"Hot Copywriting"

Some time ago, a friend took the project management copywriting of sister Andy, who is an activist, to discuss the insurance products of an insurance company. Why sister Andy’s copywriting makes people feel comfortable reading it, while the copywriting of the insurance company makes people feel comfortable. Does it make people want to block him?

We discussed it for a long time and agreed that Sister Andy’s copywriting was very thoughtful. After reading it, people felt that they would definitely benefit a lot from taking this course, and the insurance copywriting of insurance companies was just selling products. We are also very curious about how activists write thoughtful and attention-grabbing copy?

I am puzzled. Until I recently read "Blockbuster Copywriting" by Jian Ming, I discovered that writing hotshot copywriting can be found in rules and regulations.

Guan Jianming is a former Ogilvy advertising person, known as Lao Guan in the marketing circle, and he is an expert in the marketing circle. He once helped a medical company grow 11 times in 4 years, wrote WeChat promotion copy for Zebra Craft Beer, and increased the average order conversion rate by 76.86%. One of his tweets directly sold 358,000 products.

There are many large and comprehensive copywriting books on the market, which are often relatively broad.

"Hot Copywriting" only focuses on one point: how copywriters sell products and make money.

In the book, the author analyzes 4 secrets of copywriting to impress people, discloses 18 copywriting methods, 75 practical cases, reveals the secret weapon that turns copywriting into a "money printing machine", and teaches you how to write copywriting. Reveal the sales power of explosive copywriting. When you have no inspiration, just flip through it and you can learn from it. It is recommended to always keep it by your desk.

Let’s take a look at how to write thoughtful copy.

1. The title attracts attention

If you spend 10 hours writing copy, you should spend 6 hours writing the title.

Just think about it, what makes you open an article on WeChat public accounts and other platforms? Is it the title?

I believe that most people click on the article to see what it is about because the title is attractive.

From this point of view, the title is as important as a good product itself. So how can we come up with a good title?

In the book, the author mentioned 5 methods to help you come up with a good title.

(1) News mode. News protagonist + news word + immediacy word. For example, Silicon Valley’s new invention in 2017: drinking this cup of coffee containing oil can actually help you lose weight.

(2) Touch mode. Method: speaking object + spoken word + exclamation word. For example, congratulations on reading this review of the most reliable eye cream before you turned 25.

(3) Use the tips bag. Method: Specific problem + happy ending or solution. For example, if you and your husband always have trouble saving money, CCTV financial experts will give you three suggestions.

(4) Discount surprises. Method: product highlights + clear low price + limited time limit. For example, because I am usually busy with work, the original price of 299 for career consulting planning is now free for the first three services per day, and the event ends on April 10th.

(5) Successful counterattack. Method: Bad beginning + happy ending. For example, when I was a freshman in high school, I only scored 19 points in the English test, and I was almost expelled from the school because of it. Now I am the most popular English teacher in the training institution.

In fact, all methods are based on human needs. Think of a good title.

2. Stimulate the desire to buy

? The root cause of people's purchases comes from people's fear of losing things.

All consumption comes from people’s fear of the future, because we are always afraid of losing and long for possession. For example, people are afraid of getting sick, so they buy healthy food, health products, etc.

If you have studied more than 20 pieces of popular copywriting, you will find that all the copywriting has one thing in common, that is, at the beginning of the article, there will be a lot of scary things. And anxiety cases, in these cases your current situation exists, so you feel anxious, what should you do? Naturally, the article below will give you the answers. These answers are the state you want to reach. In most copywriting, you will widen the distance between your reality and your ideal, and use fear to inspire people's desire to buy.

3. Win the trust of readers

When readers are interested in buying, they will inevitably think and hesitate: "Do I really want to buy it?" "This is really what he said. So good?" What we need most at this time is to win the trust of readers and let them choose to place an order after "thinking for themselves". There are 3 methods in the book to help us win the trust of readers.

(1) Authoritative transfer: It is impossible for us to read the book before buying it, and it is impossible for us to study the material, structure and design of the toilet in depth before buying a toilet. People usually only rely on one way. To judge: authority.

(2) Factual proof: Factual proof is often simple and crude, but it is also easy to work. This type of approach is most common on Taobao. People are put into stockings to prove the elasticity of the stockings, and four or five burly men stand on the shelves to prove the shelves are strong... Methods like this can be applied to copywriting in two steps: collection Real data, links to familiar things.

