"If only I had known Zhongtian Huaxia Consulting a few years earlier! -recent consultation and counseling the evaluation background of a business leader was shared earlier. We are consulting and counseling on product planning for a smart home enterprise with annual revenue of several hundred million yuan. This enterprise is quite famous in the industry and has certain R&D strength, but it has suffered from no explosive products for many years. For details, please click to review the previous article: under the full guidance of our consultants, the enterprise has experienced IPD process construction such as product strategy, demand management, road sign planning and articles of association formulation. Its new product development is coming to an end and its selling points have been refined. At present, the listing is in full swing. Recently, at the invitation of customers, we recently went to this enterprise for counseling. As soon as they met, the product director of the company was very excited to come up with a new sample and said, "When the sample of this new product was first shown to the boss, the LOGO could not be posted. The boss looked left and right, and while experiencing it, he asked whose product it was and whether we could do it. "When telling the boss that this is the first new product made according to the IPD system, the boss was very surprised and said with emotion," If only I had known about Zhongtian Huaxia Consulting a few years ago! "While the product director is still expressing his satisfaction and expectation for this new product and his approval for Zhongtian Huaxia Consulting, we said that we should take the time to do the next step, which is also the focus of this article: create a good product and write a good promotion copy! Because this customer's products are mainly sold through e-commerce channels, it is particularly important to write a promotional copy that can stimulate consumers' desire to buy after refining the selling points. So on the same day, the author was invited by customers and discussed this issue with relevant employees of the enterprise. Only this article records our thoughts in this regard, hoping to help our friends. People who run products often say: explosive products = flow * conversion rate * repurchase rate. Good promotion copy is an important step to boost explosive products in the product launch stage. There are many ways to write promotional copy, which varies from person to person, from product to product and from sales channel to sales channel. But as long as you follow the following four steps, you can basically grasp the main points and core, and you can write a good promotion copy. The first step is to give the article an eye-catching title (flow). Good headlines are the key to reading volume and traffic. Let the reader come in with surprise and curiosity in two seconds. As the saying goes, read the topic first when reading a newspaper, and read the skin first when reading a book. This not only reflects the psychological needs of readers, but also shows the main position of titles in the article. Headlines are like the eyes of an article. You should quickly find your target customers in a fast-paced crowd. The title is also like the face of an article, which allows readers to quickly identify the face they are looking for in a huge amount of information. This two-way search process is the process of finding potential customers. The shorter the time, the better. The more customers, the greater the traffic. The title of the article must be clear-cut, concise, unique and eye-catching, but it should also stay away from the title party. We try to write a title like this: "Surprise" Title: For example, "Let your child grow taller in 30 days 1 cm, don't believe it!" "Suspense" title: For example, "Do you grasp the key point of building explosive products? "rhetorical question" topic: for example, "why is your product neglected, while others' products are sold as explosive products? "Conversational" title: such as "Congratulations! Before I entered the university, I saw that this laptop was wrong to buy with my eyes closed. The title of "contribution" is: for example, I don't know how to choose a car. 10 The old driver gave you six suggestions and so on. Meng, who was banned in his early years, is a title party, but his title method can still be used for reference. The second step, the beginning of the article must arouse the customer's desire to buy (conversion rate). After customers click in, we should try our best to keep them looking down, arouse their desire to buy, and make them want to buy our products involuntarily. At this time, there should be both rational persuasion and emotional temptation, so that consumers can accept brand views step by step, recognize product selling points, change attitudes and influence behaviors; At the same time, we must be consumer-oriented, stand in the position of consumers, and explain what products can bring to consumers from their interests, feelings and needs, so as to stimulate consumers' desire to buy. When writing promotional copy, most people compare competing products with $APPEALS method to show how good their products are; From the customer's point of view, we can use the "sensory impact method" to write the whole process of customer experience products, so that customers can have a vision, such as what do their eyes see? What does the ear hear? What does your nose smell? What does the tongue taste like? What did the body touch? How do you feel in your heart? You can also use the "fear appeal method" to describe how good life will be with this product and how bad life will be without this product. You can also use the "customer witness method" to select several customer messages that can meet the core needs of customers or solve the key pain points of