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How to write the title of marketing soft article with explosive click-through rate

Step 1: Title of the copy

Let's not talk about the content, let's talk about the title first. The first thing we show you is the title. If our title can't catch the user's eye in an instant, we may lose the user to continue reading, even if your content is no matter how good, it is useless.

Therefore, when we do product copy, we must have a very attractive title, and there are two kinds of titles we often use:

The first kind: threatening. When people feel panic, they will run away. If you see these headlines, what will your reaction be? "Liquor+beer+red wine = poison!" "Drinking homemade wine is equal to chronic suicide!" The second category: benefit type. When people feel happy, they want to have it. What is your reaction to the following title? "Handmade crystal cups are free! Also included! Come and grab it! "

Step 2: Make good use of curiosity

I believe everyone has heard the saying "curiosity kills the cat". Curiosity is our human nature, but laziness is also human nature. If you want your users to read your article carefully, you must arouse their curiosity enough. Before the text begins, you need to enlarge his curious content. Only in this way can you remain enthusiastic about your long-winded article.

If the user opens your page for a while and then closes it, you won't have any marketing opportunities. Therefore, in this place, we must guide the user, and you need to keep him interested. There is no need to promote any products in front. It is the key to retain the user first, and there are plenty of opportunities for marketing later. For example, the following headlines can arouse people's curiosity: "Don't eat these dishes when drinking wine", "Why are people buying imported red wine from 9.9 yuan?"

step 3: customer feedback

as long as the user is interested in you and likes to read your "first paragraph" carefully, then he will naturally read your "second paragraph".

But we should remember that we have nothing to do with users in this place. What if users don't trust us? Trust marketing is the best marketing method, so we must let users have some trust in us before marketing. How to make a stranger trust you immediately? The best way is the feedback from others, that is, the evaluation of you by the third party, especially the evaluation and feedback from friends around him. The user needs a sense of security, worried that his judgment is wrong, and he needs advice. If you know this, you can solve his inner anxiety in advance, so that he can trust you.

Step 4: Value Packaging

We need to know that the customer buys the product value, not the product itself, so you must tell the user intuitively what the value of your product is, and clearly tell him what benefits the product can bring to him, what can be used and how to use it to maximize the value. Even many times, you can tell users the story behind the product, how the product was born, why it was launched, how the product process was, how much effort was put into the user, and so on.

For example, the "Big Golden Sheep" in Swan Village, which was sold well in WeChat circle of friends not long ago, can be rated as "1.5-liter package (subtext is suitable for giving to relatives and friends), using screen printing technology to print patterns on wine bottles with professional glass ink instead of traditional paper labels in the past; The red golden velvet golden goat cloth bag shows the high-end atmosphere ... "

Step 5: Content introduction

The content introduction is a comprehensive introduction of the product, which allows customers to fully understand the benefits and characteristics of the product. You can include expert comments, supporting documents, delivery, price, payment and other information. You need to break down the product into various interest points, and then describe it in the language that customers are used to. The most important thing is to "describe the results", and each paragraph gives him a result. Some fine wine companies list the score of wine critic Robert Parker or the award of the international authoritative wine magazine "Pinchun Ke" next to the introduction of wine, which is also a little skill that can be used for reference.

Step 6: Call to Action

If the user doesn't take action, your copy will be written in vain, and at the same time, the action you want the customer to take should be as simple as possible, as specific as possible, as clear as possible. You must not let him make a lot of efforts to buy your product. If you do this, you are depriving yourself of the right to deal with customers.

You must give him a reason to act immediately. People are used to procrastinating and hesitating. Many website copywriters are most likely to ignore the call to action, so use clear and proactive words to call on users to take action, or buy products, or fill in online forms, or pay by WeChat, or make phone calls to push customers to complete the next action you set in advance. You can set a countdown date to strengthen the customer's mobility.

Step 7: Zero-risk commitment

Zero-risk commitment can eliminate the risk of the buyer in any transaction. When you eliminate the risk of the buyer, you also eliminate the main obstacle to the buyer's purchase. In this strategy, all you have to do is bear all the risks between you and the buyer. Let them know that if they are not satisfied, you can simply refund them money or redo the work for free to make them satisfied.

if your customers say that your products are very attractive, I am still worried because I have bought many products before, and the results are not satisfactory. What if this time, as usual, it doesn't match what you introduced and can't satisfy me?

You can answer this question. If you are not satisfied with the product after receiving the product, we don't deserve your money. You have the right to ask us for a full refund. We will refund all the money you paid to you immediately. And we won't ask you any questions.

Step 8: Frequently Asked Questions

Although your copy is very detailed, you will also miss some questions that customers are particularly concerned about. You need to think from the customer's point of view. You need to answer the questions in the copy in advance. What other questions and questions will customers have? For example: delivery problems, quality problems, return problems, safety problems, use problems, etc. The more carefully you consider, the more assured and satisfied customers will be.