Are you not creative in writing selling points? What you thought of in 10 days, I can do it in 10 minutes using this method!

Ask you a question:

Suppose you are Xiao Wang now, working as a copywriter in a small company. Which of the following two sentences will make you crazier?

1. Xiao Wang, don’t leave until you get off work. Let’s have a meeting!

2. Xiao Wang, the selling point is not very creative, please change it again!

O(∩_∩)O Haha~, I know that any sentence can make people want to take action.

If you choose 1, you can close this article here.

If you choose 2, you have to read the following articles word by word. I will tell you a "secret weapon" to explore creativity. Let's give it a try first. I guarantee that after listening to it, you will It must be a worthwhile trip.

When you just heard this sentence, I guess your first feeling must be that you are confused!

Why?

You can say that my copywriting is not specific;

Or you can say that the users of my copywriting don’t believe it;

You actually told me? Create? meaning?

What does it mean to be creative?

There were ten thousand grass and mud horses galloping in my heart, and I wanted to reply to him: "Sister, write something creative and show it to me."

Tell me why you are going crazy?

Actually, I understand you. Creativity is something that cannot be written as soon as you say it. It cannot be touched or seen, and there are no standards for measurement. How to write it?

Besides, the most important thing is inspiration, and this thing is even more mysterious.

Yes!

So what makes you crazy is: you don’t know how to modify it at all, or in what direction.

Okay, calm down first.

Next, let me ask you the second question:

What exactly does your boss mean by creativity?

It probably contains two meanings. Let me break it down for you:

1. It sounds very novel.

2. It sounds very agreeable.

Why novelty?

It is easy for others to remember you, and you can seize the user's mind in the shortest possible time.

Otherwise, you can only continue to invest in high-cost promotion and constantly repeat your selling points to make users remember the product.

Considering the cost, this is something that any small company owner does not want to see.

Why should we agree?

Recognition means being persuaded and trusted. If the selling point is not recognized by the user, will he buy your product? No matter how beautiful the words in the copy are, it’s all nonsense!

Finally, let me ask you the third question:

If you were the boss, would you like to make your selling points sound more creative?

O(∩_∩)O haha~, so don’t go crazy, what you have to do is, calm down and think about it, how do other people write creative copy?

Could it be that they are all fighting for inspiration and character?

Not entirely true, why?

In my opinion, writing a good creative selling point copy consists of two parts:

Idea inspiration

Ideas are the "basic ingredients", and then blindly add " "Inspiration" to season, creative "meal" can finally be cooked.

But you just complained about the lack of seasoning. In fact, in the end, you didn’t even have the ingredients to cook.

As I said before, inspiration is too mysterious, so I won’t go into it here. The most important thing is, I don’t know how to explain it.

Today I want to focus on talking to you about the "basic ingredients" for cooking a creative meal - ideas.

It doesn’t matter if you have a direction, it doesn’t matter if you go slower, but if you don’t have a direction, you’ll end up bumping into each other.

The same is true for writing creative selling point copy. So how can we find this direction that leads to the "creative palace"?

It’s very simple, just one question and it’s all done. Yes, you heard it right, just one question.

What question?

Take notes and write it down:

Why do you say... (the selling point is established)? What's the basis?

(ps: It is recommended to repeat the above sentence pattern 5 times)

How to use it?

Write down the most straightforward selling point first, and then ask yourself questions repeatedly until you get a relatively creative answer.

According to my experience, it usually takes at most 3 questions to "find out" the most creative expression.

It’s okay if you don’t understand, don’t worry, I will use examples below to help you master this “secret weapon” for finding ideas in the shortest possible time.

When you see this selling point, you should think like this:

1. Express the selling point straightforwardly?

Very simple: The beef is very fresh!

2. First time asking: Why do you say beef is fresh? What's the basis?

Answer: Because they are all killed immediately.

3. Second question: Why do you say he was killed immediately? What's the basis?

Answer: Because the cow was still alive a few hours ago.

