How to use “scenario-based thinking” to write copy?

We often mention "using scenario-based thinking" in copywriting skills, but many friends say that they still don’t know how to use it. Today, we will talk in detail about how to use "scenario-based thinking."

1. Why do we need scenario-based thinking?

Some friends write copy like this:

It sounds like there's nothing wrong with it, and it seems pretty good. But the truth is - writing like this will not impress readers.

Because when a copy like "anytime, anywhere, use it whenever you want" is written, it means that the difficulty of the usage scenario is handed over to the readers . Readers are too lazy to think about it seriously and will only use ten thousand reasons to reject you.

Therefore, you need to list the readers' usage scenarios, and it is best to describe them vividly so that when they see the text, they can think of a picture. By imagining using the product, they can increase their sense of happiness.

2. Excellent Case Studies

What does good scenario-based thinking look like?

For example:

The target users of a juicer are white-collar women, so the copywriting is also written for this group of people:

In this passage, the scenes of squeezing milk for breakfast every day, squeezing milk when going home at night... are described in detail, making readers feel "Wow, my life will be very different if I had this!" So the desire to buy will also increase! This is the beauty of describing “usage scenarios”.

An e -commerce company sells Muscat sweet white sparkling wine and lists the following advantages of the wine:

1. It comes from Mingzhuang, Italy, and is delicious and suits the taste of the general public.
2. The small bottle is 375ml and the large bottle is 750ml, which is convenient to carry;
3. The packaging is beautiful, and the bottle label has elegant Italian text and hand-painted flower pictures;
4. Screw cap, unscrew the bottle cap, put a straw in and you can drink.

When you see such copy, you may be tempted, but you won’t buy it immediately because you haven’t found a time to drink it, and in the end it becomes something you can drink or not.

After considering this issue, the advertisement was changed to:

Drink Coke and eat popcorn while watching a movie ? Let’s try something different. I put two bottles of sweet wine in my bag, and when the movie starts, I unscrew the bottle caps, put a straw in, and finish one bottle during the two-hour movie. If you go to the movies with your bestie/partner, you can bring a 750ml bottle, put two straws in it, and take a sip each. You'll instantly feel like "we have the whole cinema to ourselves."

I don’t know if you have ever experienced this situation: you are under great pressure at work, feel tired, and when you get home you don’t want to say anything and just want to drink quietly by yourself. Before I knew it, half the bottle was gone and I was drunk. As for wine, it’s better to drink with friends, chat while drinking, talk about unhappy things, and make the other person happy.

Good scenario copywriting is like this, not like an advertiser giving you high-level suggestions, but like a good friend who knows how to play giving you a great idea.

For example: Jiang Xiaobai’s scene copywriting is excellent.

Let me tell you that you can drink it when you go on outings or picnics in spring.

Tell your friends that you can drink at parties.

I also tell you that you can drink when you are in a bad mood.

When you see an advertisement like this, you finally don’t have to think too hard. You just have to decide whether you “like” or “dislike” it, and then consider whether to buy it or not.

Method Learning

Gain insight into your target customers’ typical daily routines and put yourself in their shoes to think about the scenarios in which they would use your product.

Take a working person as an example. They work most of the year, with weekends, short holidays, annual leave, etc. from time to time. Different days, different itineraries.

For example, in the copywriting of the Muscat sweet white sparkling wine just now, the author deeply analyzed the readers’ weekday, weekend, and holiday schedules, and reasonably placed the product in scenes such as watching movies, picnics, and gatherings, fully stimulating the readers’ desire to buy.

Please note: how the author makes it easy for readers to think - in order to get readers to buy wine to go with the movie, he even helps readers find the movies to watch! In order to persuade readers to go on a picnic, he even found reasons like "Cherish the short spring"!

This originally niche wine was sold out within 3 days due to the "teasing and stimulating" copywriting. Three months later, it was put back on sale at the request of fans and became a new best-selling item of the official account .

IV. Conclusion

Gain more insights into your target customers’ daily schedules and think about what they will do on weekdays, holidays, weekends, and other specific scenarios. Then make these scenes more detailed and specific, and use some rhetorical techniques reasonably to stimulate customers' desire to buy.

"Scenario thinking" can stimulate the desire to buy and make readers think of the happiness they feel from using the product again and again when they see the copy, making the product truly a good thing that they use frequently and cannot do without in their lives.

The author of this article @生鲜小龙虾 is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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