How to write attractive copy?

Before you start writing a copy, you need to conceive the structure of your article, because if you don't even know what you want to express in the first, middle and last parts of what you want to write, you can't write a good copy. At best, it is an advertisement that you can hardly understand. You don't have to be completely confident, but at least you should clear your mind and know the key points you want to highlight. This is like the difference between learning for yourself and learning for others.

As a marketing article, your ultimate goal is to make readers who really need to buy your products. First of all, you should show the unique selling points of the products you sell, such as cost performance, quality and function. After reading this, you may want to say, what if our products have no unique selling points? Listen to me, friend. It is important that you let those who really need it know that they need it. If it has nothing to do with market demand, then its existence is a mistake.

Copywriting that only introduces products is not a good copy, because it is more like a smelly and long advertisement in the eyes of readers, which makes people feel boring. If you are a reader, will you always watch all the boring advertisements? I won't anyway.

Shugman, a master copywriter, once said: The function of every sentence in copywriting is to let readers read the next sentence and let them read it to the end like a slide show. This is the so-called "sliding effect". So how to make the copy have a slide effect? This needs to make the copy dramatic. You can tell a short story to remind readers of the corresponding scene and let them know that they need this product. For example, the selling point of your products is good quality. You must let them know that they need to pay more attention to quality when buying similar products.

At first, you can describe a short story. You can say that an enterprise or someone bought inferior products because of greed and cheap, which caused huge losses. Then in the middle part, you can tell readers how to distinguish the advantages and disadvantages of similar products. Finally, you can start boasting about your products. As I said, if we go in the wrong direction, our efforts will be in vain. Even if you are bragging, you should blow to the point!

Usually, human nature has several characteristics, such as curiosity, conformity, greed, fear, laziness, vanity and so on. In addition, there are many others that will not be listed one by one. You can brag from the perspective of human nature, oh no, it's writing. If you want to highlight the quality of your products, you can take advantage of the characteristics of human conformity, such as the annual sales of XX brand products exceeding 5 million, the choice of 20 million people and so on.

In fact, the essence of marketing is to sell our products to people who really need them. What we need to do is not icing on the cake, but to help in time. It's like playing LOL for a long time and getting sleepy. At this moment, you suddenly handed me a cup of coffee, which not only didn't make me bored, but also made me feel very thoughtful.