When we see a good product evaluation article, we will get interested and download it for trial. Or read an interesting story, and finally find it is an activity recommendation. I can't help but take the initiative to forward these articles to the circle of friends. We call them "product promotion articles". Good promotional articles will often create a time period of brushing and become a hot spot. Why does the promotion of copywriting become an important choice in product promotion? I think there are two reasons: the first is user education. For users, not all products know what they are doing at a glance, and users need guidance. The article is a good way to guide, for example, to promote goods through Valentine's Day gift guide, and to tell you the importance of stress testing through some stories of server crash. Through the article, people's curiosity is stimulated, and some basic knowledge related to product functions is learned, so that in the process of transformation, these readers have lower threshold and less difficulty. Figure: Promoting goods through Valentine's Day gift guide. The second is communication ability. Good content sometimes spreads beyond your imagination. Different from e-mail, SMS and SEM, content promotion has a strong long tail effect. With high-traffic platforms such as Baidu and Zhihu, product promotion articles can get a good position in Baidu search without spending a penny. Below, WeTest "Master of Pressure Testing" began to introduce product functions in Baidu, Zhihu and other channels in the early stage of the product, and after a few months, it obtained a better ranking order than SEM. Figure: What kind of article can be called a good product promotion article? The first is undoubtedly the flow. A clever woman can't cook without rice, and articles that no one reads can't play more tricks. The second is transformation. As a product promotion article, the core purpose is to realize product promotion, realize more users to use products and form payment. The last point, I think, is word of mouth, that is, users will have a positive impression on the product itself after reading the article. After determining the three goals, we must also have a set of indicators that can be quantitatively measured, and really take these dimensions as the evaluation indicators of product promotion articles. So what indicators can quantitatively evaluate the quality of the above three dimensions? I listed the following indicators: ● Traffic: reading volume, PV, UV● Conversion: use conversion rate (users /UV), paid conversion rate (paying users /UV)● Word of mouth: favorable rate (positive comments/all comments), forwarding rate What factors do you need to have and what routines do you use for an excellent product promotion article that attracts users? Literary talent? Picture sense? Mind wandering? * * * Ming? Empathy? Contradiction? Imagination? These factors seem to be all factors in an excellent product promotion article, but I don't think they are the most critical. The most important thing in a product promotion article should be logic. Excellent product promotion is similar to the design process of a good product. Product design is divided into five dimensions from top to bottom: strategy layer, scope layer, structure layer, framework layer and performance layer; Like product design, the steps of writing promotional articles will also go through a "top-down" process, which we can call "selling point, structure and packaging". 1. Selling Point An article's consideration of selling points is similar to the product's consideration of strategic level and scope level. What do the strategic layer and scope layer mean to the product? The strategic level is the core goal of the product, and the scope is the boundary of the product function, which means that a product can find the user's pain points and confirm the product goal, thus landing as a specific product and function. Take "Hungry" as an example: user's pain point: I want to order take-out, but I don't know which product to order. Target: Integrate take-out merchants and provide online ordering service. Specific products and functions: Hungry product functions For the article, the process of generating "selling points" is more like an extension of the product. When product promotion is needed, both product functions and user's pain points have been formed. What product promotion articles need to do is to reverse the user scene through user's pain point (when users make demands) So continuing the case just now, what are the pain points of users of take-away products? One is that you can have many choices for eating, and the other most important pain point is that you don't have to go out. The extended user scenario is: a person (person) who "needs food" doesn't want to go out (things) and wants to get food (things). With the user scenario, combined with the product functions, we have a well-known slogan: "Don't call mom when you are hungry, call you hungry". So how does the product promotion article reflect the selling point? Mi Meng is a controversial WeChat official account, but it is undeniable that it is still one of the most successful marketing numbers. Mi Meng sent a product promotion article "Do you know why you are poor?" for JD.COM 618 Shopping Carnival. Because you like saving money! 》。 The "products and functions" of tweets are undoubtedly "JD.COM 618 Shopping Carnival", and the user scene is "people who have the need to buy in buy buy". Faced with the demand of "whether to buy or not" and "what to buy" generated by shopping promotion activities, this demand can be strong or potential. For these people, it can be divided into three categories: the first category: buying and not buying. The second category: people who hesitate between "buying category A" and "buying category B", the pain point lies in "demand". They have purchasing needs, but they have priority, and not all needs must be met; The third category: people who hesitate between "buying brand A" and "buying brand B" have the pain point of "difficulty in choosing". They have made up their minds to buy a certain category of goods, but they are hesitant to buy which brand. For these three groups of people, the user scenarios are different. The article "Mimeng" mainly promotes products for the first group of people. So how does Mi Meng package the selling points? Mi Meng found a clever breakthrough point: "What effect will be achieved if the decision to buy is made?" The article gives some examples: when you choose to buy a breakfast, you save the energy spent on making breakfast; When you choose to buy a car, you save the time spent commuting to work; And with these remaining time and energy, you can appreciate yourself and get more money. Therefore, the core selling point of "JD.COM 618 Shopping Carnival" is that buying in buy buy can save energy and time, and energy and time can be exchanged for more money. From the above examples, we can see that the main method of "refining selling points" in product promotion articles is to confirm the specific functions of the promoted products-to describe the corresponding user scenarios (people, things, things)-and the effects that can be achieved after using the product functions. 2. Structure An article's consideration of structure is similar to the product's consideration of structure layer and frame layer. What does the structure layer and frame layer mean to the product? They are the mode and sequence of product function display, as well as the content of information architecture and interaction design. The structure is the skeleton of the article and the serial order of the stories. "Onion" has a lyric called "If you are willing to peel my heart off layer by layer". This is the structure of the promotional article. We should show our core selling points bit by bit in a reasonable and logical way. Mi Meng inserted a video about four short stories. The narrative logic of the four stories is the same. They all tell a story background, and then show the problems, and then analyze the problems, so as to get a solution. Take the first story as an example: at the beginning of the article, several sad stories are rendered: the protagonist's company is far from home, and it takes two hours to go back and forth every day, and one and a half months a year are spent on the road; Another person, whose computer is getting slower and slower, is reluctant to replace it, which leads to the delay in work efficiency. Through this story, the author leads to a problem-many people waste a lot of time to save money. After presenting the question, I began to analyze what caused people to make such a decision. It's because people value money more than time. The article begins to try to reverse this idea-money can save time, time can help you appreciate, and appreciation can help you get more money. Through this logic, the article finally combines the solution with the core selling point, so that spending money can save time, save energy, enhance personal value and achieve greater benefits. 3, packaging An article's consideration of packaging is similar to the product's consideration of the presentation layer. The presentation layer means the visual expression of the product, and from the promotion level, packaging is the optimization of the expression skills, writing style, format and title of the article. There are so many contents about the expression skills, writing style, format and title of the article that it is difficult to describe them in detail in an article. Here are only three tips: ● Enlarge the reader's feelings ● Reduce the user's understanding cost ● Attract the reader's attention. 1. There are two tricks to enlarge the reader's feelings, namely "digitalization" and "scene". Let's talk about "digitalization" first. Compared with simple presentation, digital presentation can make users feel the same. How does Mi Meng's product promotion article package the picture through "digitalization"? In order to show "the arduous process of developing lens", Mi Meng used the copy of "33 mm lens will have good imaging effect" to emphasize fineness and difficulty; In order to show that "the company is far away from home, it is not easy to go to work", the article calculates the specific time spent at work, which makes people feel that a lot of time is really wasted; in order to show "keen on lottery activities, losing precious time", the article calculates the value difference brought by the same time spent participating in marketing activities and seriously studying business; we find that Apple's press conference is also good at using this method to amplify the audience's feelings. When Cook introduced the iPhone as "very popular", "very popular" and "very safe", he listed these figures: 1 billion units sold, 14 billion downloads, the error rate of Touch ID 1/5,, and the error rate of FaceID 1/1,,. The second trick is "scenario". Through scene description, users can feel the content of the description more immersive. Still taking the above three scenes as examples, how did Mi Meng package these pictures through "scene"? In the part of "Developing the lens, the process is hard", the article describes that Xiao Li made the lens