How to write the awesome WeChat marketing plan?

Wechat marketing is the most popular online marketing method and the most effective marketing method. Use the convenience of forwarding content in WeChat circle of friends to spread a product quickly. Good copy will spread in the form of "virus". Let's talk about copywriting first. Remember what the previous copy looked like? Let's first look at a description from Baidu Encyclopedia:

Copywriting in the era of paper media

Within the scope of copywriting, a complete propaganda article is what we often call a soft article. Different from the scattered forms such as advertising language, advertising picture words and advertising scripts, corporate publicity is a complete article. Of course, this article must contain the contents that need to be publicized, such as where the products are good, why the service is great, and what business does the company do?

In the era of paper media, it is true that such text advertisements can be seen everywhere. Due to the limited space, too many brands are inch by inch. I hope that brands and products will appear as much as possible in the article, and I can't wait to exhaust my own benefits, whether in form or effect, with limited words.

Copywriting in the era of WeChat

I believe that in the era of social media, there are still many media, and many brands are continuing their previous forms of copywriting. As for whether to read it or not, that's the reader's business, and the answer is nine times out of ten that no one reads it.

There is a simple reason. If there are more interesting things to see, if there are more relaxing things to see, who wants to see that "three-dimensional advertisement"?

As a result, WeChat copywriting has become less and less like "advertising". In interviews with public relations companies and media people, their unanimous feedback is: advertisers finally understand now. What they want is a copy that doesn't look like a copy. It is necessary to "sneak into the night with the wind" and "add oil and vinegar to the floor". Let the reader click to read first, and finally show the effect.

Well, here's the problem: it's never easy to write a good article. Writing a good article with hidden ambitions and pleasing people can only be its square.

Although articles can be divided into news and copywriting, users' reading experience is so simple and rude, with only "good articles" and "bad articles". Therefore, in the WeChat era, copywriting can only be done first! Good text!

Where can I send the WeChat copy?

Family subscription number

After several years of market cultivation, many companies have opened WeChat subscription numbers, and their subscription numbers are a free publishing platform. How to make good use of them depends on the capabilities of each company.

It is worth mentioning that since it is a private plot, the starting point and vision will have natural limitations, and I always want to put my own brand and products first. This is the taboo of WeChat copywriting. You may wish to open a corporate WeChat subscription number and carefully observe the headlines pushed every day. If the brand name often appears in the headlines, you can only say that it is a self-entertainment subscription number.

There is no way out if you want to do it well. As long as you change your mind and start from the audience, there may be a way out. "Mobile QQ browser" has always been the main audience of the post-90s generation. They personified the WeChat subscription number as "Qi Ge". Who's Brother Qi? I am a member of the post-90s generation. Click on this subscription number, but you can't see any words like "mobile QQ browser", only the hot topics that young people are most concerned about at the moment: composition prediction of the college entrance examination, volunteering to fill in the college entrance examination, Yifeng Li, why Shengxiao Mo?

Popular subscription numbers: Weibo era had Weibo size, and now there are so-called "WeChat size", such as several subscription numbers that have become popular rapidly recently: Serious Gossip, Granny Report, Becky Li's Fantasy World, Guye and the Association for Caring for Gossip Growth. Although there is no specific statistical data, almost every article has a reading volume of 100000+, from which it can be inferred that the number of fans behind each subscription number is hundreds of thousands.

Compared with traditional media, the biggest difference between self-media and traditional media is that behind the self-media is a living person, not an institution, with distinctive style and strong personal color, which is impressive. That's what Luo Zhenyu said: "Personal charm". Therefore, each account must have the distinct tonality of each account. When choosing a subscription number, a brand should also consider whether its own brand fits it.

How to choose a subscription number?

1, the most important and frequently asked question is of course the number of fans. The number of fans is indeed the basis of all data. The number of readings and likes is directly related to the number of fans. The premise is to judge whether the number of fans is fake or not. Now you can buy reading numbers, and you can like them. You still have to keep your eyes open and make a good judgment of authenticity.

2. The forwarding number is a good data. The "grandma's report" with the highest forwarding ratio is "grandma's words", which is inspirational content. But these inspirational words are not complaining, they are all from the mother-in-law's heart. Many times, what you forward is not an article, but your attitude. Tell everyone in the circle of friends that this article is my attitude. That's who I am. The role of social media lies in the shaping and management of personal image.

3. Choosing the subscription number is also the choice of the audience. Red Star Macalline will choose "One" where young artists gather, and luxury brands will choose "Pomegranate" where fashionable women gather, all based on the consideration of reaching potential consumers most accurately. And some people will ask why Cadillac, BMW, Jaguar and Land Rover all choose pomegranate. The answer they can think of is that there is no WeChat large size for "successful men".

