How can copy impress your users? Let’s add one more sentence: And then what?

When you go shopping, have you ever felt that something was too expensive or unnecessary to buy, but ended up buying it anyway?

Yes, 99.99% of people have it, right? ! What, you said you do it often? …

Think back, when you were struggling internally, you would always come up with a strong reason to induce yourself to press the [Buy] button...

As a girl, when you fancy a beautiful dress but are reluctant to spend money, your brain will automatically imagine some scenes for you : you wear it to attend a weekend party, you are particularly beautiful among the girls, and the boys walking with you can't help but look at you; the handsome colleague in the company notices you and talks to you, and a relationship begins; girls with rich imagination will also imagine their ex-boyfriend running into you on the street and looking at his expression of surprise and regret...

As a guy, when you want to get a gym membership and the salesperson quotes a price that is a bit high, what motivates you to get the membership? It's a fantasy. After working out, you put on tights and admire your inverted triangle body in front of the mirror; you walk into the company wearing a slim-fitting shirt, and your female colleagues will all look at you...

Even though the item is not cheap, you still managed to buy it, again, again, and again... Do you think you are a master at moving people's hearts?

That’s what today is – a chain reaction .

It is obvious that the product function brings benefit A. We can think one step further. With A, it will trigger a chain reaction B, C, D... These beautiful pictures will quietly touch the customer's heart and drive him to buy involuntarily.

Please let me illustrate this with 3 cases:

1. The breakfast machine that young women love

Guangdong, Shunde.

An emerging home appliance brand wants to promote the following thing.

This thing is called a breakfast machine. Look at it, it can toast bread on the left and fry eggs and steak on the right. It is very clear at a glance.
The target audience must be young women born in the 80s and 90s. The round shape is cute and can help them to slack off. The food is Western, and it is aimed at the new generation of mothers.

Their marketing people have solid skills, and their copywriting not only talks about the product features, but directly states the benefits to young women.

For example, when it comes to toast, they will directly tell you the result of the toast - a two-sided pie that is soft on one side and crispy on the other. Hey, it's really mouth-watering.

There is toast on the left and a small pan on the right for frying eggs, steak and bacon. Their slogan is - toast and fry, and the sandwich is ready! It's quite exciting.

To describe the ease of operation, their copy is - just turn and press, both the elderly and children can make breakfast , which makes people feel that the operation is very simple and stress-free.

The copy is well-written and concise. Shouldn’t the young woman pay for the order?

Sales is not that simple.

Seeing the price of 219 yuan, some young women will be entangled:

• 219 yuan, although it is not unaffordable, but this little gadget costs more than 200 yuan, is it worth it?
• Normally for breakfast, I steam the cakes and buns and then fry an egg. Although it is a bit troublesome, it is not unacceptable.
• purchase? Not buying? After hesitating, you may put down your phone and do other things.

This is a common problem we encounter when writing copy. All the interest points are written, and there is a certain motivation, but it is not strong enough. We need to work harder to encourage customers to place orders.

Where does this force come from? Please recall the chain reaction we just mentioned.

This breakfast machine makes it convenient and easy to make sandwiches. Yes, this is the benefit it brings to customers.

Then what?

What kind of chain reaction can simply making a sandwich trigger in the lives of customers?

The marketers of this brand thought about it and captured it.

They wrote two sentences that touched the hearts of young women and increased their desire to buy.

The first sentence is that they have selected many comments from customers, mentioning their children’s reactions to this home appliance.

“My daughter has to make breakfast every day now!”

"My son can do it himself and even makes breakfast for me!"

This scene is so powerful - watching her child actively exercise his hands-on ability, and then use his chubby little hands to bring breakfast to her, the mother's heart must be so sweet.

The marketer added:

5-minute meals

Let me sleep until I wake up naturally

This sentence hits the nail on the head! Think about the life of a young woman. She works during the day and takes care of the kids at night. She is so tired after a day and has no time for herself. She feels so miserable... She only checks her phone before going to bed and accidentally gets late. The next day, she hears the alarm and doesn't want to get up at all. When she thinks about having to make breakfast, she really wants to just sleep in bed forever...

A quick meal in 5 minutes, and then you can sleep until you wake up naturally. Ha, the young woman knows that this is an exaggeration, but it is also good to be able to sleep a little longer every day!

Considering the above two points, this breakfast machine seems more important. It is no longer optional, but a must-buy! If marketers think one step further, their copywriting will be more powerful, triggering a chain reaction brought about by the product, from convenience at point A, to parenting at point B, and then to sleep at point C, three arrows fired at once. It makes readers’ hearts beat so fast that they can’t help but place an order!

2. The underwear I want to wear today

When you write copy, how do you tap into the chain reaction of your product? Here's a trick, two steps.

• The first step is to list the benefits that the product brings to customers;
• Step 2: Ask yourself — what next? Explore other ways this benefit affects your customers’ lives.

This trick is very practical and is needed when selling underwear.

The whirlwind of consumption upgrading has already reached the underwear industry. All manufacturers are promoting high-quality underwear, and I believe you have often seen them on e-commerce websites and WeChat tweets. The main selling points are usually imported cotton, quick perspiration absorption, dry and non-sticky, delicate stitching, etc.

