When you want to sell a bottle of shampoo made in 200 yuan, how to write the first sentence of the product copy first? ? A great shampoo with ordinary nourishing effect? When you release a new super black technology charger, how to write the first sentence of the product copy first? ? XX super socket, 8 function improvements, subversive experience? When you start a new custom-made shirt, how to write the first sentence of the product copy first? ? XX custom-made shirt, fashionable and close-fitting, customize your exclusive shirt? The above copy simply fits the intuitive reaction of any copy when writing a copy-since you want to write a copy, you should introduce my product and let users pay attention to my product. As a result, this is in line with many people's understanding of marketing and advertising: writing copywriting and advertising is to let consumers pay attention to your products! ? But for new products, the first step of copywriting is often not to shift consumers' attention to the product, but to shift consumers' attention to themselves. Let users pay attention to themselves before paying attention to your products. ? For example, if you say "God-like nourishing effect", users will ask: I use Head & Shoulders very well, why should I change it? Isn't shampoo 30 yuan? Still so expensive. ?
Your product is obviously different from their past habits ("used to ordinary shampoo"). If they are directly concerned about your product ("My shampoo is much better"), they have no reason to change their habits. No one is too lazy to change his habits. Yes, users don't want to change themselves. Therefore, innovative product copy is the most difficult to write, so it took 15 years to improve the bread machine in the 20th century, so the smart bracelet has been on fire for so many years, and few people have used it. In short, users are used to sticking to the rules, just like being "frozen". ? And if you want to release new products and change the habits of consumers, you must first let them pay attention to yourself. For example, the same shampoo from 200 yuan. First of all, you use thousands of perfumes, but you use supermarket shampoo in 39 yuan. ? Writing in this way evokes the pain points of users and changes them from a frozen state of "unbearable change" to a frozen state of "seeking new solutions". At this point, let them start to pay attention to your product, which is victory. ? So how to freeze it specifically? How to make users pay attention to themselves and have the motivation to change? ? Numerous copywriting textbooks say "grasping the pain point", "pointing directly at people's hearts" and "making people have the motivation to buy". Where does this pain point and motivation come from? It's actually quite simple. Back to the most basic definition of psychology, any motivation and demand stems from an "unfinished purpose". ? In general, people don't want to change. We are used to using ordinary cups. Even when we see smart cups, our first reaction is not to buy them. However, when users perceive that they have an "unfinished goal", they will want to take some actions (such as buying your product) to accomplish this goal and change their behavior. ? So how to stimulate this "unfinished purpose"? ? We know that people have two states: ideal state (my ideal appearance) and ideal state (my ideal appearance). Under most local conditions, the ideal state and the ideal state coincide. ? For example, a student with average grades accepts his average grades (ideal state), but at the same time thinks that his grades are just like this and will not be better at all (ideal state). ? In order to hit the impulse machine and change it, it is necessary to create a gap between the "ideal country" and the "ideal country", thus presenting an "unfinished purpose"? One way is to lower your ideal state and make yourself aware of "problems", such as "children, if you don't advance, you will fall back." ?
Another way is to improve your ideal state and make yourself aware of "opportunities". For example, "Son, Yu didn't learn English well in those years, but he won in the end? You have the opportunity to work hard. " ? In short, if you want to "freeze" and let people bear a new product, you need to create a gap between their ideals and ideals, and there are only two ways to invent this gap:
Give them a difficult problem-lower the ideal state.
Give them a chance-an ideal state of progress.
0 1 Give them a question-lower the ideal state?
For example, before the high-end shampoo in 200 yuan is frozen, say "You use thousands of pieces of perfume" to create an "identity" for users.
This identity is not only the ideal of users (many women are), but also their ideal (they like this identity very much). At this time, there is no difference between ideal and ideal.
Then immediately turned around, the user's ideal state was lowered-"but the supermarket shampoo in 39 yuan was used", which caused the gap between ideal and ideal.
At this time, the user is in a "frozen state", and TA's focus is not on the product, but on himself.
I feel that my current state is unreasonable, and I want to deal with the problem urgently and change the status quo. In this way, the demand is stimulated.
Then, you immediately launched "A bottle of shampoo in 200 yuan", which made users more affordable.
In short, if you are a new product, users may have no demand and don't want to change themselves. It is often ineffective to let them pay attention to your products at this time.
At this time, you need to "freeze" first, let them pay attention to themselves first and realize that I have an unfinished goal. One way is to lower their ideal state and make them realize that there is? The "problem" is "unreasonable".
At this time, it is easy to tolerate the launch of your product.
The above method to create irrationality is to "identify with irrationality". First, create an identity, and then point out that some behaviors of users do not conform to the identity.
In addition, there are many ways to find "irrationality", such as irrationality between things and inconsistency of people's behavior. What you have to do is to find this kind of irrationality step by step and reduce the ideal state of users.
Here is a "frozen copy template" for everyone. Give a chestnut: The challenge of 360 super patch panel is that users have long been used to ordinary patch panels, and we need to "freeze" them first. So what are the steps?
(1) Your product-360 super patch panel (2) What was the state of users before using your product-ordinary patch panel?
