At the first level, physiological needs cover the most basic breathing, drinking, eating and sleeping for our survival.
At the second level, the safety demand is the personal safety and health protection we have to meet. I sum up these two categories as the pain points of functional interest, and the corresponding ones are the second level of copywriting and the level of functional interest. To put it bluntly, it is to give users more direct interest information.
For example, Eslite Bookstore launched a book gift certificate 1000 yuan copy:
A thousand dollars can't buy a pair of glasses, but you can buy Bill Gates' eyes.
You can't see a psychiatrist several times, but you can buy emotional intelligence that will last a lifetime.
Here, by comparison, you can re-examine the value of 1000 yuan and the function of books.
The third level, the level of psychological satisfaction. It is based on social needs and respect needs in Maslow's hierarchy of needs theory.
In these two needs, we have upgraded to the desire for emotional satisfaction, such as the hope of getting care and care from others, trust and dependence, praise and worship. These all reflect the user's motivation at the psychological level. Good copywriting is like a psychologist.
For example, herd mentality, we always want to be consistent with the group as much as possible to eliminate contradictions and anxiety and seek a sense of belonging and identity. So when Pepsi's copywriting announced that it was "the choice of the younger generation", you must have been unable to sit still and always felt that you would be out if you didn't drink.
Another example is curiosity and fear. The former arouses your appetite with suspense and metaphor, while the latter implies your situation with contrast and parallelism. Ogilvy & Mather in Taiwan Province Province once wrote a famous long article called "I am afraid of reading". When reading the headline for the first time, you may wonder why you should be afraid of reading people. But when I read it, I found that "when I talk to these powerful people, I am like a transparent person, and my pale head can't hide" and "their hour is my life". This copy evokes those who are anxious and backward. They are afraid that they will become transparent and have no sense of existence in the eyes of others, so let them read it quickly.
When a copy is spoken with emotion, humanized and warm words will touch the softest part of your heart. Last year, Vipshop released a tear-jerking advertisement called "I can't open my mouth", which talked about love, brotherhood, the same thing, friendship and affection. Especially in the family copy, I wrote a sentence in the tone of my old father, "Dad can't help you, I can only make you something you like to eat", which made many people cry. This just meets the emotional needs of the wanderers for "home and warmth".
The fourth level, self-realization. When we do better than yesterday to help others and practice the ideal of love, the pursuit of truth, goodness and beauty is our highest motivation. Therefore, the highest realm of copywriting is also the level of value realization.
At this level, copywriting is not only a product, but also an idea, an attitude and a way of life. For example, when we mention the word "ingenuity", your first thought may be a monologue by Jonathan Lee:
Craftsmen often mean stubbornness, slowness, small quantity and hard work, but behind these are concentration, skill and pursuit of perfection.
Although there is no advertising language directed at the brand in the copy, you will believe that this is the ingenuity.
The villa copy "Seiko Zen" written by Teacher Li for real estate brands will attract you to a more ecological, natural, scientific and simple life concept.
Architects designed concepts such as time, ecology, solar terms, attitudes, celebrations and stories. Therefore, they can still maintain a rare sense of stability and surprise after the change of dynasty.
After reading the copy, a new concept of modern futuristic architecture, an avant-garde fashion integrated with spiritual civilization, and an almost lost dedication of the construction industry slowly spread out in front of you, making you sincerely proud: Yes, a villa as good as water is the ultimate perfection I have pursued all my life.
Therefore, ideas, values and attitudes give new life to copywriting, and you can't wait to be the kind of person described in copywriting-persistent, affectionate, free in soul and complete in life.
So, now there is a problem. How can we find out this concept or value when writing a copy?
The first move is to turn the advantages of the product itself into a new concept. For example, the reader can be a mobile library for urbanites, a multidimensional soul space for one-dimensional people, and even its existence may be poetry and distance.
The second trick is to sum up the most scarce elements in the present society, such as ingenuity, modesty, literature and art, and the bottom line. And choose the one that best suits the tonality of your own brand as the value purpose of the brand and all copywriting.
Copywriting has four levels: attribute description, functional benefit, psychological satisfaction and value realization.
Among them, the closer the hierarchy is to the realization of value, the more touching and emotional you will find the copy, but the easier it is to enhance the user's goodwill, because these copies meet the psychological and spiritual needs. The closer the hierarchy is to the description of the functional attributes of goods and services, the easier it is for users to understand and trust the copywriting, because they are often very specific and easy to understand.
However, there is no difference between the advantages and disadvantages of these four levels of copywriting, and the same product can not only be exerted at one level. With the change of the times, the improvement of products, the upgrading of brands, the needs of users and the copy will change. As a copywriter, the most important thing for us is to observe and adapt to the changes of the times and apply what we have learned.
Feeling: Have you been watching it recently? Wei Qi said? In the program, Maslow's four-level demand theory is vividly displayed in the framework of debate.