How to write product copy design

How to write product copy design

The essence of product copy design still plays a role of communication and docking. We write products only to make customers like to buy our products. It is the most important thing to fully reflect the selling points of your products. Let's take a look at how to write the product copy design. How to write product copy design 1

The common writing methods of product design copy are three-paragraph writing method and nine-square thinking method. The main function of product design copywriting is to induce consumers to buy according to your suggestion. The most important thing is to tell the facts that are beneficial to the product, and pay attention to matching excellent product pictures when writing the copy.

1. Three-paragraph writing

Three-paragraph writing is to imitate the inverted triangle writing in news. The first paragraph should focus on the sales discourse of the full text, because most people have no patience to read the whole text. The second paragraph should be extended according to the sales discourse in the first paragraph, and pay attention to the characteristics of the goods. The third paragraph is usually used to strengthen goods, that is, to explain the price advantages and gifts of products. The length of the second and third paragraphs depends on the writer's writing skills. If the writing skills are not good, just list the selling points of the product.

2. Nine-grid thinking method

The nine-grid thinking method is to take out a piece of white paper, divide it into nine grids, fill in the product name in the middle grid, and then try to fill in the advantages that can help product sales in the other eight grids. Jiugongge thinking method is a simple practical method of forcing creativity, and can also be used to conceive PPT structure of copywriting.

3. Excellent pictures

No matter how touching the copy is, the effect may not be as good as convincing photos, so pictures play a very important role in the copy. Product copy is not writing, and pictures may be more attractive. You can add a row of words to the bottom of the picture, which is much better than simple words. How to write product copywriting design 2

Elements of product copywriting design

1. Elements of product details page

There are many kinds of pictures in product details page. The first picture is what we often call this poster picture. The most important thing in the poster is the typesetting of the copy. Whether it's the homepage, the advertisement, or the layout of the poster picture of the activity, it's very important. Next, we'll explain the layout.

Second, the three principles of making a detail page

(1) Try not to use words when you can use pictures;

(2) The connection of each part should be logical;

Let's just say that the last paragraph and the next paragraph must be able to connect the preceding with the following and be logical. Don't say that the last one is talking about this selling point. The next one went to talk about other logistics and certificates. The whole detail page is particularly long, and it is composed of many pictures. So this typesetting must be logical.

(3) Give reasons for buying and action mechanism according to consumers' needs.

Just now, we have given a comparative copy by way of example, so that everyone can understand what an action mechanism is, that is, to give reasons for buying and a scene to use.

third, the framework flow of product details

Part I: Creative posters

Through the form of creative posters and creative copywriting, consumers' interest can be aroused. Creative posters are too subjective and have no quantifiable standards.

Part II: Introduction to Baby's Features

This part of the copy needs to fully tap the innovative features of Baby, and the distinctive and differentiated features can attract people's attention.

Part III: Advantages of Baby

Highlights the advantages of Baby compared with other products. This part requires you to carefully study the product details pages of Tmall, JD.COM and Suning.

Part IV: Baby's Benefits

Highlighting Baby's benefits is that it needs to provide more value-added services than competitors, or services that exceed consumers' expectations, and can solve consumers' problems, which will naturally stimulate consumers' purchase demand.

Part V: Baby's parameter specifications

For example, the size of goods (such as clothes and shoes) can be visualized, and data information such as height and weight measurements can be provided, so that consumers can combine their own data information, choose the appropriate size, and make a physical comparison (kiwi fruit and eggs) to reduce shopping mistakes. Through visualization and physical comparison, we create an immersive sense of substitution for our consumers and make abstract things concrete.

Part VI: Baby's Details Display

The advantage of baby's details display is that, for example, when we buy clothes, there will be many details displayed, and with some creative copywriting information, it will create an emotional buzz of consumers.

Part VII: Baby's brand image

Show pictures of specialty stores, assembly lines and workshop equipment, and show the professional image of the brand. A typesetting logic, the ticked part is the part that the detail page must contain. A * * * has five parts, the focus map of the baby, the details of the product, the reasons for giving people money to buy, the call for purchase, and the purchase instructions. These tick boxes are the most basic components of the details page, which must be guaranteed according to normal logic.

