3 tips to teach you how to write pain point copy!

Do you remember the heartwarming video of 999 Cold Relief during Thanksgiving last year?

"Someone Secretly Loves You" successfully swept the circle of friends , paying tribute to the ordinary little warmth in life, which made people feel very touched.

Within a week of the release of the short film, 999 Cold Relief’s Baidu Index rose rapidly, up 132% year-on-year, successfully gaining a wave of brand favorability.

(▲ 999 Cold Relief Baidu Index rose)

Just as every self-media person has an ambition to earn 100,000+ followers, every copywriter also has a dream of creating a viral copy.

Unfortunately, most of you and me in front of the screen may not be able to use our own experience to tell how to create a screen-sweeping advertisement.

If you still remember Momo's "Don't Talk to Strangers ", JD.com 's "You Don't Have to Be Successful", Didi 's "U Know or Not" to promote Didi Tickets, Pechoin 's "You Should Be Proud" and the controversial "No One Will Forgive Your Poverty" series of posters from Ant Financial ...

Well, first of all, let me shake your hand. It seems that you are also a person who pays great attention to copywriting.

Secondly, we all know that the examples above are very thoughtful and even heartbreaking, which is why you and I will remember them.

But what exactly do these ads tell, what pain points of users do they capture, why are they easily spread among the masses, and what are the effects after they are spread?

This article hopes to analyze the common characteristics of these screen-sweeping advertising copies, study the logic behind them, and break them down and learn from the three steps of What, Why, and How .

1. What

What is it (content and pain points)

Here is an excerpt from the case:

Case 1

You don't have to write it down in a notebook.

Most meetings are a waste of time, and you don't have to pretend to be diligent and take notes all the time.

You don't have to smile all the time.

You don’t have to reply to every WeChat message or like every one.

…

You don’t have to make everyone happy.

You don’t have to bring gifts every time you travel.

There is no need to give gifts every time, and there is no need to calculate the seating arrangement at the dinner table.

You don't have to return home in glory during the Chinese New Year.

There is no need to give out such big red envelopes, and there is no need to drive everyone home.

…

You don't have to carry so much.

You don't have to succeed.

——《You Don’t Have to Be Successful》Jingdong Small Treasury

How do you feel after watching it?

At a time when success is being promoted everywhere, when you are tightly wrapped up in an invisible web of pressures such as rising housing prices, being single at the right age for marriage, and complicated interpersonal relationships, and feel that you are working very hard but can never find a way out -

When someone hugs you and says “you don’t have to succeed” and that you don’t need to burden yourself with too many expectations, do you feel like tears are about to come? Aren’t those boring meetings and tiring social interactions exactly what we are really thinking?

The use of the second person directly stirs up users’ emotions.

Others care about how high you fly, but I only care about whether you are tired from flying.

JD Xiaojinku successfully used reverse thinking and instantly found a breakthrough in users' minds.

Maybe we can’t achieve success in the secular sense even if we try our best; but should we really just give up as the copywriter says? No. A truly successful life does not lie in how much wealth you gain, but in the process of persisting in the struggle.

Therefore, the last sentence, "Your persistence, my support", makes people feel that you (the brand owner) understand me, you know that my struggle is nothing more than persistence, and you will also move forward with me, allowing JD.com's small treasury and users to achieve psychological unity.

Therefore, the first priority is to identify the user’s psychological pain points.

Only by grasping the pain points can we continue to use language to amplify emotions, allowing users to resonate emotionally and feel the irrationality of their current situation, thereby prompting the next step of change.

There are regular patterns in pain point psychology. Marketing expert Li Jiaoshou summarized 11 pain point psychological templates as follows:

1. Compensate yourself (after working hard, we often want to be nicer to ourselves and compensate ourselves.)

2. Compensate others (others have given too much to you, and you want to compensate them.)

3. Falling behind mentality (not willing to fall behind others, change behavior.)

4. Superiority complex (makes me feel superior to others and that I can show off.)

5. The psychology of choosing the best (I will choose the one that is more beneficial to me between two choices.)

6. Experience learning (don’t repeat the same failure or setbacks, make favorable choices now.)

7. Ideal identity (I also want to be the person you said.)

8. Identity avoidance (not wanting to be seen as someone you don’t want to be.)

9. Complete Mentality (Don’t let your previous efforts go to waste just because you came up just a little short.)

10. Dilemma (I want both options, it would be perfect if I could get both.)

11. Consistency (My ideas and behaviors are always consistent.)

The advertisement of JD.com’s small treasury takes advantage of the psychology of compensating oneself.

However, it is not a way of persuading users to enjoy a spa or buy a luxury item as a reward for their hard work, but a psychological recognition of the users' hard work, so they should naturally be nicer to themselves; then, it sends a signal to users, "I understand your efforts, and I can share your burden." The subtext is to use JD's small treasury money fund to make your journey easier.

After finding the pain points, scenario-based description in copywriting is also very important.

For example, Didi Chuxing’s “U Know or not” clearly uses the pain point psychology of “compensating others”. By describing the sacrifices others have made for you, the user's compensation psychology is stimulated, and they want to do something for others, thus naturally leading to the idea of ​​giving others a Didi ticket.

Case 2

You know today is our old classmates' reunion.

They will have a lot of fun.

But you don't know,

This party is not complete without you;

You know she cooks delicious food.

But you don't know,

The cheapest supermarket is nine stops away from your home;

You know he gets the biggest bonus in the company,

But you don't know,

He would wear out three pairs of shoes a month;

…

You know him,

But you don't know him.

