How can copywriting impress 99% of users? Grasp these 3 points!

How to write copy so that people will want to buy it at first sight? First of all, don’t let the copy bring people into a rational thinking mode, but trigger people’s emotions in the copy. Because of emotional response, it can arouse people's concern and care about the product, thus promoting sales.

Recently a friend asked me: How to write copy so that people will want to buy it at first sight?

This reminds me of a passage:

• Don't give me clothes, give me warmth and amazement.
• Don't give me shoes, give me comfort and vitality.
• Don't give me a house, give me security and warmth.
• Don't give me books, give me comfort and strength.
• Don't give me records, give me pleasure and grace.
• Don't give me tools , give me creativity and joy.
• Don't give me furniture, give me comfort and convenience.
• Don't give me things, give me ideas, moods, atmospheres and feelings.
• …

I believe that after reading this passage, you already have the answer in your mind!

In fact, what I want to say is that the ultimate goal of everyone writing copy is to promote sales. If you want people to want to buy your product at first sight, the copy you write must first impress people and not just focus on writing about the product itself.

Don’t let your copy put people into a rational mode of thinking; instead, trigger people’s emotions in your copy. Because of emotional response, it can arouse people's concern and care about the product, thus promoting sales.

Take non-profit organizations as an example:

Many people know that any charity organization needs daily expenses to operate , and a portion of the donations received must be used for organizational operations, but usually in the copy, we will not see this mentioned in the donation description. The reason is simple. Even though everyone knows that charitable organizations need funds to maintain operations, from an emotional point of view, who would be willing to donate to a charitable organization to purchase office supplies?

By the same token, companies try every means to attract popularity in order to sell more products, which is actually to make money. But in terms of copywriting, I believe that no company will appear to be interested in making money, but rather use emotional copywriting to impress and persuade consumers. Even if consumers know that this product is more expensive than other products and that this product will make a lot of money from them, they are still willing to buy it.

Therefore, copywriters need to have insight into consumers based on a thorough understanding of the product’s attributes, stimulate consumer emotions through emotional copywriting, and thus facilitate purchases.

This is my answer.

An important point is not to mention rational reality in the copy, for example: do not directly talk about the specific attributes of the product, the principles of brand operation, the way of business operation, etc.

How to do it specifically?

If the copywriting grasps three points, it can impress 99% of customers.

When writing this type of copy, just keep the following three points in mind:

1. Surprise: It can be understood as giving people the feeling of: "Ah! How did you know?"
2. Resonance: It can be understood as the feeling it brings to people: "Ah! I feel the same way!"
3. Look at someone with new eyes: This can be understood as the feeling that the person you are guiding is: “It turns out you understand me!”

Taking the above three points into consideration when writing copy can often stimulate consumers' "emotional touch".

For example: a certain LCD screen brand has such a copy:

Protect her like a prince until the real prince charming appears.

This copy does not mention the product at all, but takes an emotional approach from the father's perspective.

Now, let's use three points of the copy to analyze:

If you are a father, the moment you see this sentence.

• You will be surprised that you have been only caring about doting on your daughter, but never thought that your daughter, whom you regard as the apple of your eye, will leave you one day. Perhaps you think that day is far away.
• You will resonate with it, and you will think about what your daughter will be like when she gets married one day, what kind of person will be by her side, will he take good care of her, will he bully her, will she be happy?
• You will be impressed and feel that this product speaks to what you are thinking.

This is the benefit of emotional copywriting: when a material product has spiritual added value, it will become a symbol that satisfies people's emotional needs.

So, how do you feel when these three points together touch your emotional added value? If you were a father, if you had a daughter, if your daughter was about to reach marriageable age, would you have a strong resonance? Will you naturally associate your daughter with this product? Wouldn’t you be moved by such copy?

Once you are moved and have an emotional response, even if you know that the product is not the most advanced or the most cost-effective, you may still choose to buy it because you feel that "it understands you."

For example, the copywriting of some public welfare organizations usually reads like this:

The money and goods you donate are going to a child who is suffering.

Your donation will go toward adopting an abused animal.

What if we write it differently?

Written as:

Your donation will help over 3 million children in Africa.

Your donation will help feed 11 million people in Ethiopia.

Here is a question for everyone:

Do you think the first type of copy gives people a stronger feeling or the second type of copy gives people a stronger feeling?

Some people may say the second one. Because there are more numbers, it sounds bigger. In fact, these two writing styles bring different emotional stimulation to people.

In comparison, the first one is more stimulating than the second one. The reason is that a suffering child or an abused animal is closer to the characters themselves and easier for people to resonate with. In other words, when a child appears around you or an animal passes by you, these can touch your emotions and make you inadvertently think of the copy you have read.

Huge data such as 3 million or 11 million people not only make people feel unreal, but also easily stimulate people to use their rational brains, which will hinder emotions and spiritual feelings and is not easy to arouse people's sympathy. Therefore, if the advantages of your product are not obvious, talk less about the product itself and talk more about things related to the product, such as the origin of the product, the spiritual power represented by the brand, and so on.

Try not to mention factors in your copy that would cause consumers to make comparisons and analyses.

Now, suppose we write a copy for a spicy instant noodle. If we write:

This noodle has a rich flavor, spicy and sour, and is the best choice for your main meal, midnight snack, emergency or when you are craving for something.

This copy seems to contain some words that affect the senses, and there is nothing wrong with that. However, in terms of communication effect, it lacks emotional appeal and fails to form vivid images like a movie in the minds of consumers.

So, if we change the approach and instead of talking about instant noodles themselves, link this product to the emotional source of consumers, what will be the effect?

For example, write:

• The person who finishes eating instant noodles while crying is the one who can continue on with strength.
• I eat spicy instant noodles until I cry loudly, so that others can't tell that I am sad because of a broken heart.
• The world is big, big enough to accommodate ten thousand kinds of grievances; the world is small, small enough that a bowl of instant noodles can warm yourself.
• I burst into tears every time I took a bite of spicy instant noodles, not because it was too spicy, but because I was too far from home.
• …

This is a state that almost everyone can understand. Loneliness is a feeling that everyone has experienced.

Just imagine: the target user group of instant noodles is mostly one person. What will be their emotional reaction when they read these copywritings?

The more detailed and specific the copy is in stimulating consumers' imagination, the stronger their desire to buy will be.

The analysis using the three points I mentioned earlier is:

• Surprise – How do you know how I feel?
• Resonance - It turns out I'm not the only one who has done this;
• I look at you with new eyes—you are so considerate and understand me so well.

Specific, vivid, and emotionally appealing sentences can give consumers a greater sense of reality, and such copywriting can also trigger more emotional resonance among consumers.

When an emotional resonance is established between a brand and consumers and the brand is regarded by consumers as the brand that "understands him best", it is natural to promote sales.