How to write a copy according to the target user's cognition?

If you are not in the industry, you should still have doubts when you see today's headlines. What is user cognition? In fact, in common sense, it is a person's level of understanding of things. If you still don't understand, for example, when it rains, children think that monsters can do magic, superstitious people say that God sneezes, and scientists explain that it is a natural phenomenon, which reflects the difference in cognitive level.

For another example, if we use school standards to divide the audience into primary school students, middle school students, high school students, college students, graduate students and so on. And the cognitive level of students in each stage is different, so the teaching methods of teachers in different stages are definitely different.

Copywriting is just a communication tool. In order to avoid writing a copy, we must adjust the expression and language habits of the copy according to the cognitive level of the audience. Writing a copy according to the target user's cognition is an effective way to create a copy;

1. Replace technical terms with common sense.

Common sense is a truth known to all women and children, such as common sense of life, such as getting what you pay for, big brands, keeping promises, and a sense of security. When writing a copy, you should try to use these common-sense languages to analyze, demonstrate and introduce your products, instead of introducing them with some professional and tall industry terms, because he may not understand your professional terms or your so-called tall copy. The information you provide can't help users make a purchase decision. If you can't influence users' decisions, what is the value and significance of your copy?

2. Replace the thinking of selling with the thinking of buying.

Is this thing of good quality? Is this company capable? This is the thinking of buying a house. From the audience's point of view, when they come into contact with a new product and brand, will they have such questions? In this copy, we must answer or even solve these questions instead of talking to ourselves. Our products are good, good, good. Such a copy is a bit boastful and even unreasonable. Why is it good depends on some materials and evidence. For example, in order to prove the sterilization effect of secret comfort, we showed the inspection report of Chinese Academy of Sciences, and in order to prove the purity of silver, we also showed the inspection report of a third party, which enabled Oda to write a copy. I showed 100 issues of Chenzhou original special topics. This is writing a copy from the perspective of buying.

3. Feeling cheap instead of really cheap?

Why do you say that? Because the audience has a common sense, is it cheap? Good goods are not cheap. From this point of view, you can't set the price of your product too cheap. For example, if you set the retail price in 80 yuan to 65,438+000 yuan, you will only earn 20 yuan. Small profits but quick turnover is your thinking, but consumers may not feel cheap. For another example, Secret Ease costs 80 yuan and costs 300 yuan. But in copywriting, by shaping the added value of product functions, materials and brands, consumers feel that it is worthwhile to spend 500 yuan. At this time, the value of "feeling cheap" created by copywriting is reflected.