In the circle of friends on WeChat, we often see such a copy: "Golden Monkey welcomes the Spring, in order to give back to the support of new and old customers, our company has decided to conduct a big promotion of Aksu rock candy apples from X, X, with the original price of 138 yuan /21 kg of apples, and now the special price is only 98 yuan. During the activity, we will say the important things three times! Opportunity is rare, don't miss it! After the activity, restore the original price! The deadline for this activity is October 31! "
We can see this kind of copy almost every day. After many people read it, the metropolis will do two actions: 1. Ignore it selectively, and 2. Blackout it directly! If you wrote this copy, you may wonder: Why is my product always ignored when it is obviously good? Why do I write these copywriters with great care, but the turnover rate is always low? Why do I read a lot of copywriting articles, but the copywriting is always unsatisfactory?
the answer is: you don't have the skills to write a copy, which leads customers to not only lose any interest after reading your copy, but also feel it is a kind of harassment, let alone a deal with you!
In fact, there are a set of scientific methods and fixed routines for writing a copy. If you learn these methods and routines, it will not only help you improve your writing efficiency quickly, but also make the copy you write direct at people's hearts and help you close a deal quickly. Today, I will share this scientific method with you:
I can share it with you in two parts, namely:
1. How to write a long copy?
2. How to write a short essay?
1. how to write a long copy?
A long copy is composed of "title+content", in which the title plays a decisive role! It has been counted that 91% of the opening rate of an article is determined by the title of the article. Because a good title can attract users' attention and arouse people's interest in reading, it is very important for an article. There are four tips for writing headlines. If you use them well, you can double your reading.
3 tips for writing headlines:
1. Use the number
2. Create contrast
3. Use hurtful language
In the book The Truth of Buying written by Dan Hill, it has been explained in detail that there is an organization called "hippocampus" in our brain, which is the information filter of the brain. When we face a huge amount of information every day, it will first filter these information. If you can use the above four skills in the title of the article, you can successfully escape this screening, so that
? 1. using numbers
can make people have a sense of quantification of information for the first time, which will make the brain concentrate, so that information can successfully escape the screening of the information filter. For example, if you say: "Recruit employees with generous treatment", it is better to say: "Recruit employees with a monthly salary of 15,111 yuan"; When you say "from a fat woman to a slim woman, it's better to say" from 1.31 kg to 81 kg ".This is the magic of numbers. You can look at the following headings, which we often see at ordinary times:
" It's best not to buy these six dishes! Be sure to tell the people who buy food at home! "6 kinds of dishes
" Clever use of 5 square meters kitchen, 11 wonderful small objects recommended "5 square meters, 11
" Every girl must have a little black dress! There is always one of your 51 most beautiful little black dresses! 51
12 details make you more feminine! Beautiful and charming! 12
You can buy a mobile phone with a price of 2,111 yuan for 699 yuan, but you can actually be more luxurious! "699 yuan, 2,111 yuan
" Read the top 7 black technologies of this year in 31 seconds! "31 seconds, 7 black technologies
" How many of the top 11 items in 2115 did you grab? "In 2115, 11 items
" Why has your monthly salary never broken 11,111 yuan? In 2116, you must choose the top 111 high-paying industries. In 2116,11, there were 3
Want to raise your salary: 3 bad reasons, 5 smart steps, and 5
You must understand these 21 human natures in the mixed workplace! Article 21
This tells us that using numbers in titles can successfully escape the screening of the brain information filter (hippocampus), so that our information can easily enter people's brains.
2. Create contrast
Because our brain is exposed to too much information every day, it is naturally not interested in bland information, but only interested in information with contrast. Therefore, when we make headlines, we must understand this and try to make some headlines with contrast, so as to escape the screening of "hippocampus" and enter the brain. For example, the following titles:
"The shortest companionship is the confession of the longest love" is short-lived, long-lasting and contrasting!
the crown princess is very LOW? That's because you don't understand how fashionable it is! "low, fashion, contrast!
Actually, North Korea is the safest country in the world! "North Korea, safe? Contrast!