——Didi Ticket "U Know or not"

This advertisement tells six simple stories between lovers , couples, classmates, and parents and children.

The writing starts from the subtleties of daily life, placing love, family affection, and friendship in scenes that we usually overlook. It uses the parallelism of "you know...but you don't know..." to present the perseverance, persistence, and strength of people around you that "you" don't know, as well as their helplessness, bitterness, and unwillingness. The subtle twists and turns in the plot are moving.

In particular, the use of numbers such as "9 stations away" and "3 pairs of shoes worn out" enhances the stickiness of the information and leaves a very deep impression on people.

2. [Why]

Why (will it be easy to spread)

If it touches users' pain points and stirs up their emotions, will it definitely lead to large-scale dissemination? Not necessarily.

If you want to trigger a screen-sweeping trend, a very important point is the active sharing by users on social media .

If it were you, what kind of content would you be willing to share?

The " social currency" theory proposes five psychological motivations for analysis, namely: finding topics to talk about, expressing ideas, helping others, shaping an image, and social comparison.

Among them , [expressing ideas] and [shaping an image] are the two values ​​that are most likely to make users actively share.

JD.com’s “You Don’t Have to Be Successful” speaks out everyone’s unspeakable pain and serves as an emotional catharsis;

Didi’s “U know or not” not only expresses gratitude for the contributions of others, but also shapes the user’s social image.

The most typical one is Momo’s “Don’t Talk to Strangers” series of posters.

Case 3

Don't talk to strangers.

Don't do anything new.

Continue to live your normal life.

Be a little more timid.

Don't be curious.

Just play what you know.

Stay away from adventure.

Some things are better to think about.

There is no need to change.

Stay in a familiar place.

Better stay home.

Listen to the same music,

See the same people,

Repeat the same topic.

Don't be too active.

Dreams should be realistic.

Don't try everything.

Just live like this.

——《Don't Talk to Strangers》Momo

First of all, the copy captures the contradiction between the young people’s desire for novelty, change, adventure and curiosity, and the older generation’s desire for stability and security, and stimulates young people’s avoidance of mediocrity.

If you are a young person who has always been questioned and restricted by your parents, but in your heart you long to break free from the shackles.

At this time, Momo's copywriting is the best expression.

At the same time, it can also help you create a young and fresh personal image in your circle of friends.

III. How

How is the communication effect?

It has aroused users' pain points and also found sharing value for users. It seems that "screen swiping" is just around the corner?

Don’t be in a hurry. Before launching a big advertisement, do a self-examination of the copy.

After all, screen swiping is just a means, and our ultimate goal is to achieve conversion or improve brand reputation.

Calm down and ask yourself three questions:

1. Is your product the first intuitive solution to solve the pain point?

Marketing cannot create facts, but should draw on the existing intuition and psychology in the minds of consumers.

If the pain points evoked do not need to be solved by your product, or there is a simpler solution, then no matter how painful the pain points are, it will be useless.

2. Can your product fill this pain point?

Creating fear is one of the common marketing methods, but you must ensure that the product can solve this fear, otherwise users may avoid the fear instead of buying the product. You have to be able to pull back the bullshit you have blown.

For example, Ant Financial’s controversial poster series “No one will forgive your poverty” evoked inappropriate pain points.

Case 4

The six-digit password is used every day to protect the two-digit deposit.

Only when your salary is deducted when you take leave, do you feel that your salary is too high

The whole world is urging you to get up early, but no one cares that you haven't had breakfast yet.

You know every line of cosmetics from every big brand, but you never reveal your products and only use the free samples.

I feel bad about the electricity bill at home and the rent at work

When I was little, I always lied to my parents that I had no money. Now I always lie to my parents, saying, “It’s okay~ I still have money.”

Only when you are financially independent can you dare to be your true self. Otherwise, you have to be yourself in a way that others like you.

I forgot how many years it has been since I graduated. Every time there is a class reunion, you can only take a ride with your classmates.

To be fair, from a copywriting perspective, the scenario-based description is very close to life and also captures the various pain points of young people who have no money.

Looking at these, it's not just heart-breaking, it's like being pierced by thousands of arrows! Moreover, it is very suitable for the self-deprecating psychology of the group, otherwise, it would not instantly detonate the circle of friends and chat groups.

But the problem is that it only points out the problem but does not solve it.

In response to the pain point of being poor, Ant Financial and several funds have jointly provided a solution of purchasing financial products, "letting financial management give life another chance." However, can money market fund management really solve the above problems?

For most people, if they have little money or lack the ability to bear risks, financial management is not suitable, not to mention that the returns on money market funds are actually not high.

The reason why Ant Financial received the so-called negative points for sentiment and zero points for conscience is that its solution could not support the connotation of this set of copywriting at all, and it dug a big hole for itself.

On the contrary, going back to the original case of the article, 999 Cold Relief, as a household medicine, it cures minor colds in daily life. Corresponding to this is the ordinary little warmth in the advertisement. The slogan "warm and caring" dispels the loneliness of having no one to take care of you.

Summarize

To create ads that go viral, you need to identify users’ pain points, use situational language to stir up users’ emotions, and find value points suitable for users to share. The purpose of screen swiping is not to create pain points for the sake of pain points. Therefore, it is necessary to do a good job of self-examination of the copy so that the pain points and the solutions in the copy are perfectly matched, which can ultimately promote conversion or improve brand reputation.

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

Product promotion services: APP promotion services Advertising platform Longyou Century