Riba:
- Ikon fassara taƙaitaccen yaƙin neman zaɓe cikin cikakken tsari mai sauri wanda ya haɗa da masu sauraro da aka yi niyya, fa'idodi, tashoshi da ma'auni
- Ikon samar da take da sauri, bayanin da bambance-bambancen kira-zuwa-aiki (CTA) bisa ga manufar juyawa
- Ikon bambance rauni da ƙarfi yaƙin neman zaɓe da ƙarfafa su tare da tsarin tallace-tallace
Rubutun kamfen rubutu ne mai gamsarwa da aka tsara don cimma burin talla: yana iya zama kanun talla, rubutun shafi na saukowa, imel ɗin talla, ko rubutun bidiyo. Abin da waɗannan nassosin suka yi tarayya da su shi ne cewa suna jagorantar wasu masu sauraro zuwa wani aiki. A cikin wannan rukunin, zaku koyi yadda ake fassara taƙaitaccen yaƙin neman zaɓe (gajerun takaddar da ke taƙaita maƙasudi, masu sauraro da ƙuntatawa na yaƙin neman zaɓe) cikin cikakkiyar saurin da ƙirar zata fahimta, da sauri samar da take da CTA (kira zuwa aiki, ɗan gajeren jumla wanda ke ba da bayanin aikin da ake so daga mai karatu, kamar danna, rajista, sayan) bambance-bambancen karatu, da ƙarfafa rubutu tare da tsarin tallan gargajiya.
Abubuwa shida na ingantaccen yakin neman zabe
Dalilin rashin nasarar kamfen kusan koyaushe iri ɗaya ne: saurin ba ya haɗa da isasshiyar mahallin. Ƙarfi mai ƙarfi yana da waɗannan abubuwa guda shida:
- Manufar: Me muke so? (rejista, tallace-tallace, zazzagewa, sani)
- Masu sauraro masu manufa: Wanene? (yanayin alƙaluma + zafi + matsayi na yanzu)
- Samfurin / tayin: Menene muke bayarwa kuma me yasa yake da mahimmanci?
- Babban fa'ida: Babban alƙawarin kawai masu sauraro sun damu da shi.
- Tashoshi da tsari: A ina za a watsa shi, wane tsayi da tsari?
- Sautin murya da ƙuntatawa: Alamar murya + kada (misali babu da'awar sama-sama).
Ba da waɗannan abubuwan guda shida kuma samfurin ya daina zato kuma ya samar da manufa.
Mataki-mataki: daga takaice zuwa kwafin talla
- Raba taƙaitaccen bayanin zuwa sassa shida. Rarraba tarwatsa bayanan da kuke da su a ƙarƙashin taken sama.
- Zaɓi firam. Tsarin kamar AIDA (Attention-Interest-Desire-Action) ko PAS (Matsalar-Agitate-Maganin) yana ƙayyade kwarangwal na rubutu.
- Nemi bambancin. Tambayi kanun labarai 5-10 da bambance-bambancen bayanin 3, ba rubutu ɗaya kawai ba; Ƙirƙirar zaɓuɓɓuka shine aikin samfurin, ba mutum ba.
- Tara kuma zaɓi. Kuna zaɓar bambance-bambancen 2-3 mafi ƙarfi; Wannan ya zama shigarwar don gwajin A/B a naúrar gaba.
- Yaren mutanen Poland shi. Ƙarshe bambance-bambancen da kuka zaɓa bisa ga alamar murya da ƙuntatawar tashar.
Tukwici: Faɗin samfurin "rubuta bisa ga tsarin AIDA" maimakon "rubuta talla" yana fayyace tsarin fitarwa. Tsari yana tabbatar da cewa samfurin ya rubuta ba da gangan ba amma tare da ingantacciyar ma'ana ta lallashi.
Rauni mai ƙarfi / Ƙarfi mai ƙarfi
Rawanin faɗakarwa:
Rubuta kwafin talla don sababbin sneakers.
Sakamako: "Kwana salon ku tare da sababbin sneakers!" Jumla irin wannan wacce ba ta cewa komai kuma na kowa ne.
