【Collection】21 writing tips from top copywriters

Are you still worried about not being able to write eye-catching copy? Are you still complaining that writing classes are too expensive? Then let's take a look at this article, which will help you get 120 points of copywriting ability without spending a penny.

Let me ask you a question: You have learned so many courses and spent a lot of money over the years, but how many of them can you use in your actual combat? I don’t mean to poke you, but think about it carefully, where is the problem? Don’t blame yourself, in fact, it ’s not your fault , I’m telling the truth!

I have to stand up and say something today, which may offend some people, but I still have to say it. I found that in many copywriting courses, simple things are made very complicated , with a lot of concepts or a lot of professional terms, which may make you feel that: Wow, the money I spent is really worth it!

But have you ever thought about what is the fundamental purpose of your course? Remember, you are not enrolling in a course to learn dry goods or indulge yourself, but to... solve problems!

As long as it can solve your problem, which one would you choose, 1 trick or 100 tricks? I don't need to tell you, so we must learn the ones that are super simple, can be used immediately after reading, and can help us solve the problem immediately, otherwise no matter how much you learn, it will be nonsense in the end.

Today I won’t preach, I will just give you 21 copywriting tips from master writers ! You can practice while reading, and most importantly, you don’t need to spend a penny.

1. How does a copywriter speak human language?

It is no exaggeration to say that 90% of people have made a mistake... the copywriter does not speak human language! You may be making this mistake. If you don't believe me, let me test you: How would you write a copywriter for a facial mask to replenish water? If you write it like this:

Hydration care, skin is clear and bright Intensive deep hydration, replenish water vitality Clear water vitality, cleansing and moisturizing

Sorry, this is a typical example of copywriters not speaking human language! If copywriters don’t speak human language, people won’t understand. If they don’t understand, will they buy it? Impossible!!!

Therefore, the most important thing about sales copywriting is... to make users understand! So how can you make your copywriter speak human language? Here are three methods:

1. Speak in plain language

For example, for facial mask hydration, we can write

Use it at night, and when you wake up in the morning, your skin is not tight or flaky, but still feels soft and supple.

You see, although it is plain language, users can understand it as soon as they hear it, and the benefits are more obvious, that’s enough!

2. Have emotions

Copywriting without emotion is like a stagnant pool of water, and it is boring to read. On the contrary, once there is emotion, users will have emotional fluctuations when reading, so they will be more easily infected! For example, the emotion of anger :

Let those unprofitable copywriters die~

Or the emotion of fear :

I was so scared! A pimple almost disfigured me!

3. 1V1 chat

Only with one-on-one chats will users feel that you are talking to them and they will take you seriously! (Recall the group messages flying around during the Chinese New Year. Why didn’t you reply? This is the reason.)

How can you have a 1v1 chat? Here is a little trick: Use "you" more often . Yes, it's that simple! For example, the following two sentences

1) What should I do if my child doesn’t like to study?
2) What should you do if your child doesn’t like to study?

Obviously, when the user hears the second sentence, he will feel that you are talking to him one-on-one at this moment, so he will listen carefully to what you say because he feels it is related to him!

2. Take advantage of human laziness to write copy!

Laziness is human nature and a primitive need! If you think about it carefully, many technological advances are due to the needs of lazy people , such as "washing machines, online shopping, takeout, mobile payment, sweeping robots..." But then again, how can we use the "laziness" in human nature in copywriting? Here are a few writing formulas for you, remember them!

1. Shorter time + amazing effect

For example, for weight loss products, you could write:

1 sachet a day, lose 3 catties in 10 days

Or if you are selling copywriting courses, you can write:

In 40 minutes, we will teach you how to write copy and get paid!

2. 1 product effect = multiple other product effects

For example, for vitamin tablets, you might write:

1 capsule a day is equivalent to 3 large bowls of vegetables and 5 apples!

Or if you’re selling deodorant socks, you could write something like this:

1 pair of xx anti-odor socks, no smelly feet during a 7-day business trip!

3. Easier + Amazing Results

For example, for a tanning cream, you can write the copy like this:

Just apply it when you go out, and you will look stunning without makeup!

For example, for a smartphone, you can write:

No need to edit photos, every photo you take will turn out to be a postcard!