4. Entertainment and fashion subscription numbers are more popular. Neil Pozmann pointed out in "Entertainment to Death" that all public discourses in real society are increasingly in the form of entertainment and become a cultural spirit, and our politics, religion, news, education and business are willing to be subservient to entertainment. After understanding this sentence, it is not difficult to understand why so many brands abandon financial and technology subscription numbers and use entertainment subscription numbers instead.

What kind of copy is easier for readers to click on?

Say a thousand words and ten thousand words. In the world of WeChat, there are so many "red unread" in the subscription number every day and so many forwards in the circle of friends. In fact, whoever clicks on the article wins more than half.

So, how can your WeChat copy be opened?

hot spot

Just look at the "Sanlitun Uniqlo" incident that started in the middle of the night, and all kinds of marketing by taking advantage of the situation were freshly released the next morning, and the moral bottom line of marketing by taking advantage of the situation caused a big discussion in the industry.

Let's put aside the bottom line of marketing. Hotspots have become an unavoidable marketing tool in the era of social media. Borrow hot spots, borrow hot spots, and grasp the size. It can't be wrong.

interesting

Without Jin Gangzuan, why can Gu Ye take Alibaba's list? Because she can make less interesting things interesting and the knowledge of art history interesting, taking her famous series Xiao Gu Tan Hua as an example, as an art lover, she tells readers the stories of top artists like Caravaggio, the founder of the art "New Oriental", Rembrandt and Turner, a child prodigy at the forefront. This form is more relaxed and enjoyable to read. With more readers, there will naturally be a story of "art smuggling".

I have to admit, fun is king. Serious Gossip, Pomegranate Report, Becky Li Fantasy World, Guye, Caring for Gossip Growth Association, a long list of popular subscription numbers, almost all belong to entertainment and fashion categories.

feasibility

If you can't borrow hot spots, you can't think of anything interesting, at least it should be practical. Real estate enterprises talk about decoration skills, cosmetics brands talk about skin care technology, and training institutions teach learning methods. No matter when, people will not refuse "useful".

Although the subscription number "Becky Li Fantasy World" is also a fashion account, it is different from "Pomegranate Report" and it is more practical. Fashion subscriptions are rampant now. Why can Becky Li be exposed in a short time? Fang Yimin, the author, has also thought about this issue, and the conclusion is that some official accounts of Fashion WeChat simply publish some pictures and trend information, which is far from everyone, but I will share some practical things, such as shopping experience, just like chatting between girlfriends.

How is a copy that has been madly forwarded made?

Knowing that it is a copy, I also take the initiative to forward it; Obviously, I didn't take away the benefits of the brand and lost my circle of friends. What magic is this? Good copywriting has its own merits, but at present, there are only two modes, and they are completely opposite.

1. Turn on "I won't tell you" mode.

The case of Red Star Macalline mentioned at the beginning is a typical "I won't tell you" model. If you win by content and you like literature and art, then I will show you literature and art thoroughly. The reason why "copywriting" is "copywriting" is because it will not obviously mention product information in a large space. It seems that mosquitoes will not suck blood immediately, but will slowly anesthetize animals and make them feel comfortable before taking action.

Pomegranate's famous copy is an article entitled "Her life is all easy mode". "Pomegranate" began with the advertisement of "reese witherspoon" at the age of seven. During her career, Reese was nominated for the Best Artist Award at the age of 15, and went to Stanford University to study English literature. Later, she became the winner of both the Oscar and the Golden Globe Award. In life, Reese and Gao Fushuai's agent have three children, and the family seems happy. In dressing, Reese is also very experienced and looks fashionable and capable. In the first four-fifths of the article, pomegranate girls are using one hard evidence after another to prove that Reese is the winner of Hollywood life. However, the pomegranate woman wrote:

Finally, let's take a look at Reith's car, Cadillac ATS, 2.0 turbocharged direct injection engine, 6.2 seconds acceleration per 100 kilometers, rear wheel drive, 50:50 front-to-rear weight ratio, Brembo high-performance brake, MRC active electromagnetic induction suspension, per second 1000 times. Stanford top student+Oscar winner also has her own opinions on car selection.

Therefore, in the structure of "I won't tell you" model copy, the length of brand hard and wide information should be short and put back.

2. Turn on the "This is copywriting" mode occasionally.

After the successful trial of mature WeChat copywriting, we found that the original readers' tolerance and acceptance of copywriting can be infinitely expanded. As long as the premise is good, readers will be happy. As a result, some subscription number authors began a bold model, yes, that is, to cut to the chase and tell readers directly: this article is soft. Look, or look?

