How to write a screen-level promotion copy with product thinking

We often see a good product evaluation article, we will be interested and then download it for trial use; Or read an interesting story and finally find it is an activity recommendation. I can't help but forward these articles to my circle of friends. We call it "product promotion". A good promotion article will often create a time period for brushing the screen and become a hot spot. Why does copywriting promotion become an important choice for product promotion? I think there are two reasons: the first is user education. For users, not all products know what they are doing at a glance, and users need guidance. Articles are a good guide, such as promoting goods through Valentine's Day gift guides, and telling you the importance of stress testing through some stories of server crashes. Inspire people's curiosity through articles and learn some basic knowledge related to product functions, so that these readers can have a lower threshold and less difficulty in the process of transformation. Figure: Selling goods through Valentine's Day gift guide. The second is communication skills. Good content sometimes spreads beyond your imagination. Different from email, SMS and SEM, content promotion has a strong long tail effect. With the help of high-traffic platforms such as Baidu and Zhihu, product promotion articles can get a good position in Baidu search without spending a penny. Next, WeTest "Stress Tester" began to introduce product functions in Baidu, Zhihu and other channels in the early stage of the product, and obtained a better ranking order than SEM a few months later. Figure: What kind of article can be called a good product promotion article? The first is undoubtedly traffic. A clever woman can't cook without rice, and articles that no one reads can't play more tricks. The second is transformation. As a product promotion article, the core purpose is to achieve product promotion, achieve more users to use products, and form a payment. The last point, I think, is word of mouth, that is, users will have a positive impression on the product itself after reading the article. After determining the three goals, there should be a set of indicators that can be quantitatively measured, and these dimensions should really be used as evaluation indicators for product promotion articles. So what indicators can quantitatively evaluate the quality of the above three dimensions? I have listed the following indicators: ● Traffic: reading volume, PV, UV● Conversion: use conversion rate (user /UV), paid conversion rate (paying user /UV)● Word of mouth: favorable comment rate (positive comments/all comments), forwarding rate What factors should an excellent product promotion article attract users have and what routines should be used? Literary talent? Picture sense? Distracted? * * * Ming? Empathy? Contradiction? Imagination? These factors seem to be factors in an excellent product promotion article, but I don't think they are the most critical. The most important thing in a product promotion article should be logic. Excellent product promotion is similar to the design process of a good product. Product design is divided into five dimensions from top to bottom: strategy layer, scope layer, structure layer, framework layer and performance layer; Like product design, the steps of writing promotional articles will go through a "top-down" process, which we can call "selling point, structure and packaging". 1, selling point An article's consideration of selling point is similar to the product's consideration of strategic level and scope level. What do the strategic layer and scope layer mean to the product? The strategic level is the core goal of the product, and the scope is the boundary of the product function, which means that a product can find the pain points of users and confirm the product goals, thus landing as a specific product and function. Take "Hungry" as an example: User's pain point: I want to order takeout, but I don't know which product to order. Objective: To integrate take-away merchants and provide online ordering service. Specific products and functions: hungry product functions For the article, the process of producing "selling points" is more like an extension of products. When product promotion is needed, product functions and user pain points have been formed. What the product promotion article needs to do is to reverse the user's scene through the user's pain point (when the user puts forward the demand). Then continue the case just now, what is the pain point of the user of the takeaway product? One is that there are many choices for eating, and the other most important pain point is that you don't have to go out. The extended user scenario is that a person who "needs food" doesn't want to go out (things) and wants food (things). With user scenarios and product features, we have a well-known advertising slogan: "Don't call mom when you are hungry, call you when you are hungry". So how do product promotion articles reflect selling points? Mimeng is a controversial official account of WeChat, but it is undeniable that it is still one of the most successful marketing numbers. Mi Meng sent a product promotion article "Do you know why you are poor? JD.COM 618 Shopping Carnival. Because you like saving money! The "product and function" of the tweet is undoubtedly "JD. COM 6 18 shopping carnival ",and the user scenario is" people with buy buy demand ". Faced with the demand of "whether to buy or not" and "what to buy" generated by shopping promotion activities, this demand can be strong or