How can copywriting capture users?

The world is so busy, no one will waste one more second on your copy .

If your copy cannot grab the user's attention within 5 seconds, he will turn around and walk away without hesitation.

To be honest, there is only a 5-second window to capture the user, and pain point copywriting is an important indicator to truly assess the marketer's skills.

So, what are the requirements for qualified pain point copywriting?

Understanding Users

Understand user perception

Starting from the user scenario

Insight into user default behavior

Reading habit design

Appropriate emotional expression

………………

Of course, there are far more than these. In order not to affect your mood, I have hidden 60% of the other requirements.

So, what should you do when you actually start preparing a pain point copy?

If you were a user, what would you like to see?

First of all, from the user's perspective, before writing a copy, we need to make overall considerations from the following three aspects:

What perception does your copy make users feel?

What emotions does your copy evoke in users?

What desires does your copy inspire in users?

1. Cognition

What kind of knowledge and impression will your copy create in the user's brain? Are these knowledge and impressions what you want?

To put it more bluntly, how will users understand the copy after seeing it?

For example, if you were writing copy for a cast iron steak pan, what would you write?

Let’s first look at the advertisement copy of an ordinary cast iron steak pan on Taobao.

When you see the words “Made in the USA, a century-old brand ”, what is the first impression that comes to your mind?

Therefore, if we write the copy directly like this, the memory that users call up will not be what we want.

Let’s take a look at NetEase’s carefully selected cast iron steak pan

Do you start to associate it with the scene of making steak and want to use it to make yourself a delicious steak?

Based on the experience of the above cases, we can form users’ perception of us at three levels.

1. Visualization

Compared to the 10 million years of human evolution, humans have communicated with each other through body language, facial expressions, and sounds for tens of millions of years. This has shaped our brains to be extremely sensitive to "visual" language and easy to awaken.

The most classic example is Martin Luther King’s “I have a dream” speech.

“I have a dream that one day on the red hills of Georgia the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood. Let us not drink from the cup of hatred and hostility to satisfy our thirst for freedom.”

In this inspiring speech, King paints a picture of what we can all look forward to. This greatest speech of the 20th century is a powerful proof that visualization can lead to high conversion rates .

Therefore, when you need to write content that is easy to attract users’ attention, you must try your best to use visual language so that the user’s brain can easily read the content.

2. Use contrast

Like text, it is difficult for numbers to form visual feedback in the user's brain to help users quickly establish cognition of the content they receive.

Since it is difficult for users to read the "actual size of money or numbers", when the copy needs to reflect the advantages of performance, parameters, funds, etc., how should it be expressed so that users can understand it smoothly?

The answer can still be found in ancient history: people tend to use "comparison" to evaluate the value, which is a simple and efficient survival evaluation rule given to humans by nature.

For example, discount labels commonly used in supermarkets

Therefore, in your pain point copy, try to find an "anchor" as a reference, and then highlight the advantages of your own product.

3. Labeling

For a new product that is not well-known, the first concept you need to convey to users should be:

Who am I (category) and what can I do.

The premise of pain point copywriting is to lock the content you want to convey firmly into the user’s mental hard drive.

The brain is an organ that loves to be lazy. As early as the barbaric times, when our ancestors first dealt with a stranger, they would quickly make initial assumptions about this person: "enemy" or "trustworthy companion" or "temporary partner" or "potential object of consideration (if it is the opposite sex)".

Therefore, in the pain point copywriting, grasp the principle of labeling - tell users which "category" the product belongs to.

Once users are told the category of something new, their brains can easily identify “what is what” and generate initial “expectations”. Categories and expectations can serve as the starting point for displaying product highlights.

2. Emotion

What desire do you want users to have when they see the copy, and is this the desire you want to trigger?

Many times, copywriting does not just mean "a fact" or " a piece of evidence" (invoking cognition), but also means some kind of support, some kind of opposition, some kind of anger, some kind of fear (invoking emotions).

So, how to arouse users’ emotions?

1. Close to reality, increase sense of immersion

Emotional copywriting has a strong sense of immersion, such as the love for childhood cartoons, the reluctance and sadness of couples graduating and living in different places, and the desire to become famous overnight. Incorporate life scenarios into your copy to make it closer to reality, so that users can also feel the same joy, anger, sorrow and happiness that you feel.

For example, "forgetting keys" can be said to be a "little annoyance" that almost everyone has experienced. In its product posters for security door locks, 360 Security Door Lock depicts the embarrassing scene caused by "forgetting keys" to make users feel involved and realize the convenience of opening the door with fingerprints.

