How to write a good copy? About e-commerce

With the popularity of Internet applications, the wave of e-commerce has hit. Participants in this wave will certainly not ignore an important part of e-commerce operation, that is, the description of the goods they operate. Because in the e-commerce environment, there is no longer a shopping guide to explain the goods in person, but to recommend the goods through the description of the goods. The description of goods needs the planning of copywriting to achieve good results, so there is the product of e-commerce commodity copywriting, and it has entered the front line of e-commerce competition.

The work content of e-commerce commodity copywriting is similar to that of traditional advertising copywriting, but it is also very different. It emphasizes sales orientation and is one of the effective tools to promote e-commerce sales. It strives to let the audience get the information they need through the design effect of words, pictures and web pages planned by copywriting, and then judge whether the goods are worth buying. Therefore, a good e-commerce product copy is very important for e-commerce operation. Attractive and persuasive copywriting can not only greatly improve the conversion rate of online stores, but also reduce the time cost of user consultation and enhance the user experience. It is of great practical significance to understand the characteristics of e-commerce product copywriting planning and explore the planning organization methods and skills.

First, the characteristics of e-commerce commodity replication

As early as a few years ago, in the online business circle of Taobao and Tmall, excellent product copybooks kept pouring out. For example, at the annual "Double 1 1" e-commerce carnival, many e-commerce products caught the eye of users, earned enough clicks, sales and popularity, and the sales of single products exceeded 100 million. I have to say, they did a good job. Why can they stand out from many e-commerce product copywriting?

1. Duality of copywriting audience

2. The planning content is ternary.

Traditional copywriting is a process of expression, development and deepening with the continuous development of advertising creativity, which mostly exists in advertising companies, corporate propaganda, news planning and so on. The e-commerce product copy is to achieve the purpose of sales without the face-to-face explanation of the shopping guide, which is different from the traditional copy planning only for words. Its planning needs to include three parts: the description of goods, the display of patterns and graphics, and the planning of web design effect. The audience can get the information they need through the text, pictures and web page design effects planned by the copywriter, and then judge whether the goods are worth buying. Therefore, the content of e-commerce commodity copywriting planning is ternary.

3. Interactive multimedia presentation.

Internet is a new form of media, which can publish and integrate information in multiple ways and at multiple levels. Compared with the traditional copywriting form, the final form of e-commerce commodity copywriting is a web page with interactive multimedia. Its presentation is no longer a static text or a combination of text and pictures, but a combination of text, pictures, animation or video. They can present the content to users in the form of multimedia under the organization and arrangement of web pages. These contents can easily interact with visiting users in the form of web pages, attracting them to continue browsing or take other corresponding actions. Therefore, the presentation form of e-commerce commodity copy is interactive multimedia.

4. Timely effect feedback

Compared with the copywriting generally presented in print media, television and radio, the feedback of the effect of e-commerce product copywriting is very obvious. Compared with these traditional copywriting, the effect of e-commerce product copywriting can be quantitatively monitored, and its calculation is very convenient. For example, the audience's browsing click trajectory of the copy display results, as well as the actual purchase rate after clicking, including the distribution range and time of the audience's access to information. Can be found through the network server. After the copy is completed, the copy editor can realize the feedback of the product copy effect through the webpage in a short time. After getting relevant feedback, you can adjust the copy in time, so that the effect evaluation can be repeated several times until you are satisfied. It can be seen that the copy of e-commerce products has the timeliness of effect feedback.