potential. For these people, they can be divided into three categories: the first category: buying. The second category: people who hesitate between "buying a class" and "buying b class" have the pain point of "demand". They have purchasing needs, but they have priorities, and not all needs must be met; The third category: people who hesitate between "buying brand A" and "buying brand B" have the pain point of "difficult to choose". They have made up their minds to buy a certain kind of goods, but they are hesitant to buy which brand. For these three groups of people, the user scenarios are different. The article "Mimeng" is mainly aimed at promoting products for the first group of people. So how does Mi Meng package the selling point? Mi Meng found a clever breakthrough point: "If you make a decision to buy, what effect will it achieve?" The article gives some examples: when you choose to buy a breakfast, you save energy in making breakfast; When you choose to buy a car, you save the time of commuting to work; With these spare time and energy, you can appreciate yourself and get more money. So, "JD's core selling point. COM 6 18 shopping carnival "is to buy at buy buy, which can save energy and time, and energy and time can be exchanged for more money." As can be seen from the above examples, the main method of "refining selling points" in product promotion articles is to confirm the specific functions of the promoted products-describe the corresponding user scenarios (people, things, things)-and the effects that can be achieved after using the product functions. 2. Structure The consideration of structure in an article is similar to the consideration of structure layer and frame layer in products. What does the structure layer and frame layer mean to the product? They are the way and order of product function display, and the content of information architecture and interaction design. Structure is the skeleton of the article and the sequence of stories. There is a lyric in Onion called "If you are willing to peel my heart off layer by layer". This is the structure of the promotion article. We should show our core selling points bit by bit in a reasonable and logical way. Mi Meng inserted a video about four short stories. The narrative logic of the four stories is the same. They all tell a story background, then show the problem, and then analyze the problem to get a solution. Take the first story as an example: at the beginning of the article, several sad stories are rendered: the protagonist's company is far from home, and it takes two hours to go back and forth every day, and one and a half months a year are spent on the road; Another person, the computer is getting slower and slower, and he is unwilling to replace it, which leads to the delay in improving work efficiency. Through this story, the author raises a question-many people waste a lot of time to save money. After asking questions, I began to analyze what caused people to make such decisions. This is because people pay more attention to money than time. The article begins to try to reverse this idea-money can save time, time can help you appreciate, and appreciation can help you get more money. Through this logic, the article finally combines the solution with the core selling point, so that spending money can save time, save energy, enhance personal value and achieve greater benefits. 3, packaging An article's consideration of packaging is similar to the product's consideration of the presentation layer. The presentation layer refers to the visual expression of products, and from the promotion level, packaging is the optimization of the expression skills, writing style, format and title of articles. There are so many contents about the expression skills, writing style, format and title of the article that it is difficult to describe them in detail in an article. Here are only three tips: ● Enlarge readers' feelings ● Reduce users' understanding costs ● Attract readers' attention 1. There are two ways to amplify readers' feelings, namely "digitalization" and "scene". Let's talk about "digitalization" first. Compared with simple demonstration, digital demonstration can make users feel the same. How does Mi Meng's product promotion article package pictures through "digitalization"? In order to express "the arduous process of lens development", Mi Meng used the copy of "33 mm lens will have good imaging effect" to emphasize the fineness and difficulty; In order to explain that "the company is far from home and it is not easy to go to work", the article calculates the specific time of going to work, which makes people feel that a lot of time is really wasted; In order to show "being keen on lottery activities and losing precious time", this paper calculates the value difference brought by spending the same time participating in marketing activities and studying business seriously; We found that Apple's press conference is also good at amplifying the audience's feelings in this way. Cook listed these figures when introducing the iPhone as "very popular", "very popular" and "very safe": 1 100 million units sold,10.40 billion downloads, TouchID 1/50000 error rate, FaceID1/kloc. Through scene description, users can feel the described content more personally. Or take the above three scenes as an example. How did Mi Meng package these pictures through "scenes"? In the part of "the process of developing lenses is hard", the article describes that Xiao Li made lenses with beer bottle base, flashlight glass and window glass. The props involved also include chainsaws, protective glasses, magnifying