What are the writing skills of friends circle and how to write friends circle?

There are four steps to writing a good circle of friends:

1

The title is very eye-catching

If the copywriter can catch the customer's eye at the first time, then he is only one step away from the transaction.

People will pay attention to what they are interested in, so it is particularly important to write the title of the copy.

How to write at the beginning of the copy?

Among them, stories, dialogues, news, etc. It can be used as the title of an advertisement. Good headlines can increase reading. Therefore, it is particularly important to have a good title for more customers to see this advertisement.

So, how to get a title that everyone is interested in? We can't please everyone, but we can attract some of them only by catching their eyes.

There are all kinds of people among our friends, and everyone is interested in different things. So our headlines only need to please 20-35% of the big customers.

For example, when promoting sales, you can choose some target customers and give them a title for what they are interested in.

① Old customers who have bought your products;

2 new users who have paid attention to your product;

③ Female population aged 20-30;

④……

In this way, the effect of the title can be greatly improved, and the target customers can notice this activity.

2

Stimulate the desire to buy

In order to stimulate customers' desire to buy, copywriting should reflect these two aspects:

Use visual language

Take advantage of the psychology of seeking advantages and avoiding disadvantages

(1) visual language

Words are powerful, and the content expressed by every word and sentence is extremely infectious. Therefore, it is necessary to use copywriting to mobilize the senses and reflect the value of the product.

How to achieve the goal through visual words? In fact, it is to use words to mobilize our vision, touch, hearing and smell, create an immersive feeling (that is, the scene) for customers, and persuade them to buy.

For example, describe the roast lamb's hoof like this: the taste of the skin, the elasticity of the tendon, the burnt smell of the roast and the sweetness of the halogen will make you forget the whole world. When reading this copy, you will begin to imagine the feeling of writing a description and enter the scene of eating sheep's feet, which shows that you have been persuaded.

(2) the psychology of seeking advantages and avoiding disadvantages

The essence of pursuing advantages and avoiding disadvantages is cool and painful. Cool points are useful to you, can meet your needs, and pain points can easily cause your fear. If you want to solve this panic, you must find a solution.

For cool and painful copywriting, we just need to grasp the key points of customers, what needs can be met and what fears can be solved.

Three elements of coolness: immediacy, low threshold and high feedback.

Example of copywriting:

No toothpaste, no hands, hold it with your mouth open, 10 second to brush your teeth! (automatic toothbrush advertisement)

The essence of the pain point is an unrealized goal, so when writing this kind of copy, describe the user's fear, amplify the consequences, and then give a solution.

Example of copywriting:

Drink Jiaduobao if you are afraid of getting angry.

three

Win the trust of customers

Good copywriting can eliminate customers' doubts about products. How can we write this kind of copy well and win trust?

From three angles, transfer authority, prove facts and solve concerns.

(1) power transfer

The shaping of the value of a product must be proved by strength, and the "high status" of authority and the "high standard" formulated by authority should be shaped in the copy. So that customers will believe your products.

Therefore, these keywords should be included in the copy, such as authoritative awards, authoritative certification, authoritative cooperation units, authoritative corporate customers, star customers, and team authoritative experts.

② Facts have proved that

In the evaluation of products, it is the best fact to write all kinds of parameters of products with copywriting.

List a fact about the product objectively and fairly, so as to prove the selling point of the product and convince customers. For example, the foam diameter of a bar of soap is as small as 0.00 1 mm, you know, the pore size of human body is 0.02 mm ~ 0.05 mm

There is also customer feedback, which can be used as an endorsement of trust to make other customers more convinced.

3 solve concerns

Copywriting should solve the problem of customers' trust, actively raise the problems that customers may worry about, and give solutions to make customers feel more at ease.

For example, 10, refund within 7 days, you can safely return the goods, and there is no reason to refund. Showing your strong confidence in products and serious service attitude in copywriting can improve the order rate of customers.

four

Order now guide

Reflect the urgency of the activity in the copy, and guide customers to place orders immediately. How to reflect the urgency of the activity?

In our daily life, there are many examples of using the sense of urgency, such as limited time promotion, XXX copies left, out of stock, limited quantity, clearing inventory, changing the original price in a few days, and limiting each person to X copies, all of which use the sense of urgency.

When writing a copy with a sense of urgency, you can also add some ineffectiveness, such as Christmas and National Day.

Write at the end of the copy, if you don't place an order, you will have to wait for the next year if you miss it. In that case, people will have an itchy feeling. If you want to buy and don't want to buy, if you strengthen guidance, it will increase the chances of customers paying the bill.