Why is the copywriting of "Jiang Xiaobai" so popular!

I don’t know if you have noticed, but there is a type of wine whose advertisement is more famous than the product, and its copywriting is more popular among young people than the wine itself.

It is Jiang Xiaobai , and its copywriting can be called the Durex of the wine industry.

I don’t know if you have ever been in the same situation as me. Although I don’t drink, I still buy a lot of wine bottles just to collect the 48 personalized quotes printed on them.

Because these spoken language videos are for me to express and help me speak out.

Figure 1: Jiang Xiaobai copywriting

I don’t know if you are as curious as I am about why Jiang Xiaobai was able to grow from 0 to 1 billion in 5 years, and last year it was among the top ten liquor brands , winning this honor together with Kweichow Moutai and others?

What on earth did it do right? When I couldn't sleep at night and had no appetite because I couldn't get the answer, I came across Master Sugarman's "Copywriting Training Manual", and was surprised to find that all the unknown secrets behind Jiang Xiaobai were in this book.

This is the secret I want to share with you that I gained from the book. It opens a window for copywriting professionals, copywriting enthusiasts, writing enthusiasts, and even people who have writing expression barriers in life and work.

As Jack, the author of the best-selling book Chicken Soup for the Soul, said in the recommendation: "For many years, I have been an admirer of Sugarman's copywriting and marketing strategies, and have benefited greatly from imitating his copywriting advertisements. Sugarman allows all of us to glimpse his secrets through this book, which should be priced at $2,000 because it contains so many principles."

Next, my sharing will be divided into two parts. The first part focuses on the "Tao" - insights into the secrets of the "Copywriting Training Manual" and the "134" model methodology, and applying them to our lives and work. The second part talks about "techniques" - dissecting the case of Jiang Xiaobai and what techniques it focused on to become so popular.

Part 1: The Dao of Copywriting—“134” Copywriting Secret Principle Model

So what is the secret to copywriting?

In summary, it is called the "134 model" key.

1. Establish the concept that copywriting is a systematic project;

3. To write a good copy, you need to grasp three key points: understand the product, understand the users, and understand communication.

Fourth, in the process of writing copy, we must fully mobilize the listening ears, keen eyes, empathetic heart, and hands of action, so as to write interesting, informative, and powerful high-level copy.

Figure 2: 134 model of copywriting

134 Model 1: Copywriting creativity is a systematic project

Writing copy is a systematic project. The creation of a copy requires not only a lot of summarization and organization work, but also a process of strategy formulation, brewing, and polishing.

001 The Essence of Copywriting Creativity

A product and brand must be disseminated through specific channels so that consumers can understand the product, become familiar with it, trust it and make purchases. Advertisements and copywriting become the bridges connecting products and users in these communication channels.

By communicating product features and brand value through copywriting and serving target customers, it is possible to influence users and generate purchasing behavior.

As a copywriter, there are a series of steps to influence consumer behavior and encourage them to spend money.

002 Three Steps to Writing Great Copywriting

Author Sugarman proposed 7 steps to write great copy, which I summarized and simplified into three steps:

Step 1: Before writing the copy, you must research the product and the target users .

Become an expert on the product or service you plan to sell. The more you research everything about it, the more great ideas you will come up with .

At the same time, understand your target users. What can motivate your potential customers to eventually become your customers? Who is your typical customer? Understanding these can broaden your horizons and inspire a lot of creativity.

Step 2: Put your ideas into writing. Don’t be perfect.

Write your title and subtitle. They must grab the reader's attention and create enough curiosity to prompt the reader to start reading.

Then start writing the copy and write down all your ideas. The key point is to put everything in your mind about this object into action. Create a first draft and complete it first.

Step 3: Polishing into a shiny work

Start revising the copy to make it concise and interesting. Leave it alone for a while to set, then repeat the polishing process until you are satisfied with the result.

Copywriting is the bridge between products and users. Implementing the three-step principle of copywriting will ensure that a brilliant work is polished out.

134 Model 3: Understand the product and focus on its highlights

001 Information collation work

Sharpening the knife does not delay the chopping of wood. In copywriting, collecting and organizing information is the most basic work of copywriting creativity.

