After viewing more than 100,000 information flow ads, I summarized these 4 optimization directions!

After reading this article, you will get the following copywriting skills and truly influence users:

1. Loss aversion mentality;

2. Contrast psychological impact;

3. Description of the target person;

4. Typical representatives of the industry.

1. Phenomenon and Essence

There is a classic line in Sherlock Holmes: You do see , but you don't observe.

Finding insights is sometimes like solving a case in a suspense drama. We need to find the patterns that can open the minds of users among those common and familiar things.

The difference between a good copywriter and a bad copywriter lies in whether they "see" the phenomenon or "observe" the essence .

So, what is the key to determining a good copywriter and a bad copywriter? Is it to see who knows the product selling points best, or to see who writes more fluently?

In fact, I think the difference between a good copywriter and a bad copywriter is just two words - insight .

2. What is insight?

Example:

Copywriting 1: I just found out that my neighbor renovated his house here for 100,000 yuan cheaper than mine (main price);

Copywriting 2: The neighbor's house is 80 square meters, but it is decorated like a 130 square meter mansion (mainly focusing on the decoration effect);

Well, it's time to decide whether you see or observe. Which of these two texts do you think is more effective?

Many people intuitively think that copy 1 is more effective: of course, decorators care a lot about price.

But the real data shows that the effect of copy 2 is far better than that of copy 1.

3.What is the reason?

Because the person who wrote Copy 2 observed a more effective insight : users often consider decoration only when they have money (and the investment is not as huge as buying a house). They care more about factors that affect the quality of life, such as decoration effects and styles.

The comparison of the above copywriting is still to summarize this sentence: the difference between a good copywriter and a bad copywriter is only two words - insight.

An excellent copywriter can always find insights into the essence of the problem among the complex phenomena and selling points.

Today, we’re going to share 4 insights that can open the door to users’ minds and teach you how to write copy that truly impacts users.

1. Loss Aversion

First ask yourself a question:

Which is stronger: the pain of losing 100 yuan out of thin air or the happiness of picking up 100 yuan for free?

For most people, the pain of losing money is far greater than the joy of finding money.

Why is this so?

Because in life, most people are not symmetrically sensitive to losses and gains . The pain people feel when facing losses is much greater than the happiness they feel when facing gains.

In other words, people are more sensitive to losses and are more willing to avoid them. Therefore, most users have a "loss aversion" mentality.

Example:

Which copy do you think is more likely to attract users to click?

On the surface, both A and B are reasonable approaches to writing information flow advertising copy. The difference is that the former emphasizes the user's losses, while the latter emphasizes the user's gains. The data shows that the click-through rate of copy A is 1.92 times that of copy B.

When writing titles for information flow ads, by making rational use of the insight of the "loss aversion" mentality, we can output more "loss-type copy" rather than "gain-type copy" to increase click-through rate.

Example:

Copywriting 1: Fortunately, I got the postgraduate entrance examination re-examination materials here, otherwise I would have to take the exam again next year.

Copywriting 2: I wasted 20,000 yuan on English lessons for my child, only to find out that I could try the course before signing up.

2. Contrast psychological impact

In real estate advertisements, we often see headlines like this:

“I just found out that the down payment for a house in a prestigious school district in Beijing is only 700,000 yuan .”

What are the advantages of this copy?

Its advantage is that it first emphasizes the value of the property to the user, "housing in the school district of a famous school in Beijing", and then uses "the down payment is only 700,000 yuan" - a low price - for comparison, thereby creating a psychological impact on the user.

Similar copywriting includes: It’s within walking distance to China World Trade Center, there are only 30 houses left, and office workers are scrambling to get them.

This copy also uses contrast, comparing the value of a property "within walking distance to China World Trade Center" with the scarcity described as "only 30 units left", thereby creating an impact on users' psychology.

The above two copywritings actually use the same method, which is the so-called "contrast shock" .

"Contrast shock" refers to the use of an exaggerated description of the product's value to create a contrast with consumers' expectations , thereby causing an impact on users' psychology.

You must have discovered that correctly describing the high value of the product is the key to creating a "contrast impact".

▼ So how do we describe the high value of a product?

Take real estate as an example. When describing the high value of a property, most people’s intuitive reaction to high-value properties is that the higher the price, the higher the value. This will result in the following text:

"A house worth 5 million, with a down payment of less than 1 million, why don't you hurry up and grab it?"

But is price really a correct description of the property’s value?

Let’s imagine a scenario : if you need to rush to an important meeting within ten minutes, and you are given two options for transportation : a Volkswagen with a speed of 100km/h and a tank with a speed of 10km/h, which one would you choose?