You said that the shelf can bear a load of 500 kilograms, but the feeling is not strong; you said that four adults can be occupied on the shelf at the same time, and everyone can easily understand it; you said that the body's shock-absorbing performance is good, but we can't experience it; You said that Qiu Mingshan's tofu is not broken after a lap, and everyone nodded... Of course, the premise is that the attributes of your product are genuine, and facts prove that there is no room for exaggeration.

(3) Resolve doubts: If you have visited a sex toy store on Taobao, you will definitely find that stores with good sales usually have this sentence: "This store pays attention to user privacy, and express packaging will never be leaked. Supplies content." Why do you say this? Because most customers who buy sex toys are worried that their packages have the words "18 forbidden words" clearly written on them. It would be embarrassing if they were seen by an acquaintance. The store understands the psychology of users, so it relieves users' anxiety in advance: " We have thought of it for you, feel free to buy it.”

4. Guide users to place an order immediately

When users fully trust the product, many soft articles often directly show purchase links. Dry: "It's better to act than to think" to make customers buy quickly. However, no matter how impulsive the reader is, he will calm down when paying. When his finger stops on the payment page, he can't help but think, "Would you like to look at it again?" At this time, "Look at it again" is basically equivalent to "Never again." look". Therefore, the last step of the copywriting, to guide the reader to place an order immediately, must help the reader make a decision. There are four common methods:

(1) Price anchor: I don’t know if you have such experience, After walking into a clothing store, the shopping guide sold you an expensive fashion model. You were a little tempted, but you thought the price was too expensive, so the shopping guide recommended a promotional model of a similar style to you. You saw that the price was half cheaper than the former one. , happily paid. But if you are in normal times, you will feel that even the promotional money is not worth it.

Look at the expensive ones first, then the cheap ones. The cheap ones will appear extra cheap. This is the simplest price anchor point.

(2) Accounting: Everyone can settle accounts, but copywriters must take the initiative to settle accounts for readers, and there is only one result of accounting: product value > product price. For myself, I bought a 99 yuan/year membership because I saw that I could get four books a year, worth 120 yuan, so this alone convinced me that this membership was a good deal. A four-hundred-yuan course may seem expensive, but the organizer will tell you that if you spend an average of only one yuan a day, or buy one less piece of clothing, you can get the rights to study the course throughout the year. When you think about it, it seems Makes sense. Correspondingly, there are strategies to save money. Purchasing xx electrical appliances can save X kilowatt hours of electricity per day and XXX yuan throughout the year... In short, I think for the reader, help him calculate the accounts and use strict logic to come up with a cost-effective result, so that the reader can immediately Important method of placing an order.

(3) Legitimate consumption: When we buy things, the most likely thing is guilt. Am I wasting my money by buying this? Should I save money? The old ones seem to still work...At this time, we need to give readers a valid reason to help them eliminate their guilt. When I was working on campus new media in my junior year, my mobile phone broke down. I was hesitant between a Huawei with a price of 300 and an Apple with a price of 600. I felt that I shouldn’t spend more than 2000 yuan for a small performance difference. But my roommate’s words contributed to my purchase: If you make 5,000 new media WeChat friends and chat so much every day, your Android phone will definitely get stuck soon. When I thought that this was indeed the case, I immediately placed an order, because I was spending money to improve work efficiency and felt quite at ease.

The same goes for other product copywriting. Buying electronic products is not for enjoyment, but for efficiency; buying new clothes is not for vanity, but for social needs; signing up for courses is not an impulse, but to improve yourself... In short, help When readers find valid reasons, the ordering process often becomes mindless and confident.

(4) Limited time limit: This is often the last straw that prompts purchase. Whether it is hunger marketing or product pre-ordering, they all actually follow this point. In today's society, people generally believe that "scarce is good", so when the copy is attractive enough, a slogan with a limited time limit can often arouse readers' fear, thus dispelling the last hesitation.

A good product without good copywriting is like good wine dropped into a deep well and no one knows about it. But a good product paired with good copywriting is equivalent to turning a good product into a money printing machine, which can help you continuously create miracles and wealth.

Therefore, the skill of copywriting means more to a person than just a skill. It may allow you to be recognized by your leader, lead to a promotion and a salary increase, and may even change your life.