When many people receive copywriting work, they tend to rush to create, but ignore the most important work of organizing information. Only by understanding the product can you determine its core value. Products are the foundation of a brand. Without products, no matter how good the brand image is, it will be reduced to zero. The role of copywriting is to create this connection .

In the early stage of information collation, most of the work involves searching for desk materials, such as the industry background of the product, competitor's copywriting, etc. With a preliminary understanding, conduct on-site product interviews with questions.

002 Conduct product interviews with questions

Before writing a copy, you must interview the company's product manager , designer, project sponsor and other key personnel to understand the following issues:

Why was this product designed?

What are the highlights of the product?

What is the selling point that has the potential to become a hit?

What effect do you hope to achieve?

Then, based on this, we present the product in a very powerful way, express the essential characteristics of the product vividly, and then explore what the essence of this product is in the minds of users.

For example, the author Sugarman works as a copywriter for a watch company. In order to bring this new electronic watch to the market, most electronic watches at the time used liquid crystal displays. When checking the time, you needed to press a button to illuminate the display. This watch company installed a small container behind the display, which contained an inert and radioactive substance that kept the display lit.

He went to the laboratory to investigate and learn as much as possible about how an electronic watch is designed, produced and assembled. He asked the engineer more than 30 questions.

“Why hasn’t anyone thought of using this radioactive material in watches before?” was another question he had.

The engineer replied: "Before, we had no way to put this radioactive material in a transparent container without it leaking, until someone developed the technology of laser. The laser seals the container."

Sugarman finally got the creative answer he wanted, discovered the highlight of this product, and came up with the concept of "laser beam electronic watch" for this electronic watch packaging.

Understanding the product is the first step to writing good copy. The more you know, the more easily you can apply it. Remember to focus on learning and studying your product!

134 Model 3: Understand the product and focus on its highlights + Understand the user’s inner thoughts

If you don’t understand your users, you’re in a very bad position.

Both product design and copywriting should start from the user's perspective, deduce the user's psychological incentives to be considered when writing copy, understand the user's voice, and speak their mind in order to capture their minds.

This is the key that the author, Master Sugarman, understood and applied after years of failure, experience and gradual deepening.

In this book, Sugarman lists 23 psychological triggers, each of which is effective. Here I will focus on the three most powerful ones.

Tip 1: Tell a story to create emotional resonance

People love stories, and using stories can create an emotional connection or bond that makes users want to listen.

Good storytelling has several characteristics:

001 The positioning is small, and it’s all about people. Audiences are tired of unappealing big talk. Telling an ordinary person's story in the copy and giving it emotion will make it easier to win the favor of the audience.

For example, the series of texts on Alipay 's ten years of bills is a typical example of telling stories about ordinary people. It shows the application of Alipay in life through vivid, interesting and different individuals. Readers will immediately have an urge to "check my own bill, too."

Figure 3: Alipay series copywriting

002 There will be resonance in the story

A good story always resonates with a certain group of audiences. When writing copy, you should grasp the readers' emotions and resonate with them. After reading your copy, make the readers feel happy, thinking “How does he know what I think?” and “He expressed my thoughts.”

The second trick: Sense of participation – people are emotional and blind

Sugarman worked as a creative copywriter in his early years and published a copy for the Franklin spelling computer. If consumers can find the misspelled words in the ad, circle them and send them back to the company, they can get a $2 discount for each word they find. The more you find, the more discounts you can get.

Does it sound a little incredible? After it was published, we received countless feedbacks. Some told him they were just trying to find the wrong words and that they had never taken advertising seriously.

Sugarman’s insight was to use engagement mechanisms to make users believe that they owned the product, that they liked the product, and what it would be like to own the product. Incorporating participation into copywriting is very effective, after all, people are emotional and blind.

Xiaomi is one of the companies that has maximized participation. Relying on the participation strategy of "playing with users", it has grown from 100 hardcore fans in 2010, to 500,000 in 2011, and then to 1 million users in 2012.

Figure 4: Xiaomi’s participation strategy

The third trick: the principle of contrast - only with contrast can there be differences

This is very clear, by positioning the product, comparing it with other products, or by proving the value of your product in some aspect, you can rationalize the user's purchase.