glasses, shoelaces, hardware, design drawings and so on. These scenes show the difficulty of this process. In the part of "The company is far away from home, and it is not easy to go to work", the article describes that the bus is full of sweat, body odor and strong perfume, and it is bumpy, congested and noisy: "I am keen on the lottery and lost my precious time". The article describes the scene of sending a WeChat to every friend to explain the rules of the event. Apple's press conference has a similar application. When the iPhone7 introduces the waterproof function, it directly displays the picture of the phone falling into the water; When introducing MarioRun, which supports one-handed operation, it shows the pictures of playing games with handles and eating apples on the subway. Introducing FaceID function of iPhoneX has been created by countless people. 2. One of the ways to reduce the user's understanding cost is "analogy". It is not easy for people to establish an intuitive and vivid understanding of products when promoting their functions. The purpose of analogy is to compare the products to be promoted with things that readers are more familiar with. For example, an aircraft carrier has an area of tens of thousands of square meters, and people have no concept of "tens of thousands of square meters". If the analogy is 4-5 football fields, readers will understand it better; For example, the area of Philadelphia in the United States is 6.5438+0.3 million square kilometers, which is "equal to the sum of Paris and Berlin" for European readers and "equal to the sum of Changzhou and Nanjing" for China readers. When I was in charge of the product promotion of pressure measuring masters, in order to let users better understand the working principle of the server, I compared the user's "activity page" to "restaurant", "concurrency" to "several tables of guests ordering together" and "response time" to "restaurant serving time". 3. In order to attract users' attention, this part talks about two issues: hot marketing and good title. Let's talk about "hot marketing" first. For product promotion, the benefits of posting hot spots need not be said, but how to post hot spots is very knowledgeable. Hot spot marketing is generally divided into three steps: finding hot spots, analyzing hot spots and fitting hot spots. A. There are two kinds of hot spots, one is sudden, such as hot news of a star, an unexpected event and an explosion; The other is planned, such as a planned event, a popular exhibition, a heavy game or an online movie. We can't control the sudden hot spots, but it is necessary for us to plan the hot spots in advance. There are many ways and channels of planning. At ordinary times, you can learn about hot events and topics that may be used in Baidu through Baidu's search list, Weibo's hot search and today's history. B. Hot spot analysis After selecting the hot spots and topics to stick to, it is necessary to effectively combine the core selling points and hot spots of the products. How to combine? We need to split the attributes of hotspots and analyze hotspots according to who, what, where, why and how. Take Pokemon Go as an example: Who: Who created Pokemon Go? Nintendo. Then any related activities or news of Nintendo or even Japanese game companies can be released; What: what is "pokemango"? It is a mobile game with AR technology. Then it is related to AR mobile games, and even VR-related mobile games can be attached; Where: where: PokemanGo? Japanese IP. Then Japanese IP-related game content can also be spread as a hot spot. C. Fit Hot Spots After finding the breakthrough points of core selling points and hot spots, you need to produce appropriate content to stick to. The content of hot spots can be roughly divided into three categories: the first category: problem-solving The first category is to provide appropriate solutions for current hot issues through some professional content. For example, after the launch of the iPhone, the shape of "Liu Hai" brought many adaptation problems. WeTest's "summary of iPhone adaptation of mobile phone housekeeper" will attract the attention of many users, because this is the topic that users are most concerned about at present. The second type: supplementary content type The second type is to provide some supplementary content promotion for hot events, such as the inside story of some hot events, which will be very attractive to users. WeTest published an article, "PokemanGo Can't Play in China? Tencent AR experts teach you to do it yourself! This paper introduces some production methods and processes of AR games for users, decrypts the principles and practices of AR games for everyone, and welcomes the attention and forwarding of many readers. The third type: I-related type The third type is to tell users that their products have participated in the activities and provide some internal information after hot events, which is very easy to attract users' attention. For example, WeTest introduced the pressure measurement scheme behind the activity after launching the "Military uniform photo H5" activity every day, and introduced the important preparation work behind an explosion activity for users, which well satisfied the users' exploration psychology. Let's talk about "good title" again. The title is very important for users to open an article in the first time. How to make a good title is worth writing an article. At present, there are many similar articles, so I won't repeat them here. Finally, review the three main points of writing product promotion articles: "selling point", "structure" and "packaging".