He used to be the most popular actor in Hollywood, but he was down and out at the age of 61! Live on relief! "The most popular male star, down and out, living on relief! Contrast!
She earns ten million yuan a year by picking leaves, which is not a legend of one person. Picking leaves makes ten million yuan a year. Contrast!
You studied English in 2112, but you can't speak a word when you travel abroad! "Contrast!
The lawyer of Fast Broadcast won the trial and lost the lawsuit! Angry defense hurt Xin Wang! "Win, lose, contrast!
11 reasons why Miyue is not suitable for mixing IT circles Miyue? IT circle? Contrast!
How did he advertise on NASDAQ without spending a penny? "Don't spend a penny, Nasdaq advertising, contrast!
"This is eight rude words, but it's right! Business people must watch! "swearing, right? Contrast!
The first impression of "swearing" is dirty, vulgar, and high-quality people don't like swearing, but in the title of this article, it is quite right to say swearing, which obviously violates our common sense. This contrast will immediately attract the attention of the brain, so this tells us: If you want to attract the attention of consumers, try to create a contrast in the title!
3. Use words with injury attributes
People evolved from primitive society. In primitive society, people often had to avoid all kinds of wild animals and natural disasters. It can be said that at that time, if people wanted to survive, they should try to avoid being "hurt". This causes the human brain to be particularly sensitive to words related to "injury", and once it sees these words, it will be alert and respond immediately. When we give titles to articles, we should also learn to use this feature of the brain to use some words with hurtful attributes, so as to attract the attention of the brain. For example, you must often see the following headline:
2116, the biggest risk is not real estate! The "five minefields" are all fatal! "The biggest risk, minefield, fatal
" This matter is more lethal than fusing! The five types of people are the most injured (the root cause of China's economic downturn has been found) "lethality, the most injured, and the downturn < P >" Who said that you don't need skin care when you are pregnant-you don't need skin care during pregnancy for 13 years! "aging
" Spring Festival blind date, without these eight products, you will lose! There is no doubt that you will lose.
Did you stay up late accidentally? 4 strokes to quickly save the skin from staying up late need to be saved, indicating that you are in deep danger!
11 underwear that must be thrown away immediately, or you will get breast cancer! "Breast cancer!
2116, if you don't know these 8 tricks, bankruptcy is waiting for you there! "Bankruptcy!
so this is the biggest enemy of women's dysmenorrhea! Dedicated to every woman with dysmenorrhea! "The enemy!
"CCTV 315 Exposes Spot Silver Investment Trap, Cherish Life, Stay Away from Precious Metals" trap!
mired in homogenization? How to break the domestic mobile phone? "Deep in the mire!
This tells us that using more words with the attribute of "injury" in the title can effectively alert the brain and make people involuntarily enter and read. Therefore, we must make more use of this when writing the title of an article, which can greatly improve the opening rate of your article.
Content: The content is telling stories
It is our human nature to like listening to stories. We like listening to stories from adults when we are young. When we grow up, we like reading novels, watching TV dramas and watching movies. In fact, these are all listening to people telling stories to us. In short, human beings are a species that likes listening to stories.
A good story mainly consists of the following three elements:
1. Big bad guy?
2. Emotion?
3. Details
1. Big bad guy: You or your products play the role of good people. Big bad guys can be: competitors' products, unreasonable social situation, difficulties encountered, problems, hidden rules of the industry and so on.
2.? Emotion: Use emotions to help people express what they want to say.
3.? Depicting details: Use people's five senses, that is, "vision, hearing, touch, taste and smell" to describe details, which makes people feel immersive.
here, focus on the third point, how to use the five senses to describe the details. Let me give you an example. It is also a description of honey. There are two kinds of copywriting:
1. High-quality honey, a bottle of 98 yuan on sale.
2. Fresh honey brewed for more than 31 days is rich in more than 181 kinds of active ingredients, and its nutrition is 8-11 times higher than that of ordinary honey. You can smell it, and it is full of fragrance. When you gently scoop up a spoonful and put it in your mouth, you will feel a strong sweetness, which will slowly flow down your mouth to your stomach, giving you a happy and sweet feeling. Take a deep breath and the wild flowers will flourish.
