Copywriting that can make people remember and be willing to spread is usually called sticky copywriting. Also called sticky. Such copywriting is often very similar to rumors.

So, how to make your advertising creativity sticky? Since marketing is an art and a science, there must be traces to follow. Yes, here are 6 secrets to make your creativity stickier. They are:

1. Simple: Refining core information

2. Unexpected: attracting and maintaining attention

3. Specific: helping people understand and remember

4. Credibility: making people willing to believe

5. Emotion: making people care

6. Story: prompting people to take action

1. Simplicity: Refining the core message

Look at these two sentences first:

A. Instilling revolutionary actions into a retired dog is ineffective

Which sentence do you think is easier for you to remember? Obviously B.

“Simplicity” in marketing often means stripping away the cocoons and unraveling the core thing. In other words, simplicity = refinement + core.

A successful defense lawyer pointed out: "If you defend from 10 angles, even if each argument is well-founded, the jury will not be able to remember any of it after entering the lounge." Let it peel off Remove the layers of shell, as Li Jingshou said, the first step of the strategy is to give up. How to give up the irrelevant information and extract the core information?

There is a very simple detection tool: ask yourself a question: If there is only one, then this is——.

For example, if you want to advertise a product with many selling points, you can ask yourself a question: If you can only emphasize one selling point, then this is————.

Similar sentences include: If you can only do one thing, then this thing is -, if you can only complete one job, then this job is - etc., it can be screwed up quickly. out the most core information.

Of course, after extracting the core information, you still need to share it.

Here is a case. As a local newspaper, most newspapers are emphasizing localization, but there are few very successful cases. Dunn Town, North Carolina, USA However, "Dunn's Daily" relies on its strategy of focusing on local news, with a coverage rate of 112% in local cities, ranking first among newspapers in the United States in terms of local coverage.

The founder of "Dunn Daily News", Adams, like other local newspapers, emphasizes focusing on the core of local news operations, but he specially refined the sentence "names, names, names",

He said, "If reporters can collect more names, he would be willing to hire more typesetters." "The mayor of a small town and the mayor of New York have the same influence on small town residents." In other words, "name" is better than cost and everything else. This point of view is very specific (see point 3 "concrete" in this article), and everyone in the newspaper office can understand it and put it into action.

About simplicity, let me emphasize it again: simplicity = refinement + core. If we want to implement it better, we need to continue to share and strengthen it, such as Adams’ approach.

2. Unexpected: attracting and maintaining attention

In today's era of overflowing attention, it has become increasingly difficult to attract attention. The most basic way is to break the rules. When talking about accidents, I especially think of a public welfare film played in a Hong Kong cinema: In the cinema, the audience is all seated. As a rule, advertisements will be played before the movie is played. The camera perspective is the perspective of a driver, and it is always on. At this time, the cinema staff sent a text message to all the audience. Many people looked down at their mobile phones. Suddenly, "Bang!" The car in the commercial was in a car accident and the window glass was broken. Everyone looked up at the screen and subtitles appeared: Using mobile phones while driving has become one of the main causes of car accidents in today's society. Everyone is reminded to watch the road.

At first, the audience must have thought that this was a car advertisement, but when they read the text messages and then looked up at the unexpected car accident on the screen, the concept of "Don't use your mobile phone while driving" must have been deeply rooted in the brain and echoed for a long time. .

“Unexpected events are often very sticky, because surprise allows us to concentrate on thinking. Surprise allows us to discover the reasons behind the event, imagine other possibilities, and try to avoid similar incidents from happening again in the future. ”

So how to do it will surprise people? Surprising? Here are 3 key points:

1. Determine the central message you want to convey (find the core);

2. Find the counterintuitive part of the message (the core message is surprising What does it mean? Why aren’t things going this way now? )

3. Convey information by disrupting the audience’s predictive schema on an important yet counterintuitive level. Then, once the archetype predicts failure, help them fix the archetype.

