家居电商产品文案怎么写更快卖货

469

最近在翻家居杂志,发现家居类稿件都有一个通病——辞藻华丽,华而不实。

360°讲舒适谈精致,一句话至少3个形容词,文字很美语感畅快,却似乎有什么不对。

比如这句:“XXX客餐系列家具,以梵高的画作为主要灵感。从艺术出发,将匠心时光雕工艺与木质粗野的纹理相融合,使家具表面的肌理感与文森特·梵高画作的笔触呈现异曲同工之妙,在家居生活中流露艺术美感、营造艺术氛围。”怎么说呢,官方自嗨最为致命!

自嗨型文案,也称“X型文案”,是99%文案的通病。

这也是很多文案尽管工作了三五年,他的出品仍然被甲方被老板要求加班加点反复修改的原因所在。

如果你也有类似苦恼,在吐槽甲方的苛刻要求和老板的奇葩龟毛之前,不妨回想一下,你是怎么开始写文案的?

你可能在早上10点或11点,接到临时的工作单——为新出的家居新品,写一句banner主广告语或者一段产品简介。

家居电商产品文案,怎么写更卖货?


看起来小菜一碟,写起来绞尽脑汁。

你把工作单看了又看,去了5次洗手间,在露台抽了2根烟,逛了6个家居网站,翻了近2年的戛纳获奖作品……word写了改改了删来来回回几十次,直到下午3点,文档还是一片空白。

你发愁,你苦闷,你叹气,为什么就没办法很快地写出让自己让老板让客户满意的文案,为什么缪斯女神迟迟不来,为什么好不容易写好了自认为不错的文案结果数据表现却平平?因为写文案本来就不是一件容易的事,特别是家居文案。要知道,所有的文案都和你一样,都曾经或者正在为了一句文案想到头秃。

优秀的产品文案案例很多,优秀的家居产品文案却很少。很多同行喜欢用各种理论包装文案的写作方法,又是AIDA等四大说服技巧,又是用户洞察用户思维用户分析,这些全都对、却缺乏一定实操性,不够。简单来说,就是看了都会一写全废,没啥卵用。

家居电商产品文案,怎么写更卖货?


今天我就献丑,简单教一招,让你脑洞打开。

在公开相关写作公式之前,我们先来复习下用户的21种购买理由

1为了被喜欢;2为了被感谢;3为了做正确的选择;4为了感激自己很重要;5为了与众不同;6为了赚钱;7为了省钱;8为了省时间;9为了健康;10为了变得更吸引人;11为了变得更性感;12为了得到知识;13为了得到乐趣;14为了得到快乐;15为了满足好奇心;16为了让工作更轻松;17为了得到保障;18为了舒适;19为了方便;20出于恐惧、出于贪心;21出于罪恶感。

你第一感觉看到的是18,可能会觉得“家居嘛还不是为了舒适”。的确,“为了舒适”是大部分用户购买家居用品的首要原因,但思维不妨打开一些:为了看到孩子的笑容,妈妈可能会买一张小猪佩奇的儿童沙发,这就是“1为了被喜欢”;同样是为了被喜欢,妻子可能会买一张更符合人体工学的方便丈夫画设计稿赚外快的椅子;而丈夫则可能为了让妻子夸自己贴心,买一个自带补光灯的化妆镜、尽管他错选了妻子最讨厌的粉色。

家居电商产品文案,怎么写更卖货?


 

发现没有,对象不同,同样的购买理由,也可以有不同的演绎。

文案不是教出来的,却是想出来的,今天我要介绍的是这个我自己研究出来的文案思维公式,它不一定能让你写出金句文案、百万文案,却能让你想出更卖货的文案。

Person+Point+Target,简称PPT。

Person人,即文案想要沟通的对象–目标用户。

Point卖点,即产品的主要卖点,不在于多而在于精,越精细越好。

Target目标,即用户购买产品的目标也就是购买理由。

还记得最为经典的苹果iPod文案吗?“把1000首歌装进口袋”,这是乔布斯为iPod写的文案,精准又巧妙地描述了iPod的容量,也与当时的其它MP3播放器成功地树立了区隔。

家居电商产品文案,怎么写更卖货?


 

如果要用“PPT”原则,还原这句文案背后的思维逻辑,就会是这样的:

Person——爱听歌的人,Point——能存储1000首歌的MP3播放器,Target——方便携带随时随地听歌,即购买理由“19为了方便”。

连在一起,就是“这是一只为爱听歌的人设计的方便携带可以随时随地听歌的并且能存储1000首歌的MP3播放器”。

去繁就简、稍加润色,“把1000首歌装进口袋”就呼之欲出了。

你可能觉得这是个例,PPT原则并没有那么万能,那我们不妨再多看个例子。

以下是丽芙家居的文案,大家品一品:

家居电商产品文案,怎么写更卖货?


