?
Soft writing is based on enterprise strategy and the event itself.
,
The advertising copy of health care products must start with product positioning. In analyzing why from the product positioning, it is necessary to
And how to start with positioning.
,
It's time for us to talk about the writing of advertising copy for health care products.
Soft writing is based on enterprise strategy and the event itself.
,
The advertising copy of health care products must start with product positioning. In analyzing why from the product positioning, it is necessary to
And how to start with positioning.
,
It's time for us to talk about the writing of advertising copy for health care products.
First, you must know the advertising copy of health products.
1
, the purpose of copying
：
Sales of goods
2
, the role of copywriting
：
"Deep communication" with consumers
,
Let every sentence reach the hearts of consumers.
three
Copy.
：
"scissors
+
Paste "
A "red line" strung together many "diamonds"
.
Copywriting is often cut by news.
,
These news materials
,
We call it "diamond"
,
These diamonds need us to read newspapers, cut newspapers and collect them constantly.
,
Therefore, vulgarity
Say "scissors"
+
Paste "
;
These diamonds are made of red thread.
(
Processing and finishing
)
consistent
,
It forms a half copy.
(
Diamond-shaped materials are only used to introduce and ask questions.
)
.
four
, the form of replication.
：
Just like martial arts.
,
There is no definite form in the text.
,
What suits you is the best.
,
Do not stick to form.
five
, the theme of the copy:
The marketing strategy is consumer-centered.
,
Soft writing should cooperate with marketing strategy
,
Aiming at consumers' psychology of curiosity, treatment, health and beauty.
Expand. Each soft article can only have one theme.
,
We often use a series and a stage of soft articles around a theme.
(
At a certain stage
,
Use each soft group
In a series,
,
News hype around a theme
)
.
six
, soft text.
：
Tell consumers the most thorough truth in the simplest words.
seven
The problem of soft text
：
Due to the particularity of the market environment in health care industry.
,
Soft writing of health care products must solve the problem of "product trust"
Eliminate consumers through rich and interesting materials, convincing product mechanism and efficacy, strategies to attack consumers, enterprise strength and scientific research strength.
doubt
,
Don't be a copy of "selling melon grandma".
Second, you must think carefully before writing.
Why (
Why?-The purpose of copywriting.
)
Why?
In other words, you should know why you want to write this copy.
?
Must conform to the overall marketing strategy of the product. Is it used alone or in combination with other copywriting?
series
?
What kind of task does this copy I wrote shoulder in the whole advertising campaign?
?
This is pre-concept propaganda
?
Or directly promote the sale of goods.
?
Or send a promotion letter?
Raise the interest rate on sales.
?
What (
What to write-the content of the copy
)
What?
Refers to the main writing content of the text.
The content must conform to the positioning of the product.
,
Enterprise Marketing Orientation and the Purpose of Copywriting
(why)
.
The following sections
Explain in detail.
Who (
To whom-the target audience of copywriting
)
This is particularly important.
,
This requires us to do a detailed work in the early stage.
Scientific market research.
Conduct a thorough study of consumers.
,
Understand the consumer's consumption concept,
Consumption habits, media acceptance habits, information dissemination channels, buyers or consumers, etc.
situation
：
Green force capsule is the first brand of health care products in China.
,
At the beginning of listing
,
We made a very scientific and detailed market survey. The consumers of green energy are
1 1-22
/kloc-teenagers aged 0/8
,
These teenagers are divided into three groups.
;
The buying group of green power is their parents. We ruled out three groups of buyers.
Consumers' awareness and trust of health care products, purchasing awareness and decision-making, consumption habits, price and efficacy expectation index, promotion methods and media information.
All aspects of communication and acceptance habits are investigated and analyzed.
,
Ensure the correctness of advertising and copywriting operations.
When (
When to say-the key points in each stage of copywriting
)
Copywriting had better be theme hype.
,
Every series of copywriting has a purpose.
,
Every copy has its purpose. At each stage,
,
The focus of copywriting appeal is different.
,
This point needs to be grasped when positioning. otherwise
,
When one or several copywriting articles don't reflect the effect.
,
Will fall into a state of confusion.
situation
：
Mr. Xian's oral liquid is in >>
Question 2: How to write the copy of health care products promotion? You can look at the details of Taobao's health care products. Many sellers will introduce the publicity in detail, and it is still possible to refer to it.
In addition, the function, effect and recommendation reason are very important.
Hope to adopt.
Question 3: A health care product promotion plan festival is approaching. As in previous years, health care products companies still can't resist the temptation of "New Year's Eve dinner", and sharing the feast with various promotional means has become their best choice. However, in the current situation of serious product homogeneity, rising promotion costs and increasingly rational consumers, it is not easy to achieve the expected results in the Spring Festival promotion of health products-the market situation is 1.