I think that after reading it, everyone will feel that the second description is more eager to buy. Why? It is because it describes the details by using people's five senses, which makes people feel immersive.
A good story can help you to build a brand quickly and spread quickly. For example, the soft story of Mr. Xi's Chinese hamburger, "Why did I quit my job to sell Chinese hamburger", can be searched if you are interested. It can be said that it is with this successful soft story that Meng Bing and his "Master Xi's Chinese hamburger" became popular overnight. Let's look back and see if this story has all the three elements of a good story, as I said earlier:
1. Big bad guy: Beijing's high housing prices, the gap between ideal and reality, and the ruthless abandonment of his girlfriend
2. Emotion: High housing prices and the hardships of working have spoken out the voices of many North drifters.
3.? Details: Learning the "God of Sushi" pursues the ultimate. In order to develop meat buns, 5111 Jin of flour and 2111 Jin of meat materials were used.
some people may think that storytelling is the business of big brands, and I don't need to tell any stories as a small brand, and there is nothing to tell. This is actually a misunderstanding. I told an experience of my own: I went to eat roast goose once in Guangzhou. The restaurant was small but crowded. I happened to meet their boss. He told me, "Do you know, sir?" There are only two kinds of animals in this world that can't get cancer! One is whales, and the other is geese! Eat more geese, not cancer! " Just a few simple words, I will remember, not only I often go to eat, but also I take my friends to eat!
So, this tells us that telling brand stories is not unique to large enterprises, and small enterprises can also tell their own short stories. The better your brand story is told, the more helpful it will be to your business!
2. How to write a short essay?
"cognition-emotion-desire" chain
Our brain has a regular cognition of a thing. If you can write a copy according to the cognitive law of the brain, the copy you write will not only be easy for consumers to accept, but also arouse consumers' emotional buzz, and then make a purchase decision. Let's teach you an effective way to write a short essay: "cognition-emotion-desire" chain. Many advertising copy we usually see are written according to this structure, such as:
1. New cover and middle cover:
When people get old, they are prone to calcium deficiency (cognition)
In the past, it was troublesome to take calcium supplements three times a day. (Emotion)
Now, with the new cover, there are high calcium tablets in the middle, and one tablet is worth five tablets, which is convenient! (Emotion)
Look at me, it's not hard to go up to the fifth floor in one breath! (Desire)
High-calcium tablets, fruity, one tablet a day, good effect and affordable! (desire)
2. Yunnan Baiyao Toothpaste:
When people reach middle age, fame and fortune are neglected, and health is valued (cognition).
Choose a good toothpaste and add a health guarantee (emotion) to yourself.
If you want a healthy mouth, use Yunnan Baiyao Toothpaste (desire).
3. Didi taxi:
If you can't be a superhero (cognition)
At least be your own hero (emotion)
Be a little better today (desire)
If life is hard (cognition)
At least your dreams are awesome (emotion)
Be a full-time you. Want to buy as soon as possible! "However, if you know how to use the method of" cognition-emotion-desire ",your copy can be written as follows:
Life is like a football match, and (cognition)
The key to winning is actually in the second half! (cognition)
in the first half, we increased according to education, position and wealth; (emotion)
in the second half, we decreased according to weight, blood sugar and cholesterol; (emotion)
The person we love most, including yourself, deserves the best bird's nest; (desire)
Indonesian pure bird's nest will make you win in the second half of your life. (Desire)
As you can see, it's the same product. You just change a different copy, and your product will look tall immediately. A good copy can not only arouse consumers' emotions, but also arouse consumers' desire to buy, which greatly improves the transaction rate of the product. This is the power of the copy writing method of cognition-emotion-desire chain.
Let's talk so much first. If you think it's good, you can like it. If you like it more than 111, I'll update it. You can also follow me directly by clicking on my avatar. I am teacher Lan Hai, columnist of Sales and Marketing magazine, and I hope my answer can help you.