自从开始做Shopify独立站,接触Facebook广告以来,我就一直有些疑问,究竟什么样的广告文案才能吸引用户读下去?写文案时该按照哪种思路来组织语言?受众范围这么广,泛泛写几句文案能带来效果吗?为了求得正解我也是多次点开强大的Google,但是每次找到的内容对我来说都只是增加了新知识点,并没有解决心中的疑惑。今天翻看一篇文章时竟在内部链接中找到了一篇能帮我答疑解惑的内容,激动之余还带了些感慨:众里寻他千百度,蓦然回首,那人却在灯火阑珊处。闲话少絮,我们马上进入正题。 6大文案绝招帮你提升广告转化率 使用“So that”陈述方式 很多Facebook 广告文案常犯的一个错误就是只展示产品或服务的特征,并没有说明这些特征所能给客户带来的好处。比如下面这段特征描述: Members-only Facebook group Weekly printable PDFs 100 hours of video training Yellow shoelaces 1:1 instruction 这些内容看上去都很诱人,但是并没有解释清客户为什么应该购买这样的产品。消费者在意的是购买产品能给他们带来什么样的好处,是否让他们的生活变得更好,给他们带来什么样的价值,产品的哪个特性对他们来说是很重要的,等等。这才是激发客户购买欲望的真正原因。 如果我们对上面的特征描述做一下修改,添加上产品给客户带来的好处,那可能会变成这个样子: Members-only Facebook group –> Communicate and seek...
What is Lorem Ipsum?
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
Why do we use it?
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).