Cross-border e-commerce copywriting has marketing purposes. It is good to make the audience interested in reading a copywriting, but the real goal is to stimulate the audience through the copywriting and make them respond as expected by the merchant after reading it. Some people will be happy to promote interesting articles, thus achieving the purpose of secondary dissemination; some people are very moved by the description of the product and will choose to place an order to buy; some people are moved by the brand story and culture and will become fans of the brand; but some people feel nothing after reading. The reason for this series of different results is largely affected by the ending orientation. Therefore, the ending of the copywriting is very important.
(I) Topic-pointing
The ending of the topic-pointing is to summarize the whole text at the end of the article and point out the center. Some articles only explain and analyze the relevant issues at the beginning and middle, and narrate the process. At the end, the intention is put on the surface.
(II) Interactive
Set topics at the end (usually in the form of questions) to attract audience participation and trigger their thinking and desire to participate. Weibo, WeChat, Weitao and other social platforms that focus on comments often set topics in their copywriting. Of course, it is best if the topics are something that the audience may be interested in. For example:
Let’s talk about what gifts your boyfriend has given you that impressed you.
What is it like to read all night?
(III) Famous quotes
Copywriting that ends with famous quotes or other golden sentences can help the audience to understand the copywriting ideas more deeply, resonate with the audience, and enhance their sense of identity with the copywriting. And famous quotes are generally philosophical. With the help of these languages’ warning and inspiration, the forwarding rate of the copywriting can also be increased, which can be said to kill two birds with one stone. For example, the ending of the PPT online course promotion copywriting used Buffett’s famous quote to encourage the audience to buy the course, which was very successful and played a finishing touch.
(IV) Magical turn
The magic turn ending is a writing method that uses unexpected logical thinking to form a turning relationship between the displayed content and the ending, and obtains unexpected results. It can transform the atmosphere created by the main text into a neat and clean one, making people laugh and cry, but this writing method often has miraculous effects. With the help of this atmosphere gap, it can cause a shocking effect in the hearts of the audience, making the audience marvel at the ideas of the writers, thereby arousing the audience’s discussion and leaving a deep memory in their hearts. Because there is a strong sense of contrast in the magical turn, it is interesting for the audience to read, and it is naturally conducive to online dissemination.
(V) Guiding action
This method can also be called emotional, which is to move the other party emotionally and make this product warm and emotional. Especially when the audience feels the dedication and seriousness of the copywriters behind them, they can use emotions to move those hesitant consumers; they can also induce consumers through benefits and advantages. The promotional copy uses this kind of luring ending method to maximize benefits and guide the audience to act.