3. Take advantage of human nature to write copy!

Everyone loves to get a bargain! Why is live streaming so popular? It’s useless to talk about other things, such as the trend or the traffic on the platform... Isn’t it still cheap in essence? Therefore, if your copy can stimulate the user’s desire to get a bargain, he will have the desire to buy. Here are 4 ways to teach you:

1. Tell users that they can buy high-value products at a low price

Example: Juicer

Spend 298 yuan and enjoy the same quality as the 598 yuan juicer on the market

Example: Hot pot

What can you do with 80 yuan?
Eat an authentic hot pot worth 300 yuan

2. Tell users that we have a lower price for the same value

Example: Paper towels

The same type of paper towels are 99 yuan a pack in the supermarket, but 49 yuan in the live studio today!

3. Tell users that the daily cost is low

Example: Paid Community

For less than 2 yuan a day, which is not enough to buy a bottle of water, you can communicate with 100+ copywriting experts for a whole year!

Example: Dishwasher

Only 1.5 yuan a day, find an "auntie" to help you wash dishes for 5 years!

4. Give users a sense of instant gain

For example, the following sets of copywriting all express the same meaning, but the two statements give users completely different feelings of gain. If you don’t believe it, take a look at the first set:

× Order today and enjoy 50% off
√Order today, buy one get one free

Group 2:

× Order today and enjoy 20% off
√ Place an order today and get 20% back immediately

Group 3:

× Free gift of a set of kitchenware worth 200 yuan for purchases over 500 yuan
√ Spend 500 yuan, +1 yuan to exchange for a set of kitchenware worth 200 yuan

Group 4:

× 7 days free return and exchange
√ 7-day free trial

4. How to solve the problem of copywriting homogeneity?

I once said that product homogeneity is not your fault, but... copywriting homogeneity is! However, there are too many similar products now, how can we avoid copywriting homogeneity?

The core secret is... to tap into the three needs of users! What are the three needs? They are:

1. Functional level

This level of demand is the easiest to think of, such as moisturizing masks, delicious snacks, and beautiful clothes. These are generally the most intuitive functions of a product! The reason why copywriting is homogenized is that many people only write about this level!

2. Psychological level

What is the psychological layer? You can understand it as the difference between spiritual civilization and material civilization. The functional layer corresponds to material needs, and the psychological layer corresponds to the spiritual level. For example, girls love beauty, parents hope their children are smart, and they hope to gain recognition from people around them... These are all psychological needs!

3. Values

This demand has a higher dimension, influencing the target users through values. Generally, big brands like to use this trick, such as Anta's "Never stop", Dongpeng Special Drink's "Young people should stay awake and fight", Keep's "Self-discipline gives me freedom" ... However, knowing these three needs is not enough. How to write them specifically? In order to make you understand more intuitively, I will give you an example.

1. Love Course

1) Explore functional requirements

100 Love Talks to Directly Set

2) Explore psychological needs

Say goodbye to awkward conversations with the girl you like

3) Explore value-based needs

Men who are not good at talking deserve more love!

2. Razor

1) Functional layer requirements

Double ring veneer, comfortable feeling

2) Psychological needs

My boyfriend who never posts on Moments actually posts on Moments

3) Value-based needs

The gift doesn’t need to be the most expensive, but it needs to be heartfelt.

Did you see it? When we write copy, we should not only focus on the functional level, but also discover the psychological level and the needs of the value level. Only by looking at multiple angles can we avoid homogeneity!

5. Use human nature to “seek profit and avoid harm” when writing copy!

Human nature is to seek benefits and avoid harm! This directly determines that people only care about things that are good for themselves or help them avoid pain! So if you want to write attractive product copy, the first step is to forget the product itself and think more about:

1. What benefits can my product bring to users?
2. What pain can my product help users avoid?

This is the most important change in your thinking when learning copywriting.

1. Copywriting Course

1) Self-congratulatory copywriting

× The copywriting course is very practical

2) Benefit-oriented copywriting

√ For students with no basic knowledge, the fastest way to earn back tuition fees is 60 minutes

3) Painful copywriting

√ Say goodbye to writing copy which is like "difficult childbirth", you can do it when you hear it, but fail when you write it!

