The suspense setting of cross-border e-commerce copywriting is mainly divided into the following three steps.
1. Suspicion
Set up doubts to attract consumers’ attention, and remember not to point out the ending too early. The so-called suspense is to keep some mysterious things unresolved, otherwise, once the mysterious veil is lifted, it will not play an attractive role.
2. Push doubt
Fully pay attention to consumers’ feelings and develop the plot according to consumers’ expectations, aiming to give full play to consumers’ subjective initiative, thereby increasing consumers’ attention to the goods.
3. Resolve doubts
Continuously deepen the conflict and reveal the truth when the suspense of the story reaches a climax. It is difficult to create suspense, and it is even more difficult to continuously deepen the conflict. But only by doing this can the marketing of suspense copywriting be considered successful.
There are three writing principles for careful copywriting.
1. Every word contains emotion, and every word can tell a story
When it comes to impressing consumers, logic is sometimes not very useful. For example, the copywriter: If you are not completely satisfied, return the product within 30 days and you will get a prompt and thoughtful refund.
Thoughtful refund? This logic does not make sense, but the message conveyed to consumers by this passage is that this is a company that respects customers very much, provides thoughtful services, and refunds quickly.
Generally speaking, even if a phrase, sentence, or paragraph may not be completely correct in logic, as long as it can convey information in an infectious way, its role can be reflected, and it will be easier for people to accept than information that focuses on rational appeals.
2. Good copywriting is the emotional expression of words
Many words can give people intuitive emotional information. For example, farmers-the impression they give to everyone is hardworking and simple; scholars-the impression they give to everyone is knowledgeable and high-quality. When using these words, you have to think about what kind of infectious information they can create and what kind of impression they can leave on people. Mastering the emotional elements of words is mastering an important skill in copywriting.
3. Sell products with emotion and interpret purchasing behavior with rationality
People often buy products based on emotion and rationalize their purchasing behavior based on logic. Therefore, copywriting is responsible for impressing people, while high-quality products can rationalize users’ purchasing behavior.