Some people will directly apply the old advertising words.
If the company's product is health food for the elderly, the advertising message is like this: there is only one heart A between you and healthy old people.
What's wrong with this copy?
After seeing this copy, consumers will have doubts in their hearts: Why are you just a heart? Can I spend my old age healthily with you? I'm not bad at anything else, okay?
Obviously, the answers to these questions are all negative.
There are many aspects of consumers' definition and requirements for healthy old age, including family relations, economic income, health status and so on. But the copy says there is only one heart A, which is obviously not true. This is to replace everything with one thing, which is equivalent to trying to create a new concept, a thing called heart A, and forcibly implant it into the consumer's brain in an attempt to make him accept this concept.
This is a problem that ordinary copywriters ignore. Copywriting is a marketing tool, and marketers often forget one sentence:
Marketers can't create facts, they can only find facts.
The starting point of marketing should be to find the pain point of consumers, find the demand that their existing market can't meet, use their own products to solve this pain point problem and guide consumers to complete the purchase action.
The first step to explore the demand and find the pain point is to ask yourself: under the current conditions, what is my advice to consumers? What are the unreasonable aspects of consumers' previous default choices?
Based on this, copywriting needs to constantly find the needs of consumers. Fortunately, these requirements have been summarized and sorted out, and we can directly compare them one by one to improve retrieval.
They are:
Low price demand: If some consumers in the market are eager to complete a certain task, but have to give up or buy a poor substitute because of the huge cost. At this time, they are eager for a cheaper and simpler solution.
Process experience: If some consumers in the market have to put up with a bad experience when doing something, then they want to improve it.
Novelty: If some consumers in the market are not satisfied with the fixed solutions in the past, they are eager to try something new and better.
Portability: if there are such consumers in the market, they are eager to accomplish a certain goal in person, but it is very troublesome to accomplish this goal, which often takes a lot of time and energy. At this time, they are eager for a more convenient and convenient solution-this is the portability requirement.
Accessibility: If your target consumers have been eager to achieve a certain goal and become someone in the past, but there is no way to achieve it, they hope to have a means to achieve it.
Customization: If your target group has different needs, they will want your product to have its own function or experience.
Performance: If consumers always want to complete a task, but the performance of existing products can't help them complete the task, they will want new products with more advanced performance.
High-end: If consumers like a certain product very much, but this product is lower than other choices of consumers, which hinders consumers from buying, I hope someone can break the low-end convention and make this product more high-end.
Reduce risk: If consumers are worried about the risk of this shopping before and after shopping and want to buy competing products without this risk-they want to get 100% guarantee.
Ideal self: this is a very important demand, but it is ignored by most companies-many consumers never realize the importance of doing something, and you remind them that it is very important (equivalent to shaping their ideal self), so they are more likely to do it and consume your product.
With these ten requirements, the action to improve copywriting is to compare them one by one and ask yourself ten questions.
Take the "novel" demand as an example, and ask yourself: What demand does this product meet in a more novel way than others?
By asking ten questions, we can solve two common problems in copywriting advertisements:
First, thinking is limited and creativity is insufficient. Due to the limitations of people's thinking, product-based copywriting is often not comprehensive enough. Get as many alternative copywriting materials as possible:
Second, there is a lack of uniform rules for copywriting, and the copywriting written is varied.
This method of using requirements to find copywriting is universal, and products are all part of meeting these ten requirements, which can be applied to any product that you need to make copywriting.
Borrow this method to quickly expand the amount of your copywriting materials. First, do addition and do more alternative copywriting. The next step is to select several suitable copywriting materials, try to do subtraction and find the appropriate final copywriting.
Since subtraction is done, there is a need for selection and elimination criteria: a product can meet many needs and find those that can be advertised. Each product can meet a variety of needs, such as take-away, can satisfy hunger (performance requirements), and can also be used as a gift (accessibility). What copywriting should do is to find out the demand that best meets the product characteristics, and it can be used for large-scale publicity and advertising, and persuade consumers to buy with the characteristics that the product meets the demand.
In essence, marketing copy plays a persuasive role, so the introduction of product copy also needs to conform to the basic persuasion chain:
Purpose-cause-evidence
In the production of copywriting advertisements, a common argument error is that the "reasons" in copywriting often support the "purpose" rather than the "evidence", which leads to the fact that the persuasiveness of copywriting is not so sufficient, and the "reasons" given by copywriting are questionable. The improved method is to try to replace [reasons] with [evidence] of argumentation, and find new reasons as support according to the top ten demand templates.
The top ten demand templates correspond to the top ten effective suggestions of consumers. With so many suggestions, how can we select the right one?
Give the following suggestions for your reference:
A. Change the list of "Top Ten Demands" to choose according to products, and only keep the demands most related to product highlights;
B. Choose the needs that consumers are most concerned about and want to meet. (The recommended search method is to directly search the hottest topics in product-related fields, hot search index rankings, KOL hot articles, high-quality big V articles, etc. )
To sum up: the idea of copywriting introduced in this paper is actually very simple: first, make a batch of spare copywriting according to the demand template, and then screen it once with the criteria that conform to the persuasion logic, are related to the highlights, and are most concerned at the moment, so as to reduce the number of spare copywriting to less than five.
First, use the top ten requirements to do more copywriting creativity, and then use the screening criteria to do less copywriting, which is similar to the reading method of "reading thick books first, then reading thin books" mentioned by Mr. Qian Zhongshu.
As for how to get the final scheme from several schemes, please see the new tool introduced in the next serial article.