2. Range hood

1) Self-congratulatory copywriting

× 5 times stronger suction

2) Benefit-oriented copywriting

√ Fried chili peppers won’t irritate your nose!

3) Painful copywriting

√Data shows: Among non-smoking female lung cancer patients, more than 60% are exposed to kitchen fumes for a long time!

3. Facial Mask

1) Self-congratulatory copywriting

× Strong moisturizing and water locking

2) Benefit-oriented copywriting

√ Your face will be soft and plump all day long, and you feel like you can squeeze water out of it

3) Painful copywriting

√Is your face dry, tight, and flaky every morning?

4. Slimming tea

Self-entertainment copywriting

× One cup a day, easy weight loss

Interest-based copywriting

√ Drink one cup a day and you will lose weight even when you sleep

Painful copywriting

√You put on a beautiful dress and excitedly asked your husband how it looked. He replied coldly: Whatever you wear looks the same!

6. Write out the “sense of scene”!

When users read the copy with scenarios, pictures will immediately appear in their minds, just like "playing a movie"! In this way, the benefits of your product can be more specific, and users can more easily perceive them and feel that they need your product. On the contrary, if you simply state the advantages of the product, it will be just cold words to users, and they will not feel anything.

So it’s useless if you think your product is good. You have to make users think your product is good , and writing a sense of scene is a killer weapon!

1. Fruit

No scene copywriting

× The fruits in our house are sweet and delicious

There are scene copywriting

√ Take a bite and your mouth will be filled with sweet juice! Then it slides down your throat and flows into your stomach.

2. Facial Mask

No scene copywriting style

× The essence is very sufficient

There are scene copywriting

√After use, you can squeeze out the essence, the kind that can even drip out!

3. Toothpaste

No scene copywriting

× Make your breath fresh after brushing

There are scene copywriting

√ After brushing, exhale and your mouth will be filled with minty scent, cool and refreshing all day long!

7. Use more verbs!

Using verbs to write copy will bring a sense of picture, and users will find it more vivid when reading! Copywriting experts are experts in using verbs, and even... they have their own verb libraries! So, starting today, you should also collect your own verb library, and slowly you will find that the copy you write seems to be alive.

1. To describe sadness

No verbs needed

× She is very sad

Use verbs

√She covered her mouth, sobbing sound came out, and her shoulders trembled !

2. Facial Cleansing Device

No verbs needed

× 1 minute, clean the dirt deep inside the pores!

Use verbs

√ 1 minute, shake out the dirt in the pores!

3. Neck protector

No verbs needed

× Do you often feel neck pain and unable to move after sitting in front of the computer for a long time?

Use verbs

√ When you sit in front of the computer for a long time, does your neck often feel “ locked ” and unable to move?

4. Speech training

No verbs needed

× 3 ways to deal with forgetting your words when giving a speech!

Use verbs

√ 3 ways to save you from forgetting your words when giving a speech!

8. How to write promotional copy?

When writing promotional copy, don’t just tell users: how much discount is today, how much is the original price, how much is the current price, what discounts can be enjoyed ! Doing this for a long time will make people think that the product is cheap , and secondly, it will make users think that you are deliberately playing tricks!

How to do it? You should add a "reason" in front of the promotional copy to explain why such a discount is available. This is very important! Here are a few examples for you to understand!

1. Clothing promotion

No reason given

× All clothes are 40% off today

Add reason

√Today is our 6th anniversary. Once a year, all clothes are 40% off!

2. Snack promotion

No reason given

× Snacks are 10 yuan for 10 bags, pick whatever you like!

Add reason

√Supermarket ’s near-expiry snacks, half-price sale and half-free, 10 bags for 10 yuan, pick whatever you like!

3. Book Promotion

No reason given

× Pick any 3 books for 10 yuan!

Add reason

√The bookstore is closed, it would be a pity to throw it away, pick any 3 books for 10 yuan!

9. How to write a copy that will catch people’s attention?

Do you have this feeling that when you read the copywriting of a master, your emotions are naturally aroused, and you want to read more and more? In fact, one of the core secrets they use is: eye-catching words!

What are eye-catching words? They are words that will make the user's pupils dilate and their brains excited ! Experts have an eye-catching word bank. As long as your copy has these words, it will instantly catch people's attention! Isn't it super cool? In fact, it is not difficult to use eye-catching words well. To help you understand, I will give you a few examples below. Read them carefully!

