How can you write a good copy to attract users’ attention?

For an advertisement, the importance of copywriting is self-evident. So how can we write a good copywriting to attract readers to pay attention to the product through this advertisement?

In the Internet age, when a large amount of "cellular" information appears, the more information there is, the less effective information you can actually obtain.

For an advertisement, how to write the copy and how to quickly "attract attention" and capture the reader's key attention in seconds are the most important things.

1. Eliminate irrelevant information

This point seems easy to write but is difficult to write, because when you see the various advantages of the product, you will want to write everything, and it is easy to lose sight of the most important information that should be conveyed.

So, how do we identify and eliminate some useless information?

First, we can find product benefits that most people don’t know about and use various techniques in the copywriting to constantly emphasize them.

For example: This FedEx advertisement: From Asia to Australia, it’s as if you’re just standing next to the window. The copy is easy to read and remember. The whole sentence does not contain the word "fast" , but readers can feel its "fast" after reading it.

For example: BOSE headphones: When I put on the headphones, the world has nothing to do with me. The core selling point conveyed is: noise isolation. Combined with the picture design, it is very eye-catching and impressive.

The copy must first convey the core information, attract attention, and then slowly convey other information. The key to grabbing attention in seconds is: keep it simple.

Generally, it is easy to write advertisements for mobile phones with powerful camera performance like this: large aperture, high-quality photosensitive elements, and extremely high pixel front camera.

And VIVO’s advertisement: It is clear even against the light, illuminating your beauty. The unique function is clearly expressed in one sentence.

Drew Eric Whitman, a giant in American advertising training, once said:

Consumers' purchasing behavior is not to meet current needs, but to achieve some future goal.

For example: When women buy sexy underwear, of course it is to make themselves sexy, but the ultimate goal is to attract men's attention; the same is true when men buy annual gym memberships. In addition to building muscles, they also hope to have a better body shape and temperament in the future.

2. Provide effective value

Typically, we describe a product’s features like “handcrafted premium chairs,” but consumers are more likely to see benefits like “luxury and comfort in all climates.”

For example, NetEase Yanxuan ’s advertisement: A good life is not that expensive. It is concise and tells you directly: you can afford it. There are no fancy words, but it is full of temptation.

For example, IKEA’s quilt advertisement considerately states “less filling, cool and light” and “washable at 60°C to kill dust mites.” After reading this copy, do you feel more concerned about the warmth, material, and washing method of the quilt?

In general, consumers don’t care about what advantages your product has; they care more about what benefits your product can bring to them.

3. Don’t be too self-satisfied when communicating pain points

During the recent World Cup , the advertising copy of a certain plastic surgery hospital was: You are more beautiful than the World Cup.

The accompanying picture is of a beautiful woman's breasts, which is very eye-catching. However, it was observed that this advertisement still failed to grasp the ultimate goals and needs of consumers. Because this advertisement is obviously based on the male perspective, when women see this advertisement, their first feeling is that this matter has nothing to do with them. It cannot touch women's hearts, let alone arouse consumption behavior.

Let's try to look at it from a woman's perspective. When a man ignores her because of the World Cup, she will definitely think it's because she is not attractive enough.

So we use this psychology and it might be better to say: Your boyfriend seems to be watching the game more seriously than he is watching you? Don't be afraid, with us, he will be more focused when looking at you.

When writing copy, you must not be self-satisfied. You must go out and think from the user's perspective, put yourself in their shoes, and convey their real needs.

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

Source: Fresh crayfish