How to write copy for new products to stimulate users to buy?

After several months of all-night overtime work by the R&D department, the new product is about to be launched on the market. The marketing department has also been gearing up for a long time and the copy has been written, just waiting for this day to come. The theme is "New and shocking launch", and it is sure to attract a lot of attention after the advertising bombardment.

And then, it seemed like nothing happened. The overall market response was mediocre, which was completely different from what was expected. Shouldn’t it have caused the market to go crazy just like Apple’s “change everything once again”?

I believe most people have seen the above situation. The entire company invests all its resources to work overtime to develop new products. When people put too much effort into something, they will evaluate the value of that thing very highly, which can easily lead people into a self-perspective.

Therefore, the above situation occurs, where people think that consumers will evaluate the value of the thing in the same way as they do, but in fact consumers only care about their own affairs, such as what to eat tonight, where to pick up girls, what movies are released recently, and where to go on Sunday.

Yes, usually most people are too lazy to change anything. People tend to maintain the status quo. Unless they identify a problem, they will break through the status quo. This is also the dilemma faced by most new products. Consumers have no motivation to consume. What to do?

It's very simple. Just create a gap between reality and ideal for consumers, let them recognize the existence of opportunities or problems, and then you can arouse consumers' motivation to change.

Many people are unwilling to change their habits because there is no problem between their actual state and ideal state. It's like if you want to wake up a person who is used to staying in bed, most people will do something like this: "Hurry up and get up, it's 8 o'clock." After 9 o'clock, "Hurry up and get up, it's already 9 o'clock." "You haven't gotten up yet, it's already 10 o'clock, I'm going to be angry." In the end, the person may not get up even after you call him at 12 o'clock. (Consistent with the new shocking launch)

However, if you raise your ideal state of getting up, the situation may be completely different, such as "I bought your favorite breakfast, hurry up and eat it" or lower the actual state "Your wallet seems to be missing, hurry up and look for it"

By breaking the balance in this way, consumers will have a sense of lack, and in order to eliminate the tension caused by this sense of lack, they will take action, which awakens the psychological motivation of consumers.

So how can we use the gaps in opportunity and problem identification to awaken consumers’ motivations that they don’t originally have?

Generally speaking, it is nothing more than using the following two situations to awaken consumer motivation:

• Cater to their needs - improve ideals (opportunity identification)
• Warning against evil – lowering reality (problem identification)

Cater to their preferences

A big part of the reason why new product copywriting fails to impress consumers is that from a product perspective, they believe that as long as the advantages are promoted, a large number of users will flock to it. This worked in the past, but it no longer works. Now users are faced with an overabundance of choices. Only by letting consumers pay attention to themselves first will they be willing to change their old habits and choose new products.

Just like the example above, no matter how you remind him/her what time it is, it will be unsuccessful. For him/her, getting up means leaving the warm bed. Why get up? It is better to get a good sleep.

However, at this time, if you raise the ideal state of waking up, you may be able to stimulate his/her motivation. For example, you can use the like stimulation "I bought your favorite breakfast, hurry up and eat it" or use the avoidance stimulation "The summit will start with tens of millions of bonuses in a few minutes, hurry up and don't miss it."

By using liking and avoiding stimuli, you can first let consumers focus on themselves rather than your products or demands. In this way, consumers will recognize the existence of opportunities and are more likely to be awakened psychologically. You can then achieve your goals through these two stimuli.

So when there is no consumer motivation for a new product, try the following two methods to improve the ideal state:

• Love excitement——"I bought your favorite breakfast, hurry up and eat it"
• Avoid excitement - "The summit will start in a few minutes with a prize of tens of millions, hurry up and don't miss it"

Love excitement

Liking stimulation is to use consumers' learned emotional responses to specific things, observe what they like, pursue and support in life, and your product uses this to stimulate their consumption motivation, such as:

• When an ordinary mobile phone is endorsed by an idol, even if you don't like it, you can buy it as a backup phone to support the idol.
• An ordinary piece of clothing can be copied into a popular style to stimulate people to buy in large quantities.
• The Coca -Cola bottle design for women takes advantage of people's love for beautiful figures.

In the specific application of marketing copywriting, you generally only need to tell users that using your product can achieve the same effect at a lower cost, or that the product provides a very important stimulation that others do not have.

