Everyone who watches advertisements is a great god, who can always evaluate one or two, saying seven or eight: it's not impressive here, and it's not attractive there.
However, when we go to advertise ourselves, we usually have a hard time and don't know how to start.
Why are consumers attracted to you?
Why were they moved by the advertisement and finally bought it?
What do people really want?
What on earth will make them react?
For these questions, Drew Eric Whitman's best-selling book "Golden Advertisement" may give us some guidance.
The failure of many advertisements lies in wishful self-confession, but consumers never care about you, they only care about themselves.
What do you care about yourself?
Your advertisement can impress consumers and drive them to act in minutes, which must have touched some of their desires.
Whitman pointed out in the advertisement "Sucking Gold" that human needs can be summarized into eight basic desires:
1, live, enjoy life and prolong life.
Step 2 enjoy food and drinks
3. Freedom from fear, pain and danger
Step 4 Seek a sexual partner
5, the pursuit of comfortable living conditions
Step 6 compare with others
7. Take care of and protect the people you love
8. Get social recognition
These eight desires have created countless classic cases, which are not only frequently used by advertising copywriting, but also used by too many marketers and operators to compete for the Central Plains and consolidate their position.
0 1
Live, enjoy life and prolong life.
Although the world is busy, there are always people living poetically.
Food, clothing, housing and transportation are not only the basic material needs of human survival, but also endless desires. Most people always know how to make themselves more comfortable and hope to live a better life.
If something can make us better after we finish it, then we are definitely more willing to take action, there is no doubt about it.
Otherwise, why do all products and advertisements shape consumers' interests and create a better life?
We enjoy the happiness and change brought by fitness, so keep says that self-discipline gives me freedom;
We are intoxicated with the comfort and indulgence brought by travel, so Ctrip advocates that we will leave;
We like flowers, FlowerPlus tells you, with the cost of a cup of coffee, spend a week to experience the feeling of flowers lighting up life.
For example, on the New Year's Eve of 20 19, Aauto quickless starts from ordinary Aauto quickless users and records the real face of ordinary people.
They come from different parts of China, even a corner of the world, so that people can see the happiness of every kind of life, which is a way to enjoy life.
Can't dance seaweed, only dance with wolves.
There is no nine to five, only sooner or later.
It is too far from the finish line and the rest of my life.
There is no script in life, and everyone has his own way of living.
Life is beautiful, and you need to discover it. How beautiful can your products make consumers enjoy?
Not only functional, but also emotional.
02
Enjoy food
The best wake-up sound should be like this:
The potato beef soup was stewed to a dull glug sound.
The sizzling sound of barbecue sauce on fried meat.
The creaking sound of fried dough sticks expanding in the oil pan
The rustle of fried rice, shrimp and eggs in the pot.
The sound of sweet wine pouring into a cup
The crunch of crispy bread with garlic liver sauce ...
Our memory of taste can be so long that we can't change it over time. They will also be opinionated, prefer a certain taste and despise each other.
Brands often try their best to find the connection point of this memory and mobilize your taste buds.
They will also use exaggerated expressions to tell you how delicious it is, use extreme shooting techniques to make the food full of color and flavor, and let the detailed copywriting description make you drool at a glance.
For example, the most delicious domestic food documentary "Flavor World" will make foodies want to stop every time the picture is combined with the copy.
Precision texture? Irregular hole
Just like the surface of the moon.
Thousands of high-intensity collisions
Changed the true colors of beef.
It also gives them a brand-new taste.
The moment the crab shell broke.
Crystal clear crab meat jumped out.
Seasonings with various flavors appear at the entrance.
The sweetness of crab roe blends into it.
Moisture-rich meat brings an elastic and slippery taste experience.
For the description of food, dry words have neither a sense of picture nor any attraction.
In my opinion, food copywriting should start from the most authentic scene of food, bring yourself in, and describe the experience and feelings brought by food in detail from the five senses, that is, from the aspects of vision, hearing, smell, taste and touch.
Give it a try, and the effect will be different soon!
Of course, there are more ingenious ways to give food feelings, and the movement of the index finger makes people feel a lot.
