Take a piece of white paper, divide it into 9 squares with a pen, and fill in the product name in the middle square. Next, please fill in the other eight boxes that help the sales of this product. This is a simple exercise of forcing creativity, and I often use this method to conceive various design drawings.
Of course, after thinking of the advantages, we need to focus on how to use them. As we all know, promotion is packaging and strengthening advantages. However, there are so many advantages that everyone has no memory. For example, my mask has 20 functions, and I don't think I can remember any of them after the speech. On the contrary, if I only strengthen one of the functions-deep moisturizing, then the next time people want to find moisturizing products, they may all come to me.
So the use of memory points should be adapted to local conditions. On posters and posters, strengthening memory should not exceed 3 points at most. On the details page, it's different. You can show the key advantages as much as possible.
2. Selling point extension method
Copy down the characteristics of the product description and extend it after each point. Simply put, it is to slowly introduce and extend products one by one. Of course, this is also the most stupid and effective method. This method is the picture I saw in the circle of friends who made cosmetics before.
Three-paragraph writing method (for classic details page)
This is to imitate the "inverted triangle writing method" in news. In the first paragraph, focus on the main points, because most people have no patience to read the whole text. For writing, you can consider some columns or articles, depending on your personal writing ability. If the writing skills are not good, you can write selling points point by point. The last paragraph is "hook", the main task is to call on people to "buy now" and strengthen the unique selling point, price advantage or gift of goods.
Condensed into three sentences: look at me, why do you want to buy me? You must buy me!
4. When writing online shopping products, we should pay attention to SEO friendliness, that is, we should pay attention to the search relevance of search engines and the text model in search models.
People who can't write commodity copy are writing for themselves; People who can write commodity copy are written for the target audience; The person who can write product copywriting best, copywriting is written to the target object and search engine spider.
The product name in your copy should be complete (including the brand and the correct model in Chinese and English), which is convenient for domestic search engine spiders such as Baidu 360 to read. The complete product name should appear at least 2-3 times.
Anyone who knows the working principle of search engines knows that when the search keywords are not found in all the baby titles, search engines will grab the copy in the product properties and details page. Moreover, even if your keyword appears in other peers' baby titles, as long as the keyword appears frequently in your details, it will increase the relevance, thus making the baby rank higher than other babies.
Sellers who are keen on through train, if they have seen the natural search model analysis of old orders or the model analysis of through train quality score, must know that there is something called text model in the natural search model, and one of the four correlations of through train quality score is also called text correlation. You know the relationship between them!
Good product copy needs excellent pictures.
Indifferent copywriting is not as good as convincing photos, and long speeches are not as good as illustrations. Commodity copy is not words, sometimes a picture is enough.
6. Use soft text to induce consumers to buy according to "your knowledge suggestion"
A good salesman will use wonderful words to change your preset target goods and budget when you first enter the store. He will guide customers to high profits or the goods he wants to sell most, not the goods you want. Do you want to challenge it? You can also use this goal to manipulate the consumer's mind, so that he can buy more accessories, buy a certain color, buy higher specifications and accept your pre-order items.
7. The sharpest soft article about commodities is telling favorable facts.
What award did this product win? Which famous brand? Is it the current sales champion of that channel? Which website has the best reputation among netizens? Which popular star speaks for this product? What is the absolute price advantage (such as the lowest price in the whole network)? No matter what your copywriting skills are, if your goods have these advantages, remember to emphasize them from time to time, and then you will wait to count the banknotes. But remember not to overdo it, don't push too hard.
Good copywriting can resist the attacks of competitors.
Rival attacks include whispering attacks, copywriting attacks and price attacks. If you feel that your opponent has affected your sales, you have to do something. You can spend a lot of money on copywriting and skillfully defuse your opponent's offensive.
For example, if a well-known competitor says that one of her cosmetics is much cheaper than your price, you can emphasize that your product is pure natural plant extract, with excellent quality and good service reputation, and point out in the copy that "at present, there are shops on the Internet that offer the same product below the market price but with suspicious source, and consumers are cheated, so remind buyers to pay attention". This will make her rebel against the army and easily solve your high-priced dilemma.