After reading this book, you can also write copy worth millions

Have you ever experienced such a dark moment: In order to write a copy, you searched high and low, forgetting to eat and sleep, but still got nothing, and you were frustrated and collapsed. What's even more tragic is that no one cares about your efforts. Your readers are not waiting eagerly for your copy. In fact, they prefer not to read the copy. On the subway, they would rather lower their heads to scroll through Weibo than look up at your ads; they would throw the ads in their mailbox into the trash can before they even read them. Do the above embarrassing situations mean that copywriting has no effect at all? Absolutely not the case. It just means your copy isn’t written well.

? Writing copy is like convincing readers to cross a bridge. One end of the bridge is the person who is going to read your copy, and the other end is you and the thing you want to sell (which may be a physical object or an idea). Your job is to get readers to cross the bridge and try out the items you’re selling. How can you write good copy that convinces your readers to take action? The book "Sales Brain Science" can help you open the door to copywriting and guide you further and further.

? "Sales Brain Science" is very different from previous copywriting books. Traditional copywriting books tell you to write about three features of your product, and you can’t write more. You feel very confused about why? Wouldn't it be better to write more? Let customers understand the product in depth! The book "Sales Brain Science" tells you why you should do what you do from the operating mechanism of the human brain, and teaches you how to persuade your customers efficiently from the underlying logic of things.

The author of the book "Sales Brain Science" is a famous American marketing expert.

The first author, Christopher Morin, is a teacher at Fielding Graduate University, where he teaches media neuroscience. As the founder of "Sales Brain Company", he focuses on research on the impact of advertising on the brain.

?The second author, Patrick Renvac, is a compound sales expert who teaches new messaging strategies based on brain science and has helped hundreds of companies and thousands of professionals achieve billions of dollars. transaction.

? ? 1. Our brain

Our brain is divided into two parts: the primitive brain and the rational brain. Persuasion is a dynamic process. It first generates a reaction in the primitive brain and then stimulates the rational brain. It is a bottom-up process. It is the primitive brain that dominates the persuasion process and influences purchasing decisions, so what we have to do is to hold on to the primitive brain.

? Our brains are divided into primitive brain and rational brain

The primitive brain is responsible for managing the body’s key internal states, controlling attention and emotions, and solving priority problems related to survival. operates subconsciously. It is a basic set of equipment that controls the input and output of the brain. He is an arrogant big baby, he is self-centered, energy-saving, emotional, and advocates visualization.

? 2. Use 6 types of persuasion to stimulate the primitive brain and write good copy

The book "Sales Brain Science" proposes 6 types of stimulation to influence the above characteristics of the primitive brain. and the primitive brain that persuades us.

1. Personal. Since the primitive brain is driven by the survival instinct, human beings are self-centered in most situations, and the first thing they pay attention to is usually things that affect themselves. Therefore, what we have to do when writing copywriting is to pay attention to and understand our customers. Stephen Covey mentioned in his best-selling book The Seven Habits of Highly Effective People that if you want to communicate effectively, you should first strive to understand others, and then seek to be understood by others.

If you don’t understand your readers’ pain points and don’t put readers at the center of your narrative, you won’t be able to grab your customers’ attention, and your copy will lose its effectiveness in the first place. Pay close attention to the customer's pain points, use the customer's desire to solve their own pain to write a good title, grab the reader's attention, and use the reader as the center of the narrative to keep the reader interested in reading. Here are two pieces of copywriting for you to compare:

1. Members of Flex Gym can use a variety of fitness equipment, including treadmills, steppers and freely adjustable weight equipment.

Regular use of the gym can bring many health benefits, including improved body shape and weight loss, often within weeks.

2. From the moment you join our gym, you can use all our fitness equipment, from treadmills and steppers to freely adjustable weight equipment. Visit our gym regularly and within a few weeks you'll be more toned, slimmer and healthier.

The literal meaning of the above two copywritings is exactly the same, but the second copywriting narrates the problem from the customer's point of view, and the customers have the feeling of being there. Is this kind of copywriting more likely to impress customers?

2. Contrast. The primary advantage of the primitive brain is speeding up decision-making, which we can do quickly when there are only a few options. Freud has a famous saying: "The brain allows us to only get strong pleasure from contrast, but very little pleasure from the thing itself." Through the strategy of contrast stimulation, we can help clients make simple, clear choices . In copywriting, find the significant advantages of your product and compare them with competitors' solutions, which can better help customers make decisions.

