How to make your copywriting as popular as Jay Chou’s lyrics?

The reason why Jay Chou's songs are timeless is not only because of the melody, but also because of the specific symbols in his lyrics, which can always trigger people's memories at some point in time. How to make your copy as unforgettable as Jay Chou’s lyrics? Then give it a scene symbol.

Human psychological activities are selective, and specific symbols will selectively direct human psychological activities toward a certain goal. Therefore, when words provide us with an impression, memory and direction of a target, the human brain will produce an understandable and easy-to-associate scene picture.

We walked along the country road facing the light. The ears of wheat on both sides of the road were about to shed their golden clothes, and she was riding on my bicycle, smiling brighter than the sun.

At this moment, a few lyrics unconsciously emerged in my mind:

I want to take you

Back to my grandma's house

Watching the sunset together

Until we all fell asleep

I want to take you cycling

I want to watch baseball with you

I don't worry about this.

Keep walking while singing

——Jay Chou "Simple Love"

Why do these magical lyrics by Jay Chou spontaneously pop up in my mind?

Because it is a signed copy.

1. What is a copy with symbols?

I believe that each of us will have such moments. Those people, things, songs, sentences, words, sounds, scenes, and pictures that you have come into contact with intentionally or unintentionally, without paying special attention to or taking seriously, will be triggered, activated, and reproduced in a certain situation many years later.

Not to mention that Jay Chou represents an era, an era that will never end. The lyrics with their own symbols are enough to leave a lasting impression on us and take root in our subconscious.

Maybe it’s because from elementary school to junior high school graduation, I basically went back to my grandmother’s house after school every time.

Maybe it's because I can still remember him, the cool guy in my third grade class, the one who leaned against the wall, listened to his Walkman, wore a baseball cap, was cool and taciturn, and had slightly curly hair.

Maybe it was because he always walked into the classroom slowly when the bell rang, and he had too many symbols on him: slightly curly hair, indifferent face, shoulder bag, baseball cap, and Walkman.

In the Walkman, besides Jay Chou, there is Jay Chou and Jay Chou, and the rest are all Jay Chou.

I believe that many people are like me. For most of Jay Chou’s lyrics, as long as you close your eyes and imagine them, can you conjure up a picture?

The most beautiful thing is not the rainy day, but the eaves where I once hid from the rain with you - "Secret"

Love the house and love the dog; love the rain and love the house. After you left, I could only come under the eaves often to shelter from the rain. Because even the rain is filled with your breath. - Ye Xianglun who loves Xiaoyu (PS: Anyone who has seen the movie knows that Xiaoyu is the name of the heroine)

Flipping through our photos, I miss you vaguely. Last summer, we smiled so sweetly. I saw your crying face as you said goodbye to me. I didn’t have time to choke up. You had already gone so far. - Jay Chou, "Excuses"

Last summer, you and I were smiling so sweetly in the photo, but now all that is left to me is your profile as you cried and said goodbye. Really, I never thought about breaking up with you.

I like the scene where you belong only to me in the crowd. When I pass by the Sumerian goddess, I make a wish in her name. My longing spreads like the Tigris River. When only the incomprehensible language of ancient civilization remains, the legend becomes an immortal poem - "Love in BC"

I recognized you, who belongs to me, in the crowd at first sight. We once made a wish together in front of the goddess: constant longing for each other and eternal love.

Rain falls in my old hometown, the grass and trees are thick. I heard you are still guarding the lonely city. The sound of shepherd's flute falls on that wild village. Fate takes root here. It's us - Jay Chou's "Fireworks Cool Down Easily"

A general met a woman in Luoyang city, fell in love with her at first sight and decided to spend the rest of his life with her.

However, the imperial court had issued an order, and the general had no choice but to go to war.

After years of war, Luoyang was reduced to ruins. The woman waited for her husband to return home and became a nun.

After going through many hardships, the general returned and found the ancient temple where the woman had become a nun, but she was no longer alive.

People told the general that there was once a woman waiting for him here.

The rain hasn't stopped yet and you're leaving with an umbrella - Jay Chou, "Peninsula Iron Box"

Is there anything that can't be discussed nicely? You didn't even have time to open an umbrella and left in the rain. What should I do?

But the rain gradually gets so heavy that I can’t see you anymore – Jay Chou’s “Sunny Day”

It's raining so hard that I can't see you. When the weather clears up, will you come back? She cried out.

The reason why these lyrics have such a strong visual impact is because there are specific symbols in the lyrics.

Human psychological activities are selective, and specific symbols will selectively direct human psychological activities toward a certain goal. Therefore, when words provide us with an impression, memory and direction of a target, the human brain will produce a scene picture that is understandable and easy to associate.

The lyrics contain symbols that instantly grab you and take root in your mind. "The rain is getting so heavy that I can't see you", "Rainy day", "Sheltering from the rain", "Nomura's lonely castle", "Making a wish in front of the goddess" are all symbols.

So, can adding symbols into the text create images, create scenes, and make it easier for people to accept?

Of course not. Some symbols look very grand and imposing, but are actually very unreal and empty. It is difficult to understand what they refer to and no picture can be formed in the mind. These are ordinary symbols.

So when we see empty copywriting full of fancy words, we have no sense of picture and cannot generate any associations. Even if we have read it, it is difficult to leave an impression.

For example, the most common real estate advertising slogans:

Integrity is eternal, a city of three excellences.

Pleasant river view and lofty mood.

The most beautiful river view, enjoy the highest realm.

Take a good look at it. Symbolic elements are indeed used here, but these ordinary symbols cannot play a scene-based directional role. Of course, this does not mean that this type of copywriting is bad. If the brand 's appeal requires high-end packaging copywriting that shows emotion and style, this type of copywriting can also be considered.

It should be noted that in addition to considering logic and strategy, suitable copywriting also requires excellent expression, that is, solid writing skills, but excellent expression is not just a pile of gorgeous words.

The other type is effective symbols, such as the lyrics of Jay Chou mentioned above, most of which are extremely effective scene symbols.

So what exactly are scene symbols?

2. The magic of scene symbols

The so-called scene symbols are symbols that can touch your heart, activate the scene, and describe the picture.

Scene symbols mainly appear in people’s past practical experiences, and these symbols have had an intentional or unintentional impact on them.

Scene symbols bear the important responsibility of building scenes. Most of the consumers’ demands are actually related to specific scenarios and are directly affected by specific scenarios.

Copywriting with scene symbols can construct a simple life scene, stimulate consumers' immersive feeling, thereby occupying consumers' minds and starting their behavior chain.

For example. When you are preparing to attend a masquerade ball, you will enter the "ball" scene and be directly stimulated by the "ball" scene, generating a demand for strange makeup and costumes.

When you are ready to start long-term, periodic running, tennis and other sports, you will enter the "sports" scene and have the need to buy sports equipment.

When you are writing copy... Sorry, there doesn’t seem to be any specific scenarios for copywriting. Does the scenario of irritating copywriters mentioned in “Copywriting is Not as Easy as You Think” count?

While writing this article, I listened to the super scene symbol "Octave Space" again.

–Hey, miss, do you have the “Peninsula Iron Box” for sale?

–Yes, it’s on the second row of shelves when you turn right from the front.

–Oh, ok, thank you.

-Won't.

I have been walking on the path of copywriting, but unfortunately time has been silent.

It doesn’t matter, just think of it as reliving your youth again.

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