For this article: sen miao climbing for the 20,000 pieces of data, zhang jiaxi for the data, teacher ye xiaoyu for his moments course, and the evaluator for the mapping. What is the most important feature of a copy that can sell? "at least it can mobilize the desire to consume, and people want to buy when they see it." "it can be trusted, at least it will not doubt the quality of the product" "there must be a very convincing selling point." maybe your answer is something like this. But i think that one of the most important characteristics of copywriting that can sell goods is that it is from the perspective of consumers. And the content of the copywriting is designed according to the process of contacting the copywriting. The reason why most copywriting has limited special email list conversion ability is often not because the selling point is not good enough, builds trust or does not mobilize desire, but does not consider the entire process of consumer contact with copywriting. That is to say, for every link in the entire process, you should consider and give solutions, but you only focus on a single link. In this way, the conversion effect is naturally very limited. So, what is the process for people to be exposed to any marketing message? In 1898, elmo reeves proposed the marketing communication model aida . This model believes that consumers can be divided into attention and interest according to the degree of their reaction from contacting marketing information to completing the purchase. , desire (desire) and action (action) four consecutive stages. Therefore, only by giving targeted measures in these four reaction stages, can the conversion effect of the copywriting be maximized, so as to achieve the purpose of marketing.