This article is from WeChat official account:Operation Research Institute (ID: U_quan), author: routine newsroom
A few days ago, an educational institution’s advertisement for selling courses was criticized by CCTV by name.
This advertisement for selling courses can be said to be very bold. The title openly pretends to be education information-“Emergency Notice from the Ministry of Education: There will be big changes in 2020!” The most unlucky for primary and middle school students, the sooner parents know, the better! “…It’s a good fight against false imperial edicts.
Pictures are from CCTV Finance Channel video screenshots
In order to gain eyeballs and earn clicks, the small class advertisements fabricated facts and created anxiety, making parents who are already very anxious… I have to say that this class of parents is too difficult.
According to industry insiders, the four leading institutions in the education industry plan to spend 4.5 billion in advertising costs to seize the source of students during the summer.
In order to seize more traffic, many educational institutions have started to run frantically on small video ads in addition to their WeChat public account tweets.
Major platforms such as Moments of Friends, Douyin, and Kuaishou are now occupied by various video advertisements for selling lessons. These small advertisements have sand sculptures and absurd plots, and students and parents have suffered greatly.
People can’t help but wonder: Can this sell classes too?
Variety of small advertisements for selling lessons, to help users grow grass
After reviewing the advertisements for selling courses on major platforms, I found that these advertisements cover vocational training, academic examinations, interest counseling, K12 education, and children’s programming. The video advertising ideas are basically fixed. Be inseparable from its origin.
Next, let’s try a product together, how wonderful is the classic routine of sand sculpture advertisements in the education industry?
Counter-attack scenario “Shuangju” category
Counter-attack scenario “cool drama” class selling advertisements are often used in vocational training, and this kind of routine has been tried repeatedly. Because changing fate through learning is a universally accepted truth for users.
On the one hand, it allows users to insist on seeing the end, and on the other hand, it can wake up the true demands of users and play a role in planting grass.
For example, a learning programming advertisement published by a programming education company mainly presents 3 different academic backgrounds(Tsinghua graduate, foreign student, general undergraduate) The interviewer’s job search scenario.
In the final interview, ordinary undergraduates passed the interview. The reason for passing was only because he knew programming…
This ad subverts users’ conventional understanding of academic background(The higher the degree of education, the more opportunities you have in the workplace), to convey important information to users about learning Python, and achieve the purpose of letting users buy courses.
Parent pain point sitcom
Parent pain point sitcoms are common in K12 educational institutions. The target users of this type of advertising are parents, and the pain points of parents can be said to be pinched.
For example, an educational institution has an advertisement for selling classes, which is introduced in a scene where the son complains that his father has not enrolled him in classes. This scene captures the pain point of parents falling into the “misunderstanding of inherent thinking mode” for their children’s learning methods, thinking that as long as they brush more questions, they can get high scores…
The son immediately retorted: “There are skills in doing questions. I love to calculate step by step every time I do a question. I can get the answer in just 3 steps at the same table…”
Subvert the parent’s inherent thinking mode, the subtext is: because the parent’s “ignorance” will delay the child’s learning, and create a gap with other students…
This and the anxiety created by being “abandoned by people of the same age” are simply “similar in the same way.”
One of the pain points often encountered in selling lesson advertisements is that the parents’ literacy level cannot keep up with the children’s “rhythm”, which leads to the embarrassing situation where the children ask professional questions and the parents are speechless and unable to answer…< /p>
Being surpassed by other people’s children, literacy level can’t keep up with the children’s rhythm, and the children have no common language, etc., are all pain points that hit the parents’ hearts directly.
Price comparison melodrama
There is also a common melodrama in selling lesson advertisements: the leader walks in the front, the employees follow, the leader and the employees answer each question:
-How much are their courses?
-4000.
-What about ours?
-36 yuan for 16 lessons.
……
By comparing the price of homework with the price of competing products, highlighting the discount and cost-effectiveness of homework, making users feel that they are taking advantage of it.
In addition to highlighting the price concessions, they will also show the popularity of the courses in the melodrama. For example, our XX training camp has too many participants, should we take it off the shelves?
point out learning errorsDistrict class
Pointing out learning misunderstandings and giving correct learning skills and methods are also common routines used by educational institutions.