"1,000 yuan can't buy a pair of good eyes, but it can buy Bill Gates ' vision" - Eslite Bookstore

“There are no CEOs here, only neighbors” - Vanke

"I found a 5000 yuan replacement for Jiang Shuying's 5,000 yuan coat"

Avoid stimulation

Sometimes people take action more to prevent bad results than to simply create a good result. There are many such examples in life:

• Flipping fish reminds people of the capsizing of a boat. In order to avoid this unlucky situation, some fishermen in coastal areas do not flip the fish when eating it.
• Although the mobile phone shell is not beautiful, people still use it to avoid the risk of the mobile phone being broken.
• Although we don’t know if there will be an accident in the future, people still buy car insurance by default in order to avoid losses after the accident.

In marketing copy, you usually only need to tell consumers that using my product can prevent the bad results they have experienced in the past from happening again, or that not using my product may result in some kind of loss.

“If you missed the opportunity to start a business and Taobao , are you willing to miss out on WeChat business?” - A WeChat businessman

"Once you missed college, don't miss undergraduate studies again" - Suntech Education

"The marketing course carefully crafted by Ke Xue is now priced at 30 yuan, and will return to its original price of 300 yuan in one hour."

In terms of liking stimulation, if you observe that your product's audience has a certain liking stimulation, and your product happens to be able to establish a connection, you might as well use it to awaken the user's motivation. Avoidance stimulation can be used to help users avoid certain bad situations when using your product.

To warn them of what they hate

When you can’t find a way to improve consumers’ ideal state, you might as well try to break the balance by lowering the actual state and awaken their motivation by warning them of what they hate. For example, in the example above, you can say:

The emotional experience of disgust and fear can also make consumers focus on themselves first, allowing them to recognize the existence of problems and take action to eliminate the negative emotions of tension and discomfort caused by this sense of lack.

Therefore, in the application of motivational copywriting, we should also remember that if we cannot find a way to improve the ideal state, we should use a way to lower the actual state:

• Aversive stimulus - "Your wallet seems to be missing, hurry up and look for it"
• Fear and excitement: "It seems like there's a fire at Lao Wang's house next door"

Aversive Stimuli

Disgust psychology usually takes advantage of negative experiences that consumers hate, and people take a series of actions to eliminate such negative experiences. For example, we often see the following in life:

• Bad breath often brings some negative experiences to others. In order to get rid of this disgusting feeling, oral care is adopted
• Since I was often laughed at for my low-brow clothes, I learned how to dress from fashion gurus to eliminate the negative experience.
• Because I often drive on this road and get inexplicably deducted points, I take a detour to get rid of this situation.

In copywriting, this is usually expressed by reminding consumers that using your product can eliminate some bad negative experience.

For example, in 1917, in order to increase the sales of "razor blades", Wilkinson & Sword Company published an advertisement claiming that it was impolite, unhygienic and disgusting for women to show their armpit hair in public. Although this move caused condemnation from American women, the sales of its razor blades increased several times within a year.

Or, the classic advertisement of Jiaduobao , "If you are afraid of getting angry, drink Jiaduobao"

Fear Stimulation

Fear is a conditioned response that people learn to have, and they will try to avoid similar situations from happening again:

• If you were laughed at for giving a speech that was not good, you will try to avoid giving speeches again.
• You go to learn how to swim, and you get drowned once and it makes you feel very uncomfortable, and then you don’t want to continue learning.
• You were bitten by a snake, and from then on, any rope you see can cause you to feel fear (stimulus generalization, just like book IP and idol IP, the movies and peripheral products developed by the former and everything endorsed and used by the latter can get the same stimulus effect)

So what are the specific applications in marketing copy?

Usually you just need to tell consumers that after using your product, they can eliminate a certain fear. Here are some classic fear copywriting:

"Children who learn piano will not become bad" - Taiwan piano advertisement

"If you get pregnant, I promise you, your mother will kill you." - Condoms

"I'm afraid of illegal taxis"—— Shenzhou Taxi

If your audience has a negative experience that your product can eliminate, use aversive stimuli. Fear is about observing the fear that your audience has learned, and using your product can prevent this from happening.

Conclusion

When you are faced with the dilemma of no consumer motivation for new products again, you might as well use the following four sources of stimulation to wake up a person who is reluctant to get up:

• Love excitement——"I bought your favorite breakfast, hurry up and eat it"
• Avoid excitement - "The summit will start in a few minutes with a prize of tens of millions, hurry up and don't miss it"
• Aversive stimulus - "Your wallet seems to be missing, hurry up and look for it"
• Fear and excitement - "It seems like there's a fire at Lao Wang's house next door"

The author of this article @付永承 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