A copy that people can remember and are willing to spread is usually called an adhesive copy. Also called sticky. Such a copy is often very similar to a rumor.

so, how do you make your advertising creativity sticky? Since marketing is an art as well as a science, there must be traces to follow. Yes, here are six secret recipes to make your creativity more sticky. They are:

1. Simplicity: refining core information

2. Accident: attracting and maintaining attention

3. Concreteness: helping people understand and remember

4. Credibility: making people want to believe

5. Emotion: making people care

6. Story: urging people to take action

1. It's obviously B.

the "simplicity" in marketing is often the core thing, in other words, simplicity = refinement+core.

A successful defense lawyer pointed out: "To defend from 1 angles, even if every argument is justified, the jury can't remember one after entering the lounge." To make it peel off layers of shells, as Li Jiaoshou said, the first step of the strategy is to give up. How to give up those irrelevant information and extract the core information?

there is a very simple detection tool: ask yourself a question: if there is only one, then this is-.

Take chestnut as an example. If you want to advertise a product with many selling points, you can ask yourself a question: If you can only emphasize one selling point, then this is-.

There are similar sentences: If only one thing can be done, then it is-,and if only one job can be completed, then this job is-,etc., and the core information can be quickly extracted.

of course, after extracting the core information, we need to share it.

Here's a case. As a local newspaper, most newspapers emphasize localization, but there are few very successful cases. The Dunn Daily in Dunn Town, North Carolina, USA has a coverage rate of 112% in the local city by focusing on local news, ranking the highest in the local share of newspapers in the United States.

like other local newspapers, Adams, the founder of Dunn Daily, emphasizes focusing on the operational core of local news, but he has specially extracted the phrase "person's name, person's name or person's name".

He said that "if the reporter can collect more names, he would like to hire more typesetters" and "the mayor of the town and the mayor of new york have the same influence on the residents of the town". This view is very specific (see point 3 "Concrete" in this article), and everyone in the newspaper can understand it and put it into action.

regarding simplicity, emphasize it again: simplicity = refinement+core. If it is to be better implemented, it needs to be continuously shared and strengthened, such as Adams' practice.

2. Accident: Attract and maintain attention

In the era of excessive attention, it is becoming more and more difficult to attract attention. The most basic way is to break the routine. When it comes to accidents, I will especially think of a public welfare film shown in a Hong Kong cinema: in the cinema, the audience are seated. According to the usual practice, advertisements will be played before the film is shown, and the lens perspective is the perspective of a driver, which has been on all the time. At this time, the staff of the cinema sent a short message to all the audience, and many people looked down at their mobile phones. Suddenly, "Bang! "The car in the commercial had a car accident, and the window glass was broken. Everyone looked up at the screen and subtitles appeared: using mobile phones while driving has become one of the main causes of car accidents in today's society, reminding everyone to watch the road.

At first, the audience must have thought it was an advertisement for a car, but when they looked up at the unexpected car accident on the screen after reading the text message, the concept of "don't use your mobile phone when driving" must have been deeply echoed in the brain for a long time.

"Unexpected events are often very sticky, because surprise makes us concentrate on thinking. Surprise enables us to explore the reasons behind the events, imagine other possibilities, and try to avoid similar things from happening again in the future."

then what will be surprising? Let people feel surprised? There are three main points here:

1. Determine the central message you want to convey (find the core);

2. Find the counterintuitive part of the information (what is the unexpected meaning of the core information? Why isn't this how things are going now? )

3. Destroy the audience's prediction model on an important and counterintuitive level, thus transmitting information. Then, once the basic model prediction fails, help them repair the basic model.

3. Concrete: Help people understand and remember

Please take 5-1 seconds for each of the following sentences. Don't be in a hurry. When you switch from the previous sentence to the next sentence, you will find that whenever you think of different things, you will feel different:

* Think of the capital city of Guangdong;

* Think of the Mona Lisa;

* Think of the house where I lived the longest as a child;

* Think of the definition of "truth";

* Think of the definition of "watermelon";

David Rubin, a cognitive psychologist at Duke University in the United States, uses similar connections to clarify the nature of memory. Each memory instruction above will trigger different brain activities. The capital city of Guangdong is an abstract exercise, unless you live in Guangzhou. On the contrary, the Mona Lisa's picture evokes the visual image of the famous mysterious smile, and when you think of the house where you lived for the longest time as a child, it evokes a series of memories: smells, sounds and images. You may even recall the path you trotted through and the place where your parents used to sit, but the definition of "truth" is more difficult to recall. The definition of watermelon must evoke the striped skin, red flesh, sweet taste and heavy weight of watermelon, and then you may feel that you have switched to another mode, trying to condense these sensory memories into a one-sentence definition.

There are a large number of small loops in our brains. The more small hooks there are in an opinion, the easier it is to stick to memory. The so-called hook and loop of memory.

Just as Adams, the founder of Dunn Daily, transformed the abstract concept of "focusing on local news" into a specific "name, name or name" in the "simple" paragraph above, it made his business strategy more memorable.

So, you will know why most successful advertisements will help the audience to remember with specific points. For example, Uber used a series of specific stories to show its own interest. (In addition to the details, there are stories. See the next article for details about stories.)

Such a copy is also like a hook, which pulls out a vivid memory picture.

4. Credibility: people are willing to believe

If it is a slimming product or a health care product, the key challenge must be: how to convince people. In fact, no matter what products or services, the audience needs to feel credible, otherwise they will never pay the bill. So, how to convince people? There are two methods here: external evidence (authority, anti-authority) and internal evidence (vivid details, statistics).

here's a great story: edible cloth. In 1993, mcdonough and German chemist Michael Braungart wanted to create a set of production procedures for the fabrics used in Steelcase brand advanced seats without toxic chemicals. This is an impossible task for people in the industry. Dangerous chemicals are often used in the textile industry, and most dyes contain toxic substances. As a result, it was rejected by more than 6 chemical manufacturers, and the expression could not be achieved. Only one pharmaceutical company said that there was no problem. They studied 8, chemicals and used a set of safety standards to detect each chemical. As a result, 7,962 chemicals failed to meet the standard, leaving only 38-and those 38, according to mcdonough's statement, were really "safe enough to eat"

Unexpectedly, They used only those 38 chemicals to make all the textiles. When the government sent someone to check whether the discharged wastewater was up to standard, mcdonough said, "The inspector thought there was something wrong with the tester, and then he checked the incoming tap water, and found that the cloth further purified and filtered the water in the production process."

If he found out, it contained credible internal evidence (authoritative inspector, authoritative mcdonough and German chemist Michael Braungart) and external evidence (.

Speaking of this, you will definitely say: Yes, what is the anti-authority in the internal evidence? Anti-authority, of course, means not using the image of authority, but using a similar real story to illustrate it, just like a buyer show.

With regard to credibility, it is actually very similar to the parts that prove the benefits in Sales Brain: buyer show (external evidence), display effect (internal evidence), display data (internal evidence) and display vision (internal evidence)

5. Emotion: making people care

Mother Teresa once said, "If I see a crowd, I will never. If I see a person, I will. " In order to study whether others are like Teresa, some researchers at Carnegie Mellon University in the United States conducted experiments and prepared two versions of fundraising letters about Africa. The excerpts are as follows:

Version A:

* The food shortage in Malawi affects more than 3 million children;

* The severe drought in Zambia has led to a 42% decline in maize production since 2. It is estimated that 3 million Zambians are facing famine.

Version B:

* All your donations will be transferred to Rokia, a 7-year-old girl from Mali, Africa. Rokia is extremely poor and is facing severe hunger. Your generosity will improve her life. With the support of you and other caring people, Save the Children will help Rokia's family and community members, and provide Rokia with food, education, basic medical care and hygiene knowledge.

It turns out that the average donation for reading version A is $1.14, while that for reading version B is $2.38, which is more than twice as high. After further experiments, the researchers found that when people think analytically, they are less likely to be emotional, but when they think emotionally, they are more likely to be moved and concerned.

remember that half bottle of water for charity? Now you must know why you want to put specific pictures of children on it, right?

As for the word "emotion", in fact, I personally understand that "emotion" is to evoke other people's emotions, similar to Rokia's story, the photo of the child on a half bottle of water package, and the emotions to be evoked are all sympathetic emotions. Wang Lao Ji's "fear of getting angry and drinking Wang Lao Ji" uses people's fear.

so, how to arouse people's emotions and make them care? People are most concerned about themselves, so naturally, interests related to themselves can evoke emotions and make people act. John Caples is very good at this. Take a look at the following common practices:

* If you can follow this simple plan, you will be free from money troubles.

* Give me five days to give you a vibrant personality ... Let me prove it to you. It's totally free!

* The secret of rapid growth helps you to move up step by step.

* Retire at the age of 55

Almost every item has its own interests, which makes people have to care and evokes people's good feelings about being a better person.

Of course, sometimes personal interests may not be universal. For example, when it comes to morality and politics, this will not be carried out for the time being.

6. Story: Motivate People to Take Action

Have you found that, whether in class or in meetings, as long as someone tells short stories or personal experiences, most people will immediately listen? So which stories are sticky? The answer is: all stories are sticky.

Maybe, you haven't noticed, in fact, there are types of stories: challenging the plot, connecting the plot and creating the plot.

Challenge plot: It often tells the story of self-breakthrough, such as the sparrow turning into a phoenix, turning defeat into victory, and being physically disabled and determined, which is mainly used to inspire people to accept more challenges.

connection plot: for example, a diaosi meets a beautiful woman, and a bottle of coke connects them together; Often about social relations;

Creating the plot: similar to the apple hitting Newton, it inspired the law of gravity, which generally solved people's long-standing myths or solved problems by breaking common sense and innovation.

So, when and what kind of stories should we tell? At the company's year-end party, it is correct to talk about the contact plot, but it is correct to talk about the challenge plot at the project kick-off meeting. In fact, understanding the above three story types is not to let us learn to tell stories, but to learn to collect and identify good stories so that we can use them in advertising creativity.

The biggest function of stories is to simulate and inspire. For example, A is a professional and B is an amateur. A shows B the principle of using his professional tools, and B must look intimidated. At this moment, if A is explained by a story explaining the principle, B will certainly understand it, which will enable two people with different understandings to understand the same thing on a relatively consistent basis.

In fact, there are several stories in this article. Can you find their functions?

Summary:

The six points that make creativity more sticky can be abbreviated as: simplicity, strangeness, practicality, faithfulness, emotion and events. Stories are always specific, and most stories also have "emotion" and "accident" factors. The key is to ensure a premise if you want to convey the story effectively, that is, simplicity, and make sure that the story reflects. You must have heard the story of stealing kidneys. What do you think this story fits the above six points?

Ye Xiaoyu, author of "New Media Copywriting and Communication", WeChat WeChat official account: Ye Xiaoyu Run Run (talkto52).