In brand marketing, what we do is mainly to impress users, and a key point to impress users is to establish "* * *", and the "* * * *" style of copywriting is like a confidant, with its own empathy, and it is easy to produce a sense of participation in conformity.

We saw a lot of copywriting, felt the brand's understanding of ourselves, and said what we wanted to say, what we dared not say, or what we had never been excavated. These are all expressions of "supporting", "appreciating", "attacking for you" and "exposing the truth" from your point of view. The so-called "worrying copy" is the voice of the user in the word stamp.

For example, Keep launched an advertisement on 20 19 with the theme "Fear is right", and each protagonist started with "I am afraid". For example, a fat girl is practicing yoga, and she confidently expresses this copy:

I'm afraid of being stared at all the time.

But I'm more afraid of being transparent forever.

Just scared.

Its * * * feature is that the creator is looking for contact with the user, but the copy is not specific enough. The language "Everyone loses to himself" needs to be reinterpreted by users, and direct scenes are easier to establish connections. Nike once launched the theme of "Live Your Greatness", and many of the copywriting in this series are based on the voice of users, such as:

"The unfairness of the referee" seems to be encountered in most people's experiences. From primary school to middle school to university, all kinds of activities have the sound of * * *. Of course, Nike was also expressing the game scene at that time, only using a * * * sound copy to attract the attention of the whole people.

You go to the mall to buy clothes, and the shop assistant repeatedly publicizes the quality, style and price of clothes in the store. If you can think from the consumer's point of view, bring in your own feelings and give an appreciative evaluation, the general transaction effect will be better. It is also common in daily life. For example, children are unhappy when they come back from school. What should parents do? Do you criticize education first, regardless of the willy-nilly? Or let the children explain what happened? Or tell your children that you had unhappy things when you were a child. No matter what happens, mom and dad will support you ... there is no 100% standard answer, but the latter will be better, because children will feel your love and empathy. This is * * * Ming.

From "* * * singing subject" to "* * * singing expression", and finally "* * * singing transformation", it is necessary to dig deep into the scene correlation and feeling correlation of "* * * singing subject". Only by completing this process can we write a copy that produces * * * singing and touches people's hearts.