What should a good Taobao copywriter do?

Whether you are a well-trained person or a monk, the sensitivity to writing is the first element of doing a good job, and this sensitivity comes from the usual accumulation. Simply put, it is the ability to control words. Although I am not from a regular school, I have been interested in literature since I was a child. My work from primary school to university and even after graduation is inseparable from writing, and I have been an editor of Talent Network for almost two years. It is precisely because of these writing skills that I have the opportunity to enter the e-commerce industry to do copywriting work.

The second is to understand Taobao culture.

Last year, when a designer first entered the company for a meeting, he asked such a question: Do we need to make so many detailed drawings to describe our baby? Jeanswest's is very simple and should be able to refer to other people's practices. At that time, the boss immediately retorted: Jeanswest is a ground brand stationed in Taobao, and its popularity and brand reputation have enabled them to accumulate a large number of consumers. So they don't need to make the baby description page perfect, and the sales volume is just as good. But we still take the explosion route, which is an out-and-out brand and has no comparability.

The third is to make good use of propaganda slogans.

In Taobao's large and small promotional activities, the words package, spike, last day, limited time, last 50 pieces are used very frequently. The reason is that after the buyer searched your store today, if there is no deal, it is very likely that she will visit this store for the second time. Therefore, after solving the problem of this style and fabric, if the promotion is strong enough, consumers are worried that they won't be able to buy their favorite style today, and the price will increase tomorrow, so they will place an order impulsively. Therefore, if these words are used well, they are the most effective promotion weapons to improve the conversion rate of shops.

The fourth is that the content of the copy should be just right.

There are several ways for a consumer to enter the store: single product search enters the page, the collection stores directly open the single product or the home page, and the stores are linked to each other. But the biggest traffic should come from single item search. Therefore, when this consumer enters the single product page, he is very skillful in showing what kind of copy should be displayed in that position. There are too many short messages displayed, and consumers don't have much patience to browse. It is common to close the page in a hurry. If the text information is too short, the selling point of the product can not be well displayed, and the consumer's doubts can not be eliminated, the probability of placing an order will naturally decrease. When each text content is decided to be placed in that position, it is necessary to know what this purpose is and be targeted, so as to make the most rational use of resources and show the information that buyers really want.

The fifth is to learn to do subtraction.

A common mistake made by many copywriters is that when this item has several selling points, everyone wants to put it on, but the effect of grabbing the eyebrows and beards is often nothing. You will also encounter such a situation in the promotion activities of the home page. Is it the slogan of 19 yuan, or both? The contents of the promotion are divided into lottery, discount coupon, limited spike and so on. Each item is very important and I want to show it. If you do this, the end result will be a very bad consumer experience. Which is better for a long text? You can't catch consumers' eyes in a few seconds, and the jump rate is high. So at this time, it is necessary to comprehensively analyze which selling point is unique and the biggest feature of the product. What promotional information is not available to others and consumers' perception is deeper? When you think about these problems clearly, you have to reluctantly give up what you love, delete those minor information and focus on highlighting this bright spot.

Sixth, make good use of takenism.

The reason why other people's shops are imitated is because they started earlier and did better in this industry, so latecomers will take shortcuts and deliberately imitate others. No one is stupid enough to want to innovate in the first place. After all, the success of others must have something to recommend it. When you copy all the articles in the world, it depends on how you copy them. In last year's double 1 1 activity, many shops specially made a page of "money grabbing strategy", with the aim of making consumers reduce their inquiries and help themselves shop. At that time, I copied a copy from someone else's shop and sent it to the boss after revision. After reading it, the boss gave me two questions: why do you want to do it? How come? This page is valuable, but we don't care what others do. What we have to do is to show the promotion strength and characteristics of our store. What invalid information, as we all know, Alipay needs to be recharged in advance, which is unnecessary. After this experience, I posted a small note in front of the computer screen, telling myself to think more next time and try not to make the same mistake again.

Seventh, we must have marketing awareness.

My boss often emphasizes to me that copywriting is valuable and marketing is priceless. But before writing a copy, you must think clearly about the consequences of these words and whether they have a guiding effect on consumers. If you just list the words, it is a simple copy, and it will not have much added value. If you can make good suggestions and be accepted every month, the boss will still pay you even if you don't have to come to work. This role is a bit like a senior consultant.