? Writing copy is like convincing readers to cross a bridge. One end of the bridge is the person who is going to read your copy, and the other end is you and the thing you want to sell (which may be a physical object or an idea). Your job is to get readers to cross the bridge and try out the items you’re selling. How can you write good copy that persuades your readers to take action? The book "Sales Brain Science" can help you open the door to copywriting and guide you further and further.
? "Sales Brain Science" is very different from previous copywriting books. Traditional copywriting books tell you to write about three features of your product, and you can’t write more. You feel very confused about why? Wouldn’t it be better to write more? Let customers understand the product in depth! The book "Sales Brain Science" tells you why you should do what you do from the operating mechanism of the human brain, and teaches you how to persuade your customers efficiently from the underlying logic of things.
The author of the book "Sales Brain Science" is a famous American marketing expert.
The first author, Christopher Morin, is a teacher at Fielding Graduate University, where he teaches media neuroscience. As the founder of "Sales Brain Company", he focuses on research on the impact of advertising on the brain.
?The second author, Patrick Renvac, is a compound sales expert who teaches new messaging strategies based on brain science and has helped hundreds of companies and thousands of professionals achieve billions of dollars. transaction.
? ? 1. Our brain
Our brain is divided into two parts: the primitive brain and the rational brain. Persuasion is a dynamic process. It first produces a reaction in the primitive brain and then stimulates the rational brain. It is a bottom-up process. It is the primitive brain that dominates the persuasion process and influences purchasing decisions, so what we have to do is to hold on to the primitive brain.
? Our brains are divided into primitive brain and rational brain
The primitive brain is responsible for managing the body’s key internal states, controlling attention and emotions, and solving priority problems related to survival. operates subconsciously. It is a basic set of equipment that controls the input and output of the brain. He is an arrogant big baby, he is self-centered, energy-saving, emotional, and advocates visualization.
? 2. Use 6 types of persuasion to stimulate the primitive brain and write good copy
The book "Sales Brain Science" proposes 6 types of stimulation to influence the above characteristics of the primitive brain. and the primitive brain that persuades us.
1. Personal. Since the primitive brain is driven by the survival instinct, human beings are self-centered in most situations, and the first thing they pay attention to is usually things that affect themselves. Therefore, what we have to do when writing copywriting is to pay attention to and understand our customers. Stephen Covey mentioned in his best-selling book The Seven Habits of Highly Effective People that if you want to communicate effectively, you should first strive to understand others, and then seek to be understood by others.
If you don’t understand the reader’s pain points and don’t put the reader at the center of the narrative, you won’t be able to grab the customer’s attention, and your copy will lose its effectiveness in the first place. Pay close attention to the customer's pain points, use the customer's desire to solve their own pain to write a good title, grab the reader's attention, and use the reader as the center of the narrative to keep the reader interested in reading. Here are two pieces of copywriting for you to compare:
1. Members of Flex Gym can use a variety of fitness equipment, including treadmills, steppers and freely adjustable weight equipment. Regular gym use can bring many health benefits, including improved body shape and weight loss, often within weeks.
2. From the moment you join our gym, you can use all our fitness equipment, from treadmills and steppers to freely adjustable weight equipment. Visit our gym regularly and within a few weeks you'll be more toned, slimmer and healthier.
The literal meaning of the above two copywritings is exactly the same, but the second copywriting narrates the problem from the customer's point of view, and the customers have the feeling of being there. Is this kind of copywriting more likely to impress customers?
2. Contrast. The primary advantage of the primitive brain is speeded decision-making, which we can achieve when there are only a few options. Freud famously said: “The brain allows us to derive intense pleasure only from contrast and very little pleasure from the thing itself.