How can such a low-level product advertising creativity generate sales of over 100 million?

The product advertisement I share with you today

90% of people don’t watch the entire video.

Because when I saw this advertisement for the first time, I was actually very opposed to it!

After all, the advertisements we usually see have thoughtful copywriting and well-designed layout.

Then why do we need to talk about this “LOW” advertisement?

Because I was at home for the holidays, my mom specifically opened the ad and told me directly to buy this brand of shoes!

So out of curiosity as a marketer , I watched the advertisement several times and carefully analyzed the copy and marketing ideas of the advertisement. There are really many things worth learning.

The key point is that they made hundreds of millions of RMB.

If you want to watch the video, search online for "Zulijian safety shoes for the elderly"

The video contains the manufacturer's phone number and other information to avoid suspicion of advertising.

I won’t put it up here.

Zulijian has several different versions of advertisements online. I chose the wool shoes advertisement for analysis. In this advertising video, we can learn the logic of copywriting and how to successfully grasp the psychology of consumers and truly make product copywriting have sales power.

01

We may turn off the video before watching half of it, but the real target audience can watch it many times. At the beginning of the advertisement, the copywriter is like a close friend of the consumer sending greetings:

It's getting colder day by day

Middle-aged and elderly friends, do you have cold feet?

It's cold at home, it's cold outside, when winter comes, I'm always cold

What key marketing information do we get from this passage?

Target consumers : middle-aged and elderly

Consumer problem : cold feet

Problem scenario : It is winter, when you are out and at home

When you sit at home and see this advertising copy, does it remind you of the feeling of having cold feet and feeling uncomfortable all over? This negative feeling will make you want to continue to understand and find solutions.

Therefore, the first step of copywriting is to attract the attention of target consumers. One of the ways is to stand in the consumer's position, point out his current problems, awaken the uncomfortable feelings caused by these problems, and then provide solutions.

The copy follows the psychological logic of consumers and gives you a naked solution:

You need a pair of Zulijian wool shoes.

At this time, it is not that you just say you need a pair of wool shoes and the consumer will give you the payment password on the phone.

Sales is not that simple.

The copywriter is well aware of this truth.

02

The copy tells you that our wool shoes can solve the problem of cold and frozen feet. At this time, we will wonder, how can your shoes solve this problem?

Zulijian’s copywriting has refined a unique selling proposition: high-quality wool imported from Australia.

Throughout the ad, the main selling claim, namely that the reason for warm feet is the wool imported from Australia, is emphasized no less than 6 times.

Apart from talking about wool, I didn't see any explanation in the video about the structure of the sole, the material of the upper, etc. Instead, the video focused on explaining how it can solve the problem of frozen feet.

Imported wool is just a material for shoes, what benefit does it bring to consumers?

The second key point we need to learn at this time is to find a unique selling proposition that meets consumer needs. All unique selling propositions need to point out the benefits to consumers. Connect products and consumers. After we refine the selling points, we should ask ourselves in our hearts, "What are the benefits?"

Zulijian's copywriting tells middle-aged and elderly uncles and aunts:

High-quality wool imported from Australia - once warm, you will feel comfortable all over, sleep well and look good

"Warmth and comfort" are what consumers really care about, and "cold feet" is the core issue that advertising copy needs to address. When your grandparents see elderly people of the same age as themselves walking briskly and confidently in the video, will they imagine themselves wearing these shoes?

When seeing this advertisement, grandpa and grandma were actually a little moved, but not enough to take action.

The copywriter carried out another wave of persuasion: Why do my shoes become hot as soon as I wear them?

The upper, toe and insole are all made of high-quality Australian wool. They are wrapped layer by layer and can be put on and felt warm immediately. They are soft, warm and breathable. Your feet won’t get cold when you put them on and you won’t have to worry about slipping when you walk.

Long-lasting heat lock to warm feet, imported wool is fluffy and elastic, keeping the temperature inside the shoe constant

Seeing this, the grandparents have let down their guard and believe that this pair of shoes is indeed warm and can solve the problem of frozen feet.

03

At this point, the advertisers are still talking to themselves, which inevitably makes them look like Wang Po boasting about her own products. So we need to prove that wool shoes provide as much warmth as advertised.

There are two methods used in this advertisement:

• Bandwagon effect
• Authoritative platform

Learning to present evidence is the third marketing point we have learned. Of course, in addition to the above two, there are also detailed comparisons with competitors, company strength, professional certificates, etc. to increase consumer trust.

1. Bandwagon effect

According to the human needs pyramid proposed by Maslow, the need for belonging is the third largest need, after physiological needs and safety needs. Once the first two are met, belonging and love become priority issues.

