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How to improve the ability of writing product copy

1. Decompose product attributes

Internet startups all divide products into independent attributes. Xiaomi first popularized CPU, GPU, etc. to us, and when Xiaomi 4 arrived, he even began to popularize the knowledge of materials science-"Xiaomi 4, Olympic 34 stainless steel, 8 times CNC stamping". (Figure 2 below)

Even Fanke Chennian, who learned from Lei Jun, is not to be outdone. He popularized chemical knowledge at the shirt conference-how to make the shirt wrinkle-free, and increase the horizontal * * * valence crosslinking between cellulose macromolecules.

(Yes, the following is not the PPT of the chemistry teacher, but the PPT of the old product launch conference, as shown in Figure 3 below)

Why does Internet copywriting need to decompose product attributes?

because it helps them make up for the disadvantages with big brands.

there are two modes for consumers to choose products-low cognitive mode (with little effort to think) and high cognitive mode (with a lot of effort to understand and think).

Most of the time, consumers are in a "low cognitive mode", and they are too lazy to know and compare products in detail. They simply judge by external factors unrelated to the products themselves-"This big brand won't cheat me, so buy this one!" "The quality of this German product is definitely better than that of domestic products, so buy this one!"

in this case, small brands can't beat big brands, because consumers directly infer the quality of products through "brands" instead of comparing the products themselves in detail.

what should I do?

consumers should be changed into "high cognitive mode", so that they can spend a lot of time and energy comparing the products themselves, rather than simply judging by the brands and places of origin.

and "decomposing product attributes" is a good method, which can make consumers change from a "vague general impression" to "accurate understanding".

Therefore, at the product launch conference in 211, Reebs began to skillfully use this key picture to decompose product attributes. (Figure 4 below)

This is why advertisements of big brands often emphasize the overall impression ("Once again, change everything" and "extreme design", etc.), while small brands often decompose product attributes in detail, so that consumers can enter the "high cognitive mode".

The same principle applies to recruitment. Suppose a Tsinghua candidate and a Wu Da candidate apply for a job, and HR only has 1 seconds to judge who they want, then Wu Da has no chance-1 seconds can only compare "brands"; However, if HR has one hour to judge who it wants, then the outcome is undecided, depending on personal ability.

2. Point out the benefits:

It's not enough to "break down the product attributes" from the other side. You need to tell the benefits-what such attributes can bring to the other side.

For example, in the following advertisement for subletting rooms, the one on the right tells the specific "benefits", which is even more attractive.

countless salespeople failed in this step. They introduced the products in detail, but customers complained, "These features you mentioned are all good, but what's the use for me?" !”

countless applicants have also lost at this point. They introduced their experiences in detail, but HR complained: "Your club and internship experience are good, but what is the specific use for our company?"

If you want to write a good copy of China, you need to change your thinking-not "describe a product to the other party", but "tell the other party what this product is good for him!"

3, positioning to the usage scenario

When asked to describe a product, most people first think of "this XX" (positioning to the product attributes)

Some people also think of: "This is a product specially designed for XX people!" (targeting the crowd)

There is actually a third kind: "This is a product that can help you make XX". (Positioning to usage scenarios)

Actually, in view of the characteristics of Internet products (complex categories and scattered people), you should position the products to usage scenarios more-what tasks do users need to accomplish with my products?

For example, if I describe "This is an intelligent wireless router!" (product category), you may not know what I'm talking about.

But if I say, "You can use your mobile phone to control your home router to download movies automatically at work" (usage situation), you may be tempted.

so, the most important thing is not "who am I", but "what do my consumers use me for?"

4. Find the right competitor

Consumers always like to compare different products, so when writing a copy, it is necessary to be clear: What do I want consumers to compare my products with? Who is my competition?

For example, in the picture below, I hypothesized that the copy of the above two kinds of Jiaduobao herbal tea, the former one is more prominent than the traditional Chinese medicine for preventing excessive internal heat, but people think that it is "three-point poison" and may not dare to drink it; Compared with drinks, the latter has the function of "preventing excessive internal heat", giving people the feeling that they no longer feel guilty about drinking unhealthy drinks.

Countless innovative products in the industry involve the comparison of competitors:

The competitors of online education are actually not offline training, because for those who are willing to spend so much time and money on training, online education obviously cannot meet their requirements for quality; Its competitors are actually books and online forums, because its customers are people who can't attend training because they have no money and time, so that they have to study by themselves.

the competitor of solar energy is not thermal power at first, because solar energy is too unreliable for thermal power with stable performance; Its competitor is "no electricity"-solar energy failed in the United States at first, but it was first commercialized in Africa. For Americans, solar energy is too unstable, but for some African countries without power grid, self-built solar generators are better than no electricity.

The competitor of Fanke's anti-wrinkle shirt is actually not a business shirt worth thousands of dollars (as advertised), because people who are willing to use these business shirts look down on Fanke; Its more likely competitors are T-shirts and POLO, because its consumers are those who have to wear T-shirts for fear of squeezing their shirts in the subway.

The real competitor of the first generation iPhone is not Nokia mobile phone, because compared with Nokia mobile phone, it has poor battery life and poor call quality. Its real competitors are the Wall Street Journal, game consoles and video players. Under the mainstream view at that time, as a mobile phone, it had numerous shortcomings; But compared with other video players, newspapers, etc., it is much better and has the function of making phone calls.

So, first, make a good copy and publicity, and find the real competitors of your products.

