Teardown of Xiaohongshu’s hit copywriting

1 Inspiring users to purchase In a highly competitive market, users’ on-demand purchasing ability is gradually weakening. Brands need to use a series of methods to stimulate users’ purchasing needs. How to stimulate purchases, the book puts forward sensory occupation and fear appeals. , cognitive comparison, usage scenarios, bestsellers, and customer testimonials in 6 ways. 1. Sensory occupation: Assume that the customer is using your product, describe the direct feelings of his eyes, nose, ears, tongue, body and heart, and use the 6 senses method to more fully reflect the feelings of the product. Eyes: What do you see? For example, if you sell a coconut milk-roasted grass jelly, it's not enough to write "delicious and attractive". You have to write that the whiteness of the coconut milk is combined with the blackness of the grass jelly, drizzled with yellow wild honey, and then garnished with red beans, crushed peanuts and raisins. , what a beautiful picture. Nose: What do you smell? For example, if you are selling watermelon, don't write "sweet and delicious", but write a light grassy aroma accompanied by just the right sweetness. Ears: What do you hear? For example, if you sell speakers, don't write "the sound effects are shocking", but instead write "the high notes are sweet, the midrange is accurate, and the bass is deep." Tongue: What do you taste? Just like when you sell sweet wine, don't write "sweet and sour", but write "fresh" Live peach juice, brisk citric acid, mixed with dense micro-bubbles dance in the mouth. Body: What do you feel? What do you touch? For example, if you sell a mat, don't write "This mat is refreshing and breathable", but I wrote "Lying on this mat, you will feel refreshing and breathable, like the breeze blowing gently through the fields under the mat. After lying on it for half an hour, you will be surprised to find that there is not a drop of sweat on your back." In my heart: What do you feel in your heart? For example, if you are selling a new energy car, don't write "super speed increase", but write "press the accelerator lightly, your body will be pressed tightly against the backrest, and your heart will be grasped by a big hand." The scenery outside the window suddenly slowed down a lot! 2. Fear appeal Fear appeal is a common method in mass communication. It usually uses the method of "ringing the alarm bell" to arouse people's awareness of crisis and nervousness, and promote their attitude and behavior. There are changes in a certain direction. ***There are two ways to stimulate users' desire to buy: one is to describe how wonderful it will be after owning it, and the other is to describe how painful your life will be without this product. . As the cover title of this note says, if you want to destroy a child, just keep doing these 4 things. Typical fear appeals to stimulate the need to click. Figure 1: Jinlin’s parenting notes 3. Cognition. Comparatively describe your own products, which are better than peers in some aspects, resulting in comparisons. The most common ones in Xiaohongshu are before and after comparisons of weight loss, beauty, and clothing. Figure 2: Before and after comparison category 4. There are many usage scenarios. Most people are lazy. If there is a product that makes them confused, it is easy for users to just close it. Especially for social platforms like Xiaohongshu, users don’t want to use too much thinking and just focus on entertainment. At this moment, Scenarios are needed to stimulate demand. For example, for alcoholic brands, the products are mainly used in parties, festivals, family life, living alone, etc. The following three articles are notes from experts of alcoholic beverage merchants. They are mainly used in scenarios where a person is alone late at night, highlighting solitude. The hearts of young people. Figure 3: Three types of alcohol brand gatherings, festivals, and family life 5. For large, best-selling companies, you can list intuitive and attractive data. If you are a small and medium-sized enterprise, you can describe the detailed phenomenon of product sales. For example, selling quickly, repeating customers, or being imitated by peers, the key is to create an atmosphere of hot sales. Its behavior and psychology correspond to the "herding effect" in quasi-psychology, such as many offline stores, real estate, etc. The same is true for hiring people to line up, hiring people to place orders for many products of a certain product, and promoting promotions by experts on platforms such as Xiaohongshu and Douyin, because in many people’s minds, more people buying the product means more merchants are good. It is a "hot-selling xxx". The best-selling method is used by bloggers, and it is more of a data-based expression of its usefulness, such as "The essence of dispensing after emptying hundreds of bottles is really awesome!" "You can only use 10 empty cans for Amway!" The old domestic products are very good. "Figure 4: Out of Stock King's core keywords, tag 6, and customer testimonials. Select a few vivid customer messages to prove that the product is good with people's real experience of using it. This can not only stimulate users' desire to buy, but also enhance customers' trust in the product. Feeling, isn’t this Xiaohongshu planting grass? “My mother said: This bowl is better than 10 facial masks.” “After my neighbor came to visit my house, he wanted his daughter-in-law to copy my house.” “With a monthly income of 3,500, my boss said I was carrying Her bags look like those of a rich woman! "My dad tasted it and asked my mom to open a shop where it was!" "The entire Cainiao Station is asking me for a link." 2. Ways to win user trust. After passing the previous 6 steps and stimulating users' purchasing needs, the next step is to win user trust and dispel purchasing doubts. This can be done through authoritative transfer and factual proof. and resolve concerns. 1. Transfer the product to an authoritative person or institution that everyone is familiar with, creating a "high status" of authority and describing the "high standards" of authority to gain user trust. For example, in the title of Xiaohongshu, I often see endorsements from celebrities, such as the following three: "Li Jiaqi didn't lie to me, the ceiling of light lines is the ceiling", "Is Ouyang Nana a devil? I really can't do it anymore", "Luo Wangyu all say it's a good cleansing oil!" ” 2. Facts prove Facts prove by giving examples of various functions and effects, which are mainly divided into two steps: First, collect performance data. For example, if you want to highlight the quietness of a luxury car, you must first find out the precise data of the volume in the car, such as 25 decibels or 30 decibels; the second is to link to familiar things to make users feel stronger. For example, David Ogilvy once wrote a classic advertising copy for Rolls-Royce, "When this Rolls-Royce reaches a speed of 96 kilometers per hour, the largest sound in the car." The noise comes from the electronic clock."

