To give a case of air conditioning:
1, core technology, the ultimate power saving
2, a night with only one degree of electricity
3, open a night of air conditioning, the equivalent of using an induction cooker to cook a packet of instant noodles
4, the interest on the mortgage are saved
The same is the expression of the power-saving selling point:
The core technology can not be seen, can not be touched, and the consumer does not have half a penny!
The core technology is invisible, intangible, and consumers do not have half a penny;
Only one degree of electricity per night, although there is a specific value, many consumers have no concept of one degree of electricity, but there will be a feeling of power saving;
If the air conditioning and cooking noodles a night on the same level, it will allow customers to more intuitively feel the power saving;
Lastly, with the actual benefits of the illustration, it will allow consumers to produce a strong **** (only for customers with a mortgage).
From the above example, we can see that there are two very important ****nesses of offensive copy: ****ing, and benefits.
Similarly: if you describe a person is very beautiful with the closed moon and flowers, fish and geese such words is very difficult to impress people, because not vivid enough. If a different way of saying: I inexplicably smiled, just because I saw you. Maybe it will make the girl more emotional.
Attacking copywriting in addition to giving customers a more realistic feeling, there is a prerequisite is: I know what you want.
In network marketing consumers tend to price, quality, effectiveness, after-sales and several other issues of concern, different stages of the visitors are concerned about different points, for example: to understand the early stage will be concerned about the cost-effectiveness of the product (price, effect), in the purchase stage more concerned about the service and protection.
If we can insight into the psychology of the visitors, tapping the heart of the text will become more simple.
Speech A: We have done thousands of cases of user surveys, combined with your actual needs to customize the product, so that the product is more effective.
Speech B: We know you have xxxx needs, so we used xxx method to solve your current problem.
Also in the description of the applicability of the product, the starting point of the discourse A is the enterprise, saying what efforts we have made; while the discourse B is from the consumer's point of view to explain what specific problems can be solved for the visitor. Which statement do you think customers are more able to accept?
Finally, how can you practice to improve your offensive copywriting skills? I'll give you a few practical methods:
1, selling points split: a product will certainly have many selling points, do not try to integrate all the selling points into a paragraph, you can put the different selling points corresponding to different groups of people to copywriting.
2, reverse thinking: think of yourself as a consumer, if you buy this product, which needs to be met before you buy. Put it on the list, the direction of copywriting.
3, simulation scenarios: visitors to generate purchase behavior will have the actual scene. Most of the demand is in some specific conditions will arise, if you can find such a scene, and then copywriting, you will achieve twice the result with half the effort.
In this world full of routines, we need more sincerity.