The common sentence pattern is: You should stop the XXX learning method, you should…
There is also a line that often appears in advertisements of English training institutions: The biggest misunderstanding of Chinese learning English is to memorize words and waste a lot of time in memorizing… Today I tell you that your English level is not determined by the amount of words, but Yes…
By pointing out learning misunderstandings, allowing users to find the correct or more efficient solution, and guiding users to learn about the course.
Famous teacher method explanation class
A lesson advertisement that is more direct than pointing out a misunderstanding is to directly talk about the method and present the ideal state achieved by the correct learning method, so that users can generate demand for the course. Of course, users are not stupid, not everyone believes in learning methods.
What can be seen is that there are many advertisements for selling courses to explain the learning method in the way of oral broadcast by the teacher, attracting users to sign up for the course.
There is also a class selling advertisement where the instructor will tell users what “shortcuts” are available for learning. For example, if you want to sprint for high scores, the most immediate thing is the universal problem-solving template, etc., to stimulate users’ interest in the course.interest.
emphasizes low-cost quick success
In order to allow more users to sign up for courses, some advertisements for selling courses will also emphasize low-cost fast-track, such as:
The “low-cost fast” takes advantage of human greed and laziness in order to attract more users to buy courses.
Simplistic and rude listing of selling points
Present the selling points of the old Luo style PPT, simply and rudely show all the selling points on a PPT or a piece of white paper, and read it out with a pen or finger.
The advantage of this is that it gives users a reason to sign up for the course, which allows users toThe selling point is clear at a glance; the bad point is that the PPT only shows the selling point of the course, and does not mention what effect can be achieved by learning the course.
Behind the sand sculpture advertisement, there are 5 conversion routines hidden
These small advertisements for selling lessons look like plot sand sculptures on the surface, and the plot is very ridiculous, but these small advertisements basically follow the basic logic of conversion:
At the beginning, attract users-poke users’ pain points to ask questions-combine courses to give solutions-enhance user trust-limited time and limited discount.
Next, let’s pick up some small advertisements for selling lessons together and see what conversion routines are hidden behind them?
1. Attract users’ attention
The first step of conversion copywriting: Attract users’ attention, and require users’ attention within 3 seconds(3 second rule) , Otherwise it will be difficult for users to continue watching. We have summarized 6 ways to attract users’ attention:
① Use more questions
The use of question sentences can arouse users’ curiosity. For example, a lesson selling video of an educational institution asks the question that the target user wants to ask: Can learning this course really make the children’s scores in mathematics, physics and chemistry better? Is the course expensive?
Ask the question that the user wants to ask, you can get closer to the target user. At the same time, users will continue to watch short videos in order to get answers.
② Pre-effect
LessonThe effect achieved by Cheng is placed at the beginning to catch the user’s attention. For example, at the beginning of an advertisement for an educational institution selling courses, the mother asked the child: I got another 100 points on the test, what do you think…
Use the plot of the child’s full score test to attract users’ attention, and then naturally lead to the course, making users curious about the content of the course.
There is also a kind of copywriting that implies the effect of the course is also very useful, such as: “Invalid overtime? Change to another profession to learn programming, challenge the monthly salary of 20,000 +.”
③ Effect comparison before and after
There is also a routine to attract users that is often used in lesson advertisements: situational comparison. What is the state of showing a normal or bad scene, and what is the state of a good and desirable scene.
For example, at the beginning of a lesson selling video, compare ordinary composition and high-scoring composition sentences to make users yearn for high-scoring composition and stimulate users’ learning needs.
④ Create conflicts at the beginning
There are even more weird sand sculpture plots similar to novel advertisements. At the beginning, it was a dialogue between the parents of the two children: Let your daughter stay away from my son. It is now the third year of the junior high school. My son is going to sprint to the key high school…
The sand sculpture plot of this kind of novel can often attract users and guide them to watch the next plot.
⑤ Irrigate the soul chicken soup
This method moisturizes things silently, and plants grass silently in the user’s mind. For example, “You have to learn python quietly, and then surprise everyone.”
Another example is an advertisement for an English speaking improvement course. The teacher speaks fluent English: You never know what a little more effort will bring. Life is a battle of the minute, and you don’t need to surpass others. Many, you only need to go beyond a millimetre, start an hour earlier, try one more day, learn a skill, and you can start to reap the extra millimetre…
The user felt that it made sense, and he nodded frantically in front of the screen. In addition, the teacher’s spoken language sounds very comfortable, and the endorsement of a famous teacher dispels doubts, and the user may be transformed in subtlety.