There are three main groups in human society: cult groups, association groups, and alienated groups. In this advertisement the needs of the first two groups are utilized to persuade the consumers.

A. A cult group is a group that you hope to join. For example, by using the same products as your idol, you can become similar to your idol. And this kind of cult group must be credible to the consumers you want to connect with, and through hard work they can also become a cult group. So in marketing , the first step is to have the motivation to worship, and the second step is to be able to achieve it. Zulijian is endorsed by national mother Zhang Kaili, and middle-aged and elderly people are familiar with this star. If Yang Mi were invited to endorse it, perhaps the effect would be different.

Therefore, Zhang Kaili's endorsement increases the credibility of users. At the same time, when consumers see Zhang Kaili jogging on the lawn in the video wearing shoes, they also hope to be as light as a swallow.

B. Joint groups - similar groups that share the same values ​​and ideals as you.

In the advertisement, many middle-aged and elderly people’s personal stories appeared:

"It's freezing cold, the temperature is more than 10 degrees below zero. When I put them on and walk two or three steps, the warmth starts to rise. They are tall and wide, but they don't squeeze my feet. They are truly old-fashioned shoes."

We old people don’t feel cold when we climb mountains or walk for hours, and we sleep well at night. Wear it to keep your feet warm and look good

Looking at this uncle and aunt, maybe your grandparents will feel a sense of familiarity, just like seeing Mr. Wang and Mr. Zhang next door. Leveraging the power of similar people can make users feel more realistically that the problem can be solved.

2. CCTV authoritative platform

Although the Internet is well developed nowadays, television is still the media that middle-aged and elderly people are most exposed to. Therefore, Zulijian has invested heavily in six consecutive broadcasts on CCTV, mainly to shape the authority and professionalism of the product.

Later, out of curiosity, I went to the official store again and clicked on the details page of a pair of shoes at random.

I found that there is a huge difference between the copywriting of the video content. The copywriting on the details page is mainly aimed at children, expressing their concern and filial piety for their parents from the perspective of children.

In fact, middle-aged and elderly people watch more TV and surf the Internet less, which is also the advertising strategy of Zulijian.

04

Middle-aged and elderly friends may have been immersed in a warm world, imagining themselves wearing shoes and not being afraid of the cold even in temperatures of minus 20 degrees Celsius.

Most of the advertisements are coming to an end here.

But Zulijian’s copywriter doesn’t do that, and isn’t that kind. When you’re in the warm countryside, he asks you again:

Are you still worried about cold feet and frostbite?

It's hard to walk and my feet hurt. I can't find good shoes to wear.

The copy points out the pain again and awakens your painful memories. Then I tell you that I can help you solve the problem of frozen feet. With the preparation of the previous content and the accumulated trust, you are already 80% close to opening your wallet.

Made of high-quality wool imported from Australia, Zulijian shoes can meet the needs of various occasions, such as going out, hiking, staying at home, and exercising, making your feet comfortable and strong.

Reawakening demand is a point that many copywriters tend to overlook, but it is also a critical step in motivating consumers to take action.

05

When it was time for grandparents to call and place their orders, the copywriter used three ways to get them to take action.

1. Reciprocity

Everyone likes value for money. Wool shoes can keep you warm for at least three years. They are also great gifts for yourself or your spouse and very cost-effective.

Wear warm this year, wear warm next year, and still wear warm the year after

You can give it to yourself, your spouse, or your parents. It can bring warmth in the cold winter. Good shoes can show filial piety and keep your parents warm all winter long.

2. Commitment consistency.

The manufacturer solemnly promises that products can be returned within one month if it does not affect secondary sales.

At this point, all the consumers’ concerns are almost eliminated. Since the shoes sound so good, can be worn for such a long time, and can be returned if they don’t fit, why not buy a pair to try?

3. Scarcity

In order to encourage users to place orders quickly, the copywriter adds another line to make users feel a sense of urgency.

Quantities are limited, call now.

This type of advertisement does not arouse the desire to be "watched", but it does generate impressive sales. The copy of the entire advertisement is simple and ordinary, but the logic is very clear and the strategy is strong. This kind of copy logic can be copied to advertisements of other categories and have the same effect.

Let’s summarize the highlights below.

Summary: 5 stages of making a sale

• When consumers are blank about your product, an effective way is to attract attention, point out problems, and awaken memories. You can awaken painful memories, happy memories of using the product, etc.
• Fill a need, develop a unique selling proposition, and be sure to speak directly to the benefits to the consumer.
• Prove that the product works as advertised. Present favorable evidence to allay concerns.
• Pointing out the problem again and providing a solution is a crucial step.
• Stimulate purchases. Methods such as commitment consistency and scarcity can be used to stimulate purchases.