How to write heartfelt copy? 3 essential elements!

Copywriting is not a simple description of the product, but it should make the user react after reading it, and arouse their knowledge, emotions, intentions and desires. If a copy cannot make users aware of its existence, then it is a waste no matter how expensive it is to produce.

What is heartfelt copywriting?

Your copy should make people feel moved, heartbeat, appreciate, love, admire, be intoxicated, passionate, eager, anxious, itchy, satisfied, convinced, overjoyed, fascinated, distracted, on impulse, understand, relaxed and happy, excited, fascinated, in tune with each other, swaying, yearning, and thinking about it, or make people feel heartache, blocked, flustered, upset, soft-hearted, guilty, sad, confused, heartbroken, hurt, anxious, frightened...

In a nutshell: your copy should make people react after reading it.

However, the vast majority of advertisements we see every day are ignored, indifferent, or completely unaware of their existence.

With such advertisements, no matter how good your product is, how powerful its functions are, and how many intentions the copy has to express, if consumers do not notice its existence, then it is meaningless to spend a lot of advertising money.

So having a reaction after reading is the starting point of writing copy.

To write heartfelt copy, we first need to know what "heart" means and what hearts consumers have for you to follow.

This requires us to dissect a heart.

According to classical sayings, the heart has four aspects: knowledge, emotion, will, and desire.

• Know - cognition. Perception at the psychological level refers to the process by which people process and understand external objects and information.
• Emotion - emotions and feelings. The psychological state of a person produced through sensation and perception.
• Yi——will. The psychological state of planning and consciously adjusting and controlling one's own behavior in order to achieve a certain goal is simply subjective initiative. I usually understand it as values, because will is the foundation of values.
• Desire – desire. Simply put, desire is dissatisfaction, which is an unstable psychological state.

(Please note that desire is not the same as demand. In marketing , the definition of demand is "purchasing power + desire", that is, the desire that can be realized by your purchasing power is called demand. Having desire but no purchasing power is probably called... fantasy)

Heartfelt copywriting is copywriting that can arouse people's knowledge, emotions, intentions, and desires.

Don't underestimate these four words. Human psychological activities are very complex phenomena. Modern psychology alone is divided into a host of terms such as sensation, perception, emotion, feeling, motivation, personality, instinct, and thinking.

After reading dozens of books on psychology, I think these four words are the most accurate summary.

First of all, a thoughtful copywriting should arouse people's curiosity.

How about curiosity? After watching an advertisement, it must first arouse my interest in knowing you and understanding you.

No matter how good your product is or how creative your idea is, if consumers are not interested and are too lazy to pay attention to you, then it will be of no use.

There is a reason why the AI ​​DMA rule of consumer purchasing behavior model puts A-Attention and I-Interest in the first two places. If you don't even have interest, how can you take action later?

Every advertisement tries hard to tell consumers how good my product is, buy me, buy me, buy me!

So why aren’t consumers buying it? The key is to turn the quality of your product into consumer curiosity.

"The product is very good, oh, I see."

It makes no difference.

"I want to take a look at your product, I want to study it, I want to try it."

This is the correct user response.

To arouse users' curiosity, don't write empty and false so-called selling points, but write about the fact that the product is unique and fresh.

According to advertising guru Bernbach, it is necessary to tap into the inherent "drama" of the product.

1. Write rich and interesting details

The devil is in the details, and details create drama. When writing copy, you should first think about what rich and interesting details the product has.

After all, humans are detail-oriented creatures.

Let’s first take a look at an advertisement for Beijing Galaxy Bay.

Overnight, all the manhole covers in Beijing disappeared

It disappeared, everything was gone, all the memories related to the manhole cover were lost, and no one missed the man-eating and coughing hole anymore after the manhole cover was lost. On quiet nights, you will no longer hear the unpleasant noise made by cars pressing down on manhole covers.

All the manhole covers have disappeared, and everyone knew before that the topic of manhole covers was a social issue. Can humans, with cutting-edge space technology, not be able to deal with the headaches of urban manhole cover and pipeline systems? Can manhole covers only be placed in large numbers in the middle of the road? Do you think it looks good to have a lot of pimples popping up in the middle of the road?

The manhole covers disappeared, they really disappeared, on the road surface paved with a special technology in Beijing's Galaxy Bay that reduces noise by 80% compared to conventional roads. The manhole cover disappeared due to a complex set of technical support and a simple wish: "Who wants people and cars to always have a sense of crisis when walking on the road?"

Galaxy Bay opens up a fully finished era of residential development in China

This is an advertisement about a luxury house. It does not talk about nobility, high-end, luxury, rarity, or taste. Instead, it talks about one detail: the road surface is paved with special technology, there are no manhole covers, and the noise is reduced by 80%. Isn’t this a mansion?

Moreover, consumers are willing to know: What? Why did the manhole cover disappear? Did the Henan people steal it? (Usually self-deprecating)

Let’s look at another story about Nestlé.

A tribute to the cows who wake up at 4am

At 4 a.m., 100,000 dairy cows in Shuangcheng, Heilongjiang Province wake up. This is the best time to collect fresh milk.

subtitle :

1 Latitude, average temperature, milking time, feed specifications, making good milk is a science.

270 quality control measures, meticulous production process

3. What mothers give to their babies is always better, and this is also our standard.

Love like mother, Nestle Nutrition.

(The subheadings are here to remind you: when writing long text, you must divide it into multiple paragraphs and use more subheadings. No one will read a text that runs from beginning to end in one paragraph. It is not a big deal to press the Enter key a few more times.)

Why do cows wake up at 4 a.m.?

This is about the details of the milk powder process, trying to arouse the user's curiosity.

And of course, there’s the classic, David Ogilvy’s ad for Rolls-Royce.

