How to make the copywriting directly poke the pain point?

In the circle of friends on WeChat, we often see such a copy: "Golden Monkey welcomes the Spring, in order to give back to the support of new and old customers, our company decided to launch a big promotion campaign for X, X Aksu rock candy apples, with the original price of 138 yuan /20 kg apples. Now the special price is only 98 yuan. During the activity, we said the important things three times! Opportunity is rare, don't miss it! After the event, restore the original price! The deadline for this activity is 65438+1October 3 1! "

We can see this kind of copy almost every day. After many people watched it, the metropolis did two actions: 1. Selective neglect, 2. Just hack it! If you write this copy, you may wonder: Why is my product always ignored when it is obviously good? Why do I write these copywriters with great care, but the turnover rate is always low? Why do I read many copywriting articles, but the copywriting is always unsatisfactory?

The answer is: you don't have the skills to write a copy, which not only makes customers lose any interest after reading your copy, but also makes them feel harassed, let alone make a deal with you!

In fact, there is a set of scientific methods and fixed routines for writing copywriting. If you learn these methods and routines, it will not only help you improve your writing efficiency quickly, but also make your copy point to people's hearts and help you close the deal quickly. Today, I will share this scientific method with you:

Regarding the copy, I can share it with you in two parts, namely:

1. How to write a long copy?

2. How to write an essay?

1. How to write a long copy?

A long copy is composed of "title+content", in which the title plays a decisive role! According to statistics, 90% of the opening rate of an article is determined by the title of the article. Because a good title can attract users' attention and arouse people's reading interest, it is very important for an article. There are four tips for writing headlines. If you use them well, you can double your reading.

Three skills for writing headlines:

1.？ Multipurpose number

2.？ Create contrast

3.？ Use offensive language

As explained in detail in the book "The Truth of Buying" written by Dan Hill, there is an organization called hippocampus in our brain, which is the information filter of the brain. When we face a huge amount of information every day, it will first filter the information. If you can use the above four skills in the title of the article, you can successfully avoid this screening and let your information enter people's brains smoothly.

? 1. Use more numbers.

Numbers can make people feel the information quantitatively for the first time, which will make the brain concentrate and let the information escape the information filter successfully. For example, if you say "recruiting well-paid employees", it is better to say "recruiting employees with a monthly salary of10.5 million yuan"; When you say "from a fat woman to a slim woman", you might as well say "from 130 kg to 80 kg". This is the magic of numbers. You can look at the following headlines, which we often see at ordinary times:

"It's best not to buy these six dishes again! Be sure to tell the people who buy food at home! " 6 kinds of dishes

"Smart use of 5 square meters kitchen, 10 wonderful small objects recommended" 5 square meters, 10.

"Every girl must have a little black dress! There is always one of your 50 most beautiful little black dresses! Article 50

12 details make you more feminine! Beautiful and charming! " 12

699 yuan can buy a 2000 yuan mobile phone, but it can be more luxurious! "699 yuan, 2000 yuan.

"After reading this year's 7 major black technologies for 30 seconds!" 30 seconds, 7 black technologies "

20 15, the hottest 10 item, how many did you grab? "20 15, 10.

"Why is your monthly salary never broken? 20 16 required 10 high-paying industry "20 16, 10"

Want a raise: 3 bad reasons, 5 wise steps, 3, 5

"Mixed workplace, we must understand these 20 human nature! Article 20

This tells us that using more numbers in the topic can successfully escape the screening of the brain information filter (hippocampus) and make our information easily enter the human brain.

Manufacturing contrast

Our brains, because they are exposed to too much information every day, are naturally not interested in bland information, but only interested in contrasting information. Therefore, when making headlines, we must understand this and try to make some contrasting headlines, so as to escape the screening of "hippocampus" and enter the brain. For example, the following title:

"The shortest companionship is the confession of the longest love" is short-lived, long-lasting and comparative!

"Crown Princess" is very LOW? That's because you don't understand how fashionable it is! "Low, fashion, contrast!

In fact, North Korea is the safest country in the world! "North Korea, safe? Contrast!