At present, the relatively mature WeChat large-scale will set up a special column for brand copy-promotion, which will be published as a non-headline every day or regularly. In fact, this is obvious. Take an article on "Fantasy World in Becky Li" as an example, the title is "You can wear a sense of fashion effortlessly at a low price without piling up big names (discount code for Topshaop)", which is not only placed in the promotion column, but also clearly points out the brands promoted in the title. The first sentence at the beginning: The brand to be promoted today is Becky Li's favorite. It's the highest street sign in my closet, and there is no one. The whole article talks about how celebrities master brands and the matching points of signature products. , which continues the "practical" characteristics of Becky Li WeChat, is no different from ordinary fashion blog posts in reading, and girls are equally educated in reading, which is enough. At the end of the article, there is a brand discount code, and many girls directly "do it" after watching the promotion.

It can be seen that the key is the editing ability of the article, which is also a test of the author's real kung fu. A good copy is by no means a paste of content and advertisements, but an organic implantation. What you read is a fashion guide, gossip news, in short, not an advertisement.

It's not without copywriting skills.

1. Increase audience participation

When building a brand, we need to use edge clues and reasoning at the same time to improve the audience's participation. In the process of persuasion with both rationality and sensibility, the audience's participation will be higher and higher. If the audience's participation in the process of reading the copy is drawn as a curve, then the brand hard and wide information should be drawn at the peak of the audience's participation. The audience receives the brand appeal on the node with high involvement, which has the highest acceptance and the best and most lasting advertising effect.

As a professional marketing media, the journal's subscription number "Successful Marketing" has not fallen behind this lesson, and Sister Shen V is also familiar with WeChat copywriting. How to capture young consumers is the common aspiration of many brands nowadays, and an article entitled "The city will play! ! Teach you to deal with ghosts like young people! Freshly baked, all the dry goods you want are here: want to meet young people? Big data+reality show; Marketing young people? Try not to play cards by common sense; How to deal with young people? Let young people deal with young people!

For marketers, this is a process of learning young people's marketing, and it is also a process of deepening it. When you are in the mood, the "Youth League Summit on July 22nd" jumps out. Since you haven't learned enough, it's better to act than to move. Come to the summit.

2. In a way that interests the audience

Moreover, whether it's gossip, entertainment, fashion or western art that Gu Ye talked about, it's just the material they picked up in the process of persuasion, using examples that are easy for the audience to accept. This is like a fairy tale, which seems to tell interesting stories with cute cartoon characters, but it is actually educating and telling the truth in a way that children can easily accept. Gu Ye seems to be carefully interpreting the historical allusions of western painting art for the audience, but in fact he is retelling the brand story for Xiao Mei. Because they are interested in fashion and art information, the audience will click to browse even if they know it is a promotion.

The subscription number "Eight Nights Gossip" once published such an article "How to suppress the bride quietly at the bride's ex-wedding and give it to Zhang Yin in need". Just one topic has aroused the curiosity of too many girls. Think about those scum predecessors, suppressing the former bride? Sounds interesting and exciting enough. Writing is a fascinating popular story, just like every dog blood story on the Internet. The key is that the sharp weapon to crush the bride is "Crest Toothpaste", and victory is better than a shiny white tooth. This kind of "ending" made everyone never expect.

3. Establish the authority of information sources

The credibility of information sources affects the effect of information dissemination. It is a long process to cultivate the audience's interest and trust in a WeChat account, especially when the audience is highly involved. Rome was not built in a day. After two or three years of self-media operation, "Pomegranate Powder" and "Gu Ye" gradually became famous on the fashion art subscription number, accumulated popularity, and began to test the WeChat copy after being recognized by the audience.

But this authority is also the other side of the coin. Because of authority, readers trust you and accept your copy. But on the other hand, will readers really accept it endlessly? Where is the commercial critical point of a mature subscription number? What is the carrying capacity? It may still be an unknown variable. Weibo's large size "Save a few hands" is a lesson from the past. It became popular in Weibo by scoring with photos, but it quickly fell off because of too many copywriting.

4. Use the "no lower limit" method with caution.

To be interesting, we should also make use of hot spots. It is inevitable that some brands will go to extremes to grab people's attention and grandstanding. Why do brand copywriters make great efforts on Weibo and WeChat? It is precisely because social media provides a more relaxed publishing platform, which is different from the previous publishing review and layout restrictions, so lively humorous copywriting in various languages and forms has been born. However, there are also some brands that will never return on this road. Copywriting without discipline and lower limit frequently appears, which can really improve the click-through rate and even make people laugh, and brand success can be spread more effectively. But whether your brand is worth using this method, you might as well think twice before you do.