Two common marketing problems when promoting new products

A new brand of mobile phone was launched, and the copy clearly stated:

This copy is a bit strange, and it seems like something is missing, but it is undeniable that you are willing to believe it.

Why?

The more specific the description, the easier it is to trust because we think it is very easy to verify (even if we will never verify it).

For example, a high-end residential area wants to highlight the high greening rate of the community. The text reads:

I marked the 25th tree on my way out.

However, if we directly say that the greening rate reaches 40%, the effect will not be as good as the previous one - after all, it is difficult for us to measure the greening rate you are talking about.

This can also be found in real life:

For example, one day you come home from get off work and your wife asks you why you came home late?

Instead of saying "I'm working overtime today", you can describe a specific scenario:

"Hey, today Xiao Zhang from the administrative department booked the wrong flight ticket for a client, causing the client to be delayed for a night in vain. I treated them to dinner."

Once a description seems easily verifiable , we naturally develop a sense of trust.

Therefore, when you describe the attributes of the product in detail in the copy, you often don’t have to worry about consumer trust issues - no one will deceive people with something that is easy to verify.

After talking about the trust issue, we also mentioned above that this copy feels a bit strange, as if something is missing.

I think everyone can guess where the problem lies: there is no reason for consumers to buy it.

Although the attributes are listed, consumers are not told what these attributes can bring to them - what consumers want is not these attributes, but the benefits these attributes bring to them.

"What does the Qualcomm Snapdragon 820 chip mean, what can HiFi sound quality do for me, and what about the new smart system?"

Just talking about these attributes is not enough to make users buy. If you don’t provide a reason to buy, you naturally cannot motivate users to buy.

Just like the slogan of LeTV mobile phone claims that it is "a complete Internet ecosystem", but this is just an attribute and does not explain what it can bring to users. As users, we are more concerned about whether the phone is stuck, how is the battery life, and whether the pixels are clear enough, rather than the so-called ecosystem.

What consumers want is not the product, but the task that the product can help them complete.

As Professor Levitt, author of Marketing Imagination, said:

What people want is not nails, but holes in the wall.

Let’s look at another one. It’s still the copywriting of this new brand of mobile phone. The copywriting is changed to this:

"If you are different from others, stop using ordinary mobile phones. xx mobile phones are made for you, the unique you."

How about this copy? Do you still feel like something is missing?

Yes, what is lacking is trust. Although it provides a deep reason to buy, which motivates you to buy the phone (taking advantage of the psychology of consistency), you don't trust it.

"You're right. I want to be different, but why do you say that your phone is a symbol of difference? Why should I believe it?"

Like this ad:

(Why doesn’t a water heater emphasize its own attributes, but instead says “heating up for love”? This is obviously hard to believe)

Obviously, the first copy helped build trust but failed to arouse motivation. The second copy evoked motivation but failed to build trust among users.

Why do different forms of copywriting have different effects?

Here we have to mention the level of copywriting.

The most superficial aspect of copywriting is “a direct description of the product (attributes)”

"xx mobile phone is equipped with MediaTek 625 processor"

The next level is "the benefits that attributes bring to users"

“This will make your phone faster”

The next level is "Why do you need this benefit?"

"Running faster means you can play games without lags and watch videos more smoothly"

The next level down is "Why do you think this benefit is important?"

"Mobile phones should be smooth, don't settle for anything less"

In short, the simplest and most effective way to explore the levels of copywriting is to keep asking why? Until you get something at the value level.

Research has found that the higher the level of the copy (attributes), the more it can build trust and cognition; the lower the level (values), the more it can arouse motivation.

(PS: But this does not mean that the top layer of the copy cannot arouse motivation, and the bottom layer of the copy cannot establish trust.)

Marketers need to find a balance between the two.

Therefore, we can use this to solve two common marketing problems:

1. Consumers do not trust the product

When a product cannot help consumers establish basic cognition, trust naturally cannot be formed. At this time, no matter how much purchasing motivation is aroused, it will be of no avail.

If the problems in the key links are not solved, it will be useless no matter how other links are compensated.

Just as some developed countries continue to transfer capital or technology to underdeveloped countries or regions, the economies of the recipient countries have not seen much improvement. Because the key limiting factor affecting underdeveloped areas, "social contradictions", has not been resolved.

Therefore, when consumers have sufficient motivation to consume your product but still lack trust, solving the trust issue should be a priority.

The most common solution is to adjust the level of the copy toward the surface (closer to the attributes).

For example, when Steve Jobs promoted the iPhone 4, it was not "changing everything again" or "the only difference is that everything is different", but "a browser + a mobile phone + a music player" (I forgot the details)

Because consumers do not have a specific understanding of iPhone 4, there is no question of trust.

Therefore, the copywriting level of iPhone 4 was closer to the surface (informing the attributes and explaining what it can bring to you)

Because when a brand new product is launched and its values ​​are promoted right from the start, most consumers will be confused.

