Before writing an active soft article, we should first find the needs of the user group according to the characteristics of our own products, and use this as a starting point to awaken the concerns of the user group and stimulate the future purchase desire by poking its pain points.

The second step is to clarify who the copy is written for.

In fact, it is easy to understand that if a copywriter wants to attract customers and persuade them to buy products, he must first know who the person to convince is. For example, if you want to write a love letter, you must write it to someone, so that you know how to write it and how to convince the other person.

Similarly, if you don't know who the customer is, you can't write a copy to convince the customer service, so you must know who the customer is, what characteristics, male or female, what age group, what problems need to be solved and so on. Only by understanding these questions can you really know what the copy you want to write needs to contain.

The third step is to emphasize product advantages.

When the consumer's desire to buy is stimulated, it is necessary to introduce the advantages of the product, compare it with other products, highlight its greatest advantages, and let consumers know their products at a glance under the condition of "shopping around".

The fourth step is to stimulate consumption with cases.

Consumers generally have herd mentality, so at the last moment, if there are some purchase cases, new consumers can have a reference and can't help but stimulate their desire to buy, so as to better promote promotional products.

The fifth step is that the advertisements that are widely circulated and received rave reviews are mostly veritable "golden sentences". If you want to create an explosive copy, you should also be good at writing golden sentences. Some self-media can form hundreds of thousands of explosive articles, but also because they are good at making golden sentences, such as "I'm so smart, I can't do great things", "It's gold, and it will always be spent" and "All lovers shall have jack, jack shall have Jill", etc. All these can become the copywriting of golden sentences, either because they are catchy and easy to remember, or because they are imposing, and they are written in users' minds.