How to write a soft text promotion copy with super high click-through rate

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 headlines can't catch users' eyes in an instant, we may lose users who continue reading, even if your content is no matter how good.

So when we do product copy, we must have a very attractive title. There are two kinds of titles we often use:

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

Step 2: Make full use of curiosity.

I believe everyone has heard of 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 articles carefully, you must arouse their curiosity. Before the text begins, you need to enlarge his curious content. Only in this way can you remain enthusiastic about your long speech.

If users open your page for a while and then close it, you will have no marketing opportunities. So this place must guide users, and you need to keep them interested. There is no need to promote any products in front. Retaining users first is the key. If users stay, there will be more opportunities for later marketing. For example, the following headline can arouse people's curiosity: "Don't eat these dishes when drinking" and "Why is someone 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 have to remember that we have nothing to do with the users in this place. What if users don't trust us? Trust marketing is the best marketing method, so users must 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 a third party, especially the evaluation and feedback from friends around him. Users need a sense of security, worry about their misjudgment, and need advice. Knowing this, you can solve his inner anxiety in advance and let him 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 in many cases, you can tell users the story behind the product, how the product was born, why it was launched, how the product process is, how much effort has been paid for users, and so on.

For example, the Swan Village "Big Golden Sheep", which was sold well in the WeChat circle of friends not long ago, can be rated as "1.5 liters in value packaging (subtext is suitable for giving to relatives and friends), and the pattern is printed on the wine bottle with professional glass ink by screen printing process, instead of the traditional paper label in the past; Red golden velvet Jinshan sheep cloth bag highlights the high-end atmosphere ... "

Step 5: Content introduction

Content introduction is a comprehensive introduction to the product, from multiple angles, so that customers can fully understand the benefits and characteristics of the product. You can include expert opinions, supporting documents, delivery, price, payment and other information. You need to break down the product into various points of interest and then describe it in the language that customers are used to. The most important thing is to "describe the result", and each paragraph gives him a result. Some fine wine companies list the score of wine critic robert parker or the award of 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 act, your copy will be written in vain. At the same time, the actions you ask your customers to take should be as simple, specific and clear as possible. You must not let him make great efforts to buy your products. 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 procrastination and hesitation. Many website copywriters are the easiest to ignore the call to action, so use clear and active words to call on users to take action, or buy products, or fill in online forms, or pay by WeChat, or call to urge customers to complete the next action you set in advance. You can set a countdown date to enhance the liquidity of customers.

Step 7: Zero Risk Commitment

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

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

You can answer like this. If you don't agree with my introduction and are not satisfied with the product after receiving the goods, 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. We won't ask you any questions.

Step 8: Frequently Asked Questions

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