Johnny Ma is a copywriter, good at consumer behavior research of Internet products, familiar with copywriting psychology, and has led the team in product development and operation for many times. Three interesting ideas are mentioned in Scream, which makes this difference come true.
1, drill into the user's mind to investigate.
If you don't know what users are thinking, then investigate consumers' beliefs, feelings and desires when buying.
Why do others want to buy your product? What's so good about him? First of all, use the law of focus to think clearly about the core points of product functions.
For example, if you want to sell a bottle of water, you decide to focus on "good water", but how can you decide that this is a good bottle of water? You may use professional words such as "surface water" and "patented technology", but for consumers, these words can't arouse the slightest interest. What should I do?
We can start with the purpose and significance and think about the logic behind this label. Think about why consumers need a really good glass of water, because they want to experience better and feel better, so "innovative life, extreme experience" means making a good choice.
It can also be written from the thinking mode of "user trouble". It is necessary to actually understand what troubles consumers have when buying water. For example, consumers don't know that the bottle of water is more cost-effective and the water quality is better.
More advanced demand mining begins with mobilizing emotional patterns. Let yourself enter the emotional thinking mode first. If you want to convey the message that water is good, don't say good water yet. Think about how consumers feel about the water they drink in public.
For example, there is scale in the public water tank, you have not cleaned it for many years, and you feel unclean after drinking it. In this way, your angle will become different.
The highest level of insight requires you to understand the brand's true beliefs about others. For example, facing different types of friends, using different languages. For example, friends who love sports can say "Hey, have a bottle and feel a healthier experience"; Friends who love reading can say, "Take a sip and the world will be quiet for you" and so on.
To sum up, deep demand can be divided into surface demand (product function), emotional demand (product appeal) and self-realization demand (brand connotation). The deeper you dig, the more you can understand human nature.
2, always, always, always speak human words.
Those professional words are for professionals, but if the product is aimed at amateurs, your professional words will only make consumers face each other across the sea.
"Advertising is the life of words." This is a famous saying of Pope david ogilvy in modern advertising. The essence of language is abstract, but in order to sell, the focus is to make people remember, so the focus of language is concrete.
The so-called concreteness refers to what the senses can recognize. The more specific the words used, the easier it is for consumers to understand.
For example, don't say "achieve financial success"; And say that "the weekly income can be as much as ××××× yuan"
Don't say, "Do you want to make your body look more attractive?" Instead, you can say, "Want sexy slim thighs?"
Specifically, you should open all your senses, try your best to feel and write down the details you feel.
3. Get rid of those dry things.
How to make your own difference deeply rooted in the hearts of the people? Try these methods.
Divert your attention. When paving the way, deliberately lead the reader's line of sight to point A, and then say B unexpectedly. Durex classic copy "Durex sugar-free condom, care for teeth, care for you more". How do you feel?
Dramatic effect. In this way, you need to lay out the situation and context first, let the readers follow your situation, and then use the methods of mystifying, making mistakes, revealing the stuffing and so on to create unexpected effects. For example, the propaganda of a beauty salon "Please don't flirt with the beautiful woman who just walked out of our hospital, maybe she is your grandmother", which makes people smile.
Personalize the brand and find the brand personality from the user's point of view. Suppose a bottle of coconut milk can talk, what will it say? Look at the coconut milk advertising copy that won the Cannes silver award on 20 13.
"The natural nutrients we contain can help digestion and thus lose weight. But that doesn't mean you can eat whatever you want. Chihuahua and pottery, for example, are not allowed. Disappointingly, we still need to issue such a warning.
We can significantly improve your metabolism. Of course, the premise is that you are not sitting there motionless. Unless you are a ninja, seriously, are you a ninja? If so, please add us to facebook. "
In this way, this bottle of coconut milk, like a funny friend, is very popular with people. Therefore, brand personality can be built in many ways to find a point of convergence with user values.
Start with emotion and find out what the brand wants to say to users. The fit of values can be found in many aspects, such as feelings, dreams, ideas, self, beliefs and so on. For example, the brand copy of hammer mobile phone is "innate pride", which arouses the values of the target group.
If you want to be different, you have to accumulate. All interesting ideas are based on a lot of solid accumulation, and only after mastering them can you have your own unique ideas. With so much information in the information society, you need to search for gold, accumulate, classify, record and review regularly according to your own needs and interests, and gradually you will be able to learn from others and form your own characteristics.
Being a different person will make you like yourself more after trying to accumulate. After all, the happiest thing is not to live like others, but to live more like yourself after hard work.