The same is true of people who do marketing planning. Perhaps in the past, when planning for some small and medium-sized enterprises, more attention was paid to the layout of offline stores and the development of offline activities. Now when online marketing is needed, we need to change our thinking, use advertising thinking and public relations thinking, and make full use of words, pictures and even videos to achieve publicity results.
E-commerce copywriting, in fact, everyone who buys online is no stranger. Especially the "hands-on party" that wants to open Taobao every day. You will find that in some large-scale stores, e-commerce copywriting is also of high quality, especially in clothing. The photos are taken with the impulse to buy, and the text next to them can also play a finishing touch. But some pictures and texts are very rough, which makes people feel that the things in this shop are not good enough. Because there are many kinds of Taobao shops, you will find some very individual ones in these copywriting. For example, some will make the copy interesting and sell it brilliantly.
After reading so many e-commerce copybooks, I actually have a general understanding in my heart. Although I don't know how to write, at least I can tell which copybooks are better, which ones are worse and which ones are not on the road at all.
In addition to Taobao, a full-category e-commerce website, there are also many vertical e-commerce companies doing relatively well. Looking at this vertical e-commerce, you will find that the copywriting is not as complicated as Taobao, but you will see a unified style.
Recently, because the company has a new e-commerce project, which is being put into trial operation, I have begun to take time to explore the writing method of e-commerce copy. I read some cases of e-commerce copywriting and wrote some immature views.
First of all, I looked at the e-commerce copywriting in Tian Tian Orchard and found that their copywriting style is very distinctive on the product details page, which is a channel with unified standards. For example, on the fresh channel. The description of each product is divided into six sections according to the unified presentation standard, namely: Time? Fresh, delicious, enjoy freshness, fresh source, preservation and packaging.
Among them, the content of freshness is the way to cut off and keep the meat fresh. Take salmon as an example, that is, it is finely cut, thick and intermittent, with clear lines and thin fat.
The delicious content is the taste, or in the case of salmon, it is the characteristics of fish skin, fish and fish oil.
The content of enjoying fresh food is to teach you how to make a delicious dish with salmon and add a thawing trick.
Yuan Xian presents the origin of salmon, emphasizing the freshness of the source.
The content of preservation is to adopt a natural way without adding chemicals in the process of cultivation and breeding.
Packaging presents the way of packaging bags.
What are the advantages of this division? That is, when users look at the product introduction, they will form a unified cognition and automatically understand it according to the product promotion ideas. Some people may discuss product features, and each product can list a lot of contents, but how to simplify the complexity and present the features becomes a problem. If the category is divided into several general standards, it will be presented under this module when writing each product introduction, because the scope is fixed, so it will be much easier.
Besides the general standards, when writing a copy, you should make good use of short sentences. The advantage of using short sentences is that it can form a sense of hierarchy, and it is also convenient for designers to conceive and make users' cognition more direct. For example, when describing an apple, we can't say, "This is a crisp, delicious, ruddy and shiny apple that can't be stopped after eating", but we should turn it into "apple's unique skill? One is crispy and delicious, the other is ruddy and shiny, and the third is that you can't stop eating. " After it becomes several short sentences, the designer will divide the picture into layers, so that the picture will become vivid immediately.
A product display page with three paragraphs is better. Why? Because psychologists have done experiments specially, people have a deep memory of three or less cognitive points. Think about it, when leaders speak, do they often say: Next, I will briefly talk about three points. This is common sense. But if the content is too much to fit, try not to exceed five points.
There are still many places to learn in the writing skills of e-commerce copywriting. These are the three points that I briefly summarized by reading the case, and continue to explore.