01

No eyeball words

× 3 writing skills from copywriting experts

Add eye-catching words ( do it, don’t say it, a great trick )

√ Three tricks that copywriting masters use without saying anything

02

No eyeball words

× A copywriting framework shared with you for free

Add eyeball words ( flash profit )

√ A set of copywriting frameworks for making money is shared with you for free

03

No eyeball words

× A private chat sales pitch

Add eyeball words ( explosive orders )

√ A private chat script to boost sales

04

No eyeball words

× 6 must-have software for Mac

Add eyeball words ( treasure )

√ 6 must-have treasure software for Mac computers

05

No eyeball words

× 3 face-slimming techniques used by celebrities

Add eyeball words ( prescription )

√ 3 "secret recipes" for face slimming used by celebrities

10. Change adjectives into numbers

Adjectives are vague and difficult for users to perceive when used to convey the benefits of a product. But numbers are different. Numbers are clear and people are naturally more sensitive to numbers. So, when you want to use adjectives to describe the benefits of a product, ask yourself if you can use numbers instead. To help you understand, here are a few examples:

1. Scarf

Use adjectives

× Scarf has enough fluff

Change adjectives to numbers

√ The wool of 5 yaks is just enough to knit a scarf

2. Steamed Buns

Use adjectives

× The buns are filling enough

Change adjectives to numbers

√ 100g buns, 90g stuffing

3. Takeaway

Use adjectives

× Fast food delivery

Change adjectives to numbers

√ Delivered within 30 minutes

4. Courses

Use adjectives

× Good course feedback

Change adjectives to numbers

√ 70% of students repeat the course more than 3 times

11. How to write a copy that conveys a sense of sincerity?

Without further ado, I will give you a writing formula. If you follow this formula, your copy will be naturally sincere. This formula is - "uncertainty + certainty"

The core of this writing formula is: Don’t be too confident , so that users will feel more sincere! The more you exaggerate, the more users will worry about whether it is really as good as you say! At this time, if we don’t say too much, users will think you are telling the truth, which makes you more credible and reliable! If you don’t believe me, let me give you a few examples:

1. Power Bank

Speaking of charging, I don’t know if it can last for 6 months. Anyway, I have been using it for almost 2 months and it is still fully charged!

2. Eye mask

It can’t make you instantly rejuvenated, but it can... make the wrinkles around your eyes fade away every day!

3. Facial massager

We can't make you white directly, but we can make your face absorb whitening factors!

4. Whitening Essence

I admit that it may not be... the most powerful whitening essence! But it will be... the most cost-effective one you have ever used!

12. The product is relatively expensive, how should I write the copy?

The core secret: settle the accounts!

When products are expensive, copywriters must learn to calculate the cost for users, so that users will pay attention not to always focus on the price itself, and they may even feel that it is a great value! When I buy clothes, I like to hypnotize myself and calculate the cost in my mind. Hahaha, I think it’s just a piece of clothing, it’s not worth it.

But after thinking about it carefully, branded clothes are more expensive, but they are of good quality, can be worn for many years, and will not change shape, so it is worth it. This is the calculation! How to write it in the copy, and from which aspects can you calculate the account? Let me give you an example:

1. Tell users an amortized cost

Amortized cost = product price ÷ usage period

This has been mentioned in the previous example. Let’s talk about it again. If we talk about the price directly, users may think it is expensive, but a lower average cost is relatively easier to accept. For example: a copywriting community, 1,000 yuan/year

For less than 3 yuan a day, without even a cup of milk tea, you can communicate with more than 100 copywriting experts for a whole year!

2. Tell users that they have saved money

Tell users that by using our product, they can save other unnecessary costs. This way, users can calculate and find that buying your product is quite cost-effective.

There are so many clothes in your closet, but none of them show your temperament? Spend 699 yuan to learn how to dress, save a few thousand yuan every year, and dress like a star!

3. Tell users that using the product for a longer period of time is more cost-effective

Tell users that our products are of good quality and have a longer lifespan than other products. They do not need to be replaced for a long time. This way, users will feel that they have made a profit. For example: a sofa costs 3,999 yuan.