What we have seen more often is attracting users by offering discounts. Whether it is a low-priced product or an expensive product bought at a lower price, discounts will amplify users' greed, and this trick is very effective. The 50% off sale on Taobao during Double 11 and the 50% off sale on JD.com during June 18 made people rush to buy products like crazy. It has to be said that this is a manifestation of merchants magnifying this influence to the extreme.

This is a comparison with "X Y Type Copywriting Method" written by Li Jiaoshou, a rising star in the copywriting industry. This is also a good application example of the comparison principle.

Figure 5: Li Jiaoshou’s XY copywriting

Copywriting is a powerful weapon for businesses. It uses psychological inducements to get into the hearts of users and find ways that users are willing to accept.

134 Model 3: Understand the product to capture the highlights + Understand the user to get to the heart + Understand communication to promote action

What is copywriting communication?

In the words of author Sugarman, it can be "positioning", a product is positioned or placed in a way that attracts the user and thus influences his purchasing action. It can also be called a "unique marketing strategy" or even a "gimmick."

If the previous steps of understanding the product and highlighting its highlights, and understanding the users’ hearts are all homework, then the final “finishing touch” is understanding how to communicate and promote action. The ultimate goal of copywriting is to make users willing to pay for the product.

001 Sell the concept, not the product

Master Sugarman pointed out: Never sell a product or service, but sell a concept.

You are selling the smell of steak, not the steak; the concept, not the product.

We can take the electronic watch as an example. When it first came out, the product was very unique or novel. The product itself was also a concept, and the copywriting showcased the product’s diverse features. There is no problem with this either.

But as more and more electronic tables become available and everyone knows what they are and how they work, electronic table copywriters must use a unique concept to distinguish their features.

We can look at the copywriting of electronic watches. There is the world's thinnest electronic watch, an electronic watch with a built-in alarm, and even an electronic watch equipped with a laser beam during the manufacturing process. Have you noticed that there are many different concepts at this time? When concepts are used to sell electronic watches, the product is no longer a concept.

Finding out the concept is usually not an easy task, every product has its unique selling point that differentiates it from other products. You need to discover the uniqueness of the product, so that the simple positioning and concept extension of the product will become very powerful.

002 Add purchase protection to relieve your worries

After you find the concept of product differentiation, you need to make it rational for users to buy immediately by asking whether there is a satisfaction guarantee, how is the after-sales service, whether the logistics is convenient, and whether it is easy to place an order. With these guarantees, the probability of prompting them to make a purchase will be higher.

134 Model 4: Listening Ears + Sharp Eyes + Empathetic Heart + Hands of Action

We have talked about the essence of copywriting creativity before. It must fully stimulate and mobilize users' sensory, emotional, thinking, action, association and other perceptual and rational factors, and use means such as watching, listening, using and participating to redefine and design the expression of copywriting in the Internet era.

Obviously, writing good copy is more difficult than in the past. It requires you to feel, capture, and explore with your whole heart in order to write good copy. Therefore, we summarize the four points that Master Sugarman suggests to copywriters:

A pair of ears: Listen to the voices of customers, users, etc. and find the ears that connect the bridge.

A pair of eyes: a keen eye to collect information, understand products, and find product positioning.

A heart: Insight into human empathy and understanding that copywriting must resonate emotionally with users.

A pair of hands: hands that take action to implement, iterate, optimize and modify.

Copywriters who follow the above four points will definitely be able to write interesting, informative and powerful copywriting masterpieces.

Part 2: Dismantling the Jiang Xiaobai Case

A careful review of the rise of Jiang Xiaobai shows that the reason why Jiang Xiaobai became popular is that it treats the entire copywriting as a systematic project, from product innovation, expression and voice for users to marketing creativity. The copywriting masters behind them listen to the emotions of young people, use their keen eyes to perceive the opportunities of product categories, approach the hearts of young people with a rational heart, and use their hands of action to achieve remarkable results year after year.

This is highly consistent with Master Sugarman's "134" copywriting model, and there are many points that can be disassembled. I will focus on disassembling Jiang Xiaobai's use of the third point in the "134 model": understand the product and grasp the highlights, understand the user's heart, and understand communication to promote action.

