What are the qualities of a good copy?

Absrtact: The copy of this conversation refers to the copy of the Internet product, not the copy of the advertisement. In the domestic Internet company, the copywriting design mostly belongs to the interaction designer and the similar position category, but many enterprises in the country have not set up the specialized interaction to set up

The copy of this conversation refers to the copy of the Internet product, not the copy of the ad. In the domestic Internet companies, most of the copywriting design belongs to the category of interactive designers and similar posts, but many enterprises in the country have not set up a special interaction designer or similar post to be responsible for the design of copywriting, they are more willing to spend money on a large number of data analysis, and to make more novel functions, So is the copywriting not important to the product? Of course not, functional innovation and data analysis are important, copywriting is also important, in the case of domestic copywriting generally not to be taken seriously, a little improvement of the copy may give the product a lot of promotion and experience improvement, this low-cost optimization is far better than thousands of code results. Here is an example: A company's mobile application of a page conversion rate has been very low, in order to improve the conversion rate, in the algorithm recommended and content optimization spent a lot of kungfu and money, and has not seen the results, then the design of the students on the page each picture added a small line of text, the original title on the picture, The result is surprisingly, the conversion rate of the change page increased by more than 10 percentage points, for this low-cost optimization, the effect is far more than hundreds of lines of code.

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Knowing the importance of copywriting, what are the qualities of a good copy?

For mobile apps, good copywriting is a trait:

1 + landscape.

The app copy is different from the copy in the ad, it is necessary to convey information more efficiently in a particular scenario, or to convey a fixed emotional and brand connotation, or to give users encouragement and praise when the user is successful, or to console users when they are frustrated and waiting, so even in the same app, The richness and content of the copywriting are also different depending on the scene.

2 passing attitude and brand.

At present, many domestic applications in the user quit the program, the user's attitude is "really going to leave?", or some application is not just a "please, give me a compliment!", in contrast, some copy appears to have a good many, not blindly emphasize the product itself is higher than the user, Also not in and the user's interaction and communication blindly selling Meng, but in and users to get along more attention to the brand connotation of communication and construction, in the product and the user's process, should take into account the copy itself and brand connotation of the communication.

In mobile app's copywriting design, we can use some of the following features to look at our design:

1 The right time and the right degree

Copy to appear in the right time, do not need to appear when the copy called Disturb, when necessary to the user prompts to call the appropriate, like some user research page, some copy written to "will not record your personal information and name", at this time the proper appearance of the copy of the user's psychological barriers. (below) at the same time in the product copy there are many forms, such as the form of a picture plus text, a button to know, a warning pop-up box, an auxiliary hint, different scenes need different forms, and the corresponding, the focus of the copy is not the same.

2 The first, clever better

The good copy and the icon in the product can let the user understand a function better, when users do not understand some of the features of the time, we will be familiar with the user's life some items to help users understand is also a good way, such as the use of garbage cans to indicate the function of the Recycle Bin and so on. Again, such as the description of some products inside the box, you should make sure that the user for the entire sentence description and the description of each word can be well understood, for example, in some boxes, words such as "sync" and "cloud" are used in the description of the box, as well as whether the audience of the product can be understood. In addition to the specific circumstances mentioned above, there are many other circumstances need to express first, at the same time, the famous McKinsey theory also illustrates the importance of the sense.

3 Set the gap, provide solutions

For some features in the product, such as the video client's membership function, users are required to participate in the billing process, the frequent mention of paid services in the ad copy may be offensive to the user, but may also lead to a negative experience for the entire product, so for a more commercially strong product, May be in the user's use to create a drop in the user, that this gap compared to the establishment of the gap will not bring a strong aversion, but also more effective to convey the benefits of paid users and enhance the user's willingness to pay. At the same time, when dealing with this kind of copywriting, it is necessary to deal with the comparison between words more subtly, such as "good service/Poor service" and "good service/Better service". For certain product operations, when the user is frustrated, we need to tell the user the current problem and the corresponding solution, which can reduce the user's frustration, but also can lead the user into the appropriate process, when the user is blocked, if we can not provide a better solution, We need to provide users with more emotional copy, to weaken the user's current unhappiness and so on.

4 convey emotion, shape image

When we design the copy time appropriate, communicate clearly, content more in line with the business situation, we still need to think, we design the copy can be in front of the premise of the same time transmission of emotion to the user? or have we communicated our brand image and brand connotation to the user? And in the user's mind to shape the corresponding image. As we have known, "attitude", "only food and love can not be betrayed", this is also in the appropriate case for each of us a higher demand for each product.

Summary: About the Internet product Copy design method, mainly we are in the design of product copy can pay attention to the timing and location of the copy is appropriate, the text of the expression meaning is effective and accurate, whether the copywriting to meet the business needs of products, Whether users can provide effective comfort and corresponding solutions when the user's operation is blocked, and whether they can convey to the user emotion and shape the image in the user's mind. In the overall copy of the review, we should look at our product copy can be more scene, in different user scenarios to give the current scene the most appropriate copywriting tips, and in the dialogue with users whether to retain our own attitude and position, whether to pass our attitude and brand image. From product managers to designers to engineers and operations editors, each of our products should focus on copywriting and the power of copywriting, which is an important part of product detail and attitude. Good user experience, use the power of copywriting.