How to write good copy.

About e-commerce

With the popularization of Internet applications, a big wave of e-commerce has arrived. Participants in this wave will certainly not ignore an important link in e-commerce operations, that is, the description of the products they operate. . Because in the e-commerce environment, product displays no longer have shopping guides to explain them in person, but recommend products through product descriptions. Product descriptions require copywriting to achieve good results, so the product of e-commerce product copywriting was born , and it has already moved to the front line of e-commerce competition.

The work content of e-commerce product copywriters is similar to that of traditional advertising copywriters, but there are also major differences. It places more emphasis on sales. It is one of the effective tools to promote e-commerce sales. It strives to allow the audience to obtain the information they need through the text, pictures and web design effects planned by the copywriting, and then judge whether the product is worth buying. Therefore, a good e-commerce Commercial product copywriting is crucial to e-commerce operations. Attractive and persuasive copywriting can not only greatly improve the conversion rate of online stores, but also reduce the time cost of user consultation and improve user experience. By understanding e-commerce product copywriting planning It is of great practical significance to explore its planning and organizational methods and techniques.

1. Characteristics of e-commerce product copywriting

As early as a few years ago, in the relationship between Taobao and Tmall, In the online business circle, excellent product copywriting continues to emerge. For example, in the annual "Double 11" e-commerce carnival, many e-commerce product copywriting caught the attention of users and earned enough clicks, sales, and popularity. With single product sales exceeding 100 million, I have to say that they are excellent. Why can they stand out among the many e-commerce product copywriters? The author believes that these excellent copywriters have a unique characteristic, which is their understanding of e-commerce products. The characteristics of the copywriting should be grasped and accurately grasped.

1. Dual audience of the copywriting

Editors engaged in e-commerce product copywriting planning all know that the primary purpose of e-commerce product copywriting planning is to hope When visiting users see the product description page, they can have a higher transaction conversion rate, which means that the first audience for e-commerce product copywriting is users. As a senior e-commerce product copywriter, he must also know about e-commerce product copywriting. There is also a second audience for copywriting, which is search engines. Considering the first audience is for transaction conversion, while considering the second audience is for the copywriting to attract more potential customers' attention, that is, by considering the factors of inclusion and ranking by search engines. Copywriting planning, thereby improving the ranking of product descriptions in search engines, so as to obtain more potential customers' attention and clicks to reach the product description page. Therefore, e-commerce product copywriting has the dual attributes of user audience and search engine audience.

< p>2. Triadic nature of planning content

Traditional copywriting uses words to express the formulated creative strategy. It is a process of expression, development and deepening that follows the advertising creativity. It mostly exists in advertising companies, corporate publicity, news planning, etc. However, e-commerce product copywriting is to achieve the purpose of sales without face-to-face explanations by shopping guides. It is different from traditional copywriting planning that only focuses on text. Its planning needs to include products. There are three parts: text description, graphic display and web design effect planning. The audience obtains the information they need through the text, pictures and web design effects planned by the copywriting, and then judges whether the product is worth buying. Therefore, e-commerce product copywriting planning The content is tridimensional.

3. Interactive multimedia presentation

The Internet is an emerging form of communication media that can integrate information release in multiple aspects and at multiple levels. Compared with the presentation form of traditional copywriting, the final presentation form of e-commerce product copywriting is a web page, which is interactive and multimedia. Its presentation form is no longer static text, or a combination of text and pictures, but can also be text, pictures, A combination of animation or video, which can display content to users in a multimedia form under the organization and arrangement of web pages. These contents can also easily interact with visiting users in the form of information carriers such as web pages, attracting them to continue browsing or take other actions. Corresponding actions. Therefore, the presentation form of e-commerce product copywriting is interactive and multimedia.

4. Timeliness of effect feedback

Compared with copywriting that is generally presented in print media, television, and radio Generally speaking, the timeliness of feedback on the effect of e-commerce product copywriting is very obvious. Compared with these traditional copywriting, the effect of e-commerce product copywriting can also be quantitatively monitored, and its measurement is very convenient. For example, the audience's browsing and click track of the copywriting result, that is, the product description, as well as the actual purchase rate after clicking, including the distribution range and time of the audience's access to information, etc., can all be searched through the network server. After the copywriting is completed, the copywriting editor can The web page is implemented to understand the feedback on the effect of the product copywriting in a short period of time. After receiving relevant feedback, the copywriting can be adjusted in a timely manner, so that multiple iterations of effect evaluation can be carried out until satisfactory. It can be seen that e-commerce product copywriting has timely effect feedback.