Is it difficult for users to remember the advertising copy? Try these 5 copywriting templates

Before reading, please think back. What are the advertising copies that you can remember after reading them once or twice?

Here are some advertising copy that I can remember immediately after reading it once or twice:

“Sweeter than first love (a fruit stand advertisement I saw online)”

“The warmest road is the road home”

"When Remy Martin opens, good luck comes naturally (Remy Martin)"

What role does advertising copy play in making it easier for users to remember?

It has a huge effect!

Just imagine - assuming that we have done enough research on the product's selling points, user insights, etc., if the final expression of the copy can make users remember it after reading it once or several times, this is an effective way to reduce marketing costs and improve communication efficiency!

For example, if you want to highlight the product advantage of your fruit being "very sweet", if you say "My fruit is very sweet", nothing will make it easier for people to remember the product advantage of your fruit than "sweeter than first love" - ​​and it will also be more likely to attract users' attention from many homogeneous products, thereby improving communication efficiency.

So how do you write copy so that it is easier for users to remember?

Many people may say (including Mr. Monster before):

. The copywriting should be more elegant and beautiful

. Write shorter text

. …

But many times, users can’t remember the advertising copy we write, not because the copy is not literary or beautiful enough - for example, "This house is like a dream" (literary, beautiful) is not more memorable than "This house is like a palace"; nor is it because the copy is very short and easy to remember . Although the length of the copy also has a certain relationship, it is not the main reason.

In fact, many advertising copies are difficult for users to remember. The main reason is that we do not write the copies based on the user's feelings. Because when people accept things from the outside world, they first perceive the outside world at the feeling level. For example, if we want to know the taste of a piece of cake, the most direct and effective way is to try it with our mouth - this is to perceive the taste of the cake through our taste system.

Humans have five major sensory systems: vision, hearing, smell, taste and touch. When conceiving the expression of copy, we can also use these five sensory systems to design our advertising copy - thus making it easier for users to remember your copy and more effectively highlighting the characteristics of the product.

Next, based on the five sensory systems mentioned in the book "Super Symbols Are Super Creativity" and Mr. Monster's experience summary, I will tell you in detail how to use these five sensory systems to write advertising copy that is easy for users to remember.

Visual copywriting is copywriting that has a visual sense. Because images are more expressive than text and have a lower memory cost. Copywriting with a sense of picture is an indirect form of image.

For example, if the power bank you sell is very small, you might say “only 10 cm long and 2 cm in diameter” instead of saying “as small as a lipstick” which is easier to remember (from the copy of Nanfu power bank) - because this is the use of visualization methods, which gives people a sense of picture.

Here are two tips for writing with a sense of picture:

Compare the product copy with things that the target users are familiar with to make the copy more vivid and easy to remember.

For example, "Guazi Used Car " is easier to remember than "Youxin Used Car". Because melon seeds are something we are familiar with, with this analogy, we feel that the brand name is very vivid and naturally easier to remember. This is why many brands like to use various animals and plants to name their products. For example, the WIFI of Guangzhou Metro is called "Peanut Subway WIFI", and a domestic investment institution is called " Panda Capital", and other brand names are very easy to remember.

There is also a small power bank that is “as small as a lipstick”, which is compared to common lipsticks (because most people who buy such a small power bank are girls who like shopping and are very familiar with lipsticks). Not only will people remember this advertisement immediately, but they can also easily understand the advantages and features of the power bank product.

Describing the product’s greatest advantages and features in detail is also a technique to give users a visual sense.

For example, many memorable stories are largely due to the detailed description of certain details. For example, many sensational and viral entrepreneurial stories often say, "In a quiet street corner late at night, I was alone, gently wiping away the tears from the corners of my eyes with my right hand..."

Similarly, this "detailed description" technique can also be used when writing product copy.

For example, Rolls-Royce once had an advertisement title that read:

"1. At 60 miles per hour,

The loudest noise inside this latest Rolls-Royce comes from the electric clock. ”

Although this advertisement is a bit long, it is not difficult to remember, and it also cleverly highlights the advantages of the car such as stability and quietness.

What does auditory copywriting mean? Auditory copywriting means that if the advertising copy you write has the characteristics of "catchy and easy to repeat after hearing", it will be easy to remember. This is the auditory system (sound) of the sensory system . Because sound is also an important way for us to receive information from the outside world.

Here are 4 practical techniques for creating auditory copy:

Why are the lyrics of many songs and even many difficult-to-understand ancient poems easily remembered and circulated? A big reason for this is that the words and sentences rhyme.

For example, the well-known company name " Alibaba ";

"When Remy Martin opens, good luck will come naturally" (Remy Martin advertising slogan);

"I won't accept any gifts this year, the only gift I'll accept is Melatonin" (Melatonin advertisement).

Therefore, if your advertising copy can incorporate rhyme techniques, it will also be a way to be easily remembered.

Associate product features and directly provide some kind of action instructions. If this technique is used well in advertising copy, it will not only be simple and easy to remember, but also directly express the characteristics of the product.

For example, the well-known Wanglaoji advertisement:

"If you don't want to get angry, drink Wanglaoji";

Dongpeng Special Drink advertisement: "When you feel sleepy and tired, drink Dongpeng Special Drink."

These are all techniques that directly use action instructions to express the product copy. Especially suitable for functional products.

This technique involves putting two conflicting or inconsistent ideas or things together for comparison. The conflicting and contrasting auditory copywriting taps into people’s curiosity—“Why do you say that? This is really interesting” (breaking the inherent cognition).

For example, there is a well-known sentence "Life is not just about getting by, there is also poetry and the distance" - comparing the conflicting things "getting by" and "poetry and the distance".

For example, most of Mi Meng ’s article titles are of the “conflict and contrast” type:

"I treat you as my husband, and you treat me as your womb"

This article caused quite a stir on the Internet - it cleverly contrasted and conflicted "husband" and "uterus", making people remember it at first sight.

Many people like to adapt idioms and proverbs because these sentences and words are already very familiar to us and we can remember them as soon as we hear them.

For example, the shower head - "as you please".

Washing machine - "Love without getting your hands wet" (Can't put it down)

Scarf - "the icing on the cake"

Please note that some idioms may involve intellectual property rights and other issues, so you need to understand them clearly before using them.

summary

Since the content of this topic is too long, I will share with you the remaining three methods of "olfaction, taste, and touch" next week. It is recommended that you first practice the "visualization and auditory" copywriting methods in order to achieve better article reading results.

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

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