如何让营销文案打动客户获得更多的点击

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那些比较好的营销文案,有哪些文案标准和逻辑呢?

一.站在客户的角度,打动自己才能打动客户。

当您写出一段营销文案的时候,请先把自己想象成一个要接收这条信息的客户,作为客户,你看到这条信息的时候会感兴趣还是直接略过,如果你觉得自己的感受不够客观,可以请同事来充当角色,一个让大家都惊奇或者感叹的文章首先要能打动自己,才能打动他人。

打动客户有哪几种方式,我们通过以下信息范例来告诉您。

案例1

“亲爱的 <买家昵称> ,你知道吗?XX品牌为什么能有这样的成绩:原创女装销量之首、旗下品牌6家……原因只有一个,那就是你!

【XX狂欢节】活动正式开启啦!活动期间全场1元起,5折封顶,折后再满减!有没有很心动?如此优惠怎能少了您的光临?那就猛戳下面的活动地址吧: 【XX天猫店铺活动页面短链】”

备注:

这段文案的内容将自己取得的成绩归功于客户,让客户感觉到一种归属感和成就感。

案例2

“亲爱的<买家昵称>,很抱歉,今天本来不想打扰您。可今天是狂欢节全场5折活动最后一天,精选XX品牌团,再过不到6个小时全店商品就要恢复原价了,今天分时段的1元秒杀仅剩最后1次机会了,我们真的不忍心让您错过。猛戳链接:【XX天猫店铺活动页面短链】”

备注:

在大促的最后一天,客户被各种促销信息轮番轰炸,已经审美疲劳甚至产生抗拒心理。这条文案完全站在客户的角度,一开头就以谦卑的口吻对客户表达歉意,这样就让客户放松了防备,很容易看得下去。

案例3

“最尊贵的 <买家昵称> 女王,我是您的御用XX女装旗舰店,我们正在参与天猫XX狂欢节,全场低至2折!各种国际范夏季连衣裙,各种明星时尚T恤套餐,活动期间全场69元活动期间全场6元包邮,买越多减越多,有没有很心动?那就猛戳下面的活动地址吧:【XX天猫店铺活动页面短链】!”

备注:

这条文案因为抓住了女性用户的心理,尊称客户为女王,试问哪个女客户看到这样的女王称号会不受用呢?

二.告知客户你是谁,增加品牌粘性

随着淘宝天猫京东互联网平台的成熟,客户可能并不仅仅是你一家店铺的客户,他可能一天之内都要接收到很多的营销信息,要让用户在收到营销消息的那一刻能够认出你,他才可能会有下一步的动作。

反面案例

“亲爱的 <买家昵称> ,距离大促最后4个小时啦,赶紧来抢啦,最后一波秒杀,在不抢就没啦!链接:XXXXXX

备注:

这条信息没有任何个性化可言,既没有店铺名称,文案内容也没有任何特色,只会让用户感到困惑。

三.提炼卖点和痛点,精准需求客户

提炼卖点是命中客户需求最核心的一步,应该是每个卖家的基本功。精准的意思,是我们针对不同的客户,需要提炼不同的卖点,命中他们的需求。卖点切忌模糊不清,不要跟你的目标客户说:“我们有优惠!”,而要告诉他们:“我们有什么样的优惠!”

案例1

“亲爱的 <买家昵称> ,今天是狂欢节最后一天了,29元沙滩裤明天恢复原价79元,活动结束明天所有商品回复原价,趁今天还不迟,赶快行动吧!更多优惠商品请点击:【XX天猫店铺活动页面短链】”

备注:

这条文案的发送对象是曾经咨询XX品牌店铺的的客户,命中客户的有两点,一是超低的价格,29元可以买一条品牌沙滩裤;二是非常应季,沙滩裤是夏季男士居家出游必备。

案例2

“亲爱的 <买家昵称>,本店XX狂欢节“女王节”大促盛典正式开启啦!活动期间全场满399减100,5折封顶,更有优惠券领取,有没有很心动?心动不如行动,详见:【XX天猫店铺活动页面短链】

备注:

这条文案只选取了两个卖点:满399减100和5折封顶。满399减100是当天满减优惠中的一项,也是相对门槛较高的一个优惠条件,这跟高消费客户分组的消费力是相对应的。

案例3

“亲爱的 <买家昵称> ,

温馨午后来XX品牌店铺狂欢节现场看看吧!3点整1元秒杀火热开始咯,抢到就是白拿,还在犹豫什么呢?、全场五折包邮封顶,特价清仓低至49元,更有百款精品连衣裙让您眼花缭乱。

心动就点【XX天猫店铺活动页面短链】”

备注:

大促第二天发放给曾经在店铺成交金额低于200元的客户的文案,文案突出了1元秒杀和49元特价这些极具诱惑力的字眼。成功抓住了成交金额较低的客户贪图优惠的心理,

四.营造促销气氛,活用网络语言

不要小看文案的力量,有画面感和现场感的文字,会让用户有身临其境的感觉,而生动活泼的网络语言,会让用户对你的营销活动和你的品牌有天然的亲切感。

案例1

“亲爱的 <买家昵称> 比拼心跳,比拼速度,比拼实力的时候了,一起见证9.9元秒杀的速度,大家一起来围观:【XX天猫店铺活动页面短链】更多特价商品,欢迎进店大扫荡,吹响战斗的号角…..”

备注:

该条文案通过“比拼”“心跳”“速度”“扫荡”“战斗号角”等字眼,成功地营造出一种秒杀低价的氛围。

案例2

“距离1元秒杀开场还有最后10分钟!【XX品牌欢乐购,掌柜暴走咯】全场1折起开抢,1元秒杀一天3场!各种低价无节操,恭迎陛下大驾光临哦~【XX天猫店铺活动页面短链】”

备注:

这条文案中,“低价无节操”“恭迎陛下大驾光临”都是比较诙谐幽默的网络用语,就算隔着电脑屏幕用户也能很快体会到这条文案所要表达的内容.

五.消除客户的购物障碍

对某些特定的消费者来说,你要学会在文案中消除对方的购买障碍。

案例1

“亲爱的 <买家昵称>,XX建材旗舰店店铺全场包邮抢购,低至1折,5折封顶,历史上售价最低。有木有心动?那就猛点这个地址吧:【XX天猫店铺活动页面短链】不会安装?不用担心,我们全场支持上门安装服务,无忧售后”

备注:

这条文案特意突出了上门安装,无忧售后的信息,有些客户可能都因为害怕安装麻烦或者其他售后问题而选择放弃购买,对于这部分客户,明确告知有特色服务,可以打消他们的购买疑虑。

总结

1.重视客户分组,提高促销及催付的转化。

2.重视文案编写,不同的活动利益点,不同的客户群组,都应该要有对应的文案内容。文案内容要灵活,要结合消费用户群的心理特征。过于死板、严肃的文案,可能并不适合。也许可以考虑奇葩、娱乐意味浓厚、及有互动元素的文案,文案不要给用户的感觉是赤裸裸的营销,至少我自己就很讨厌这一类消息。

3.客户文案促销的的运用,必须与店铺的运营计划结合起来,要考虑,首先商品优惠的配额是有限制的,其次客户接受次数是有限制的。

4.客户文案营销不仅仅只是CRM短信营销,结合现在流量的自媒体内容营销工具、EDM、微博、微信、今日头条、直播、抖音短视频,都可以进行尝试。

5.我们是在和客户做朋友,请不要赤裸裸的打扰他们。


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