Many people have a headache when writing product copy. After thinking for a long time, they don't know where to start.
If we want to write good product copywriting, we must first clarify a key point. What is the core of product copywriting? Many people have the illusion that the core of product copywriting is copywriting. In fact, this is incorrect. The true core of product copywriting lies in the "product". If we only think about how the copywriting should be expressed, but don't understand the product, the final result will be , That is, the written copy is vague and vain, with no substantive content.
Product copywriting is our most common type of copywriting. Similar to public relations copywriting, e-commerce copywriting, etc., each type of copywriting has different emphasis. Only by understanding what we want to write can we get twice the result with half the effort and write what users like Otherwise, if the product copy is written as a PR copy, the result will definitely not be what you want.
More and more copywriters like to look at those tall, poetic product copywriting, which is nothing wrong in itself, because we are here for copywriting, but copywriters look at copywriting, but they just don’t want to buy it, because We are just looking at copywriting, not buying products.
Who is buying the product?
It's a consumer!
Consumers look at the product copy, and the focus is on the product!
Is the product copy we write to show consumers the copy? Not really! We hope that consumers will buy products through copywriting!
This is the key to product copywriting. Consumers come to buy products. The key is not how good the copywriting itself is, but how good the copywriting can make the product!
I have a friend who works as a copywriter in an Internet company. Their company has launched a new product. He has contacted me many times and asked me how to write product copywriting. I told him several ideas, such as how to cut into new products. , How to write product concepts, how to understand the crowd and so on. He said he didn't know how to write, and I also sent him some reference copywriting, telling him some copywriting framework and logical structure that can be used.
As a result, after three days, he sent me a copy that looked very beautiful, but I didn't know the specific functions of his new product, and the content was too vain.
If a product copy does not even explain the product, it is undoubtedly substandard product copy.
I also deliberately asked him whether the leader liked this style and asked him to write this way. He said no. The leader was not satisfied after reading it. I asked him for some product information, and then I understood.
It turns out that in the past few days, he was only thinking about how to make the copy more creative and how to express it more and more. He did not understand the product in depth at all. The selling points of the product are directly copied product documents, and he did not seriously think about consumption. Why would you choose this product!
From my point of view, when we write a product copy, the first step is to understand the product in depth and organize all product information.
A thorough understanding of the product is very difficult, but he did not suffer.
When I first entered the industry, a senior said to me: If you want to write a tall copy, it is very simple, you don't need to consider any product information, but this is not a product copy.
When writing a copy, a copywriter must pay attention not to fall into a besieged city. The purpose of product copywriting is not to pursue the so-called tallness, nor is it more poetic than anyone else. Sometimes, the senior is senior, and the LOW is Get LOW, both refined and popular will be appreciated.
After all, it doesn't matter whether we like it or not. Consumer recognition and choice are the most important.
We write product copywriting based on the attributes of consumers and the media. We can write beautifully. Of course, it can also be LOW. However, the most important thing is to clearly and concretely express the advantages of the product.
When consumers see the product copy, they will constantly ask themselves: Why should I buy this product? why? why?
As a copywriter, can we explain directly to consumers face-to-face? Certainly not. We don't have the time or energy to explain to each consumer.
So why do consumers keep asking themselves?
The answer is ready!
The consumer needs a reason to impress him to make a purchase!
Therefore, when we write product copywriting, we must force ourselves to ask ourselves repeatedly, once, twice, countless times, until we can convince ourselves that we can convince consumers "why should I buy?".
This is what product copywriting should do.
Regardless of how beautiful our product copywriting is, if the consumer cannot find a reason to buy, he will not make a purchase.
Therefore, when we write product copywriting, we need to spend a lot of time to sort out product information, and then compare with competing products, sort out core selling points and auxiliary selling points, and attract users to buy through strong product selling points.
After we finished writing the product copy, the show started. We have to keep asking ourselves: Is the product selling enough? Is the reason I gave sufficient?
If it is not enough, go to change, think about the selling point, think about whether the expression is clear enough, and then ask after the change: Is the reason I gave sufficient? Will consumers buy it?
I don’t feel good enough, I don’t feel attractive enough, so continue to change, continue to ask, continue to polish.
We compete with ourselves and can’t get through with ourselves, until we ask ourselves, we can answer with confidence:
The reason given is good! Consumers will buy!
We continue to force ourselves to change and polish. The copy written may not be the best, but it will definitely be better than the copy written before!
Because in the process of asking ourselves, we are constantly forcing ourselves to deeply understand product information, to understand the advantages of the product, and to find a better support point for the product's selling point.
We keep asking ourselves, which is often more useful than many copywriting or methods, because one can be found and the other can be understood by ourselves.
The sign of judging whether a copy is mature is whether it can solve one's own problems.