with beer bottle base, flashlight glass and window glass. The props involved also include chainsaws, protective glasses, magnifying glasses, shoelaces, hardware instruments and design drawings. These scenes show the difficulty of the process. In the part of "The company is far away from home, and it is not easy to go to work", the article describes that the bus smells of sweat, body odor and strong perfume, and it is bumpy, congested and noisy: "I am keen on lottery activities and lose precious time", and the article describes the scene of sending a WeChat to every friend to explain the rules of the activities. Apple's press conference also has a similar application. When the iPhone7 introduces the waterproof function, it directly shows the picture of the phone falling into the water; When introducing MarioRun, which supports one-handed operation, it shows the pictures of playing games with handles and eating apples on the subway. Introducing the FaceID function of iPhoneX has been created by countless people. 2. One of the ways to reduce the user's understanding cost is "analogy". When promoting product functions, it is not easy for people to establish an intuitive and image understanding of products. The purpose of analogy is to use what readers are more familiar with to compare the products to be promoted. For example, an aircraft carrier has an area of tens of thousands of square meters, and people have no concept of "tens of thousands of square meters". If the analogy is the size of 4-5 football fields, readers will understand it better; For example, Philadelphia in the United States has 1.3 million square kilometers, which can be described as "the area is equal to the sum of Paris and Berlin" for European readers and "the area is equal to the sum of Changzhou and Nanjing" for China readers. When I was in charge of the product promotion of pressure measurement master, in order to make users understand the working principle of the server better, I compared the user's "activity page" to "restaurant", "concurrency" to "several tables of guests ordering together" and "response time" to "time spent serving food in the restaurant". 3. To attract users' attention, this part talks about two issues: hot marketing and good title. Let's talk about "hot marketing" first. For product promotion, there is no need to say more about the benefits of sticking to hot spots, but how to stick hot spots is very knowledgeable. Hot spot marketing is generally divided into three steps: finding hot spots, analyzing hot spots and fitting hot spots. A. There are two kinds of hot spots, one is sudden, such as hot news of a star, an unexpected event and an explosion activity; The other is planned, such as a planned grand event, a popular exhibition, a heavy game or a movie online. We can't control the sudden hot spots, but it is necessary for us to plan the hot spots in advance. There are many ways and channels for planning. Usually, we can learn about hot events and topics that may be used through Baidu Search Billboard, Weibo Hot Search and Today in History in Baidu. B. Analysis of Hotspots After selecting the hot spots and topics to stick to, it is necessary to effectively combine the core selling points and hot spots of the products. How to combine it? We need to split the attributes of hotspots and analyze hotspots according to "Who", "What", "Where", "Why" and "How". Take the hot spot "PokemanGo" in 216 as an example: Who: Who created "Pokeman Go"? Nintendo. Then any related activities or news of Nintendo and even Japanese game companies can be posted; What: what is "pokemango"? It is a hand tour with AR technology. Then it is related to AR mobile games, and even VR-related mobile games can be attached; Where: Where：“PokemanGo "? Japanese IP. Then the game content related to Japanese IP can also be spread as a hot spot. C. fitting hotspots after finding the breakthrough point of core selling points and hotspots, you need to produce appropriate content to stick to. The content of hot spots can be roughly divided into three categories: type 1: problem-solving type The first category is to provide suitable solutions for current hot issues through some professional content. For example, after the launch of the iPhone, the shape of "Liu Hai" has brought many adaptation problems. The "Adaptation Summary of the Phone Manager's iPhone" launched by WeTest will attract the attention of many users, because this is the topic that users are most concerned about at present. Type 2: supplementary content type The second type is to provide some supplementary content promotion for hot events, such as the inside details of some hot events, which will be very attractive to users. WeTest launched an article "PokemanGo can't play in China?" Tencent AR experts teach you to do it yourself! Introduced some production methods and processes of AR games for users, and decrypted the principles and practices of AR games for everyone, which ushered in the attention and forwarding of many readers. Type 3: I-related type The third type is to tell users that their products participated in the event after the hot event, and provide some internal information, which is very easy to attract users' attention. For example, WeTest introduced the pressure measurement scheme behind the activity after the launch of the "Military uniform photo H5" activity every day, and introduced the important preparation work behind an explosion activity for users, which well satisfied the users' exploration psychology. Let's talk about "good title" again. To enable users to open an article at the first time, the title is very