1 1 again. How to successfully attract consumers' attention and pull the trigger of consumers' buying behavior has become a proposition that businesses must solve. As a little red book that plays a great role in consumers' shopping orders, how should merchants write a good grass-planting copy during the double 1 1 period, plant a "seed" in consumers' hearts and arouse their shopping desire? 1, to dig deep into the needs of users, you need to take good notes. First of all, you need to gain insight into the hearts of consumers and find the intersection of product characteristics and user needs, so as to extract relevant keywords and take good notes on planting grass. For example, Xiaohongshu is a very successful brand promotion case of dysmenorrhea tablets. When planning the content of Xiaohongshu, the brand did not start with the dysmenorrhea that can be most related to it, but found another way to show the phenomenon of "human-to-human transmission" of girls' menstruation with the theme of "Metaphysics in Girls' Dormitory", which caused a strong bristle among girls. On this basis, the brand played the pain point of dysmenorrhea, led to painkiller products, and then exported value. This kind of implantation can make users feel empathetic and eager to try, thus improving the conversion rate. Therefore, it is the most critical step for businesses to identify this special intersection between products and users. 2. Planning valuable content The core of Xiaohongshu's notes on planting grass is whether it is valuable. This value can be in the category of opinions, guides and dry goods. The key point is to help potential users solve problems, make the audience feel rewarded after reading them, and arouse the needs of target users. After guiding them to search for products, it is possible to place an order for transformation. And how to plan the content of the little red book? There is a formula that has been used by brands in many industries: people+difficulties encountered+pain points+solutions+extensible content. Specifically, human design refers to what kind of characters are set in this grass planting content. In the little red book, users will "freely" see what people who have the same needs as themselves have used to solve the pain points of demand, and influence their shopping decisions through the content shared by these users. Therefore, this account can be built into a "similar" with the same needs, or it can be built into a kol or koc with a certain degree of professionalism. From the identity can also be shaped into office workers, nannies, students and so on. Of course, these friends are used to create amateur promotion friends. If a brand uses its own account to promote content, then personals is the brand side, promoting product content from the brand side. Difficulty: From the beginning of people's design, we can infer what problems have arisen and what kind of troubles have been encountered. Pain point: In view of the pain point of similar products in the market (such as too expensive and unsafe ingredients and materials ...), what doubts do you usually have when buying such products, and what will you consider when contacting the products (cost performance, function and safety) ... Solution: We can introduce the products here, briefly describe the use process and highlight the key points by combining the selling points of the products and our own problems. Extended content: the final content can be flexibly added according to the overall theme, for example, it can be realized with a little attention, increasing professionalism and credibility; You can also add some guiding content to stimulate consumers to pay attention to products. This formula is not omnipotent and can be adjusted according to different industries, different users and different sales themes. Good little red cursive content should start with "people". What might the target user want to see? What kind of content will you be attracted to? Brand merchants can plan grass planting content that can impress users from these angles. Good little red book content can play an amazing role in promotion and drainage, but at the same time, good little red book content is also difficult to plan, including topic selection direction, keywords, title, text, topic and so on. These all need careful planning, and the comment area also needs skillful guidance. The follow-up data should be analyzed in time to expand the content weight and exposure. Double 1 1 soon, the marketing of planting grass in Xiaohongshu is an indispensable channel for businesses to expand drainage. Therefore, if the merchants have any questions about the marketing of Little Red Book, they can leave a message in the comment area below, or click on the avatar to enter the home page for private consultation. The boat can answer questions or provide service support for merchants at any time. # Little Red Books Grow Grass #