The first step: the title of the copy
We do not talk about the content of the problem, we first talk about the title. Our first show to see is the title, if our title can not catch the user's eye in an instant, it is possible to lose the user to continue to read on, even if your content is good, it is useless.
So, when we do product copywriting, we must start a very attractive title, and we commonly use the title to write three types:
Type 1: Intimidation type
When people feel panicked they go to run away, the following if you see these headlines, what will be your reaction? "Did you know. Washing machines are 64 times dirtier than toilets, maybe you're using one like this ......" Isn't it tempting to see if your washing machine is 64 times dirtier than a toilet?
Type 2: Benefit Type
When people feel happy, they want to have it, what would be your reaction to the following headline? "Where XX conditions, the state subsidies 1 suite, the expiration date is not claimed as a void" is not very want, even if the standard does not meet, there may be people will find a way to meet, right?
Second step: make good use of curiosity
Curiosity killed the cat is a phrase that I believe we have all heard before. It's in our human nature to be curious, but it's equally in our human nature to be lazy. If you want your user to read through your article very seriously, you have to stimulate his curiosity enough, and you need to amplify what he is curious about before the main text begins, only then can you stay enthusiastic about your long-winded article.
If the user opens your page to see a paragraph on the closure of the words, you do not have any marketing opportunities, so in this place we must guide the user, you need to let him continue to be interested in the front do not need to market any product, first retain the user is the key, the user stays, there are opportunities for marketing behind.
Step three: customer feedback
As long as the user is interested in you, he likes to seriously read your "first paragraph" of the content, then naturally read your "second paragraph" of the content.
But we have to remember that in this place there is no relationship between us and the user, the user does not trust us how to do? Trust marketing is the best marketing technique, so we must let the user have some trust in us before marketing. How to make a stranger trust you immediately? The best way is other people's feedback, that is, the third party's evaluation of you, especially the evaluation and feedback of his friends around him, the user needs a sense of security, worrying that his judgment is wrong, he needs to refer to the advice, then you know this, you can solve his inner turmoil ahead of time, so that he can trust you.
Step 4: value packaging
We need to know that customers buy the value of the product, not the product itself, so you must intuitively tell the user what the value of your product, clearly tell him what the product can bring him the benefits of what can be used, how to maximize the value of how to use it to play. Even many times you can tell the user the story behind the product, how the product was born, why the launch of such a product, the product process is how how, for the user to invest how much effort and so on.
Step 5: Content introduction
Content introduction is a comprehensive introduction about the product, multi-faceted introduction, so that customers fully understand the benefits and features of the product, the content you can include expert reviews, supporting documents, delivery, price, payment and other information. You need to break down the product into various points of interest, and then use the language that customers are accustomed to describe, the most important thing is to "portray the results", each paragraph is to give him a result.
Sixth step: call to action
If the user does not take action, your copywriting is equal to nothing, at the same time, you let the customer to take action to the more simple the better, the more specific the better, the more clear the better. You should never make him do a lot of effort to be able to buy your product. If you do that, then you are depriving yourself of the right to close the deal with the customer.
You must give him a reason to act immediately, people habitually procrastinate and hesitate. Many website copywriters are most likely to overlook the call to action, then call the user to action with clear, proactive text, either by buying a product, filling out an online form, or making a phone call that pushes the customer to complete your pre-set next action.
Step 7: The Zero Risk Promise
The Zero Risk Promise removes the buyer's risk from any transaction, and when you remove the buyer's risk you also remove the buyer's main obstacle to purchasing, and in this strategy all you have to do is assume all the risk between you and the buyer. Let them know that if they are not satisfied, you will simply refund their money or redo the work for free to make them happy.
If your customer says, your item is very tempting, but I'm still worried because I've bought items many times before and they turned out to be unsatisfactory. What if this time too, like in the past, when I receive it, it doesn't match what you have presented and can't satisfy me?
You can answer in this way, if you receive the goods and what I have introduced does not match, not satisfied with the product, we do not deserve to take your money, you have the right to ask us for a full refund. We will refund all the money you paid in full immediately, right away. And we won't ask you any questions.
Step 8: Frequently Asked Questions
While your copy is written in great detail, you will leave out some of the issues that customers are particularly concerned about, you need to think in the customer's point of view, you need to answer the questions in the copy ahead of time, and what kind of questions and problems will the customer have? For example: delivery problems, quality problems, return problems, safety problems, use problems and so on, the more thorough you consider, customers will be more assured and satisfied.