How to write a product copywriting design

How to write a product copywriting design, the essence of the product copywriting or play a role in communication and docking, we write the product, nothing more than to make customers like to buy our products. The selling point of their products to fully realize the top priority. Here is a look at how to write product copywriting design.

How to write a product copywriting design 1

The common writing method of product design copywriting has three writing methods and nine grid thinking method. The main function of product design copywriting is to induce consumers to buy according to your suggestions. The most important thing is to state the facts in favor of the product, and pay attention to the copywriting with excellent product images.

1, three-paragraph writing

The three-paragraph writing is modeled after the inverted triangle writing method in the news. The first paragraph to focus on the full text of the sales talk, because most people do not have the patience to read the whole text. The second paragraph should be extended based on the sales talk in the first paragraph, paying attention to the characteristics of the merchandise. The third paragraph, which is usually used to reinforce the merchandise, is to state the advantages of the product in terms of price and gifts. The length of the second and third paragraphs depends on the writer's writing skills. If the writing skill is not good, just list the selling points of the product.

2, nine-box thinking method

Nine-box thinking method is to take out a piece of white paper, divided into nine-box thinking method, the center of the grid fill in the name of the product, and then try to fill in the other eight grids can help the advantages of product sales. Nine lattice thinking method is a simple forced creativity practice, can also be used to conceptualize the copywriting PPT structure.

3. Excellent pictures

No matter how touching the copy, the effect may not be as convincing as the photos, so the role of pictures in the copy is very important. Product copywriting is not writing, and pictures may be more attractive. You can add a line of caption below the image, which is much better than simple text.

How to write a product copywriting design2

Elements of product copywriting design

First, the elements of the product details page

The images inside the product details page contain many kinds of pictures, and the first picture, which is what we often call this poster picture. The most important thing in the poster picture is the layout of the text. Whether it is the home page, ads, or activities of this poster graphic layout is very important, the next we will explain the layout.

Second, the details of the three principles of page production

(1) can use the picture as much as possible do not use the text;

(2) the articulation of the various parts of the logical;

said the last paragraph with the next paragraph, certainly to be able to take the next articulation, to be logical. Do not say that the last one is talking about this selling point. The next one goes on to talk about other logistics, certificates and so on. The entire details page is particularly long, it is composed of many pictures. So this typography must be logical.

(3) to the needs of consumers to give reasons to buy and action mechanism.

Just now we have given an example of contrasting copy, so that we all understand what is the mechanism of action, is to give reasons to buy, use a scene.

Third, the framework of the product details process

The first part: the creative poster

Through the creative poster + creative copywriting form, you can arouse the interest of consumers. Creative posters have no quantifiable standards because they are too subjective.

The second part: the baby characteristics of the introduction

This part of the copywriting needs to fully explore the innovative features of the baby, distinctive and differentiated features, it can be very good to attract attention.

The third part: the advantages of the baby

Highlight the advantages of the baby compared with other products, this part of the need to carefully study the Tmall, Jingdong, Suning's product detail page.

The fourth part: the benefits of the baby

Highlighting the baby's point of interest, is the need to provide more value-added services than competitors, or beyond the consumer's expectations of the service, and can solve the consumer's problem, then naturally stimulate the consumer's need to buy.

The fifth part: the parameters of the baby specifications

For example, the size of the goods (such as clothes, shoes) visualization, to provide height, weight three circumference and other data information, so that consumers combined with their own data information, choose the right size, and physical comparison (kiwi and eggs), to reduce the shopping error. Through visualization, physical comparison, it creates an immersive sense of agency for our consumers, making the abstract concrete.

Part VI: Baby details show

Baby details show the `benefit is that, for example, we buy clothes, there will be a lot of details of the show, coupled with some creative copywriting information, it will create a consumer emotional **** Ming.

Part VII: the brand image of the baby

Show the product stores, assembly lines and pictures of workshop equipment, highlighting the brand's professional image. A typographic logic, the part of the tick is the part of the details page must be included. A **** there are five parts, the focus of the baby at the moment picture, commodity details, to give people pay to buy the reason, issued a call to buy, buy notes, these ticked, is the most basic component of the details page, is the normal logic must ensure that there.

Fourth, note

1. PC version and product details page and cell phone product details page is not the same, the PC version of the requirements of all, while the cell phone in order to facilitate the reading of the flow to save, product details page should not be too long, select the most important information, control within 5 screens.

2. Commodity images should be iconic, the entire page logic coherent, not patchwork, which will reduce the customer's sense of trust.

3. Can use the picture do not just use the text, the picture is more intuitive than the text has more rendering power.

How to write a product copywriting design3

A few general guidelines for writing product copy

First, accuracy of expression is always the first guideline for product copywriting, make sure that what you convey is basically the same as what the audience can understand, don't create ambiguity, and don't let the audience misunderstand (unless you want to). Only after accomplishing this can you go after the others on this basis, such as style, aesthetics, and presentation skills.

Second, refuse to be confused, refuse to be complicated, the pursuit of concise and clear. Some just started the product copywriter, always want to the user all out, all aspects of the content are attached, and high-level product copywriter will do trade-offs, will filter, will refine the core selling points, only the most important, after all, the limited content box and limited attention to be able to focus on the fire to the user to leave the key elements have been enough. Speak too much, become a long story, the user will not buy, only choose to skip.

Third, the long copy should have a sense of rhythm, through the conversion of meter, vocabulary, rhyme, that is, the repeated deliberations on the wordplay, to enhance the sense of language when reading silently. Only such a product copy can be read with a sense of "fluency". So that the user's reading experience will not seem hard, only willing to continue to browse down. Of course, this ring more test copywriter's writing skills.

Fourth, repeated deletion is a must. Only by constantly reading and deleting, can we iterate and refine a better version. Excellent product copywriting must have gone through repeated deliberation and deletion, and the author suggests that each modification should be modified with a purpose and direction, just like Haruki Murakami modified the "Assassination of the Knight Commander", the first deletion, the second additions, increase details; the third time to embellish the coloring, the fourth time to modify the logic, rhythm, etc., and finally modified into a version of their own satisfaction.

Fifth, the perspective of equality, neither the use of "you" such honorifics, nor the use of condescending command tone. You see Ali and Tencent, these big Internet product copywriting is so, so that both the distance between the user, but also a content taste, will not let the communication appear hard distance.

Sixth, the way to improve the level of copywriting is always to see more practice, not only to see the excellent works and cases in the same industry, but also to see more excellent literary works, such as poetry, prose and other genres (because of the language of concise, golden sentences often), the best-selling book waist cover cover, back cover and preface (are excellent material), and there are some contains a lot of psychological and detailed description of the masterpiece. description of the work of the giants, to sense their control of the text.

Seventh, the "Don't make me think" principle. In other words, is to take into account the user "does not have the context of the background" of the situation, so the copy to abandon professional and obscure vocabulary, and to account for clear elements, in the user does not have professional knowledge of the background, no expectation of the basis of GET the core content of the text.

Eighth, product copywriting refuses to get high, then we have to stand in the user's point of view or scene, to think about how to express. High-ranking copywriters generally write in writing, have a set of their own way of perception, such as holding the product with the developers to chat with strangers who do not know anything about the product, or purely rely on their own into the role of consumers to think about "I" care about what? "What am I curious about? This way, the work can hit the heart of the audience, rather than self-motivated without touching the point.

Ninth, product copywriting and other elements to achieve unity, to form a unified style, typography, aesthetics, so in the format, posters, graphics, color, etc., should strive for harmony.

Tenth, the copy for the young audience can develop a brain hole, play terrier play creativity play personality, but also to grasp the balance. For example, the product jump link copy "click the button, the old driver to take you on the car" is a typical play terrier, young users will be able to understand in seconds, high acceptance, but if the audience is the old and middle-aged, the probability of resistance will arise, it will feel fancy and difficult to understand. In addition, the circle language should also be used with caution, so as not to lose the users outside the circle.

Eleventh, in order to improve the efficiency of the communication of the text, you can simulate a question and answer breathing sense, in the inner predetermined or imagine the audience to see this product will first think of what is curious about what, and then respond. Such copy reading will make the user feel that the product understands me very well, and can also quickly and efficiently understand the selling points of the product.