How to write copy with user thinking?

Good copywriting is not about expressing your own thoughts, but about getting into the user's mind and saying what he wants to say.

In the future, all businesses will be Internet- based, and in an Internet society, the most important thing is user experience . From taking an online ride-hailing service to making a doctor's appointment, there are now consumer rating systems.

Good reputation will directly affect the development speed of a brand , while bad user experience will cause users to expose you on social networking sites such as Weibo and Tieba , even if the brand has not established an evaluation system. Some serious incidents will even directly destroy a brand's image.

The core of "Internet thinking" is: "user thinking" , and good user experience comes from having "user thinking".

For a copywriter, it is very important to understand the users, know what the users are thinking, know how to stimulate the users' desire to buy, and how to mobilize the users' emotions?

Good copywriting is not about expressing your own thoughts, but about getting into the user's mind and saying what he wants to say.

How to write copy with "user thinking"?

1. “User trouble” thinking

Using the "user perspective" is easy to say but difficult to do in reality. Because people are used to starting from their own perspective.

For example: a mobile phone has 8 million pixels and 1080p resolution, which can shoot ultra-high-definition, edit and share pictures.

If the copy is written as:

The new 8-megapixel camera provides up to 1080p ultra-high-definition video shooting capabilities, and the phone has built-in editing tools that can be shared directly with friends.

This paragraph looks powerful, but it actually looks troublesome, and users don’t have the patience to read it. It might be better to change it to this:

Shoot, edit, share, all in HD.

Don’t be mysterious, let users understand at a glance, and communicate effectively with users.

Nowadays, many people are addicted to mobile phones. They play with their mobile phones wherever they go, including on the subway. But I have to play the game while walking, and then exit the app when crossing the subway. How can I do that?

Apple’s recent advertisement noticed this “trouble” for users and used simple language to simulate the scene when you are crossing the subway. “Quickly swipe the bus and keep reading the news” makes people remember Apple Pay immediately.

Nowadays, many people want to exercise, and there are many fitness apps. A good slogan can also make a brand stand out.

Most of the slogans are:

• Professional mobile fitness coach, tailor-made training plan.
• Lose weight, stay fit and take control of your life.
• Start precise health management.

These slogans seem to be quite standard and bland. The copywriting of the fitness software ranked first in the fitness APP ranking is written like this:

Self-discipline gives me freedom.

Why do modern people desire fitness?

It’s not that you just want freedom, but “no freedom” is a “trouble” for users. People want to eat and drink freely, sleep freely, and even be lazy freely. Moreover, using the first-person pronoun "I" gives users a sense of immersion and eliminates their wariness of advertisements.

2. Impact on user experience

Mou Di, the big man behind " The Debaters ", once said a point of view - the essence of content is the resonance of emotions and feelings. Writing copy is about creating content. Before you start writing, think about what kind of feelings your copy will make users feel in order to achieve the desired effect.

For example, Coca-Cola’s classic advertisement “ Taste the feeling” captured more than 150 pictures of people drinking Coca-Cola around the world in order to convey a joyful mood.

"We want to bring Coca-Cola back to its roots. Coca-Cola has always been simple. If we are a big brand, it is because we have simple happiness and consumers can empathize with it. The simpler, the stronger we are."

Once a brand accurately arouses users' desires, users will naturally respond with purchasing actions.

Of course, emotional communication can be not only warm and friendly, but also teasing and funny.

The internet-famous milk tea " Sangcha " successfully attracted the attention of consumers (mainly young people) through some very "sad" copywriting. Because human desires cannot all be positive, provoking some negative emotions among users is more likely to attract public attention in the short term.

3. Understand the underlying needs

Maslow divided human needs into five levels, the highest of which are the need for respect and the need for self-actualization.

Sometimes, instead of simply describing the product’s functions, it is easier to be accepted if you stand at a higher level than the user and understand their deeper needs.

Some real estate advertisements often take advantage of users' "deep needs" to create a strong aura and confidence, telling users that what they are selling is not a house but feelings and distant places.

• The heart that wants to conquer the world also holds a bright moon in its arms. The young and vigorous generation of Chaozhou have their country and family in mind and are of high moral character.
• The world is closed and the severe winter begins, but my proud heart remains unaware of the cold. The military-grade quality coastal housing and the scene model house are now in full bloom.

It clearly expresses the product's positioning and features, while helping users express a cultural and connotative temperament, and giving users a sense of accomplishment and identity.

Summarize

If you want to write copy with user thinking, you should pay attention to three points:

1. User "trouble" thinking - think about the problem from the user's perspective.
2. Influence user experience - make the copy more emotional.
3. Understand the underlying needs - let the copy give users a sense of accomplishment.

Author: Fresh Crayfish, authorized to be published by Qinggua Media.

Source: Fresh crayfish