The most important thing about a sofa is the spring hardware inside. Other sofas will have a big dent after one year of use, and you may need to replace them every two years. Not only is it ugly, but it is also a waste of money! Although our sofas are more expensive, the core components inside are made of more solid materials. You can sit on them for 4-5 years without any dents or deformation, and you will be comfortable every day in the future!

4. Tell users that it can save them time

Tell users that after using our products, they can save a lot of time and do more meaningful things. After all, time is the most expensive. Example: A dishwasher

It saves you 30 minutes a day, which is 10,950 minutes a year. Why not use it to spend time with your children?

13. How to write an attractive selling point?

Core secret: FAB rule! Anyone who has worked in sales must be familiar with the FAB rule!

F stands for : What are the characteristics of the product itself?

A stands for : What is the function or advantage of the characteristic?

B represents : What benefits and advantages does it bring to users?

Therefore, when we describe the selling point of a product, in addition to introducing the previous F and A, we must focus on describing B, that is, the benefit layer , which is what users really care about. Because people don’t care about your product, they only care about their own interests! Next, I will teach you... how to use the FAB rule to write attractive selling points!

1. Time management course

F-layer

× Product Advantages 321 Efficient Working Method

A-layer

× Increase your work efficiency by 3 times

B-tier

√You work 1 hour, which is equivalent to others working 3 hours

2. Mobile phone processor

F-layer

× Qualcomm Snapdragon 801 processor

A-layer

× Make your phone run more smoothly

B-tier

√ Play King of Glory smoothly without lag

3. Shirt

F-layer

× 100% Xinjiang long-staple cotton

A-layer

× Make your clothes more wrinkle-resistant

B-tier

√ Pick it up after washing, it is just like it was just ironed

4. Facial Massager

F-layer

× High frequency vibration massage

A-layer

× Penetrate the mask nutrients deep into the skin

B-tier

√After use, the mask's moisturizing and water-locking effect is increased by 3 times

14. How to write a vivid copy?

Core secret: For example , many times, the reason why your copywriting doesn’t make any sense to others is because users don’t understand your words. When Steve Jobs introduced the iPod, he used a very vivid analogy: putting 1,000 songs in your pocket! This is easy to understand! The benefits are obvious.

Then you might say, I think the copy I wrote is easy to understand. No, in the world of copywriting, “I think” is prohibited, we should use “users think”.

So how can you write a vivid copy so that users can understand it as soon as they hear it and have a picture in their mind? The best way is to use metaphors, such as the following examples:

1. Describe bad breath

Don’t use metaphors

× Do you have bad breath?

Use metaphors

√Do you have terrible bad breath, as if there’s a sewer stuck in your throat?

2. Describe the facial cleanser

Don’t use metaphors

× Super fine foam

Use metaphors

√The foam is super fine, just like a milkshake!

3. Describe dysmenorrhea

Don’t use metaphors

× Did you have lower abdominal pain during those days?

Use metaphors

√Did you have lower abdominal pain during those few days, feeling like being pricked by needles all day long?

4. Describe the mattress

Don’t use metaphors

× It is very soft to lie on

Use metaphors

√It is very soft to lie on, just like sleeping on cotton!

5. Describing obesity

Don’t use metaphors

× My waist is full of fat

Use metaphors

√ The waist is full of fat, like wearing two swimming rings

6. Describe the mask

Don’t use metaphors

× My face feels smooth and tender after using it

Use metaphors

√ Your face will feel smooth and tender after use, just like baby skin!

Have you discovered? Whether you are describing user pain points or product selling points , you can use metaphors. After using metaphors, the pain points will be more heartbreaking, the selling points will be more attractive, and more importantly, the copy will be alive, vivid and easy to understand! Let me repeat, the first criterion for good copywriting is that users can understand it . Without this, everything else is nonsense!

15. How to write an eye-catching opening copy?

If the copy doesn’t catch people’s attention at the beginning, it’s basically useless! No matter how good the content is, users won’t be able to see it because they have already closed your copy! You can recall that when you were watching Douyin, if the beginning didn’t attract you, do you think you would stop?

Therefore, sales copywriting must be able to grab people's attention within 3 seconds! How to write it specifically? Here are 3 methods:

1. Create a “why?” feeling

Short video training

Why do you shoot so many videos, but the number of views is always stuck in the single digit? The culprit is this...

