Reading experience of "Getting "Women" to Buy Online: Copywriting and Design Principles to Create a 28x Repurchase Rate: Master the heart-pounding marketing rules
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Insight into the psychology of female consumers
When it comes to the similarities and differences between the sexes, many people think that “men and women are different” to begin with, not to mention that there are some differences in areas such as thinking, interests, values, and consumer behavior. What if someone tells you now that even when writing product copy, you must first think about whether the target audience is male or female? I wonder, would you agree with this statement?
Indeed, understanding the psychology of consumers can be said to be a required course for every business. Just writing beautiful copywriting is not enough. We also allow consumers to “be their original selves” and get satisfaction from it. I remembered that I had read [The Difference Between Boys and Girls on Shopping] (https://www.carce.cc/blog/favorite/read/66) on the Internet before. After reading it, I not only smiled, but also had many deep feelings.
Because I usually teach copywriting, when I found “[Let “women” snap up purchases online: Copywriting and design principles to create a 28x repurchase rate](https://www.books.com.tw/exep/assp.php/vista/products/00 10793373?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201902)》This book quickly left a deep impression. Author Rieko Tanimoto said straight to the point: “It’s difficult to explain the unique feeling of women with theory… If you want to sell something to women, the key is to be ‘a little different’.”
The author writes in “[Let “women” snap up purchases online: Copywriting and design principles to create a 28x repurchase rate](https://www.books.com.tw/exep/assp.php/vista/products/0010793373?utm_source=vista&utm_medium=ap-books&utm_content= recommend&utm_campaign=ap-201902)” summarizes 39 [copywriting] (https://www.contenthacker.today/2019/01/5-tips-for-brilliant-writing.html) skills to teach you how to effectively encourage “Cinderella” to spend money to buy.
Here, I would like to share with you a few tips that particularly resonate with me:
Face up to women’s voices
The fifth secret: Women are not “worried” at all
When I taught copywriting classes in the past, I once said something very similar to the author: “All products exist to solve troubles.” Therefore, I teach you how to set the target audience and accordingly find out the pain points and benefits that will interest potential consumers.
But the author tells us that just “solving worries” is not enough, because many female friends are not worried at all, and their reasons for shopping are at best based on vague feelings… Seeing this, I felt like I suddenly understood. It is not enough to find reasons for people to actually buy. We should also pay attention to the voices of female friends.
Set target audience
Tip 12: The world view of “magazine” is an excellent model I couldn’t help laughing when I saw this. This is not surprising to me as a magazine editor in the past, but it is not simple if the author can also notice this detail!
It is true that every magazine has its own unique world view (have you ever thought about the difference between Business Week and Today?), and even women’s magazines can be segmented according to the age, lifestyle and interests of their readers. What’s more, the competition among women’s magazines is very fierce, and it is difficult to survive without a distinctive style or feature.
Friends who want to write good copywriting, please start reading magazines now!
Create a sense of presence
Tip 24: Treat guests as if they were face-to-face
Generally speaking, women are more slender and can resonate more with the sense of presence, so when writing product copy, it is best to write it as if it is written for a specific person. Although online shopping is convenient, the author reminds us that both buyers and sellers tend to forget that “there is someone on the other side of the screen.” Therefore, the farther the distance between our hearts, the more we need to create a “human atmosphere.”
The author also mentioned that although small companies are not as good as large companies in terms of resources and budget, the human touch that small companies have is likely to be the key to success. If you have just started Business, or are working in general small and medium-sized enterprises, don’t forget to create a sense of presence that only small companies can have. Friends who are interested can also refer to Icon Sanitary Napkins!
Heartbeat and Action
In addition, the twenty-ninth tip talks about designing emotional tricks to guide customers to “act”, which also made me nod frequently after reading it. Indeed, people have to be tempted before they can take action, so the design of Call to Action is very critical.
The thirtyth tip is also very good. The author bluntly points out that women are more realistic than men, but, but, but please don’t bring women back to “reality”. This is because women will suddenly wake up from their dreams as soon as they feel “reality”!
“[Let “women” snap up purchases online: Copywriting and design principles to create a 28x repurchase rate](https://www.books.com.tw/exep/assp.php/vista/products/0010793373?utm_sour ce=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201902)》This book is really interesting. I recommend friends who are interested in copywriting to buy it and read it! In addition, if I come to hold a reading party for this book next time, or hold a copywriting workshop for female consumers, would you be interested in participating?
★ Photo Credit: Andrea Piacquadio
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Further reading
- Reading experience of “Whole Network Marketing: Clarifying Complex Marketing Ideas”: To master the key to success, start by understanding the product, demand and market
- [“2018 LINE@ Summit” participation experience: A brief discussion on the user management thinking and content strategy of Delexu and Seafood King] (/blog/2018-line-summit-participation-experience-a)
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