Why do some advertisements make you want to move after watching them?

Have you seen ads like this:

" U2 resin lenses have a polar friction coefficient, which can reduce scratches and improve visual experience and comfort. In addition, the lenses adopt an aspherical design to keep the vision clear and not deformed, which can fully meet your vision. "

The copywriting is clear and fluent, and the product benefits are prominent. However, if you were asked to pay for a product that looks so good, you would most likely refuse.

Look at this modified version:

" Did you know that the friction coefficient of ordinary myopia lenses is generally large, which makes the lenses prone to scratches, and scratches are the biggest obstacle affecting the visual experience. In addition, ordinary lenses are usually spherical in design, which will limit the wearer's field of vision and cause varying degrees of visual distortion in the peripheral vision. If your work and life require a wider field of vision, such as driving, you will be subject to many restrictions. Our U2 resin lenses can help you solve these problems."

After changing the style, I feel very touched, and then I may keep asking myself in my heart: where can I buy it?

Why is there such a big difference in the effect of the two paragraphs?

Because in the second paragraph of the copy, your buying impulse has been fully aroused. Just like reading a novel, you seem to be able to stand in the protagonist's shoes, feeling his loss, regret, panic, reminiscing about the past, looking forward to the future and other rich emotions.

Likewise, in this type of copy, you, as a potential consumer, become the protagonist and truly experience these emotions. So at this time, if there are related products that can help you enhance (positive) or relieve (negative) emotions, you will naturally place an order to buy them.

This is what we often talk about, what is the difference between mediocre advertising and excellent advertising?

A mediocre advertisement that focuses entirely on the advantages of the product and the benefits it brings to consumers. But there is no emotional arousal.

Advertising was like this decades ago. Because goods were in short supply, consumers would buy them if they needed them. The copywriting would just say what the product said, without so many tricks.

But the times are different now. Information is flooding and people's emotions are being aroused by various information every day. If your copy is plain and cannot bring emotional fluctuations to consumers, it is often difficult to leave a deep impression in the consumers' minds, and then it will be even more difficult to get them to buy.

Therefore, the problem that mediocre advertisements face in this era is the lack of emotional appeal, which causes consumers to feel indifferent after watching them and have difficulty generating the desire to buy.

And copywriting experts will try their best to stir up the audience's emotions in the advertisement, such as anticipation for the product, panic about not having the product, shortcomings that the product can make up for, and memories of unforgettable experiences. This will stimulate consumers' nerves and make them want to buy.

(Sometimes when consumers need a certain product and are struggling over whether to buy it, if you can cleverly mobilize the relevant emotions, you can prompt them to place an order immediately)

Well, since creating emotions is so important. In marketing , what emotional elements can we add to advertising copy to effectively mobilize consumers' purchasing motivation?

This article will tell you what consumer emotions we can mobilize in the dimension of time .

As shown in the figure:

These emotions are: regret, memories, fear, and anticipation.

1. Regret

In marketing, one emotion that is often mobilized is regret.

Baidu Encyclopedia defines regret as: the feeling of being unable to let go of something you did not do or did wrong in the past.

In other words, there are two main sources of regret: things that were not done in the past, and things that were done wrong.

And research has found that in the long run, people regret more for things they didn't do in the past. In the short term, people express more regret for things they have done.

For example:

For example, you had a crush on a girl during college, but for various reasons, you never expressed your love to her in person. Although you won’t regret it at the time, after graduation, you will regret not taking this step. (In the long run, people regret more about things they wanted to do but didn’t do)

Just like a video I saw on Weibo before, the host asked a Japanese old man "If you could talk to your younger self, what would you most want to tell your younger self?" In the end, the old man said the things he wanted to do but didn't do when he was young (such as confessing his love, joining the army, etc.)

But if you confessed your love to the girl you secretly loved and were rejected, you would regret the decision very much because it would embarrass you at that time. But in the long run, you won't regret it.

Therefore, marketers can use the two sources of regret to arouse consumers' emotions.

(1) You regret having done something wrong in the past and want to see if my product can be a remedy to alleviate your guilt.

for example:

• When a couple quarrels, giving a girl a box of chocolates can ease the boy's guilt;
• When parents beat or scold their children impulsively, the latest toys can ease their guilt;

same,

After you eat a hotpot without hesitation, Jiaduobao, which can prevent you from getting a sore throat, can help you alleviate the guilt.

After you save up half a year's salary and go on a trip, buying cost-effective products can help you alleviate the guilt.

…

(2) You regret not doing something in the past. See if my product can help you make up for it.

For example, a few years ago, when Taobao first emerged, some people wanted to take advantage of the development trend of e-commerce to do some small business. But due to various reasons (such as the belief that online transactions are unreliable and that there are fewer users, etc.), I hesitated at first and ultimately did not take action.

Those who actually took action made a fortune because they caught up with Taobao's huge traffic dividend period.

By the time this group of people realize what's happening, Taobao's bonus period has already passed. If they continue to join Taobao at this time, it will not be so easy to do business there.

Undoubtedly, these people feel very guilty and regretful that they did not make this decision at the beginning. Therefore, when the era of WeChat business came, in order to encourage people to join the ranks of WeChat business, some copywriting was written like this:

“I missed Taobao before, so don’t miss WeChat business this time”

There are also many texts on academic education: If you have missed out on college, don’t miss the chance to get an education a second time.

Therefore, marketers should be good at identifying things that target consumers have not done in the past and associating them with their products, so that their products can become solutions for users to make up for their regrets.

Countless marketing copywriting is taking advantage of consumers’ fear of missing out and regret of not doing it.

