What is the triple copy strategy of the double 1 1 e-commerce routine?

Finally, talk about the copywriting strategy of goods.

Look at a case:

If you go to eat pancakes in the morning, an old board says: six yuan each, authentic Shandong miscellaneous grains pancakes.

Let's put it another way.

A set of pancake fruit! One yuan for an egg! Love crispy noodles! Chili bean curd chopped green onion! Shovel Xiao Mu brush!

Or: here, eat pancakes, drink tofu brain and think about life.

Have you found that the psychological feelings brought by the first two sentences are completely different? This leads to the difference in the final effect, and the core lies in the psychological account.

Psychological account

1980, Professor richard taylor was the first to put forward the concept and theory of mental account. According to the theory of mental account, people not only have the habit of classifying goods, but also classify and treat money and assets differently, and establish various accounts for them in their minds, so as to manage and control their own consumption behavior.

This practice is often unconscious, so people usually don't feel the influence of psychological accounts on themselves. But how people classify income and expenditure will directly affect their consumption decisions.

For example, our psychological accounts include eating, entertainment, communication, study, commuting and so on. I want to buy an expensive piece of jewelry for myself, but if it is for my partner, parents or friends, will you suddenly feel that the money is well spent?

The same is true for e-commerce. The product details page tells you a story, describes a scene, and reminds you of a beautiful life and yourself. According to Maslow's hierarchy of needs theory, everyone has a high-level spiritual pursuit of self-realization, and objects are an indispensable part of the scene. By transferring psychological accounts, an ordinary object can also produce high-level demand value.

For another example, if you paid a bonus before the Double Eleven, are you more likely to squander your bonus instead of your salary?

Of course, the premise of this statement is

Boss, bonus!

It is very important to grasp the user's choice.