Some basic principles of good copywriting

There are not many basic principles of good copywriting (or marketing activities), but these are the following.

high level:

1. Empathy: Let the audience feel the same from the heart with the content of the narrative.
2. Persuasion: Not necessarily shared, but willing to agree and believe what it says.

Middle level:

1. Narrative: Accurately narrate the benefits of your products and services so that the audience will remember and absorb the content of the message, whether or not they agree on the spot.
2. Commitment: Tell the audience what benefits their products and services can bring, but accuracy and truth are still the highest principle; over-promising may be effective for a while, but it may bring trouble and trouble in the future. Remember: over-promising marketing can kill business, customer service, or even an entire company.

Low level:

1. Incentives: buy one get one free, 20% off specials, half the price of the real thing, etc.
2. Threat: If you don't buy my product, or buy another product, what will be the "adverse consequences".
3. Stimulation: Incite the audience's desire, gain approval, or create unnecessary demand through inflammatory words or false content to obtain a temporary response.
4. Dropped text: This is the so-called "word game", because there is essentially nothing to say, so the audience is attracted by playing with words.

The so-called low-middle level does not mean "lower level", nor does it necessarily mean that it cannot be used; but in terms of the credibility, quality, service life, and product characteristics of the content, the use must be carefully matched.

At a higher level, for example, use accurate narratives and refined language to stimulate a reader's empathy for a threat, promise a product as a solution, use an inducement as a trigger, and convert it into a purchase.

I believe that the above points at different levels, everyone can find examples in life, as well as different levels of collocation applications.

Generally speaking, the more stable the foundation and the higher the level of demands for customers' personal needs (it is convenient to refer to Maslow's " hierarchy of needs theory " at this time), the higher the proportion of using the above "high-level" principle ; and if these brands occasionally misuse the term "low-level", the chances of a backlash or fire are also greater.

(By "misuse" I don't mean "use it", but use it with poor skill.)

Of course, unless it's purely visual marketing, "conversion rate" (actual purchase), or at least "turn to action" (response to "call-to-action", such as "visit the store") is the ultimate criterion; Many owners are still "consequential". No matter how good the marketing is and how high the level is, if the conversion rate is low, it is still in vain.

No one can guarantee this, and most principles are not as high as the holy grail of "free". What this article wants to say is that maybe when you are thinking about how to make your own products, you may occasionally feel confused: should you appeal to a better image, or is it more useful to kill directly with "vulgar and powerful"?

There is no such thing as "absolutely popular" copywriting or products (tell you the word "explosive" in advance, which is itself a "false promise"), but if you will understand the product , find out the selling point , and the level of appeal , and writing skills , if you do these things right, at least you won't fail in unexpected places.

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