3. Specific: Help people understand and remember

Please spend 5-10 seconds on each of the following sentences. Don’t rush. When you switch from the previous sentence to the next, You will find that whenever you think of different things, the feelings evoked are also different:

*Think of the capital city of Guangdong;

*Think of the Mona Lisa;< /p>

*Think of the house I lived in for the longest time as a child;

*Think of the definition of "truth";

*Think of the definition of "watermelon";

David Rubin, a cognitive psychologist at Duke University in the United States, used a similar connection to clarify the nature of memory. Each memory instruction above triggers different brain activity. The capital city of Guangdong is an exercise in abstraction, unless you live in Guangzhou. On the contrary, the image of Mona Lisa evokes the visual image of that famous mysterious smile, and thinking of the house where I lived for the longest time as a child evokes It will be a series of memories: smells, sounds, images. You may even recall the path you trotted through, and the place where your parents used to sit. But the definition of "truth" is more difficult to conjure up any memory. , you may have to temporarily make up a definition of your own understanding of truth. The definition of watermelon must evoke the striped rind, red flesh, sweet taste, heavy weight, etc. Then you may feel yourself switching to another mode, trying to condense these sensory memories into a one-sentence definition. .

Our brains are equipped with a large number of small hooks. The more small hooks a certain idea has, the easier it is to stick to the memory. The so-called Velcro of memory.

Just like in the "simple" paragraph above, Adams, the founder of "Dunn Daily", transformed the abstract concept of "focusing on local news" into the specific "name, name, name", let him Operational strategies become better memorized.

So, you know why most of the more successful advertisements use specific points to help the audience remember. For example, Uber uses a series of specific stories in order to show its interest. Come. (In addition to specifics, there is also a story, see the next article for details about the story)

This kind of copywriting is also like a hook, pulling out a very graphic memory picture.

4. Credibility: making people want to believe it

If it is a weight loss product or a health care product, the key challenge must be: how to convince people. In fact, no matter what product or service it is, the audience needs to feel credible, otherwise they will never pay for it. So, how to convince people? There are two methods here: external evidence (authority, counter-authority), internal evidence (vivid details, statistics).

Here’s a great story: edible fabric. In 1993, McDonough and German chemist Michael Braungart wanted to create a production process for the fabric used in Steelcase brand premium seats that did not use toxic chemicals. For people in the industry, this is simply an impossible task. Dangerous chemicals are often used in the textile industry, and most dyes contain toxic substances. As a result, more than 60 chemical manufacturers were rejected, and the statement could not be made. However, only one pharmaceutical company said that there was no problem. They studied 8,000 chemical substances and used a set of safety standards to test each chemical substance. The results were 7,962 The chemical substances did not meet the standards, and only 38 types were left - and those 38 types, according to McDonough, were really "safe enough to eat"

Unexpectedly, they only used those 38 types Chemicals are used to make all textiles. When the government sent people to test whether the discharged wastewater met the standards, McDonough said: "The inspectors thought there was something wrong with the tester, and then they tested the incoming tap water and found that the production process The fabric instead further purified and filtered the water."

It was found that none of the above contained credible internal evidence (authoritative inspectors, authoritative McDonough and German chemist Michael Braungar special) and external evidence (details of "safe enough to eat" and statistical data on the selection of 38 chemicals out of 8,000).

Speaking of this, you will definitely say: Yes, what is the anti-authority in the internal evidence? Of course, being anti-authoritative means not using an authoritative image, but using real-life stories to illustrate it, just like a buyer's show.

Regarding credibility, this is actually very similar to the part about proving benefits in "Sales Brain": buyer show (external evidence), display effect (internal evidence), display data (internal evidence), display Vision (internal evidence)

5. Emotion: making people care

Mother Teresa once said: “If I saw a crowd, I would never act. "If what I see is a person, I will." In order to study whether other people are like Theresa, some researchers at Carnegie Mellon University in the United States conducted an experiment and prepared two versions of fundraising for Africa. Letter, excerpts are as follows:

Version A:

*Food shortage problem in Malawi affects more than 3 million children;

*Serious drought problem in Zambia As a result, corn production has dropped by 42% since 2000. An estimated 3 million Zambians face famine.