2. Use first person rather than third person

People are only interested in two kinds of things: things that are related to themselves and things they like. The first person can carry strong subjective feelings, such as what emotions "I" have, and what feelings and emotional appeals I have. When you start reading advertising copy with “I” in mind, you can find out whether the product can solve “my” problem?

3. Look for a sense of gap and surprise to create emotional contrast

The gap can arouse people's fighting spirit, and the surprise can increase people's enthusiasm. The strong contrast between the two can drive the user's emotions up and down. This emotional contrast can drive the user's emotions and achieve the effect of copywriting.

3. Desire

What desires will users have when they see the copy? Is this the desire you want to arouse?

Eugene Schwartz said in "Innovative Advertising" that copywriting cannot create the desire to buy goods, but can only arouse the hopes, dreams, fears or desires that already exist in the hearts of millions of people, and then direct these "already existing desires" to specific products. This is the task of copywriters: what you have to do is not to create the desire of the masses, but to guide the desire to where you want it.

Human desires are pride, envy, wrath, laziness, greed, gluttony and lust, which are also what we often call the seven deadly sins. Good copywriters are good at exploiting human desires. Corresponding to these seven characteristics of human nature, the author of the public account named " Li Jiaoshou " sorted out 11 different pain point copywriting templates.

Where do you want users to see the copy?

In order to further explore the connotation of pain point copywriting, it is necessary to find the contact points between pain point copywriting and users.

The contact points referred to here are not only Internet behavioral contact points such as WeChat , Weibo, QQ Space, and Tieba , but also behavioral contact points of traditional media such as television, newspapers, magazines, radio, and focus media.

Taking airlines as an example, we analyze customer experience and customer touch points in the six major links of customer contact, namely before purchase, during purchase, after purchase, before travel, during travel, and after travel.

The first step is to systematically design touch points

From the above figure, we can see that airlines can further analyze and study customer touch points at a deeper level in each link. The management of the customer contact process at each customer contact point is essentially the dynamic and perfect management of the products or services provided by the company to customers.

Based on this, from the perspective of customer contact and customer experience, at every customer contact point, we can consider the appropriate copy display and systematically create pain point copy for airlines at different stages of users.

The second step is to analyze the customer contact points in each link

In the Internet age, customers have many channels to contact airlines to purchase air tickets , such as websites, forums, and mobile devices. Taking the purchase of air tickets as an example, the customer multimedia contact channels and contact points can be briefly analyzed as follows:

By analyzing the airline’s different channel contact points, we can systematically design pain point copywriting content based on the overall marketing goals, and continuously optimize and iterate the pain point copywriting system through traffic and conversion innovation at customer contact points.

The scenarios where users read copywriting are usually Weibo, WeChat public accounts , Moments , Zhihu, Taobao detail pages, bus stop ads, subway ads, and targeted ads. When placing product pain point copywriting ads in different scenarios, it is also necessary to consider the user's decision-making cost, action cost, and reading time.

For example, for products with high decision-making costs (hundreds or thousands of yuan) such as air tickets, it is necessary to connect different channel contact points and use pain point copy to guide users into other scenarios, such as scanning QR codes to follow public accounts, or leaving contact information of interest, and then convert through subsequent follow-up.

Step 3: Competitor analysis of customer touchpoints

By comparing competitor analysis, airlines can clearly understand their own strengths and weaknesses in specific contact links, which can help airlines understand the overall performance of pain point copywriting at all contact points of their customers from a global perspective, thereby helping them to identify key customer contact points and formulate differentiated pain point copywriting strategies based on their own products and services.

What will users do in the first 5 seconds after seeing the copy?

After solving the problem of what users watch and where they watch, a pain point copy is 80% complete. What remains is to conduct follow-up checks on the copy. Through the copy self-examination checklist, we can ensure that the overall content design of each pain point copy meets the user's reading needs, so that users can smoothly pass the first five seconds and continue reading.

Summarize

In this article, we design pain point copywriting in three steps:

The first step is to sort out the basis of pain point copywriting from three aspects: cognition, emotion and desire

Goal: To design the starting point of pain point copywriting from the user's perspective.

The second step is to design the contact points between the copy and the user through the process

Objective: Understand every channel through which pain point copywriting reaches customers, conduct systematic pain point copywriting design and establish a feedback mechanism.

The third step is to optimize and sort out the finished copy through the self-checklist

Goal: Before the pain point copy actually "meets" the user, conduct a final check based on the user's reading needs to avoid the 5-second pitfall.

The author of this article @静静 Marketing Flights is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games