All copywriting cannot escape these six doors

Why can’t I write a copy no matter how hard I try?

Let me give you an example. There is a dark room with six doors, and the rest are made of iron walls. If you are locked in a small dark room, the probability of you running away by running around is very small. The probability is the total area of ​​the six doors divided by the total surface area of ​​the small dark room.

If you know the directions of these six doors, then your chances of escaping are 100%, and the time is very fast.

In fact, a product is put directly into a dark room as soon as it comes off the assembly line. New product, no one knows about it. If you want your product to be discovered and even accepted by the public, you need to rely on copywriting to make it stand out from the public.

I have read a large number of copywriting cases and found that all copywriting cannot escape these six doors. Behind every door is a different communication route. But the end result is the same: you can sell your own products.

All copywriting cannot escape these six doors.

The first door

The interest gate points out the interests.

Putting interests first is the most rational purchasing behavior. You buy a product or service because it has utility. To put it bluntly, God has given me talents to be useful. When products come out of the factory, they contribute to human life. Once someone needs this benefit, it is easy for them to buy it.

But there is a realistic problem: consumers' awareness of new products is very low. The capabilities of a product need to be demonstrated through copywriting. Therefore, the most common and practical routine in writing copy is to point out the benefits.

What can your product bring to consumers, or how can it help? To give a simple example, a dishwasher can free consumers' hands, and a calendar note can help you record to avoid delays in work.

State the facts

Wanglaoji herbal tea contains a variety of pure natural herbs.

For consumers, features and benefits are not the same thing. You think herbal tea can reduce internal heat, and everyone on earth knows that. In fact, if you don't point it out, consumers may really not know. You need to convert the features into benefits and tell consumers directly, because consumers’ perceptions are slightly different.

Point out the benefits

If you are afraid of getting angry, drink Wanglaoji.

This classic copy has made Wanglaoji popular all over the country, and it is no exaggeration to say that it is worth 5 million.

Another example is a gaming mouse.

State the facts

This mouse has an ergonomic shape and palm-curved buttons.

Point out the benefits

Reduce hand fatigue caused by long-term gaming.

Let me give you a few more examples.

Dabao: If you want good skin, use Dabao morning and night.

Directly point out the benefits and make your skin better.

XO beer: makes you drunk faster.

Point out the benefits directly and get you drunk in minutes. It is especially suitable for people who want to get drunk.

As you learn to point out the benefits of your product, there is one more thing you need to pay special attention to. The benefits of the product must be focused, but not too large. The more specific it is, the easier it will be to feel the impact of the product.

The benefits are too great, such as making you happy.

Benefit focus, such as keeping your shirt wrinkle-free.

Take the sweeper as an example.

Smart scanning makes life easier.

The benefits are too great, life is easy, and the benefits of the products cannot be directly felt.

Free your hands to do more important things.

Focus on the benefits, free your hands, and no longer have to do the work of sweeping the floor.

The benefits of a product actually lie in satisfying the needs of consumers, but needs can be divided into active needs and passive needs. It’s very simple if you take the initiative to make demands. For example, if you are ready to buy an iron, all you have to do next is choose one. But it is usually passive demand, which means consumers do not have the initiative to do so. At this time, you need to stimulate user demand. The easiest way to stimulate demand is to ask questions and point out the trouble caused by the lack of a certain product.

The second door

Product door, packaging products.

The first P in the 4P marketing theory is product, and product is the core. Leo Burnett has also always emphasized the need to find the drama of the product, and Rosser Reeves has also put forward the unique selling proposition of the product. However, the product I am referring to here is the copywriting routine surrounding the product.

The purpose of copywriting is to package the product so that it can be sold better. Let me give you an example here. If you are going on a blind date, how would you package and sell yourself?

There are three ways.

First, find your own strengths. For example, you are loving, patient, and responsible, and you have a monthly salary of over ten thousand yuan and an apartment at home.

Second, package your appearance. For example, wear nice and clean clothes, or even put on beautiful makeup.

Third, give yourself confidence. For example, he walks very straight, speaks very fluently, and smiles very brightly.

By the same token, there are also three techniques for copywriting product packaging.

First, explore the highlights of the product.

If your product is endorsed by a celebrity, you can leverage the celebrity effect. For example, the white wine that Li Bai loved to drink, the headphones that Jay Chou wore, and the pancake that Sister Chang'e bit. On the one hand, it is the celebrity’s own attention, and on the other hand, it is the endorsement of the product, a kind of trust and recognition.

If your product has special technology, you can point it out directly.

For example.

Robust: 27 levels of purification.

M&M chocolate: only melts in your mouth, not in your hands.

This fully demonstrates the excellent chocolate rewarming technology. The melting point of chocolate is similar to the temperature of the mouth, and the temperature of the hands is lower, which reflects the craftsmanship and exquisite production of MM chocolate.

