How to write a copy of household products to sell more goods?

Recently, when I was looking through home magazines, I found that all home manuscripts have a common problem-flowery words and flashy words.

360-degree talk about comfort and exquisiteness. There are at least three adjectives in a sentence. The words are beautiful and the sense of language is very carefree, but there seems to be something wrong.

For example, this sentence: "XXX guest dining series furniture is mainly inspired by Van Gogh's paintings. Starting from art, the combination of ingenious light carving technology and rough texture of wood makes the texture of furniture surface similar to that of Vincent Van Gogh's paintings, revealing artistic beauty in home life and creating an artistic atmosphere. " what can I say? Official self-appreciation is the most deadly!

Self-satisfied copywriting, also known as "X-type copywriting", is a common problem of 99% copywriting.

This is also the reason why many copywriters, despite working for three to five years, are still required by Party A to work overtime and make repeated revisions.

If you have similar distress, before you complain about Party A's harsh demands and the boss's wonderful turtle hair, you might as well recall how you started writing copywriting.

In the morning, you may receive a temporary work slip at 10 or1-0/-writing a banner main advertisement or product introduction for new household products.

It looks like a piece of cake and it's hard to write.

You read and reread the work list, went to the toilet five times, smoked two cigarettes on the terrace, browsed six home websites, and turned over the award-winning works of Cannes in the past two years ............................................................................................................................. Until 3 pm, the document was blank.

You are worried, you are depressed, and you sigh. Why not write a copy that satisfies the boss and customers quickly? Why is the Muse late? Why do you think the final copy is good, but the data is mediocre? Because writing a copy is not an easy task, especially at home. You know, all copywriters, like you, have been or are considering baldness for a copywriter.

There are many excellent product copywriting cases, but few excellent home product copywriting cases. Many colleagues like to use various theories to package the writing methods of copywriting, AIDA and other four persuasion skills, so that users can gain insight into users' thinking and analyze users. All this is true, but it lacks some practicality and is not enough. Simply put, it's useless to write everything after reading it.

Today, I will make a fool of myself and teach you a simple trick of opening your brain wide.

Before releasing the relevant writing formula, let's review the 2 1 reasons why users buy:

1 liked by people; In order to be thanked; 3 in order to make the right choice; It is important to be grateful to yourself; 5 in order to be different; 6 in order to make money; 7 in order to save money; 8 in order to save time; 9 for health; 10 in order to become more attractive; 1 1 To be sexier; 12 in order to acquire knowledge; 13 for fun; 14 for fun; 15 satisfy curiosity; 16 to make work easier; 17 for protection; Comfort18; 19 is convenient; Out of fear and greed; 2 1 out of guilt.

Your first impression is 18, and you may think that "home is not for comfort". Indeed, "for comfort" is the primary reason for most users to buy household items, but their thinking might as well be more open: in order to see their children's smiling faces, mothers may buy Peggy a children's sofa, which is "1 liked"; Similarly, in order to be liked, a wife may buy a chair that is more ergonomic and convenient for her husband to draw design drafts to earn extra money; A husband may buy a cosmetic mirror with a fill light to make his wife praise his thoughtfulness, even though he mistakenly chose pink, which his wife hates most.

Found no, different objects, the same purchase reason, can also have different interpretations.

Copywriting is not taught, it is invented. Today I'm going to introduce this copywriting thinking formula developed by myself. It may not make you write a golden sentence or a million copies, but it will make you think of a more marketable copy.

People+points+goals, referred to as PPT.

People, that is, the target users of copywriting.

The selling point, that is, the main selling point of a product, lies not in quantity but in fineness, and the finer the better.

Target target, that is, the user's goal of buying products, is also the reason for buying.

Remember the most classic Apple iPod copy? Pocket 1000 Songs, a copy written by Jobs for the iPod, accurately and skillfully described the capacity of the iPod and successfully established a distinction with other MP3 players at that time.

If you want to use the principle of "PPT" to restore the thinking logic behind this copy, it will be like this:

People-a person who loves listening to songs, click on an MP3 player that can store 65,438+0,000 songs. The goal is to be portable and listen to songs anytime and anywhere, that is, the reason for buying is "65,438+09 for convenience".

Together, it is "this is an MP3 player specially designed for people who like to listen to songs. It is portable, can listen to songs anytime and anywhere, and can store 1000 songs".

Remove the complexity, simplify it a little, polish it a little, and "pocket 1000 songs" will come to your mind.

You may think that this is an example, and the PPT principle is not so omnipotent. Then we might as well look at another example.

The following is Lifu's copy for your taste:

The structure of PPT principle is still clearly visible behind the kind words.

Do your own thing and leave the housework to it;

Person is a busy office worker, Point is an intelligent sweeping robot that frees hands, and Target saves time for housework cleaning, which is "8 to save time" in 2 1 purchase reasons.

P+P+T= This is an intelligent sweeping robot specially designed for busy office workers, which is convenient for freeing hands and saving housework cleaning time.

Refine the key words that reach users: busy, housework, free hands and save time, so it is easy to write "busy with you, leave the housework to it", supplemented by product price and warranty commitment, and write a qualified product copy.

Is it simple? When you are not inspired to write a copy, try the "PPT" principle.