写出引爆销售额的内容电商文案,不能错过这6招

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不知从何时起,很多自媒体,不管是大号还是中尾部的小号,都开始做内容电商,卖起各种商品来了,甚至电商收入,已经超过广告收入,比如美食号:日食记、企鹅吃喝指南等。

很多时候,品牌投放自媒体,不再满足于品牌曝光,更是希望可以通过文案,实现销售转化,达成良好的销售业绩。

无论哪种内容电商文案,最主要目的都是促成交易,所以这些文案并不需要华丽的开头或结尾,而是需要一个个吸引读者的产品卖点。这些卖点常常充斥在文章的开头、主体和结尾,导致文章各部分的界限并不明显。

为此,本文分析了一些公众号,看看那些卖货的文案,到底是怎么写出来的。

优秀推文的6项构成:

  1. 好的标题,吸引点击

  2. 话题引入,背景铺垫

  3. 痛点分析,卖点介绍

  4. 专业背书,增加说服力

  5. 临门一脚,唤醒用户需求

  6. 优惠刺激,形成购买

下面具体讲述这些写作技巧。

一、话题引入,背景铺垫

在正式介绍卖点之前,需要稍作铺垫,虽然不能直接刺激购买,但是能帮助读者了解产品背景。具体方法有:

1、拉近与读者的距离

通过描述个人感受,来拉近与读者的距离,减少卖货的功利性。例如:

“上月底,参加完上海国际童书展,我连夜写过一篇《凌晨 2 点,我有些话想对你说》的文章……后台收获了妞儿们很多的鼓励和赞扬,感觉很幸福。今天包妈平台自主引进的第一弹外版书《A case of good manners》终于要成团了……”

2、对比

在介绍读者可能不熟悉的产品时,可以通过类比读者熟悉的产品或者品类,以此帮助理解,甚至有些品牌,喜欢和行业里的大牌进行测评,让消费者觉得,这个品牌和大牌,其实是一个level的产品。

例如:国产护肤品牌homefacialpro在介绍他们家产品的时候,就和市面上的洗面奶品类进行对比,虽然没有突出某个品牌,但是却可以输出自己的优点。

然而市面上,不少标榜超强清洁的洗面奶,用着就像在“刷盘子”,清洁过度还会惨变红血丝、敏感肌。而温和的洗面奶,洗完总有洗不干净的感觉,残留反而会长粉刺、爆痘。经过与团队成员的反复讨论,Todd决定做氨基酸配方。只有氨基酸配方,才能做到清洁和温和的平衡。

为了找到很合适的氨基酸配方,光是调研,HFP实验室就花了5个月的时间。经过长达800天的研发后,才有了这支氨基酸温和洁净洁面乳。

例如:斑马精酿,在介绍他们的产品时候,就和普通的啤酒进行了对比,包括了原料,口感,制作工艺等。

工业啤酒:为了降低成本,大量使用大米、玉米来代替麦芽,因为更便宜!为了加快生产多赚钱,在发酵过程中会加热,把原本需要1-2个月的发酵时间,压缩到10天左右,导致酒无法充分发酵。这样酿出的啤酒,麦芽汁浓度非常低,口感很淡,被啤酒爱好者称为“水啤”(淡得像水),还有股煮熟大米味,让人扫兴。含有一些不良物质,喝多了容易头痛。

精酿啤酒:使用纯麦芽酿造,不掺入任何一点廉价食材,充分发酵1至2个月,酿出来的酒麦芽汁浓度高,口感醇厚,香气十足!喝醉了不上头,醒来一点事没有,想干啥干啥。

商务应酬的时候,我们没办法,必须陪着喝“水啤”。当自己做主时,我们为什么不试试精酿?