For example, a group of advertisements for going home to eat APP, when food is associated with home, belongs to the taste of home, which is the softest place in everyone's heart.
After seeing my parents off, I can still eat bacon and fried bamboo shoots.
I think I have a good time in Beijing.
Besides calling my parents.
Ordering at noon is your only chance to speak Sichuan dialect.
The distance from Shandong to Fujian is two thousand kilometers.
It's just a bowl of porridge here
03
Freedom from fear, pain and danger
The source of fear is caused by people's inner desires, and pain is also the pain of loss. Human instinct makes us seek advantages and avoid disadvantages.
Learning to be afraid is an instinct of human beings to protect themselves. Our ancestors discovered and continued fire because they were afraid of wild animals and the night. Afraid of hunger, I began to learn to grow food and domesticate livestock. Fear is the inevitable result of human adaptation to the environment, and it is also one of the sources of social development and progress.
Biological research also strongly supports the attraction of fear to people. Adrenaline brought by fear can produce considerable satisfaction. That's why there are people who are obviously afraid of watching horror movies, covering their eyes and tearing their voices.
There are countless advertisements that use fear to attract people's attention.
Camera sellers are not good at selling cameras, and you have to feel stolen at home every day;
If the English training is not good, the child must think he is an idiot if he doesn't understand English.
When you get sick, consult the hospital website. A little cold and pain can also be said that time is running out.
More and more enterprises are afraid of selling even more than the value of their products.
Fear is attractive to people, but it is just as rampant if it is too much. Fear needs to be appropriate and reasonable, and the solution needs to be scientific and can stand scrutiny. Proper humor will also reduce the sense of sales promotion.
For example, Durex's gameplay is quite clever. On Father's Day, Durex put out a poster:
To all those who use our competitors' products: Happy Father's Day.
The Economist magazine advertisement for high-end business people also understands this fear. Instead of directly persuading readers to subscribe, it wrote in the advertisement:
"I have never read The Economist."
Guan Peisheng, 42, said.
In short, if we don't complete an action, we will lose what we love, and then we will be more willing to take action because we are afraid of losing it.
Similarly, if what we do can avoid a scene or result that we have been afraid of, then we are more willing to do it. Everyone wants to get out of their current disgusting and painful situation.
04
Find a great sexual partner
As soon as I saw short sleeves, I immediately thought of snow-white arms, naked bodies, and sexual intercourse ... this is a primitive impulse.
Eating color, sex is also. This is what our ancestors said, eating and sex are human nature.
Advertisements with pornographic implications have been over 100 years. Today, despite the constant controversy, it is undeniable that nowadays, whether you turn on your mobile phone, read magazines or watch advertisements of big brands, you can see many marketing shadows of "sexual suggestion".
1954, Marilyn Monroe's phrase "I only dream in chanel no.5" made chanel no.5 a synonym for sexy. At that time, it caused a sensation and touched the hearts of countless men and women, and countless imitators followed.
Well-known men's magazines Maxim and FHM have tested the cover many times. The results show that the sales volume of periodicals with semi-naked women covers is obviously higher than that of male stars, even though the content related to male stars is what male readers are eager to read.
Research also shows that sexual stimulation can really attract customers' short-term attention. The advertisement "3B Principle Beauty, Baby, Beast" refined by advertising master david ogilvy ranked first.
Adding some color to marketing, no matter in the age of men and women, is not respected by mainstream views, but there are enough topics and excellent publicity effects, so it is favored by many brands.
For example, STELLA LUNA, who plays the edge ball.
Stella luna's multinational medical research has pointed out that when male animals see Destra luna's woman, the average heartbeat is as high as130; Scientists have found that a pair of STELLA LUNA can attract 20 eyeballs on the earth.
Another example is the classic BMW used car advertisement, which pretends to be incomprehensible and has considerable connotation.
You know you're not the first. But do you really care?
You know you're not the first, but do you really care?
There are also many fitness advertisements that often imply that fitness will get more attention from the opposite sex and satisfy people's psychology of "getting a great sexual partner".
