// Overview
inMarketing on WhatsApp, there are four main factors that will affect the conversion effect
They are:
■ WhatsApp sender
■ copywriting
■ Delivery period
■ target number
For the sender, the main influencing factors are the sender's country, avatar and nickname.
In terms of delivery period, it is natural to deliver it during the period when users are more active, so that users can see it in time.
The local working hours and evening hours from Monday to Saturday are prime hours. Relatively speaking, Wednesday and Thursday are the best times of the week.
But everything cannot be generalized.
Some customers also like to do it at night or early in the morningPlace. This estimate also has its own theoretical basis, and what is obtained in practice should be reliable. It can only be said that different optimization treatments need to be carried out according to different products.
Copywriting and target numbers are two important questions. We have talked about it more or less in our previous articles.
Such as:
WhatsApp marketing bulk messaging (3)-correct posture
Eight tips for bulk messaging on WhatsApp
But for some reason, it was not explained thoroughly.
This time the editor plans to use two or more articles to thoroughly discuss these two parts.
// Points to note when writing copy
01
Find problems and solve them
The editor feels that good copywriting actually has a certain paradigm.
There are a lot of good copywriting that should be covered, but the editor has limited talent and knowledge, so I can’t learn them all.
Here I actually prefer a two-paragraph copywriting.
The first paragraph raises a question
The second paragraph gives the solution
toSocialEpochTake Jiayoubao as an example to illustrate.
In fact, we discovered a problem very early on. When a client advertises, we have to submit 32 copies at a time.
The copywriting is actually the same, the only difference is the customer service number. We don’t dare to put too much of each copy, so we put it in five periods a day, with no more than 5,000 target users each time.
The reason is very simple. A customer service's ability to carry traffic is actually limited. Once too much is placed, the customer service will not be able to provide services.
Obviously this brings complexity to the delivery and increases the workload of the operators.
Customer service accounts are sometimes blocked. The main reason for being blocked is customer reports. Some may be blocked during the delivery process, which results in a waste of traffic.
The operation staff are naturally very concerned about the number of followers. When calculating how many followers each customer service has received, we still do it on paper. We need to ask the customer service one by one to report the number, and then make statistics, and then review the effect of this delivery, formulate the next delivery strategy and arrange the delivery plan.
We discovered these problems and designedJiayoubao。
Jiayoubao directly encapsulates the customer service that needs to be managed into a link. When placing it, you only need to put this link. No matter how many customer service personnel there are, one link can evenly share the traffic and play a diversion role.
Once a customer service account is blocked, you can quickly disable it without modifying the link to avoid wasting traffic.
The clicks on this link during delivery and the number of followers for each customer can be easily counted in the background to facilitate optimization of delivery.
The copy given is as follows:
Copywriting one:
The same copywriting, 100 customer service accounts, and a simple bulk messaging need to be repeated 100 times, which is confusing and error-prone.
SocialEpoch provides dynamic customer service account management. One link can distribute an average of 100 customer service accounts. Just send it once.
Copywriting two:
I sent hundreds of thousands of WhatsApp messages, only to find that the WhatsApp customer service account in the copy was suspended. I lost 300,000 messages in vain.
SocialEpoch provides dynamic customer service account management. One link can divert multiple customer service accounts. You can add and delete customer service accounts participating in the diversion at any time, so you no longer have to worry about account suspension.
Copywriting three:
WhatsApp bulk messaging has reached 1 million. Apart from knowing how many followers the customer service account has added, I don’t know anything about the intermediate links, so I can’t effectively optimize the promotion copywriting.
SocialEpoch provides dynamic customer service account management and provides the number of clicks for each customer service account. This will help you know which copywriting is better.
These three copywritings are examples of asking questions and solving them.
A three-paragraph copywriting paradigm is also recommended, which is to ask a problem, give a solution, and give an example to illustrate the effectiveness of this solution. I won’t go into details here.
02
localization
In fact, we have already elaborated on the issue of localization before. Two points are emphasized here.
The first point is that for countries whose native language is not English, is English enough? Do they need localization?
The answer is a must.
Even in countries where English is more popular, everyone is still familiar with their mother tongue. After all, English is still a second language and cannot replace the mother tongue.
The second point isTranslation。
When writing copy, we should first use the language we are familiar with and then translate it into the local language.
Most people are still familiar with Baidu and Youdao, but there may be fewer people who can use Google Translate.
Even with Google Translate, it is actually difficult to achieve accurate translation into the local language.
Yan Fu proposedTranslation requires "faithfulness, expressiveness and elegance".
"Trust" means that the meaning does not contradict the original text, that is, the translation must be accurate, not deviate, not omit, and not add or subtract meaning at will.
"Da" means that the translation is smooth and clear without sticking to the form of the original text.