 

亲切的说人话文案背后,PPT原则的结构,依然清晰可见。

“忙你的吧,家务交给它”:

Person工作繁忙的上班族,Point解放双手的智能扫地机器人,Target节省家务清洁的时间,即21种购买理由中的“8为了节省时间”。

P+P+T=这是一款专为工作繁忙的上班族设计的方便TA解放双手节省家务清洁时间的智能扫地机器人。

提炼下触达用户的关键词:忙、家务、解放双手、节省时间,于是很轻松就能写出“忙你的吧,家务交给它”,同时辅以产品价格和保修承诺,一句合格的产品文案就写好了。

是不是很简单?当你写文案没有灵感的时候,不妨试试“PPT”原则吧。



已有16位网友发表了看法:
1Lchrome hearts outlet 2019-10-08 00:26:19 回复
I wanted to construct a brief message in order to appreciate you for these superb solutions you are writing on this website. My extended internet search has at the end of the day been paid with good quality suggestions to share with my contacts. I 'd bel
2Lhuarache shoes 2019-10-08 16:41:55 回复
Thanks for each of your labor on this website. My niece takes pleasure in doing investigations and it is easy to understand why. My partner and i learn all relating to the powerful mode you present reliable tricks through the web site and in addition reco
3Lnike air max 95 2019-10-09 11:38:02 回复
I intended to compose you one very little observation to thank you very much as before on the precious knowledge you've discussed in this article. It has been certainly extremely generous of you to present unhampered all most people could possibly have of
4Ljordan shoes 2019-10-10 08:45:17 回复
I enjoy you because of every one of your labor on this web site. My mom enjoys doing research and it's really easy to see why. Many of us notice all of the dynamic medium you make both interesting and useful guides on the web blog and as well foster respo
5Lretro jordans 2019-10-11 07:31:50 回复
Thanks so much for giving everyone remarkably spectacular chance to discover important secrets from here. It really is so beneficial and as well , stuffed with amusement for me personally and my office peers to visit the blog particularly three times week
6Lbalenciaga trainers 2019-10-12 06:22:38 回复
A lot of thanks for all your valuable effort on this website. Kim takes pleasure in making time for investigation and it is simple to grasp why. I hear all regarding the powerful ways you deliver very helpful suggestions by means of your web site and as w
7Lretro jordans 2019-10-13 05:30:36 回复
I happen to be writing to make you know what a brilliant discovery my cousin's daughter undergone reading your site. She came to find numerous pieces, not to mention what it is like to have a very effective teaching heart to get most people just understan
8Lnike vapormax 2019-10-14 05:12:58 回复
I have to show my respect for your kind-heartedness in support of folks who should have guidance on that niche. Your very own dedication to passing the solution throughout had become surprisingly useful and have constantly empowered associates just like m
9Lkd 11 2019-10-15 03:12:33 回复
Thank you so much for providing individuals with a very special possiblity to read articles and blog posts from this web site. It is often so amazing plus stuffed with fun for me personally and my office fellow workers to search your web site more than th
10Ljordans 2019-10-15 23:36:41 回复
I needed to create you a little bit of remark to thank you as before for your magnificent opinions you have contributed on this site. It has been quite seriously generous with people like you to make extensively what most of us would have advertised as an
11Lnike air max 2019-10-16 18:06:28 回复
I would like to show my thanks to you just for bailing me out of this particular predicament. As a result of looking throughout the world-wide-web and finding principles that were not pleasant, I was thinking my life was gone. Existing minus the approache
12Ltimberlands 2019-10-17 15:27:02 回复
Thanks a lot for providing individuals with an extremely memorable chance to read articles and blog posts from this site. It is often very terrific plus full of amusement for me and my office peers to visit your blog nearly three times in one week to read
13Ljordan shoes 2019-10-18 12:24:43 回复
I needed to draft you this very little observation just to thank you so much again over the beautiful principles you have discussed here. It is so particularly open-handed of people like you to present extensively all a lot of people could possibly have m
14Loff white hoodie 2019-10-19 10:28:24 回复
I in addition to my pals happened to be analyzing the good key points on your web page and all of the sudden I got an awful feeling I never expressed respect to the blog owner for them. These men became certainly happy to learn them and have in effect in
15Lvapormax 2019-10-20 09:33:12 回复
Thank you so much for providing individuals with an exceptionally brilliant chance to discover important secrets from this web site. It is always so awesome and packed with a good time for me personally and my office colleagues to search your website the
16Lsupreme outlet 2019-10-21 08:30:44 回复
Thank you so much for giving everyone such a splendid chance to read in detail from here. It's always so pleasurable and full of a lot of fun for me personally and my office acquaintances to visit your site particularly 3 times in a week to study the late

发表评论

必填

选填

选填

◎欢迎参与讨论,请在这里发表您的看法、交流您的观点。