(1) Three-paragraph writing
The three-paragraph writing method is more suitable for writing soft copy. As the name suggests, its structure is divided into three paragraphs. The first paragraph uses the method of enumeration or a paragraph to condense the sales language of the entire text, such as product information, product advantages and other sales language; the second paragraph explains the selling points in the sales language or extends the sales language and expands the description. At this time, the key point derivation method can be used; the third paragraph is the last paragraph. Its main task is to make the audience take action immediately. Generally, it strengthens some unique advantages of the product and points out what direct effects the sales language or key points explained above can bring to consumers.
In three-paragraph writing, the last paragraph is the most important. In this paragraph, the scene and effect after consumers use the product should be directly expressed to make consumers want to buy. For example, the copy of Estee Lauder’s Little Brown Bottle.
This copy is divided into three paragraphs to show the product content. The first paragraph lists several major features of the product, such as “effective anti-oxidation”, “lightening dark circles”, “long-lasting moisturizing”, etc. The second paragraph then expands the description, such as “magnifying self-repair power” and “light cream texture” and other specific effects. The last paragraph shows the audience’s impressions, such as lightening dark circles, anti-oxidation, and long-lasting moisturizing. It also encourages the audience to buy through the feelings of other experts, achieving a good marketing effect. This writing idea can also achieve very good marketing effects in other soft copywriting and long articles.
(2) Contrast
In cross-border e-commerce copywriting, the contrast method is often used to compare the similar aspects of different things, or to compare the differences between the same thing before and after, highlighting the characteristics and functions of the thing.
The contrast method is often used in advertising copywriting. Competitive advertising has always been the favorite advertising method of well-known brand merchants. Although it seems to be a “life-and-death” competition, it actually expands the market. It is worth noting that when using contrast techniques to write copywriting, it is necessary to grasp the principle of moderation and not maliciously slander competitors.
In order to recommend a certain product without causing disgust among the audience, some soft articles sometimes use a personal experience to make a comparative discussion. For example, the copywriting recommending acne removal products begins by describing that when they had acne, their skin was bad and they were inferior. No matter how much makeup they used to cover it up, it was useless and made the acne worse. Then, the author exaggerates that girls with fair skin are much better, and through comparison, makes the readers feel “jealous”. The emotion of “jealousy” is negative, but the audience’s negative emotions will arouse their attention. Audiences with this problem will pay more attention to their acne problems and become more interested in reading the copy.
(3) Waterfall style
The waterfall structure is divided into waterfall stories and waterfall viewpoints.
The waterfall story structure first points out the core elements of the story, and then explains the cause, process, result and other aspects of the story in order. The waterfall viewpoint structure first puts forward the viewpoint and points out the “what” of a certain viewpoint, then analyzes the “why” and “what to do”, and explains the problem layer by layer. The waterfall structure can use digital, experiential or process-based titles to highlight the viewpoint.