Generally, when we say a piece of copywriting is heart-warming, it is because it can arouse the emotions of the public or a certain group of people. I remember when my Chinese language teacher in elementary school once commented on a classmate’s composition, he said: Those who are passionate will naturally become great writers. It means that the composition is excellent not because of its literary talent, but because of its true feelings.

Some time ago, the old article "Selling Rice" by a talented woman from Peking University who passed away hit the screen. The article tells the story of farmers in remote rural areas who farm and sell rice but are exploited by middlemen and bargain for a few dollars. There is no money in the whole article. Sentences, no words, have you ever thought about why? In this era where the Internet is full of chicken soup bodies and anxious bodies, why has this refreshing stream become so popular? What moods and emotions does it tap into?

If you want to write thoughtful copywriting, you need to ask the market to think about this question. Every event, article, person becoming famous, and brand represents the trend of public sentiment and values. What do you want? To let your copywriting reach their hearts, you first need to know what everyone is thinking? What makes them happy, why do they persevere, what makes them sad, what makes them angry, and what kind of anxiety and pain they have in their hearts.

Then you think about which of these emotions can be connected with your own products or brands, or how to connect your own brands and products with these emotions. This year, Sanjiu Pharmaceutical released two very popular heart-warming advertisements. One of them, "Someone is Secretly Loving You," tells the details of strangers helping each other. It points to the indifferent world of urban people surrounded by steel and concrete. The city lacks warm emotions in the heart, and the moving details give comfort. The other is "Health should be like this", which is also aimed at the high incidence of chronic diseases and the prevalence of sub-health. People who used their bodies in exchange for money in the early days are beginning to worry about their health in the rest of their lives, so they advocate everyone to return to a lifestyle of early to bed, early to rise, balanced diet, and active exercise. .

Careful copywriting comes from your analysis of the public or user groups, rather than from beautiful literary talent or wild imagination.