Can’t write good copy? That’s because user needs are not grasped! !

What do we think about when we think about writing ?

need? Pain point? Good writing skills? …

Unfortunately, most marketers think about this in their minds, but write copy like this:

(Pictures from the Internet)

These types of copywriting all have one thing in common: they express the advertiser’s wishes rather than the user’s.

(Pictures from the Internet)

Let some people live there first: this is what advertisers expect. For users, whether to live there first or later is not what they care about most .

same:

(Pictures from the Internet)

Find a stylish car life for yourself: In the user's perception, the style of a car is obviously not determined by a foot mat, it may be leather seats, interior decoration, and pendants. The foot pads are too light in this regard. But the advertiser wants to say this because this customized foot pad is their product - every advertiser firmly believes that their product is an opportunity for users to change their lives .

And this:

(Pictures from the Internet)

It’s still more comfortable to have a low one: What’s low? Are the pants low? Advertisers assume that users will ignore all influencing factors, read all of his copy, and understand why he uses such copy (or accompanying pictures).

These copywritings all express their own subjective wishes and wishfully believe that users think the same way.

Just like your mother who always tells you to wear long johns when the weather gets cold :

"I think it's good to wear long johns, so I hope you can wear them, and I think you agree with me. The reason you didn't wear long johns as soon as the temperature dropped was only because I didn't remind you."

So advertisers put out ads and earnestly told users:

"You're cold. Come on, put on these long johns."

Therefore, I gave these wishful copywriting a name:

"Your mother told you to wear long johns" copywriting.

For example, a brand launched a hairy crab subway copy during the Mid-Autumn Festival:

The living room is not big

The car is also small

You should always buy bigger hairy crabs.

This copy is very interesting. First of all, if you feel that your living room is small and your car is small, this may make you frustrated...so what will you do? Turn your grief and anger into appetite and buy hairy crabs to vent your anger?

This marketer has obviously studied some simple psychological defense mechanisms. Through this copy, he tried to evoke the user's "offsetting mechanism": if you can't get something, you always have to get something else to make yourself feel better.

Unfortunately, when we can’t get something, we must compensate for it with something of similar psychological value . For example, if a girl who has been heartbroken uses binge eating to compensate herself, she will often not feel better after just one meal.

So, when our house is small and our car is small, buying big hairy crabs is not enough to bring us peace of mind.

The copywriting tries to stir up some kind of dissatisfaction, and then the user finds that the product cannot resolve this emotion! This is embarrassing...

There is a similar way of speaking, for example:

"You're not good-looking, and you have a bad temper, but your grades should be better, right? Otherwise, how are you going to get by?"

Why should one have good grades even if he or she is not good-looking or has a bad temper? In other words, there is no absolute negative correlation between appearance, personality, and academic performance. This illogical statement is obviously based on the mother's vision rather than the child's needs.

Similarly, “the living room is not big and the car is also small”, so why “you have to buy bigger hairy crabs”? This is the wish of marketers, not the wish of users!

In real life, there are many texts about your mother asking you to wear long johns. For example, this:

Not being able to experience a certain style may be the actual situation of users. But let’s try to answer two questions:

1. Which one can better satisfy the user's desire to experience Nordic style: eating at a Swiss restaurant or buying a solid wood frame bed?
2. Do users really want to experience the Nordic style?

Let’s look at the first question. If users really want to experience the Nordic style, they may be more inclined to choose to eat at a Swiss restaurant;

Let’s look at the second one. In fact, users are not eager to change their beds to experience the Nordic style.

So embarrassing...

It's like when mothers say:

"Even if you can't be as capable as Xiao Wang next door and have two children in three years... at least you should get married first!"

The logic of these two sentences is exactly the same!

“Can’t experience the Nordic style” means that the user wants to experience the Nordic style;

And "Even if you can't be as capable as Xiao Wang, you can have two children in three years" implies that the son also recognizes that having children is a "capable thing";

“At least it has the elegance of Nordic style” not only assumes that users want to experience but cannot experience the Nordic style, but also assumes that users at least want to have the Nordic style;

And saying "at least you should get married first" not only implies that being able to have children is very capable, but also means that your son will agree with your idea that "marriage is the top priority."

Look! What is the difference between marketers and parents who urge marriage?

Why would such a copy be written?

