As Taobao becomes content-oriented, e-commerce operators will be involved in content operation issues.

Content operations will also involve marketing soft articles. To put it bluntly, it means text packaging of product images and text, and using it in various image and text channels to attract traffic.

Everyone should be involved in operations, but I guess you don’t have much exposure to e-commerce copywriting.

Compared with directly selling products in shopping malls with a loudspeaker, the essence of product copywriting on e-commerce platforms is to give products the soul of textual art, so that users can buy them willingly!

For product details pages, the most important role is to use selling points to attract hesitant browsing users.

When copywriters write product details pages, they must first have a clear idea, and secondly have their own methodology.

In order to help operators better write product selling points, A'Zhu specially selected an article of dry information, hoping to be helpful.

01 Jiugongge thinking formula method - Copywriting is often used to stimulate hesitant users and stimulate users' temporary needs.

Let me introduce to you a conventional method: the Jiugongge thinking formula method.

For example: the beauty device brand I wrote about recently has a model called "ReFaCARAT Microcurrent Classic".

Using the 9-square grid thinking method, you can fill in the product name "ReFaCARAT Microcurrent Classic" in the middle "product name" grid, and then fill in the other eight grids with the feasibility of selling the product "Get COSME"

, the same style as celebrities, microcurrent, remove edema and slim the face, lift the skin to the extreme, painless to use, compact and portable. This method can allow you to form a mindset of quickly discovering product highlights, and then use marketing skills to write copy.

, aiming at the advantages, we can write several ways of copywriting, such as the sceneization that Taobao often advocates: What is sceneization? Scenes and scenes. "Scene" is the concept of time and space, and a scene is the addition of time.

Space. Users can stop and consume in this space. If a person can stop and consume in a certain space, the scene means the scene and the time when the user stops in this space.

, there must be scenes and interactions that trigger the user's emotions and coerce the user's opinions. This is the scene. Then you can use the selling points of the beauty device to write scene-based vocabulary, such as "edema, face slimming, compact."

Scenarios that can be written about "convenience": selfies, traveling, dating with boyfriends, fighting with exes, company gatherings, workplace interviews, etc. Consumers will be triggered by these situational words, and emotions are what prompt users to act.

02. 6 Key Points of Product Details Copy - 1) Use excellent picture subtitles, picture descriptions, and contrast to deepen. No matter how moving the copy is, it is not as good as an emotional product photo, and a long article is not as good as the description of the product details page.

Instead of writing, you can think of it as a single-page electronic catalog. The picture is the focus of the details page. You can consider adding a small row of small words for explanation under the picture. Also, please remember to use a subtitle to outline it.

This will make the reading effect better and allow users to quickly grasp the selling points of the products. 2) Understand user needs through customer service. For those who are engaged in e-commerce operations, we strongly recommend that you do customer service for a period of time, or go to the store.

Check some historical messages from customer service, because from this information you can more accurately understand the user's needs, purchasing psychology, and user positioning. Only in this way can you create more product copywriting that is more attractive to users.

To capture user psychology, you can also use the Ali Index to analyze product user data for reference. 3) Focus on the optimization of single-page title SEO. There is a saying in our e-commerce operation circle: "Those who can't write product copywriting are the best copywriters."

Write it for yourself; those who are good at writing product copywriting will write the copy specifically for the target audience; those who are best at writing product copywriting will write the copy for both the target audience and search engine spiders.

Copywriting's optimization of titles plays a vital role in site search, and good copywriting should also be familiar with title SEO.

Especially for selling goods on e-commerce platforms like Moubao, many users now find what they want through search when purchasing goods, so an excellent title SEO can bring sales beyond imagination.

Nowadays, many multi-word media have begun to sell products. If you want to be read by spiders of search engines such as Google and Baidu, you need to pay attention to whether the product name in the title and article appears completely (including brand/Chinese/correct model/selling point), and the product

Frequency of occurrence of the name (at least 2-3 times).