We had a long discussion and agreed that Andy's copy was very heartfelt and made people feel that they would definitely benefit from taking the course, while the insurance company's insurance copy was just selling the product. We are also very curious about how activists write heartfelt and attention-grabbing copy.
Thought nothing of it. It wasn't until I recently read "Explosive Copywriting" by Keymine that I realized that writing explosive copywriting is governed by rules and regulations.
Guan Jianming is a former Ogilvy advertiser, known as Lao Guan in marketing circles. He has helped a medical company grow 11 times in 4 years, and wrote WeChat promotion copy for Zebra craft beer, increasing the average order conversion rate by 76.86%, with one tweet directly selling 358,000 products.
There are a lot of big, all-encompassing copywriting books on the market that tend to be broad.
Explosive Copywriting focuses on just one point: how copywriters sell products and make money.
In the book, the author analyzes the four secrets of copywriting to impress people, open 18 kinds of copywriting methods, 75 real-world cases, revealing the copywriting into a "money printing machine" secret weapon, teaching you to write explosive copywriting sales force. When you are not inspired, you can learn from it by flipping through it, and it is recommended that you always have it on your desk.
Here we come to see how to write a heart copy.
First, the title to attract attention
You spend 10 hours writing copy, you should take 6 hours to start the title.
Imagine, now in the WeChat public, and other platforms is what decided to let you open an article? Is not the title?
I believe that most people are because the title is attractive, only to click on the article to see what exactly is said.
So it seems that the title is no less important than a good product itself. So how do we get a good headline?
In the book, the author mentions 5 ways to help you come up with a good headline.
(1) News model. News protagonist + news words + immediate words. For example, Silicon Valley's new invention of 2017: drinking this cup of coffee that contains fats, you can actually lose weight.
(2) To touch mode. Method: the object of speech + colloquial words + exclamation words. For example, congratulations, before 25 years old to see this most reliable eye cream review.
(3) Use the broach. Method: specific problem + happy ending or solution. For example, you and your husband always save money, CCTV financial experts give you three suggestions.
(4) preferential surprise. Method: product highlights + clear low price + limited time. For example, because I am usually busy at work, the original price of 299 career consulting planning, now the first three free every day, the activity ends on April 10th.
(5) reverse success. Method: bad start + happy ending. For example, I was once in my first year of high school, only 19 points in the English test, and almost because of this was discouraged by the school, and now I am the most popular English teacher in the training organization.
In fact, all methods are based on the human need to think of a good title.
Second, to stimulate the desire to buy
? The root cause of people to buy, are from people's fear of losing things.
All consumption, all from people's fear of the future psychology, because we have always been afraid of losing, eager to have. For example, people are afraid of getting sick, so they buy healthy food, they buy health care products, and so on.
If you have studied more than 20 pieces of explosive copywriting, you will find that all the copywriting has a **** the same point, that is, at the beginning of the article, it will list a large number of cases that make people feel fear and anxiety, there are cases of your current situation, so you feel anxious, so what to do? Naturally the article will give you answers below, and those answers are the state you want to arrive at. In the vast majority of copywriting will widen the distance between your reality and the ideal, using fear to stimulate the desire to buy.
3, win the trust of readers
? When the reader has an interest in buying, it is bound to think and hesitate: "Do I really want to buy?" "Is this thing really as good as he said?" At this time, the most important thing is to win the trust of readers, so that readers after "their own thinking" to choose to order, the book a **** there are three ways to help us win the trust of readers.
(1) authority transfer: before buying a book, we can not read the book and then buy, buy a toilet before we can not study in depth the material, construction and design of the toilet, people usually rely on only one way to judge: authority.
(2) Facts: Facts are often simple and brutal, but also easy to work. This type of practice is most common in Taobao, the whole person into the stocking to prove the stocking elasticity, four or five pugilist standing on the shelves to prove that the shelves are strong ...... and so on, applied in the copywriting is a two-step process: to collect real data, link to the familiar things.
