We write a copy step by step like a doctor, but we don't consider the basic elements when writing a copy. We rely more on "creativity", "inspiration" and even our own feelings: "Well, this copy is not good enough. The words are bigger, smaller and bigger. " Copywriting without basic elements leads to a great waste of copywriting resources.

Then, what are the "key factors" and "essential" basic elements that need to be considered in writing a copy?

We can think from three angles: demand level, ability level and competition level.

I. Demand layer

People's needs are diversified, but in fact, marketing is to meet the needs of others while making profits, rather than what most people think, marketing = sales.

According to Maslow's demand model, there are physiological needs, security needs, social needs, respect needs and self-realization needs.

According to the five levels of demand, five consumer markets can be divided:

1. Physiological demand→ To meet the minimum demand level in the market, consumers only need products with general functions.

2. Safety requirements→ Meet the requirements of a "safe" market, and consumers are concerned about the impact of products on health.

3. Social needs → Meet the market that needs "communication", and consumers pay attention to whether the products help to enhance their communication image.

4. Respect demand → meet the market with distinct requirements for products, and consumers pay attention to the symbolic significance of products.

5. Self-realization → Meet the market that has its own judgment standard for products. Consumers have their own fixed brands. The higher the demand level, the less likely consumers are to be satisfied.

For example, when emphasizing self-realization needs, Nike's copy is written like this:

Second, the ability layer.

After finding the demand, we should still consider the demand of copywriting. Do we really have the ability to provide solutions for users?

For example, in a plastic surgery hospital I contacted, the whole propaganda was "Make the world better". In fact, even without thinking, we all know that a plastic surgery hospital cannot have the ability to "make the world a better place". Therefore, no matter how many times such a copy is put in, it is difficult to impress consumers, which is what we often say, users have no feeling.

Third, the competition layer.

In our time, many times, our industry has many competitors. Therefore, whether developing products or writing documents, we should consider competition.