For example, countless store anniversary events say: xx% off on all items, and you’ll have to wait another year for the next promotion.

Countless Taobao homepages say: There are still x hours until the original price is restored

(Even if you click in tomorrow, it will still be the same)

Regret is a human weakness, and everyone knows the bad feeling after doing something wrong or hesitating to do something. Therefore, if you can mobilize consumers' regret and have products that can alleviate this emotion, consumers' purchase will be a natural thing.

Therefore, to mobilize consumers' emotions, don't forget "regret".

2. Memories

A negative feeling about the past is regret, and a correspondingly positive feeling about the past is naturally the recollection of unforgettable experiences.

Why do people reminisce about the good times in the past?

In fact, when people reminisce about the past , they are not recalling the experience itself. Instead, it is used to associate some details about that time and produce good feelings.

For example, when you go to see the latest Harry Potter movie , what you call memories are not the movie itself that you watched in your childhood, but the situation you were in, what you saw and thought when you watched the movie.

Yes, we are better at recalling the past in similar situations (so-called recalling memories).

This also reflects a classic psychological concept called the " context effect" : that recall is better in the original learning situation.

In other words, the richness of the memory depends on the degree of similarity between the environment in which the memory is recalled and the environment in which the memory was originally learned.

The more similar they are, the higher the intensity of the memory. If the memory can be recalled in the original context, the memory will be richer and stronger.

vice versa.

This is why various outdoor challenge activities are so popular among entrepreneurs. It is because of these harsh environments that they can better remind them of the hardships they experienced when they started their business .

So, if you want to fully mobilize consumers' memories of unforgettable experiences, you might as well create a similar environment for them to promote the consumption of your products. In terms of copywriting, you need to make them feel the wonderful experience they had between the lines, so that they can strengthen their good memories by purchasing your products.

for example:

Concert copy: Young and Dangerous is going to hold a concert, let us relive those glorious years;

The copywriting of Red Star Erguotou: Use bullets to knock down the enemies, and use Erguotou to knock down the brothers.

Therefore, recalling unforgettable experiences in the past is also a major emotional need of people. If you can add the element of "nostalgia" to the copy, consumers will be more easily inspired to reminisce about the past and buy your products to strengthen this emotion.

3. Fear

"Fear" is probably the emotion most exploited by marketers. It’s used so often that it has its own term: fear marketing .

The so-called fear marketing is actually: brands use copywriting and other forms to arouse consumers' fear or worry about the future, making them eager to alleviate or even eliminate this bad feeling in some way.

Therefore, if the copy can effectively arouse consumers’ fear, and your product can effectively alleviate this fear. This will greatly promote consumer purchases.

for example:

Slogans that have been used to death by various children's training institutions:

Don't let your children lose at the starting line. (It’s cheesy, but it works)

A cosmetics copywriter:

Tap, tap, tap, and get rid of crow's feet.

Jiaduobao copywriter:

If you are afraid of getting angry, drink Jiaduobao.

Therefore, fear, as an innate emotion of human beings, is often regarded as a powerful tool for copywriting. If it can be used well, it can often produce amazing results.

(Note: There are many principles in the design of fear copywriting, such as the fear evoked must match the fear that your product can eliminate, some products are not suitable for fear marketing, etc., which will not be elaborated here)

4. Expectations

Negative feelings about the future are fear and worry, while positive feelings about the future are naturally expectation and longing.

Some products that lack a priori value (it is difficult for consumers to judge the value before purchasing) are particularly lacking in shaping consumers' "expectation" emotions.

for example,

• Weight loss products, I felt they were ineffective before using them (there are too many rip-offs), so I don’t buy them;
• For example, financial products may not bring much improvement (low yield) and thus they are not purchased.
• For example, before using office products, people may feel that they do not improve work efficiency, so they do not buy them.

Therefore, in the marketing of these products that lack a priori value, brands must try to arouse consumers' expectations of using the products.

How to do it?

Since it is difficult for consumers to judge the value of a product before using it, it is difficult for them to generate expectations, which hinders purchases. It would be better to let consumers experience the value of the product in advance, thereby breaking the barriers caused by a priori value.

Commonly used methods are:

(1) Product Trial

You can test drive a car before buying it, visit a house before buying it, and take a trial class before receiving training.

Similarly, weight loss products and newly launched cosmetics can send samples to users so that they can experience the value of the products in advance.

You will find that just trying it can build up consumers' expectations for using the product to a great extent and increase conversion rates .

(2) Creating successful cases

For training and pharmaceutical products, an important way to build expectations is to create success stories.

There is a consensus: It is far less effective to create a real-life case of someone returning from study and recovering than to emphasize the powerful efficacy of the product.

Conclusion

Many product copywritings are fluent and clear, with prominent selling points and benefits, which effectively arouse consumers' purchasing motivation, establish trust, and appear impeccable.

But this is still a little bit short of getting consumers to spend money to buy it.

This is actually about mobilizing consumer emotions.

In fact, in many cases, when consumers are hesitating whether to place an order, they often just need a little emotional stimulation.

For example, when customers are hesitant, salespeople in offline stores will always try to give them emotional stimulation to promote their purchasing decisions.

"Buy a better one so the child won't hurt his eyes."

"We are having an event today to celebrate our store anniversary, but I don't know when the next one will be."

The same is true in marketing. You need to add emotional elements to the copy and cleverly mobilize consumers' emotions.

In this regard, this article gives four emotions that can stimulate consumers' desire to buy based on the time dimension: regret, memories, fear, and expectation.

Of course, there are many emotions that can stimulate consumers' desire to buy, and this article only expands on the time dimension. In fact, there are many dimensions to explore.