AppleWatch’s copywriting: The future, one step closer, directly distinguishes it from traditional watches.

3. Feelable. Primitive brains like speed and simplicity, the ease of not expending cognitive energy. If you want to make things feel perceptible, you should avoid using too much mental energy on the audience when providing information.

Use familiar terms, patterns, and situations to explain your product, and use analogies and metaphors to describe things. The more real it feels to customers, the easier it is for customers to understand.

For example, this is the brand slogan of the Pedigree Dentastix series of dog health products owned by Mars: You brush your teeth, and your dog chews them. The brand's tagline draws an analogy between dogs and their owners, suggesting the product is a "dog's toothbrush."

Let’s take a look at the slogan of Castrol GTX engine lubricant: the smooth lubricating mechanic. This subtle metaphor connects ordinary engine oil with complex professional skills. Motorists may have a hard time picturing how motor oil lubricates their car's engine, but they can certainly picture a thoughtful mechanic patiently tuning the engine. This metaphor transforms something incomprehensible and abstract into something concrete and visible.

4. Easy to remember. The U-shaped curve of memory tells us that the impact of information on our short-term memory can be roughly represented by a U-shaped curve. The first secret love in life is unforgettable, the last lover will never be forgotten, and those youthful throbs in the middle are gradually forgotten as the years go by. We tend to remember the first and last events but forget the events in between. This is also the famous primacy effect and recency effect. In most cases, people will only pay attention to the content they saw for the first time, the last time they saw it, and what they are watching now.

Therefore, the beginning and end of the copy are very important, second only to the title. Telling a story is a good way to start. For example, the advertisement for Yida chewing gum. The opening chapter features a close-up of Yida chewing gum. In the middle, Peng Yuyan and Gui Lunmei are ambiguous and reluctant to leave. In the end, "Your Yida is full too." This chewing gum is firmly remembered by everyone.

5. Visible. Nearly 30% of the neurons in the brain are visual neurons. The famous Colavitta Effect holds that vision dominates other sensory processing systems. Many studies show that it only takes 13 milliseconds to process an image, but it takes about 10 times longer to process a word. Therefore, the use of good layout, pictures, and colors in copywriting is crucial. For example, in an insurance advertisement, if only the text description is included, it would be more convincing to customers than adding the picture below.

6. Emotions. Emotion is called the glue of information. Without emotion, no matter what you say, show or present, it will not be remembered. In the book "Sales Brain Science", emotions are divided into 2 categories and 8 types. They are avoidance emotions: anger, disgust, sadness, and fear; approach emotions: surprise, trust, happiness, and anticipation. The primitive brain notices negative events first, not positive ones.

It is easier to convince customers by leveraging the power of fear of regret and expectation. So it’s important to demonstrate customer benefits in copywriting.

The book "Sales Brain Science" points out that we can dispel customer concerns and describe customers' concerns through social evidence, observational evidence, analytical evidence, and motivational evidence from three aspects: economic value, strategic value, and personal value. Out of admiration.

For example, the following advertisement for Whiskas cat food owned by Mars Group: eight out of ten cat owners said that their pet cats prefer it. This advertisement uses social evidence and analytical evidence to persuade cat owners to buy cat food.

"Sales Brain Science" integrates these 6 types of stimuli to summarize a persuasion path, and proposes three key stages of the persuasion path, which all contribute to improving persuasion: The first stage It is to grab the brain's attention (visible and personal), the second stage is to make people convinced (feelable and easy to remember), and the third stage is to end the persuasion process (contrast and emotion).

So, how to integrate these 6 persuasive stimuli to persuade the primitive brain and write excellent copy?

The first step is to analyze customers and determine their rigid needs and pain points;

The second step is to understand the product and find out its uniqueness;

The third step is to convert uniqueness into consumer benefits;

The fourth step is to write an eye-catching title to grab the customer's attention, and use a beautiful beginning to give customers the motivation to read on; display The features of the product promote customers' understanding and memory of the product; show evidence of benefits to accelerate customer decision-making; use evidence to dispel customer concerns; and finally call on customers to take action.

Summary

The ancients said: Doing good is like ascending, doing evil is like falling. The uphill road is always the hardest. Learning any skill can never be smooth sailing, and a good approach will make things more effective with less effort. The book "Sales Brain Science" also talks about many practical methods. These methods are very effective for copywriting and can help us better convince customers.

Finally, it is difficult to be afraid of difficulties. Let us act quickly and write copy worth millions!