Is it difficult for users to remember the copy? Try these 5 copywriting templates (below)

For example, if your small power bank has the product advantage of being very compact, if you directly say "10 cm long, 2 cm in diameter", it will be easier for people to remember than the copywriting of "as small as a lipstick". Why?

Because the copywriting expression "as small as a lipstick" adopts a visual image analogy method, comparing the "small" product advantage of the power bank with the lipstick that is familiar to the target users (mostly women), users can remember it immediately after seeing the copywriting and can also more easily understand the advantages and characteristics of the product.

Okay, last week we talked about visual copywriting and auditory copywriting . This week’s article will continue to share the remaining three copywriting expression methods: tactile copywriting, taste copywriting, and olfactory copywriting.

If your product features are more of a sensory experience, you can use a tactile copywriting approach. For example, products that are mainly based on experience, such as the massage chair experience and hotel accommodation experience.

So, how can we make this type of product copy easier for users to remember?

Personalize your writing.

What does this mean?

Your ad copy should be like a person with a personality, representing the personality traits of a certain group of people. It should represent what the user wants to say most, just like the feeling of "No one knows me better than you."

The theme copy of the event planned by Xin Shi Xiang is " Escape from Beijing, Shanghai and Guangzhou in Four Hours". When users who originally had such needs saw this copy, they felt that another self in their heart was calling out to their current self - "I was hesitating before, and it really speaks my mind! Okay, take action now..."

The promotional copy of an event by a Taiwanese publishing house, "I am afraid of people who read", makes users feel that a person with personality is talking to them. Not only does it make it easier for many people to remember the copy, but it also impresses many people to start reading.

If your personalized copy hits the target users' pain points (it hurts), they will naturally remember your advertising copy.

Below I have summarized four common types of personalized copywriting, which you can use flexibly according to the characteristics of your product:

Some product features or the users they target tend to be passionate and unrestrained, and the copy should also be consistent with their style, so that these users will feel that "this is my style" when they see the advertising copy, and will also make users remember your copy more.

For example, the Remy Martin advertisement above says, "Once Remy Martin is opened, good luck will come naturally."

In addition to the auditory effect of the accompanying rhyme, it also gives users a passionate and unrestrained feeling. For products like brandy (alcohol), most of the usage scenarios are in occasions of moving moments, and people in these occasions and times tend to prefer an atmosphere of enthusiasm and joy. So, it is consistent with the feeling expressed in this advertisement.

Following the same idea, if you find through analysis that the style of the group your product is targeting tends to be strong and motivational, your advertising copy can adopt a consistent style.

For example, many sports product advertisements often use this type of motivational and strong personalized copy:

Nike 's "Just do it" ad

Li Ning's advertisement "Everything is possible"

ANTA “keep moving” (never stop).

Users who like sports tend to feel more motivated and uplifted, so advertising copy needs to express this feeling in a personalized way, so that the target users will feel as if they are of the same cultural type, triggering people's sensory system and making it easier for them to remember the copy.

This kind of high-cold style of copywriting can be said to be a model in many car advertisements, but it is also criticized by many people as copywriting that "does not speak human language."

But the copywriting style that Mr. Monster shares here is to use a cool and presentative style to represent the personality of a certain group of people who experience a brand or product.

For example, Vancl in previous years:

This type of copywriting appears to be in a cool style on the surface, but in fact it reflects a niche culture that is aloof, uninhibited and dares to be different. If your product is positioned for this type of user group, you might want to consider using this cool and personalized style to express your copy. Accurately expressing the voice of the targeted user group will naturally gain the user's recognition, and the copy will be easily remembered and self-spread by users (many users will help you forward what you write).

After reading this, I believe you have a certain understanding of the personalized expression of copywriting.

If you were to write copy for household items like mattresses, how would you write it?

The experience advantages of some products are not suitable to be expressed in a passionate, strong incentive or cold and luxurious style. You might consider a gentle and caring copywriting style. For example, the biggest advantage of a certain brand of mattress is that it is soft and comfortable.

( Taobao screenshot)

After reading this copy that reflects the "softness and comfort" of the mattress, did you feel "heart-touching" or moved and remember this copy?

I looked at it and it didn't make me feel that this product was "soft and comfortable". I see that many e-commerce detail pages like to write like this, which is not personal enough. This is a gentle and caring product copy, so it should be expressed with caring words.

