A client company launched a food therapy product with black grain hair, and asked me to design a copy of Baidu bidding landing page. This is a special health care product for treating alopecia, gray hair and black hair from grains.
First of all, what do we need to know, called the copy of Baidu's bidding landing page?
In my understanding, Baidu's bidding landing page copy is actually a sales copy displayed to the target users. Baidu bidding is to promote the products and services of enterprises in the form of keywords on Baidu search engine platform. This is a new and mature search engine service, which pays by effect.
For example, users search for the keyword "secret recipe of turning white hair into black hair" through Baidu search box, and Baidu will present some websites, and then users click on the text link to enter the page:
So what is the role of Baidu bidding landing page copywriting?
Users click on keywords, and the page they see is the Baidu bidding landing page. Landing page copywriting is a tool used to make deals with target users and help enterprises sell products to earn income.
After understanding the concept of Baidu bidding landing page copywriting, next, we should design such a copywriting. Since the Baidu bidding landing page copy is a sales copy, then according to the process of sales copy:
The sales copy is designed from three angles: target users, salespeople and marketers.
Target user's perspective: First of all, 100% stands in the perspective of the target user, understands the humanity of the target user, understands the current pain and dilemma of the user, and finds the motivation for the user to buy products;
Marketer's perspective: on the basis of conforming to users' humanity, design marketing strategies and marketing processes from the perspective of marketers;
Salesman's perspective: design a sales process from a salesman's perspective.
Combining the three perspectives and presenting them in words is the sales copy.
So what is human nature?
Human nature mainly refers to human behavior, which always follows certain patterns. Human behavior is influenced by various patterns, and these patterns are human nature.
For example, if you walk every day, you never need to think about how to walk, so you get up. You eat every day. You never have to think about how to eat. You just eat. This is a model. Any behavior that follows the pattern is to take action directly without thinking.
In the long-term development of life, human beings have developed a large number of such rash patterns, stereotypes and conditioned reflex. ...
Humanity = behavior pattern, mindset, conditioned reflex, habit.
Sales copywriting is based on human-oriented design. As long as the sales copy is valid, it will still be valid after one month, one year and ten years. As long as you are human, you can't escape human nature, and human nature will not change with the changes of the times, unless you encounter major changes, disintegrate or crush your original behavior patterns, thinking patterns, conditioned reflex, habits and so on.
The first perspective: the target user perspective.
100% think from the perspective of the target user, understand the humanity of the target user, understand the current pain and dilemma of the user, and find the motivation for the user to buy products.
How to make 100% think from the perspective of target users and enter the world of target users?
In Zhuangzi Qiushui, Keiko said, "Does a fish know the happiness of a fish?" How do you know the happiness of fish if you are not a fish? If you want to know whether a fish is happy, you must become a fish. Similarly, if you want 100% to think from the perspective of the target user and understand the current predicament and pain of the target user, you must "change" into a user.
So how to understand the pain and dilemma of users?
Three steps:
1. Enter the world of target users;
2. Due to a problem in life, a certain demand has arisen;
3. Clear the core needs of users, which can be solved by purchasing products;
There are several common ways to enter the target user's world:
Method 1: User Scenario Imagination Method
Step 1: Close your eyes and imagine that you are a alopecia patient, and imagine the life track of alopecia patients all day;
We close our eyes and imagine that we are alopecia patients, and imagine our life trajectory from getting up in the morning to going to bed at night: getting up, washing, going out, taking a ride to work, working in the office, having lunch, going home from work, sleeping, etc.
The second step: describe the whole life trajectory in words and find out the pain faced by patients with hair loss;
When I got up in the morning, I saw all the hair falling out of the bed, and the mirror was on the bedside. I just want to reach for the mirror, but I don't have the courage, because I am afraid to see myself with messy hair, so I comb my hair with a comb, and my hair will fall out every time I comb it.
I went to the bathroom, put the water on the washbasin, brushed my teeth and washed my face. There is a lot of hair in the water in the washbasin, and the towel is stuck. I can't wash it clean, so it's hanging on the windowsill.
I went out with little red riding hood. Walking on the road, passers-by looked at me with strange eyes. At first, I will feel uncomfortable. Over time, I will get used to it. I always stay in the subway and read in a corner. It's not that I don't want to talk to beautiful women, but that I don't have confidence. I don't believe that strange girls are willing to chat with a boy with hair loss.
An hour later, I arrived at the company. When my colleagues saw me coming, they all took the initiative to avoid me. They never communicate with me face to face for fear that I might infect them. They only contacted me on WeChat or QQ, so I was isolated by my colleagues and didn't tell anyone if I wanted to complain. I'm so lonely.
I ate lunch alone and hid in the corner, afraid to attend the company party. I feel depressed every time I come home from work, so I often quarrel with my girlfriend. I traveled all over Guangzhou hospitals, big and small, and used many products to treat alopecia, but none of them worked in the end. I am desperate for the treatment of hair loss, and even think that this is my life and my curse, and I will never get rid of it. ...
Step 3: Do you feel immersive when reading this passage, and judge whether the copy can produce a sense of * * *?
If you can't judge for yourself, you can send this passage to alopecia patients to see if there is a sense of singing. If our words clearly and vividly describe the life scene, it is the real life situation of hair loss patients. The scene described in words will be related to the real scene in the memory of alopecia patients, and alopecia patients will think that we understand him, thus producing a low * * * sound.
