How to tell whether a copy is good or bad? Try matrix analysis

Sometimes we are very confident in our own copywriting and think that we write well, but we don’t know what is good about it or how it is good. This is difficult to summarize with logic. So how do we distinguish the quality of a copywriting?

Tips:

The purpose of reading is to trigger thinking, and the purpose of thinking is to learn to integrate viewpoints. Don't read just to read the story.

Sometimes we think that a piece of copy is well written, but what exactly is good about it? Why is it good? It's hard to summarize it logically. I have been learning about matrices recently, and I feel that using them to analyze copywriting has a different flavor. The logic of some copywriting can also be reasonably explained, so I sorted it out and hope to discuss it with you all.

NO1. Drinking on the lake, first sunny then rainy

Nine hundred years ago, Su Dongpo left a cross-temporal and spatial copy for West Lake, which has been passed down to this day.

The water is bright and beautiful when the weather is sunny, and the mountains are misty and strange when it rains. If I were to compare the West Lake to Xi Shi, she would look beautiful with either light or heavy makeup.

The West Lake and Xizi are represented by two matrices respectively. One dimension of the West Lake matrix is ​​the weather, and the other dimension is the mountains and waters of the West Lake. The weather dimension has two situations, good and bad. The West Lake dimension has two kinds of beautiful scenery, mountains and waters. Then the West Lake can be divided into four situations. What is the impact of bad weather in the West Lake on the mountains and waters? What impact does good weather have on the mountains and waters of West Lake?

Su Dongpo used four words to describe it: when the weather is good, the mountains of West Lake are beautiful; when the weather is bad, the mountains of West Lake are misty; when the weather is good, the water of West Lake is rippling; when the weather is bad, both the mountains and the lake are amazing.

The level of the copywriting up to this point is obviously extraordinary, but Su Dongpo was not satisfied with it. He felt that the beauty lasted too short a time. How long could the good, misty, rippling and strange beauty last?

He wanted to historicize the beauty of West Lake.

So we bring up the beauty Xi Shi. One dimension of the Xi Shi matrix is ​​her makeup, which can be divided into two dimensions: heavy makeup and light makeup. The other dimension is the evaluation of Xi Shi in different eras, which can be divided into ancient and modern.

Of course, Su Dongpo could not have lived in the same era as Xi Shi. How could he know how beautiful Xi Shi was? So the word "suitable" is used to summarize Xi Shi's beauty! So how beautiful is Xi Shi? I'm afraid no one knows it anymore, but Xi Shi's beauty is given in history, and everyone knows beauty. Therefore, Su Dongpo's comparison elevated the beauty of West Lake into history. No matter what era or time, West Lake is always beautiful, and it remains beautiful to this day. This shows a deep understanding of human nature.

If West Lake were to hold a copywriting competition, Su Dongpo's essay would definitely win the first place.

NO2. Alipay - The older you get, the less likely anyone will forgive your poverty.

How should we analyze Alipay, a place where you are asked to deposit money?

The relationship between age and money is represented by a matrix, where one dimension is age and the other dimension is money. This sentence actually shows four kinds of relationships: young people have little money, young people have a lot of money, old people have little money, and old people have a lot of money. The contrast of the four relationships forms a sharp contrast between the rich and the poor, and between ages. From my own perspective, it is my lack of achievement that leads to the poverty of my descendants. From the perspective of my descendants, their wealth is because they have a father who is not poor (this view is not absolute, it is just the majority view).

It seems like a simple sentence that does not hurt people's self-esteem, but it brings a powerful impact. The grasp of human nature is just right, which makes us reflect. The good thing about copywriting is that it can soothe your comfort level.

Analyzing the two cases from ancient times to the present, it can be considered a coincidence that both cases took place in Hangzhou. This analysis method must have two dimensions for copywriting. I call it the copywriting matrix analysis method.

The above are all analyses of short copywriting, which can be broken down into different dimensions. Is matrix analysis suitable for long copywriting? How should we analyze it?

