One trick cost 150,000 yuan in advertising fees! Do you still dare to use these information flow copywriting?

In the past week, nine home improvement companies have messaged me privately, asking about the problem of “ poor effectiveness of information flow advertising ”.

"I spent 150,000 yuan and used all the necessary methods, but why is the conversion rate so poor?"

I took a look at their advertising screenshots, and they were all the same " 100,000 yuan to appear 200,000 yuan " kind of cliché - to be honest, if the names of the various companies hadn't been written in the lower left corner of the pictures, I would have thought these 9 advertising screenshots were all from the same company.

I can't help but think of the personal experience of a friend of mine: he received 7 advertisements with the same title on the same day, covering topics including loans, decoration, buying a house, used cars , clothing, etc.

It looked fun at first, but I got bored because they were all the same, and then I just skipped them with a swipe of my finger.

You see, the effectiveness of your advertising is getting worse with each stroke.

What do users hate the most?

——Choices. Too many choices will cause them to suffer decision-making paralysis.

What kind of options do users hate the most?

——Choosing from a bunch of things that look the same, the same choice will make them immune.

Many companies are suffering from homogeneity, but they are unconsciously doing homogeneous things : they don’t study what is different from their competitors, and they don’t study how to make users choose them, but are keen to spend more time cloning a bunch of creative ideas:

For example, how much does a set of this XXXXX cost?

For example, test your XXXXX value/how much does it cost?

For example, the opening is just an XX;

…

Similar titles are used by your competitors and by industries that have nothing to do with yours. They also appear on the same platform and are pushed to the same user - for example, my friend who received 7 ads with the same title in one day.

Think about it from another perspective: you use routines because it saves you the trouble and the brain, but saving the trouble is also what users want to do - if you save yourself the trouble, customers will get annoyed; if customers save themselves the trouble, they will run away... How do you balance this contradiction between laziness and effectiveness?

There is a famous jam case in "Influence" about the fear of choice:

In the tasting group faced with 6 jams to choose from, 30% of the members eventually bought the jams, while in the group faced with 24 jams, only 3% of the members bought the jams - it is said that more choices are a good thing, but too many choices will make consumers exhausted in the comparison process and eventually give up buying.

In psychology, this phenomenon is called decision paralysis , which means that when there are too many choices, people will simply give up making decisions because they spend too much energy comparing the options.

Similarly, when a user with the decoration tag reads information on Toutiao , in the eyes of the Toutiao robot, he is like those people waiting to taste jam. The robot will distribute advertisements of home decoration companies to him for him to choose from.

When every ad a user receives uses a similar title template and all talk about three rooms and low prices, do you think he will click on every ad, or will he just happen to pick out the unique you from the low-price ads?

Perhaps some advertisers will say, of course they will click on it, since they are the ones who want to renovate their homes, they will definitely want to know more about the decoration company. I will first use the low prices to attract them to click in and see me, and then I will introduce our features to them one by one, that’s all!

But you have to consider: you are not the only one advertising, and information flow is not the only form of advertising. If various forms of advertising on various channels bombard the same group of users with the same selling point, then in the eyes of these users, all companies are the same. They may end this "fear of choice" at any time and go directly to the search platform to search for "Which home improvement company is reliable" - the promotion mechanism of the search platform, you know, what will you do later?

Therefore, in order to avoid pushing customers away, helping users simplify their choices is a better strategy .

For example, KFC ’s menu always has only more than 20 dishes, and it even offers a variety of convenient meal packages to alleviate users’ fear of choice.

For example, many Internet companies prefer "single hot-selling products" rather than "sea of ​​​​machines strategy", and convey the idea of ​​"if you want to buy XX, look for XXX" to customers in a simple and crude way, so as to minimize the user's confusion.

Similarly, if your competitors are all talking about low prices, you should talk about quality; if they are all talking about pre-sales service, you should talk about after-sales service. The first step to win users' attention is to shine in front of them, just like in "If You Are the One", only when the female guest's light is always on can there be the next step.

If only peers are using the same routine, the problem is not that serious. But if all industries are using a certain routine, the frequency with which users receive similar copywriting ads will increase significantly. What impact will this have on advertisers?

The answer is: the effect of using it early is definitely better than using it late, and using it late is basically ineffective.

The basis is the stimulus adaptation principle.

There are two types of stimulation that people receive: internal and external.

Among them, external stimulation refers to stimulation that is irrelevant to a task itself. For example, we may impulsively buy a box of coffee because we smell the aroma of coffee, but in fact we may not need it at all. When we are continuously exposed to some kind of external stimulation, our sensitivity will change. For example, if we keep smelling the aroma of coffee, we will slowly adapt to the smell. After adapting, we will ignore the existence of this smell in our environment. “If you stay in a room full of orchids for a long time, you will not smell the fragrance; if you stay in a shop selling abalone for a long time, you will not smell the stench.” This is about this kind of stimulus adaptation.

The same goes for copywriting routines.

How would users feel if an APP kept showing advertisements like “How much does XXXXX cost” every once in a while? Let’s experience it for ourselves:

◢ At 7 o'clock in the morning, I received an advertisement asking "How much does it cost to buy a set of furniture like this?" - interesting, I clicked on it to see.

It is foreseeable that even if the later ads that are skipped do contain a product that the user needs, his brain will automatically make the judgment that "this is it again" - that is, the user has already adapted to the stimulation of this type of advertisement, and except for the first few, the subsequent advertisements are basically ignored. Being ignored means that the advertisement is ineffective.

To make an inappropriate analogy, the original purpose of routines was to provide advertisers with creative "convenience", but after they became widespread, it was as if advertisers were spending money to help these routines conduct market research.

Therefore, as competition in the information flow market becomes increasingly fierce, optimizers cannot simply copy ideas, but need to use their imaginations to bypass these outdated routines. There are bonuses and blue oceans ahead!