How can you write copy that attracts users' attention?

Many copywritings written by marketers are often lost in the sea of ​​advertising copywriting and go unnoticed. Because among so many advertising copies, users' attention is limited. It is impossible for them to read all the advertising copies. They will only read them selectively, or they may not remember them after reading them.

If you were asked to write copy, how would you write it so that it would be different and attract the user's attention?

Today I would like to recommend a copywriting method to you - "reverse stimulation", which will allow you to write different copywriting.

Reverse stimulation : To put it simply, everyone’s copywriting style is written in this way, so I will consider the opposite style for my copywriting.

Because people are exposed to the same type of things too much, they will experience sensory fatigue, and similar stimulation will hardly have the same effect. This is the common sensory fatigue we experience.

Let's look at these two examples to make it clearer:

1. This year's sad culture has suddenly become popular ( sad tea , breakup flower shop, etc.). This is because people today have become "sensory fatigued" by motivational culture such as positive energy and success studies. The sudden appearance of something opposite will stimulate new stimuli, which will naturally easily attract people's attention. This is the "reverse stimulation" phenomenon.
2. Many men like to look at bikinis, but if they look at them every day, they will get bored. Even if he met a beautiful woman on the street, it would be difficult to attract his attention. And if you suddenly see someone on the street wearing ancient clothes, although the clothes are conservative, such clothes will attract his attention more.

OK. Next, use the " reverse stimulation" copywriting method. In just two steps, you will learn to write copywriting that users like to read.

Step 1: Summarize commonalities and list reverse styles

Observe the common characteristics of copywriting that currently makes users feel sensory fatigue, and then reversely list the styles of "reverse stimulation" copywriting.

If you pay close attention to the advertising copy on the subway and on the Internet, you will find that many brands use text in a shocking and impactful style. These advertising copies will have a great impact and appeal to people's senses at the beginning, but when all advertising copies are of this type, users will experience sensory fatigue. If your advertising copy is in this style, it will be difficult to stand out and make users remember you. No matter how much you invest in advertising, the results may be minimal.

At this time, you can think from the opposite perspective and write in a "reverse stimulation" style to avoid "sensory fatigue" copywriting.

Based on the characteristics of the copywriting I have seen recently, I have summarized the following copywriting styles:

Step 2: Adopt the appropriate style based on the product situation

Based on the actual situation of your own brand/product, adopt a "reverse stimulation" copywriting style that suits you.

The following is an example and application of the copywriting style summarized in the first step:

Urging users to place orders quickly vs. telling stories slowly

During the period before Double Eleven this year, it was found that the advertising copy of many e-commerce platforms adopted the typical promotional copy style of "urging" users to hurry up and fill their shopping carts.

If other latecomer e-commerce platforms also adopt this style to write advertising copy, it will cause sensory fatigue among users and it will be difficult to attract much attention.

A few days ago, I saw that the promotion of NetEase Kaola did not repeat the advertising style of platforms like Tmall and JD.com . Instead, it invited Ma Boyong, a famous writer known as a "literary genius", to talk about the history of foreign goods for promotion.

This kind of "storytelling" writing style aroused emotional resonance among many people, allowing everyone to see a breath of fresh air among the many "urging" advertising copies. Naturally, it attracted a lot of attention and reposts, and made many people remember the e-commerce platform NetEase Kaola.

For example, if you want to write soft copy for a chili sauce brand, you will find that many people spend the entire article directly saying how good the chili sauce is, and that if you miss this village, you will never see this store. However, if you use a narrative style in your copywriting to write the production story and details of the product, it will arouse new stimulation in users and be more attractive . If you are writing a copy for a chili sauce, you can write:

Of course, this way of telling stories also has its limitations. For example, it is not suitable for being placed on highway billboards and other places where users only stay for a short time. You need to choose according to the actual situation.

Shocking, powerful impact VS tender, touching

When all the copywriting is of the type that is "shocking and powerful", if you write a copywriting style that is a bit "warm and touching", your copywriting is more likely to generate new stimulation, attract the user's attention, and even actively help you forward it a second time.

For example, the recent China Merchants Bank "Tomato Scrambled Eggs" advertisement that went viral, parents got up in the middle of the night to teach their son who was studying abroad how to cook for the sake of their child. These are all heartwarming and touching ways of doing things. The copy uses heart-wrenching and touching language, which will attract more attention in this " materialistic age ".

For example, if you see a street sale using copywriting styles like "Last three days! Clearance sale! Buy now", what if you write:

Such warm copywriting may make it easier to attract people to stop and take a look at your product.

Bold and direct VS fresh and clean

When talking about this part, I have to cite the example of condoms in the text (children under the age of 18 can close this article). When we talk about the copywriting of condoms and sex toys, we immediately think of Durex . Durex's copywriting is characterized by a bold, direct and appropriate expression style.

If you also want to make similar products and follow Durex's path, it will generally be difficult to attract other people's attention.

For example, the sex toys recently made by NetEase (NetEase wants to pay me advertising fees ^_^~) adopt a different style from Durex - the "little fresh" style. This attracted a lot of people's likes and attention

If you are in the liquor category, you can also adopt this style. We all know that the common and fixed perception that many liquor brands give us is that they are rough, direct, heroic and so on. If you want to attract new attention, you can adopt a "fresh and clean" style and position your product as a youthful wine for young people. For example, the text can be written as:

"You have a small cup, I have a small cup, and we taste the flavor of first love"

In this way, you can stand out from the many liquor brands and attract attention.

Emphasis on celebrity effect vs. emphasis on user experience

Whether it is the Double Eleven advertisements or many other brands that like to invite celebrities to endorse their brands, this is also our most common advertising method. If you advertise and write copy from the perspective of user experience, it will be easier to highlight your differences.

For example, JD.com recently published a copy about the relationship between couriers and consumers. When many brands use celebrities to endorse their products, advertising copy that focuses on ordinary users suddenly appears. This has a "reverse stimulus" on us and naturally attracts a lot of attention and reposts.

"Uncle, please help me deliver it to the children in the mountains"

If you are in the clothing business, many clothing brands use celebrities as their spokespeople. Maybe if you tell a story about how a user really felt after using your clothing brand (of course, speaking well of the brand), this may resonate with more people and lead to their attention and forwarding.

It should be noted that the premise for using this expression is that the brand already has a certain degree of popularity, which will achieve better results.

Summarize

If you want to write a different copy that attracts other people’s attention among many brand copies, you can adopt the method of “reverse stimulation”. Just two steps:

First, summarize the common characteristics of common sensory fatigue copywriting and come up with the style of "reverse stimulation" copywriting;
For example, according to the recent copywriting, we can list:

Second, combine the actual situation of your own brand/product and adopt a style that suits you.
For example, if you are selling liquor, and everyone is emphasizing the bold characteristics of liquor, then you can think about it from the perspective of the "fresh" style of youthful liquor.

The above is just Monster’s summary based on recent advertising copy. Marketers need to observe and summarize based on actual conditions in order to write different copy for that period.

illustrate :

1. In order to more simply explain the copywriting method of "how to make your copywriting different", this article ignores analysis such as brand target strategy.
2. Copywriting is a tactic and means of brand strategy. Different brand copywriting needs to be analyzed based on actual conditions and should not be followed blindly . The cases in this article are only used for the purpose of the article and have no other beneficial purposes. If it affects the corresponding brand image, please contact us to delete it.

This article was compiled and published by @怪兽先森 (Qinggua Media). Please indicate the author information and source when reprinting!

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