I believe everyone will choose Volkswagen instead of Tank, even though the price of Tank may be dozens of times that of Volkswagen. Because the public can better meet the need to get to the venue quickly.

This scenario tells us that the true value does not lie in the price, but in the degree to which user needs are met in a specific scenario.

The value that can meet user needs is the real high value. So going back to the real estate example, when describing the high value that real estate represents, we need to consider how to meet the real needs of users in specific scenarios.

Therefore, demand-based descriptions such as subway housing , school district housing , sea views through the window, and celebrities living in the community, are the true reflection of the property value.

When creating information flow copy , you might want to think more about whether you are truly describing the value of the product from the perspective of user needs .

3. Description of the target person

Imagine being in an office area filled with 500 people. How can you quickly get your attention?

The best way is to shout your name . Because even in a noisy environment, once your name is called, your attention will be quickly attracted - we care more about information that is relevant to us.

For copywriting, this direction must also be determined. Use target persona descriptions to build an image of a typical user, so that they will think, “This is exactly me!”

How to achieve the description of the target person, we can start from two aspects:

1. Describe a typical target user

For example, your client is an adult self-study academic training institution, and the target users are students in Beijing who have self-study needs. At this point, your copy could look like this:

"People working in Beijing, please take note. Without a bachelor's degree, your salary is much lower than your colleagues."

“People working in Beijing” is a description of the target audience that just hits that group of people - just like someone calling out your name in a noisy room. Copywriting that captures the typical target users can attract the attention of the target group in the vast information flow.

2. Describe users in different dimensions

There are many dimensions to describe users, including interests, purposes, personal attributes (income, age), ideal self (what kind of person you want to be), etc. By describing users in different dimensions, we can grasp the psychological state of users in different dimensions.

We try to write an information flow ad title for "Buying a house in the United States, the down payment for a property in a wealthy area is no more than 180,000" from different dimensions:

Starting with character attributes - people who want to buy a house in the United States often have a high income, we can write it like this:

"For someone with 1 million yuan of spare cash, the down payment for investing in a property in a wealthy area is only 180,000 yuan."

Let’s change the dimension and write from the purpose - people who buy houses in the United States want to realize their dream of settling down in the United States, so the copy can become:

"For those who want to settle down in the United States, the down payment in wealthy areas is only 180,000."

Let’s continue to switch to the dimension of the ideal self - by buying a house in the United States, we can realize our life ideals and reach the peak of our life. So the copywriting can be like this:

"If you want to own a single-family house in the United States, the down payment in wealthy areas is no more than $180,000."

4. Typical representatives of the industry

In addition to describing the target person, we can also use typical representatives of the industry to stimulate users' curiosity and herd mentality .

There are two types of commonly used industry representatives:

The first category is typical people who are currently doing this.

The so-called typical people who are engaged in this matter are often people who are strongly related to the industry. Many times when people mention this industry, the first thing they think of is them.

For example, in the real estate industry, typical representatives are real estate tycoons, real estate agents, intermediaries, landlords, etc.; in the education industry, typical representatives are direct seniors, famous teachers from Peking University and Tsinghua University, academic masters, academic losers, and neighbors' children, etc.

After finding typical characters, you need to create a sense of secrets based on these typical characters. People often pay the most attention to gossip about industry leaders. Therefore, we can write:

"Real estate executives quietly bought these properties"

"Students who are top students secretly attend the postgraduate entrance examination class"

"The real estate agent doesn't want to tell you that these landlords in Beijing are in a hurry to sell their second-hand houses"

The second type of industry is typically represented by local people:

In people's impression, locals often have information advantages and behave differently from outsiders, appearing to be very "expert" .

People who pay attention to the behavior of local people will psychologically feel that they have such information advantages, thus developing a sense of superiority .

Therefore, we often see the following copywriting titles:

One is that “even the locals are doing it” , such as:

“Even the British are scrambling to buy these new properties. The down payment for these new properties is less than 300,000!”

The second is "even the locals don't know" , such as:

“Even Beijingers don’t know that these second-hand houses are selling like hot cakes!”

▼ Summary:

These are the four key insights into copywriting. To recap, they are:

1. Loss aversion mentality;

2. Contrast psychological impact;

3. Description of the target person;

4. Typical representatives of the industry.

Many times, in addition to seeing the phenomena, we also need to have insight into the essence behind things. I hope that the four insights shared above for opening the door to users’ minds can help you write copy that truly impresses users .

Information flow advertising: http://www.iqingua.com/fuwu/

Source: Loudspeaker Library