How to write product copy design, the essence of product copy still plays the role of communication and docking. We write products only to make customers like to buy our products. It is the most important thing to fully reflect the selling point of your product. Let's take a look at how to write the product copy design.

How to write product copywriting design 1 product copywriting common writing methods are three-stage writing method and nine-square thinking method. The main function of product design copywriting is to induce consumers to buy according to your suggestion. The most important thing is to tell the facts that are beneficial to the product, and pay attention to matching excellent product pictures when writing the copy.

1, three-stage writing

Three-stage writing is to imitate the inverted triangle writing in news. The first paragraph should focus on the sales discourse of the full text, because most people have no patience to read the whole text. The second paragraph should be extended according to the sales discourse in the first paragraph, and pay attention to the characteristics of the goods. The third paragraph is usually used to strengthen goods, that is, to explain the price advantage and gifts of products. The length of the second and third paragraphs depends on the writer's writing skills. If the writing is not good, list the selling points of the product.

2. Jiugongge thinking method

The nine-grid thinking method is to take out a blank sheet of paper, divide it into nine grids, fill in the product name in the middle grid, and then try to fill in the advantages that can help product sales in the other eight grids. Jiugongge thinking method is a simple and practical method to force creativity, and can also be used to conceive PPT structure of copywriting.

3. Excellent pictures

No matter how touching the copy is, the effect is not necessarily more convincing than the photo, so the role of the photo in the copy is very important. Product copy is not words, and pictures may be more attractive. You can add a line of words at the bottom of the picture, which is much better than simple words.

How to Write Product Copywriting Design Two Elements of Product Copywriting Design

First, the elements of the product detail page

There are many kinds of pictures on the product details page. The first picture is what we often call this poster picture. The most important thing in the poster is the typesetting of the copy. Whether it's the home page, the advertisement or the layout of the poster pictures, it's very important. Next, we will explain the layout.

Second, the three principles of making a detail page

(1) Try not to use words if you can use pictures;

(2) The connection of each part should be logical;

Let's just say that the last paragraph and the next paragraph must be connected and logical. Don't say that the last one is this selling point. The next one will talk about other logistics and certificates. The whole detail page is particularly long and consists of many pictures. So this typesetting must be logical.

(3) According to the consumer's demand, give the reason and action mechanism of purchase.

Just now, we gave an example of comparing copywriting, so that everyone can understand what an action mechanism is, that is, giving reasons for buying and using scenarios.

Third, the framework process of commodity details

Part I: Creative Posters

Through the form of creative posters and creative copywriting, consumers' interest can be aroused. Creative posters are too subjective and have no quantifiable standards.

Part II: Introduction of baby characteristics.

This part of the copy needs to fully tap the innovative characteristics of the baby, and the distinctive and differentiated characteristics can attract attention.

Part III: Advantages of Baby

To highlight the advantages of Baby over other products, we need to carefully study the product details pages of Tmall, JD.COM and Suning.

The fourth part: the interests of the baby

Highlighting the benefits of Baby is to provide more value-added services than competitors, or services that exceed consumers' expectations, and solving consumers' problems will naturally stimulate consumers' purchase demand.

Part V: Baby's parameter specifications

For example, the size of goods (such as clothes and shoes) can be visualized, and data information such as height and weight measurement can be provided, so that consumers can choose the appropriate size according to their own data information, make physical comparison (kiwi fruit and eggs), and reduce shopping mistakes. Through visualization and physical comparison, we can create an immersive sense of substitution for consumers and make abstract things concrete.

Part VI: Show the details of the baby.

The advantage of baby details display is that, for example, when we buy clothes, there will be many details displayed, which will resonate with consumers emotionally with some creative copywriting information.

Part VII: Baby's brand image.

Show pictures of specialty stores, assembly lines and workshop equipment, and show the professional image of the brand. A typesetting logic, the ticked part is the part that the detail page must contain. A total of five parts, baby's focus map, product details, reasons for giving people money to buy, purchase phone number, purchase instructions. These are the most basic components of the details page, which must be guaranteed according to normal logic.

