The pain points of my copywriting are obviously very "painful", so why is there no conversion?

Have you noticed that more and more heartfelt copywriting appears in subway stations, bus stops, WeChat Moments , etc.? The crooked handwriting and rough writing can arouse strong resonance in our hearts and make us instantly like it.

For example, the text about friends on the bottle of Jiang Xiaobai wine describes the situation of those so-called brothers and sisters around the user but with whom they often do not keep in touch, which just touches the user's heart at some point in time.

For example, Momo ’s poster, which combines people and animals, vividly expresses the problems users encounter in interpersonal communication, speaks out their inner thoughts, and arouses strong resonance among them.

Usually this kind of copywriting that can resonate with users is what we call pain point copywriting. Pain point copywriting can hit the user's pain points very well and arouse their strong identification. However, many pain point copywritings are obviously "painful", but after the pain is over, they do not bring obvious user conversions !

For example, take the real estate ad below. It expresses the user's desire to settle down in a big city. He feels very touched after seeing it, but will he buy it immediately after seeing it? not necessarily! .

Why can’t these pain point copywriting bring high conversions?

What is the pain point copywriting that can bring conversions?

Usually, a pain point copy with a high conversion rate needs to meet the following four conditions:

1) Clarify the product selling points;

2) Add user scenarios;

3) Connect with users’ emotions;

4) Users can directly convert in this reading scenario (user’s payment, decision-making cost, and potential reading time).

Let’s take a look at this set of screen-sweeping posters of Shenzhou Special Car .

1. First, analyze the market positioning and selling points of Shenzhou Special Car

Adopting the B2C operating model of "professional vehicles, professional drivers", all vehicles are regular rental vehicles from China Auto Rental, and we cooperate with professional driver service companies.

It is positioned at the middle and high-end groups and focuses on the middle and high-end business vehicle service market.

The selling point is: dedicated car for dedicated person, safe and comfortable.

2. Add user scenarios

Pain point copywriting is usually related to the user's tasks in a certain scenario, in order to establish a connection between the product and the user. The stronger its relevance to the user's life scenario, the greater the probability that the corresponding product will be selected.

1) Sort out the usage scenarios that the product can support. Find as many alternative "scenarios" for the product as possible, and identify the user groups and their needs;

Shenzhou Special Car can support the scenario when users take a taxi. The user group of the product is middle- to high-end business people in the city. Their needs are easy taxi hailing, safe and comfortable riding, etc.

2) Sort out the consumption scenarios corresponding to competing products and create differentiated scenarios;

Competitor Didi Chuxing is positioned as a one-stop travel platform (taxi, private car, express car, ride-sharing, chauffeur and bus services, etc.), while Shenzhou Special Car is positioned as a dedicated car for dedicated people, which is safe and comfortable.

3) Establish unique scenarios for the product and strengthen user mindset.

The poster in the picture depicts common scenarios when users take a taxi, and different usage scenarios correspond to different user groups.

① When ordinary users take a taxi, they may encounter a driver who does not avoid danger, drives under the influence of drugs, drinks, or commits a crime, and their life safety is not guaranteed;

② Description of the scenario in which a female user is sexually harassed by a driver at night, endangering her personal and property safety.

3. Connect with users’ emotions

Connect the product's selling points with the user's emotions in the current scenario to arouse resonance.

All of Shenzhou’s private car vehicles are regular rental vehicles, and their drivers are professional drivers who are safe and secure. This closely connects with the emotions of users who are worried about encountering illegal drivers and are afraid that their personal and property safety are not guaranteed when taking a taxi. The closer and more irreplaceable the user's emotions are connected to the product, the more likely the user will think of our product immediately when encountering the same scenario.

4) Determine whether the user can directly convert in this reading scenario (user's payment, decision-making cost, potential reading time)?

The scenarios where users read copywriting are usually Weibo, WeChat public accounts , Moments, Zhihu, Taobao detail pages, bus stop ads, subway ads, and targeted ads. When placing product pain point copywriting ads in these scenarios, you also need to consider the user's decision cost (how important the decision is), payment cost (how high or low the learning and purchasing costs are, etc.), and potential reading time.

For example, by placing this set of posters of Shenzhou Special Car in subway stations, we can predict the likelihood of users downloading its APP.

Advertisements on the walls of subway stations → Potential reading time for users is estimated to be 2-5 minutes (advertisements on the walls of subway stations are targeted at people who usually come and go on the subway, and their stay time is generally around 2-5 minutes), user payment cost is zero (download the APP, no need to pay any cash), and learning cost is low (directly click on the reservation, locate the starting point, fill in the destination, etc., the operation is simple) → Users are very likely to download the Shenzhou Special Car APP.

If the user's potential reading time in a certain scenario is short and the decision-making cost is high, we need to guide the user to other scenarios in order to achieve conversion. For example, advertisements for online courses worth thousands of yuan on WeChat Guangdiantong usually first use copy to guide users to leave contact information, and then make further conversions through methods such as phone follow-up. Therefore, whether a pain point copy can bring about conversions also depends on the user's decision-making, payment cost, potential reading time, etc. in this reading scenario.

The pain point copywriting and user decision conversion can be referred to the following table

〖 Summarize 〗

It is invalid to talk about the conversion of pain point copywriting without considering the user usage scenarios and user decision-making costs.

1) The stronger the relevance of the pain point copy to the tasks in the user's life scenario, the greater the chance of conversion;

2) The lower the user's payment/decision-making cost, the longer the potential reading time and the higher the conversion rate.