IV. Precautions

1. The PC version and the product details page are different from the product details page on the mobile phone. The PC version requires everything, while the product details page on the mobile phone should not be too long in order to facilitate reading and save traffic. Select the most important information and control it within 5 screens.

2. The product pictures should be iconic, and the whole page should be logical and coherent. Don't make a patchwork, which will reduce the trust of customers.

3. If you can use pictures, don't just use words. Pictures are more intuitive and more expressive than words. How to write a product copy design 3

Several general guidelines for writing a product copy

First, accurate expression is always the first guideline for product copy. Make sure that what you convey is basically the same as what the audience can understand, and don't make any ambiguity or make the audience misunderstand (unless you want to). Only when this is done can we pursue others on this basis, such as style, aesthetics, expression skills and so on.

second, refuse chaos and complexity, and pursue conciseness and clarity. Some novice product copywriters always want to tell the whole story to users and attach all aspects of content, while high-level product copywriters will make choices, screen and refine the core selling points, and only talk about the most important things. After all, with limited content frame and limited attention, it is enough to concentrate on leaving key elements for users. Talking too much becomes a long story, but users will not buy it and will only choose to skip it.

Third, a long copy should have a sense of rhythm, and through the transformation of rhythm, vocabulary and rhyme, that is, repeated consideration of words and sentences, the sense of language in silent reading can be improved. Only such a product copy can make people feel "fluent" when reading. In this way, the user's reading experience will not appear stiff, and he is willing to continue browsing down. Of course, this link tests the writer's writing skills.

fourth, repeated deletion is the only way. Only by constantly silently reading and deleting can we iterate and refine a better version. Excellent product copywriting must have been repeatedly considered and deleted, and the author suggests that every revision should be purposefully revised, just like Haruki Murakami's revision of "Assassination of Knight Leader", the first time it was deleted, the second time it was added, and the details were added; The third time to polish, the fourth time to modify the logic, rhythm, etc., and finally modified into their own satisfactory version.

Fifth, the perspective is equal, and neither the honorific words like "you" nor the commanding tone should be used. You can see that the product copywriting of Ali Tencent, these Internet giants, is like this, which can not only bring users closer, but also be a kind of content taste, and will not make communication seem stiff and distant.

Sixth, the way to improve the level of copywriting is always to read more and practice more, not only to read excellent works and cases in the same industry, but also to read some excellent literary works, such as poems, essays and other genres (because of concise language, frequent golden sentences), the waist cover, back cover and preface of bestsellers (all excellent materials), as well as some masterpieces containing a lot of psychological and detailed descriptions, so as to feel their understanding of the text.

seventh, the principle of "Don't make me think". In other words, it is necessary to consider the user's "no contextual background", so the copy should abandon professional and obscure vocabulary, and explain clear elements, and GET the core content of the copy on the basis that the user has no professional knowledge background and no expectations.

Eighth, if the product copy refuses to flatter itself, it is necessary to think about how to express it from the user's point of view or scene. High-level copywriters generally have their own way of empathy when writing, such as chatting with developers with products, chatting with strangers who don't know anything about products, or thinking about what "I" cares about by substituting themselves into the role of consumers. What am I curious about? In this way, the works written can hit the hearts of the audience, rather than being touched by themselves.

Ninth, product copy should be unified with other elements, and form a unified style, typesetting and aesthetics, so we should strive for harmony in format, posters, pictures and colors.

Tenth, copywriting for young audiences can develop brain holes, play with creativity and play with individuality, but we must also grasp the discretion. For example, the copy of the jump link in the product "Click the button, the old driver will take you to the car" is a typical joke, and young users can understand it in seconds and have a high degree of acceptance. However, if the audience is middle-aged and elderly, there will be a high probability of conflict, which will make it difficult to understand. In addition, the circle layer language should also be used carefully to avoid losing users outside the circle layer.

Eleventh, in order to improve the communication efficiency of copywriting, we can simulate the breathing feeling of asking and answering questions, presuppose or imagine what the audience will think of first when they see this product, and then respond. This kind of copy will make users feel that the product understands me very well and can understand the selling points of the product quickly and efficiently.