First, let’s look at the relationship between the copywriter and the reader;

If we take soft-article writing to promote products as an example, readers and creators are divided into two dimensions according to the matrix analysis method. The dimensions can be divided into understanding and not understanding the product situation, which can form the following four relationships:

• The creators understand, but the readers don’t.
• The creators understand, and the readers understand,
• The creators don’t understand, and the readers don’t understand either.
• The creator doesn’t understand, but the reader does.

The four types of relationships correspond to different ways of writing copy, as follows:

1. In popular science copywriting, the creator writes based on his own understanding, ignoring the reader's understanding of the product, and everything is centered on "me". This kind of copywriting has a popular science feel.
2. Value-based copywriting is understood by both the creators and the readers. Most readers have already understood or consumed the product. When producing copywriting for this group of customers, what needs to be demonstrated is the product’s value. Make readers feel that the product is worth buying and they will make repeat purchases.
3. In user marketing copywriting, the creator stands in the position of not understanding and assumes that the reader does not understand either.
4. In brand positioning copywriting, the creator redefines the product culture from the perspective of those who do not understand, and expands or redefines the positioning of the product for readers who understand.

From this relationship, copywriting is different publicity for different people. So what is the promotional point of the long copy? How does the author express it?

Off topic: If the creator really doesn’t understand the product, it is recommended not to write it, so as not to make a fool of oneself. Of course, there is no good or bad copywriting. Copywriting is a form of communication, a description of the product by the creator, a combination of ideas and methodology, and belongs to product strategy. Different product strategies also have different marketing targets in their writing styles. For the copywriting itself, it is also a quantifiable goal and a performance measurement indicator.

Next, use the matrix analysis method to analyze the long copy to see how the creator promotes and expresses it. Nowadays, chicken soup copywriting is popular on the Internet. Find a copywriting by a big name and use the matrix analysis method to see the impact of chicken soup on us?

When analyzing long copy using the matrix analysis method, we must first split it into two parts: title and content.

Title: What should a woman do first when she is young? Make money first! (Search by yourself)

Content: Let’s start with a complete short story. The story begins with the protagonist being very capable, but he wants to have a stable job because his boyfriend is an IT guy and is busy with work. The protagonist wants to focus on her family and her boyfriend. The author painstakingly explained the interests involved, but failed to change the protagonist's mind.

Two years later, the protagonist took the initiative to contact the author and confided his situation in the past two years. He started out working in a state-owned enterprise, but was laid off because he couldn't adapt to the office culture. He then found another job, but the salary was only 2,500, so he resigned and became unemployed again.

The climax of the story comes. The protagonist's boyfriend is declared to be a Phoenix Man, and 25 yuan is considered a spendthrift (an IT guy who gets shot even when lying down, me too). Now the protagonist is facing a double crisis in work and relationship. The story has successfully touched the woman's heart at this point, and it's time to end. The ending is the same for the protagonists, making money is more important than men. She wanted a high-paying job, but she no longer had the chance.

A complete novel has the three elements of characters, plot, and setting. Let’s not judge the protagonist for being young and having only worked for two years, nor do we criticize him for his ability to work in a state-owned enterprise and having experienced office culture. Look at the author. He immediately adjusts the tone here and attacks directly on the three key points: living standard, worldly experience, and sense of security. It clearly shows that making money helps the above three factors. So make money first.

Plan the title into a matrix corresponding to the two dimensions of money and women. Women are divided into young and not young, and money is divided into a lot and a little. One meaning of the title is that young people should make money first. Another hidden meaning is what if you are not young? What should a woman do? Combined with the content matrix, it provides a high-level account of life levels and sense of security for older women, perfectly putting an end to the implied meaning of the title.

Everyone has their own different values, and we can't reach a consensus. After using matrix analysis, I hope everyone will have a more comprehensive understanding of the benefits of chicken soup? It can also be analyzed using a matrix, so I won’t go into too much detail.

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

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