? How to make the written copy deeply rooted in people's hearts? A more important principle is? Speak human words?

In fact, this is a general statement, which means that the text copy can be read by people and let users do some behaviors that we expect users to do (such as clicking, appreciating, commenting, etc.). )

However, "speaking human words" actually only meets the basic requirements. More importantly, the text copy should go straight to the user's heart, and the product has the emotion of * * * *, which is a good copy.

Here are a few cases to illustrate how to write a copy that hits people's hearts.

1. Concise but not simple

In normal browsing, people's attention to a copy is often only 1~3 seconds, so people must understand what it is immediately after reading it.

A product copy just piles up the information you want to express on the product station. Because there is too much information expressed, the audience can't grasp the key points, and finally the user can only choose to leave.

So I think simplicity is the most basic requirement of a product copy. Only write the most important information in the inverted pyramid order, so that people can understand it and put it on the product station, so that the audience will not see the dense text and don't know where to start.

However, simplicity is not enough. It is best to make the copywriter and the audience produce some emotional voice.

For example:

Xiaomi Note goddess edition

Xiaomi mobile phone

Xiaomi TV 2s Young People's First TV

These copywriting not only explains the product name and characteristics, but also gives it a symbol of emotion, which is no longer just a cold product.

2. Be specific and avoid abstract understanding.

People always understand concrete things more easily than abstract expressions, so we should not let users spend more time thinking abstractly about what they see, but avoid letting users think abstractly.

For example, the commentary of Grapefruit:

Explanation 1: grapefruit is a citrus fruit. Clusters generate strings with thin and soft skin. The pulp is distinguished from light goose yellow to coral red, from juicy to slightly dry, from sweet and delicious to sour.

Do you know what grapefruit is after reading this copy? Let's take a look at the following copy.

Explanation 2: Grapefruit is a kind of small grapefruit, which looks like grapes and has a thin and soft skin.

Explanation 2 is equivalent to explaining grapefruit on the basis of cognition, so it is easy to awaken the image of grapefruit in the brain, so it is easy to have a general understanding of grapefruit.

Let's take weighing scale as an example: the copywriting of "super intelligent body fat scale", "ITO advanced conductive coating process" and "high-precision weighing sensor" can't explain how smart weighing scale is, nor can it express how accurate it is.

However, if we use the expression "100g, a glass of water is accurately perceived" and understand it based on the weight of "a glass of water", it is easy to understand that Xiaomi weighing scale is very accurate.

And the second-level copywriting emphasizes health, not how to be smart. Intelligence is not easy to understand, and healthy people are easy to understand.

3. Positive energy emotional expression

People always yearn for beautiful things and hope to buy a weighing scale. The wish is to lose weight successfully or make yourself healthier. The desire to buy Kindle is that you can read it in paper form conveniently and enrich your knowledge.

Therefore, the written product copy should grasp the user's psychology. For example, the packaging of Xiaomi weighing scale's fifth anniversary edition says? Let the future you thank yourself now? .

After users get this weighing scale, they will be moved by it, because it satisfies users' desire to buy weighing scale to lose weight and be healthy.

Arouse action

Arousing action is a bit like writing off-topic party copy. Before writing such a copy, you often have to think about why users should take action. Then write a targeted copy.

Take push replication as an example, generally pay attention to the following points:

Welfare (prizes, free of charge)

Curiosity (why? Unexpectedly)

Hot spots (weather, events)

Literary feelings

In fact, the first three points are nothing difficult to understand, and the fourth point is caused by the push copy I saw on an APP.

At that time, the weather in Beijing was always foggy, a little foggy, a little foggy. Then I received a push copy written by an APP, "The recent days are all ink paintings", and I was immediately moved. (Well, that's it)

Product copywriting needs good copywriting to guide actions, such as double 1 1 Singles Day shopping. The early communication copy is to highlight the "grab" discounted goods and let Tmall gather high popularity.

Another example is the promotion activities in the school season shown below:

"New school year, new equipment" is actually not a good theme copy to stimulate action.

"New school year" and "new equipment" are not closely related to users. This theme just puts these two words together.

What if it's replaced by? New equipment for the new school year? It will be more instructive than the previous copy. Is this what I mean by copywriting? Arouse action? The characteristics of.

The following are the methods I often use to test the quality of my copy. I think it is very clear, so I will share it with you here.

For example, * * * intends to write three books, and then analyze what characteristics it conforms to and what plans it conforms to? , so down? The more, the better the copy.

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