How to write a copy of new media operation? Look at this.

As a novice in new media operation, he is often confused about how to write a copy of new media operation. Every time I see the copywriting of other new media operations, I often feel that my eyes are shining, which is really enviable. I used to write a good composition when I was at school. I was often regarded as a model essay, and I also participated in large and small composition competitions. Win prizes, win medals.

But since I learned the new media operation, I don't know much about writing, let alone how to write the new media operation copy. Since the operation of new media is basically the presentation of text creation, why can other people's copywriting be so excellent, while mine is always "chicken ribs"?

Originally, I was just getting started, but I still couldn't do it after trying to create something, so I began to struggle to find out how to crack it.

When studying the course of new media operation, the teacher read a lot of methods about how to write a copy in detail, such as AIDA method, which means: attention, interest, desire, Action (action)

This is a classic copywriting rule, a universally applicable template that can guide any copywriting.

But I think it's quite abstract. I don't think it is a template, but it generally explains the main points and points out a general direction for our new media operators.

If a copy can do the above, it is an excellent copy itself. On the other hand, it can only be said that these are several characteristics of a good copy, and this method may not be able to guide copy writing.

So, out of this contradiction, I found a set of "6+ 1" writing methods. I found that you don't know much about this writing method, so I shared it with you to help you solve the problem of how to write the new media operation copy.

The so-called 6+ 1 is: 6 steps plus 1 principle. As long as you follow the established logical thinking, it is easy to create excellent copywriting.

When writing a copy of new media operation, it is often difficult for us to get users to accept us. I think the copy is well written, but the user's response is average. That's because users always keep a cautious attitude and a safe distance when facing unfamiliar products. We are skeptical before reading, so we can do one thing to answer users' questions and show our intention before trying to attract users' attention. Description: Who am I, what have I brought you today, and what are the benefits for you?

After users know who you are, your purpose and your benefits to themselves, they will definitely let go of their guard and prejudice and listen to you.

For example, the above picture shows a sales message that we often receive, "XX Education Summer School has started enrolling students! Sign up from now on, report to two subjects and send one subject, listen for a week for free and send gifts, address XXXXX. "

Let's analyze this copy with AIDA method:

Attention (attention)

This short message caught my attention and I saw his copy.

Interest (interest)

I can take one of the two courses. It looks really good. If I am a child's parents, I am also interested.

Desire (desire)

If I am a parent, I really want to contact this institution for consultation.

Action (behavior)

I didn't take any action.

Why is this? First, I am not their target user. Secondly, I don't think he has any reason to convince me. I know nothing about this organization.

In this short message, several important elements are missing: Why did you contact me? Why should I believe that you can teach children well? ? Context is an important part of the whole information. Without it, no matter how well the law is applied, users will not take action.

The biggest deficiency of AIDA's law is that action will generate interest, then desire and finally action. But it lacks an important driving force that ultimately makes users really act: background.

6+ 1 mode

Let's take a look at the improved AIDA rule, which is 6+ 1 mode.

The first step is to define the background and users. Just like the educational institution above, if he can clearly explain his purpose and the advantages of the institution, answer the user "Who are you?" Why did you contact me? Why should I believe you? "This question. Then I believe that users are still willing to call back for consultation.

From the very beginning, this advertisement of Apple can let users know who sent him the text message, why and what products we have through some simple words.

Write your own advantages in the content, and then add a web address at the back of the copy to tell users that they can learn more about the product after clicking, so that users can go further and enter the next stage.

Now that the background is established, it will definitely make it easier for users to trust and pay attention to some products.

At this stage, the user's attention can be attracted by the title. It would be better if there are attractive pictures, and they must be eye-catching.

There are many ways to attract attention at first, such as taking advantage of some shortcomings of human nature:

Curiosity-"What happens when the world is flat?"

Fear-"There will be typhoon weather in many places tomorrow. Come and see if there is your home."

Pain-"why can't I live this life after reading so many books?"

Pride-"Women who don't wear lipstick have no future"

Laziness-"Take you through a brief history of time in 5 minutes"

Anger-"It's time to teach the' Hong Kong independence' elements a thorough lesson."

Greed-"How to buy big-name bags with the least money?"

Lust-"These 10 refreshing methods have never been tried by 90% people."

Such headlines attract users' attention.

I have to say that the reality of the market is that even if you can successfully attract users' attention, users' attention will not last long on your product. Nowadays, all kinds of short and fast information are bombarded indiscriminately, and it is difficult for people to concentrate. I'll give you fifteen seconds at most.

Then we must seize these fifteen seconds to make users interested in your products. Turn this interest into desire.

Look at Tmall's copy: Ideal Life, Tmall. Who doesn't want to live an ideal life? This kind of copy is not only attractive but also very clever.

At this point, we have attracted the attention of users and generated desire. At this time, you should let users take action. You need to tell your users what will happen if you use this product, or what will happen if you don't use this product. This link is called gap-building.

Gap = pain point+solution

For example, the copywriting of the website hurts customers, which not only explains the pain points but also implies the strength of its own platform. This case can well emphasize the pain points of both users.

Once the operator has identified the gap, he should quickly transition to your solution. Say you have a plan that can solve this problem perfectly in a short time.

The above is the copy of the ink knife, let users know that it only takes 10 minutes to design an APP. It doesn't take too long, the operation is simple, and people are eager to try.

The ultimate goal is to get users to act, which requires copywriters to call very directly and clearly to tell users to act.

The CTA at the end of Tencent's advertising platform above can be seen to be very straightforward.

The above points are all marketing copywriting skills. If you want to succeed in the end, you must rely on honesty.

Assuming that readers don't believe what you say, then no matter how well the above copy is written, users won't pay attention to you. If you want users to think that you are honest, you must do a good job in user survey and user experience.

In the copywriting of new media operation, you can resort to common sense (what you say is reasonable), show that you have gained everyone's knowledge (how many people have experienced it), show your professionalism (your industry authority and honor), and provide risk protection as much as possible (the risk is mine, not yours).

Efforts should be made to gradually establish your credibility in all aspects, and users will finally have trust in you.

I hope today's article can help more new media operators and let everyone know more about how to write a copy of new media operations. I also hope that everyone can apply what they have learned, become better new media operators and write better new media operation documents.