Of course, among so many sexy fashion brands, the most classic Calvin Klein must be mentioned.
Klein has been poking fun at the audience in advertisements since 1980s, and his brand image has been established through constant disputes.
I was embarrassed to see the Justin Bieber jeans advertisement they shot before.
There is no doubt that all the elements related to human emotions are effective in advertisements, and sex is one of the spontaneous and strong emotions.
Don't talk about transsexuality, but don't have sex for sex's sake. What annoys consumers now is not sex, but the rude understanding and utilization of sex. If you want to play, you have to play skillfully.
05
Pursue a comfortable life
Needless to say, the pursuit of a comfortable life is similar to the first one. Everyone is slowly learning to enjoy life and pursue a high-quality lifestyle.
Especially when people talk about consumption upgrading, some people say that consumption upgrading means that consumers begin to like to buy more and more expensive and high-end things.
Not at all!
Consumption upgrading is precisely reflected in the lack of luxury of brands and products, and the lack of emphasis on expensive and high-end; Instead, it creates a real sense of high value and experience of products, creates a high sense of identity and intimacy of brands, is related to consumers' emotions and values, and can meet their needs of pursuing an ideal life.
For example, Tai Fang is a good representative of consumption upgrading. They never follow cold high-end products, but continue to emphasize a new way of life.
No matter their marketing or copywriting, they emphasize high experience, establish emotional connection with consumers, and have temperature and feelings. The more consumption upgrades, the more insight into demand, life and users.
-img needs to be inserted.
The pursuit of a comfortable life is not so much material enjoyment as spiritual and emotional enjoyment.
A brand-new promo released by Bai Hua last year put forward the slogan "Young is Bai Hua". Use the stories of four young people to encourage everyone or express their thoughts.
We are a new nomadic people.
Our home is everywhere.
Xiao Lei and IKEA have settled in four cities where flowers are in full bloom.
My mind is burning.
I don't want to wait for it to get cold.
Xia Xin and Liu Xun & Haoda Maker bought a desk with a bud.
What I'm afraid of is that my world is only two points and one line.
Lin Yuping started her journey around the world with flowers.
This year, McDonald's summer advertisements give the word "lazy" a new meaning and write down the comfort in summer. It also gives people a feeling of comfortable life.
I'm in no hurry to catch the subway.
Sleepy in summer, wake up greedy and cool.
Summer vacation is short, daydreaming is long.
06
Compare with others
Whether old people or children, men or women, successful people or losers, there is always one thing between people, and that is to keep up with the joneses.
Everyone has a strong self-esteem, he is better than others, and he hopes to be respected by more people.
If your advertising copy can make consumers feel superior to others, you are more likely to win his favor.
For example, the classic advertisement of Chivas Regal was made by Neil French. He is a great copywriter.
Neil French's strategy in advertising Chivas Regal is to confidently tell the public that Chivas Regal is different and ordinary people can't afford it.
It is this arrogance that reminds consumers of him, and owning Chivas Regal is a symbol of identity.
This is an advertisement for Chivas Regal.
If you need to see its bottle, obviously, you are in the wrong social circle.
If you need to taste, you have no experience of tasting.
If you want to know its price, turn to this page, young man.
If you haven't recognized it,
Then you may not be ready to enjoy it.
Another example is the screen advertisement of YSL stars.
YSL's star lipstick 16 10 successfully swiped the screen in the circle of friends, and reached the top of Baidu luxury brand list in just a few days, becoming the touchstone for girls to test their boyfriends.
A good way to use comparative psychology is to use groups.
Do your users like, admire and be proud, or do they want to be a group?
If so, he must be eager to join the group. At the same time, I will do many things to change myself, hoping that I can become a member of this group, or strengthen my sense of group identity and satisfy the sense of comparison.
Then, do you hope that what he does or the products he chooses can become a sign of the unique behavior or xenophobia of this group?
For example, the advertisement of The Economist magazine is to use the power of this eager group to stimulate consumers' comparison psychology.
Two thirds of the earth's surface is covered with water,
The rest is reported by The Economist.
Economist leader's digest
Similarly, do your users have any groups they hate, oppose, want to get rid of, or don't want to be?
