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Each stage of operation copywriting

2024-10-12 14:21:31   0  Report

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This mind map outlines the various stages of operational copywriting, guiding businesses from initial contact to long-term customer loyalty. It begins with the Cognitive Stage, focusing on lead generation through seeding articles to build awareness and interest in a brand. Next is the Trust Phase, where brand storytelling enhances user engagement and trust. The Negotiation Stage emphasizes transactional copywriting to facilitate direct sales. The Trust Stage involves follow-up communication to maintain customer satisfaction and encourage repeat purchases. Finally, the Cooperation Stage leverages customer testimonials and authentic content sharing to build credibility and attract new customers, reinforcing brand loyalty.

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Outline/Content

Cognitive stage

Seeding article

Lead generation, to let users know there is such a company, such a product, such a brand, and form a good impression, willing to actively search for the company's WeChat official account to follow, or enter the company's community, real-time interaction. Summarized in one word: Lead generation

Emphasize the "accuracy" and "continuity" of the content.

Trust phase

Brand story

The focus of marketing is to create "brand personality characteristics, improve user stickiness, and enhance trust."

Including brand introduction, brand story, founder interviews, employee stories, daily activities, brand posters, brand TVCs, and so on.

Private traffic platform issued, "WeChat public number", "Moments", "community" issued

The negotiation stage

The contract is concluded.

Focus on "transactional" copywriting, users can place orders directly online after reading your copy, directly bringing in sales revenue.

WeChat official accounts, mini programs, Taobao and other e-commerce platforms, as well as Moments and communities.

The "channel" is quite important. First, find a suitable channel, such as WeChat official account, Xiaohongshu, etc., and then polish a conversion copy. In this channel, first test and optimize with a small scale and low cost. After the conversion data of the copy is good and stable, you can pay for promotion and投放 in this channel.

Trust stage

Follow-up letter

The user has enjoyed the products and services provided by the company, feels very satisfied, and continues to pay attention to your updates, entering the "loyal" state. The focus of this stage is "maintaining customers and increasing repurchase rates"

Retain and accumulate customers. At this time, in addition to producing some "brand copywriting", there should also be some "follow-up copywriting", showing more products in the product system, cross-selling to customers. Let customers see that your product category is rich, and they will still buy from you next time.

Sub-theme

Cooperation stage

Important Amway Official

Consumers share their feelings about products in videos. In addition to sharing products, they share their daily lives more often, which can fully demonstrate authenticity and build trust.

"Customer testimonials" are good endorsement materials and can greatly enhance your credibility. Use "copywriting" to sort out and accumulate existing customer success cases. On the one hand, we prepare materials for KOCs, who can spread them by themselves; on the other hand, we can also distribute them to other platforms to attract traffic.