If you want to successfully communicate the benefits of your product and concept so that customers quickly act on them, then an experienced copywriter is essential. At Media Studio we'll teach you a four-step process for effective copywriting:
1) researching what consumers need;
2) crafting an eye-catching headline;
3) writing body copy that wins customer trust;
4) concluding with text leading readers to take action.
Step 1: Researching what consumers need;
To start off, it’s essential to gain insight into your target audience. Every copy you write—be it for sales articles, press releases or social media content— should be tailored to their needs and interests. Get in the mindset of a consumer by asking yourself “What problem can this product/service help solve?” and “How would I want to know about this as a customer?” This will give you an excellent starting point from which you can create compelling copies that speak directly to your prospects!
Step 2: crafting an eye-catching headline;
Make sure your headline commands attention! Readers typically spend more time on headlines of copy than the content itself, so it’s essential to make a lasting impression. Keep your message concise and powerful if you want to pique their interest in what follows. Even the most convincing content or incredible product will be overlooked without an enticing headline – don't miss out on connecting with potential customers by skipping this crucial step! Let's take a look at 5 angles you may approach crafting an eye-catching headline:
1/ Editorial
A professional news report headline, combined with hot topics in the city and authoritative organizations, can make readers want to find out more. For example: "Google's new invention in 2018, drinking this cup of coffee that contains oil can actually lose weight" This title comes from an ad for a local coffee brand. Let's not discuss its accuracy of such claims first, but the words "Google" and "2018" surely made you more interested in the product.
2/ Friendly Conversation
Using the second person "you" to speak to your readers can bring you closer together, while using colloquialisms and exclamations to lift their emotions, for example: "I wish I'd known this eye cream scret before I was 25, you would not believe this."
"I wish I'd known" and "you would not believe" in the sentence make this headline sound like a friend recommending and sharing something with you.
3/ Useful Tips
Summarize the reader's pain point in one sentence in the title, and then directly give the solution. A pain point means a problem that the target audience is struggling with. For example: "You still can't lose weight after exercising every day? Here are three ways to lose weight easily!" For most lazy people, exercising to lose weight is a painful thing. When they find that there is a relatively easy way, no matter it is true Whether it's fake or not, it attracts people to click in and take a look.
4/ Surprise Sale
For example, during the shopping season every year, although everyone knows that the prices of stores rise first and then fall, when they see "short inventory" and "large discounts for a limited time and limited quantity", they often can't help but stay in front of the shopping website to contribute their money . Therefore, eye-catching surprise offers, this trick will never fail.
5/ Irony
The headlines set up give readers a sense of reversal, such as "Before..., now..., the reason is...?", and the other is the story of entrepreneurship, such as the reversal of "Graduate from IVY-League school sells pork" The title can arouse the reader's interest and curiosity, hoping to learn more.
Step 3: Writing body copy that wins customer trust
1/ Emotional Storytelling
It's easier for customers to comprehend messages when they are told as a compelling narrative, instead of just providing facts and figures. For instance, "utilizing meticulously picked soybeans" can be described more attractively by saying: "nutritionists suggest first-grade beans after visiting over 300 farms". By conveying this information in an engaging story form rather than merely listing details, the appeal is increased significantly.
2/ Benefits instead of features
We focus on the exact requirements of our target audience, explaining to them precisely how they will benefit from buying the product or service and demonstrating its capability so that potential customers say "Ahh, this is what I need!"
When it comes to content marketing, it is important to remember that customers are looking for solutions and not features. Instead of simply listing a product's features, the focus should be on highlighting the benefits that customers can get from using it. For instance, instead of saying "this product has a high-quality camera", emphasize the fact that customers can take high-quality pictures with this product.
By doing so, you will be able to make the content more persuasive and effective in conveying your message.
Step 4: Concluding with text leading readers to take action
As soon as the reader comprehends and believes in the product, let's add a call to action with "Better to act than to be moved" at the end of this piece. A URL link should also accompany it so that readers can explore further and make their payment without hesitation or delay. This pivotal sentence will guide them into taking immediate action while aiding them in making an informed choice efficiently.