For example, the caring words that reflect "softness and comfort" are:

Breathable mattress (soft and breathable),

Caress your tired body during the day (showing comfort characteristics),

The bed you can change as you change (from a foreign brand advertisement, showing its soft and changeable characteristics. I guess Mr. Monster needs to take CET-4 exams first)

The above are just words that come to mind temporarily in a short period of time. When you actually write the copy for the brand, you need to spend more time to study more gentle and considerate expressions.

It should be noted that in reality, many start-up brands are not suitable to blindly imitate the positioning styles of these well-known brands, and should seek their own product positioning in other more differentiated markets. This allows your advertising copy to be expressed and communicated in a consistent manner with your product positioning, making it easier for users to pay attention and remember you.

Taste, which is what we often call "taste". If your product stands out in terms of taste, you can use this kind of taste-based copywriting. The "taste" here can be divided into two types:

For most products, if a certain taste (sweet, sour, bitter, spicy, etc.) is their biggest advantage, but users cannot try the fruits (such as fruits in online stores), and they want to let users perceive this product feature through copywriting - if they keep saying "our fruits are sweet, really sweet", I believe that it will not effectively impress users, nor will it leave a deep impression on users.

what to do?

You can use analogies that are similar to your product’s strengths to make it easier for users to understand and remember.

For example, if you say that the oranges you sell are very sweet and you want to reflect the product feature of "sweetness" in your advertising copy, think about what similar objects can be used for analogy. For example, you can use the “peach” which is generally recognized to be very sweet to describe it as “sweet as a peach” and so on. But some analogies cannot be applied mechanically, for example, oranges are "as sweet as honey", which is a bit exaggerated (after all, today's users are very smart).

Therefore, if the selling point of your product is the sensory taste, and you want to write copy that is easy for users to remember and impress, you might as well use the taste copywriting method of analogy with similar objects.

The taste characteristics of some products are not just sensory tastes, but also tastes in our emotional memories. Such as emotional memories of childhood and first love.

If the advantage of your product is this emotional taste or can embody this emotional memory, you can use anthropomorphic analogies to express your copy. For example, the taste of childhood, the taste of mother, the taste of first love, etc.

Many of the current advertisements for private kitchens use anthropomorphic analogies such as "the taste of mom" or "the taste of home" in their copywriting. This type of copywriting can easily evoke people’s emotional memory, making it easier to understand its product features and copywriting.

I divide olfactory copywriting into two categories: one is products that use a certain smell as a selling point, such as the biggest advantage of your toothpaste is that it has a minty smell after brushing your teeth; the other is temperament-based olfactory copywriting. The advantage of this type of product is not in the sensory smell, but in the invisible temperament, such as your clothes are mainly to make people feel noble when they wear them.

However, whether it is the sensory smell characteristics or the temperament characteristics, these product characteristics cannot be seen, touched, or smelled in the copy. So, how can we make these characteristics visible and make them easier for users to understand?

If your product features an advantage in a certain smell (such as daily necessities, fast-moving consumer goods, etc.), you can also use the technique of image analogy to make the smell visible, which will make it easier for users to understand and remember.

For example, as mentioned before, if the smell of your toothpaste is your selling point, then the copy can directly draw analogies with objects with similar smells, making the smell visible and tangible - mint-scented toothpaste.

Can your product embody a certain temperament? Such as confident, sunny, noble, generous, etc.

If you want to make the selling points of your product more visible, you can also use the technique of image analogy. As mentioned before, the clothes we wear have a noble temperament, so we can think about what similar things can be compared to? For example, the image of the Queen of England that comes to my mind right now reminds me of the temperament of "nobility". When writing the copy, I can use this "visible" thing to show the temperament selling point of the product.

The same goes for perfume. For mid- to high-end perfumes, the smell accounts for less than half of the selling point. It is more about reflecting a certain temperament - making people who buy perfume of this brand represent people with a certain temperament.

“I wear nothing but a few drops of Chanel No.5.”

(I only wear Chanel No. 5 to sleep)

Therefore, if you want to show the advantages and characteristics of the product’s invisible smell or temperament, you can use similar things to make figurative analogies in the copy. This makes the advantages of its products visible and easier to remember.

Summarize

When the written advertising copy summary is difficult for users to remember, you might as well rethink your copy expression from the perspective of the human sensory system - express the copy in a visual, auditory, olfactory, taste and tactile way. This kind of copywriting expression pays attention to the user's feelings, which is naturally easier to impress users and make them remember your advertising copy.

Of course, you don’t have to blindly apply the five copywriting methods introduced in this article. You need to choose the appropriate copywriting expression method based on your product positioning, user analysis, etc., so that the copywriting is consistent with the brand or product positioning direction.

The author of this article is @怪兽先森 and it is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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