Sugar-free lollipops

If your product is very picky about raw materials, you can also do something about this.

For example.

Wangpin Formosa Steak: One cow only serves 6 people.

Great Wall Wine: A three-millimeter journey takes ten years for a good grape.

Nongfu Spring: We don’t produce water, we are just nature’s porters.

Second, package the product with copywriting.

Packaging copy is becoming more and more important and has become an indicator for consumers to buy. Coca-Cola was the first to use copywriting to package products, and captured the hearts of countless buyers with its lyrics bottle label bottles.

Soon, the beverage industry began writing copy on packaging.

Then, the alcohol couldn't sit still either.

Finally, even facial masks have started to play with packaging copywriting.

It turns out that this packaging copy is very effective and many consumers bought into it. Clothes make the man, and the same applies to products.

Third, give yourself confidence.

To put it simply, it is just bragging. But simply applauding is often unsatisfactory. You need a little humor to gild yourself in a roundabout way. If you can make consumers smile, they will be more likely to accept your products. I remember that there were a lot of taverns in "Water Margin", and each tavern claimed that its wine was the best in the world. The one that had the most profound impact on me was only one, and this is what he wrote.

The smell of wine makes you three-quarters drunk, and the fragrance spreads for ten miles after opening the jar.

This is a direct applause, but the technique is particularly interesting. There are many such boasts, the most famous of which is the copywriting of Camel cigarettes.

I will go a mile for a camel.

Luo Yonghao’s Hammer is also particularly good at this and is quite confident. Hammer's extremely narcissistic copywriting is also very popular among people.

The best mobile phone in Northeast China.

Too pretty to be talented.

There is also the most awesome copywriting among the people, the old lady’s fruit copywriting.

The copy that advertising master Ogilvy wrote for Rolls-Royce was also a roundabout way of praising itself. This is how he expressed how comfortable and quiet the interior of the car is.

At 60 mph, the loudest noise inside this latest Rolls-Royce comes from the electric clock.

Chivas is even more confident. Its copywriting is always telling you that I am the most awesome, the most noble and the most prestigious, bringing with it a natural sense of pride.

Chivas: I have to admit that life is really unfair.

Neil Frech's copywriting for Chivas also follows this pattern.

This is a Chivas Royale ad.

If you still need to see the bottle

Then you're clearly not in the right social circles.

If you still need to taste it

Then you don't have the experience to appreciate it.

If you still need to know its price

Turn the page, young man.

The Third Door

Behavior gate, implies behavior.

The topic of scenario-based copywriting is particularly popular nowadays, and there are two main reasons for this. First, consumers do not know under what circumstances to use the product, and second, consumers’ behavior is inert.

Then, the suggestive behavior of the copy also has two functions. Tell you when to use our product, and then give you hints to use it quickly. The originator of this suggestive behavior should be Melatonin.

I won’t accept any gifts this year, and if I do, it’ll be Melatonin.

We have always told consumers that Melatonin is for gifts. When you want to give a gift, Melatonin will be the first thing that comes to mind. The same is true for the golden wine that came later. When you want to give a gift, and when you are giving it to your elders, you will easily think of it.

Give elders golden wine.

Implying the usage behavior of the product is actually giving the product positioning. What are the benefits of positioning? It's like having a label, having segmentation. It allows customers to quickly find you among thousands of products, just like the book codes in a library.

For example.

Six Walnuts: Drink Six Walnuts when you use your brain.

Nutri-Express: Drink one cup in the morning to stay energetic all morning.

Haagen-Dazs: If you love her, take her to eat Haagen-Dazs.

Dongpeng Special Drink: When you are tired and sleepy, drink Dongpeng Special Drink.

Himalaya : When there is a traffic jam on the road, listen to Himalaya.

The most successful typical case is Yida. Chewing Wrigley's Cream after eating and drinking, this kind of copy has strong behavioral implications. This subtle effect allows the product to penetrate deep into the brain.

The fourth door

Emotional door, where emotions are placed.

Consumers are people first and consumers second. A copywriter who doesn’t play the emotional card is not a good copywriter. Products cannot be cold and indifferent. Just like what we learned in elementary school, we should put our emotions into things. Give the product some emotion and turn it into a warm person.

Lonely people need to eat.

How many people were moved by this copy and ate takeout until their eyes were blurry. Copywriters writing about food are very good at playing the emotional card.

Only love and food cannot be wasted.

In my opinion, there are two main benefits to playing the emotional card. First, it can avoid the disadvantages of the product. Even if the product itself does not have any special highlights, it can still make a comeback emotionally. Second, it is easier to impress consumers.

For small and light products, emotional appeals can be prioritized, and there is no such thing as too much emotional content. I will choose a drink in a beautiful bottle from the freezer, and I will fall in love with Marlboro cigarettes because of the phrase "gentle as the day in May", or I may become obsessed with a wooden comb because "every time I comb my hair is a longing".

