How to create a sales copy of "explosive" products?

Eight years of experience in marketing copywriting, summed up the six-pulse magic sword, to help you increase the turnover of sales copywriting by more than three times. ....

To create a network explosion, it is equally important to create a strong sales copy in addition to good products. Brother Wuji summed up his years of experience in writing product marketing letters and shared six tips with you:

1, positioning Before writing a product marketing letter, you must first ask yourself, who are you writing for? Don't try to cover everyone, but write for your core customer base, which is penetrating. At the beginning of the marketing letter, it's best to be clear who you want to communicate with: if you open an online shop selling snail powder, which is aimed at Liuzhou people from other places, then you should start with this sentence: "Do you miss the delicious snail powder in your hometown, a wanderer in Liuzhou?"

Step 2 sell points

After defining the target customer group, you should answer a core question: What benefits can your product bring to users, what problems can you solve, and why do users choose you instead of your competitors? Therefore, on the first or second screen of your marketing letter, present your unique selling points clearly and forcefully in the form of subtitles, but no more than three, so as to give users a strong reason to choose you! Unique selling point is not a beautiful advertisement that anyone can use, but your uniqueness, which can be defined by words such as "unique, original, sales first, largest scale, most expensive, fastest, lowest price, patent". For example, Yang Zong, a member of Mowgli Club, is a new drug-taking mask, aiming at "the world's first drug-taking mask, which contains chitin exclusively, can quickly absorb facial toxins and prevent makeup sequelae, macula and blackheads". Title.

After knowing who you are going to write to and your unique selling point, you can start drafting the title of the marketing letter at the top of the fold. The title is very important, and its mission is to quickly attract attention within 3 seconds and lure readers to continue reading!

I once read a headline "Young and beautiful post-90s female college students, lying in bed earning 40,000 yuan a month", which immediately aroused my curiosity. After reading it, I found it was an advertising letter for online investment promotion.

Step 4 witness

Who is the biggest enemy of online trading? It is the lack of credibility of the product! How to build credibility? In the marketing letter, third-party certificates such as expert certification, media reports and customer witness must be fully displayed. The more powerful the product is, the more it needs to be witnessed!

How to get true and weighty testimony? The WeChat business selling "Pig Nima" bacon is doing very well: Brother Wuji is an old foodie, and he can't help asking for the price when he sees the product map he sent in the circle of friends. When dealing for the first time, I didn't expect the boss to throw in a sentence as soon as he opened his mouth: send an address and eat first! After some tasting, I felt that the bacon was particularly fragrant and the service was very warm. I always feel that I owe a favor, and finally I can't help but take the initiative to send a favorable comment in my circle of friends.

5. Layout

In the era of mobile network, the typesetting of marketing letters must focus on "fragmentation" and "mobility" It is basically enough to grasp the following three norms:

◎ The length should not be too long, and it is best to control it within the mobile phone screen 10. My first comment on most marketing letters is: reduce the text by half, or even 80%! The more you talk, the easier it is for readers to ignore the point you want to express.

◎ Fonts should not be too small, fonts and colors should not be too fancy, and small screen reading experience should also be taken into account. Many beautiful typesetting on PC side is terrible on mobile phone side.

◎ Bold spaces: refer to this article for typesetting. The text should be left blank every 3-4 lines, and there should be enough blank around the picture and in the header and footer of the article to avoid information fatigue.

Step 6: the ending

Good articles should be: rockhopper, streaky pork, leopard tail. Why do many marketing letters have no trading power? Is the lack of a good ending, as a result, the user ran at the end of the door. A good conclusion should give users simple and clear action instructions, specifically tell users what action we want TA to take next, whether to place an order, make a phone call or register, and it is best to bring attractive bait and reward for immediate action. Genius old drivers in the workplace, HR trends, dry goods in the workplace, at your fingertips! Wechat official account Laibai human resource ID: hrcome-on