How to write copywriting that leverages momentum quickly like Durex?

Xi Mengyao’s fall during the recent Victoria’s Secret fashion show has become a hot topic, and many brands have taken advantage of the opportunity to launch marketing campaigns . In fact, when a hot event occurs, many brands like to take advantage of the trend and leverage it for marketing . But hot events come and go quickly, lasting as short as a few minutes or as long as a few hours.

How can we quickly write eye-catching and effective copywriting ?

Today I recommend you a method created exclusively by Mr. Monster - "draw a picture and write an article" . Before writing hot copy, it is enough to draw a picture.

Just three steps:

The first step is to break down hot events and list the trigger points that can attract users' attention on the vertical axis;

Then in the second step, write the highlights of your product on the horizontal axis according to the characteristics of your product;

The last step is to find the most suitable connection point between the trigger point on the horizontal axis and the product highlight on the vertical axis and write the copy.

Mr. Monster will now explain this “ drawing pictures and writing text ” method in detail, and you will understand it better after reading it.

Step 1: Vertical Axis - List Event Trigger Points

Break down hot events from different angles and list the triggering points of current hot events.

Each hot event has multiple trigger points, which can easily attract the attention of current users. Using these trigger points to write copy is what we often call marketing by leveraging the situation.

The event trigger points can be summarized from the following three perspectives:

1. Directly extract event keywords

Each hot event has corresponding keywords, and we can extract these keywords as trigger points.

For example, the words "Fan Bingbing Li Chen ", "we", "forever" and so on in the proposal incident of Fan Bingbing and Li Chen.

You can directly quote keywords - for example, Fan Bingbing and Li Chen's keyword "We, Forever". Durex directly uses keywords based on the brand situation, which is also the most commonly used method.

You can also quote the pronunciation of key words:

For example, when Fan Bingbing and Li Chen got together in 2015, Coca-Cola took advantage of the situation with its copywriting: This summer, Coca-Cola "Li" plus "ice" is more perfect!

2. Indirectly summarize the event concept

Every hot event will have corresponding concepts that can be summarized.

For example, the hot events of Double Eleven include the concepts of " shopping spree, resisting the urge to buy, placing orders and paying at zero o'clock, shopping carts " and so on.

Durex adopted the concept of "blocking purchases and shopping carts" to create graphics and text - "We can stop any momentary impulse."

3. Associate points from the side of the event

When everyone is thinking about marketing copy from the same perspective, if you want to highlight something different, you can think about it from a side perspective - what other related things are there on the side of this event?

For example, when it came to Xue Zhiqian’s reunion, many people wrote articles from the perspective of Xue Zhiqian and his girlfriend (Love again, Be nice to me for the rest of my life), but Juewei Duck Neck wrote articles from the perspective of Xue Zhiqian’s fans.

The copywriting of China Mobile, a large enterprise of ours, also avoided the common angles of "shopping" and wrote from the angle of "network speed ", combining the characteristics of the brand, and the copywriting was also very good:

"In the rush to buy in the early morning, hand speed is software, network speed is hardware"

At this point, you can list the trigger points of the hot events you just summarized on the vertical axis of the coordinate graph (just write down the 4 to 7 trigger points that users are most concerned about):

• Keyworda
• Keyword b
• Event Concept
• Event concept b
• Event Concept
• Side connection point a
• Side connection point b

For example, the triggering points of the hot event #Fan Bingbing Li Chen proposed marriage# are summarized as follows:

• Keyword a——"Fan Bingbing and Li Chen"
• Keyword b——"We, forever"
• Event Concept A——Companionship
• Event concept b——love
• Event Concept C - Happiness
• Side connection point a——pink balloon
• Side connection point a——Fans’ perspective

After vertically decomposing events in the first step, I believe you have found many ideas. However, you can also look for ideas horizontally to let your creative juices flow! See step 2:

Step 2: Horizontal Axis - List Product Features

I believe that before writing the copy for hot events, you have a certain understanding of the characteristics of your brand and products. At this time, you only need to list the highlights of your product based on the characteristics of your product and write them on the horizontal axis of the coordinate graph.

You can write the highlights of the product from the following perspectives:

• Performance - What are the most outstanding functions and uses of the product, such as the vivo mobile phone has a good camera function.
• Appearance - such as the curved bottle of Coca-Cola, the yellow M-shaped logo of McDonald's (Golden Arches), etc.
• Material – What are the highlights of the product’s material? For example, the processor of Xiaomi 6 comes from the well-known brand Qualcomm.
• Price – If price is a highlight of your product, you can also use it. For example, McDonald’s recent original teriyaki chicken burger is 10 yuan per piece.
• Name - The name of a well-known brand itself is a highlight. For example, the copywriting of "No.1 Store" in Xue Zhiqian's reunion event was "From 1 to the end".

