What are the characteristics of a good business copywriting
A good investment promotion copy should at least include seven aspects: expected project results, project value proposition, project implementation cases, project investment estimation, project risk protection, project docking timing, and project customer acquisition tools.
1. Project Expected Results
The title or abstract of the copy must contain the expected results after investment by the investment target, so as to filter customers and attract accurate customers. For example: Maker investment, the investment team that gives you results. The "result" is the purpose and what the investment target invests in. Another example: the kitchen waste disposal project, which is about to explode in the market, has begun to attract investment. "The market is about to explode" is the expectation of the investors for this project and the expected result of the investors.
The value proposition of the project
The value proposition of the project is the result of in-depth research, horizontal comparison, exhaustive thinking, improvement and improvement, innovation, innovation presentation, and pursuit of perfection conducted by investment agencies in the industry and environment in which the project is located (this is a set of research models, which will not be discussed here. ), is a high-level summary of industry research, market analysis, competition status quo, and competition strategy, and Zhang is a comprehensive reflection of corporate values and mission. Taking the kitchen waste disposer project as an example, the project proposition can be summarized as: let us seize a revolutionary kitchen product that is about to explode in demand in large and medium-sized cities across the country. If the value proposition of the project is reasonable, advanced and inspiring, investors will flock to it, actively invest and even follow. The most brilliant value proposition can even dispatch and mobilize the whole body and mind of the followers to achieve what Sun Tzu said in the Art of War: Dao is what makes the people agree with the superior, so they can live and die with them without fear of danger. The highest state of value proposition is to achieve the standard of "Tao". Interested friends can refer to an article I wrote "The Tao, Fa, Technique, Instrument, and Potential of Project Operators".
3. Project Implementation Cases
The investment promotion copy must mention the model market, so that the investment target can see the expected results intuitively.
4. Project investment estimation
Calculating the overall investment level can help investment targets to screen projects, and investment agencies to screen customers, reducing each other's ineffective investment and communication.
V. Project Risk Protection
Concern about risk is the biggest obstacle for investors. Through the project risk protection mechanism, investors can be quickly attracted to further understand the project, increase the number of prospective customers, and improve the success rate of investment promotion.
6. Timing of project docking
It is very good to say, and the heart is full of emotions, but if the investment target does not pick up the phone immediately, communicate immediately. After half an hour and an hour, the investment target may no longer have the opportunity to contact this project, which may be a loss for both parties.
To paraphrase a common saying in FMCG marketing: promotions must have a time period. The investment promotion copy should also reflect the time of consultation. You can use event nodes such as matchmaking meetings, seminars, and briefings to attract customers to sign up immediately, so that the investment promotion agency can obtain the contact information of the investment target in time and take the initiative.
7. Project customer acquisition tools
There must be a real-time registration tool to facilitate timely access to customer information. You can’t wait for customers to see and slip away, and then forget about each other. The tool that integrates publicity and customer expansion developed by Maker Investment Promotion is one of the best ways to solve the problem of obtaining customer information. Readers and friends can refer to it.
In short, the investment promotion copy is the condensed embodiment and the most beautiful display of the project. If you compare a model to a project, different outfits are her different copy, and the best copy is probably the bikini, which makes the project sexy, beautiful, and eye-catching.
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