Copywriting Course

I am so angry that I want to slap my students twice...

2. Create a “What the hell?” feeling

Weight Loss Products

How to lose 3 pounds easily in 10 days? Let me tell you how she did it...

Bags

What to do if you are worried about fakes when buying bags? No need to spend money on identification, just look at one parameter

3. Create an “impossible” feeling

tea

He has only 200 friends on WeChat, but he made 5 million from selling tea last year!

Weight Loss Products

She lost 5 catties in 30 days, but she regretted it so much...

16. Use “numbers + visualization” to write selling points!

9 out of 10 teachers will probably tell you to use more numbers in your copywriting! This can make the benefits of the product selling point more specific, but I want to tell you that just using numbers is not enough, no, it is far from enough!

You also need to make the numbers visual , so that the benefits of the product will play a movie in the user's mind, with a more vivid picture. So how to use the "number + visualization" technique? Let me give you an example:

1. Car leather seat cushion

Only numbers

× Made from 8 British cow hides

Use "Digital + Visualization"

√ Made from 8 British cow hides, enough to make 1,280 pairs of moccasins

2. Dental Implant Surgery

Only numbers

× Only 8 minutes

Use "Digital + Visualization"

√ It's only 8 minutes long, and it ends after listening to 2 songs

3. Decoration Company

Only numbers

× 98% favorable review rate

Use "Digital + Visualization"

√ 98% favorable reviews, 30% higher than the industry average

4. A software

Only numbers

× Market share 75%

Use "Digital + Visualization"

√ Market share is 75%, which means 3 out of 4 people are using it

Did you notice? When we use numbers to describe the selling points of a product, don’t forget to explain the numbers afterwards, such as: “equivalent to…”, “exceed…”, “similar to…”

In this way, users can understand the numbers more concretely and better perceive the benefits of the product.

17. Don’t maliciously belittle your opponent!

Maliciously disparaging your opponents in your copy will only make users think that you are narrow-minded!

So the question is, if we want to write a copy that highlights the advantages of our products and exposes the shortcomings of our competitors' products, how should we write the copy? It's very simple, just state your feelings objectively! How to write it specifically? I'll share a sentence pattern with you: "It is not/not like..., but..., just like..."

Let me give you an example:

1. A certain ginger tea

What makes me happy is that it is not like other ginger teas that have a strong herbal smell that is hard to swallow. Instead, it has a slightly sweet taste, just like drinking a delicious drink.

2. A certain fragrance

It is not as strong as some perfumes, but light, elegant and lingering. Only when you get close to it can every inch of your skin emit a natural fragrance, just like the body fragrance that belongs to you, natural, pure and seductive.

3. Wire-free bras

It is not like ordinary underwire-free bras that have an obvious foreign body feeling and are "weak", easily deformed, and start to climb up after a few movements. Instead, you don't feel restrained at all, just like being wrapped in a ball of comfortable cotton. It feels very gentle. What's more amazing is that it won't climb up when you raise your hands, and it won't move your chest at all.

4. Beef Jerky

It is not like the ordinary beef jerky we buy, which is dry and hard, and has additives. After eating a few more, not only will your teeth hurt, but you will also feel thirsty. Instead, it has a slightly moist texture. When you chew slowly, the fresh aroma of the beef gushes out like spring water, which stimulates your saliva. You can't stop eating with the pure freshness of the beef.

18. The core secret of sincere copywriting!

The key is to give sincere advice. Although the ultimate goal of the copywriting is to close a deal, you cannot let the user feel that you only want to make money from him!

On the contrary, you should stand in the perspective of a friend in your copywriting and give sincere purchase suggestions to make the user feel that you are doing this for his own good, such as:

1. Is the product suitable for the user?
2. Which one is the best to choose?
3. How much is best to buy at one time?
4. …

1. Facial mask

It is not recommended that you buy so much at the beginning. You can buy less first or use the sample we give you after receiving the goods. If you find it useful, you can buy more next time. It is not too late.

2. Copywriting class

If you used to write copy without any idea and it was messy,
No systems thinking!
I recommend you to take this course!
But...if you study today,
The mentality of becoming a copywriter tomorrow,
to be honest,
This course is not for you, don't waste your money!