You said the shelf can bear 500 pounds, do not feel strong; you said the shelf can occupy four adults at the same time, we can easily understand; you said the body shock performance is good, we can not experience; you said that the Akira Mountains soared a circle on the car tofu does not break, we have nodded ...... Of course, provided that your product attributes are real, the real thing. The fact is that there is no room for exaggeration.
(3) to dispel doubts: If you shop on Taobao erotic supplies store, you will find that the sales of good stores generally have this sentence: "The store focuses on user privacy, express packaging never leak supplies content." Why to say such a sentence? Because most of the customers to buy erotic supplies are worried about their own package on the brightly written words forbidden, in case of acquaintances to see is not an embarrassment, the store understands the user's psychology, so in advance for the user to resolve the anxiety: "We thought of it for you, you rest assured that you can buy."
4, lead to the immediate order
When the user fully trust the product, many soft often run directly out of the purchase link, a dry: "better to act" so that customers hurry to buy. However, the readers again impulsive, pay will calm down, the finger stops in the payment page, but will not be able to resist the thought of "to no longer look at it?" At this point, "look again" is basically equivalent to "never look again". Therefore, the last step of the copywriting, guide immediately order, must help readers to make decisions, common methods are as follows:
(1) price anchor: I do not know if you have such an experience, after walking into a clothing store, shopping guide to sell you the expensive popular models, you have some heart, but there is a feeling that the price is too expensive, so the guide and recommended to you almost the same style of promotions models, you A look at the price is cheaper than the former half, very happy to pay the money. But if in the usual way, you even promotional models will feel a little worthless.
If you look at the expensive ones first, and then the cheap ones, the cheap ones will look extra cheap, which is the simplest price anchor point.
(2) accounting: account is who will count, but the copywriter to take the initiative for the readers to count, and count the results of only one: the value of the product & gt; product price. In my own case, I bought a 99 yuan / year membership, because I see a year can get four books, worth 120 yuan, then this alone makes me believe that this membership to buy cost-effective. A four hundred dollar course may seem expensive, but the organizers will tell you that by spending an average of only a dollar a day, or buying one less shirt, you can get access to the learning course for the whole year, and when you think about it, it seems to make sense. Correspondingly, there are also money-saving strategies, buy xx appliances can save X degrees of electricity per day, the whole year can save XXX yuan ...... In short, for the readers to think, help him do the math and use tight logic to come up with cost-effective results, is an important way to make readers immediately order.
(3) justified consumption: we buy things, the most likely to produce is guilt. Am I wasting my money buying this? Shouldn't I save my money? The old ones seem to work just fine ...... This is when we need to give the reader a legitimate reason to help eliminate the guilt. My cell phone broke when I was doing campus new media in my junior year of college, and I was hesitating between a 3000+ Huawei and a 6000+ Apple, feeling that I shouldn't spend more than $2000 for a little performance difference. But my roommate's words contributed to my purchase: you do new media WeChat 5,000 friends chat so much every day, Android will certainly soon be stuck. I thought it was true, so I immediately ordered it, because I was spending money to improve my work efficiency, quite a peace of mind.
The same is true for other product copy, as well. Buying electronics is not about enjoyment, it's about efficiency; buying new clothes is not about vanity, it's about socialization; enrolling in a course is not about impulse, it's about self-improvement. ...... In short, helping readers to find a valid reason will often make the process of ordering unthinking and The first is to find the right reason for the reader's order to be unthinking and justified.
(4) Limited time: This is often the last straw that leads to a purchase. The first thing you need to do is to get your hands on a new product, and you'll be able to get it to work. In today's society, people generally believe that "scarcity is good", so when the copy has enough attraction, the slogan of limited time and limited number of readers can often cause fear, so as to dispel the last trace of hesitation.
A good product, without good copy, is like good wine falling into a deep well, no one knows. But a good product with a good copywriter is the same as turning a good product into a money printing machine, which can help you create a steady stream of miracles and wealth.
So, the skill of copywriting means more than just a skill to a person, it may get you recognized by the leadership, so that you can get promoted and get a raise, and more likely to change your life.