Ƙarfi mai ƙarfi:
Ina so ku rubuta kwafin talla. Yi amfani da taƙaitaccen bayanin da ke ƙasa. MANUFAR: Danna kan shafin samfurin (tallar ayyuka). Masu sauraro MANUFAR: Masu gudu masu son shekaru 25-40, suna gudana sau 3+ a mako. Batun zafi: Ciwon tsire-tsire akan dogon gudu. KYAUTATA: Takalmi masu gudu tare da ƙarin matattakala. BABBAR AMFANI: Cushioning wanda baya gajiyar ƙafa ko da nisan kilomita 30. CHANNEL: Instagram ad. Take max. Haruffa 40, bayanin max. haruffa 125. TONE: Sauƙi, tushen shaida, rashin fa'ida. Da'awar kamar "mafi kyau" an haramta. TSIRA: TSTSATTA (Matsalar - Agitate - Magani). ANA BUKATA: lakabi 6 + kwatance 3 + 3 bambance-bambancen CTA. Ka ba shi a cikin tebur.
Ƙaddamarwa ta biyu tana samar da fitarwa mai amfani, mai iya gwadawa.
Teburin tsarin tallace-tallace
Frame
yana tsaye don
Yaushe yake da ƙarfi?
AIDA
Hankali, Sha'awa, Sha'awa, Aiki
Babban manufa, dace da mazurari dabaru
RUST
Matsala, Agitate, Magani
Idan akwai alamar zafi bayyananne
FAB
Feature, Riba, Amfani
Don haskaka fa'idodi a cikin samfuran fasaha
4 ku
Mai Amfani, Gaggawa, Na Musamman, Musamman Musamman
A cikin take da layukan magana
“Agitate” a nan yana nufin sanya wurin zafi ya zama kankare har mai karatu ya ji; Ba ƙari ba ne, tausayi ne. "Funnel" yana bayyana jerin matakai ta hanyar da abokin ciniki ke motsawa daga sani zuwa siyayya.
uku mini lokuta
Case 1 - Canjin CTA yana ƙaruwa da juyawa. Wani dandali na ilimi na kan layi ya so ya gwada maɓallin da ke rubuta "Sign Up" a shafinsa na saukarwa. An nemi bambance-bambancen CTA 8 daga samfurin; An zaɓi bambance-bambancen "Samu darasinku na farko kyauta". A cikin gwaji na makonni biyu, ƙimar danna-ta hanyar (CTR - yawan dannawa da ra'ayi) ya karu daga 2.1% zuwa 3.4%; wato, ƙarin dannawa 13 don kowane ra'ayi 1000. Abinda kawai ya canza shine rubutun maɓallin.
Case 2 - Tsarin zaɓi yana aiki. Fitowar rubutu a fili ba ta da kyau a yakin kamfanin inshora. An sake buga shi tare da tsarin PAS: matsala (kudin da ba zato ba tsammani), tashin hankali (kasafin kuɗi da lissafin kuɗi ɗaya ya busa), mafita (ƙananan biyan kuɗi kowane wata). Sabon rubutun ya ƙaru adadin cike fom da kashi 27% tare da kasafin talla iri ɗaya.
Case 3 - Bambance-bambancen samarwa yana adana lokaci. A wata hukuma, marubucin kwafi yakan ba da shawarar kanun labarai 3 don yaƙin neman zaɓe. Ya fara samar da lakabi 15 tare da samfurin kuma yana zaɓar mafi kyawun 4. Zaɓuɓɓuka iri-iri da aka ba wa abokin ciniki ya karu, matsakaicin sake fasalin ya ragu daga 3 zuwa 1, kuma an rage lokacin isar da aikin da kwana biyu.
Samfura masu kwafi
Samfura 1 - Taƙaitaccen faɗakarwa:
Samar da kwafin talla bisa ga taƙaice mai zuwa. MANUFAR: [danna / siyarwa / rajista] MATSALAR MATSALAR: [yanayin alƙaluma + zafi] KYAUTA DA KYAUTA: [...] BABBAN AMFANI (jimla guda ɗaya): [...] CHANNEL DA HUKUNCI: [dandamali + hali / tsayin tsayi] TONE DA HANA: [Muryar murya + abubuwan da za a guje wa] KYAUTA KYAUTA take: / + BAYYANA: + Z CTA], a cikin tambura.
Samfura 2 - CTA bambance-bambancen janareta:
Rubuta 10 daban-daban CTA don tayin mai zuwa: [ tayin]. Kowannensu yana motsawa daban-daban: gaggawa, son sani, riba, rashin haɗari, dacewa. Rubuta abin ƙarfafawa kuke nema kusa da shi.
Samfura 3 - Mai haɓaka taken:
Ƙimar wannan take bisa ga ƙa'idar 4U (Amfani, Gaggawa, Na Musamman, Musamman musamman). Ba da maki 1-5 ga kowace ka'ida, sannan samar da madadin 5 mafi ƙarfi. Title: "[...]"
