If new media copywriters want to make copywriting widely spread, not only the content of the created copywriting should be attractive, but also they need to find a suitable platform for dissemination. In different platforms, the role of copywriting is not the same, or the focus of copywriting design will be different. E-commerce platforms mainly refer to shopping platforms such as Taobao, Tmall, Jingdong, Suning and Pinduoduo. Many users choose to shop on e-commerce platforms, on the one hand, because they have fixed consumption habits and are used to shopping on such platforms. On the other hand, e-commerce platforms will place advertisements in different channels to direct users to their own platforms. When users shop in offline physical shopping places, they usually shop around first, find the goods they like, and then buy them. Many users do not have a clear shopping plan at the beginning, or in the existing shopping arrangement, they will have a new desire to consume because of the effective reach of advertising. Generally speaking, users will maintain similar shopping habits when shopping on e-commerce platforms

. When shopping on e-commerce platforms, if users do not have clear shopping needs, their shopping process is usually to browse the platform → be attracted by advertisements → open the product details page to browse → learn about word-of-mouth (watch live streaming) → add to the shopping cart → place an order. At this time, when a user chooses a product, it is not necessarily because he or she really needs the product, but because his or her attention is attracted by the copy, poster or video of the product in a short period of time, so as to learn more about it. In this process, he or she is finally attracted by certain characteristics of the product, or persuaded by customer service staff or anchors to complete the shopping. In order to encourage users to place orders, e-commerce platforms should guide users to place orders through advertising copywriting on the one hand, customer service staff and live streaming of anchors on the other hand. No matter which method is adopted, the ultimate goal of the e-commerce platform is to improve the turnover rate of users. There are so many commodities on the e-commerce platform that the attention of users is extremely precious. Different commodities are competing for the attention of users. If a product doesn't attract the user's attention right away, the user may be attracted to something else the next second. Therefore, e-commerce copywriting must be simple and direct, first grasp the user's attention and then guide the transformation, in all the traffic, the transmission path of e-commerce copywriting is relatively short, only "traffic push display → advertising copywriting attraction → sales page landing conversion" three links. The randomness of e-commerce copywriting reaching users is also the strongest. First, a lot of traffic is attracted by advertisements on e-commerce platforms, and the push of advertisements is accidental, which is not necessarily targeted at precise users. Second, users may not have paid attention to such products or brands in advance, and the brand recognition is not high. Therefore, businesses need to stimulate users' potential consumption desire with copywriting. So e-commerce copywriting often needs to highlight the core interest points. For example, the text "50% off famous brands" directly appeals to the temptation of benefits, or directly emphasizes the full reduction and discount range, strongly implying that users should not miss the activity, thereby increasing the page click rate or transaction conversion rate. The consumption habits of e-commerce platform users are highly random browsing. Therefore, even if the screen capacity of the mobile terminal is limited, the platform will try to let users see more choices, prolong the time they stay on the platform, and thus improve the conversion rate of commodity transaction. Therefore, e-commerce copywriting is generally visual impact posters, which emphasize to catch the eye of users first and then transform. Wechat public accounts are actively subscribed by users, and the content they read is mostly long articles and large paragraphs of text. Users weigh whether to take the time to read a long article before opening a wechat official account, so it's important to have an attractive title. If the title doesn't make the user want to click on it, the entire text won't be visible to the user. Of course, a good wechat public number head and lead can also improve the click rate of the copy. Wechat public number attaches special importance to the guiding role of title, attractive title can truly achieve the purpose of copy transformation. This is also the wechat public number copy as the representative of the characteristics of the long case, whether it is direct advertising, or obscure soft text, must have an attractive title.