How to write Taobao explosive copy for e-commerce copy

With the content of Taobao, doing e-commerce operation will involve content operation problems.

Content operation will also involve marketing soft text. To put it bluntly, it is the text of text packaging products, which is used for drainage in various graphic channels.

Everyone must participate in the operation, and it is estimated that there are not many copywriters who contact e-commerce.

Compared with selling goods directly in the mall with a trumpet, the essence of e-commerce platform is to give goods the soul of word art and let users buy them willingly!

For the product details page, the most important function is to attract hesitant browsing users with selling points. Copywriting should first have a clear idea and a set of its own methodology when writing the product details page.

In order to help operators write better selling points, A Zhu specially chose a dry article, hoping to help.

0 1

Jiugongge thinking formula method

-

Copywriting is often to stimulate hesitant users and stimulate their temporary needs. This paper introduces a conventional method: Jiugongge thinking formula method.

Give a chestnut:

Recently written beauty instrument brand, it has a model called "ReFaCARAT micro-current classic model". With the 9-grid thinking method, after the product name is filled in the middle "product name" grid, the other eight grids will fill in the feasible sales advantages of the product: "Get COSME, the same star, micro-current, edema-removing and face-lifting, lifting the ultimate skin, painless to use, small and portable.

This way, you can form the thinking of quickly tapping the highlights of products, and then you can use marketing skills to write a copy. For the advantages, we can write copywriting from several aspects, such as the scenes that Taobao often advocates:

What's the scene?

We have to take apart the scene, the scene, the scene. "Field" is the concept of time and space, and field is time plus space. Users can stop and spend in this space. If a person can stop to consume in a certain space, this field exists.

"Scenes" are scenes and interactions. When users stay in this space, there must be scenes and interactions to trigger users' emotions and hold users' opinions. This is the scene.

Then you can use the selling points on the beauty instrument to write words that can be used in scenes, such as "edema, face-lifting, and small convenience" scenes that can be written: selfies, travel, dating with boyfriends, bullying with ex-girlfriends, company parties, workplace interviews, etc.

Consumers will be triggered by these situational words, and emotions are the engine that drives users' actions.

02

Copy of commodity details 6 points

-

1) with excellent pictures

Subtitle outline, picture description, contrast deepening. No matter how touching the copy is, it is not as good as a photo of a commodity with high emotions, and it is not as good as a long story with pictures and texts.

The copy on the product details page is not text. You can think of it as a one-page electronic catalogue. The picture is the focus of the details page, and a small row of fine print can be added at the bottom of the picture as appropriate to explain.

In addition, please remember to summarize with subheadings, so that the reading effect will be better and users can quickly grasp the selling points of goods.

2) Understand user needs through customer service.

For the small partners who are doing e-commerce operations, it is strongly recommended that you do customer service for a period of time, or check some historical news of customer service, because you can more accurately understand the user's needs, purchasing psychology and user positioning from this information.

Only in this way can you do some product copywriting that is more attractive to users and grasp the user's psychology more effectively. Ali index can also be used to analyze and refer to product user data.

3) Pay attention to the optimization of single page title SEO.

There is a saying in our e-commerce operation circle that "people who can't write commodity copy are writing for themselves; People who can write commodity copywriting are specially written for the target audience; The person who is best at writing commodity copywriting, the copywriting is written to both the target object and the search engine spider.

Copywriting optimization of titles plays a vital role in site search, and a good copywriting should also be familiar with SEO of titles.

Especially when an e-commerce platform like a treasure sells goods, a considerable number of users find what they want through search when purchasing goods, so an excellent title SEO can bring more sales than expected.

Now many multi-word media are also selling goods. If you want to be read by spiders of Google, Baidu and other search engines, you need to pay attention to whether the title, product name in the article are complete (including brand/Chinese/correct model/selling point) and the frequency of product name (at least 2-3 times).

4) Inducing consumption: the forms of buying gifts and buying gifts should be skilled.

The words "gift", "free" and "reduction" are the most likely words to induce users to buy goods. For e-commerce operators, they should always know the sales and inventory of the goods they are responsible for. Even if we adjust our sales strategy, we can increase the sales of some goods with bad market by packaging sales.

5) Make good use of commodity packaging.

What award did this product win from which famous brand? Which channel is the sales champion at present? Which website users have the best reputation? Which popular celebrities endorse this product or highlight its absolute price advantage (such as the lowest price in history).

6) Modify the product copy according to the customer's problems, seasons and sales data.

Copywriting can be different before the sale of goods, when the goods are newly listed, when the goods are selling well, when the sales volume of goods declines, and when the goods are cleared. These differentiated copywriting will make your store sales atmosphere in place.

The essence of promotion is to help consumers find a good reason to want to buy at this time, as simple as that.