Fourth, matters needing attention

1.PC version and product details page are different from the product details page on the mobile phone. The PC version requires everything, and the product details page on the mobile phone should not be too long in order to facilitate reading and save traffic. Select the most important information and control it within 5 screens.

2. Product pictures should be iconic, and the whole page should be logical and coherent. Don't make a patchwork, which will reduce the trust of customers.

If you can use pictures, don't just use words. Pictures are more intuitive and expressive than words.

How to Write Product Copywriting 3 Several General Guidelines for Writing Product Copywriting

First, accurate expression is always the first criterion of product copy. Make sure that what you convey is basically the same as what the audience can understand. Don't create ambiguity, don't let the audience misunderstand (unless you want to). Only by doing this can we pursue others on this basis, such as style, aesthetics, expression skills and so on.

Second, refuse chaos, refuse complexity, and pursue simplicity and clarity. Some novice product copywriters always want to tell users the whole story and attach all aspects, while high-level product copywriters will make choices, filter and refine the core selling points, and only talk about the most important ones. After all, the content framework is limited and the attention is limited, so it is enough to concentrate on leaving key elements for users. If you talk too much, it's a long story, but users won't buy it and will only choose to skip it.

Third, the long copy should have a sense of rhythm. Through the conversion of rhythm, vocabulary and rhyme, that is, the repeated consideration of words and sentences, the sense of language in silent reading can be improved. Only such a product copy can make people feel "fluent" when reading. In this way, the user's reading experience will not appear stiff, and he is willing to continue browsing. Of course, this link tests the writer's writing skills.

Fourth, repeated deletion is the only way. Only by continuous silent reading and deletion can we iteratively refine a better version. Excellent product copywriting must be repeated thinking and deletion. The author suggests that every revision should be purposefully revised, just like Haruki Murakami's revision of Assassination of Knight Leader, the first deletion, the second addition, and the details; Polishing for the third time and modifying logic, rhythm, etc for the fourth time. Finally, modify it into a version that you are satisfied with.

Fifth, the perspective is equal, neither use honorifics such as "you" nor use the tone of command. You can see that the product copywriting of Internet giants such as Ali Tencent is like this, which can not only bring users closer, but also be a kind of content taste, and will not make communication seem stiff and distant.

Sixth, the way to improve the level of copywriting is always to read more and practice more, not only excellent works and cases in the same industry, but also some excellent literary works, such as poetry, prose and other genres (because the language is concise, golden sentences are frequent), the waist cover, back cover and preface of best-selling books (all excellent materials), and some famous books containing a lot of psychological and detailed descriptions, so as to understand your control of the text.

Seventh, the principle of "don't make me think". In other words, it is necessary to consider the user's "context-free background", so the copy should abandon professional and obscure vocabulary, and the clearly explained elements will get the core content of the copy on the basis of the user's lack of professional knowledge background and expectation.

Eighth, if the product copy refuses to satisfy itself, then we should think about how to express it from the user's point of view or scene. High-level copywriters generally have their own ways of empathy when writing, such as chatting with developers with products, chatting with strangers who know nothing about products, or substituting themselves into the role of consumers to think about what "I" cares about. What am I curious about? The works written in this way can hit the hearts of the audience instead of being moved by themselves.

Ninth, product copy should be unified with other elements to form a unified style, typesetting and aesthetics, so we should strive for harmony in layout, posters, pictures and colors.

Tenth, copywriting for young audiences can develop brains, play with creativity and play with individuality, but we must also grasp the discretion. For example, the copy of the jump link in the product "Click the button and the old driver will take you on the bus" is a typical joke, which is understood by young users and highly accepted. However, if the audience is middle-aged and elderly people, the probability of conflict will be great and difficult to understand. In addition, the circle language should be used carefully to avoid the loss of users outside the circle.

Eleventh, in improving the communication efficiency of copywriting, we can simulate the breathing of asking and answering questions, presuppose or imagine what the audience will think of first when they see this product, and then react. This kind of copy will make users feel that the product understands me very well and can quickly and efficiently understand the selling points of the product.