"This new Rolls-Royce can reach 96 kilometers per hour.

The loudest noise in the car comes from the electronic clock."

What makes a Rolls-Royce the best car in the world?

“There’s really no mystery to it, it’s just meticulous attention to detail.”

So said a famous Rolls-Royce engineer.

…

There is also the classic, long copy written by Neil French for Martell, which is quite famous.

Here on the left is a perfect grape.

It takes 4,000 identical grapes to make a bottle of Martell Gold.

To put it another way: of the tens of billions of grapes harvested in France every year, only a tiny fraction can be used to make Cognac; however, only 1 in 60 grapes can be used to make Martell.

(You can probably begin to appreciate the obsessive focus on quality!)

Consider, then, the following: in the dying days of the First World War, in Europe, before most of the readers of these words were born, before television was invented, and 25 years before Singapore became a nation, we picked grapes to make wine, distilled that wine into cognac, which lay quietly in wooden barrels, carefully guarded by cellar masters from three generations of winemaking families, until, this year, those pristine grapes became the gold medal Martell that only the very lucky can enjoy.

Understandably, perfection is expensive under these circumstances.

…

This is a set of copywriting I wrote for Jinjiu 8 years ago. Many people know Jinjiu’s slogan: Jinjiu is good, but don’t drink too much. Jinjiu has always wanted to tell consumers what is so good about Jinjiu? Here is the answer.

Unfortunately, this set of manuscripts was never published.

The Rainbow Choir has a song called "Feeling Hollowed Out."

It makes many people laugh and shed tears. Why is it so touching? Why does it resonate with so many people?

Because there are details in it.

"There is a boss named David

At 6 pm, he appeared with eyes like a black back

Holding a pot of hot coffee

Hey, hey, hey, hey, shall we have a meeting? ”

Do you feel like you are your own boss?

"I have been wearing monthly disposable makeup for two and a half years without removing it for 18 days

My work and rest schedule is disordered but I am getting fatter and fatter"

Isn't this about you and me?

“Everyday KPI is not as good as now

Put away your craftsmanship

…

Who wants to eat? PPT is vitamins.

The devil is in the details, folks.

2. Write clear and specific benefits

The purpose of mining product facts is to show users the benefits of buying (using) my product.

When describing user benefits, you must make sure that the benefits are described clearly, concretely, and powerfully.

Be specific and detailed, in fact, this is also a detail.

Look at a pair of snow boots sold by Taobao store Bubusing.

This is the description of the shoe type:

The shoes are slim and make your feet look smaller, which means you can marry into a good family.

This is the description of the insole:

Designed to fit the arch of the foot, your foot feels like being held seamlessly in the hands of a warm man.

My favorite slogan comes from the Bull socket.

Protect electrical appliances to protect people.

There are only 7 characters in total, and 2 of them are repeated.

But the product benefits and brand concept of the Bull socket are explained clearly.

Repeating the word "protection" makes the promise more convincing.

A former beverage, Cha Li Wang.

What's good about it?

Four words:

Just like fresh foam.

You don't need to say a word to know what this drink is about.

Another example is paint.

Three trees, live immediately.

No matter how safe and environmentally friendly it is, the most subtle yet powerful selling point is that the house can be moved in immediately after painting.

Let’s talk about charging. Why is OPPO’s “5 minutes of charging, 2 hours of talk time” so well-known that it has even become a social buzzword?

Because it is detailed, memorable, vivid and interesting.

Let’s take a look at Huawei. Who would say “Quick, quick, let me help you out” when their phone is out of battery and they are looking for an outlet?

What the hell is Type-C Flash Charge? Can you read this sentence fluently?

Xiaomi is much smarter.

"Charge for 10 minutes, and use WeChat for 4 hours."

But imitations cannot lead the trend.

Talking about product benefits in a specific and detailed way is the most powerful.

3. Write a moving story with original intention

Humans are animals of details and stories.

Because the story contains a lot of details.

Since ancient times, humans have sat around the campfire every night to tell stories and soothe their lonely souls. Human civilization actually began with stories.

Every product is created to solve a problem faced by mankind. Every founder of a product has his own mental journey: why do I want to create this product?

Telling the original story of this product can, to a large extent, make users pay for it and even follow it willingly.

Luo Yonghao said at the press conference:

"I'm not into winning or losing, I'm just serious."

It touched the hearts of many Hammer fans.

In fact, this is Luo Yonghao’s story, the story of why he wanted to make mobile phones.

The popularity and influence of this sentence far exceeds those slogans and copywriting of the Hammer phone .

What about being born proud, responding to prejudice with bigotry, what about the best smartphone in the Eastern Hemisphere...

Because this sentence is a story and the other words are just an advertising slogan, it can better arouse the interest and resonance of users.

I only use two brands of laundry detergent at home: one is Blue Moon and the other is Omo.

I use Blue Moon because it is my client.

I use Omo because I love its commercials.

Mystic, the slogan in foreign countries:

“dirt is good”.

The core users of laundry detergent and laundry liquid are housewives. The biggest headache for mothers is that their children are often dirty, but it is even worse to stop their children from playing for fear of dirtying their clothes.

In this sense, being dirty is good because it releases children's free nature and allows them to boldly explore the world.

Don’t be afraid if your clothes get dirty, there is a secret.

This is the story of the original intention of detergent. This sentence should not be regarded as just an advertising slogan, it is a great concept of children's education.

When you tell mothers a story like this, it will be easier to arouse their interest and impress them.

This is the first part of today’s talk: using details, benefits, and stories to arouse users’ curiosity and make them interested in understanding the product.

I originally wanted to finish this article in one go, but who knew the first part would only be 4,000 words...

horrible.