If your products, copywriting, etc. Can help them distance themselves from these groups and become a sign that they are not this group, then they are more likely to favor you.
Or The Economist magazine, the high-end business people they are targeting certainly don't want to be people who have accomplished nothing in the workplace for many years. So, their advertisement says:
"I can't stand the economist!"
A 37-year-old blogger and communication expert said. ?
07
Take care of and protect the people you love.
There is an interesting effect in economics. When people buy things, they always like to make excuses for themselves, saying that this is to pay for their families, and then it will be easier to complete the purchase.
It is everyone's nature to take care of and protect the people you love, especially parents and children, and it is also the driving force of many advertisements.
If a person feels that others have paid a lot or even sacrificed for him, but he has paid little or owed something, then he will want to do something to compensate others in order to feel at ease.
At this time, he will be more inclined to choose a product, because it is not for his own enjoyment, but to compensate or take care of people around him, which must be done.
For example, last year's short film of Vipshop on the New Year's Festival: Our casual words are parents' big moves.
How long have you been home?
365 days a year, how many days do you spend with your family?
Your parents, what did they do to expect you to go home more often?
Every year when we go home during the Spring Festival, we casually talk about the violence of our parents.
Maybe you don't know how much your parents have changed silently. I expect you to go home more often.
Every parent has a small notebook.
Those passwords that they can't learn are actually hoping that we can go home more often.
This spring festival, bring love and new year's goods home early and be happy together.
You should think about who has paid, sacrificed and suffered for your users in the past; Who do they pay special attention to; Who are they, who may always feel neglected and owed? .....
What can your product make him do for them?
08
Get social recognition
Everyone wants everyone's approval, everyone wants others' approval, even if you are a saint, you can't stand everyone's disapproval.
Why do some inspirational stories and chicken soup copy always touch people's hearts and get everyone's attention?
A very important reason is that these contents say what many people want to say, and they hope to gain more recognition.
What can your brand and products do to get more recognition from consumers?
For example, saving money is not shameful. This is not greedy for petty gain, because "being beautiful is capital, and spending money beautifully is skill."
This is what Quanlian Supermarket told me.
For example, women are required to abide by the three virtues after marriage, such as "the words of parents' orders" and "women will get married and have children at the age of 30", and so on. These socially solidified standards have overwhelmed many women.
They have their own lives, they have their own ideas, and they hope to be recognized by society.
Based on this, sk-II launched the advertisement "She finally went to the blind date corner".
SkII- shared the voices of several older young women:
On the one hand, China traditional society does not understand "leftover women"; On the one hand, parents' worries.
At the end of the advertisement, the girls still went to the "blind date corner", but they did not compromise, but wrote their own voices to let their parents know their true thoughts on marriage.
SK-II rose from changing skin to rewriting women's destiny, promoting independent and confident women's values. Their voices for women not only caused heated debates. More importantly, as a brand, they have made countless women recognized.
For another example, many young people with flamboyant personalities are not recognized, such as graffiti, rock and roll, tattoos, street art and so on. , even considered to be doing nothing.
Based on this, Momo launched "I am a stranger" to speak for this group of young people who love life and are proud. Through their self-reported inner monologues, it has aroused the buzz of young users. They are telling all young people that Momo knows you better.
Well, the above eight basic human desires are enough, and I hope to bring some inspiration to everyone.
Especially when doing marketing and planning advertising copy, what basic desires of consumers can you think about related to your brand and products?
Then make good use of this to stimulate consumers' inner desires. Advertisements that poke human nature can play a stronger role, which is much better than what you do without a purpose.
After all, even the cow said, "I can calculate the orbit of celestial bodies, but I can't calculate the madness of human nature!" " "
If you think the article is helpful, please share it with your friends, which may be helpful to them.
Text | Jiang Mumu Old Thief (WeChat official account ID: Mumuseo)
Pay attention to the old thief in Jiang Mumu, and the marketing operation of new media will be easier, which will enhance and stimulate your visual ability. Continue to produce new media operations, marketing coups, and high-end dry goods for copywriting.