Native advertising has deep routines. How can case-based copywriting make information flow advertising more outstanding?

You must have seen headlines like this:

"Oh my god! She has lost so much weight that she has a six-pack."

"She completed a regular undergraduate degree in her spare time!"

Does it look familiar? Especially in information flow ads , this kind of copywriting sometimes looks like social news and sometimes like Tianya posts. It is a bit intimate and a bit strange, which always makes people want to click in to find out.

While being attracted, have you ever thought seriously about what it is about this type of case title that touches people's hearts and in what kind of situations it is suitable for use? How can we write good case study copy?

Don’t be anxious, let me tell you one by one.

What is good about the case body?

The least like an advertisement - "Hey, there is something like this"

The most obvious feature of case-based titles is their strong sense of originality .

Among the many types of native copywriting, case text can be regarded as the least like advertisement:

It seems to be just stating a fact, without any sense of sales pitch, which will not make users wary or disgusted with the advertisement ;

It doesn't even have those "seductive" guiding words, so there's less sense of oppression, and it leaves space for users , giving them the freedom to actively choose to follow and interact, which actually has a better effect.

In fact, some users’ needs need to be stimulated, as they may not know what hidden dangers they have or what better options they have. At this time, a suitable case may inspire her to make an unplanned decision .

Imagine a user who has no intention of changing his car sees an ad like this: "I sold my two-year-old car for 200,000 yuan."

He may suddenly realize that a used car can be sold at a good price and he can actually buy a new car.

Or, "Buying the right house will earn you many more years of money"

Such an advertisement can prompt urban young people who have achieved some success to develop new demands for buying houses for investment .

Challenging stereotypes - "How is it possible!?"

When we identify our target users , we think that those who have no consumption motivation, do not pay attention to related topics, and are resistant and disgusted in their hearts are not the group we are looking for.

In fact, this group of people are precisely the potential customers that we are most likely to ignore.

If we think more deeply, their resistance and disgust mostly stem from previous inherent ideas , or stereotypes .

Once we challenge these stereotypes with facts and make them willing to be exposed to new ideas, we greatly increase the possibility of persuading them .

This is when case-based copywriting comes into play!

For example, some people think that losing weight is a form of self-torture and unhealthy behavior. This is what they saw in an advertisement: "Without dieting, a fat woman can lose weight and become a goddess!"

The contrast with her inherent ideas will make her want to find out more. If she finds that there is really a healthy way to lose weight, it will have a good persuasive effect.

Arouse curiosity – “Is it true?”

Curiosity is a psychological factor that is often used in advertisements. Compared with revelations or interrogative questions, the case-based approach uses typical examples to hit users, making them curious about things that interest them and excited about things that confuse them.

Especially in the consideration stage before the user makes a decision, a good case study can hit and resolve his concerns and worries, making him mutter "Is it true?"

For example, the slogan of one game is: "I just played for two days and my girlfriend proposed to me!"

Users who were originally skeptical about the game's marriage system will become itchy and mutter to themselves, "What? Someone is really getting married and getting proposed to~", instantly increasing their desire to try it out.

Easy to believe——"Wow, it's true~"

The biggest advantage of good case-based copywriting is that it is easy for people to believe and promotes decision-making and conversion without realizing it.

Let’s take the example of weight loss. If you are worried about how to lose your belly fat, and you see this ad:

“This is how I went from 2’1” to 1’9”!

"Oh my god, it only took a short while for my bestie's waist fat to disappear"

Would you be amazed at the results and want to see what the method is and be tempted to put it into practice?

How to write a good case study?

The case description has contrasting contrasts, which makes people curious

The case is well written, what is the difference? There are two titles below, both about certification. Which one would you choose?

A: With this certificate, you can earn money even when you are lying down!

B: I applied for this year's most valuable certificate

Obviously, the first title is more attractive, why? Because its language is more colorful and has exaggerated contrasting descriptions , the fact that you can make money while lying down highlights the value and appeal of the certificate.

It is this kind of contrast that can bring out the dramatic effect of an ordinary story, making it eye-catching, surprising and achieving the purpose of attracting attention.

From this we can see that the key to writing case studies is to find out what you want to highlight and write out the contrast and comparison therein .

Keep the case realistic and avoid exaggeration

The basic criterion for judging the quality of a case is whether it can be accepted and believed by people . If people’s first reaction after seeing it is “this must be fake and a lie”, then basically no one will click to view it.

Therefore, the authenticity of the case is extremely important .

Regarding the previous point, we advocate conflicts and reversals in case descriptions, but the cases themselves must still maintain a certain degree of credibility and avoid being overly exaggerated.

To take a step back, even if users believe your so-called "5 catties loss in 3 days" case, when they further learn about it or intend to buy it, they find that it is not true. This negative effect is very serious and difficult to recover.

The cases are close to life and make people feel involved.

In order for a case to arouse the user's interest, in addition to being realistic, it must also have a sense of immersion , making people feel that these are the people and things around them, and are closely related to themselves.

There is a trick to do this, which is to use the case person:

Use the roles that exist around each of us: colleagues, best friends, bosses, wives/husbands ...

For example: "My best friend was admitted to a 985 university as a graduate student. It turned out that she participated in this special training camp", "A colleague recommended this outerwear base shirt, which is warm and stylish"

" Ms. Li" and "Mr. Wang" are also commonly used in social news, which are also very common nicknames and often have a good effect. For example, "Ms. Lin sold her car on the same day."

Without using pronouns, the case is narrated directly, which also has an unexpected sense of reality, for example: "The car I drove for two years was sold for 200,000 yuan"

Combined with regional targeting, increasing the relevance of cases

In addition to the name of the person, we can also work on the geographical relevance and highlight the location of the case in the title, such as: "People in Changsha sell used cars here", "Three-year-old used cars in Wuhan are sold for 120,000 yuan"

People tend to pay special attention to what happens in their own city , and this is something we can take advantage of.

Generally, we can write the city in the title and then do different city targeting separately, or if conditions permit, we can generate dynamic targeting copy based on the city and automatically locate the user's city.

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

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