As Taobao becomes content-oriented, e-commerce operators will be involved in content operation issues.

Content operations will also involve marketing soft articles. To put it bluntly, it is text packaging of product images and text, and use it in various image and text channels to attract traffic.

Everyone should be involved in operations. It is estimated that everyone has not had much exposure to e-commerce copywriting.

Compared with directly selling products in shopping malls with a loudspeaker, the essence of product copywriting on e-commerce platforms is to give products the soul of textual art, so that users can buy them willingly!

For product details pages, the most important role is to use selling points to attract hesitant browsing users. When copywriters write product details pages, they must first have a clear idea, and secondly have their own methodology.

In order to help operators better write product selling points, A'Zhu specially selected an article of dry information, hoping to be helpful.

01

Nine-square grid thinking formula method

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Copywriting is often used to stimulate hesitant users and stimulate users' temporary needs. . Let me introduce to you a conventional method: the Jiugongge thinking formula method.

For example:

The beauty instrument brand I recently wrote about has a model called "ReFaCARAT Microcurrent Classic". Using the 9-square grid thinking method, you can fill in the product name "ReFaCARAT Microcurrent Classic" in the middle "product name" grid, and fill in the other eight grids with the feasibility of selling the product "Get COSME" , celebrity style, micro-current, edema removal, face-lifting, ultimate skin lifting, painless use, compact and portable.

This method can allow you to form a mindset of quickly discovering product highlights, and then radiate. We use marketing skills to write copywriting. Based on the advantages, we can write copywriting in several ways, such as the sceneization that Taobao often advocates:

What is sceneization?

We need to break down the scene Open, field and scene. "Field" is the concept of time and space. 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. .

What does "scene" mean? Scene is scene and interaction. When the user stops in this space, there must be scenes and interactions that trigger the user's emotions and coerce the user's opinions. This is the scene.

Then you can use the selling points of the beauty device to write scene-based vocabulary, such as "edema and face-lift, compact and convenient" that can be written in scenarios: selfies, traveling, and dating with your boyfriend. , arguing with an ex, company gatherings, workplace interviews, etc.

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

02

Six key points of product details copywriting

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1) Pair with excellent pictures

Subtitle outline, picture description, comparison Deepen. No matter how touching the copy is, it is worse than an emotional product photo, and a long article is not as good as an explanation with pictures and text.

The copy of the product details page is not writing. You can think of it as a single-page electronic catalog. Look, the picture is the focus of the details page. You can consider adding a small row of small words for explanation under the picture.

In addition, please remember to use a subtitle to outline the content, which will make the reading effect better. Users can quickly capture the selling points of the products.

2) Understand user needs through customer service

For those who are doing e-commerce operations, I strongly recommend that you do it for a while. Customer service, or check some historical messages from customer service, because from this information you can more accurately understand the user's needs, purchasing psychology and user positioning.

Only in this way can you do it. It is better to create some product copywriting that is more attractive to users and capture user psychology more effectively. You can also use the Ali Index to analyze and refer to product user data.

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

There is a saying in our e-commerce operation circle that “those who cannot write product copy should write the copy for themselves; For those who are good at writing product copy, the copy is written specifically for the target audience; for those who are best at writing product copy, the copy is written for both the target audience and search engine spiders.

The copywriting optimizes the title. On-site search plays a vital role, and good copywriting should also be familiar with title SEO.

Especially when selling goods on an e-commerce platform like Moubao, where there are many users purchasing goods. People find what they want through search, so an excellent title SEO can bring sales beyond imagination.

Nowadays, many word media have begun to sell goods. If you want to be sold by Google, For search engine spiders such as Baidu to read, you need to pay attention to whether the product name appears completely in the title and article (including brand/Chinese/correct model/selling point), and the frequency of the product name (at least 2-3 times).

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

Words such as gifts, free, and instant discounts are the easiest to induce users to buy goods. For e-commerce operators, you must always be familiar with them. You are responsible for the sales and inventory of the products. Even if you adjust the sales strategy, you can use package sales to increase the sales of some products that are not in the market.

5) Make good use of the external packaging of the products.

What award does this product receive? Which well-known brand is the current sales champion in which channel? Which website has the best reputation among netizens? Which popular celebrity endorses this product or highlights the absolute price advantage of this product (such as the lowest price in history) .

6) The product copy is modified according to customer questions, seasons, and sales figures

Before the product is sold, when the product is newly launched, when the product is hot-selling, when the product sales decline, and when the product is cleared. The copywriting can be different. These differentiated copywriting will make the sales atmosphere of your store very good.

The essence of promotion is to help consumers find good reasons why they should buy at this time. It is as simple as that. .