001 Understand the product and grasp its highlights: seize the first opportunity in the category

Throughout China's 5,000-year history, our shaping of wine culture has been concentrated on two words: high-end.

Every bottle of wine emphasizes that it is brewed using traditional methods, has deep historical and cultural roots, and even has ancestors who are relatives of the emperor. Almost every bottle of wine is trying every means to do something irrational: stay away from ordinary people.

But Jiang Xiaobai is different. It positions itself as a "youthful wine" and approaches people in a friendly way.

Liquor is no longer just a round-table culture or a class culture, but can also be a simple and pure moment of drinking with a few good friends, which has changed the consumption scenario.

It also uses "light" flavored sorghum liquor to change the cognitive logic of the liquor industry for thousands of years, making liquor younger and more personalized.

002 Understand the user’s inner thoughts

• Every personality quote tells a heart-wrenching story

We can use the storytelling LOCK model to break down this picture:

Figure 6: A scene from Jiang Xiaobai’s story

Use the story LOCK principle to break down the plot and emotions of the copy. Only wonderful details and emotional resonance can retain the readers' attention and make them unable to stop.

a. Leader: A young man who laughs and pretends to be calm in front of others during the day, but misses his ex-girlfriend terribly at night and goes out to buy alcohol to relieve his sorrow.

b. The protagonist’s goal (objective). I want to forget my ex-girlfriend, but I don’t want to talk to my friends about it. I’m afraid that my friends won’t understand this feeling or that I’ll be laughed at by my friends. So I can only go through this journey alone.

c. Conflict (confrontation). Under the influence of alcohol, I missed the past even more, and my worries surged into my mind, but I rationally told myself that that was the person I could not keep.

d. Knockout. When complex emotions such as longing, regret, etc. ferment under the influence of alcohol, and the heart has nowhere to rest. Jiang Xiaobai speaks for and expresses on behalf of this type of users: "Things that cannot be said are called worries, and people who cannot be kept are called stories."

Figure 7: Story copy scene analysis

Jiang Xiaobai's copywriting always speaks for the users, and it touches their hearts time and time again.

• Mobilize participation

Jiang Xiaobai is a "talking product". Its "expression bottle" advocates using a simple sentence to replace those flashy languages ​​to communicate, rediscovering the most sincere part of speaking in daily behavior, and making the bottle a carrier for young people to express their attitudes and behaviors.

Jiang Xiaobai "Expression Bottle" has developed an H5. Anyone can scan the QR code and use the special medium of Jiang Xiaobai wine bottle to convey a message to the outside world, which can be the recent mood or a call to friends.

This is very similar to Xiaomi's "Sense of Participation", coming from the people and going to the people. With millions of UGC participating, everyone is a self-media and has communication attributes, which solves the problem of deep interaction between consumers and products and satisfies the requirement of making the product a super media.

Figure 8: Jiang Xiaobai expression bottle

003: Understanding communication promotes action

After product innovation and user insights, Jiang Xiaobai established a set of brand logic in the minds of young consumers: Jiang Xiaobai = 8090 = our emotional alcoholic beverage.

Jiang Xiaobai is not only fun, but more importantly, it can hurt your heart! Using "wine" to go unconventional time and time again interprets the attitude and inner expression of the youth of the 80s and 90s - it's not rebellious, it's just that they don't like to follow the rules.

In addition to expressing the resonance in life, Jiang Xiaobai also repeatedly calls out in more artistic scenes, letting the world hear the voices of young people and letting young people see Jiang Xiaobai's voice:

Frequently appeared in popular youth TV series: "Mr. Good", "Hot Pot Heroes", "Passing by Your World", etc.

Invite young artists to create content and hold art exhibitions on the bottle

Gather all the hip hop rap masters to hold music concerts

Not only that, Jiang Xiaobai has broken the traditional single operating idea of ​​the liquor industry that "good wine needs no bush", resolved the growing sense of isolation between the liquor industry and consumers, and is willing to start a true two-way interaction between the company and users.

After the concept is packaged, the sense of isolation is eliminated, and the worries are resolved, how can users not take action to purchase?

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

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