5, visual sense

Your copy must be written so that readers can associate with specific images after seeing it, such as the copy in the above picture. If you just say "good night shooting ability", many people have no intuitive feeling; But if you say "you can shoot stars", it immediately reminds people of the feeling of "I want to shoot but I can't shoot when I see the bright starry sky".

excellent copywriting can remind people of specific scenes or memories, but too many copywriting are abstract, vague, complex and empty, which makes people confused:

The advertisement for educational courses says: "We pursue Excellence, create excellent products, help you keep pace with the times and create the future!"

mp3 advertisement: "Slim, smart and tolerant!"

sesame paste advertisement: "pass on the manufacturing classics!"

The boy proposed: "We will live happily ever after!"

Political speech: "I hope to pursue equality and reduce racial discrimination!"

interviewer: "I have a sense of responsibility, mission, meticulousness and hard work!" "

If you add the description of "visual sense" to the same meaning, the effect will be significantly different:

The advertisement of educational courses says: "We pursue Excellence, create fine products, help you keep pace with the times, and * * * create the future!"

-"We provide the latest knowledge to help you cope with the changing world."

mp3 advertisement: "Slim, smart and tolerant!"

-"Put 1 songs in your pocket!" (from Jobs)

Sesame paste advertisement: "Inherit the manufacturing classics!"

-"The smell of my mother when I was a child"

The boy proposed: "We will live happily ever after!"

-"I think when we are old, we can still walk on the beach hand in hand in the afterglow of the sunset.

Political speech: "I hope to pursue equality and reduce racial discrimination!"

-"I have a dream that one day, on the red hill of Georgia, the sons of former slaves and the sons of former slave owners will be able to sit down together and talk about brotherhood." (from Martin Luther King)

Interviewer: "I have a sense of responsibility, mission, meticulousness and hard work!"

-"I stay up all night for 1% details, and I will never give up the last improvement until I am satisfied."

why is the sense of vision so important?

Because visual imagination is one of our most basic needs, people naturally don't like abstract things. Therefore, almost all abstract ideas in ancient times were visualized-because "justice and compassion" were too abstract, a visualized and personalized god was directly created; Because the process of rain is too abstract, the novel "Lei Gong Dian Mu" was invented.

There is a "vividness effect" in psychology, which means that we are more susceptible to the vividness of an event (whether we have a sense of vision), rather than the meaning of the event itself.

During the Iraq war, American journalists kept reporting that "thousands of Americans died", but few Americans were moved. But once the story of a family's wife losing her husband was reported, the anti-war sentiment of the whole country rose. This is not because a husband's life is more important than thousands of lives, but because such stories are "more vivid".

Therefore, when writing a copy, you must have a "visual sense", otherwise others will not know what you are talking about.

6, adhesion-establish contact

As a small company, you may release brand-new innovative products. But people don't like strangers, so they often don't buy it. At this time, you should establish "adhesion" for the copy-attach the information to a well-known item.

For example, if you don't know anything about TV set-top boxes, which promote "free remote control", you may have no idea. But if you say "let the TV become a computer for one second", you will understand-it turns out that you can control the TV freely like a computer!

you really want to make your product copy popular, but it is difficult to make a strange thing popular. In order to make a brand-new product or concept popular, you need to associate it with something that everyone knows. For example,

When Jobs released the first iPhone, he didn't directly introduce the iPhone explanation function, but said that he would release three products-a phone, a large-screen iPod and an Internet device, all of which are familiar to everyone. Then Jobs said, in fact, we only released one product, which has the functions of the above three products, that is, the —iPhone.

In order to make strange emerging stars popular, the media often give them a nickname-"Chile Cristiano Sanchez" and "Germany Messi Marin". This is to connect strange teenagers with famous stars and make it easier for the public to understand.

By the same token, do you know why there is the "Reebs" in China's science and technology circle?

why is "adhesion" so important?

This is because of people's memory patterns.

People's brain memories are like rivers on a high slope, and new memories are like a drop of water. If this drop falls on the land, it will evaporate immediately. If it can drip into the river, it can be integrated and reach the sea. Similarly, if new knowledge cannot be connected with old knowledge, people will soon forget it; If you establish contact with something old and familiar, people will remember it easily.

So, you need to improve the "adhesion" of the copy, and make it relate to the old things-even the telephone patent that Bell, the inventor of the telephone, applied for that year was called "a new telegraph improvement technology".

7. The purpose of providing "fuse"

Copywriting is to change other people's behavior. If you only make others "excited" but don't make the final "action", the copywriting may fall short. The best way is to provide a significant "fuse" so that others can know what to do now without thinking.

For example, as shown in the figure below, suppose this is an article posted on the WeChat homepage. In order to make you pay attention to the WeChat homepage, the copy on the right is definitely more effective-it makes you know what to do now without thinking.

Numerous phenomena have proved this point:

A university in the United States designed a brochure on tetanus vaccine before, but the problem is that no matter how to improve the warning power of the brochure every year, it is difficult for students to get vaccinated by using horrible pictures of patients. Finally, the problem was solved, and a map of the school hospital and the vaccine time were attached to the manual-it turned out that the students were just too lazy to check the map and time on the website.

Psychologists have also done an experiment-a refrigerator with transparent glass doors is full of food, and many people steal food; But put a lock on this refrigerator and put the key of the lock next to it. As a result, almost no one steals food. Because the reason for stealing food has changed from "knowing how to do it without thinking" to "knowing how to do it without thinking", it has significantly reduced the desire of others to do it.

Therefore, never underestimate the "laziness" of the "Shoushou Party", and clearly tell others in the copy when necessary: What should you do now!