For example-food: roast chicken, souffle, nuts?

Drinks: fruit and vegetable juice, craft beer, banana milk?

Comfortable products: aromatherapy instrument, massage chair, silk quilt?

Exciting and enjoyable projects: 4D movies, amusement parks, VR equipment?

Their selling points are obvious: delicious, exciting, comfortable and so on.

If you polish these words, they will become copywriting, which is what many marketers do. I'll extract a few paragraphs for you to see.

Authentic handmade teh tarik: Sri Lankan Ceylon black tea is the best choice for making Hong Kong-style milk tea, which is even more unique after pure manual processes such as tea, tea filtering and tea bumping. Extrasensory private cinema: watching "moving" movies, a Raytheon 4D extrasensory sofa that can perfectly interact with movies; Awesome Dolby panoramic sound, 720-degree restoration of movie sound. European-style waffles: pure flavor from Europe, using fresh and high-quality raw materials, each piece is fragrant and soft, whether wrapped in cream or stained with salad dressing, it is a delicious enjoyment!

Reading is over. Are you excited? Are you drooling? Are you impressed? Don't! Many marketers "package" their selling points into gorgeous words and put them in the copy, which seems to be refined, but in fact, it can't stimulate the desire to buy! useless

For example: How to write a copy of nourishing steamed chicken?

How to write brilliantly? Before I solve this mystery, let me tell you a little story.

My friend Ge Yong used to work in a mobile company, and his salary and benefits are enviable. Four years ago, he quit his "golden rice bowl" and started a business in the catering industry. His main product is steamed chicken. I fell in love the first time I ate it! Every bite is tender and juicy. I ate a whole chicken in one sitting. 10 minutes later, I looked at my chubby belly and realized that I was full. Their chickens were launched in a low-key way on the group buying platform, and their monthly sales quickly reached an astonishing12000-there was almost no promotion!

This ace product that shocked the industry, official website's recommended copy is written like this:

Nourish steamed chicken, use ecological live chicken, provide the purest and tender chicken, and show the health, freshness and quality of ingredients. Cooking with nourishing medicated diet in an original dry steaming way, the meat is tender and juicy, sweet and mellow, and the taste is smooth. It has the effects of warming the middle warmer and invigorating qi, filling essence and marrow, and is a good product for nourishing health, lifting qi and waking up.

If the delicious value of steamed chicken with Yong Ge is 10, this copy is only written to 4 points. I've eaten it myself, and I know:

That is one of the most delicious foods I have ever tasted. If you are lucky enough to buy it, you will find that the whole steamed chicken is as big as a small watermelon, wrapped in delicate shiny tin foil. Open the tin foil, a complete golden steamed chicken comes into view, a puff of smoke floats upward, and you will smell the delicious smell of hot chicken. You are unprepared, and the saliva has quietly flowed down. You put on two gloves and break off the chicken leg. The freshly baked chicken leg is a little hot, so you subconsciously blew it. The chicken skin glows with juice. Take a bite. Fresh chicken finally enters your mouth. You can taste the delicious mixture of chicken and salt, and you can also taste the sweet and sour taste of Lycium barbarum and the medicinal fragrance of Angelica sinensis. You may have eaten dry and chewy chicken before, but this time it's different. You find that the whole chicken is full of juice, and every bite is smooth without any resistance. When you chew, you seem to hear the sound of chicken juice in your ears. The chicken also includes a packet of Chili noodles-that's definitely a person! Between! Beautiful! Smell! Pour it into a small dish and turn it into a red hill. Dip a piece of chicken in your mouth. In that second, the salty and spicy flavor of Chili noodles, fennel flavor, cumin flavor and chicken flavor "exploded" in your mouth together, making you tremble all over. You can't help smiling when you find the corners of your mouth rising inexplicably! In less than 15 minutes, the whole chicken has been destroyed by you, and you will feel a little tired, but you are still unfinished. When you see the chicken soup left on the tin foil, you don't hesitate to pour it into your mouth. The warm soup flows from your throat to your stomach, making you feel warm all over.

Does this increase your desire to buy steamed chicken with Brother Yong?

This copy is not the "inspiration" that fell from the world, but the result that I wrote step by step with scientific methods. Anyone can learn. Do you want to know the mystery?

Application of sensory occupation method

Almost all human experience comes from his senses, such as eyes, nose, ears and so on.

When you tell customers that your products are "delicious" or "thrilling", customers' senses are not mobilized and moved.

Now, give you a clear, simple and easy-to-understand method, so that you can easily impress readers!

Suppose a customer is using your product, describe his direct feelings about eyes, nose, ears, tongue, body and heart.

Eyes: What do you see? For example, if you sell a particularly thick Greek yogurt, it is not enough to write "thick and delicious". We have to write "Like ice milk, we can only dig with a spoon." Nose: What do you smell? For example, if you sell incense sticks, don't write "full of fragrance", but write "elegant bouquet of lilies in North Africa, mixed with the smell of freshly cut grass and the smell of fresh air in the mountains." Ear: What do you hear? For example, if you sell a sound system, don't write "shocking sound effects", but write "A motorcycle roared by in the movie, and the roar of the motor rushed from left ear to right ear." Tongue: What did you taste? For example, if you sell sweet wine, don't write "sweet and sour", but write "fresh peach juice, brisk citric acid, mixed with dense micro bubbles jumping in your mouth." Body: How do you feel? What are you touching? For example, if you sell a mat, don't write "This mat is refreshing and breathable", but write "Lying on this mat, you will feel refreshing and breathable, like a breeze blowing gently under the mat. Lying for half an hour, you will be surprised to find that there is not a drop of sweat on your back! " Heart: What do you feel inside? For example, if you sell a go-kart experience project, don't write "thrilling", but write "When you turn sharply, your heart is pounding and you can't help but take a deep breath!"

Do you feel different? When you describe these feelings, you have occupied the reader's association, let him mobilize his senses in his mind to follow your words, see, hear, smell and touch, so as to deeply understand the beauty of the product, and his desire to buy will also increase!

A wonderful case of sensory profession

Suppose you work in a luxury car brand, and the guy in the product research and development department throws you a product information with various data: V 12 front engine, cylinder diameter of 92mm, displacement of 6.7L, luxury wooden leather door, wooden leather steering wheel and so on. If you use ordinary writing, the copy will be like this: spacious interior, luxurious interior and strong horsepower? American advertiser drew Eric Whitman wrote:

The carriage (eyes) of this car is as wide as the living room. Close its arched door and get ready to enjoy the driving experience of a few privileged people. You are surrounded by gorgeous and fragrant leather (nose), hardwood from abroad and expensive Wilton wool carpet (eyes). Will this car show your unique lifestyle?

Do you feel it? When the powerful power of up to 453 horsepower calls you to release them, your adrenaline is flowing rapidly in your blood vessels (body).

Look, Drew Eric Whitman has occupied our senses in this way. People don't go to 4S stores, but it feels like a test drive.

Practice, practice and popularize talents.

As you can see, the sense of professional copy has a magic power that directly points to people's hearts. Do you want it right away? Now come and play a little game with me.

Think back, what useful products have you bought recently? Look at your desk, bathroom, living room and kitchen. Choose one.

Write a paragraph with a sensory profession to describe the wonderful experience of using it, but don't write the brand-you did it on purpose! Your purpose: send the copy and product photos to the circle of friends, so that your friends can't bear to see them and seduce them to ask you: where can I buy them?

Your goal: double the number of messages! Suppose you send a circle of friends, and an average of 10 people leave messages for you. The goal of this article is set at 20! And so on. After half a day, you can see the data and check your copywriting skills.

Did you have fun? Close the book and write now!

I believe you got a lot of messages and I finished my homework. The product I choose is a small neck massager, and its selling point is to relieve neck fatigue. I wrote this:

If you watch the computer for a long time every day, your neck is sore and dizzy, your savior is coming! I have used this neck massager for 3 years and highly recommend it!

Although this guy is only a little bigger than a slap in the face (eyes), he has great strength. Turn on the switch, you will feel two currents stimulating the acupuncture points on your neck, and a tingling sensation will spread all over your body, shaking your neck from side to side. (text)

Two massage modes, one is like a small fist, "da da da?" Beat your neck once and for all, and fatigue will be relieved once; One is like pressing with one hand, like a Thai technician rubbing acupoints with his forefinger, middle finger and thumb, which makes you feel sore and numb and comfortable. I hope it will never stop. (text)

15 minutes, when you take off the instrument, the tension and dullness in your neck actually disappear (physically). There is a joy that after working for 7 days, there is finally a weekend, and I can't help but breathe a sigh of relief. Feels like a new neck! (in my heart)

I think so: when readers buy massagers, they value two things most: is it comfortable to massage? Did you relieve fatigue and relax after massage? The nose and tongue are useless. I put emphasis on "body" and "heart" to impress them. After half an hour of polishing, the above copy was formed.

Results: I usually received about 10 messages in every circle of friends, but today I received 2 1 messages, most of which were asking "Where to buy?" Please look at the picture below.

The copy of the e-commerce details page of this product is: massage the neck acupoints, relieve neck pain, numbness, swelling, pain and stiffness, relax muscles and tendons, and stay away from dizziness and headache. Low frequency technology, through electromagnetic kneading, tapping, pressing and other ways to adjust the 10 gear, master the massage enjoyment. Can such words really impress people?

However, this is what many bosses and marketers recognize as copywriting: putting gold on products with beautiful adjectives and unclear technical terms, but the fact is-useless. When people read it, their minds are only blurred. The professional copy of sense is different, pointing directly at people's hearts and almost unstoppable.

Your words are like a magic wand, which moves the reader's eyes, nose, ears, tongue, body and heart word by word, so that he can experience your products personally and achieve the magical effect of "word trial". Now, you have this weapon. Why not play the next copy?