The copy itself is worthless, but the marketable copy is priceless. In the field of e-commerce, many people do not attach importance to copywriting, which is incorrect. Copying is very important. For online marketing, copywriting is consumers' first impression of the brand. The copywriting of some products is very eye-catching, such as the plastic bra's "it's not that they changed their minds, but that we changed our shapes"; The "cockroach dies, I die" of the pest control company; Wait a minute. Really good sentences are always impressive, and real classics can always be circulated for a hundred years. Successful brands on the internet attach great importance to copywriting and must have classic demands. Therefore, saving Chinese should start with commercial copywriting, and successful e-commerce cannot be separated from powerful copywriting.

First, the core logic of copywriting

Once a good copy is produced, the input-output ratio is very high. You don't need to change the classic copy, just put it in once. For example, a kind of snack car called "Xiang Lu" often appears in street squares. Someone once became a billionaire by selling this snack car. The cost of a snack car may be only a few hundred yuan, as long as you write the brand on the snack car, make a set of recipes, and then make a very powerful copy. This copy has become the foundation of the brand, and the packaged snack car can be sold for more than 10,000 yuan. This is the power of planning and copywriting.

What is the copy?

First, copywriting is interest and interest-oriented. For example, opening a website that "searches all over the world" conveys an interest orientation, which is more beneficial than the homogenized mediocre language.

Second, copywriting is the exchange of experience.

Third, copywriting is a kind of communication and a kind of value transmission.

Good copy is not won in literary talent, literary talent itself is worthless, and literary talent is valuable only if it produces achievements. Copywriting pursues empathy and emotional resonance, and it is very important for copywriting to have an insight into the psychology of the target audience.

2. The copy should be good-looking and useful.

There is a dialectical relationship between aesthetics and practicality:

beautiful

The so-called beauty is to dazzle, incite, shock, make people feel the pleasure of reading and make people happy. Good copy is like a slide. After reading the first sentence, people want to read the second sentence, and after reading the second sentence, they want to read the third sentence. They don't want to sleep until they finish reading it, and they can't sleep after reading it.

There are basically two forms of online advertising strategies: directional communication strategy and interactive communication strategy. According to its different characteristics, the writing requirements of copywriting are also different.

1. Advertising strategy and copywriting style of directional communication.

Directional communication refers to targeted communication to certain specific target audiences.

(1) On the Internet, some enterprises purchase the list of potential consumers through some specific institutions, and publish advertising information to potential consumers by e-mail and electronic newsgroups. This approach is similar to direct mail advertising. The advantages are strong pertinence and less waste of advertising investment. However, if it is used improperly, it will easily arouse the resentment of the audience, lead to a large number of protest emails, and even lead to damage to the corporate reputation. Therefore, it is the key to the success of this advertising strategy to accurately select the target audience and send advertisements to those who want to obtain relevant information.

(2) Putting vivid online advertisements on websites that can attract certain market segments is very effective for improving the visibility of enterprises or brands. Although the network is vast, it can be subdivided into many parts, and these subdivided audiences have special interests and needs, which provides a more accurate way for directional communication. For example, putting an advertisement about running shoes on a website that provides running-related services and putting an advertisement about cosmetics on a women's website will have a more accurate arrival rate.

2. Interactive advertising strategy and copywriting style

Internet has broken through the limitation of one-way communication of traditional media and provided the possibility for two-way communication between audience and media. The audience is no longer a passive recipient, they can also release information and take the initiative to attack.