Starting from the properties of the bed, the marketer deduced that the user's demand is a Nordic-style solid wood bed (this is complete nonsense, if the user finally buys this bed, he must need this bed), and then starting from the demand, he deduced that the user's pain point is that he can't experience the Nordic style (this is already a wild imagination...), and finally, according to his thinking, demand = pain point = users will take action after seeing it, and there is this copy:

“If you can’t experience the Nordic style, at least you can have the Nordic elegance”

This is not the most embarrassing thing... After all, why do you make users believe that your bed can give them Nordic elegance?

Digging holes everywhere but not being able to fill them is what this kind of copywriting refers to.

Why did someone write the text “Your mother tells you to wear long johns”?

The reason why “wear long johns” copywriting is so rampant is that many marketers have misunderstandings about copywriting .

Marketers are accustomed to inferring users’ “needs” from the “superficial attributes” of products, and they confidently believe that “what I think must be what you think” and that the needs they have found must be enough to impress users and prompt them to take action. The copy inevitably exudes a strong flavor of "I'm doing this for your own good!" and may even have a hint of "You don't understand, but I do", sounding superior, like a mother who is afraid that you'll be cold.

However, marketers often overlook that among the many needs you find, only a portion of them can inspire users to take action. We call these needs:

“User Motivation”

Copywriting is a carrier that connects the purpose of the user's action with a certain attribute of the product or brand, making the user feel that "buying the product can fulfill a certain urgent desire." And this feeling is what motivates users to take action.

If the copy cannot connect the user's purpose with the product or brand attributes , then the copy will not be able to impress the user's motivation and is unqualified copy .

For example, the copywriting of the Nordic solid wood frame bed just now:

As we said, experiencing Nordic style or possessing Nordic elegance is obviously not an urgent desire of users. So if users don’t like it after seeing it, why would they buy this bed?

If we think about it the other way around, “Why would a user buy a bed?” we will find that a user may buy a bed because their current bed is broken, or they may want to buy a bed to move into a new house. Usually which bed we buy depends on my past experience with beds.

For example, I have used a solid wooden bed made by Qumei before, and this bed left a good impression on me, so I will most likely go to Qumei to buy a new bed. No matter how you advertise, I probably won’t even watch it.

And suppose I had previously purchased a plank bed, and it squeaked when I turned over, then I might consider changing to another brand? Do you want to buy a solid wooden bed? …At this point, if your ad tells me that the bed is firm, I might consider buying it:

This is to connect the user's wishes and the product's attributes through copywriting, which is a qualified copywriting.

For example, I used to have limited storage space and liked to stuff things under the bed, which was inconvenient to access. Then I might be moved by a copy like this:

In the past, I really wanted to experience the Nordic style... I would probably save my furniture budget and go on an in-depth tour of Europe!

Therefore, only when the copy connects the user's wishes and brand attributes, can it be a qualified copy that can motivate users to take action.

We call this type of copy:

"Motivational copywriting"

If we want to write a motivational copy, we need to find the demand point that can impress users and motivate them to act.

What kind of needs can motivate users to take action?

One product has several requirements. For example, the Nordic-style solid wood bed just mentioned must meet the needs of a user who wants Nordic-style furniture - this demand is real and will be one of the many demands that make users place an order. However, writing copy based on this demand will not impress potential users to buy this bed.

Why? Because needs have priorities.

Only the need (or needs) that can make a potential user want to buy and include the product in the options can be called the user's motivation for action.

Our demand priority levels will change under different groups of people, different situations, and different stimuli. For example, in times of war, survival needs must be the highest priority needs and are the needs that can stimulate users to take action.

In our current environment, the need for self-expression probably takes precedence over the need for survival .

So we will see that many good copywritings are expressing themselves.

These needs that easily impress users and motivate them to take action are our instinctive needs. Therefore, if you want to impress users, you need to have a clearer understanding of our copywriting tasks, user purposes, and the attributes of the product or brand. Only by finding these demand points and connecting them with the products can you write qualified copy.

Conclusion

What we need to know is that for a marketer, re-examining his or her understanding of "demand" and breaking away from past misunderstandings of users is a very important step in marketing. Without a correct cognitive system, it will be difficult for us to escape from the self-congratulatory copywriting of "Your mother tells you to wear long johns". The most urgent thing is that you need to change the direction of learning.

This article was written by @微微, and the precise delivery of information flow advertising was compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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