Samfurin 4 - Cire fa'ida:
Juya wannan fasalin samfurin zuwa fa'idar da abokin ciniki ya damu dashi. Rubuta nau'ikan 3 a cikin tsarin "Feature X saboda Y, wanda ke ba ku Z." FALALAR: [...]. MASU SAURARO MAI NUFI: [...]
Bambance mai rauni da ƙaƙƙarfan fitowar yaƙin neman zaɓe
Kyakkyawan kwafin yaƙin neman zaɓe ya ta'allaka ne akan fa'ida ɗaya bayyananne; rubutu mara kyau yana ƙoƙarin faɗin komai a lokaci ɗaya. Kyakkyawan rubutu yana kankare ("sauki akan ƙafafu a 30 km"), rubutu mara kyau shine gabaɗaya ("ƙwarewar jin daɗi"). Kyakkyawan kwafin yana ba da CTA guda ɗaya; Rubutun mara kyau yana barin mai karatu tare da zaɓuɓɓuka da yawa.
Tsanaki: Samfurin yana da wuyar yin ƙaƙƙarfan alƙawura ("sakamakon garanti", "mafi kyau") don ƙara juyawa. Waɗannan maganganun duka suna haifar da asarar amana kuma suna ƙarƙashin dokokin talla na yaudara a ƙasashe da yawa. Hana waɗannan iƙirari a fili a cikin gaggawa kuma a tabbatar da cewa an tabbatar da kowane takamaiman lamba.
Kuskuren gama gari
- Nemi ba tare da mahallin ba. Faɗin "Rubuta talla" yana ba da sakamako gama gari; Ba a sa ran fitarwa mai inganci ba tare da bayar da sassan shida ba.
- Samun gamsuwa da bambancin guda ɗaya. Ƙarfin samfurin shine don samar da zaɓuɓɓuka; Neman sakamako guda ɗaya kawai da yarda da shi yana bata wannan iko.
- Bayyana fasalin, ba fa'ida ba. "Titanium Jikin" siffa ce; "Bazai karye ba koda kika sauke" fa'ida ce. Jama'a na siyan amfanin.
- CTA da yawa. Kira don ayyuka daban-daban biyu ko uku a cikin rubutu ɗaya yana rage jujjuyawa; Kowane rubutu yakamata ya kasance yana da aiki ɗaya kawai.
- Buga da'awar da aka wuce gona da iri ba tare da gwada su ba. Lambobi marasa tabbas suna haifar da haɗari na ɗa'a da na doka.
A takaice
- Ƙarfafa yaƙin neman zaɓe yana ɗaukar abubuwa shida: manufa, masu sauraro, tayin, babban fa'ida, tashar / tsari, sautin / ƙuntatawa.
- Tsari kamar AIDA da PAS suna ba rubutun ingantaccen tsarin lallashi.
- Samar da ba rubutu ɗaya kaɗai ba, amma kanun labarai da yawa da bambance-bambancen CTA kuma zaɓi mafi kyau.
- Ana sayar da fa'idodi, ba fasali ba; kowane rubutu ya kamata ya kasance yana da CTA guda ɗaya.
- Guji karin gishiri da da'awar da ba za a iya tabbatarwa ba; Wannan lamari ne na amana da halayya.
Aikin aikace-aikace
Zaɓi samfur (na gaske ko na haƙiƙa). Cika samfuri 1 kuma samar da kanun labarai 6, kwatancen 3 da 3 CTA tare da tsarin PAS. Sannan ƙirƙiri bambance-bambancen CTA guda 10 tare da Samfura 2 kuma ku lura da abin da zai motsa kowanne ya taɓa. A ƙarshe, sami mafi kyawun taken ku da haɓaka bisa ga ƙa'idar Samfura 3 da 4U. Tsawon lokaci: kamar mintuna 25.
jerin abubuwan dubawa
- [ ] Na raba taƙaitaccen bayani zuwa sassa shida kuma na ƙara su cikin hanzari.
- [ ] Na zaɓi kuma na ƙayyade tsarin lallashi (AIDA/PAS/FAB).
- [ ] Na samar da aƙalla kanun labarai 6 da bambance-bambancen CTA 3.
- [ ] Rubutun ya bayyana fa'idar, ba fasalin ba, kuma ya ƙunshi CTA guda ɗaya.
- [ ] Na share karin gishiri / da'awar da ba za a iya tabbatarwa ba.
- [ ] Na tanadi mafi ƙarfi bambance-bambancen don gwajin A/B.