1/ Price Anchoring
Have you ever stepped into a clothing store, only to be persuaded towards more expensive fashion items? The shopkeeper might then direct your attention to similar models on sale for less money. Though initially tempted by the cheaper price tag, it's likely that you'd feel these discounts weren't really worth it either way. That is what we call an anchor effect - if we first see something highly priced and then find its match in a promotional model, this latter seems much better value than if viewed independently.
2/ Calculate Value
Not everyone is capable of doing the math, so copywriters must do it for their readers. The equation is simple: product value > product price! A $400 course may appear pricey at first glance, yet what if you are informed that this works out to be merely one dollar per day or a single item of clothing less? Suddenly the cost makes sense. Similarly, "Buying this appliance will save you X kWh each day and $XXX every year!" Thinking on behalf of your reader by providing them with reasonable facts can persuade them to purchase immediately!
3/ Provide Justification
Shopping can bring up feelings of guilt but try to remind yourself that buying electronics will make life more efficient, new clothes are essential for daily interactions in society and a course is an investment into self-improvement. Help the reader find their own reasoning so they feel confident about placing orders with you and trust it's not just an impulse purchase. Eliminate any doubt by providing them legitimate reasons why your product or service could be beneficial!
4/ Limited Time Offer
The public usually believes that "scarce is good". With an alluring copy, featuring a limited time slogan can instill worry in the reader and eliminate any remaining hesitation. Hunger marketing or pre-purchase of goods actually follow this principle - so don't delay, act now!
Conclusion
Have you learned the four steps for writing a profitable article? With this accessible and comprehensive guide, anyone can create captivating content that will engage readers! If you're serious about excelling in online marketing, then why not stay informed on our news by following us on Instagram or liking our Facebook page?
一篇好的文案能重點帶出商品的優點以及想傳遞給顧客的觀念，從最底層、最實際的角度出發，寫出一套真正有效並且讓客人立刻付款的文章。
今天，Mediastudio教你四個簡單步驟寫出一篇好文案，分別是：
- 消費者研究
- 吸引眼球嘅標題