⑥ Inform usersDon’t swipe away
Another way is to tell the user “don’t cross out” directly at the beginning. But this method should be used with caution, unless you are well-known in the education industry, such as Zhang Quanling. Otherwise you will “die” miserably…
2. Dig into user pain points
The next key to conversion copywriting is to dig deep into the user’s pain points and let him generate demand. Regarding digging into user pain points, we have summarized 3 small methods:
① Scene-based pain points
From the perspective of the user, it will be more painful to show the pain points of the user with the scene.
For a small example, for example, the following advertisement for selling a class tells a “story” of a worker who has worked for two years in a workplace who has been working for two years because his English is not good enough to increase his sense of substitution.
There are many examples of the pain points in the scene of selling class advertisements. For example, in the plot, the courier showed the difficulty of tutoring the children because of his limited education level: my child has just entered the first year of high school, and his grades in mathematics and chemistry are too poor. I don’t have much culture myself, and I can’t teach him…
The pain point of the target user group in the copy stamp-the child’s academic performance is poor, and his education level is not high, so he can’t tutor the homework of the first-year high school student. Substituting the user into this real scene has a strong resonance.
② Point out common misunderstandings and pain points
For example, the advertisement of an educational institution selling courses pointed out the misunderstanding of the target user: How would you spend 5 million?
Then began to talk about the way ordinary people do: ordinary people will want to buy what they want to buy first, and live slowly with the rest of the money. This is the typical thinking of the poor, only thinking about how to live, not how to profit Profits…
Point out that this approach is a typical poor man’s thinking and guide users to seek change.
3. Provide solutions
Poke the user’s pain points and point out the misunderstanding, and then give the user a specific solution, and combine the course to give a plan, otherwise it will be difficult to arouse the user’s interest in the course.
Let’s follow the above case to talk about how to solve the pain point of the poor thinking?
In the second half of this case advertisement, the solution given is to learn money management: learn how to save money for 52 weeks, and you can save 13,780 yuan more a year. This is the first step in financial management—compulsory savings. For the advanced financial management method, you can use money to make money, you can sign up for XXX’s financial management class.
The temptation to use money to make money attracts users to sign up for financial management courses.
Next, you need to prove to users that the solution is effective and present the product’s efficacy. For example, it is designed for zero-based beginners. The 12-day course will take you to master scientific financial management methods. Learn how to use treasury bonds, funds, stocks and other financial management tools. Through non-wage income, make deposits continue to increase…
4. Obtain user trust
Getting user trust is an essential part of conversion copywriting. There are mainly two small methods in this link: endorsement by famous teachers + testimony by users.
① Endorsement by famous teacher
Using famous school teachers to do endorsement can gain the trust of users.
For example, in the small video below, the authoritative endorsement of the course is done by introducing the teacher’s personal background. The use of “leaders of teaching are all graduated teachers from Tsinghua and Peking University” to increase user trust and further stimulate user demand for purchase.
② User testimony
Another way to gain user trust is user witness. For example, an educational institution will specialize in a series of interviews with past graduate students.Let the students speak out.
5. Limited time and limited order promotion
Limited time and limited routines can be said to be a must-have in class advertisements. Through limited-time benefit discounts, creating a sense of urgency allows users to place orders quickly.
The typical routine is: the original price of 399 yuan course, now only 1 yuan can be obtained, but only 400 places…
You can also give users a sense of value by emphasizing the validity period of the course. Use the “hesitate, it will end” related words, to give users a kick and “force” users to place orders.
Conclusion
MoreThere are more and more small class advertisements and various kinds of class selling routines, mainly including 7 popular class video formats:
1. Counterattack scenario “cool drama” category
2. Parents’ pain point sitcoms
3. Price comparison melodrama
4. Point out learning misunderstandings
5. Famous teacher method explanation class
6. Emphasis on low-cost and fast-tracking
7. Simple and rude listing of selling points
Behind the advertisements that look like sand sculptures, there are 5 major conversion routines hidden behind:
1. Attract users’ attention
2. Dig deep into user pain points
3. Provide solutions
4. Obtain user trust
5. Limited time limit order promotion
These 5 conversion routines are also indispensable key links in the conversion process. They seem to be very simple. It is great to be able to use these conversion methods in conjunction with your own products.
This article is from WeChat official account: < span class = "text-remarks"> operations Research society (ID: U_quan) , author: routine newsroom