4. The third question: Why do you say the cow was still alive a few hours ago? What's the basis?

Answer: Because 12 hours ago, the cows were still grazing on the farm, and I have a video to prove it.

At this point, after asking three questions, your selling point has basically taken shape in terms of creative mining.

Next, you just need to organize the last answer with concise copywriting, and express it in a creative selling point:

When you see this selling point, you should do this Think about:

1. Express the selling point directly

Very simple: The wok is made of high-end material!

2. First time asking: Why do you say the wok material is high-end? What's the basis?

Answer: Because the titanium alloy material is higher-end

3. Second question: Why do you say titanium alloy material is higher-end? What's the basis?

Answer: Because titanium alloy materials are resistant to high temperatures, corrosion resistance and high strength.

4. The third question: Why do we say that titanium alloy materials are resistant to high temperatures, corrosion resistant and have high strength? What's the basis?

Answer: Because it is an aerospace material, titanium alloy is used in aircraft engines.

It’s almost interesting here. Let’s use our inspiration to organize the text:

When you see this selling point, you should think like this:

1. Express the selling point directly

Very simple: The course is very good!

2. First time asking: Why do you say the course is good? What's the basis?

Answer: Because many people’s feedback is very good

3. Second question: Why do you say many people’s feedback is very good? What's the basis?

Answer: Because many students have reported that they have learned it over and over again many times.

This is a very good point. There is no need to ask a third time. The material for organizing copywriting is now available:

Have you learned it?

Let me show you two famous foreign creative selling point posters. In fact, the planning ideas behind them are based on this thinking model, but inspiration really plays a big role here.

Product: FedEx

Selling point: Fast

Here is a simple breakdown using the above thinking logic:

1) Direct Bai’s expression of selling point

Answer: FedEx is fast

2) First time question: Why do you say FedEx is fast? What's the basis?

Answer: Because the two places are far apart, it can be delivered quickly

3) Second question: Why do you say that the two places are far apart and can be delivered quickly? Da? What's the basis?

Answer: Because I have a photo voucher! (Visualize the selling point to make it easier for users to perceive)

Next, the author will think about how to show that the distance is far away, but the package arrives quickly?

Of course, the fastest delivery method is face-to-face, but the distance between face-to-face is too close. Next, we need to consider how to increase the sensory distance between face-to-face.

Map, the author cleverly used dotted pictures as the background for face-to-face express delivery, perfect!

ps: O(∩_∩)O haha~, I don’t think I have reached such a height, but I know what direction I should work towards, what about you?

Sometimes inspiration really comes from clear ideas.

When you have ideas, inspiration comes naturally. Inspiration without ideas is like a blind cat encountering a dead mouse.

Product: Lollipops

Selling point: Sugar-free

Let me break down the same idea:

1) Straightforward Express selling point

Answer: Lollipops are sugar-free

2) First question: Why do you say lollipops are sugar-free? What's the basis?

Answer: Because they are different from candy canes.

3) Second question: Why do you say candy canes are different? What's the basis?

Answer: Because I have a photo voucher! (Visualize the selling points to make it easier for users to perceive)

The next step is to find inspiration, but at least the direction is clear (this is very important), just think about it:

What would a candy bar look like?

This varies from person to person. Everyone has different ideas and inspirations, and the final results they come up with are also very different. But it’s much better than thinking without direction.

What the author thinks of is that if there is sugar, it will attract ants, which is great. If you think of this, the following will be simple.

Creativity requires not only inspiration, but also a clear thinking logic, both of which are indispensable.

Inspiration needs to be cultivated slowly, and it is unlikely that it will improve a lot in a short time.

But after reading today’s article, you will learn the logic of thinking immediately. Remember He Yang’s words. Every time you plan your creative selling point copy, ask yourself:

Why do you believe...? What's the basis?

Soon, you will find that inspiration flows out automatically like spring water.

Because, clear thinking logic opens the rotating valve of inspiration in your mind!

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