When children grow up, they always miss the river in front of them;
Dear, don't let our wedding be held under other people's eaves;
No one can make her life better except you;
The night is so beautiful that I can't sleep without spending money.
Seeing that I was so embarrassed, I sent the first copy to a circle of friends: let everyone guess what this is for sale.
There are many kinds of replies: some say it's selling fish, some say it's selling water, some say it's selling toys, and even some idiots say it's an advertisement for Durex to cooperate with other brands!
As I was preparing to buy a house, I said that the copy didn't impress me.
It's also an advertisement for selling houses. Let's look at this again:
This copy seems a little tempted: to settle in this city, isn't there a home that people who work hard outside want? !
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So why is this copy so much better? What is the difference between the copywriting of two real estate advertisements?
Because the first advertising copy is the expression of self-satisfaction, and the second cross-industry cooperation advertisement is the expression from the user's point of view.
User perspective, as the name implies, looks at the problem from the perspective of users (others).
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So, how should we train the user's perspective?
This requires adapting to the cognitive essence, automatically switching perspectives, and using the principle of "saying no" to find what others really care about.
First, from the user's brain, what is the real demand behind the search?
There is a gap between what merchants want users to do and what users really care about. Therefore, businesses should think from the following angles: what do users see, hear, care about, support and oppose?
Taking selling a house as an example, what do buyers care about?
Stiffness ratio: price, location, supporting facilities, transportation and apartment type.
Psychology: I don't want to move frequently, but want to settle down.
Different functions: investment, just need, children entering school, getting married, buying a house.
Brand promotion positioning is different: is there cross-industry cooperation with high-end brands to meet the identity symbol of consumers?
These are all considered by buyers, and in the first local advertisement, what is the first thing that users think of when they look at the text alone? "River in front of the door"-swimming pool, "wedding"-wedding, "except you"-wedding, "beautiful night"-nightclub, what does this have to do with the house?
This is related to a "stool" spit out before, as shown below:
As can be seen from the picture, "Don't climb" is illusory:
1 such a small word, it is difficult to be noticed at the first time;
Shopping in the mall is a physical activity. I want to find a seat when I am tired, which just provides convenience.
These two Snoopy dolls are so attractive to children that it doesn't matter whether they climb or not, and they may be illiterate.
So this is an anti-human demand design from a "self-perspective".
Second, suppose the user says "no" to the product.
All product copywriting has a direction, and through this direction, there is only one ultimate goal-what can users get? So we can go back to the original question:
Why don't users choose my product?
Why can't my product provide value to users?
Why can't users find a solution here?
Or selling a house, from the user's point of view, it is generally like this:
In the first step, users are most concerned about their own interests, that is, what they can get from buying this house, and what is the result after participation?
In the second step, the user looks at the type of house, that is, what is this house for? Is it a holiday dish, a dish just needed or an investment?
The third step is to look at lots and huxing, because the first two steps have attracted the attention of users, and generally do not look carefully afterwards.
The fourth part, whether the surrounding industries of each brand are complete, whether a horizontal alliance is reached, and whether consumers can shop conveniently and cheaply.
Most users participate in the first three steps, and they are half successful. If they can't complete these three steps, they will give up completely. So the elements involved in these three parts are a key. So, in the first advertisement, no matter what I care about-it doesn't provide value and can't satisfy my own interests-remember, don't emphasize how great the product is, but tell the user how much benefits it can bring him.
Third, it conforms to the cognitive essence.
As mentioned in "Super Symbol is Super Creativity", the copy should directly state the facts and demand action, not empty or deliberate.
Simply put, the original intention of the product is to solve the urgent needs of users, and then the method to solve this demand is expressed in situational language.
1 replace abstract language and adjectives with "visual language"
For example, to describe a girl, don't use beauty, but say "wherever you go, men, women and children are attracted by her eyes."
Use "comparison" to highlight something, not quantifiers and numbers.
For example, don't say "special price 88" when promoting sales, say "original price 888, special price 88 today".
The above three points can help us switch from the self-perspective to the user's perspective, stand out from the visually exhausting copywriting and make people shine.
[summary]
Any copy, its ultimate goal is nothing more than two:
Change the user's attitude towards something in his mind, and then urge the user to do an action;
Attacking the user's default choice from the user's perspective can achieve the goal of "changing the user's attitude" or "urging the user to act" with twice the effort.
Transfer from marketing flights
Author | Yuan
Finishing | Gong