3. 回顾之前的文章

如果前后两篇卖货文章相关,可以回顾上一篇文章,既帮老读者带入情境,又为上一篇文章吸引新读者。

我最开始接他们家广告的时候,也只是抱着推广的心态,后来有很多小马达留言告诉我,东西超级好用,甚至有的还叫我多接他们的广告。说实话,我也没想到一个国货能有这样的吸引力。

我一开始入 HFP 的坑,也是被粉丝留言打动的,后来金主寄来试用的产品,用完还不够,自己也跑去下单了。

好用的护肤品我才会回购,HFP 家有些单品我已经买了有十几次,空瓶都扔了很多。因为每款产品都有针对的功效,坚持用下来确实能感受到肤质的变化。

4. 荣誉加身

为产品找到荣誉,让用户产生认知:哇,这个产品,原来这么牛,我竟然还不知道,容易引导用户继续浏览。

不用我说大家也知道它有多火,全网经常都能看到它的身影,而且去年双 11,预售开局 72 小时,HFP 就拿下了全网国货护肤品的前 4 名,到了今年天猫 618,HFP 更是成为国货销量排行榜 NO.1,可见它的实力了。

二、怎样介绍卖点,读者印象最深刻?

通过介绍产品卖点,帮助读者了解产品的基本情况。

常见的介绍包括产品特点和产品规格,个别针对特定人群的产品,如婴幼儿辅食,需要说明使用范围,如适用这种辅食的婴儿年龄。

对于一些详细展示使用方法的商品,由于读者无法看到实物,而相比于文字,图片的表现效果更直观。所以,在介绍卖点时,通常用一张或多张图片。

在使用图片时,有以下几点需要注意:

(1)每个卖点搭配至少一张图片

由于文案编辑的文字功底不同,读者对文字的感受能力也不尽相同,所以,如果用文字罗列多个卖点,很容易导致读者忽略某些重要卖点,所以,为了保证卖点的理解效果,每个卖点搭配至少一张图片。

例如:斑马精酿,甚至都做了对比图:

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(2)根据情况使用 GIF 图或视频

由于静态图片无法形象地展示某些卖点,所以,需要根据情况使用 GIF 动图或视频,提高展示效果。

例如,小小包麻麻在介绍餐具刷时,卖点之一是刷头边缘可以当作塑料刮刀来使用,在介绍此卖点是,分别使用了静态图片和 GIF 图。显然,静态图片很难展示“塑料刮刀”的使用效果,而 GIF 图片的展示效果一目了然。

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(3)真人出镜

在介绍产品时,相比于使用厂商提供的图片,真人出镜更有说服力,更让读者相信卖点的真实性。

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(4)避免图片上出现大段文字

因为手机屏幕尺寸限制和图片尺寸限制,图片上的大段文字介绍常常会模糊不清,不利于传达信息,甚至造成干扰。

例:,年糕妈妈在销售“3合1滑板车”时,介绍品牌的图片中,文字太多太小,在 PC 端都很难看清,更不要说手机端了,很影响品牌背书。

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三、读者更愿意信任什么样的背书?

通过为卖点背书,让读者信任商品的质量和作用。

具体的背书形式包括介绍生产者/作者地位、产品获奖情况、用户评价、名人评价、笔者使用感受、品牌故事等。除了简单罗列这些背书信息,还有以下两种方法,让读者更信任质量背书。

(1)讲述对用户评价的看法

在展示用户评价之前,先描述对这些用户评价的看法,不仅让读者对用户评价有预期,而且人格化的、有人情味的看法,让读者更相信用户评价。

斑马精酿在写用户评价时候,还引入了一个测评实验,突出自己产品的有点:

这个测试持续了6个月,在北京三里屯、上海环贸iapm和深圳华润万象城累计找了2437个路人测试,前后测了36款酒,18款自己研发的,18款是市面上的进口酒。“这款德式小麦综合得分是最高的,8款酒PK的时候,它基本都是前3名。“很多路人喝完进口酒,都说太苦了,喝斑马就没反映这个问题。”大部分男生的评价是“麦香味浓”,“口感饱满”,“特别顺口”,女生的评价就比较简单,“好喝”、“很香”、“很新鲜”。

