5个方法+3个姿势,手把手教你写转化率80%的文案!

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你知道一条点击率5%、转化率80%的文案是怎么被创作出来的吗?

我们都知道,推广中文案最重要。它的重要性大概也就占据整个推广流程中99.99999%吧。但网上的清一色文案技巧早就看的厌烦,吸引好奇、从众效应、数字化…等等,虽然看的不少,可关键就是写不出来。

QQ图片20190315103448.png

所以,今天咱不谈写作技巧,兔子带你们扒开文案的表面,看看一条高转化文案到底是怎么被写出来的。

本文主要涉及的知识点有:

高转化文案写作的5个必备姿势高转化文案基础写作方法

一、高转化文案写作姿势

无论是长文案还是短文案,无论是撰写创意还是设计着陆页,在写文案时都要遵从这套底层写作逻辑。

1. 提取产品卖点

卖点是一条文案的精髓,是你写作的依据。但你知道如何分析卖点吗?

99%的人所寻找的产品卖点都是产品特点。在这,我们要牢记一个公式:

产品卖点=产品特点+可提供的价值

我们以“月饼礼盒”为例,详细讲解下。

首先第一步,你可以做一个表格,如下图所示;

其次,罗列出产品的所有特点,填入表格中,如下图所示,

最后,将产品特点翻译成通俗易懂的人话,如下图所示。

填完这个表格后,你就提取出了产品的全部卖点。

2. 筛选产品卖点

现在你的产品虽然有很多卖点,但你不可能全部写上去,你必须寻找出最适合你这部分目标人群的产品卖点。

所以,这就涉及到一个分析人群需求和筛选卖点的过程。

如何分析人群需求?

如果你隶属于电商产品或淘宝上有卖的,在淘宝搜索框内输入相关关键词,然后它会出现相关长尾词,这些词就是用户的需求。或者,在百度指数中有个需求图谱,通过搜索关键词来了解用户的关心点。

通过上述两点,你基本已经可以筛选掉一大部分的卖点。但这远远不够,你还需要产品卖点差异化!所以,查看你的竞争对手都在推什么卖点,然后就把这个卖点PASS掉,剩下的,才是你真正需要的卖点!

划重点,筛选卖点时要遵从两项原则:

1) 这个卖点能否满足目标人群的需求——能满足需求就是好卖点,能满足主要需求更是好卖点。

2) 这个卖点会不会与竞品雷同——与竞品不雷同的就是好卖点。

直接上个例子。(还是用上面那个月饼礼盒为例)

根据两个原则筛选出的卖点,你就可以把它作为写文案的关键点了。

3. 选择说服逻辑

简单来说,就是你想用什么样的技巧吸引用户?再直白点就是你网上看到的清一色写作技巧。

由于在下文会详细解说,在这便不做太多赘述。

4. 结合场景完成写作

当你提取了产品卖点,也选好了下笔的写作逻辑后,此时你需要再考虑写作内容风格的问题。

不同场景有不同的写作风格。

比如说,冷兔(一个每日分享热门搞笑内容的公众号)的写作风格和网易云课堂的写作风格肯定不一样,冷兔的写作风格走逗比搞笑风,而网易云课堂的写作风格走专业资讯风。

再比如说,同是支付宝的渠道,一个是微博,另一个官网,两者的文案、排版风格也是截然不同的。

所以,在决定下笔写作的时候,一定要结合你所处的场景去输出对应风格的内容。

以上就是高转化文案写作必备四个姿势,在写的时候,你只需要按照步骤一步步来就好了。

接下了,我们来看下文案写作的5个基础写法!

二、短文案的5个基础写法

在前文中,关于文案的写作逻辑兔子没有写,现在补上!我即将要介绍的5个写法,就是你的写作逻辑。

当你学完这5个,等你再看竞争对手的文案时,你就会恍然大悟:原来他是用了这个套路!

1. 优惠好处+催促行动

人都是爱贪小便宜的,假如你的产品有优惠、打折、降价、领券、红包等等。

那就直接在标题上表现出来,再加上时间紧迫感和创造人气爆款,这样的创意怎么可能不打动人!

示例:

《又双叒叕卖断货的浪漫月饼礼盒限时特惠¥198,错过了就没下次啦!》

《明星爆款智能马桶盖只要平民价,现在购买还能再享受8折优惠!》

2. 痛点场景+合理解决

假如你的产品能够很好的解决某类人的痛点,那么你就很适合使用这个方法。

你需要描绘出具体的痛点场景,然后说出你的解决方法。

示例:

《中秋送礼不用纠结!送这个月饼礼盒,保证人人看到两眼发光!》

《吃减肥食品真的不会变胖吗?看了这个就知道!》

《如何治好你的“英语学习拖延症”?送你一个简单粗暴的方法…..》

3. 假设场景+严重后果

人是很怕遭遇不幸的,所以假如你间接告诉用户,不用你的产品会出现各种各样可怕的后果,那他一定会去用的。

像以下这样的标题,你肯定很想点进去看吧~

示例:

《这件事情不重视,孩子的皮肤和眼睛都毁了!》

《不懂这3个赚钱思维,你永远都会是穷人》

4. 颠覆认知+提出疑问

人呢,总是喜欢一些有趣的现象或能够颠覆当前认知的东西,所以可以利用人天然的好奇心,让好奇心驱使用户去查看你的文章。

示例:

《用了这款马桶盖后,居然再也没用过厕纸?》

《谁说月饼礼盒一定要红色喜庆?这个蓝色星空月饼礼盒才是真正的有逼格!》

《95%的人都患了“拖延症”,另外5%的人都在看这篇文章……》

5. 提出现象+话说一半

当有人跟你说了一句“我想跟你说个某某的八卦……算了,还是不说了”,估计你都要气死了对吧,恨不得拿刀威胁他赶紧说完。

那么这个写法就是利用人这样的心理,促使用户点开看文章。

示例:

《每次下定决心学好英语却总学不来?原来是它在作怪!》

《想一个月瘦3斤?这些所谓的“减肥食品”千万不能吃!》

《大批量中国游客赴日本争相抢购的,原来是这种马桶盖……》

以上就是5个短文案的基础写法了。

要注意的是,写文案时,千万不要脱离你提取的卖点,一定要结合卖点去套用这5个基础写法,这样才能写出一个好的短文案。

最后,再送给大家一个自检表格,大家写完文案后,可以通过这个表格去检查自己的文案是否写到位。


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