customers, and prove that the products are really good with the real feelings of customers you have bought; You can also use people's herd mentality to express or imply that products are "selling well" and stimulate customers' desire to buy. Big brands can list sales and favorable data to show their leading position in the industry. Small and medium-sized brands can describe the hot-selling scenes of products from different angles, such as selling fast, having more repeat customers, being imitated by peers, and 50% of sales being recommended by customers. The third step is to gain the trust of customers (repurchase rate) in the middle part of the article. Customers generally don't buy if they don't trust, and trust can be bought many times, so this step must prove the good quality of products with irrefutable facts in order to win the trust of customers. We need to let customers have the idea: I believe they have done what this product said in the advertisement; I have read enough information and data and made a comprehensive consideration. I believe my choice is correct. Their quality seems good. Even if there are problems, I believe they can help me solve them well. I'm relieved. To win the trust of customers, we usually need the proof of some experimental results, the endorsement of authoritative certification, the examples of celebrity endorsements and even the support of foreign experts. Imagine a small electric toothbrush that won the German iF Industrial Design Award, has five patents, passed 100 processes, passed 200 tests, and even Olympic champion Gu Ailing is using it. Will there be fewer trusted customers? However, in recent years, there have been many celebrity "rollover" incidents, and choosing celebrity endorsements is risky. Of course, the quality of products can also be proved by some facts. For example, electric shavers usually use videos of immersion experiments to prove their waterproof level, and videos of destructive tests such as falling, trampling and scratches to prove the firmness and durability of the products. In addition, we should also dispel customers' concerns about after-sales service after purchasing products, such as whether to deliver them to your door? What should I do if I am not satisfied with the receipt? What if it breaks down later? What if it's not as good as advertised? Who will bear the freight and installation costs? Wait a minute. In short, we should take the initiative to provide solutions to the product problems, service problems and even privacy problems that customers may be worried about, so as to reassure customers that there is no risk. At the end of the fourth step, customers must be guided to place orders (explosive products) immediately. If the first three steps are done, but the customer is not guided to place an order, then everything is zero, so it is necessary to make a quick decision at this time, so that the customer must make a decision immediately and reduce the thoughts of rethinking, watching and watching again. At this time, in order to make customers feel that this opportunity is rare, we must hurry and don't miss it; Let the customer feel that this product is very important to him and will increase his happiness. Although it costs money, it's worth it. The most common method is the "four-limit method", that is, limited time, limited amount, limited price and limited identity. Tell customers that the current discount is time-limited, and even only people with certain status are eligible to buy it (such as people over 60, teachers and medical staff), so that they feel that the number and places are decreasing and the opportunity is rare. If you miss it, you will increase the price or even not buy it, which will stimulate their sense of urgency. We can also use the "price anchor method" to tell our customers a very high price of a similar product, and then show our "low price" (in a reasonable logic, the higher the price, the better), so that customers feel that our products are really cheap. We can also use the "bookkeeping method" to make customers feel that the value of the product is greater than the price, for example, spread the price evenly over the service life of the product, so that the daily price may only cost a few cents or even a few cents. For example, in the process of using the product, the electricity and water bills saved every day are offset from the price. Of course, we can also use the "fair consumption law" to tell customers that they buy products not for personal enjoyment, but for other legitimate reasons (such as pursuing progress, health, happiness, giving gifts with gratitude, children's families, etc.). ), thus eliminating the inner guilt of customers when spending money and guiding customers to place orders as soon as possible. The above four steps of "giving the best to children" and making young mothers the main consumers of all platforms are the correct and quick ways to write and promote copywriting. Among them, the first step and the fourth step are fixed, one end at a time, and the order cannot be reversed, only once; The second step and the third step usually appear many times, even alternately, each time in a different way. Seeing this, do you think that making explosives requires not only explosive thinking, but also mastering explosive methods? This is an end-to-end systematic process, involving market insight, product planning, product development, product listing and other links. Only in this way can an accidental explosion be turned into an inevitable explosion. Similarly, if your products are mainly sold online and offline, you need to write a basic story about product sales for the sales staff in combination with the selling points of the products. And this basic speech is also a key link in the outbreak of product sales. Zhongtian Huaxia consultation