Babysitter level!Brief is written like this, Xiaohongshu has doubled the explosion rate!

Editor: BRIEF, as a bridge between the brand and the blogger, largely determines the main direction of the blogger's content, and also affects the effect of the product. Writing BRIEF can help your little red book notes become explosives, so how to write BRIEF? The author combines some cases and introduces it from four aspects, hoping to help you.

Seeing this title, some people probably wondered: What? Is the explosive article related to BRIEF? I tell you responsible -not only the relationship, but also greatly determine the grass power of the note.

I found that most brands are spending a lot of time and energy to study how Little Red Books, how to identify bloggers' moisture, and talk about the schedule with bloggers. I failed to give a brief that can reach the passing line. The incoming point and selling point of the notes and the selling point were displayed in various ways. Everything was said, it was a pity to pull the entire launch effect, which is a pity.

As the bridge between the brand and the blogger, BRIEF is the "indicator light" of the blogger's creative process. It largely determines the direction of the blogger's content, and also determines the presentation of your product in front of consumers.

Even many times, we will do Brief based on the characteristics of a single blogger to achieve accurate creative orientation. Is it important to say Brief?

Today I will talk about how to write a brief that can accurately convey notes and help notes to become explosive.

A complete BRIEF mainly includes four parts -brand introduction, product introduction, notes creative direction and cooperation precautions.

Next, I will explain from these four aspects, and will also give you a reference in combination with some cases.

1. Brand introduction

Among the brands I have contacted, more than 80%of them will not ignore this part, but unfortunately, most of them have made mistakes.

Why do you say that?

What do we think of the first thinking about the brand introduced?

Brand story, brand development process, brand founder's concept, etc. Is it right?

Of course, these contents are very important for a brand. It has witnessed a brand from one IDEA to the present, but sorry, these are not important for a BRIEF.

Before we write BRIEF, the first thing we need to know is that Brief shows the blogger, to facilitate him to quickly understand the brand and products, clarify the requirements of the brand, and output high -quality notes.

In other words, do not waste the content in BRIEF, it is best to apply it to note creation.

Even though this content may move or shock the development of the brand, it has almost no help for creation, and it will increase the blogger's reading time cost to a certain extent. The brand's self -praise was turned off directly without seeing or finishing the important content of the note.

Compared to these contents, what we need to show in this part is----

1. Star endorsement & recommendation

It can be a celebrity endorsement, star recommendation, who has been on who and who has been recommended by the brand.

These all passed a message to the blogger -our products were verified and recognized by these people.

The bloggers are followers of traffic and waves. Information such as "XXX same models" and "XXX recommendation" not only makes them more trust in the brand, but also reflects them in their notes, so that they will endorse you again!

2. Comprehensive strength

The supply chain strength and factory strength should not be underestimated. "XXX replacement" and "XXX same factory" are also part of your brand power.

For example, a skin care product I have served, the factory they cooperate is the foundry of some international brands in China, which means that our brand and certain international brands are completely consistent in the choice of quality control and even raw materials.

Show this part of the content will deepen the trust of bloggers and consumers' trust in the brand.

However, it should be noted that do not ask bloggers to show too much close -up of this part of the content in their notes.

After all, his identity is just a consumer, and there is no chance to enter the industry, let alone enter your factory to inspect. From the perspective of consumers, he may know what level of content, and tell him this level, click on, click When it comes to it, it will make your grass notes more real and credible.

If it is a new brand and the content of these two parts is relatively lacking, it can be ignored directly and enters the next part.

2. Product introduction

Speaking of this, many brands are not sleepy. When it comes to the advantages and core technologies of our brand, it is really three days and three nights ...

Stop!

At this time, I have to splash you cold water. I believe that no blogger can read a function and one page. Finally, the product introduction is written by a dozen pages of BRIEF.

Of course, this is more serious and meticulous than throwing a detail page directly, but it is too serious ...

Still, bloggers are also consumers. What will he think in such a series of selling points?

Oh, so much, so amazing. Close PPT: What? What did I just watch?

understand? Tell him so much, he couldn't remember at all, and then he had to come back to see it again, and repeated the embarrassment that could not remember once. Besides, in so many functions, he doesn't know what the focus you want to express is at all.

Therefore, in BRIEF, we also need to distinguish between levels and combined adjustments to the selling points to guide bloggers, let the content issued out of your brand, and form a unified and profound brand impression in the hearts of users.

1. Core selling point

This involves the product segmentation and crowd positioning I mentioned earlier. For the brand, if you want to achieve absolute innovation, it is relatively difficult to create a zone that is completely involved at all, so we need to have an in -depth analysis and correspondence on the functional point and target user pain points of the product, and select A core selling point, cutting in from the segmented crowd, establishing a brand voice, so as to slowly radiate a wider range of people.