Coping with rational consumption
Although there is still a period of time before the Spring Festival, the strong atmosphere of health promotion has spread. In view of the fact that consumers are more rational when purchasing health care products, manufacturers should see the market situation clearly before making promotion plans to avoid unnecessary losses caused by hasty actions.
Sales are getting hotter.
The reporter saw in the People's Pharmacy in Lu Qian, Guangzhou on June 5438+1October 65438+March that the atmosphere of Spring Festival promotion of health products has been quite strong. Outside the drugstore, the poster of "28% discount on all health products" is impressive. Walking into the drugstore, I saw rows of health care baskets, and the words "read new kindness and show filial piety" were written on the gift box. Some enterprises are holding promotional activities for salary products. For example, Guangzhou East Jin Jiankang Pharmaceutical Company launched a "buy-and-give" campaign to buy 10 yuan coupons.
In fact, the Spring Festival has always been the peak season for the sale of health care products. In order to realize the hot sale of products in this special festival, many enterprises have carefully organized relevant personnel to carry out promotional activities. Mr. Chen Guoquan, a senior medical and health care product marketer, pointed out that in general, the sales of health care products were at the lowest point in March, and the sales would pick up in the next two months, and gradually improved in July and August; There will be a small * * * around the Mid-Autumn Festival and then fall back, forming the highest peak around the Spring Festival.
The effect is not better than before.
Fan Hengxing, a marketing planner, told reporters that many health care products companies will have promotional activities during the Spring Festival, which will have a great impact on the consumer market. This is like opening a clothing store, which may have little impact on consumers, but if there is a big clothing market, the effect will be reflected. Consumers can also be cultivated, just like Gome, a home appliance sales chain, which offers discounts every National Day, making people form a consumption habit. In the promotion of health care products during the Spring Festival, as usual, there is not much difference, but the competition is more intense and the means are more abundant. Some large enterprises hope to promote sales through advertisements as much as possible, such as melatonin and gold partners. Although some results have been achieved, the effect is not as good as before. Therefore, in order to win the market, we should pursue different forms, adopt different strategies and do a good job in the promotion of health products during the Spring Festival.
Promotion is more pragmatic
Su Yizhi, East China Manager of Health Yuan Pharmaceutical, told the reporter that in the sales of health care products, enterprises usually go deep into stores, supermarkets, pharmacies and communities to promote products, or conduct face-to-face promotions, and jointly organize public welfare activities with * * * institutions to educate consumers, and the promotion during the Spring Festival is obviously a good opportunity to achieve promotion. Spring Festival is still the peak season for health care products sales. Judging from the human, material and financial resources invested by enterprises, it accounts for about 40% ~ 50% of the annual promotion investment, and the proportion of product sales to the annual sales is also equivalent. On the other hand, at present, people's consumption of health care products has been more rational, and there have been no new varieties in the health care products market in recent years. Therefore, most enterprises are pragmatic in the promotion of Spring Festival, which can meet the actual consumption needs of consumers, such as no longer pursuing luxury packaging and large packaging, and no longer pursuing "big investment and big output". But we should pay attention to the specific promotion strategies. If we all promote sales in the same way, it will be difficult to achieve satisfactory results.
Miss Lu, who is engaged in the terminal promotion of Korean protein powder pharmacies in Guangzhou, told the reporter that according to the company's deployment, as early as a month ago, she talked with several cheap pharmacies in Guangzhou about the specific plan for the Spring Festival promotion, including the promotion time, use method and product display. Related activities started at the beginning of 1 month, and the sales volume of this product increased slightly compared with that before the promotion. According to the experience of previous years, with the approach of the Spring Festival, the sales volume will further increase.
Master plan guide
Seeking innovation in promotion
The Spring Festival will become a "feast" for the promotion of health products. So, in what way can enterprises share the most delicious food? Mr. Fan Hengxing, the marketing team of Nanpai, believes that the most important thing is to prepare the promotion plan; Standardize the promotion team; Choose a suitable promotion method; Try to combine promotion in the form of product chain.
Refine the promotion plan for the Spring Festival ... >>
Question 4: I just graduated as a health care product copywriter and always feel that I am cheating. What should I do? Then change your job. Nowadays, health care products are much exaggerated.
Question 5: How can we write a good copy of the sales of health care products to achieve the effect of gathering people, collecting hearts and collecting money? We will do it.
Question 6: Is it popular to change the copy of health care products into other publicity copies now? I just graduated and want to be an advertising copywriter. There is a good online health care product sales company. Consider five points mainly to see if you have potential in case planning. If you do well in this field, which company will not accept you! At first, I just wrote a small planning draft, and now I am doing other planning copywriting!