19. How to write traffic-generating copy?

The core secret: Leave a curiosity hook, that is, release a curiosity hook at the end of your lead generation copy.

Remember, this hook must be something that the user desires to get , so as to arouse the user's curiosity. Only curiosity will drive him to add you. Here is an example for you:

01

To sell your product, you must do the following three things:
1. Value packaging, a deal proposition that users cannot refuse
2. Gain the trust of users, because without trust, there will be no transaction
3. Stimulate the user's sense of urgency and make him take action immediately

02

To sell your product, you must do the following three things:
1. Value packaging, a deal proposition that users cannot refuse
2. Gain the trust of users, because without trust, there will be no transaction
3. This is the most important point, and its power is huge, exceeding the previous two points combined.

Did you notice the difference between the two paragraphs? In the first paragraph, did I disclose all three steps to sell the product? This way, users will know everything, and they will lose their curiosity and desire to add you.

However, in the second paragraph of the lead generation copy, did I only tell users the first two steps to sell the product? I didn’t mention the third most important step, and I hid it! This will immediately ignite the user’s curiosity, and they will want to know what the most important third step is. I must know, and in the end, I will be unable to resist adding you! Do you understand?

20. How to create a reading hook for your copy?

Let me ask you a question: Now look at the copy you wrote. Can you read it smoothly from beginning to end? In other words, after reading the previous sentence, can you not wait and immediately have the urge to read the next sentence? No, right? Why? It's not that your writing is bad, but that there is no reading hook in your copy ! What does it mean? Let me give you an example:

1. No Hooks

If you have ever used this phone to take photos, you will know its power!
Any shot you take can rival the masterpieces of SLR masters!
It also has its own AI chip that can automatically identify modes and adjust parameters according to the environment. There is no need to set a lot of parameters like a SLR.
Regarding the automatic adjustment function of the AI ​​chip, if you take pictures of people, it will automatically switch to the beauty mode; if you take pictures of flowers and plants, it will switch to the green plant mode; if you take pictures of night scenes, it will automatically switch to the super night scene mode!

Do you feel sleepy when reading this copy? Is it getting more and more boring the more you read? To be honest, I feel the same way! Hahaha, so what should I do? I just need to make some simple changes, and I guarantee that you will be able to read it smoothly and not feel sleepy. Take a look at the modified version below.

2. Set up hooks

If you have ever used this phone to take photos, you will know its power!
What power does it have?
Any shot you take can rival the masterpieces of SLR masters!
Are you worried that you need to set as many parameters as a SLR?
No need at all! Because it has its own AI chip, it will automatically identify the mode and adjust the parameters according to the environment!
So, what is AI chip automatic adjustment?
To put it bluntly, if you take pictures of people, it will automatically switch to beauty mode; if you take pictures of flowers and plants, it will switch to green plant mode; if you take pictures of night scenes, it will automatically switch to super night scene mode!

How is it? Did you feel like you finished reading it without realizing it? Did you find out? The hook of the copywriting in the above example is: self-questioning and self-answering! By using the question-and-answer method, your brain is always thinking, so it will keep thinking. After reading the previous sentence, you will immediately want to read the next sentence, and you will not fall asleep! So, starting today, you might as well use this technique in your copywriting!

21. Don’t brag about your advantages, write about the results!

What does it mean? Every time you describe the advantages of your product, you should instinctively think: What results will it bring if my product advantages are established? Then, based on this result, you can organize the copywriting, which will become more attractive. If you can master this thinking, you will be a copywriting master! Let me give you an example:

1. Copywriting Course

Blowing Advantages

× Let you easily collect money

Write results

√ One copywriting earns you one month's salary

2. Health Products

Blowing Advantages

× Make you healthier

Write results

√ Go to the hospital less often each year

3. Skin care products

Blowing Advantages

× Younger skin

Write results

√ Age 30, skin 20

4. Thermos cup

Blowing Advantages

× Built-in 360° silicone insulation ring

Write results

√ The water you fill in the morning is too hot to drink at night

Conclusion

Now it's your turn, use it right away. If you don't, no matter how good the method is, it will be useless to you ! I sincerely hope that I can really help you, and I am looking forward to your good news!

Author: He Yang, WeChat public account: He Yang Talks about Copywriting