Does the product you sell give customers a great experience?

for example-food: roast chicken, souffle, nuts?

drinks: fruit and vegetable juice, craft beer, banana milk?

products that make people comfortable: aromatherapy instrument, massage chair, silk quilt?

exciting and pleasant projects: 4D movies, amusement parks and VR equipment?

their selling points are obvious: delicious, exciting, comfortable and so on.

polish these words and you'll get a copy, which is what many marketers do. I'll extract a few paragraphs for you to see.

Authentic handmade teh tarik: Sri Lankan Ceylon black tea is the best choice for making Hong Kong-style milk tea, and it is even more ingenious after tea, tea filtering and tea bumping. Extrasensory private cinema: watch movies that will be "moving" and QUAKE 4D extrasensory sofa that can perfectly interact with movies; Awesome Dolby panoramic sound effect, 721-degree restoration of movie sound effect. European-style waffles: pure flavor from Europe, using fresh and high-quality raw materials, each piece is fragrant and soft, whether wrapped in cream or stained with salad dressing, it is a delicious enjoyment!

reading is over. Are you excited? Are you drooling? Are you impressed? No! Many marketers "package" their selling points into flowery words and put them in the copy, which seems to be refined, but the truth is-they can't stimulate the desire to buy! It's useless

Example: How to write the copy of nourishing steamed chicken?

how to write brilliantly? Before I solve the mystery, let me tell you a short story.

My friend Brother Yong used to work in a mobile company, and his salary and benefits were enviable. Four years ago, he quit his "golden rice bowl" and started a business in the catering industry. His main product is steamed chicken. I fell in love with it the first time I ate it! Every bite is tender and juicy. I ate a whole chicken in one breath. After 11 minutes, I looked at my chubby belly and realized that I was full. Their chickens were launched in a low-key way on the group buying platform, and their monthly sales quickly reached an astonishing 12,111-with almost no promotion!

This is a trump card product that shocked the industry. official website's recommendation copy reads as follows:

Nourish steamed chicken, choose ecological live chicken, and offer the purest and most tender chicken, showing the health, freshness and quality of ingredients. Cooking with nourishing medicated diet in the way of original dry steaming, the meat is tender and juicy, sweet and mellow, with smooth taste, which has the effects of warming the middle warmer, benefiting qi, replenishing essence and filling marrow, and is a good product for nourishing health, lifting qi and waking up.

If the delicious value of Yong Ge's steamed chicken is 11 points, this copy is only written to 4 points. I have eaten it myself, and I know:

It is one of the most delicious foods I have ever tasted. If you are lucky enough to buy it, you will find that the whole steamed chicken is the size of a small watermelon, and it is wrapped in delicate and shiny tin foil. Open the tin foil, a complete golden steamed chicken comes into view, a puff of smoke floats upward, and you will smell the delicious smell of hot chicken. You are unprepared, and your saliva has quietly flowed down. You put on two gloves and break off the chicken leg. The chicken leg that just came out of the oven is a little hot, so you subconsciously blew on it. The chicken skin is glittering with juice, and you take a bite. The fresh chicken finally enters your mouth. You can taste the delicious mixture of chicken and salt, and also taste the sweet and sour taste of Lycium barbarum and the medicinal fragrance of angelica. You may have eaten dry and chewy chicken before, but this time it's different. You find that the whole chicken is full of juice, and every bite is smooth and there is no resistance. When you chew it, it seems that you can hear the sound of chicken juice in your ears. A packet of Chili noodles was included with the chicken-that's an absolute person! Between! Beautiful! Taste! Pour it into a small dish and turn it into a small red hill. Take a piece of chicken and dip it in your mouth. In that second, the salty and spicy taste, fennel taste, cumin taste and chicken taste of Chili noodles "explode" in your mouth together, which makes your body tremble. You find that your mouth corners rise inexplicably and you can't help smiling! In less than 15 minutes, the whole chicken has been wiped out by you, and you will feel a little tired, but you are still unfinished. Seeing the chicken soup left on the tin foil, you poured it into your mouth without hesitation, and the warm soup flowed from your throat to your stomach, making you feel warm all over.

in this way, has your desire to buy steamed chicken with Brother Yong increased?

This copy is not an inspiration from all over the world, but a result of my step-by-step writing with scientific methods. Anyone can learn it. Do you want to know the mystery?

sensory occupation method

Almost all human experiences and feelings come from his senses, such as eyes, nose, ears and so on.

when you tell the customer that your product is "delicious" or "thrilling", the customer's senses are not moved, and he is not moved.