He was once the most popular actor in Hollywood, but at the age of 60, he was down and out! Live on relief! "Popular male star, down and out, living on relief! Contrast!

"She earns10 million a year by picking leaves, but this is not a legend of one person." Pick leaves, earn10 million a year, compare!

You have studied English for 12 years, but you can't speak 1 sentence when you travel abroad! "Contrast!

"Fast broadcast lawyer won, lost! Angry defense hurt Xin Wang! " Win and lose. Contrast!

10 reasons why Mi Yue is not suitable for mixing IT circles Mi Yue? It circles? Contrast!

How did he advertise on Nasdaq without spending a penny? "Don't spend a penny, Nasdaq advertising, comparison!

Although these are eight rude words, they are quite right! Business people must watch it! "Swear, right? Contrast!

The first impression of "swearing" is that dirty, vulgar and high-quality people don't like swearing, but in the title of this article, swearing is right, which obviously goes against our common sense. This contrast will immediately attract the attention of the brain, so this tells us: if you want to attract the attention of consumers, you should try to create a contrast in the title!

3. Use words with hurtful attributes

Man evolved from primitive society. In primitive society, people often had to avoid all kinds of wild animals and natural disasters. It can be said that in that era, if people want to survive, they should try to avoid being "hurt". This has caused the human brain to be particularly sensitive to the words related to "injury". Once you see these words, you will be alert and respond immediately. When we give titles to articles, we should also learn to use this feature of the brain and use some words with hurtful attributes to attract the attention of the brain. For example, you must often see the following headlines:

"20 16, the biggest risk is not real estate! "Five minefields" are fatal! " The biggest risk, minefield, fatal.

"It is more lethal than fuse! Five categories of people are the most injured (the root cause of China's economic downturn has been found). Lethal power is the most hurt and depressed.

"Who said that pregnancy does not need skin care-pregnancy does not need skin care and aging 13 years!" age

"The Spring Festival blind date, without these eight products, you will lose! There is no doubt that you will lose.

"I accidentally stayed up late? 4 strokes to save the skin quickly, do not stay up late and need to be saved, indicating that you are in deep danger!

10 underwear that must be thrown away immediately, or you will get breast cancer! "Breast cancer!

20 16, if you don't understand these 8 tricks, bankruptcy is waiting for you there! "Bankruptcy!

"So this is the biggest enemy of female dysmenorrhea! Dedicated to every woman with dysmenorrhea! " Enemy!

CCTV 3 15 exposed the spot silver investment trap, cherish life and stay away from precious metals!

Trapped in the quagmire of homogenization? How to break the domestic mobile phone? "Deep in the mire!

This tells us that using more words with the attribute of "injury" in titles can effectively alert the brain and make people involuntarily enter and read. Therefore, you must make more use of this point when writing the title of an article, which can greatly improve the opening rate of your article.

Content: Content is telling stories.

It is our human nature to like listening to stories. Since childhood, we like to listen to adults telling us stories. When we grow up, we like reading novels, watching TV plays and watching movies. In fact, these are all listening to people telling us stories. In short, human beings are a species that likes to listen to stories.

A good story mainly consists of the following three elements, which are:

1. Big bad guy?

2. Emotion?

3. Details

1.？ Big bad guy: You or your product play the role of a good person. The big bad guys can be: competitors' products, unreasonable social situation, difficulties, problems, hidden rules of the industry and so on.

2.？ Emotion: Use emotion to help people express what they want to say.

3.？ Depicting details: Use people's five senses, that is, "vision, hearing, touch, taste and smell" to depict details, which makes people feel immersive.

Here we focus on the third point, how to use the five senses to describe the details. Let me give you an example. It is also a description of honey. There are two kinds of copywriting:

1. High quality honey, a bottle of special price in 98 yuan.

2. Fresh honey brewed for more than 30 days is rich in 180 kinds of effective components, and its nutrition is 8- 10 times higher than that of ordinary honey. You can smell it. It's full of fragrance. When you gently scoop a spoonful into your mouth, you will feel a strong sweetness, which will slowly flow along your mouth to your stomach, giving you a feeling of happiness and sweetness.

