Double 11 is here again. How to successfully attract consumers’ attention and trigger consumers’ purchasing behavior has become a proposition that merchants must solve. As Xiaohongshu has a great influence on consumers' shopping ordering behavior, how should merchants write good copywriting during the Double 11 period, so as to plant a "seed" in the minds of consumers and trigger their Want to shop? 1. Dig deep into user needs. If you want to write a good note, you first need to gain insight into the consumer's mind and find the intersection between product features and user needs, thereby extracting relevant keywords and making grass planting notes. For example, there is a very successful brand promotion case of dysmenorrhea tablets on Xiaohongshu. When the brand was planning the content of Xiaohongshu, it did not start with the dysmenorrhea that is most associated with it. Instead, it took a different approach and took "the metaphysics of girls' dormitories" as the theme. It shows the phenomenon of "human-to-human transmission" of girls' menstruation, which arouses strong outcry among girls. On this basis, the pain points of dysmenorrhea are highlighted, analgesic tablet products are introduced, and value links are output: even if they are "infected" , you can also take painkillers together to solve the problem. This kind of implantation can make users feel more empathetic and eager to try, thereby increasing the conversion rate. Therefore, for merchants, finding this special intersection between products and users is the most critical step. 2. Plan valuable content. The core of Xiaohongshu's grass notes lies in whether it has value. This value can be opinions, guides, or dry goods. The focus is to help potential users solve problems and make the audience feel rewarded after reading it. After stimulating the needs of target users, guide them to search for products, and then potentially place orders and convert. And specifically, how to plan the content of Xiaohongshu? There is a formula that has been used by brand merchants in many industries: persona + difficulties encountered + pain points + solutions + malleable content. Specifically speaking, character design refers to what kind of character image is created by the released content. On Xiaohongshu, users will "casually" look at what people who have the same needs as themselves have used to solve their needs and pain points, and the content shared by these users will influence their shopping decisions. Therefore, this account can be created as a "similar" account with the same needs, or it can be created as a KOL or KOC with a certain degree of professionalism. In terms of identity, it can also be created as an office worker, a mother, a student, etc. Of course, these characters are the characters that need to be created when doing amateur promotion. If the brand uses its own account to promote content, then the character is the brand, and it promotes product content from the brand's perspective. Difficulty: Start with the character and extend it to what problems occurred and what kind of troubles you suffered. Pain points: Regarding the pain points of similar products on the market (such as too expensive, unsafe ingredients and materials...), what doubts do you usually have when buying such products? When you come into contact with the product, what will you consider (cost-effectiveness, functionality, Security) Buy... Solution: Here you can introduce the product, combine the product's selling points with your own problems, briefly talk about the use process, and then what kind of use effects are obtained, highlighting the product's functional selling points. Extended content: The final content can be flexibly added based on the overall theme. For example, you can add some attention to implementation to increase professionalism and credibility; you can also add some guidance content to stimulate consumers to pay attention to and understand the product. This formula is not universal and can be adjusted based on different industries, different user groups, and different sales themes. Good Xiaohongshu content still needs to be based on “people”. What content might the target users want to see? What kind of content will you be attracted to? Brand merchants can start from these perspectives to plan grass-roots content that can impress users. The promotion and traffic effect that good Xiaohongshu content can play is amazing, but at the same time, good Xiaohongshu content is also difficult to plan, including topic selection, keywords, titles, text, topics, etc. Carefully planned, the comment area also needs skilled guidance, and subsequent data must be analyzed in a timely manner to expand content weight and exposure. As Double 11 is around the corner, Xiaohongshu planting marketing is an indispensable channel for merchants to expand and attract traffic. Therefore, if merchants have any questions about Xiaohongshu marketing, they can leave a message in the comment area below, or click on the avatar. Enter the home page for private message consultation, and Xiaozhou will be able to answer questions or provide service support to merchants at any time.

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