3 ways to write “resonant copy”

Suppose now, you write a copy for a product called a home handheld beauty device. Since the main focus is on "home use", you instantly come up with the slogan " You can do beauty treatments at home ". Although this copy is simple and easy to understand, it always feels mediocre...it seems that it does not hit the reader's "pain point"

Okay, let’s start the transformation now.

001. Three steps to write resonant copy

1. Determine the product’s selling points

You can also do beauty treatments at home.

2. Add scenario

You can do beauty treatments at home, but it’s too abstract, so we add some scenarios to it.

Lie on the sofa in the living room and enjoy skin care in the beauty salon.

This copy uses scenario-based techniques to make users associate the leisurely feeling of lying on the sofa at home.

3. Use emotional resonance

The scene is there, but it seems to still lack "resonance". Now we use the resonance technique.

Only go to the beauty salon on vacation? But skin aging doesn’t take a break.

Handheld beauty instrument:

Lie on the sofa and enjoy the skin care in the beauty salon.

Use women’s fear of aging to create emotional resonance. A "basic" resonant copy is completed. To summarize, here are the three steps to writing resonant copy:

“Determining selling points” and “adding scenarios” are both relatively simple, but how do you find “utilizing emotional resonance”?

002 How to find emotional resonance?

First, let’s look at a story. In order to stop high school students from smoking, Teacher A and Teacher B made the following appeals at class meetings:

Obviously, Teacher B seems to have more "resonance", why? Because Teacher A's copywriting does not connect to students' memories. Most students have not experienced terminal illness, and the necessary prerequisite for resonance is to establish a link with the reader's memory.

Teacher B’s copy is more likely to resonate with people because “wanting to get girls’ attention” is the common wish of almost all adolescent boys. Everyone has had the experience of being "noticed" or "ignored" by girls. The copy creates a link with past memories and triggers resonance.

Positive Cases:

Everyone has memories of wanting to "knock down" their brothers at the drinking table, so the copywriting can evoke resonance.

Bad example:

Few people have the memory of "unifying the world", so the copywriting is more like "self-entertainment"

Resonance should be found in the user's memory and guided to vent certain emotions. So, which emotions can be "exploited"?

003 Which emotions are easy to resonate with?

Due to space limitations, only two methods are introduced today. Support recognition and lead counterattack.

Case: Didi Taxi

Think first: What actions in people’s past memories make them doubtful about themselves and unsure whether they should do so?

I was very tired after get off work and wanted to take a more comfortable ride home. But the subway is cheaper.

Think again. How can we help them identify themselves?

Work is tiring enough, so you should enjoy life after get off work.

The final copy of Didi Taxi:

If you work hard every day

At least the car is quiet.

You who are doing your best

Sit down better today

Everyone often faces accusations and denials, but your copywriter should stand firmly on his side and say what he wants to say but doesn't say.

Case: Lao Luo English

First think about what unreasonable phenomena people want to criticize in their past memories? The RMB has depreciated too much and its purchasing power is declining year by year.

Think again, how can we lead them to criticize this irrationality?

What can the RMB buy today?

The final copy of Lao Luo English:

What can one yuan buy today?

Alternatively, you can

Lao Luo English training attended eight classes

004. Summary

The essence of resonance is "connecting past memories", but "resonance" is only a creative technique and cannot replace brand positioning.