Looking at the beautiful photos on the page, where a pair of underwear is photographed like an iPhone promotional video, I am really tempted.

But I always feel like there’s still something missing! Buy it, of course it's good, but if you don't want to buy it, that's fine too. Will customers pay just because of "craftsmanship" and "imported raw materials"? He's not that easy to fool.

Let's think about it carefully. An urban man who pursues fashion, pays attention to quality and has a rich life arrangement is sitting in front of you. The underwear you want to sell is comfortable, breathable and stylish. He hears it, and then what?

Yes, and then what?

What impact can such underwear have on his life?

• Maybe it’s because after the game, the journey home can be more comfortable;
• Maybe when I go into the bathroom to take a shower, I see a more stylish self in the mirror and feel happier.

And what an underwear brand wrote was this sentence:

Ha, this is really the real need of young urban men.

Just think about it, after a red wine dinner, he and the goddess met at a high-end hotel, and just when he was about to show off his masculinity - he revealed a pair of red zodiac year underwear his mother bought for him. How embarrassing that would be!

So, what are the chain reactions of a good pair of underwear? It is at the critical moment to ensure the smooth progress of revolutionary work! This may seem like a joke to many married people, but please think about it, for those single men who are in the pursuit period, this is actually a very serious issue that needs to be taken seriously!

Some young men thought to themselves: Underwear still needs to be changed, and you can’t wait until the crucial day to find out that it is too late to buy one, thus ruining all your efforts! This sentence prompted the young man to end his hesitation of "buy or not buy" and place the order decisively.

Ask yourself "What next?" and you'll get a good copy.

3. Time management course I really want to take

In the knowledge payment market, on the topic of time management, a Taiwanese lecturer has entered the market.

He wants to launch a paid audio program, priced at 199 yuan and with 20 episodes.

Time management is an old topic, and his opponents are all very strong.

• Lao A has been working in this field for more than 10 years. His offline training courses have been very popular year after year, with students from first- and second-tier cities, and even fans in New York and Sydney.
• Little B, although young, has a sweet appearance and has a background in working for an official youth entrepreneurship agency;
• Lao C has been focusing on time management research since the blogging era 8 years ago and has a group of loyal fans.

To describe them in one sentence, "As soon as they open their mouths, you can tell they are old hands."

The Pomodoro Technique, the four quadrants of urgency and importance, and all these concepts are already very familiar to me. When promoting the course, they also skillfully preached the benefits of learning time management - controlling life, improving efficiency, and realizing dreams...

The Taiwanese are competing with them on an audio APP platform, but the number of users is limited. How can he win?

In the trial class, he said:

Since I was a child, I have been thinking about what kind of life I want. I hope to live freely, accumulate enough wealth as soon as possible , have a lot of time for myself every day to play and live freely.

So when I was in school, I was studying how to produce the best results in the shortest time. As a result, while others were studying, I was playing games. I became a master of games and finally graduated with the top three grades.

It was precisely because of my efficient work habits that after I joined Dell, it took only one year to increase annual sales from over 1 billion to over 3 billion, and my income also increased accordingly.

Many people describe starting a business as purgatory, but after starting my own business, I traveled around the world seven times.

During the 20-minute trial class, the Taiwanese used various cases and stories to emphasize the above point. To sum up, he said the following.

Do you also hope that you can achieve better results in your career, so that your family and yourself can live a higher quality of life, and at the same time have a lot of free time every day to arrange the things you like to do , such as watching some good movies , going on dates, chatting with friends, decorating a warm home, going shopping, listening to music... ?

This class is designed to help you achieve the freedom to work happily and live to the fullest .

These words touched a large number of white-collar workers. When it first came online, it immediately became a popular new product, and we saw sales and reviews soaring every day.

Taiwanese people are very smart. They are smart because they think one step further and consider the chain reactions brought about by time management.

That’s right, we all want to improve work efficiency and be efficient, but after hearing these views so many times, we seem to become numb. First, they are no longer new, and second, we don’t actually want to work all the time. The ultimate demand of most people is not efficient work, but the chain reaction it brings - high work performance, high income, more private time to play, go crazy, and be with the people they love!

Thanks to the moving speeches in the trial class, the course sold out quickly. A week later, this Taiwanese lecturer, along with Gong Linna and Ma Dong, was ranked in the top 10 of the best-selling list, impressing his peers.

Summarize

Please think again, what use is your product to customers?

• A high-end crib that allows your baby to sleep well, and then what? What mothers desire more is that they can sleep well and relieve the fatigue of taking care of the baby for a day.
• A pair of premium headphones that significantly reduce noise, and then what? Letting customers send a silent declaration to colleagues - don't bother me, helps him focus more on his work and also becomes a fashion outfit that he is secretly proud of.
• A simple retractable clothes drying rack, whose main function is to collect clothes in one second, then what? When urban women return home tired after a day's work, they can do housework more easily and happily, and keep their hard-earned good mood longer .

So, take out your product and imagine what role it plays in the lives of your target customers.

Don’t forget those three words—and then what?

One more "And then?"

One more good copy.