I think, after reading it, everyone will feel that the second description is more eager to buy. Why? It is because it uses people's five senses to describe details, which makes people feel immersive.

A good story can help you build a brand quickly and spread it quickly. For example, Master Xi's soft article "Why did I quit my job to sell Chinese hamburger?" You can search it if you are interested. It can be said that it is with this successful soft story that Meng Bing and his "West Young Master Chinese Bun" became popular overnight. Let's look back again. This story, as I said earlier, has three elements of a good story:

1.？ Big bad guy: Beijing's high housing prices, the gap between ideal and reality, and the ruthless abandonment of his girlfriend.

2.？ Feelings: high housing prices and hard work have expressed many voices of drifting north.

3.？ Details: Learn the "God of Sushi" and pursue the ultimate. In order to develop meat buns, 5000 Jin of flour and 2000 Jin of meat were used.

Some people may think that storytelling is the business of big brands, and I don't need to tell any stories as a small brand, and there is nothing to tell. This is actually a misunderstanding. I told my own experience: I once went to Guangzhou to eat roast goose. This restaurant is small, but it is crowded. I happened to meet their boss. He told me, "You know what, sir?" There are only two kinds of animals in this world that won't get cancer! One is a whale and the other is a goose! Eat more geese, not cancer! "Just a few simple words, I will remember, not only do I often eat, I also take my friends to eat!

So this tells us that telling brand stories is not unique to large enterprises, and small enterprises can also tell their own short stories. The better your brand story is told, the more helpful it will be to your business!

2. How to write an essay?

"cognition-emotion-desire" chain

Our brain's cognition of a thing is regular. If you can write a copy according to the cognitive rules of the brain, then the copy you write is not only easy for consumers to accept, but also can cause consumers' emotional buzz, and then make a purchase decision. Let's teach you an effective way to write a short essay: "cognition-emotion-desire" chain. We usually see a lot of advertising copy, are written according to this structure, such as:

1.？ New cover middle cover:

People are prone to calcium deficiency when they get old (cognition)

It used to be troublesome to take calcium supplements three times a day. (emotion)

Now there is a new cover, the high calcium tablets in the middle cover, one is the first five tablets, convenient! (emotion)

Look at me, it's not difficult to go up to the fifth floor in one breath! (desire)

High calcium tablets, fruity, one tablet a day, with good effect and affordable price! (desire)

2.？ Yunnan Baiyao toothpaste:

When people reach middle age, fame and fortune are underestimated and health is valued (cognition).

Choose a good toothpaste and add a health guarantee (emotion) to yourself.

If you want oral health, use Yunnan Baiyao toothpaste (desire).

3. Didi taxi:

If you can't be a superhero (cognition)

At least be your own hero (emotion)

You go all out and sit better today (eager)

If life is hard (cognition)

At least dreams are awesome (emotional)

You go all out and sit better today (eager)

I use Steven's product in the group-Indonesia pure bird's nest as an example. Suppose he can't write a copy, he can only buy bird's nest by weight, such as "the best Indonesian bird's nest, one gram of 50 yuan on sale! I want to buy it as soon as possible! " However, if you know how to use the method of "cognition-emotion-desire", your copy can be written like this:

Life is like a football match, (cognition)

The key to victory is actually in the second half! (cognition)

In the first half, education, position and wealth rose.

In the second half of the year, we decreased according to weight, blood sugar and cholesterol.

The person you love most deserves the best nest, including yourself.

Indonesia pure bird's nest, let you win the rest of your life! (desire)

As you can see, this is the same product. As long as you change a different copy, your product will look tall immediately. A good copy can not only arouse consumers' emotions, but also arouse consumers' desire to buy and greatly improve the transaction rate of products. This is the strength of the copy writing method of cognitive-emotional-desire chain.

Let's talk so much first. If you think it is good, you can like it. If you like 100, I will update it. You can also click on my avatar to follow me. I am Mr. Lan Hai, a columnist of Sales and Marketing magazine. I hope my answer will be helpful to you.