Method 2: Personal experience method
Products for treating alopecia belong to health care products. Normal people have nothing to eat, so we can experience the whole process personally, and we will better understand the psychology of the target customers to buy products to treat alopecia.
Step 1: Baidu searches for keywords, such as "secret recipe for treating alopecia"
When the target user is searching for keywords, it is painful at the moment and eager to find the secret recipe, so we should be in such a mood when searching for keywords, so the title of the landing bidding page should be to ignite hope for the target user, in this case.
Step 2: Click to enter the bidding landing page.
The target user clicks on the keyword to enter the bidding ranking page. This page has a series of products to treat hair loss. At this time, the target users are confused and have too many choices. He doesn't know which one to choose, so the title of the bidding page will stand out among many titles, so the title will catch the attention of the target user in a few seconds.
A headline that can attract the attention of the target user must have several factors:
1. is related to the interests of the target users;
For example, my client's product is used to treat alopecia, and the title is: 7-day weight loss secret recipe, which has nothing to do with the interests of the target users. The target customer is looking for a method or product to treat alopecia, and the title should be related to the treatment of alopecia. For products whose efficacy is not well-known in the market, it is best to highlight the efficacy of the product in the title.
2. It has the news attribute, that is, it is unconventional;
The human brain is so strange that it instinctively catches people's eyes on phenomena, events or words beyond our general cognition. For example, the Lujiazui incident some time ago, the circle of friends are madly forwarding; A few days ago, I posted a picture of a tomato network celebrity in my circle of friends. A big man was wearing a charming thong and earrings worn by a woman, and his friends immediately praised him.
3. Conforming to the human logic of the target users;
The ultimate goal of the bidding landing page is sales, and the gun is aimed at accurate target users. Baidu bidding shows that there is no charge, and it is charged according to click. So I attract accurate target users to click, not target users who won't click.
Unlike the articles of the official WeChat account, it needs to be spread out and get a lot of forwarding in order to increase the fans of the official WeChat account. The article conversion rate of WeChat official account is low, and the product-related information of the whole article does not exceed 200 words, which does not shape the value of the product.
Product price 199, the reader read the article. The psychological price is only worth 99 yuan, so it is normal for readers not to buy it. This is the fundamental reason why the conversion rate of WeChat official account articles is generally low.
Which of these two titles of hair loss treatment products do you think is better?
Title 1:7 days to successfully start black hair.
Title 2: Successful departure in 90 days. Black hair "authentic grain secret recipe" (title designed for customers)
The conversion rate of title 2 will be higher.
Only people who don't know the target users will click on the title 1. Usually, it takes people at least one month to grow new hair, which depends on their physique. Moreover, alopecia patients will not click on the word "method" when they see it, because ordinary methods have no effect on treating alopecia and white hair, and alopecia patients have suffered a lot and spent a lot of money.
Title 2 Only need to buy health care products, hair loss patients will click. People with alopecia know that it takes several months for this product to grow hair, and they also know that ordinary methods are useless. The word "secret recipe" will naturally attract the attention of patients.
"Authentic" is a concept word. Adding the concept of authentic to the familiar grains is to make patients feel confused and curious. When patients need to know the answer, they will click on the title to read the text, which is in line with the human thinking logic of the target user.
Step 3: Read the landing page copy, consult and pay for the purchase.
When the target user enters to read the landing page copy, the text explaining the title has attracted the target user's attention and ignited the target user's desire. Therefore, at the beginning of the landing page copy, we directly described the future dreams and wishes of the target users, that is, a brand-new living state after the hair loss was cured.
For example, colleagues no longer reject him, passers-by no longer avoid him when walking on the road, and they are brave enough to talk to beautiful women in the subway, handsome and confident, promoted and raised, and their girlfriends go home to praise him for being handsome. This kind of life state is what the target user wants. Although he has never said it, it is deeply buried in his heart.
When we read the landing copy, we should enter the role of patients and deeply understand the pain of patients with alopecia. The deeper the experience, the deeper the understanding. When you enter the role of alopecia sufferer and write words with your heart, you can go straight to the heart of alopecia sufferer.
Method 3: target user interview method
Target user interview method is a confirmation of the results of user scenario imagination method and personal experience method, and it is also a way for us to deepen our understanding of target users. We are not alopecia patients, and we can't be sure whether the imagined scene is the target user or the real scene in life.
When interviewing target users, we can ask these questions:
Do you want to introduce yourself first (understand the user portrait);
What is your ideal life? (Understand users' dreams and desires);
What products have you used to treat alopecia (know competitors' products);
What pains and troubles do you have in your life? To test our imaginations;
Why did you buy the bidding products? What are your expectations for the product? (Understand the core needs of users)
What was your mood at that time? (Understand the user's buying mood)
……
When we play the role of the target user and use the above methods, we can basically understand the current pain points and dilemmas of the user, then we can draw the following pictures: the target user's core needs map and the target user's current pain points map.
Summary: When the target user's core demand map and the current pain point map are made, the customer's pain points will be understood, and the pain points encountered in the customer's life will be understood, and what specific needs will be generated. Only on the basis of understanding the current pain points of customers can the written words enter the hearts of customers and go straight to the depths of their hearts.
Next preview: how to design sales copy from the perspective of marketers?
It is not enough to understand customers only from the user's point of view. Just because you can write words in * * * doesn't mean that the target users will buy them. Therefore, we also need to have an insight into the humanity of the target users, and design marketing strategies and marketing processes according to humanity.