E-commerce copywriting war: teach you how to create excellent business copywriting?

An excellent e-commerce copywriting includes four major elements: clarifying the goal orientation of the e-commerce copywriting; showing the elements that consumers want to see; and persuading consumers to make a purchase decision as soon as possible.

1. The goal orientation of e-commerce copywriting must be clear

When we write any copywriting, we must first consider several issues:

(1 ) Who is our copywriting for?

(2) What is the positioning of our platform or store?

(3) What problem should our copywriting express or solve? ?

For example, we are a Tmall store that sells children’s toys, so the copy we write is for mothers, targeting 2-4-year-old babies, and the copy should show that this toy helps for the development of baby's intelligence.

2. The elements that are most likely to be displayed are what consumers want to see most

If we want to present what consumers want to see, then we must first go deep into To understand the needs of consumers, a good e-commerce copy needs to present a complete purchase path:

(1) A complete consumption path

(2) A clear search Path

(3) A path for consumers to choose

3. Persuading consumers to make purchase decisions

Selling products on various e-commerce platforms There are many stores selling this type of product. Why do consumers choose to buy your product? At this time, the planning and packaging of e-commerce copywriting is the key. For example, for the same product at the same price, your store provides gifts, or you have a chance to win big prizes in a lottery. These These are all things that e-commerce copywriters need to plan.

Finally, the things you need to pay attention to when planning and writing e-commerce copywriting include the following:

(1) The copywriting needs to be direct, simple and crude, do not beat around the bush, and do not use complex modifiers and words.

(2) Highlight differentiation and refresh consumers

(3) What elements should be paid attention to when making a poster with good product pictures or short videos

When designing a poster, you need to fully consider the following elements:

1. The poster requires a clear theme, and the main content you want to express should be reflected when grasping the theme positioning of the poster. Posters generally consist of three parts: title, text and signature. Pay attention to the refining of the theme and the description and design of other texts.

There are many ways to write the title of the poster, which can generally have the following forms:

First, it consists of the name of the genre alone. That is, write the word "Poster" in the middle of the first line.

Second, the title is directly determined by the content of the activity. Such as "Dance News", "Video News", "Ball News", etc.

Third, it can be some descriptive text. For example, "××× shows its splendor again, and the old affairs of ×× temple are brought up again."

The text of the poster requires the following content to be written clearly:

First, the purpose and significance of the activity.

Second, the main items, time, location, etc. of the activity.

Third, specific methods of participation and some necessary precautions.

It is required to sign the name of the organizer and the date of publication of the poster.

The above format is based on the poster as a whole. In actual use, some content can be reduced or omitted.

In addition to eye-catching images, text design is also an indispensable part of posters. When people pick up a poster, they first pay attention to the text information, because text information is the most effective way to convey the theme elements of a poster. It is conceivable that a creative text will make the poster more effective with half the effort.

Common text expression techniques in poster design include the following:

1. Borrowing metaphors

"Use one thing to describe another thing", metaphor There is no direct relationship between the object and the theme, but it is similar to certain characteristics of the theme at a certain point. Therefore, it can be used to make use of the theme, extend and transform it, and obtain the artistic effect of "tactful expression".

2. Humor

Humor is expressed through certain ridiculous characteristics of people's temperament, appearance and behavior, embodying the characteristics of comedy.

Extending something that needs affirmation to the level of comics infinitely creates a humorous mood that is full of fun, laughable and thought-provoking.

3. Seeing the big from the small

Seeing the big from the small is to use unique imagination to grasp a point or a part and focus on describing or extending it to express the theme more fully. It is a highly refined product that combines the small with the large, and uses the small to win the big. It is the deliberate pursuit of simplicity.

4. Association method

The association method is based on the psychology of the human body. People see themselves or their own experiences in aesthetic objects, which are integrated with the poster itself. , in the process of association, the emotion of beauty is triggered, and the intensity of the emotion is always intense and rich.

5. Direct display method

It displays a product or theme directly and truthfully on the advertising page, making full use of the realistic expression ability of photography or painting techniques. Carefully depict and focus on rendering the texture, form and functional uses of the product, presenting the exquisite texture of the product in an attractive way, giving people a realistic sense of reality, and making consumers feel a sense of intimacy and trust in the advertised products. .

6. Use emotion to support things

The sentence "Those who touch people's hearts must not come before emotion" has shown the role of emotional factors in artistic creation. In terms of expression techniques, Focusing on choosing content with emotional tendencies, using beautiful emotions to highlight the theme, and truly and vividly reflecting this aesthetic emotion can move people with emotion and exert the power of art to infect people.

7. Suspense Arrangement Method

The suspense method is often seen in articles. It uses people's suspicion and nervousness to produce an exaggerated effect and drive consumers' attention. Curiosity and strong actions. Poster - the image should be simple and the colors should be clear. In this way, the poster can carve out a world among the confusing surroundings. “The Art of Scarcity” is a good expression of my design philosophy, or my pursuit of reducing graphic design to its essence. Poster design is actually a very conscious and proactive behavior, which is very different from creating free images, which relies on instinct. I have been designing theatrical posters for almost twenty years. I think successful posters should be interesting, powerful, and easy to understand, so that at least part of the image can be conveyed to the public immediately. Other aspects need to be displayed for a longer period of time to be understood by the audience, and may only be available to a certain part of the audience. Drama posters are both art and a means of promoting art. I think I have the right not to create posters that seduce people and lure them into the theater. In some plays, it is known from the beginning that they are aimed at a certain segment of the audience. Then there's the problem of over-specialization—yes, maybe our ideas aren't very unique, so we have to fiddle with trivial things to find some "meat." However, if we are really creative and can surprise, those specific fonts will become less important. A good poster should respect the audience as intelligent people and give them a visual experience. Whenever possible, posters should express their ideas briefly, powerfully, and personally. When it comes to the message inside the poster, posters are part of our visual culture. As very common "symbols", they change our environment and tell the story of our times. Even so, the poster's expression is international and understandable in all cultures. The key to visual communication is to be realistic and moving, especially for the perceptual subject of catering. You can use images and colors to create more textures and expand the sense of space.

Of course, it’s just an idea. , you can expand along the way. In addition, the content expressed by the poster should be refined, grasp the main appeal points, and the content should not be too much. Generally, it is mainly pictures, supplemented by copywriting - the general idea direction is to be vivid and intuitive! A direct visual impact on people! What elements should a successful e-commerce copywriting have?

A successful e-commerce copywriting should roughly grasp the following elements:

Planning The background, purpose, and starting point;

Personnel arrangements;

An early-stage expectation and effect evaluation plan;

The formulation of an implementation plan;

Final completion, effect evaluation, etc.