Nowadays, many internet companies ' product managers are becoming more and more versatile, in addition to a UE designer and project follow-up, but also to do product iteration planning and design, market demand, business needs, user needs.a qualified Product manager should do 4 understanding: Understand the user, understand the industry, understand the market, but also to understand the product itself. Because the Product Manager this position attribute characteristic, also need them to have the corresponding copy ability, do not ask why? The way a product manager shows results in addition to the wireframe, is a variety of requirements documents, such as product requirements document (PRD), business requirements Document (BRD), market requirements Document (MRD), as well as the prototype of the various columns in the product overview, no need for the corresponding copy ability. SoIt is important for a good product manager to have a certain ability to copy. first of all, a good product manager wants to position himself as an excellent copywriter. In practice, many product managers often spit on the groove and complain that the copy doesn't write what they want. Product features in new products, column description and publicity slogans, but also almost for the copywriting and product Xuan writing. In fact, a good product manager in the product design should be a good idea, because often the designer is the most able to understand a product function of the person. You have a copy of the base section, the rest of the section can let the copywriting or corporate advocacy colleagues to help you polish.second, in-depth knowledge of your product, Copywriting is part of the product. a good product can speak, not fake at all. Sometimes rely on the function, sometimes rely on the page to present, sometimes rely on the design idea, many times is relies on the intuitive copy description. Each updated iteration of the product has a corresponding copy description and new features explained. So the question comes, if your copy is written by yourself, can you use the simplest words to show the latest product features to the user? Is it possible for users to be interested in an iterative product through your text description and experience it for themselves? The copy of the product is fastidious, do not copy when the code word, business purposes are not clear, not focus and can't grasp the focus of those gorgeous rhetoric hurriedly deleted. Also do not simply put the product on the copy to the copywriting company to deal with, as a product manager to clear copy is part of the product, the user experience is bad when the curse of the product managers are bitter.Moreover, the Product Manager writes the copy must be the scene copy. As we mentioned above, Copywriting is part of the product, and product managers know the details of the product they are designing. The scenario of product copywriting should largely be an important guideline for a good product manager, because every product unit you design, small to one product module, corresponds to a specific application scenario. Therefore, you write the copy is directly user-oriented, your copy penetration ability will directly affect the user's consumption sentiment. Describe a usage scenario to the user, so that the product copy has a sense of image, and the user will naturally be more able to understand the intention of the text you want to convey. Or the classic copy of the product:Songs in your pocket. Put 1000 songs into your pocket, yes that's a wonderful product copy. When others are still in the description of the product level, using such as "1GB storage" to promote their own products, Apple directly to the customer into the application scene, so that customers perceive "1000 songs in the Pocket" feeling, this scenario is far more than the purchase of a player's happiness is more intense.Finally, the product copy should always consider the user needs, connect humanity. in reality, people buy not products, but better themselves, all hope that through the product can let themselves or let their own life become better. Product's first priority is to solve the user needs, product Manager itself is a typical user, if you do not stand in the user's perspective on design, talk about demand, it will only aggravate the conflict. Product copy is the same way of thinking, with the simplest text connection human nature, the perception of user warm and cold. From the user's needs, you know how to express the user satisfaction. 7 elder brother believe, Ponder human's product copy is has the temperature the text, is definitely not the line code out of the flowery rhetoric. As a product manager, if you can solve the actual needs of users from the human nature, I believe you must also have the appropriate text to show users of your product features. If you have not written the product you feel fit, then please try to write something moving your own words! So, how do product managers write good product copy? What are some of the areas that need attention? 7 elder brother to you to explain:1, Product copy 3 keywords: concise, clear, logicalFor the product manager's ability to copy, need to strengthen the practice. But after all, the product copy is different from the general activity copy, in view of the special position, usually write more format copy (can refer to the Suger Blog product manager commonly used format documents). There are 3 key words to note about writing a product copy: Concise, clear, and logical: •Simplicity:Expressing the taboo, presenting the point of view at the same time to highlight the core ·speak clearly:Make things clear, understand, don't have typos ·have logic:Product copy should have logic, the relationship between the levels should be clear2, product copy to insist on speaking words, avoid empty talkSpeaking of words means that you want to describe the characteristics of the product and function points clear, do not say those irrelevant empty words, but also indifferent to self-hi, feel very literary, have feelings. The user just wants to know what your product can do, but you talk to him about the ideal. Can he give you lian Zi? Speaking also has a layer meaning is the product copy must be true, the place that you promise to the user in the text is often the place that the user cares most. Let users believe that your product is really good for them or help them, rather than making a rant about product details.3, good product copy to focus on the "benefits of the function"Many articles tell you to describe the product to emphasize the function, say what is more important than how to do, in fact, 7 elder brother want to say is "benefits of" function. In consumer behavior, a user buys or uses a product that is intended to achieve or achieve one of its own purposes through the functionality of the product, rather than to occupy one of its functions. The so-called "features & Features" are what the product is, and the "benefits" are what the customer can do with the product or use it. Good product managers will only tell you the benefits, so you'll also see that smart companies rarely say their product features in the slogan. Instead, they will simply and rudely tell you "if you use our products, you will get what kind of benefits." "Product managers, get here?"4, Product copy to strive to function with the image ofThe so-called functional imaging is to allow readers to see the text can be associated with the specific image, than the case, numbers and other things can give people intuitive perception, in addition to attracting user attention, but also make users easier to understand believe. Because visualization is one of our most basic needs, human nature does not like abstract things. Product copy with the image can be reminiscent of specific scenarios or memories, but too many product copy written vague, complex, abstract, empty, so people are unintelligible. Example: Refrigerator: To open the refrigerator is 30 cubic feet, rather than the open-door refrigerator can hold 16 frozen pizza sesame Paste ads: Heritage Manufacturing Classic! It's better to use a little time mom's taste photo function: Night beat ability, rather say can shoot the stars5, product copy to stand in the user's position, to create empathyThe previous mention of product copywriting to take into account human nature, that is, users need. So the product copy to always tell users what he can get, standing in the user's position narrative will be easier to get the user's approval. People will always be more concerned about their own, so we should try to avoid the use of "first person", otherwise users will feel "how do you close my X thing", stand in their perspective to interpret the product function, the purpose is to help them solve the problem. The United Front, the heart of the obstruction of nature has been cleared. The above five aspects can help product managers to better organize product copy, hope to be helpful to everyone. In daily work, product managers spend most of their time doing basic work, and seldom have a mind to think about product copywriting. Excellent copywriting can help them to better express their products to the user. We are not talking about the text itself, the real concern is whether the copy is effective in presenting the product. Of course, the level of copywriting also determines the quality of the product, excellent product managers must have a clear logic, clear thinking, accurate description and other basic qualities, only a broader vision and more acute insight these virtual things can really determine the height of a product manager. Source: Everyone is a product manager
What kind of copywriting skills should a good product manager have?