Based on the above product characteristics, Durex's product highlights can be listed as follows:

• Performance - safe and not easy to break
• Thickness - Thin
• Appearance - Shape
• Name—— Dudu

What needs to be noted here is that some brand copywriters have successfully "taken advantage of the trend" but have not associated their own brand with it . For example, in the Double Eleven hot event, everyone was using trigger points such as "shopping, spending money", etc. There was a car brand that wrote from the perspective of "Singles' Day" - very unique and attractive, but it did not relate to its own brand or product characteristics.

After seeing it, users only remember "Singles' Day" and cannot see any relationship between it and the brand.

Step 3: Select the grid - find the best connection point

In the previous two steps, we have drawn the horizontal and vertical axes of the coordinate graph. In this step, we need to search and think in the grids between the event trigger points on the vertical axis and the product highlights on the horizontal axis - which combinations of horizontal and vertical axes are most suitable for writing unique and effective copywriting?

Each horizontal and vertical grid in the picture is a connection point that we can use to write hot copy.

After reading this, would you still say that you have no ideas and don’t know where to start when writing copywriting that leverages the situation?

I think, probably not.

Let’s take a look at Durex’s copywriting in the Fan Bingbing and Li Chen incident. The grey grids in the picture below are all related points that Durex can write about in this hot spot.

In the 2015 #Fan Bingbing and Li Chen# incident, Durex used the following connection points:

Hot keywords on the vertical axis + product packaging on the horizontal axis

The copy is:

"YOU!!!!!!!!!!!!!!! Bingbing has Li!!"

In this year's #李晨求婚范冰冰# hot event, the connection points used by Durex's pictures and texts are:

Hot keywords on the vertical axis and pink balloons + product shapes on the horizontal axis

The copy is:

"We, forever, forever, forever..."

If Durex wants to continue writing copywriting to take advantage of the #Fan Bingbing and Li Chen# hot event, the gray boxes in the following picture are all possible connection points:

For example, if Mr. Monster helps Durex write another copy for this hot topic, he can start from:

"We, forever" and love on the vertical axis + security on the horizontal axis →

The text can be written as:

It implies that Durex products are safe and will not cause other accidents.

(PS: I just turned 18 this year...)

If "Mr. Monster" becomes a hot topic in the future, Durex's copywriting to take advantage of the trend can be written as - Even if her "beastly" nature breaks out, he can still protect her (ha~).

Having written this far, the three-step method of “drawing and writing” has been basically explained.

Let’s practice with a case study.

During this year’s Double Eleven hot events, the “drawing pictures and writing texts” method was still adopted to write copywriting for different brands and products.

Step 1: List the event triggers

In the Double Eleven hot events that just passed, the available trigger points are summarized as follows:

"Double 11", "Chopping Hands", "Shopping Cart", "Order at 0:00", and "Singles" can be written on the vertical axis of the coordinate graph;

Step 2: List the product features

Suppose you are selling professional attire and your target users are ordinary white-collar workers who have just started working and college graduates. Then you can write down the highlights of your brand, such as: practicality, price, youthfulness, etc., and write them on the horizontal axis of the graph.

Step 3: Find the best connection point

This step is to find qualified connection points in the listed graphs to write Double Eleven copy .

If I find that many competing brands are starting from the perspectives of "Double 11", "Shopping spree", "Shopping cart", etc., and I want to write a copy that stands out from the crowd, I can write from the "Singles' Day" direction on the vertical axis.

Combined with the product highlights on the horizontal axis, there are:

price:

Practicality:

(This is a bit of a joke, don't follow it blindly~)

Youthfulness:

PS: Monster Business Suit is a hypothetical brand. Generally, brand copywriting should focus on one core product highlight and not too much. The above are just three aspects written to provide reference and inspiration.

Summarize

Many people often don’t know how to respond to sudden hot events (such as celebrity events, festivals, sports events, social events, etc.). Then after today, you can use this method - "drawing pictures and writing text " copywriting method:

• The first step is to decompose the events and list the event trigger points on the vertical axis;
• The second step is to list the product highlights on the horizontal axis based on your own product situation. The third step is to find the most suitable connection point on the horizontal and vertical axes and write copy that leverages the situation.

Okay, have you learned it? The next hot spot is coming, let’s practice.

illustrate:

1. When leveraging marketing, try to avoid negative, sensitive, or news events involving death. Such hot topics can easily cause users to develop a rebellious mentality and it is difficult to grasp the scale.

2. This article only provides an idea and inspiration for writing copywriting that leverages the situation. Regarding the organization and conception of the copywriting language, it can only be achieved through continuous practice and summarization by marketers . The same is true for mastering any skill.

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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