How to do a good job in e-commerce copywriting

Copywriting is one of the most important links in commercial propaganda, and a good copy can often bring several times of benefits to businesses. Then what kind of copy is a good copy? How to communicate well in copywriting? In view of these problems, the author gives the answers. As early as a few years ago, the battle for individuality of e-commerce in China started. In the online business circle of Taobao and Tmall, copywriters are constantly emerging. Some are hired to be responsible for advertising creation, while others are their own bosses. They use this way to catch users' eyes to earn clicks, sales and popularity. Copywriting is presented to the vast number of users under the strong exposure of the Internet, which indicates that the e-commerce copywriting open competition starts ahead of schedule with the promotion. Copywriting, a form of advertising with text as the carrier, has already moved to the front line of e-commerce competition. Then, let's take a look at how "copywriting" makes people consume. Q: How do first-line e-commerce do copywriting? A: On the eve of the 6. 18 e-commerce price war last year, there was a remarkable phenomenon. The advertisements of several large e-commerce companies were exposed online. Surprisingly, there are no more stacked design drawings of various commodities, and there are no clear price reduction promotions and discounts. Instead, there are standard posters. From a psychological point of view, this keyword writing is the simplest and fastest way to identify. Although it lacks the visual impact of the image, it can profoundly supplement the "sense of connection with oneself" of the missing image and deepen the user's memory of the advertisement. JD。 COM- Stop it, Suning. cn- Don't panic, Dangdang-Stop it, Yi Xun-Stop it, Amazon China-Compare prices, Gome-Stop pretending, and the word store 1- Don't believe it ... appeared in Weibo, which even surprised many people in the industry. Let's not talk about whether there is any suspicion of joint speculation or gang attack. From the above advertisers' point of view, it is not difficult to see that the key words here are all around an "attitude", an attitude in the face of competition and self-promotion. Secondly, the content of the advertising center is a detailed description of the keywords in the advertising language, while the logo of the website is tacitly posted at the end. Q: How to communicate well in copywriting? A: First of all, we should avoid the methodological misunderstanding in copywriting. There are many ways to write a copy. The direct purpose of copywriting is not dazzling advertising art, nor can it compare with imaginary movies (they can be formal). Therefore, the "clear purpose" of the copy itself is more important than the "advanced method", which is the most easily overlooked part of many copies. Brainstorming, also known as intellectual stimulation, is a collective training method of creativity proposed by American Osborne. It's not the concept that some second-rate professors say "my mind is full of countless ideas, like a storm". Everyone needs time to enlarge their imagination, but the speed varies from person to person. Experience tells me that impulsive instant ideas are more suitable for discussion or communication, and you should think carefully when you write. Look at ThinkPad's advertising slogan "Make your mind stronger" and bring the meaning of "thinking" into the advertising slogan. Similar to this creative process of turning an idea into words, we need to fully understand its content, significance and expected effect, and sometimes bring in a little fascinating pride-"stronger". If you want to express "yourself" to the nail on the head, try to create words full of artistic conception and attitude with backward thinking order, which is actually more rational, calm and practical for enterprises. As for our brains, they are used for thinking, not shooting. Q: What kind of copy is a good copy? A: * * * Ming case: M&A; M chocolate copywriting-"only soluble in mouth, not in hand." What exactly did we see? Magical novelty food full of magical colors? Or do we have a chance to kill a chocolate bean with our mouths? Seriously, we should connect the nouns M& of these body parts in series, so that you can imagine the whole process of M & ampm beans being greedy. In addition, don't forget that "dissolution" is a key verb full of camera sense after all. From a practical point of view, how to consider copywriting? Not only do you need to look at the effect, cost and return ratio after advertising investment, but I think you should pay more attention to the "preview" before finalizing the advertisement. Avoiding formulaic doesn't mean being casual. It should define the market positioning and audience, and tell them in their language: what you can get/what kind of person you are/your relationship with us/whether your hope can be realized/you are the only choice/you have no reason to refuse, etc. It needs to accurately convey the "effect" to readers, and users will try to perceive their relationship with your product or brand. Q: How should sellers define the difference between editing and copywriting? A: Copywriting and image * * * work well together. Only half of the tools are used to sell only by words, and images or graphic images associated with words can create an integrated sales concept, which can make consumers feel more involved than simply describing commodity parameters by words. For example, Kraft Foods has an advertisement for housewives entitled "How to eat well with little money?" Undoubtedly, this is a problem. Editors are defined as professions that write descriptions of brands or commodities. The biggest difference between them and copywriters is that editors pay more attention to describing "self"-he pays attention to selling points, while copywriters pay more attention to describing the relationship between this "self" and others-he looks for demands. From the editorial point of view, it is closer to "our food is delicious and cheap", while from the copywriting point of view, as I mentioned, "How to eat well with very little money" is not a simple communication, but a kind of thinking to guide inspiration, introduce yourself, and attract users' attention that money and goods can also be exchanged well. Q: How to recruit excellent copywriters? A: Please remember that as a business copywriter, he is not only a creative artist, but also a salesman sitting in front of the screen. His job is not to devote himself to cultural creation, but to persuade people to buy products and recognize brands. He is a business elite. As John Thayer, the copywriter of the email advertisement, pointed out, "We don't do original things for the sake of originality. We often reuse useful things." They can transform some copywriting or reshape a phrase, but they must have excellent thinking ability, deeply understand what business is all about and what it can bring to this business model, and they can do their best in profit, goodwill and integrity. They are people who actively love life, they are people who take care of their families, and they are even lovers of directors. They can be any rational and emotional person who loves reading, sports, romance and music.