"Elegance" means that the words used in translation should be appropriate, and the article itself should be elegant, concise and elegant.
I think Google Translate can do the first stage most of the time, but sometimes it doesn't. The second and third places obviously cannot be counted on.
Therefore, when it comes to translation, you still need to find experts and professional organizations to translate, and spend a small amount of money so that your meaning can be accurately and authentically transmitted to your target customers.
If you can use some slang and allusions that match the local language in the translation, it will bring you closer to the target customers, create a sense of trust, and help convert the transaction.
There is no one around who is familiar with the local language. If you are not sure about everything, you can go to a certain treasure. I believe you should be able to get a solution.
03
Keep it simple and concise, use line breaks frequently
We know that there is no limit to the number of words when posting on WhatsApp. If you are talented, you can write a poem or a lyrical prose.
But obviously we can't do that.
Our product introduction and activity introduction should still be concise and to the point, clearly expressing the product features, and there is no need to cover everything.
As mentioned above, just find your customers’ pain points and solve them.
Statements should be brisk, simple and clear.
Use short sentences and line breaks. So that everyone can get the key points at once.
Let me give you an example. You can see this example. Each sentence is very short, but you can tell what it does at a glance.
04
Use emoticons
Emojis are very effective in highlighting the key points of the copy and attracting customers' attention. When editing, you should use the message box of WhatsApp itself, which contains a wealth of emoticons.
Here is also a website recommended https://www.emojidaquan.com/
05
Font style
Font style is actually a form to highlight key points and attract the attention of target users.
Supported in WhatsAppBold, italic, strikethrough, monospacedFour styles.
This was also mentioned in our previous article
Eleven WhatsApp tips you should know The ninth point is about this
Specifically, the bold effect only requires circling an asterisk (*) at the beginning and end of the sentence:
*text*
To italicize just use an underscore (_) at the beginning and end of the sentence:
_text_
To strikethrough, just use a tilde (~) at the beginning and end;
~text~
Use three backticks ("`) for monospaced fonts
"`Text"`
Examples are as follows:
06
Jiaqunbao and Jiaqunbao
After introducing the product or service, the order will eventually be placed, which requires a landing page or customer service to handle it.
For the landing page, it is nothing more than a website and an App download page.
For customer service to take over or use several groups to take over (that is, divert traffic to the group), we must use our Jiayoubao and Jiaqunbao.
Jiaqunbao and JiayoubaoThe principles are similar, both serve the purpose of diversion and statistics.
Let me show you the statistical results of the link created on October 27th.
07
Tips at the end of the article
We know that WhatsApp allows strangers to say hello and add friends.
But WhatsApp is the world’s number one communication tool after all, with 2 billion monthly active users. Naturally, many people do marketing on it.
In order to hedge against excessive marketing on WhatsApp, links sent by strangers cannot be clicked if the recipient does not reply.
At the end of 2019, for Android users, in addition to replying, they also need to do the following:
A. Exit the conversation window to the conversation list page, and then enter again
B. Long press the message
At this time, the link will turn blue and become clickable.
Therefore, when we do marketing, it is best to give tips at the end of the article.
For example:
Please reply ”1” to activate the link above , for Android user,Whatsmore, you must long click the message to activate.
This sentence, to highlight it, you can
■ Leave a few empty lines behind;
■ Surround it with parentheses
■ Expressed in italics;
■ ALL CAPS;
■ Monowidth font representation
Anyway, what you want to express is different from the main text, so make a distinction.
08
Customer service number
The customer service number must use a local number.
If you really can't find a local number, you should also use a mobile phone number in a relatively international country or region.
The cornerstone of all transactions is trust, and the local number serves this purpose;
As mentioned before, the best customer service account is an enterprise account.
09
brand exposure
If necessary, in addition to displaying the brand in the customer service number, the brand should be revealed in the first line of the copy.
For example, SocialEpoch is the number one overseas social marketing brand, so she is particularly willing to expose her brand during the marketing process.
10
Learn other people’s copywriting and stick to good copywriting
You can refer to other people's copywriting, but never copy other people's copywriting.
The way to learn WhatsApp copywriting is very simple, just join some public groups and see how others write copywriting, and you will know how to do it.
Knowing how to do it is not enough. You need to have strict requirements on yourself and stand out in order to save marketing costs and optimize ROI.
To make others trust you, you must show your professionalism. If your copywriting is not up to par, or your sentences are not fluent, who will buy from you?
Optimizing copywriting is a continuous work that requires AB testing, a large amount of data to support it, and a lot of time to optimize.
Once it's proven effective, don't change it easily.
Finally, I will give you a comprehensive example for your reference and experience.
// Summary
Copywriting is a relatively important job, which directly affects the conversion of WhatsApp marketing. It requires full attention, repeated optimization, and gradual iteration to finally form your own effective copywriting.