After several years of hard work, Apple phones have established recognition and trust around the world (no one will consider whether an Apple phone is genuine before buying it). At this time, the level of copywriting can be shifted to a lower level, which is more suitable for the direction of main values.

This technique of adjusting the copywriting hierarchy is common among peer competitors:

For example, when you and your competitors are emphasizing a similar selling point, consumers will inevitably have doubts and then distrust.

In reality, most competitors don’t always do what they say they will do, but if you do, you can actually move your copy up the hierarchy (remember how it’s easier to build trust the closer you get to the property?)

For example, financial management software emphasizes that its "rate of return is high and can bring more benefits to users."

However, when all financial management apps focus on this selling point, it becomes difficult for users to build trust in any financial management app.

Therefore, those financial management apps that can truly achieve "high returns" have to bear the industry reputation damaged by other peers.

What they need to do most is to adjust the level of copywriting upwards and build consumer trust.

For example, the copywriting of some financial management apps is written like this:

"Diversify your investments , even if you only invest one dollar, you can maximize your returns"

In this way, we can gain more trust from consumers.

“It turns out that their high returns are due to the ability to diversify investments.”

When everyone starts calling for "diversified investments" again, consumers will have doubts again. Because most financial products cannot do this.

At this time, you can adjust the copywriting level upwards, emphasize your advanced algorithm (get closer to the attributes), and further gain user trust.

“It turns out that they can diversify their investments because of advanced algorithms.”

So , when you and your competitors are shouting out a similar selling point, and most of your competitors can't do it, you can adjust the level of the copy to the surface to build consumer trust.

2. Consumers lack motivation to buy products

As we said above, when consumers lack trust, the level of the copy can be adjusted upwards.

So, what if the trust issue is resolved but consumers have no motivation to buy?

The natural thing is: adjust the level of the copy downward. Provide consumers with reasons to buy from you (arouse motivation).

Many industries do this:

In the early stages of product promotion , international sports brands such as Adidas mostly focused on superficial benefits such as "making you run faster, jump higher, and exercise more effectively."

Because the product at that time had not yet established recognition and trust in the minds of consumers. Of course, you need to adjust the level of the copy upwards.

Only after the trust and cognition issues are resolved can Adidas' copywriting shift downward to strengthen purchasing motivation.

"Too rough, too exaggerated, too fanatical, too unfortunate, this is me", expressing the personality of consumers - if you want to express your personality, come and buy me.

Including in the early days of Didi's promotion, the emphasis was also on attributes: private cars are more comfortable and faster than taxis. What we are fighting about now is more about values.

"If reality keeps pushing you too hard, at least be quiet in the car. You who are doing your best, do a better job today."

"Beijing, Shanghai, Guangzhou and Shenzhen voted against the vampire building, Didi special car saved the overworked people"

This is because Didi Chuxing has already established basic cognition and trust in the minds of consumers. The next step is to adjust the level of the copy downward to provide consumers with deeper reasons for choosing Didi Chuxing.

Next, let’s take a typical example to see how the copywriting of a product is transferred downward layer by layer to continuously arouse consumer motivation.

We all know that the biggest advantage of Shenzhou Private Car compared to other private car platforms is that it is "self-operated", so the drivers are all professionally trained.

But it is obviously not okay to just write this in the copy - although users know that you are self-employed and your drivers are professional, what can you bring to me?

So, what should we do?

Of course, the copywriting level should be transferred downwards, for example, focusing on the benefits brought by self-operation, such as "taking a private car is safer."

But you will find that many people will say that it is good to take Didi or Uber, because I can meet different people every time I take a taxi. Why do I need to sit safer?

Therefore, Shenzhou must continue to move the copywriting level downward. We need to ask ourselves: Why is the benefit of "safety" what consumers need?

It may be to pick up more important people who need our special care.

So, one of Shenzhou’s copywriting is this: You are special and need special care.

In short, when your product has established consumer trust, but consumers still lack the motivation to buy, you might as well shift the level of the copy downward, because the lower the level (closer to the value level), the more in-depth reasons you can provide to consumers to buy, thereby arousing consumption motivation.

Conclusion

There are many levels of copywriting, and which level you choose depends on what task you want to accomplish.

• If you need to help consumers build trust, the copywriting level can be close to the attribute level;
• If you need to arouse consumers' purchasing motivation, the level of copywriting can be close to the value level.

illustrate:

1. The article says that adjusting the level of copy can help consumers build trust and motivation, but it does not say that this is the only way to build trust and arouse motivation.
2. Motivation and trust are not in conflict. Copywriting can build trust and arouse motivation at the same time.
3. The attributes and values ​​of a copy often do not appear separately in the copy; the two often appear at the same time as the main and auxiliary.
4. There is no limit to the number of levels of copywriting, and you need to keep asking questions.

Hope it helps you.