- 贏得客戶信任的內文
- 引導讀者行動的結尾
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Step 1：消費者研究
首先，你需要了解你的目標對象。無論是在寫銷售文章、新聞稿或是社交媒體的内容，文案是為目標對象而寫的，因此要把目光放在他們的身上。
然後，嘗試代入目標對象的角色，思考「目標對象可透過產品或服務解決什麽問題呢」、「產品爲目標對象帶來什麽好處？」以及「假如我是消費者，我會想了解什麽内容？」，以此為出發點，規劃出你的寫作方向。
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Step 2：吸引眼球嘅標題
你知道嗎？讀者閲讀文案時，通常會先留意標題。假如你的標題不吸引，即使內文再有說服力、產品再厲害，都沒有機會接觸到目標對象。想引起他們的好奇心，標題一定需要精簡，帶出有價值的重點，才能引起注意力，我們一起看看以下5個標題角度啦！
1/ 新聞社論
給人感覺專業的新聞報道式標題，連繫城中熱話與權威機構，能讓讀者產生一探究竟的慾望，例子：「Google 2018年新發明，喝了這杯包含油脂的咖啡，居然能減肥？！」這個標題來自於某防彈咖啡的廣告。我們先不探討其真確性，但是“Google”和“2018”這兩個字眼，是否能讓你增加對產品興趣呢？
2/ 好友對話
使用第二人稱“你”與讀者對話能拉近你們之間的距離，同時用口語和驚嘆詞來帶動他們的情緒，例如：「恭喜你！在25歲前看到了這篇最可信的眼霜真人實測！！」。句子中「恭喜你」和「最可信」，再加上兩個驚嘆號，是不是有種好友與你推介和分享的感覺呢？
3/ 實用錦囊
在標題中用一句話概括出讀者的痛點，然後直接給予解決方法。痛點的意思是目標對象正在困擾的問題。例如：「天天做運動仍然瘦不下來？今天教你三招輕鬆減脂！」對大部分懶人而言，運動瘦身是一件痛苦的事，當發現有相對輕鬆的方法，不管它是真還是假都吸引人點進去看一看。
4/ 驚喜優惠
比如每年的購物季，雖然大家都知道商店的價錢是先漲後降，但當看到「存貨緊張」「限時限量的大幅優惠」，往往都忍不住手，守在購物網站前貢獻自己的金錢。因此，吸引眼球的驚喜優惠，這招是絕對不會失敗的。
5/ 標題反轉
所訂立的標題帶給讀者反轉的感覺，例如「以前……，現在……，原因竟然是……？」，而另一種就是創業的故事，如「名校畢業生賣豬肉」這樣的反轉標題，能勾起讀者的興趣和好奇心，希望了解更多。
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Step 3：贏得客戶信任的內文
1/ 增强情感
相比列出一大篇資訊和數據資料，透過講故事的形式，能讓消費者更容易理解。例如「使用嚴選產地的大豆」能改寫成「營養師極度推薦 - 拜訪超過 300 間農家嚴選的一級大豆」來吸引人，更能增加親切感。
2/ 明確告訴讀者好處
具體地針對目標讀者的需求，直接告訴他們購買產品或使用服務能獲得什麼好處，呈現產品的功用，讓他們覺得「啊！這就是我需要的東西」。
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Step 4：引導讀者行動的結尾
當讀者充分了解和信任產品後，在文中的最後部分加入一句「心動不如行動」，並且加入URL Link，引導讀者不用再考慮，直接按進去進行付款。所以，文案的最後一步，需要以一句行動句，引導目標對象馬上下單，幫助讀者做出決策。
1/ 定錨效應
不知道你有沒有這樣的經歷，當你走進一家服裝店後，店員向你推銷貴價的流行款，你可能會有些心動，但又會感覺價格太貴，於是店員再向你推薦差不多款式的促銷款。當你一看到價格比前者便宜一大半，便會高興地付款。但若果是平時的你，可能連促銷款都會覺得不值。因此，先看看貴的產品，再看看較便宜的，便會顯得更超值，這就是最簡單的價格錨點。
2/ 計算價錢
雖然每個客人都懂得計算，但文案也需要主動替讀者計算，而帶出的結果只有一個：產品價值>產品價格。一個四百元的課程，看起來很貴，但是若告訴你，平均每天只需花一元，或是買少一件衣服，便能享有全年學習課程的機會，你會發現這原來很有道理。相對的還有慳錢策略，「購買這個電器每天可省X度電，一年能慳下XXX元！」所以，替讀者思考，幫他們用合理的邏輯計算，得出最有價值的結果，是讓目標對象馬上付款的重要方法！
3/ 正當消費
當我們購物時，很容易產生内疚感。可能會反思買這個是不是太浪費了？我是不是應該把錢慳下來？在這個時候，我們需要給目標對象一個正當理由，幫助消除他的内疚感。一篇商品文案也是一樣，我們能標榜，購買電子產品不是為了享受，是為了效率；買新的衣服不是為了虛榮心，而是日常社交的需要；報讀課程不是一時衝動，而是為了自我的提升等等，幫助讀者找出正當的理由，讓讀者在下單過程變得輕鬆和不假思索~
4/ 限時限量
不論是饑餓營銷、商品預購，其實都是跟隨著這點。普遍大眾都相信“稀少的就是好的”。當文案具備足夠的吸引力後，展示限時限量的口號，能引起讀者的恐懼，從而打消最後一絲的猶豫，趕緊行動吧！
以上就是4個步驟教你寫出能賺錢的文章的整理，相信經過這個有系統的訓練，每個人都能寫出具有吸引力和令讀者行動的好文案！
Runner, singer, digital marketer, and entrepreneur. I'm always excited for the future!
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