Why do the copywriting of "Where Are We Going, Dad" and "Dear Inn" hit people's hearts?

The cute kids in "Where Are We Going, Dad" captured many aunt fans, and "Dear Inn" also triggered a small wave of Lugu Lake tourism craze. The copywriting of these two programs can always hit people's hearts. Everyone said - it's so healing!

Let’s take a look at some posters for these two shows:

"Where Are We Going, Dad 5":

"Softness is more powerful than hardness."

"Focus, I will protect your dreams."

"Giving is more joyful than receiving."

"Dear Inn":

"The hate I couldn't get rid of in the past, the yearning I can't stop in the future."

"It doesn't matter where you go/what you do. As long as it's with you."

" Do you like dogs? ""What kind of dog?" "Single, like me."

Then, the writing of "Where Are We Going, Dad" and "Dear Inn" can always hit people's hearts. , how did they do it?

1. Gain insight into what users “lack”.

80% of the main audience for these two programs are women (data comes from micro index), and they have greater emotional needs. The family affection conveyed by "Where Are We Going, Dad" and the love, family affection and friendship conveyed by "Dear Inn" all meet the emotional needs of users.

2. Trigger what users “yearn for”.

Whether it is the copywriting of "Where Are We Going, Dad" or the poster of "Dear Inn", they are all healing. The picture depicted is warm and beautiful, which is exactly what users yearn for.

Perhaps there are many imperfections in our family. When we see Jordan Chan "yelling" to Jasper from the beginning to "coaxing" him later, coupled with the copywriting of "softness is stronger than hardness", we are inevitably moved.

Perhaps we all yearn for beautiful and pure love. When we see the noisy but inseparable relationship between Kan Qingzi and Ji Chenxi, coupled with the copywriting of "Where we go/what we do, it doesn't matter. As long as it's with you", we are naturally easily touched.

In general, the reason why the copywriting of "Where Are We Going, Dad" and "Dear Inn" is healing is because they have done: ① Insight into what users "lack"; ② Trigger what users "yearn for" .

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Answer: Cai Feixia, how much do you know about copywriting routines? I invite you to follow the WeChat official account ：Marketing flights