How to write Double Eleven copy to encourage users to place orders?

When it comes to copywriting , the first thing people think of is "to be sincere". It seems that consumers are particularly emotional. As long as they are moved by the copywriting, they will give up thinking and place orders crazily. But that is not the case.

What do you think of the ad below?

I think most readers may feel like I do, that this advertisement is "soft" , even though the copy is quite thoughtful.

Why is this?

A very important reason is that this copy touches the emotional brain of consumers. But when faced with financial products, consumers often use their rational brains to make decisions. Are the funds safe? How much profit? These issues must be analyzed rationally, and orders should not be placed blindly just because we are moved.

The latest human brain science research shows that the area of ​​the brain responsible for rational thinking (the new brain) and the area that controls emotions (the midbrain) cannot work at the same time...

You must have had this experience:

When we are immersed in the touching plot of a movie , we may not rationally analyze whether the plot is reasonable. On the other hand, when we are particularly sad, we can temporarily suppress our sad emotions by using the power of logic to think about the problem. —The Gap

This characteristic of the brain means that a sentence can only trigger one emotion (either emotional or rational). So should consumers be allowed to “order impulsively” or “consume rationally”?

Next, let me introduce a copywriting method: emotional push and pull

In fact, we have 4 emotions that can be used to write copy: rational → sub-rational → sub-emotional → emotional . How to do it specifically?

Step 1: Draw the grid

Step 2: Write 4 questions

What are the product features? Why is this feature important? What goal will this feature help you accomplish? What values ​​does achieving this goal represent? (As shown below)

Step 3: Ask yourself questions and answer them

We use a ceramic knife as an example.

Q: What are the product functions? (reason)

Ceramic knife, no rust

Q: Why is this feature important? (Sub-rational)

Ceramic does not rust

Cut fruit without rust smell

Q: What goal will this feature help you achieve? (Sub-sensitivity)

Fruits without metal residues are healthy

Q: What values ​​does the pursuit of health represent? (Emotional)

Protect your family's health

You are one step faster than others

Let’s write copy for a housekeeping service company.

Q: What are the product functions? (reason)

Clean my room

Q: Why is this feature important? (Sub-rational)

Clean your room

No need to do it yourself

Q: What goal will this feature help you achieve? (Sub-sensitivity)

Together with him

Enjoy a lazy weekend

Q: What values ​​does this goal represent? (Emotional)

Work 10 hours a day, don't be exhausted on weekends

Rest is your right

Using "emotional push and pull", we got four sentences that progress from rationality to emotion. Rational copywriting seems easier to understand and more believable, but it seems difficult to arouse motivation. Emotional copywriting is just the opposite. It is easier to arouse motivation, but it is not easy to understand and has low credibility. Which one should we choose?

Step 4: Choose copywriting based on marketing focus

What products are suitable for rational copywriting?

If you just state the selling points of your product, people will naturally be motivated to buy it. The focus of marketing is to explain the function. At this time, rationality should be chosen as the entry point. For products like ceramic knives, more rational copywriting is more suitable.

What products are suitable for emotional copywriting?

On the contrary, if your product has characteristics, people will easily believe it. The focus of marketing is to arouse the motivation to buy. Then we should use the emotional brain as the entry point. Just like housekeeping services, more emotional copywriting is more appropriate.