What is a distracted copy and how to write it?

A copy that can be remembered and is willing to spread is usually called an adhesive copy. Also called stickiness. Such copywriting is often very similar to rumors.

So, how to 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 ideas more sticky. They are:

1, simple: refining core information

2. Accident: Attract and keep attention.

3. Concrete: Help people understand memory.

4. Credibility: People want to believe.

5. Emotion: People care.

6. Story: Inspire people to act.

1, simple: refining core information

Look at these two sentences first:

A, it's useless to indoctrinate a retired dog with revolutionary actions.

An old dog can't learn new tricks

Which sentence do you think is easier for you to remember? It's obviously B.

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

A successful defense lawyer pointed out: "Defending from the angle of 10, 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 Professor Li said, the first step of the strategy is to give up. How to abandon 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 chestnuts for 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 you can only do one thing, it is-,if you can only complete one job, it is-,and so on. And you can quickly screw out the core information.

Of course, after extracting the core information, we still have to share it.

Here is a case. As a local newspaper, most newspapers emphasize localization, but there are few very successful cases. Dunn Daily in Dunn Town, North Carolina, USA, pays attention to local news, and its coverage rate in local cities is 65,438+065,438+02%, ranking the highest in the local share of American newspapers.

Like other local newspapers, Adams, the founder of Dunn Daily, emphasized focusing on the operational core of local news, but he deliberately extracted a sentence "name, name, or name".

He said, "If the reporter can collect more names, he will hire more compositors." "The mayor and the mayor of new york have the same influence on the residents of the town." For him, "name" is more important than cost and everything. 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, once again emphasize: simplicity = exquisiteness+core. If it is to be better implemented, it needs to be continuously shared and strengthened, such as Adams' practice.

2. Accident: Attract and keep attention.

In the era of excessive attention, it is more and more difficult to attract attention. The most basic method is to break the routine. Speaking of accidents, I will especially think of a public welfare film shown in a cinema in Hong Kong: in the cinema, the audience are all sitting. According to the usual practice, advertisements will be played before the film is shown, and the lens perspective is a driver's perspective, which is always on. 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 advertisement had an 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.

The audience must have thought it was an advertisement for a car at first, but the concept of "don't use a mobile phone when driving" must have been deeply echoed in the brain for a long time after reading the short message on the mobile phone and then looking up at the sudden car accident on the screen.

"Unexpected things are often sticky, because surprises make us concentrate on thinking. Surprise enables us to explore the reasons behind the incident, imagine other possibilities, and try to avoid similar things in the future. "

So what would be surprising? Surprising? 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 is this not the case now? )

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

3. Concrete: Help people understand memory.

Please answer each of the following sentences in 5- 10 seconds. Don't worry. When you switch from one sentence to the next, you will find that whenever you think of different things, you will feel different:

* Think about the capital city of Guangdong;

* Think about 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, used 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 sport unless you live in Guangzhou. On the contrary, the picture of Mona Lisa evokes the visual image of the famous mysterious smile. When you think of the house where you lived the longest as a child, it evokes a series of memories: smells, sounds and images. You may even recall the road you trotted and the place where your parents once sat, but the definition of "truth" is more difficult to recall. The definition of watermelon will definitely 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 lot of small rings in our brains. The more hooks there are in an opinion, the easier it is to stick to memory. The so-called shackle 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, making his operation strategy more memorable.

So you will know why most successful advertisements use specific points to help the audience remember. For example, Uber uses a series of concrete stories to show his own interest. (In addition to the concrete, there are stories. For details about these stories, please see the next article. )

Such a copy is also like a hook, pulling out a memory picture with a sense of picture.

4. Credibility: People want to believe.

If it is a weight loss 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: external evidence (authority and anti-authority) and internal evidence (vivid details and statistics).

Here is a great story: edible cloth. 1993, mcdonough and German chemist michael brown Braungart wanted to create a set of production procedures for fabrics used in Steelcase brand advanced seats without toxic chemical raw materials. This is an impossible task for people in the industry. Dangerous chemicals are often used in textile industry, and most dyes contain toxic substances. The result was rejected by more than 60 chemical manufacturers, and the expression could not be realized. Only one pharmaceutical company said there was no problem. They studied 8000 kinds of chemicals and used a set of safety standards to detect each chemical. As a result, 7962 chemicals failed to meet the standards, leaving only 38-according to mcdonough's statement, these 38 substances are really "safe to eat".

Unexpectedly, they only use these 38 chemicals to make all textiles. When the government sent someone to test whether the discharged wastewater was up to standard, mcdonough said, "The inspector thought there was something wrong with the detector, and then he checked the tap water coming in and found that the cloth further purified and filtered the water in the production process."

It is found that there are credible internal evidence (authoritative inspector, authoritative mcdonough and German chemist michael brown Gart) and external evidence (details of "safe enough to eat", statistical data of 38 chemicals selected from 8,000 kinds).

Speaking of this, you will definitely say: Yes, what is the anti-authority in the internal reference? Anti-authority, of course, does not use the image of authority, but uses similar real stories to illustrate it, just like the buyer show.

As for credibility, it is actually very similar to the part that proves the benefits in Sales Brain: buyer show (external evidence), display effect (internal evidence), display data (internal evidence) and display vision (internal evidence).

5. Emotion: People care.

Mother Teresa once said, "if I see a group of people, I will never take action;" If I see someone, 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, which read as follows:

Version a:

:: Food shortages in Malawi affect more than 3 million children;

:: Since 2000, the severe drought in Zambia has led to a 42% decline in corn production. 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.

The results show that the average donation of Reading Edition A is $65,438 +0. 14, while the average donation of Reading Edition B is $2.38, which is more than doubled. After further experiments, the researchers found that when people enter analytical thinking, they are unlikely to be emotional, but when people think with emotions, they are more likely to be moved and cared for.

Remember that half bottle of public water? Now you must know why you put a specific picture of the child on it, right?

Regarding the word "emotion", in fact, I personally understand that "emotion" is what kind of emotion others want to arouse, similar to Rokia's story, where a child's photo is packed on a half bottle of water, and the emotions to arouse are all sympathetic emotions. Wang Laoji's "fear of getting angry and drinking Wang Laoji" takes advantage of people's fear.

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

If you can follow this simple plan, you can stay away from the trouble of money.

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

* The secret of rapid promotion, to help you step by step.

* Retire at 55.

Almost every article has its own interest, which makes people have to care about it and reminds people of being a better person.

Of course, sometimes personal interests are not necessarily universal, such as morality and politics, so this will not be carried out for the time being.

6. Story: Inspire people to act.

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

Perhaps, 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 types of self-breakthrough, such as the story of a sparrow turning into a phoenix, turning defeat into victory, and being physically disabled and determined, which is mainly used to motivate people to accept more challenges.

Contact plot: For example, a diaosi meets a beautiful woman, and a bottle of coke connects them; Often talk about social relations;

Create a plot: similar to an apple hitting Newton, it inspires the law of gravity and generally solves people's long-standing myths, or solves problems by breaking common sense and innovation.

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

The biggest function of a story is to simulate and inspire. For example, A is a professional and B is an amateur. A showed B the principle of using his professional tools, and B must be intimidated. At this moment, if A explains it with 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.

Actually, 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, equipment, loyalty, emotion and events. Stories are always specific, and most stories also have "emotional" and "unexpected" factors. The key point is that if you want to convey the story effectively, you must guarantee a premise, that is, simplicity, and ensure that the story reflects your core message. You must have heard the story of stealing kidneys. Do you think this story fits the above six points?

Ye Xiaoyu, author of New Media Copywriting and Communication, official account of WeChat: Ye Xiaoyu Run Run (talkto520).