What did the lady do to the blind beggar?

I wonder if you have seen such a video: What did the Lady do to the blind beggar?

The video finally said "Change your words,change your The world", which can see the charm of the copy. Good copywriting can attract users and lead to a dramatic increase in conversion rates. So let's talk about how to write good copy.

What is a good copy?

1. Speaking in words

If you produce a new mobile phone with a 8 million megapixel camera, a 1080p-resolution display, you can shoot ultra high definition, and edit and share it. How would you sell to users? Would it be said that: "The new 8 million megapixel camera provides up to 1080p Super High-definition video capture function, while the mobile phone built-in editing tools, can be directly shared with friends." "Although it is clear, ordinary users will be blocked in such a professional vocabulary such as 1080p." They don't know what this number means or how much is good. Let's see what the iphone says.

"Shoot, edit, share." All are HD. "It doesn't have to be too complicated for a user to understand at a glance." We say that users do not care about these technical parameters, they care about "what can be better than others." (Thanks to Fat Fei for a case, more Apple copy can refer to Apple copy first)

What you know is more likely to inspire confidence than the things you do not know. If the "fear of the fire drink King Old Kat" into "can dissolve the body internal heat of the cold nature of herbal beverages," the "Give your intestines wash bath bar" into "remove the body in the night, detoxification and beauty", you will remember them?

2. Concise and sufficient

Everyone thinks Apple copy is very good, concise, and in a language. So is the less words the better?

I think that the design of the point is that the less words the more concise the atmosphere of the page. But this is not the case in the writers ' eyes. 79% of people don't read, they scan, and 16% read everything. These 16% people are your target group and are interested in your product. If they are not interested in your product, they will not be able to control the number of words on your page less. The foreign IDC organization has made the research to the net buys the user, has 50% users not to complete the purchase the reason is obtains the information insufficient. Once the user discovers the information they need, they skip the other part and click the Buy button. If they're not impressed by the whole web, then there's a problem.

This is the home page of a website, can you see what it does?

So, try to provide complete information. There is no long copy, only poor copy, less to build on sufficient basis, while taking into account the context. One might ask, what about the information on that page? In fact, very simple, with the tab or link can be resolved.

3. Authentic

There are so many online traps that product managers are mistaken for liars when delivering prizes. It's easy to say something, but it's hard to convince others, and it takes enough evidence to prove yourself.

These are the introduction pages for the Dyson vacuum cleaner. The cost of replacing bags, belts and filters for ordinary vacuum cleaners is around 267 dollars for 5 years, and Dyson's design goes beyond these appendages, and users don't have to pay for it. "Other vacuum cleaners have been spending" "The Dyson vacuum cleaner has been working." A simple contrast can inspire a user's desire to buy, because I have every reason to convince you.

4. Conversion positions

Tell the user what he can get, not what you have. Instead of "We can provide first-class service", rather than say "you can have first-class service", people are always more concerned about themselves. So try to avoid the first person.

The above is part of the QQ2012 feature introduction. "New video beautification function", the subject is actually us, "we added the video beautification function". What is the response of the user? Oh ".

If you change your position: "You can chat with each other under the stars." "Maybe the user will change from" Oh "to" wow ". Stand in each other's shoes and tell them what benefits they can get, and it will be easier to get the user's approval.

5. Emotional

Emotional copy, can give users intimacy, causing the other side resonance. Try to use your life or your understanding of other people's lives to express. If something touches you, it is likely to move others.

"Protect her like a prince before he comes to be true----Chi Mei, True Color"

The father of all the daughters should be shocked when they see it? Do not need platitudes and sensational words, with a fairy tale simple words, the feelings of the father and daughter expressed incisively and vividly. Mind is not a picture of a around for the daughter of ordinary men to fight the image. Ordinary things around the most easy to impress users.

It's like the opening video: (Beggar) "I'm Blind". I'm not, I don't feel your pain. "(Beggar)" is a wonderful day ... (passerby) "Indeed, you can't see what a pity it is." This is the charm of empathy.

How to write a copy?

After referring to a few articles, I summed up a copy of the method of rapid, simple one, but also invited everyone to Pat Bricks. Here's an example of quick payment:

1. Suppose you are introducing a quick payment to a friend, what would you say? Try to say a little more and remember the colloquial vocabulary used. Like what

"Tell you a good way to pay, fast payment, as long as 2 password can be paid, do not have to log on the net silver also do not need to take u shield, safe and fast, greatly reduce payment time." ”

2. Extract the key points

"Fast payment, as long as 2 password will be able to pay, do not have to log on net silver without U shield, safe and fast, greatly reduce payment time." ”

According to the above statement, "Do not log on the net Silver", "reduce payment time" is the focus of this sentence. To sum up is "convenient", "fast". Then choose one of these as the key words, and here take "fast" as an example.

3. Convert to User benefits

"Can save you Time"

4. Prove to make the facts more intuitive

People's attention level: graphics most intuitive, the number second, and finally the text. If you can use graphics and numbers to express, you can attract the user's attention, and secondly, you can make it easier for users to understand and believe. Suppose the net silver payment time is 60s, the fast payment time is 10s (the data only for reference), then saves the time is 50s. Only say 50s users have no concept, can be converted into a percentage to make the user more intuitive.

"Fast payment saves you 83% of your payment time"

5. Overnight test

The next day to check again, or ask someone to do a small survey, then more can find contextual cohesion and user voice problems. If you can't tell which 2 statements are better, you can use the Abtest method to let the data tell you the answer.

The above method may not be applicable to all copywriting, only as a reference, and look forward to your comments and exchanges: