What is the pain point? The essence of the pain point is an unfulfilled goal.

For example, although your product is good, users don't need to buy it. You need to find some reasons for them to buy it. At this time, it is necessary to find their "pain points" and tell them what can change their behavior and choose to buy your products.

For students who often deal with marketing and transformation copywriting, the pain point copywriting is really "painful".

Some people think that the most important thing in writing a painful copy is creativity, while others think that it takes constant chatting with users to gain insight and produce a copy ... However, the former is a gift, while the latter needs a lot of time and energy to draw a conclusion.

Therefore, most people's copywriting is still in the stage of self-satisfaction, and what they write will never poke the user's "pain point", and the effect of copywriting can be imagined.

However, if you can master a set of effective routines, you can actually write a copy that directly pokes the pain points of users in minutes!

Today, I will teach you a routine: write a painful copy by using the user's "dilemma" and then study together!

What is a dilemma?

In short, users often have to make a dilemma between two goals they both want to achieve. For example, the eternal and thorny topic "Your mother and your wife fell into the water, who would you save?" This is actually a dilemma.

If your proposal can make them have their cake and eat it, they will easily make changes and choose your product without being in a dilemma.

Remember the essence of the pain point we said above: unfinished goals? So here, the pain point is: you can't have your cake and eat it.

How to do it specifically?

In order to make everyone really understand, I will show you how to use two actual cases to write a painful copy with "dilemma psychology".

Case 1

Xiaomi notebook Air is a light and portable product with independent graphics card and outstanding performance. I want more users with limited budget to pay attention to this selling point and make purchases.

What kind of copywriting should be written at this time, to cut the pain points of users and let users change their actions and buy products?

First of all, we can think about what benefits the product/service provides to the target users.

For Xiaomi laptop, users can get two benefits from it: the first is thinness, which is not heavy to take out; The second is to have a separate graphics card, which won't get stuck when playing large games or working.

Then, we can think about what "you can't have your cake and eat it" scenario users will face without such products.

Without this product, users with limited budget may face: either buy a light and portable computer, but playing cards, playing games and working may not be effective; Or buy a notebook with high configuration, but inconvenient to carry and heavy.

Finally, show your products and tell users that we can help you solve this dilemma, and it is also possible.

So Xiaomi Air's copy is written like this:

Choose thin or performance? If only performance is emphasized, there is no all-metal body to accommodate 13.3 "screen and full-size keyboard, but it is light enough and thin enough.

If you only pursue thinness, you won't have a hard disk that is three times faster, a memory that is 15% faster, and a discrete graphics card that can improve the game performance to 2. 1 times.

Besides thinness and high performance, there are many innovations, such as full-fit technology, borderless glass, dual-antenna WiFi…… ... Choose thinness or performance. We choose Xiaomi notebook Air to make a high-performance thin notebook.

Case 2

Freedom is an intermediary that provides high-priced and high-quality rental services. Now the installment payment service is introduced, hoping that ordinary white-collar workers with low income can also use this service and live in high-quality and good houses.

What kind of copywriting should be written at this time, to cut the pain points of users and let users change their actions and buy products?

First of all, we can think about what benefits the product/service provides to the target users.

Using IOUs, installment payment and other services, white-collar workers with low incomes can live in decent and good houses.

Then, we can think about what "you can't have your cake and eat it" scenario users will face without such products.

If it is impossible to pay by installment, users with limited income will either rent a cheap but bad house or rent a good house at one time with limited salary.

The former may have to face problems such as being far away from the urban area, having little space, and being embarrassed to invite friends to be guests at home. The latter means that life will become tight. Going out to see a movie and getting together must be considered. To make matters worse, if you work overtime, you will be hungry.

Finally, we can help you solve this dilemma by showing our products to users.

Therefore, the free copy is written like this:

Two cases have passed. Do you have any feelings about writing a painful copy with "dilemma"?

Finally, I'll give you a concise summary of the skills of using this routine:

1) What value does your product or service provide to the target users?

2) Assuming that there is no such product, what kind of "you can't have your cake and eat it" scenario will users face?

3) Show your products and tell users that you can help them out.

The above is a "routine" that is shared with everyone to use the "dilemma" and directly poke the pain points of users. What needs to be explained here is that we show you how to quickly generate a usable copy with "routines", so the copy as a case may not be the most suitable.

If you want to produce a good copy, it is not enough to just cut the pain points of users. Before that, you need to use some methods to find the requirements of products. You can check whether these requirements are the real needs of users, write a copy from the user's perspective, and establish contacts.