This is a product thinking process.

However, this is not absolute. Real estate is an exception. The copywriting written by Vanke in recent years is very sentimental, and many people love those copywritings, including me.

No matter how precious a tree is, it is not as good as the one in your memory.

The warmest light must be on the way home.

Didi’s slogan “Open the car door and you’re home” instantly brought it closer to consumers. Red Star Erguotou also became very popular because of its affectionate and righteous copywriting.

Drink up all the hard-to-express food in one gulp.

The Fifth Door

Value gate, advocating value.

Copywriting without values ​​is not good copywriting. I think the so-called value proposition is to put forward a point of view. Consumers will recognize your three views, think that what you say makes sense, and then recognize your products.

There is a difference between value proposition and sales proposition. One revolves around the product, and the other is outside the product. One emphasizes interests, the other emphasizes faith, and the other may be more about sharing the principles of being a human being, doing things, and living. We have to admit that people's material needs have decreased, while their spiritual needs are increasing.

Maybe if you say one thing right, people will love you and buy your product. If you say the wrong thing, they might hate you.

Taiwan Mansder Coffee: Life should be wasted on beautiful things.

This copy is not just a copy, but has become the life creed and a lifestyle of many people. The power of this is so great that a female writer even changed the title of her book to "Waste Your Time on Beautiful Things."

Have you noticed that this type of copywriting actually has little direct connection with the product? However, once you come up with a value proposition first, you are unique.

Just like Nike’s Just do it, when you put it on other brands, the meaning changes completely. It would feel weird to apply Nike's "Live Greatness" to real estate. What does this mean? Value proposition is a gene. It is the gene of your brand, and genes cannot be easily copied.

Take Taiwan’s PX Mart for example. There are so many cheap and affordable supermarkets in the world, but none of them has the economic aesthetics of PX Mart. The value proposition of PX Supermarket is a new type of consumerism, advocating a new consumption trend for young people.

Saving money is the new fashion.

NetEase Yanxuan is also a good example. As an e-commerce platform for high-quality lifestyle home products, its value proposition is very clear. As can be seen from its advertising slogan, it advocates a life of quality and low price.

A good life isn't that expensive.

A common characteristic of value propositions is that they put forward new ideas. Let consumers be inspired and then become your followers.

Buick : Don’t rush, feel the road.

Yamaha Piano: Children who learn piano will not become bad.

Nike: Don't waste any water except sweat.

The most classic example is the Volkswagen Beetle. In an era when large cars were popular, the Volkswagen Beetle suggested that small cars were a good choice. Let consumers understand that practicality is better than pretentiousness.

I think it’s better to be small.

The Sixth Door

Insight into the door, insight into it with your heart.

The last door is insight. It is a hidden door and very hard to find. Once the insight is successful, you can get twice the result with half the effort. The so-called insight is insight into human nature. It is to see the essence through the phenomenon, which will give people a feeling of enlightenment. Oh, it’s true. It speaks volumes.

Keep : Self-discipline gives me freedom.

When you complain about having no freedom, is it really because you are too busy at work and don’t have time? No, you are just too lazy. The more self-disciplined you are, the more free you are.

Mao Duoli: It's very dangerous to keep your mouth idle.

Trouble comes from the mouth, and a big mouth can cause a lot of trouble. Rather than saying the wrong thing, it’s better to shut your mouth with snacks.

Momo: All the introverts in the world are just talking to the wrong people.

This sentence reveals the essence of introversion. As the saying goes, if you don't agree, there is no need to talk too much. When I meet people who share the same interests as me, I can talk endlessly even if I am not good at talking.

"Yueji" Magazine: Use happiness to beautify yourself, without any side effects.

I want to be beautiful but I’m worried about the side effects of cosmetics, and I don’t dare to see people without makeup. In a dilemma, it points out a way out for you. Knowledge will make you happy, healthy and happy.

To sum up. All copywriting goes in and out through these six doors.

1. The interest gate points out the interests . Directly point out the benefits of the product or service, what it can bring or how it can help you. Consumers do not need to weigh the pros and cons first, but they should be careful to focus on the benefits and not make them too big so that consumers will not feel them.

2. Product door, packaging products . Find, explore or add new attributes around the product to make the product unique.

3. Behavior gate, implied behavior . Strengthening the usage scenarios of a product is equivalent to positioning the product. Print codes on your products to help consumers find you quickly.

4. Emotional door, emotional products . The product is personified, giving it certain emotions. The warmer your product is, the closer consumers will be to you and more willing to deal with you.

5. Value gate, advocating value . Propose new ideas and advocate a way of life. Having correct values ​​will attract a group of loyal followers.

6. Insight into the door, and insight into it with your heart . I won’t say much about this, just observe life more carefully.

There are only so many ways, but the forms of expression are ever-changing. I hope that next time you write copy, you can find your own copywriting door and write amazing copy.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @黑小指 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!