In the Internet era, how to think about copywriting?

Hello, it is a great pleasure to have your question here. Here are some of my thoughts on this issue, and if there are any mistakes, please feel free to point them out. Internet copywriting should arouse the attention and attention of customers, so that customers can truly understand the product, constantly communicate, and enter the inner world of customers.

The ultimate purpose of copywriting is for customers to consume. That's where internet copywriting comes in.

The ultimate purpose of copywriting is to make customers consume. Psychologists have found that people's consumption behavior is affected by emotions. Copywriting should mobilize the emotions of consumers, whether they are happy or sad, which will make them take action.

Therefore, we write copywriting to mobilize consumers' consumption psychology and impulse to consume. So as to achieve our ultimate goal.

Internet copywriting is also skillful, we should be careful to choose to use Internet buzzwords and current buzzwords, these things will be outdated in a few days, so we should be based on real-time, fast updates, and constantly create. The reason why many small copywriting or original articles we see can be shared by others is because our articles can trigger customers' thinking, have a soul impact on customers, guide customers to consume, and give customers a good world view.

Copywriting requires us to convey a good world view to users, be familiar with the consumption psychology of customers, and establish a correct world view for consumers. Walk into the hearts of customers and have a certain resonance with customers.

As a product of the new era, Internet copywriting requires us to continue to learn and write better copywriting.

A kind of planning plan for computers.

1. Decompose product attributes, Internet startups all divide products into independent attributes. Because it helps them to make up for the disadvantages of big brands. There are two modes of consumer purchasing products – low cognitive mode (which does not put much effort into thinking) and high cognitive mode (which spends a lot of energy to understand and think).

So what to do is to change consumers to a "high awareness mode", so that they spend a lot of time and energy comparing the products themselves, rather than simply judging by the brand and the place of production. And "decomposing product attributes" is a good way to allow consumers to go from a "vague general impression" to a "precise understanding". Therefore, at the 2011 product launch conference, Rebus began to cleverly use this key diagram to decompose product attributes.

This is why advertisements for large brands tend to emphasize an overall impression ("once again, change everything", "extreme design", etc.), while smaller brands tend to break down product attributes in detail, allowing consumers to enter "high perception mode".

2. Point out the interests: start from the other party.

It's not enough for copywriters to "break down product attributes", you need to say the benefits - what exactly such attributes can bring to the other party. For example, in the sublease room advertisement above, the one on the right says the specific "benefits", which is more attractive.

Countless salespeople have failed at this step, and they have introduced the product in detail, but the customer complains: "These characteristics are good, but what good is it for me!" "If you want to write good copy in China, you need to change your mindset – not "describe a product to the other person", but "tell the other person what the product is good for him!"

3. Locate the use scenario.

4. Find the right competitors.

5. Visual sense.

Your copywriting must be written so that readers can associate specific images after seeing it, such as the ** case, if you only say "strong night shooting ability", many people do not have an intuitive feeling; But if you say "you can shoot stars", it immediately reminds people of the feeling of "seeing the bright starry sky and wanting to shoot but can't do it".

6. Adhesion - Establish a connection.

7. Provide a "fuse".

Online language copywriting refers to the output of slow content.

Most of the functions of copywriting are to achieve the role of "advertising", that is, brand promotion, so that more people can understand a certain enterprise or brand through the acceptance of text information through text.

In ancient times, copywriting refers to the friends who are in charge of archives and drafting documents in the official office, and also refers to the official documents and letters in the official office. In modern times, the term copywriting is mainly used in the business field.

If you're referring to product copywriting, you're generally inseparable from these three steps: clarifying the purpose, making a plan, and providing data feedback. Jane and respect.

1.Clarity of purpose means clarifying what your product wants your target audience to understand: whether it is the selling point of the product or the hope that the copy will bring a different experience to the target audience.

2.Planning involves the initial and later development of the product, considering how the product should be presented at each stage. 3.

Online copywriting needs to be found for different enterprises, products, and fields, and it is recommended to consider the following points:

Second, for peer products, go;

Third, check out some library articles, and find some professional sites to imitate in the field.

You need to combine your company's copywriting style to collect and position the corresponding materials, and then create the copy.

All I know is that I have to have a foundation in writing, and then I have a sense of content.

If you have successfully applied for the job, it means that you can.

One. Dig into the selling points of your products.

Be sure to start from the actual product, find out its main features for a detailed introduction, list its selling points, and then cite the most prominent selling points for in-depth portrayal. The selling point must be based on the user's real scenario and stimulate the user's desire to buy.

Two. There should be extensions.

Three. Clever use of key closed finch words.

Keywords are the key "bridge" to express the content of the subject matter of the copy, and adding keywords reasonably will only increase the amount of your article and bring tangible benefits to marketing. For sell-type copywriting, whether it is to add keywords to the title of the copy, it is also possible to add it at the beginning of the copywriting content, which is also one of the common writing skills of copywriting.

Four. Make good use of metaphors and personifications.

Combine the characters' sedan car rental, plot, and atmosphere together, connect the selling points and characters together through the plot, and use metaphors and anthropomorphic techniques to write about the product, such as: "Although I am thin-skinned, I am rich in heart" If I don't say it, can you know that this is a description of walnuts.

Most of the e-commerce copywriting is connected to the product, and the time for users to browse a page is only a few seconds, if your copywriting phenotype is not clear, then in these few seconds you will lose potential customers in these few seconds, so it is very important to convey the "fast", "accurate" and "ruthless" copywriting information, so the shorter and more powerful the product description, the higher the consumer's impression of your product.