Version B:

＊All your donations will be transferred to Rokia, a 7-year-old girl in Mali, Africa. Rokiya is extremely poor and facing severe hunger. Your generous help will improve her life. With your support and that of other caring individuals, Save the Children will be able to assist Rokia’s family and community members and provide Rokia with food, education, basic medical care and hygiene knowledge.

The results found that the average donation for reading version A was 1.14 US dollars, while the donation for reading version B was 2.38 yuan, which was more than twice as high. After further experimental verification, the researchers found that when people enter analytical thinking When people think emotionally, they are less likely to be emotional, and when people think emotionally, they are more likely to be moved and cared about.

Do you still remember that half bottle of water for charity? Now you must know why specific photos of children are included above, right?

As for the word "emotion", I personally understand it more as "emotion" is what kind of emotion it is meant to arouse in others, similar to the story of Rokia, the picture of the child on the package of half a bottle of water. , the emotions to be evoked are all sympathetic emotions. Wong Lao Kat's "Drink Wong Lao Kat if you're afraid of getting angry" uses the emotion of people's fear.

So, how to arouse people’s emotions and make them care? People care most about themselves, so naturally, interests related to themselves are more able to arouse emotions and make people take action. John Caples is very good at this. Take a look at the following methods he commonly uses:

*If you can follow this simple plan, you will be free from money worries.

*Give me 5 days to give you a vibrant personality... Let me prove it to you, completely free of charge!

＊Secrets to quickly increase your height to help you rise step by step.

＊Retire at the age of 55

Almost every item incorporates self-interest, making people have to care about it, and arouses people's good emotions about being a better version of themselves.

Of course, sometimes personal interests may not necessarily be universal. For example, when it comes to morality and politics, this will not be discussed for the time being.

6. Stories: prompting people to take action

Have you ever found that, whether in class or at a meeting, as long as someone tells a short story or personal experience, etc. Some people will immediately prick up their ears to listen. So, which stories are sticky? The answer is: all stories are sticky.

Maybe you haven’t noticed that there are actually types of stories: challenging plots, connecting plots, and creative plots.

Challenge plots: Often tell stories of self-breakthrough, such as stories about sparrows turning into phoenixes, turning defeat into victory, and stories about being disabled but determined. They are mainly used to inspire people and inspire them to accept more challenges.

Contact plot: For example, a loser meets a beautiful woman, and a bottle of Coke connects them; it often tells about social relationships;

Creative plot: similar to the inspiration of Newton when an apple hits him Understanding the law of universal gravitation usually solves people's long-standing myths or solves problems in ways that break common sense and create innovations.

So, what types of stories should be told and when? It’s absolutely right to talk about the connection story at the company’s year-end party, and it’s definitely right to talk about the challenge story at the project kick-off meeting. In fact, understanding the above three story types is not to let us learn to tell stories, but to learn to collect and identify good stories so that we can use them in advertising creativity.

The biggest role of stories is to simulate and inspire. For example, A is a professional and B is an amateur. If A demonstrates to B the principles of using his professional tools, B will definitely be confused. , at this moment, if A tells a story that explains the principle, B will definitely understand it. This will allow two people with inconsistent understandings to understand the same thing on a relatively consistent basis.

As for the stories, there are actually several in this article. Can you find their functions?

Summary:

The six points that make creativity more sticky can be abbreviated as: simplicity, strangeness, tools, letter, love, and things. Stories are always specific. Most stories also have "emotional" and "unexpected" elements. The key is that in order to effectively convey the story, you must ensure a premise, which is simplicity, and make sure the story reflects your core message.

You must have heard the story of kidney stealing. Which of the above six points do you think this story meets?

Ye Xiaoyu, author of "New Media Copywriting Creation and Communication", WeChat public account: Ye Xiaoyu Paopaopao (talkto520)