What elements should a good poster copy of e-commerce products have? -What elements should a successful e-commerce copy have?

E-commerce copy: how to create excellent business copy? An excellent e-commerce copy contains four elements: defining the target orientation of e-commerce copy; Show the elements that consumers want to see; Persuade consumers to make a purchase decision as soon as possible.

First of all, we must clarify the target positioning of e-commerce copywriting.

When writing any copy, we must first consider several questions:

(1) Who is our copy for?

(2) What is the positioning of our platform or store?

(3) What do we want to express or solve in the copy?

For example, we are a Tmall store that makes children's toys, so the copy we wrote is for Ma Bao, targeting at babies aged 2-4. The copy should show that the toy is helpful to the baby's intellectual development.

Second, the most likely element is what consumers want to see most.

If you want to present what consumers want to see, you must first understand the needs of consumers. A good e-commerce copy needs to present a complete purchase path:

(1) Complete consumption path

(2) Clear search path

(3) the path chosen by consumers.

Third, persuade consumers to make a purchase decision.

There are many stores selling the same type of products on various e-commerce platforms. Why do consumers choose to buy your products? At this time, the planning and packaging of e-commerce copywriting is the key. For example, the same product, the same price, your store has gifts, or there is a chance to win the grand prize in the lottery. These are all things that e-commerce copywriting needs to plan.

Finally, the matters needing attention in planning and writing e-commerce copywriting include the following points:

(1) Copywriting needs to be straightforward, simple and rude. Don't beat around the bush or use complicated modifiers and words.

(2) Highlight differentiation and give consumers a refreshing feeling.

(3) Prepare product drawings or short videos.

What elements should be paid attention to when making posters? When designing a poster, you need to fully consider the following elements:

First, the poster requires a clear theme, and the main content you want to express will be reflected when you grasp the theme positioning of the poster. Posters generally consist of three parts: title, text and signature. Pay attention to the refinement of the theme and the description and design of other characters.

There are many ways to write a poster title, which can generally take the following forms:

First, it only consists of language names. That is, write the word "poster" in the middle of the first line.

Second, the topic is directly borne by the content of the activity. Such as "dance news", "shadow news" and "ball news"

Third, it can be some descriptive words. For example, "×××× reappears the charm and relives the past with ×× Temple".

The body of the poster requires the following contents to be clearly written:

First, the purpose and significance of the activity.

Second, the main project, time and place of the activity.

Third, the specific ways of participation and some necessary precautions.

Ask the name of the organizer and the date of poster release.

The above format is about the poster as a whole. In practical use, some contents can be omitted or omitted.

In addition to eye-catching pictures, text design is also an indispensable part of posters. When shooting a poster, people first pay attention to the text information, because the text information is the most effective way to convey the theme elements of the poster. It is conceivable that a creative text will make the poster get twice the result with half the effort.

The common writing techniques in poster design are as follows:

First of all, borrow metaphors.

"Metaphoring a thing by one thing" means that the metaphorical thing is not directly related to the theme, but it is similar to some characteristics of the theme in a certain point, which can be used to develop, extend and transform the theme, so as to obtain the artistic effect of "tactfully getting into the topic".

Second, humorous methods

Humor is expressed through some ridiculous characteristics of human nature, appearance and behavior, which embodies the characteristics of comedy. Extend what needs to be affirmed to the extent of comics, and create a humorous artistic conception that is full of fun and funny.

Third, look at the law from a small point.

Seeing the big from the small is to grasp a point or a part with unique imagination and concentrate on describing or extending it, thus expressing the theme more fully. It is a highly refined product of the combination of small and big, and it is a simple and deliberate pursuit.

Fourth, the association method.

Association method is based on the psychology of human body. People see themselves or their related experiences in aesthetic objects, which are integrated with the poster itself, causing aesthetic feeling in the process of association, and the intensity of their feelings is always strong and rich.

Five, direct display method

It shows a product or theme directly and truly on the advertising page, and makes full use of the realistic expression ability of photography or painting. Deliberately depict and emphasize the texture, shape and functional use of the product, presenting the exquisite texture of the product attractively, giving people a realistic sense of reality and making consumers feel intimate and trust in the advertised products.

Sixth, the method of trusting things with emotion

The phrase "those who touch people's hearts are not before feelings" has already explained the role of emotional factors in artistic creation. In the way of expression, we pay attention to choosing the content with emotional tendency and set off the theme with beautiful feelings. If we truly and vividly reflect this aesthetic feeling, we can gain the power to affect people and exert the power of art to infect people.

Seven, suspense arrangement method

Suspense method is often seen in articles. It takes advantage of people's doubts and nervousness, produces exaggerated effects, and drives consumers' curiosity and strong actions. Poster-The image should be simple and the color should be clear. In this way, the poster can spread out a world in the chaotic sight around. "Scarce art" expresses my design idea well, or I want to simplify graphic design to the essence. Poster design is actually a very conscious and active behavior, which is very different from creating a free image. It depends on instinct. I have been engaged in the design of drama posters for almost twenty years. I think successful posters should be interesting, powerful and easy to understand, so as to achieve the goal that at least some images can be conveyed to the public immediately. Other aspects need to be displayed for a long time to be understood by the audience, or they may only be aimed at a certain part of the audience. Dramatic posters are not only art, but also a means to promote art. I think I have the right not to create posters that lure people into the theater. Some plays are known from the beginning to be aimed at a certain audience. There is also the problem of over-specialization-yes, maybe our ideas are not so unique, so we have to fiddle with trivial things to find out some "content". However, if we are really creative and have surprises, those specific fonts are not so important. A good poster should respect the audience as intelligent people and give them a visual experience. As long as there is an opportunity, posters should be short and concise, full of personality, to express their ideas. Speaking of the information in posters, posters are part of our visual culture. As very common "symbols", they change our environment and tell our times. Even so, the expression of posters is international and understandable in all cultures. Visual communication is really touching, especially the emotional theme of catering. You can do more texture through images and colors, and the sense of space can also be opened.

Of course, this is just an idea. You can expand it. In addition, the content of the poster should be refined and the main appeal points should be grasped. Don't have too much content. Generally, pictures are the mainstay, supplemented by copywriting-the direction of the big idea is vivid and intuitive! Give a direct visual impact impression!

What elements should a successful e-commerce copy have? A successful e-commerce copy should roughly grasp the following elements:

The background, purpose and starting point of planning;

Personnel arrangement;

An evaluation plan that is expected to be effective in the early stage;

Formulation of implementation plan;

Implementation and supervision; Optimize immediately;

Final completion, effect evaluation, etc.