Take comprehensive search engine websites as an example. Due to the large number of classified columns, the promotional copywriting methods for different columns are different. Here are several representative copywriting methods.
(I) News copy
News is one of the most important information on comprehensive search engine websites. Many users learn about real-time news and perceive life through the information recommended in comprehensive search engine websites. As a cross-border e-commerce copywriter, you can use the copywriting style of news to interpret corporate culture, brand connotation, product mechanism, interest commitment and other contents from multiple angles and levels, and guide users to form cognition through the dissemination of industry information, enhance the brand and corporate image, and play a role in cultivating potential markets. This model can quickly guide consumers to form consumption through the authority of news, and shape the reputation and credibility of the brand.
The structure of news copy includes five parts: title, introduction, theme, conclusion and background. Together, they constitute a complete news style, among which the title, introduction and body are the main parts, and the conclusion and background are auxiliary parts. In terms of wording, the text description of news copy should be rigorous, objective, and persuasive, and no obvious advertising content should appear. You can also use the perspective of a journalist or expert as an entry point, and incorporate a fair introduction and evaluation of the brand or company’s founding history, honorary events, performance rankings, cultural propaganda, etc. into the article to increase the persuasiveness of the article content.
(II) Hot copy
No matter what type of promotional copy, hot spots are always the focus of user attention. Writing hot copy on comprehensive search engine websites can quickly attract users’ attention, and bring a large amount of traffic and discussion with the help of the popularity of hot spots, thereby forming more exposure.
The column content of sections such as “fashion”, “entertainment” and “funny” is more suitable for writing promotional copy in combination with hot spots, and its writing method is similar to that of Weibo and WeChat. For example, to celebrate the 600th anniversary of the establishment of the Forbidden City, McDonald’s took advantage of the opportunity to launch McDonald’s cute “Forbidden City Bucket”, which gave consumers a sense of possession of a small Forbidden City, and picnicking on the noble “picnic mat” would make consumers feel superior. McDonald’s associates the similarities between characters and products, using hot spots to attract users’ clicks and readings, and then publicizes and promotes products.
(III) Soft copywriting
Soft copywriting is also a very common promotional copywriting in comprehensive search engine websites. It perfectly combines the promotional content with the product content through a “soft” implantation method, effectively integrates the marketing purpose with the text, and allows users to understand the relevant products and information while reading with relish, thereby generating a desire to buy. The marketing promotion effect of soft copywriting is very obvious. Cross-border e-commerce copywriters can introduce products or brands in soft articles, and can also add promotional links. Once soft articles are reprinted in large quantities, these contents will gain great exposure, thereby achieving the purpose of promoting products or brands.
(IV) Other copywriting
In addition to the above types of copywriting, there are some other common promotional copywriting for information websites, which are introduced as follows.
1. Controversial copywriting
Controversy is the topic that is most likely to trigger discussion among readers, especially controversial topics related to the readers’ vital interests, which can arouse their heated discussions. For example, the topic of whether to abolish Yu’ebao has triggered a large number of readers’ discussions, and even topped the Baidu search rankings for a week.
2. Resonance copy
Articles that resonate with readers will surely arouse their discussion and enthusiasm. For example, embarrassing incidents in college interviews can be described by telling readers about various problems encountered during the interview process, which will make readers feel the same and respond enthusiastically.
3. Sharing copy
Frequently sharing some resources, experiences or helping readers solve problems on the website can gain their favor and trust. At the same time, you can also promote the materials that need to be promoted in the form of attachments or automatic replies when sharing.