosive text was found by the rules.
Guan Jianming is a former Ogilvy & Mather advertiser, and the marketing circle is called Lao Guan, a big shot in the marketing circle. He once helped a pharmaceutical company grow 1 1 times in four years, and wrote a WeChat promotion copy for zebra craft beer. The average order conversion rate increased by 76.86%, and a tweet directly sold 358,000 products.
There are many large and complete copybooks on the market, which are often relatively broad.
"Explosive Copy" only pays attention to one point: how to sell products and how to make money.
In the book, the author analyzes four secrets that move people's hearts, reveals 18 copywriting method and 75 actual cases, reveals the secret weapon to turn copywriting into a "money printing machine", and teaches you to write explosive copywriting sales force. When you are not inspired, you can learn by browsing. It is recommended to leave a desk.
Let's see how to write a mind-wandering copy.
First, the title attracts attention.
If you spend 10 hours writing a copy, start with 6 hours.
Imagine, what makes you open an article on platforms such as WeChat official account? Is it a title?
I believe that most people click on the article because the title is attractive.
From this perspective, the title is as important as a good product itself. Then how can we make a good title?
In the book, the author mentioned five ways to help you get a good title.
(1) news mode. News protagonist+news words+instant words. For example, a new invention in 20 17 silicon valley: drinking this cup of oily coffee can actually lose weight.
(2) Touch mode. Methods: Speaker+spoken words+interjections. For example, congratulations, you saw this most reliable eye cream evaluation before you were 25 years old.
(3) Use tips. Methods: Specific problems+happy endings or solutions. For example, you and your husband can never save money. CCTV financial experts give you three suggestions.
(4) preferential surprises. Methods: product highlights+clear low price+limited time. For example, because of busy work at ordinary times, the career counseling program with the original price of 299 is now free for the first three times a day, and the activity ends in April 10.
(5) The counterattack was successful. Method: Bad beginning+happy ending. For example, when I was a freshman, I only got 19 in the English exam, and I was almost dismissed from school. Now I am the most popular English teacher in training institutions.
In fact, all methods are based on the needs of human nature, so we should think of a good title.
Second, stimulate the desire to buy.
? The root of people's buying comes from people's fear of losing things.
All consumption comes from people's fear of the future, because we are always afraid of losing and eager to have it. For example, people are afraid of getting sick, so they will buy healthy food, health products and so on.
If you have studied more than 20 explosive stories, you will find that all the stories have one thing in common, that is, at the beginning of the article, you will list many cases that make people feel scared and anxious. These cases have your current situation, so you feel anxious. What should you do? The article in Nature will give you the following answers, which are the state you want to achieve. In most copywriting, it will widen the distance between your reality and your ideal, and stimulate people's desire to buy with fear.
3. Win the trust of readers
? When readers are interested in buying, they will inevitably think and hesitate: "Do I really want to buy?" "Is this thing really as good as he says?" At this time, what we need most is to win the trust of readers and let them choose to place an order after "thinking for themselves". There are three ways to help us win the trust of readers in the book.
(1) Permission transfer: You can't read books before buying, and you can't study the material, structure and design of the toilet before buying. People usually rely on only one way to judge: authority.
(2) Facts have proved that facts are often simple and rude, but they are also easy to work. This practice is the most common on Taobao. Putting people in stockings proves the elasticity of stockings, and four or five big men stand on the shelves to prove that the shelves are firm ... This method is applied to copywriting in two steps: collecting real data and linking familiar things.
You said that the shelf can bear 500 pounds, and it feels weak; You said that the shelf can occupy four adults at the same time, which is easy for everyone to understand; You said that the car body has good shock absorption performance, and we can't experience it; You said that tofu won't be broken in autumn, and everyone nodded ... of course, the premise is that your product attributes are genuine, and it turns out that there is no room for exaggeration.
(3) Solution: If you have visited a sex shop on Taobao, you will definitely find that stores with good sales generally have such a sentence: "Our store pays attention to users' privacy, and express packaging will never reveal the contents of supplies." Why do you say that? Because most customers who buy sex toys are worried that there are eighteen forbidden words on the package, it will be embarrassing if they are seen by acquaintances. The store knows the user's psychology well, so it will solve the anxiety for the user in advance: "We thought of it for you, so you can buy it with confidence."
4. Order now guide
In the case of users' full trust in products, many soft articles often run directly out of the purchase process. A dry sentence: "Heart is not as good as action" allows customers to buy quickly. However, readers will calm down when they pay again, and their fingers will stop on the payment page, but they can't help but think, "Do you want to watch it again?" At this time, "looking again" is basically equal to "never looking again". Therefore, the last step of copywriting, guiding to place an order immediately, must be to help readers make decisions. There are four common methods:
(1) Price anchor point: I don't know if you have such experience. After you walk into a clothing store, the shopping guide sells you an expensive fashion model. You are a little tempted, but you think the price is too expensive, so the shopping guide recommended you a similar style of promotion. When you saw that the price was half cheaper than the former, you paid the money happily. But in normal times, even the promotion money will feel a bit worthless.
Look at the expensive ones first, and then look at the cheap ones. The cheap ones will be especially cheap. This is the simplest price anchor.
(2) Accounting: everyone will settle accounts, but the copywriter should take the initiative to settle accounts for the reader, and there is only one result: product value >; Product price. I personally bought a member of 99 yuan/year, because I saw that I could get four books a year, worth 120 yuan, so this alone convinced me that this member bought a good deal. The course in 400 yuan looks expensive, but the organizer will tell you that you can get the right to study the course all year round by spending an average of one yuan a day or buying less clothes. On second thought, it seems reasonable. Correspondingly, there are money-saving strategies. Buying xx household appliances can save X kilowatt-hours every day and XXX yuan all year round ... In short, it is an important way for readers to place an order immediately by thinking of the reader, helping him settle accounts and drawing a cost-effective result with perfect logic.
(3) Appropriate consumption: When we buy things, the most likely thing is guilt. Is it too wasteful for me to buy this? Should I save money? It seems that the old one can still be used ... at this time, it is necessary to give readers a legitimate reason to help them get rid of their guilt. My mobile phone broke down when I was doing new media on campus in my junior year. Hesitant between a 3000+ Huawei and a 6000+ Apple, I feel that I shouldn't spend more than 2000 yuan for a little performance gap. But my roommate's words prompted my purchase: You talk to 5,000 friends every day on the new media WeChat, and Android will definitely get stuck soon. As soon as I thought it was true, I immediately placed an order, because I spent money to improve work efficiency and felt quite at ease.
The same is true of other commodity copywriting. Buy electronic products not for enjoyment, but for efficiency; Buying new clothes is not for vanity, but for social needs; Participating in this course is not on impulse, but for self-improvement ... In short, helping readers find the right reasons will often make readers' ordering process become unthinking and full of confidence.
(4) limited time: this is often the last straw to promote purchase. Hunger marketing or commodity pre-order actually follows this point. Now people generally think that "what is scarce is good", so when the copy is attractive enough, the slogan of limited time can often arouse the fear of readers, thus dispelling the final hesitation.
A good product without a good copy is like a good wine falling into a deep well, and no one knows it. But a good product with a good copy is equivalent to turning a good product into a printing machine, which can help you create miracles and wealth continuously.
Therefore, the skill of copywriting is not just a skill for a person. It may make you get the approval of the leader, which will lead to a promotion and salary increase, and it is more likely to change your life.