Douban score: 7. 1.
Turn the copy into a "printing machine"!
If someone says to you, "writing a good copy can really make a lot of money." You may squint and think: Don't tell me, who doesn't know?
However, when someone tells you, "writing a good copy is actually very simple. As long as you have a system and four steps, you can turn your copy into a printing machine. " After listening to it, you will be curious and think: really? It's so simple, I also want to try!
You see, the same meaning above is conveyed in different ways, and the emotions touched by the recipient are completely different. This is the power of copywriting!
The author of this book is a former Ogilvy & Mather gold medal advertiser. He has helped many enterprises create fabulous sales performance with copywriting!
In this book, he only used the following four steps and a large number of practical cases to prove to us that cases with souls can be produced in this way! The full text is easy to understand, and the theory is combined with cases, which makes people digest quickly! It can be said that it is a handwritten copy book, which is very suitable for Xiaobai.
Four steps:
1. Stimulate purchasing desire: To stimulate customers' purchasing desire, we must follow the basic principles such as sensory occupation, fear appeal, cognitive comparison, usage scenarios, best-selling degree, customer witness, etc., in order to make the other party have the desire to place an order.
2. Win the trust of readers: Copywriting is actually a paragraph, and readers need to extract the information they need from a short paragraph. At this time, they should win the trust of readers from the aspects of authority transfer, fact proof and resolving concerns, so as to eliminate customers' doubts about buying.
3. Guidance of placing an order immediately: No matter how well written the copy is, it is no use for customers not to place an order. It is necessary to correctly guide the immediate placing of an order and break the last line of defense with price anchor, bookkeeping, legal consumption and limited time.
4. Headlines catch people's eyes: In the era of information fast food, people usually screen out the information they want in a few seconds, so the quality of headlines is directly related to the success or failure of copywriting! The author shows us how to write a good title through five types of headlines: news editorial, friend dialogue, practical tips, surprise offers and accident stories, thus moving people's hearts instantly.
The last chapter is an analysis of many model essays, and the one that impressed me the most is: I am afraid of people who study. When talking to them, I feel like an invisible man, and I can't hide my pale head.
I'm afraid of people who study. I pray that they will never know my anxiety, lest it be easier to crush me or even defeat my will.
I'm afraid of people who study, especially those who are still studying.
Look, what a frightening appeal. After reading this copy, did you find out the books at home for fear of being seen through, and then you didn't even have a chance to fight back.
Generally speaking, this is a very practical and practical manual, which is recommended to those in need.