There is traffic but no conversion? How to write high-conversion notes on Xiaohongshu?

What is the key to running Xiaohongshu? Decision-making, rules, tools or project construction? In fact, if you want to build a product from scratch, you must write a good product note. This article will teach you how to start a systematic product note!

What is the core of Xiaohongshu operation? I used to think that it was rules, gameplay, matrix, tools, spotlight and other methods. But from the recent experience of accompanying projects, I have come to realize that the core ability of Xiaohongshu operation is to write good product notes, especially high-selling product notes.

1. What are product notes?

The core is to recommend products and services, and notes that can sell goods and get customer information are the core of Xiaohongshu. Collection and interactive notes can increase the weight of the account and reduce the cost of interaction.

From the stage of focusing on the competition, the cost of customer conversion is still high. After deeply accompanying 100+ customers, I found that the notes written around the product have the highest conversion rate. Although product notes are easily judged as marketing notes and have a small number of recommended displays, these 300-500 small eyes can still get conversions;

Product notes are not simply a list of selling points, like the Taobao details page, which lists every functional point. Instead, they need to have a sense of logic, practical content, and emotional value, so that users can read calmly, read and place orders according to our settings.

2. How to write good product notes?

How to write a good product note? I think it can be done in three steps: understanding the product - selling point conversion - Xiaohongshu operation writing.

1. Get to know the product in depth

Products are the basis for writing product notes. The gap between operations is the degree of understanding of the product. Only by understanding the product can you understand the user's pain points, know their concerns, and understand why users buy this product. The reason why 90% of the market operations fail is that they know too little about the product and it is difficult to write notes that impress users.

How to understand the product? Xue Lian compiled a product information table in "Commercial Copywriting". I copied it directly below. When the operation understands the product, you can use it directly. There are three main types of such tables.

The first point that the product manager focuses on, such as who the target users are, initial selling points, product requirements and prices;

The second product maker starts from the product itself, such as the origin, raw materials, craftsmanship and specific processes, which are the support points of the selling point;

The third point that users pay attention to is the selling point of the product, which is also the most common mistake made by brands. A note lists multiple selling points, and Xiaohongshu operators need to convert the selling points into buying points for users.

Figure: Xiaohongshu product summary table

The above are products. For private domain merchants who only provide services, you can ask yourself the following three questions: Who are my user groups? What is my core competitiveness? Why do users choose me?

2. Convert product selling points into buying points

After refining the product's selling points, the next step is to convert the product into a language that users can understand. This is the most critical step. Users have never heard of the ingredients and raw materials of many cosmetics, so how can they understand them? Converting selling points into buying points is a lifelong task for marketers. Here is a recommended method for writing copy: the FAB interest method;

Figure: FAB interest claims

The FAB method is to selectively and purposefully persuade customers by introducing products, advantages and benefits, and targeting customer needs and intentions. F refers to features or facts, that is, what are the characteristics and attributes of your products, that is, the sorting out of product characteristics; A is advantages, that is, what is the difference between you and your competitors;

B stands for customer benefits and value (Benefit), which refers to the benefits or usage experience brought to users by this advantage. For example, the popular Lemon Republic Fruit Note focuses on ingredients and no preservatives, and promotes the appetizer, greasiness, low calories and low benefits.

Figure: Interpretation of the copywriting of Lemon Republic's hit products

3. How to write on Xiaohongshu

How to write good product notes on Xiaohongshu mainly starts from the following four aspects:

1. Main Picture The core of the main picture should be attractive, beautiful/useful, and you should know what it is about after reading it.

2. Title : The title is not only responsible for stimulating users to click, but more importantly, it is necessary for the system to identify who you are writing to and what value it has. It should be closely related to the product and the crowd. If your product is sold to JK girls, you should write it in the title to stimulate users to click.

3. The main body copy should not deliberately exaggerate to make people feel that it is an advertisement and create resistance, but should be well-reasoned, stimulate users' desire to buy at the beginning, provide reasons for purchase, and provide purchase guides and purchase actions. If you have nothing to do and are browsing Xiaohongshu, you should browse more of these high-conversion product notes and study them carefully.

High conversion text notes

4. Emotional value Product notes are not just product introductions, they also need to have emotional value. Think of it like a good friend, explaining something from the other person's perspective. Adding emotional words to the title and text can make users feel that it is not a cold sales pitch.

Author: Jianghe Chats About Marketing

Source: WeChat public account "Jianghe Chat Marketing"