This selling point is not only the most concerned content of your users and your product advantages. It needs to be enlarged and quickly forms the user's perception of the brand.

For example, this slimmer pills focus on the function of thin waist. From the crazy eating, scraping oil after the hot pot, and envious of colleagues from several scenes such as the life circle to the small waist to cut into the display.

In addition to the core selling point of the segment, the functional point of "people without me" can also be rendered appropriately. This is very important for the pain points of the target group in the middle, and it is also the key to determining that your product is different from competing.

For example, a bubble barrel we have previously launched can be folded. After using it, there are only two books thick after use. Compared with the bulky bucket -type home bubble barrels, it is easier to store, covers a small area and small power.

This distinguished it from other foot barrels, completely cut into the pain points of the small living room rental party and dormitory party.

As long as this is amplified, the explosive text is natural.

2. Auxiliary selling point

This part should not be too much, and it is enough about 3 o'clock.

This auxiliary selling point suggests that it can not be the functional characteristics of the product, but the other advantages reflected by the side.

E.g--

Clothing can be material and workmanship to reflect it comfortable and skin -skinned; fast food foods can not be cooked or laundering, it can reflect it convenient, fast and suitable for lazy people; fruit wine can be high value to reflect its social value; physical milk; body milk It can be pressed by pump head, just apply an arm to reflect the design of the details ... The product innovation and intimateness can be perceived in the details of the entire use process. With the manifestation of carefulness, finding them out is much better than you drinking the product alone.

After all, in addition to the core selling point, most of the remaining are the functional points of the public. It belongs to you that there will be competitive products. This part is enough to be closer to consumers in the content of the content.

It should be noted that trying to replace the information into "Little Red Book Language" in BRIEF.

In other words, write it down with what your sister can understand and tell him, and even you can set the scene or match statement of a few functional points to help him diverge his thinking.

Believe in me, no one wants to read a product manual without emotional colors, bloggers are unwilling, and users of Xiaohongshu are even more unwilling.

3. Notes creative direction

This is a part that many brands are ignored, or the role of this part is confused with the product selling point.

The selling point of the product is to allow the blogger to quickly get the product's advantages, and the direction of note creative is to allow him to be guided from the aspects of the overall structure, manifestation, form, entry point, and even picture angle and layout.

In the previous sharing, I also said that in the early stage of the launch, I can use KOC to test the direction and selling point content of the notes, and the role of the test has exerted great value here.

By analyzing the previous test results, we can plan different content direction planning according to different content direction of the people or accounts, such as single products recommendation, evaluation, good object collection, dry goods tutorial+product implantation, home life, VLOG, and so on.

Of course, this is a brand that has a certain brand sound on the platform and a relatively large amount of launch. If it is a new brand that has just entered the game, or small batch of launch, just take one content direction to focus on.

Let's take that scoop barrel as an example, because the amount of launch is not large, and the content formal form is too decentralized to allow the grass power to spread invisibly. The characteristics of the use scenario of the Student Party, put all the content on the use of a single variety of grass as the use of the heart to share, and pull the explosive rate to more than 30%. According to data feedback from the e -commerce platform, a single notes brought 5000+ orders to the store within a week.

Of course, you can also list a content direction alone in encountering e -commerce marketing nodes, such as "Double Twelve Stocking List", "618 薅 Wool Raiders" and so on.

In this part, it is also necessary to expose the requirements of core keywords such as brand words, product words, etc., including the proportion of products in the entire notes, which facilitates the overall layout of bloggers.

If it is a video notes, it also needs to be mentioned for the special requirements of the exposed or logo.

The direction of note creation is not static. It needs to be continuously adjusted and optimized with the advancement of time and brand development, and the expansion of the target population and the diversified layout of content.

In the direction of note creation, compared to the simple text description, you can synchronize the links of the picture or case notes to facilitate the blogger's understanding.

Fourth, cooperation precautions

This part is one of the easiest parts of the brand to write BRIEF. It can not only avoid the rework of the details of the details of the details in content creation, but also avoid the controversy of the follow -up parties.

1. blogger related

Do you need a real person to appear (full face or half -face) (full face) to make a period of time for manuscript (a few days after receiving the product) after the release of the manuscript).

If there is a solution that is limited or a wide range of judgments (hidden the original notes to release or the original notes modify the copywriting) notes (the original account authorized official account release and use) releases the topic of notes Bloger selection) Notes reserved time (how long after release cannot be deleted, modified, etc.) 3. Finance -related

In short, whether to settle money (eclipse time or limited conditional conditions) (whether a blogger is required to issue an invoice) In short, Brief is the display content of the front end of your product's grass, and to impress the blogger to make his creation more fit the brand more in line with the brand The needs of squares and users finally achieve the best grass -growing effect.

Author: 公; Public account: 啵啵 啵啵 灶 灶.

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