6. The word1does not mean convincing.
6.2 Advantages of making a long story short: 1. Shorter space means easier memory, dissemination and more convenient reading experience.
6.3 Concise writing skills
6.3. 1 The bloated expression is often caused by three bad habits.
Bad habit: take verbosity as integrity; Think that the more embellishments, the better the image; Do not pay attention to the level of expression.
6.3.2 Three Tips for Shortening Copywriting
1. Learn to grasp the center, cut down the details and avoid rambling;
2. Use less modifiers, nouns and verbs are enough to make a wonderful copy;
3. Simplify the expression level and go straight without detours.
7, to get the upper hand-first find the right person, and then attract attention.
7. 1 Give yourself a position.
There are three keys; Areas, advantages and benefits
1. domain refers to subdivision domain, not too broad domain.
2. Advantages, further clarify the advantages.
3. the advantage is to "realize" the advantage and let everyone feel it directly.
7.2 Give yourself a position of value.
"Dichotomy Value Positioning": Divide personal value into two parts for many times from multiple dimensions, determine what type it belongs to, and find accurate user groups in the final intersection.
7.3 Give your intended users a positioning.
The first group: buyers VS users
For users, we emphasize that the product effect has a greater impact on them; For buyers, it is often better to influence them from the aspects of emotion, care and friendship.
The second group: solving problems VS preventing problems
The third group: strong demand VS weak demand
8. There is a refined persistence-grasping users and relying on nonsense is not enough.
In micro-copywriting, it is more important to accurately grasp the needs of users than to express them.
What do users really want?
What users really want is essential "change". Through various products, change the current "state", turn bad things into good things, and turn good things into good things.
8.2 From discovering requirements to mining requirements
8.3 hit the bull's-eye in one sentence.
Pain point stimulation, interest temptation
Determine what users want to change, dig out their real needs, and use micro-replication to meet or point out that a product can meet this demand.
9. Attract your eyes with liveliness-turn your value into an active picture.
9. 1 Introduction and explanation are thankless things.
9.2 Being there once is better than preaching a hundred times.
9.3 Use micro-copywriting to draw in the user's mind.
Analogy modeling: use familiar analogy to be unfamiliar, and use concrete analogy to be general.
9.3.2 Reference modeling: With reference and comparison, the level of value can be achieved.
9.3.3 Detail shaping: It is to show a scene or plot to the user in slow motion, so that everyone can see the smile on his face, tears in his eyes and trembling hands. . . .
10. Motivated by feelings-to guide actions, we must first mobilize emotions.
1. Guidance is not shouting slogans; 2. In micro-copywriting, sensibility is more reliable than rationality. 3. Use emotions to get them moving.
Vanity: transforming product value into superiority
Touching (feeling): three elements: scene, character and emotion.
Design process: determine the product shaping point-determine the use scene related to this shaping point-establish the relationship between people in the scene-
Design a storyline with scenes, characters and emotions as clues —— Implanting product value into the storyline
Fear (disgust): ask the question of terror and give the method to eliminate it; Hint at potential fears with positive results; Give a choice, let users seek advantages and avoid disadvantages.