(3) What's wrong with this state-unsafe, backward, unsightly and without USB?
Why is this "bad" unreasonable?
For example, we should focus on "unsightly". Why is "unsightly patch panel" important? What is unreasonable? It can be said that there is no disagreement with other furniture:
Your home decorator has carefully decorated it, but it can't compete with a rough and ugly patch panel.
Another example is "the ordinary patch panel is backward", so why is it important to be backward? What do you mean unreasonable? It can be said that there is no objection to the matching mobile phone:
Your mobile phone is a new technology in the last three years, but the patch panel with it was created in the last century.
You can learn to use this analysis template to find pain points and freeze users:
For example, the four-piece bedding set of "a piece of cotton" (the price is about 600 yuan) is no different from most people's habits (they buy it very cheaply), so it may be unbearable to directly say that the product is unbearable.
At this point, you can freeze the template first:
Why is it unreasonable for users to use ordinary dozens of four-piece sets? We found no objection to today's behavior—
Going out during the day, I am willing to buy thousands of clothes, and I have to sleep every day for a four-piece suit. Why can't you buy good things?
Product copywriting can therefore say this first:
Another example is a 3D custom suit. Simply saying "customize your own suit" is unbearable for users-why should I change myself? Today's suit is very good.
Therefore, we can first find out the irrationalities in the past, such as "there are thousands of kinds of human bodies, but only 10 kinds of suits."
Give them a chance-an ideal state of progress.
Before dealing with this problem, we should be clear: why sometimes people don't want to improve their ideals?
If you find the reason why a person doesn't want to improve his ideal state, but just wants to be content with the status quo, there is naturally a way to stimulate TA's ideal through copywriting.
Let's start with "Xiao Ming". Suppose there is a student Xiao Ming, why doesn't he want to improve his pursuit of grades? Generally speaking, there are three reasons:
Maybe it's the motivation-I don't think it's important to study well, or maybe it's "I don't know if I can do better"-I don't think my grades will improve any more.
It may be a "behavioral disorder"-I feel that it takes too much effort to achieve better results.
For three different reasons, the copy of "progressive ideal" is definitely different:
Similarly, when you are writing a "frozen copy", you need to let users pay attention to themselves first and see what causes the lack of "higher ideals".
For example, a yogurt in Le Chun is FIT yogurt, and its positioning is "slimming" (meal replacement). The original text is like this:
What's wrong with that?
When it comes to losing weight, users' first reaction is not yogurt, but fitness, running or eating less.
Moreover, the copy is not clear why you want to lose weight through yogurt, which makes it difficult to change users' past habits.
How to freeze? You can use another exclusive freezing profile template to find out: Why don't users want to lose weight?
Why don't most users improve their pursuit of losing weight? I don't think it's a matter of motivation (TAs all want to lose weight) or "I don't know if it can be better" (everyone knows that they can lose weight).
The bigger reason comes from: behavioral disorders, such as losing weight often means starvation, which means high self-control.
Therefore, the pain point of this product itself may not be "weight loss" itself, but an obstacle to reducing weight through foods with high satiety and low calories-satiety and weight loss are not contradictory.
So simply change the copy, reduce the obstacles to lose weight (hunger), and people's ideal state has improved-it turns out that they can both be full and lose weight!
In short, "freezing" a user and stimulating the demand and motivation of TA can not only "lower the ideal and recognize a problem", but also enhance the ideal of TA and make TA feel that "I can still do this ..."
For example, I used to write a product copy for a computer repair platform on O2O, and one of the services was "changing SSD". If I want to freeze it in the way of "progressive ideal", how should I analyze it?
First of all, what is the better state after the user changes SSD? Computers, of course. Quick.
Then why didn't users pursue this state before? What stopped this ideal? There may be three reasons:
So which blocking element should we choose?
Many competitors actually use "power problem" and spend a lot of time saying "the computer is too slow, delaying work" and "the computer is fast, improving efficiency" and so on.
But I don't think most users have motivation problems-anyone who uses an old computer will want to be faster.
So what are the key obstacles?
Some people "don't know if it can be better". Before, they didn't understand that changing SSD solid state drives could improve the speed of computers. Even if they know, they don't know how fast it can be. So we can say, "The computer can be turned on faster than the iPhone".
There are also some people who have "behavioral disorders". They feel that in order to improve the speed of computers, they must buy a new computer. This makes them feel "opportunity", so they can remove obstacles and say, "The old computer card is slow, but there is no need to change it."
Finally, choose to separate the two articles:
To sum up:
When writing a copy for a new product, most people's first reaction is to describe the function of the tall and make people pay attention to the product.
What I really should do is to let users pay attention to themselves through copywriting and see that I have an "unfinished purpose".
How to make users feel an "unfinished purpose"?
Any demand comes from the gap between ideal and ideal, either trying to "lower the ideal state and make them aware of a problem" or choosing to "improve the ideal state and make them aware of an opportunity".
In this way, users can get rid of the state of "sticking to the rules" and "not wanting to change" and become "looking for new plans" and "may listen to you"
If you want to sell new products, freeze them first.
These contents are all learned in the "magic class", I hope to help you!