In fact, the skills of making materials are not much different from other categories.

The most important skills:

1. The pictures of the materials should be clear

2. Copywriting and materials should reflect the highlights of the products

3. The materials, copywriting and product styles should be consistent

4. Differentiation

I will mainly talk about it from three points, namely, 2, 3 and 4. Now that we have mentioned the "small category", I'll just pick a few small categories of materials to analyze.

I always * * selected two products, namely "black technology electric ear plucker" (explosive product last month) and "no-disassembly and washing screen window cleaning brush" (short-term explosive product).

most of the small categories have a short life cycle, which is also a major feature of the small categories.

the data comes from: DataEye-EDX

the data comes from: DataEye-EDX

as shown in the above figure, the sales of both products have exceeded 1,, which is considered to be more representative among niche products.

Highlights

1. Copywriting

The copy of "Black Technology Earspoon" refers to the following figure:

The product highlights mentioned in the copy mainly include "69", "Electric" and "Clean".

69 means the product is the price that advertisers want to show, and the copywriting such as "1% discount", "promotion" and "limited time" is used to help show that 69 yuan is a "discount" and consumers' consumption desire.

"electric" reflects the main function of the product, that is, the place of "black technology". Compared with ordinary cotton swabs, the highlight of this ear scoop is "electric", and its practicality and effect are better than those of cotton swabs. The embodiment in copywriting is to reflect the use effect of the product through copywriting such as "suck out at once" and "clean".

the data comes from: DataEye-EDX

the copy of "no-disassembly and washing screen window cleaning brush" refers to the following figure:

The product highlights mentioned in the copy mainly include "29.9 buy one get one free", "one brush is clean on both sides" and "no effort".

it's the same as taking out an ear spoon.

in the copywriting, the price discount of 29.9 yuan for one get one free is used to amplify consumers' desire to buy.

The clean and effortless brushing on both sides reflects the use effect and experience of the product. It clearly and concisely shows the efficacy of the product.

the data comes from: DataEye-EDX

2, and the material

The black technology ear-scoop is shown in the following figure:

The cleaning brush for non-removable screen window is shown in the following figure:

From the above two materials, it can be seen that although the content and form of the two materials are different, the content they want to express is really the same.

that is to show the functions and highlights of the product.

what can a product do? And why do consumers buy it?

if advertisements can reflect the highlights of products and meet the needs of consumers, naturally, the clicks on advertising materials will increase. If it is not clear what the product can do, how can consumers know that they need the product?

Style

Because the material of the cleaning brush is mainly short videos, here we mainly analyze the material of the ear scoop.

color, text and picture structure, text content and font are all part of style.

how can I judge whether the styles are consistent? Mainly depends on the overall visual sense of the picture. When an advertising material is produced, it can be evaluated by outsiders. Is there any inconsistency in the first impression of others? If there is, it will be optimized.

there is no sense of separation in the picture and text collocation, which unifies the "black" background color. Black and gray can implicitly set off the "black technology" of products. The main materials are black and three primary colors, yellow, red and blue, which are not abrupt when matched. It is a good advertising material.

Compare another advertisement material for men's wear, as shown in the following figure:

There is an obvious sense of separation, the left and right background colors are inconsistent, and the color of the copy is not in harmony with the background color.

There are also some problems in the design of copywriting. "It's a little expensive" is definitely more attractive than the "1% discount" of the copywriting with ear scoop material.

Difference

Although the competition among niche categories is not too great, more and more businesses are paying attention to this piece recently. Therefore, it is possible that there are competing products in small categories of goods, or that there are merchants and products after creating their own explosions.

when selecting products in the early stage, we should consider the existence of similar competing products. For example, use the DataEye-EDX platform to search whether there are competing products that have been re-invested.

and if it has been on the shelves for some time and there are merchants following the products, you can also check the delivery of competing products by this method.

the purpose of viewing competing products is to collect their information. Once the data such as your own receipt rate has declined, you should be vigilant and start to optimize the delivery.

at this time, the emphasis is on differentiation.

Many merchants are too lazy. They are the same as the products and materials, and even the copywriting is the same. At this time, there is a direct and fierce competition between homogeneous advertisements.

at this time, you can try to modify the copy, materials and even delivery channels to differentiate your own advertisements from competing products, so as to leave a deeper impression on consumers who see the same product.