Figure 5: Ogilvy's Rolls-Royce advertisement is placed on Xiaohongshu. The skin care brand will describe its ingredients and then explain the benefits brought by the ingredients. Take this note posted by Lefan as an example, it will tell about the ingredients. VICP ingredients, the effects the ingredients bring to the skin, reduce users’ purchasing concerns. Figure 6: Benefits brought by Lefan VCIP components 3. Resolve concerns and proactively raise product issues, service issues and privacy issues that users may be worried about, and put solutions in advance. Common anchors will say 7 during live broadcasts Unconditional refunds, free trials, and more. 3. Guide users to place an order immediately. After resolving users’ purchasing concerns, the next step is to guide users to place orders. Go to Xiaohongshu stores and Tmall flagship stores to search. In the guidance, price anchors, accounting, Four steps of legitimate consumption and limited time limit accelerate user decision-making. 1. The price anchor proactively tells readers a very expensive price, and then shows our "low price" readers will find it very affordable. In the psychological term "anchor effect", when people make decisions, they will place excessive emphasis on the first piece of information they obtain, even if this information is irrelevant to the decision. Everyone has no idea about the price of the item itself. It all depends on the seller’s pricing. For example, I used to buy a 50ml bottle of a certain brand’s essence for 1,000. Suddenly my friend told me in a duty-free shop that two 100ml bottles only cost 1,300. I suddenly felt like The price is cabbage! Rush immediately! 2. There are two methods of accounting to make users feel that it is a good deal: one is to spread the price equally, such as dividing the price by the number of days to calculate how much a day costs, so that users can feel that it is a good deal. This is the consistent routine of gyms! The second is to save money. If users can calculate how much money they can save by using the product, and users feel that their money will be repaid quickly, they will feel that the purchase is a good deal. 3. Legitimate consumption Users like the product, but they feel guilty when buying and using it. We need to proactively give users reasons for legitimate consumption. One *** includes four types: the first is advancement, such as improving thinking and learning, improving abilities, expanding contacts, career development, etc.; the second is gift-giving, such as sending gifts to friends, business partners, gods or goddesses, etc.; the third is health, For example, strengthening physical fitness, reducing the risk of disease, eliminating the pain of illness, etc.; fourth is children, such as children growing up healthily, having good conduct, being smart and excellent, and having a bright future, etc. Figure 7: Gift-giving series 4. Limited-time and limited-time products force users to increase their sense of urgency and make quick decisions. Common forms are time-limited, limited-time, and identity-limited products. They are all creating a limited time sale atmosphere.

Figure 7: Quickly stock up on low-priced big brands and rush to invest