Now, I'll give you a clear, simple and easy-to-understand method to impress your readers easily!

suppose the customer is using your product, and describe the direct feelings of his eyes, nose, ears, tongue, body and heart.

eyes: what do you see? For example, if you sell a particularly thick Greek yogurt, it is not enough to write "thick and delicious". We have to write "like milky ice cream, you can only dig it with a spoon." Nose: What do you smell? For example, if you sell scented candles, don't write "rich fragrance", but write "elegant bouquet of lilies in North Africa, mixed with the fragrance of freshly cut grass and the smell of fresh air on the mountains." Ear: What do you hear? For example, if you sell a sound system, don't write "shocking sound effects", but write "when a motorcycle whizzes past in the movie, the roar of the motor rushes from left ear to right ear." Tongue: What do you taste? For example, if you sell sweet wine, don't write "sweet and sour", but write "fresh peach juice, brisk citric acid, mixed with dense microbubbles jumping in your mouth." Body: What do you feel? What do you touch? For example, if you sell a summer mat, instead of writing "This summer mat is refreshing and breathable", write "Lying on this summer mat, you will feel refreshing and breathable, like the breeze blowing gently under the summer mat. After lying for half an hour, you will be surprised to find that there is not a drop of sweat on your back!" Heart: What do you feel inside? For example, if you sell a go-kart experience project, don't write "thrilling", but write "When you turn sharply, your heart is pounding and you can't help but take a deep breath!"

do you feel the difference? When you describe these feelings, you have occupied the reader's association, let him mobilize his senses in his mind to follow your words, see, hear, smell and touch, so as to deeply understand the beauty of the product, and his desire to buy will also increase!

wonderful case of sensory occupation

suppose you are working for a luxury car brand, and the guy in the product research and development department throws you a product information with all kinds of data on it: V12 front engine, cylinder diameter of 92 mm, displacement of 6.7 liters, luxurious wooden leather door, wooden leather steering wheel and so on. If you use common writing, the copy will be like this: spacious interior, luxurious interior and strong horsepower? And American advertiser Drew Eric Whitman wrote:

This car has a compartment (eyes) as wide as a living room, closes its vaulted door, and is ready to enjoy the driving experience of a few privileged people. You are surrounded by gorgeous and fragrant leather (nose), hardwood from abroad and expensive Wilton wool carpet (eyes). Will this car show your unique lifestyle?

do you feel it? When the powerful power of up to 453 horsepower calls you to release them, your adrenaline is flowing through the veins (body) quickly.

Look, Drew Eric Whitman has occupied our senses like this. People have never been to the 4S shop, but they feel like they have been driving.

practice and popularization

As you can see, the sense occupation copy has a magic power that directly points to people's hearts. Do you want to have it right away? Come and play a little game with me now.

think back, what useful products did you buy recently? Look at your desk, bathroom, living room and kitchen and choose one.

write a paragraph with sensory occupation to describe the wonderful experience of using it, but don't write the brand-you did it on purpose! Your purpose: send the copy and product photos to the circle of friends, so that your friends can't bear to see it, and seduce them to ask you: Where can I buy it?

your goal: double the number of messages! Suppose you send a circle of friends at ordinary times, and an average of 11 people leave messages for you. The goal of this article is set at 21! And so on. After half a day, you can see the data and check your copywriting skills.

have fun? Close the book and write now!

I believe you've got a lot of messages and I've finished my homework. The product I chose is a small neck massager, and its selling point is to relieve neck fatigue. I wrote this way: < P > If you watch the computer for a long time every day, your neck is sore and your head is dizzy, and your savior is coming! I have used this neck massager for 3 years and highly recommend it!

Although this guy is only a little bigger than a slap (eyes), he has great strength. When the switch is turned on, you will feel two currents stimulating the acupuncture points on the neck, and a limp and numb sensation will spread all over your body, shaking your neck from side to side. (Body)

Two massage modes, one is like a small fist, "Da Da Da?" Beat the neck once and for all, and the fatigue will be relieved once; One is like pressing with one hand, like Thai technicians rubbing acupoints with their forefinger, middle finger and thumb, which makes you feel sore and numb. I hope it will never stop. (body)

15 minutes, when you take off the instrument, the tension and dullness in your neck actually disappears (body), and there is a kind of joy that you have been working for 7 days and finally have a weekend. You can't help but breathe "Whew?" It feels like a new neck! (in my heart)

I think this way: when readers buy massagers, they value two things most: is it comfortable to massage? Did you relieve fatigue and get relaxed after massage? The two senses of nose and tongue are useless. I focused on "body" and "heart" to impress them. After half an hour of polishing, the above copy was formed.

Result: I usually get about 11 messages in each circle of friends, but today I got 21 messages, most of which are asking "Where to buy?" Please look at the picture below.

and the copy of the e-commerce details page of this product is: massage the cervical acupoints, relieve the soreness, numbness, swelling, pain and stiffness of the cervical spine, relax the muscles and activate the collaterals, and stay away from dizziness and headache. Low frequency technology, through electromagnetic kneading, tapping, pressing and other methods to adjust 11 gears, master massage enjoyment. Can such words really move people?

However, this is the copywriting recognized by many bosses and marketers: gilding products with beautiful adjectives and obscure technical terms, but the truth is-it's useless. People read it, and their minds are only a blur. The sense occupation copy is different, it points directly at people's hearts and is almost unstoppable.

Your words are like a magic wand, which moves the reader's eyes, nose, ears, tongue, body and heart word by word, so that he can experience your products personally and achieve the magical effect of "word trial". Now, this weapon is in your hands. Why don't you play with the next copy?