1, understand the selling point of the product, the characteristics of the product;
2, the purpose of advertising (pull new, attract flow, promote live, brand publicity ...);
3, understand the competitors can look at the competitor's recent promotion methods can learn or innovation.
3, to understand the competitors, you can look at the competitors' recent promotional methods, whether you can learn from or innovate;
4, whether they have done in the past to promote, how to do, can be optimized on the basis of the original.
5, the highlights of the circle of friends with the material, style and other characteristics
Copywriting techniques1, interactive
To questions and rhetorical questions mostly. For example, "How many points can you score?" "How many people think XXX is good?"
2. Narrative
Attracts people with scenario-rich stories/paragraphs, and tells the story on its own, with less interaction. For example: "A hairdresser I've known for two years can only find time to eat a takeaway in the corridor, it's not easy for anyone to float"
3, suspense
In order to get a longer stay on the page. For example, "must see the end" "the last one laughed at me hahaha"
4, paragraph
Even unrelated to the video, but have a strong sense of scene.
5, "intimidation"
In addition to ordinary users, brands and businesses have been ready to make a big splash in the short-form video space, and ads and content have become more difficult to discern.
If the purpose of an ad is to create a sense of inferiority, then "fear-mongering" copy is the kick in the pants that makes you doubt yourself. For example, "What do you know about the fruit we eat every day?"
6. ****Conspiracy
Inspirational, compassionate, truthful and beautiful ...... people want others to see themselves as they want to be seen, so if you can conspire with Ta, who would refuse to be better?
For example, "Reduce your weight from 160 to 112 in 3 months ...... So we can all do it"
Putting aside the content of the video, the copywriting itself is still in line with the basic principles of copywriting: the tone determines the form, and targeting the user's pain points. user pain points.
You can refer to the recent popular copywriting statistics from DataEye-EDX big data platform.
How to write quality copy1, rub hot
Cliché, every operator knows to rub hot, rub hot can be said to be the most simple and easy to learn way to pry a very high traffic in a short time, which is the ordinary selection can not be achieved.
2, low threshold
Behind the explosion of a very in-depth logic is called a low threshold, any burst of fire things exist in this logic. A young and old or square dance mom can understand the short video, it is likely to become a hit, because it is very low cost of dissemination, not only a specific group of people can appreciate.
3, produce *** Ming
Want their own short video to become a pop-up must be and user fans to produce *** Ming, *** Ming is divided into positive *** Ming and reverse *** Ming.
Positive **** chirping is other people's identification with you, and reverse **** chirping is other people's disapproval of you. Recognition brings about identity value, and disapproval brings about controversy, both of which are likely to spark heated debate among fans, leading to conversation and a greater chance of generating a hit.
4, the star effect
Stars have enough influence on our lives, through the entertainment and the user emotional interaction, so that the user to enjoy the spirit of the same time to convey the value of our own, is not a good way.
Star-related in addition to entertainment gossip can write other content, and star cooperation for live interviews, chat, such content for the user is actually enough.