First of all, I must admit that I am a member of the knowledge-anxious crowd, so I naturally pay more attention to the content of knowledge services. I carefully recalled the whole process from being attracted to a course to the final purchase. After combing, I found that the arrangement of the whole article is really ingenious.
The first point: think carefully and do a good job of preparation before writing.
This preparation can be understood as a logical combing. Suppose my paid content product is to help users improve their hard skills, such as improving the strength of soft writing and Excel skills, then I will match the corresponding user needs with the characteristics of my product, so what kind of people may I think will see my copy? What is the motivation for TAs to learn, as the main output of their work or just need some understanding? Have TAs seen similar online courses of other brands? Do I have enough reason to buy them in the end? Does the teaching assistant know enough about my lecturer, and so on? We all need to think deeply about similar problems. With the answers to these questions, we can better start from the user's point of view and make the copy break out full marks.
The second point: write a good title! Write the title! Write the title!
Writing a good title is familiar to many copywriters. I don't know what you think. Anyway, as soon as I heard that the title was changed, I collapsed in my chair.
I won't go into details about the importance of the title and the routine of writing the title. I can find many routines for writing titles by searching online, and I can write them well after repeated practice. However, before writing this article, I also studied the titles of some online courses, such as the title of "Three Classes" in the official WeChat account, such as "Newcomers who want to switch to products must not miss this course", or "Poor you, how can you have a circle of friends praised by thousands of people", or "How did she get an annual salary of 6.5438+0.5 million from a newcomer who has no voice?" The positioning of the crowd is very accurate, whether it is a newcomer to the product or a newcomer who has no right to speak, it is accurate to a certain group of people with specific needs and the display of learning effects in the topic. The circle of friends is praised by thousands of people, and the annual salary has increased by10.5 million. I will tell you the benefits of learning this course directly, and don't worry that it won't work.
The advantage of such a title is to convey information completely and accurately, and directly present the needed people and the learning effect of the course. The people who click in can basically be determined as the target users of the course, and there are other factors, such as learning time and course price, etc., which can be combined to realize the effective dissemination of information.
The third point: Learn the story frame of SCQA and show users a vivid story.
Many WeChat official account will tell stories to users in tweets. Here I recommend a writing method that most people may know, which is "SCQA". The book "Golden Pagoda Principle" mentions the architectural concept of "SCQA", and the letter S corresponds to the scene and represents the scene or scene; The letter C corresponds to conflict and represents the core contradiction or conflict of this scene; The letter q corresponds to Question, which means problems caused by contradictions and conflicts; The letter a is also the answer, the answer to the question.
This is a story structure that has been repeatedly verified. Let me give you an example to analyze. Last year, Mi Meng launched a series of courses such as "Four secrets about salary increase that the boss will never tell you" on his official WeChat account. First, she described a workplace environment, vividly described the hopeless mentality of people in the workplace, successfully mobilized the inner emotions of readers, and then immediately threw out the conflict in this scene, telling you not to be stupid. Experience is precious, experience is worthless; Do you think you can get a raise by working hard? Bullshit! The boss thinks your efforts are worthless! Then throw out the question, is it really only up to the boss or executives to decide on the salary increase? Finally, I will tell you the answer. In fact, you can take the initiative in your own hands through planning.
This method doesn't sound so difficult, but what is really difficult is that I need to tell a good story for my product, and it must be a story that takes place in the user's scene, so that the user can return to that life scene at the moment of seeing the story, so when writing, I should try to describe the details clearly, so as to stimulate the user's emotions.
The fourth point: either make a good product or make a good endorsement of trust.
Many mature paid knowledge content itself is the best endorsement of trust, such as teacher Huang Youzhen's "three lessons" and Luo Ji's "getting APP", but what should enterprises do without such a star halo blessing?
My personal experience is this,
Make a solid product.
Take time to recite.
I really have no say in making products. After all, I am not a product manager, and I have finished the in-depth design of the course.
I don't understand it at all, so we might as well make an assumption that the current curriculum products are perfect and have no obvious shortcomings, and we are confident enough to promote them in the market.
? With this premise, we can confidently endorse the product.
? First of all, if you can hook up with big coffee, you can hook up with big coffee. If you can hook up with a star company, you can boldly contact. Most knowledge paying users are eager to get the advice of the big boss, and subconsciously feel that some suggestions from the big boss can solve the urgent need. Therefore, if your product can be linked to big coffee, even a dime relationship can be reflected in the endorsement of trust.
? If it's really irrelevant, don't copy it mechanically, otherwise it's easy to smash your own signboard. There is a concept in marketing called "good products can speak for themselves". Without the aura of big coffee, we can give students real learning feedback. Don't underestimate the user's evaluation. Usually plain language and unpackaged content can increase credibility.
? The fifth and final point: design the purchase behavior of users.
? When I was a child, I often heard the old man say that "knitting baskets is all about keeping your mouth shut", which means doing one thing and the ending is very important. I don't know how you feel when you see such promotional activities as "super discount, buy quickly" or "buy is earn". Personally, I think that this will not only make me decide to buy, but will eventually make me give up my consumption decision.
? The above combination is so good that the user has decided to buy it. Wouldn't it be a pity if the transaction can't be completed because of a few words? I know a lot of friends in sales, and they told me that if you want customers to complete the purchase, you must make them feel value for money. I think this theory can also be used here. For example, one of the tricks we often use in copywriting is to make comparisons. For example, in the same 59 yuan, you can't even buy a special version of the skin when you play games, but here you can listen to five classes and get a temperament improvement method specially made for you.
? Also, it is not unreasonable to create a sense of scarcity, and things are rare. Everyone wants to have privileges, especially in an environment where everyone is equal. We can do a course that only 50 users can participate in. No matter how many people participate, we will choose so many, and update the progress in real time, constantly creating a sense of urgency that people will be full, so it is easy to form a purchase.
? The above is my personal opinion. In fact, I believe many people understand the so-called skills and logic, perhaps because I didn't find a point that can arouse these ideas in the process of practical application. I hope my content today can inspire you. Of course, I still want to declare that you must not misunderstand that I am preaching or imparting skills. My opinion is the same as others.