How to write Taobao explosive copy for e-commerce copy

With the content of Taobao, the operation of e-commerce will involve content operation.

and the content operation will also involve marketing soft text. To put it bluntly, it is the text of text packaging products, which is used in various graphic channels to drain.

everyone should be involved in the operation, but I don't think we have much contact with the copywriting of e-commerce.

compared with selling goods directly in a shopping mall with a loudspeaker, the essence of e-commerce platform lies in endowing the goods with the soul of writing art, which enables users to go to buy buy to buy them willingly!

for the product details page, the most important function is to attract hesitant browsing users with selling points. Copywriter should first have a clear idea and a set of his own methodology when writing the product details page.

In order to help operators write better selling points of commodities, A Zhu specially selected a dry article, hoping to help.

1

Jiugongge thinking formula method

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Copywriting is often to stimulate hesitant users and stimulate their temporary needs. Introduce a conventional method: Jiugongge thinking formula method.

Give me a chestnut:

Recently written beauty instrument brand, which has a model called "ReFaCARAT Micro-current Classic". With the 9-grid thinking method, after the product name is filled in the middle "product name" grid, the feasible sales advantages of this product will be filled in the other eight grids: "Get COSME, the same model of stars, micro-current, get rid of edema and face-lifting, lift the extreme skin, use painless, small and portable.

This way can help you to form the thinking of quickly tapping the highlights of products, and then you can use marketing skills to write copywriting. For the advantages, we can write copywriting in several ways, such as the scene, which Taobao often advocates:

What is the scene

It is necessary to disassemble the scene, the field and the scene. "Field" is the concept of time and space, and a field is time plus space. Users can stop and consume in this space. If a person can stop and consume in a certain space, this field exists.

"Scene" means scene and interaction. When the user stops in this space, there must be scenes and interactions to trigger the user's emotions and hold the user's opinions. This is the scene.

Then you can use the selling points on the beauty instrument to radiate words that can be used for scenes, such as "edema, thin face, small and convenient" scenes that can be written: selfies, travel, dating with boyfriends, tearing up with ex-girlfriends, company parties, workplace interviews and so on.

consumers will be triggered by these situational words, and emotions are the engine that drives users to act.

2

Product Details Copywriting 6 Points

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1) Matching Excellent Pictures

Subtitle Outline, Picture Description and Contrast Deepening. No matter how touching the copy is, it is not as good as a photo of a commodity with high emotions, and it is not as good as a long explanation with pictures and texts.

The copywriting of a commodity's detail page is not writing. You can think of it as a one-page electronic catalogue. The picture is the focus of the detail page, and a small row of small words for explanation can be added under the picture as appropriate.

In addition, please remember to outline with subheadings, which will make the reading effect better and let users catch the selling points of the goods quickly.

2) Understand user needs through customer service

For the small partners who are doing e-commerce operations, we strongly recommend that you do customer service for a period of time, or check some historical news of customer service, because from this information, you can more accurately understand user needs, purchasing psychology and user positioning.

Only in this way can you make some product copywriting more attractive to users, and grasp users' psychology more powerfully. You can also use Ali index to analyze and refer to the data of commodity users.

3) Pay attention to the optimization of single-page title SEO

In our e-commerce operation circle, there is a saying that "people who can't write commodity copywriting are writing for themselves; People who can write commodity copywriting are specially written for the target audience; The person who is the best at writing commodity copywriting, the copywriting is written to both the target object and the search engine spider.

the optimization of title by copywriting plays a vital role in site search, and a good copywriting should also be familiar with SEO of title.

Especially for selling goods on an e-commerce platform like a treasure, many users now find what they want by searching when buying goods, so an excellent title SEO can bring more sales than expected.

Nowadays, many-word media are also selling goods. 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 names in titles and articles appear completely (including brands/Chinese/correct models/selling points) and the frequency of product names (at least 2-3 times).

4) Induce consumption: Be proficient in the forms of buying gifts and buying gifts.

The words "giving gifts, free of charge, and reducing prices" are the easiest words to induce users to buy goods. For e-commerce operators, you should always know the sales situation and inventory of the goods you are responsible for. Even if you adjust your sales strategy, you can increase the sales of some goods with poor market by means of packaged sales.

5) Make good use of the external packaging of goods

What award does this product win from which well-known brand is the current sales champion of which channel, which website users have the best reputation, which popular celebrity endorses this product or highlights its absolute price advantage (such as the lowest price in history).

6) Product copywriting changes with customers' questions, seasons and sales figures

The copywriting can be different before the product is sold, when it is newly listed, when the product is selling well, when the product sales decline, and when the product is cleared. These differentiated copywriting will make your store sales atmosphere very in place.

the essence of sales promotion is to help consumers find a good reason why they want to buy at this time, as simple as that.