Question 7: How to write a good copy of introducing a new website? If there is less information available at present, write about corporate culture, such as how you want to help people achieve a macro goal. To put it bluntly, write it in a big way
Question 8: Health products seek to answer the strategies and plans of old customers. Hello, obesity is also harmful to people's health. Height 182, weight 282. This height is directly out of proportion to weight. Weight loss plan: scientific diet plan: eat nutritious points in the morning, eat rich points at noon, and eat less or only fruits and vegetables at night. Exercise 5 or 6 times a week for at least 40 minutes each time, such as jogging, aerobics, skipping rope, brisk walking, etc. 2. Diet: scientifically arrange three meals a day, control staple food, limit sweets, eat more and less, eat more dietary fiber, drink water or soup in moderation, quit smoking and drinking, and eat less meat. 3, it is not recommended to use diet pills, which is easy to rebound. 4. You can make tea with traditional Chinese medicine, such as 5 grams of lotus leaf, 5 grams of cassia seed, 5 grams of raw hawthorn and 5 grams of senna leaf. Try it every day. 5. You can also go through acupuncture weight loss.
Question 9: Health products seek answers to the strategies and plans of new customers. Health care products It is very important to know the age of new customers.
Make an activity plan, detailing the implementation of each step, taking into account possible problems in the process.
Fully prepare and increase publicity.
Just a few simple words, I hope I can help you.
Question 10: What are the steps of health promotion activities? Health promotion activities often exist, but not every promotion can achieve good expected results. Only those well-prepared promotional activities can achieve good results. In the eyes of many suppliers, promotion is a very common thing, and there is no technical content in itself. It is nothing more than that companies spend money to buy sales. It is precisely because it doesn't pay attention to promotion at all that there are many inefficient promotion, even ineffective promotion. It not only devours a lot of resources of enterprises, but also makes consumers tired of health care products promotion. If suppliers want to reverse this misunderstanding of promotion, they must first understand the operation steps of conventional promotion. In fact, from the operational process, the promotion activities in the store can be roughly divided into the following five steps: promotion planning → promotion negotiation → promotion link implementation → promotion execution → promotion effect evaluation. These five steps run through the whole promotion activity, and problems in each link will affect the final effect of the promotion activity. Below, let's analyze the five steps of promotion in detail:
1. First of all, any health promotion activities must be planned and formulated first. First, we all have a clear mission. In layman's terms, this promotion is mainly to solve which problem. Is it to increase sales, promote new products, expand influence, or enhance brand awareness ... In short, any promotion has a clear purpose before it is born. On this basis, there will be the following contents: promotion form, activity time, activity place, input of activity-related resources and so on. It is unrealistic to think that all the goals can be achieved in one promotion, and it is unrealistic to focus on what you do. More and more suppliers are beginning to realize that promotional activities are not only to increase product sales, but also to bring diversified additional benefits to enterprises through promotional activities. The real value of promotion lies in the total value of sales and these added values. We call this kind of value "promoting comprehensive value". The key factor that can make the promotion produce this comprehensive value lies in whether the supplier has carefully planned every promotion. Whether to design diversified welfare forms for each promotion.
2. Negotiation and consultation
Talk to who? -Find the right person Many suppliers rush into the market before the promotion negotiations, and don't even know who they are negotiating with. Because of the wrong negotiation object, it has brought great resistance and loss to the negotiation. Different activities may need to find different people, whether to find a purchasing agent or a store. This should be made clear in advance. Different stores may have different internal management requirements and authority division. If you find the wrong person, you will not only fail to do things, but also offend others. You must be careful. Therefore, before the promotion negotiation, the supplier must first "find the right person".
How to talk about? -when negotiating the right thing, it is natural to pay attention to a strategy and method. Generally speaking, suppliers should grasp such a negotiation principle-let the other party know that this promotion is valuable and the promotion resources are limited. You chose this store because everyone has a good relationship and it is a special care for him. Use the scarcity of activity resources to attract procurement. From a psychological point of view, people's determination of the value of a thing depends not only on whether it is needed, but also on whether it belongs to a scarce resource. Even if it is something they don't need very much, as long as it is scarce, people will try their best to get it. In addition, you should try to avoid leaving the following impression on the other party;
You've come to beg me to prepare a knife for the shop.
3, link implementation If you want to carry out promotion according to the plan to the letter, you must put every link of promotion in place. Many seemingly grand sales promotion cases, but the final effect is average. The key reason is that the relevant preparations are not in place. Specifically, suppliers should focus on the following aspects when implementing the promotion plan: special price preparation: is the price of the promotion attractive to consumers, and does it "match" with the scale and form of the event? Gift preparation: whether the gift is attractive, when the gift is in place, and whether the distribution in each store is scientific and reasonable? Prepare the source of goods: what is the inventory of promotional items and do you need to replenish them? During the promotion period, do you have the ability to adjust the goods and deliver them in time? Prop preparation: Are the relevant props made in place and the time for the competition arranged in place? Is there a professional artist to install it on site? Is the use of props normal?
The success of any large-scale promotion plan depends on the strong implementation of the plan. Experts in health care products institutions said that if there is no strong implementation, the planning will only be "an armchair strategist", or even ... >; & gt