Under normal circumstances, we will advertise with three pictures, but how should these three pictures be matched to maximize the effect?
I summed it up in three strategies.
0 1 vivid. Simply put, it is to find the biggest pain point in the copy and match it with a scene map.
Give a chestnut.
An English training advertisement copy reads: Don't teach children English, what you teach is wrong!
Picture the expression of a child crying.
The focus of the above-mentioned copy is to use "mistakes" to arouse parents' reflection, and coupled with the child's aggrieved expression, it can be described as an attack.
The main feature of "vivid" strategy is to impress users with a specific scene, remind users of similar scenes, and realize a problem that needs to be solved in life.
A picture with a strong sense of scene can make users feel the same.
To put it simply, it is to find the biggest pain point in the copy, and to match a proofing diagram with this as the center.
Give a chestnut.
A loan information flow: the latest news: the maximum loan is 50 thousand, which will arrive in 30 minutes. Come and see how much you can borrow!
This picture uses a screenshot of the successful transfer of 50,000 yuan, which proves that this product can really lend money in 30 minutes, so that users with related needs are convinced.
The main feature of the "well-founded" strategy is to present a fact to prove the selling point of the product, win the trust of users, and make users believe that this product can solve the problems they just thought of.
A graph with data makes users more convinced.
Read through the whole copy, grasp the style of writing, and match a picture with a similar style.
For example, the case at the beginning of the article: "The decorator's personal experience: he joined the integrated wall as a boss and earned 50,000 yuan in the first month."
This copy gives people a feeling of news reporting. It is better to use news pictures as pictures. Through a picture similar to the overall copywriting style, the persuasiveness of the picture and the persuasiveness of the user can be greatly increased.
The main characteristics of the "model-based" strategy are: read through the whole copy, match a picture that conforms to the style of the copy, and make the picture and the copy more compatible.
A good picture can make the finishing point.
In fact, for most products, the most important feature of information flow copywriting is "authenticity". All we have to do is pretend to be true.
Speaking of camouflage, the scene is essential, which can greatly stimulate users' demand for products; Screenshot of facts, using people's truth-seeking psychology, putting facts and telling data; And a picture with similar style will be more in line with the characteristics of the current platform and meet the needs and characteristics that users originally wanted to meet.
In any case, a high-click information flow copy must be true and give users a convincing feeling in order to succeed.