The work content of e-commerce commodity copywriting editor is similar to that of traditional advertising copywriting, but it is also quite different. It emphasizes sales orientation and is one of the effective tools to promote e-commerce sales. It strives to let the audience get the information they need through the text, pictures and web page design effects planned by copywriting, and then judge whether the goods are worth buying. Therefore, a good e-commerce commodity copywriting, It is very important for e-commerce management, and attractive and persuasive copywriting can not only greatly improve the conversion rate of online stores, but also reduce the time cost of user consultation and enhance the user experience. It is of great practical significance to explore the planning and organization methods and skills of e-commerce product copywriting by understanding its characteristics.
First, the characteristics of e-commerce product copywriting
As early as a few years ago, in the online business circle of Taobao and Tmall, excellent product copywriting continued to emerge. For example, in the annual "double 11" E-commerce Carnival, many e-commerce product copybooks caught the eye of users, earning enough clicks, sales and popularity, and the sales of single products exceeded 1 million. I have to say, they have achieved excellent results. Why can they stand out among many e-commerce product copybooks? The author thinks that these excellent copywriters have a * * * common feature, that is, they grasp the characteristics of e-commerce product copywriters accurately.
1. The duality of copywriters < P > Editors engaged in e-commerce product copywriting planning know that the primary purpose of e-commerce product copywriting planning is to hope to have a higher transaction conversion rate when visiting users see the product description page, which means that the first audience of e-commerce product copywriting is users. In a senior e-commerce product copywriting editor, He must also know that there is a second audience for e-commerce product copywriting, that is, the search engine. Considering the first audience is for the transaction transformation, while considering the second audience is for the copywriting to be noticed by more potential customers, that is, by considering the factors of search engine inclusion and sorting, copywriting planning is carried out, so as to improve the ranking of product descriptions in search engines and gain more potential customers' attention and click to reach the product description page. Therefore, E-commerce product copywriting has the dual attributes of user audience and search engine audience.
2. Planning content is ternary < P > Traditional copywriting is a process of performance, development and deepening successively with advertising creativity, which mostly exists in advertising companies, corporate propaganda, news planning, etc. However, e-commerce product copywriting is to achieve the purpose of sales without face-to-face explanation by shopping guides. It is different from the traditional copywriting planning, which only focuses on words, and its planning needs to include three parts: the description of goods, the display of patterns and graphics, and the planning of web design effects. The audience can get the information they need through the words, pictures and web design effects of copywriting planning, and then judge whether the goods are worth buying. Therefore, the content of e-commerce commodity copywriting planning is ternary.
3. The presentation form is interactive and multimedia < P > The Internet is a new form of communication media. It can integrate information release in many ways and at many levels. Compared with the traditional presentation form, the final presentation form of e-commerce commodity copy is web page, which is interactive and multimedia. Its presentation form is no longer static text, or the combination of text and pictures, but also a combination of text, pictures, animation or video. They can display content to users in multimedia form under the organization and arrangement of web pages. These contents can easily interact with visiting users in the form of web pages as an information carrier, attracting them to continue browsing or take other corresponding actions. Therefore, the presentation form of e-commerce products is interactive multimedia.
4. Timeliness of effect feedback < P > Compared with copywriting generally presented in print media, television and radio, The timeliness of feedback on the effect of e-commerce product copywriting is very obvious. Compared with these traditional copywriting, the effect of e-commerce product copywriting can be quantitatively monitored, and its calculation is very convenient. For example, the audience's browsing and clicking trajectory of the product description, as well as the actual purchase rate after clicking, including the distribution range and time of the audience's access to information, can be found through the network server. After the copywriting is completed, the copywriting can be edited through the webpage. Understand the feedback of the product copywriting effect in a short time. After getting the relevant feedback, adjust the copywriting in time, so that we can evaluate the effect repeatedly until we are satisfied. It can be seen that the e-commerce product copywriting has the timeliness of effect feedback.