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在列出评价截图,通过富有人情味的表述,让读者更容易被评价说服。

(2)结合销售背景

在介绍销售背景时,顺带陈述质量背书信息,这种不刻意的陈述,让质量背书信息更可信。

例如:小小包麻麻在讲述引入商品的背景时,顺势介绍了代理公司的地位,无形中为商品背书。

“上周我去了香港,见了 grobag 的总代,嗯,总代是香港公司,他们也是看中包妈平台的专业性,同意了在包妈这的首次团购。”(3)媒体/机构背书

在中国,大家对媒体还是非常的信任,所以对于品牌来说,如果能获得品牌的各种奖项,肯定是不能错过传播。

1、HFP 这款原液被《VOGUE》杂志盛赞为「成分党挚爱的专业护肤品」2、HFP 原液中最黑科技的一款,姨妈痘、晒斑、干纹一键搞定!

细心的女生只要搜一下,就会发现它曾被世界权威杂志《科学》评为十大科学成就之首,妥妥的黑科技成分!

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四、临门一脚,发现需求

在销售读者熟悉的商品时,由于读者明白其重要性和使用方法,所以,唤醒需求就没那么重要。相反,有些商品对于读者很陌生,读者并不明白其重要性,此时,唤醒需求就特别重要。

唤醒需求的常见方法有:

(1)描述痛点

在使用这种方法时,需要有明确的读者画像,之后,针对读者在生活中的切实痛点,说明产品如何解决痛点。例如,小小包麻麻在推荐婴儿餐垫时写到:

“动物图案萌萌哒,宝宝会很喜欢,涂鸦天生就对宝宝有很大的吸引力。餐厅里宝宝无聊的时候拿出餐垫涂色玩,瞬间变安静,专注的样子帅呆啦。然后我就在旁边给他们拍照片,开心极啦。”宝宝给妈妈造成的常见困扰就是吃饭时吵闹,所以文案中描述的吃饭情境,很容易戳中那些有类似困扰的妈妈。

(2)描绘使用场景

通过描述使用场景,让读者感受到产品的重要作用。例如,“年糕妈妈”在销售儿童使用的画板时,在开头部分写到:

“慵懒闲散的冬日,午睡完的宝贝和妈妈一起共同完成一幅画好不好?”

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通过描绘母子共同绘画的场景,激发购买者(即母亲)对“共同绘画”的渴望,在“共同绘画”中,画板不可或缺,进而唤醒购买画板的需求。

在唤醒需求方面,“罗辑思维”尤为擅长,因为罗辑思维销售大量经济学、心理学、史学等“枯燥”的书籍,由于这些书籍对读者较陌生,所以,文案常常需要在开头唤醒读者的需求,下面是罗辑思维曾经用过的法,供大家启发思路:

(3)问卷调查

通过问卷问题,激发读者好奇心,展示产品的效果。例如,罗辑思维在销售《经济学通识》时,做了这样的问卷:

  1. 高峰期打车难的根本原因是出租车不够;

  2. 要减少失业,就必须创造更多的职位;

  3. 大部分人在大部分时间里是正确的。

如果你认同这些观点——抱歉,以上都是错的,强烈建议你阅读这本书。(《<经济学通识>:给我一双慧眼吧》)

(4)列举效果

通过列举产品的特殊功效,让读者真切地体会到产品的优点。例如,罗辑思维在销售《细节》时,在开头列举了这样的例子:

“融会贯通,你略施小计就能大大影响别人,比如:

  1. 让技术人员亲耳听到来自遥远的非洲客户的反馈,能让他们干劲十足;

  2. 提案的时候先说服务项目,后说价格,会让客户觉得你的提案超值。

通过列举书中讲述的种种技巧,激发读者学习技巧、购买书籍的欲望。

(5)制造恐惧

描述没有这种商品会带来什么可怕的问题,激发读者的恐惧,引导购买。例如,在销售《一课经济学》时,罗辑思维在开头写道:

“对我而言,最恐怖的牢笼是蒙昧。而最恐怖的蒙昧是按照直觉生存,无知而不自知。

有一种书,它们能唤醒我们的不自知,把我们引上一条理性的逃生之路。

今天我推荐的这本轻松的小书——《一课经济学》,就是这样一本书。”

在开头强调“蒙昧”有多么可怕,激发读者对于“蒙昧”的恐惧感,再引出解决办法——阅读《一课经济学》。

(6)连续提出问题

在文章中,罗列大量问题,在每个问题之后,都透露一点答案,但不说透,勾引着读者继续读下去,最后再给出答案,即购买商品。

例如:在《<上帝的跳蚤> 人与瘟疫的物种战争》中,文章共 7 段,其中,包含问句的段落有 4 段。全文 441 字,问句 125 字,占总字数的近三成。问句具体内容,请参阅《<上帝的跳蚤> 人与瘟疫的物种战争》。

(7)讲述品牌故事

此方法常用于文章结尾,通过讲述一个感人至深的故事,再找到故事与读者的关系,让读者深深地沉浸在感动之中,在此刺激之下,做出购买决策。

例如,十点好物在推荐王小波全集时,最后一段讲述了作家刘心武的终身遗憾,一边用故事本身来感动读者,一边将读者带入类似刘心武的情境中,体会故事之外的感动。

原文如下(编者注:篇幅所限,有删减):

“突然想起刘心武曾在王小波逝世前一个星期给他打电话,问他晚上要不要出来喝酒。小波说自己头痛,去不成。他没有太在意,嘱咐了两句注意身体后就挂断了。后来刘心武回忆起小波的面容,始终觉得欠他一杯酒。

……

如今我们生活在再也没有他的城市,所能做的,大概就是晚上回家读一读他的书,然后想象一个偶然的相逢,伸出同声同气的手,邀他一句:‘王小波,晚上我们出来喝酒吧?’”

五、优惠刺激,形成购买

此方法常用于文章结尾,由于读者读到结尾处,对产品卖点逐渐麻木疲惫,此时,提供利益点,如减价、赠品等,能够有效刺激读者的购买欲望。

HFP 的护肤品不仅高颜值,专业效果看得见。而且现在搞活动全场 64 折,下单的读者还可以

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Geraci recalled concerns that the United States expressed in 2015 when the United Kingdom tried to join the Asian Infrastructure Investment Bank, a China-initiated multilateral financial institution, and said it was only when other European countries sign
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Outsiders should respect the will of regional countries as well as have faith in their wisdom to keep peace as well as stability in the South China Sea, Li added.
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To deepen economic as well as trade cooperation, Li expects China as well as ASEAN to work with other relevant countries to substantially conclude negotiations on the Regional Comprehensive Economic Partnership (RCEP) at an early date, expand cooperation
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Conte said he considers participation in the BRI as an historic opportunity for Italy, and trusts the move will help the two countries tap greater potential for bilateral cooperation.
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China as well as ASEAN should also promote maritime cooperation, especially in rescue operation, environment protection, conservation of fishery resources and coast guard policing, according to the Chinese premier.
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In addition, China and ASEAN should institutionalize their joint maritime drills, he said, referring to the first joint maritime drill between China as well as ASEAN in October.
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ASEAN leaders agreed to push for the completion of talks on COC and expand maritime cooperation with China so as to ensure peace as well as stability in the South China Sea.
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Calling the summit a milestone for bilateral strategic partnership, ASEAN leaders said that it is in the interests of both sides to safeguard multilateralism as well as free trade as well as that ASEAN is ready to align its development strategies with the
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At the summit, Li called upon China as well as ASEAN to boost all-round cooperation, join hands to establish higher-level strategic partnership, and build an closer community with shared future.
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Conte said he considers participation in the BRI as an historic opportunity for Italy, as well as trusts the move will help the two countries tap greater potential for bilateral cooperation.

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