What kind of copy is more attractive? First of all, we should know what is the driving force of human life.
1. Live, enjoy life and prolong life.
2. Enjoy food and drinks.
3. Freedom from fear, pain and danger.
4. Seek a sexual partner.
5. Pursuing comfortable living conditions
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7. Take care of and protect the people you love.
8. Get social recognition
In addition to these eight needs, there are nine secondary needs of the day after tomorrow:
1. Demand for information
2. Meet the needs of curiosity.
3. The need to keep the body and the surrounding environment clean.
4. Requirements for efficiency.
5. The need for convenience.
6. Reliability requirements
7. The need to express beauty and style.
8. The need to pursue profits
9. Demand for good quality and cheap goods.
The most attractive advertisements are almost all aimed at these eight driving forces and nine secondary needs.
Copywriting principle 1: Make money by using fear.
For example, in the circle of friends, send some copywriters who buy cats from other people's homes, buy dead cats, and buy fake food from other people's homes. Buying cats in other people's homes, being slaughtered, and so on,
In order to be effective, the following four conditions must be met.
1. Scare the shit out of people.
2. Specific suggestions can be provided to overcome this threat.
3. The other party thinks that the recommended behavior can effectively reduce the threat.
Information recipients believe that they can achieve advertising recommendation.
Copywriting Principle 2: Stimulate self-substitution and self-identity awareness.
For example, luxury car advertisements are very luxurious and high-profile, just to give users a sense of self-identity.
You can cater to customers' vanity and self-awareness, and customers will choose to do business with you.
Realization idea: shoot the cat and the room very high. Let customers feel substituted. If he buys our cat, he can live that life.
Copywriting should be as life-like as possible. Let customers substitute their future life scenes from the text.
Copywriting Principle 3: Credit Transfer
Your advertisement can be beautiful, but no one takes action. That's because no one trusts you,
There is a way to use it. Use some authoritative organizations, respectable people, symbols, images or symbols related to institutions.
Such as our cfa certification. Some customers will feel more trusted than ordinary cat houses.
Copywriting principle 4: conformity effect
As social animals, human beings need to know whether their choice is the choice of most people. For example, some advertising slogans: 654.38+100,000 family standard configuration. A pharmacy that Americans trust. For every ten cans of herbal tea sold, there is one. ...
Principle 5: Core values are the most important.
Does the customer buy an electric drill because he needs it? No, he wants a hole in the wall. Look down. Does he want that hole? He actually wants to install air conditioning to enjoy the cool. Therefore, what should be emphasized in the copy is the core value of the customer. Not currently purchased. You go to the supermarket to buy meatballs for hot pot. One picture is cold meatballs. One is a family eating hot pot at home. Which one would you choose?
Copywriting Principle 6: Persuade customers step by step
Customers' cognition of products is usually divided into five stages: blank period (not aware of their own needs), wait-and-see period (knowing that products are considered for use), preparation period (needing to know the benefits of products in detail), action period (purchasing stage) and maintenance period (maintaining customer relationship).
We need to judge which stage the customer is in, and then push him to the next stage in different ways.
Copywriting Principle 7: The principle of consistency guides and persuades customers.
Through the guidance of copywriting language, start with a few small questions and guide them step by step to the big questions that need his consent in the end. Example: "Are you afraid to cross the road alone? Don't you want to find a simpler way to protect yourself? Wouldn't it be great if there was a safe and effective way to stop gangsters by pressing a button? We recommend so-and-so electric shock stick to you.
Case study: Is it tiring to live in a big city? Do you feel lonely when you come home from work every day? If you can have a little guy waiting for you when you go home every day, will you be more motivated to work and want to go home early? Come and buy a cat.
Principle 8 of Copywriting: Creating Scarcity
Let your products reflect the characteristics of short supply, such as Xiaomi mobile phone, Hermes and so on. Are all masters of this trick.
We are doing the same.
Principle 9 of copywriting: don't slam your opponent.
You can show yourself and your competitors in the copy. Don't belittle your competitor too much, or even praise him by innuendo, which will make customers feel that you are fair to others, thus increasing their trust in you.
For example, soap-based ingredients are still very clean. Before we discovered the cleaning factor, we used it, but now we are different.
Copywriting principle 10: using interrogative sentences
The use of interrogative sentences can change other people's way of thinking. Usually people will think that you are instilling an idea when they see a declarative sentence, and their memory will be very low. But when we see a question, even if there is no oral answer, people usually answer it silently in their hearts, so that we can interact with customers. You can try. When you see a question, can you control yourself from answering it?
A valid title begins with the copywriting principle 1 1:20.
1. Free. Give away a set of pet products for free.
2. brand new. Brand new pet products, Xiao Pei series
3. finally. Finally, a beautiful and cheap cat appeared.
4. The latest version.
5. Now. Now you finally don't have to put up with cat hair.
6. how about it. How to raise a cat that has just arrived home?
7. Really? Have you ever been bothered by cat hair,
8. If you. If you miss this one, you will never meet another one of the same color.
9. Starting today. From today on, be a man with a cat.
Above, as a circle of friends in the cat house, Weibo's marketing core is used.