Are you worried about not being able to write about the advantages of your product in an interesting way? Use these two tricks, customers will be itchy as soon as they read it

This article is going to talk about copywriting , but Lao Guan wants to start with Hip Hopman .

What is the connection between these two things? See below.

Ouyang Jing was eliminated last week, and his friends were heartbroken . I first knew him in 2002, when he participated in a black rap battle show and won the championship with seven consecutive victories. He became popular in the news for a while. Brother Jing has a loud, powerful and distinctive voice. Although he was wearing a mask in the first episode, everyone guessed what he meant as soon as he opened his mouth.

Some of my friends who don’t follow hip-hop would ask me, “Lao Guan, why is Ouyang Jing so popular?”

I have to think of a paragraph to describe his explosive improvisational rap , and I usually say it like this:

Although it’s OK to say this, I found that my friends just nodded after listening to it, and they didn’t feel shocked at all.

If Ouyang Jing is regarded as a product, then my words as sales copy are obviously unqualified!

At this time, a sentence suddenly spread on the Internet, which instantly killed my sentence:

cool! That’s wonderful! Even people who don’t listen to hip-hop will understand this sentence immediately. Ouyang Jing is so amazing, does he need any explanation?

So I thought further, why is this sentence so awesome? What kind of copywriting logic is hidden behind it?

After a few days of thinking and summarizing, I found out two very useful thinking tools , which are very suitable for expressing the advantages of products . After you use them, you can express the strength of the product vividly and make customers instantly attracted.

Let’s first look at the dilemma we marketers face . When writing about product advantages, we are most likely to fall into a big pit - homogeneity.

• Selling VR glasses, everyone is shouting "thrilling",
• When selling delicious food, everyone is saying "delicious and nutritious".
• When selling digital products, everyone says "good-looking and powerful"
• …

If we continue to follow others and shout, our copywriting is destined to be drowned in the sea of ​​information , what should we do?

01 Cross-border noun combination

Let’s take a look at a wonderful story first.

My friend Lao Sun left a financial company and started a business selling high-quality fruits . He is like a train, "strolling and eating" every day. When he comes across some delicious and unique fruits, he packages them into products and sells them.

From June to August, many seasonal fruits will come on the market, and he plans to vigorously promote Qingdao's Laoshan apricots . Lao Sun is from Qingdao and grew up eating this stuff. He traveled all over the country and found that this apricot has two advantages and is rare in the country. First, it is sweet , very sweet, and not sour, while apricots from other places are mostly sour. Second, it is very juicy , while apricots from other places are generally floury and dry in texture.

OK, the product advantages are obvious: sweet and juicy. The question is, how to write about it in an interesting way?

In terms of expressing selling points, 90% of fruit e-commerce in China write:

• The first type is the origin stream , such as Sichuan apples, Ruoqiang red dates, Dangshan pears... According to this routine, we have to focus on writing about Laoshan, writing about how good the water and soil are, and how famous the apricots are. This is useful, but the motivation can only be said to be average. After all, most customers are not from Shandong, and they have no idea how good Laoshan apricots are.
• The second type of adjective flow is to write that the fruit is sweet, crisp, juicy, crystal-like, and freshly picked... This type of adjective flow has become very common. If we still write like this, customers will find it boring and will close the page and leave.
• The third type is more interesting, it’s called the sentimental flow . For example, Chu Orange, you must know it, it focuses on inspiration, “an inspirational orange, a story of ups and downs”. The marketer who managed this project later sold cherries. Can you guess what the product is called? ………………Red lips kiss! Haha, "Love that cannot be expressed can be replaced by a kiss", which is also ridiculous.

We can also give it a name, such as Orange Love ! But this is a brand new concept. The cost of the education market is very high. People have to spend a lot of money on advertising to create momentum, but startups can’t do that.

Are we just going to sit there and wait for death? impossible!

When people read Lao Guan’s articles, they naturally want to gain a way of thinking that 90% of marketers do not understand . Next, I will introduce Lao Sun’s unique skill. Using it, I can mass-produce wonderful copywriting that readers can understand and be moved by at first glance. He even agreed to let me share it publicly. Everyone who reads this is really lucky.

Just looking at the name he gave to Xingzi is amazing enough——

Oh, awesome! I’m sure everyone has eaten peaches!

Moreover, the customer has the memory of the sweet and juicy taste when eating peaches. The customer will understand at once how sweet and juicy the “honey apricots” are, and there is no need for a single word to explain!

Moreover, compared with other names, Water Honey Apricot has a visual sense and mental associations, making it easy to remember. After customers have eaten it, they can easily spread the word to their friends, "Hey, I recently bought an apricot called Water Honey Apricot, it's really sweet!" It can easily lead to referral orders.

Lao Sun also selected 10 users to taste the food , and the users excitedly wrote positive reviews, one of which was particularly wonderful:

Suck apricot flesh like a ripe persimmon

It's like eating a spoonful of apricot milkshake.

Soft and delicate

Every bite is a surprise

He took screenshots of these positive reviews and posted them in a new tweet to further prove that Xing was delicious. As a result, the original sales volume was around 100 boxes a day. After the new version of the copy was launched, the orders increased to 250+ in the first two days, and subsequent orders remained stable at around 150.

Next is the time to reveal the magic trick. What thinking tools did Lao Sun use to come up with such good copywriting?

The answer is this picture.

Let’s follow 1-2-3-4:

1. Determine the category name , which is "Apricot", without a doubt.

2. Identify the product advantages : "very sweet and not sour" and "adequate moisture".

3. Thinking across boundaries, besides apricots, what else is “very sweet and not sour” and “full of moisture”? This step was a bit difficult, but after patient association and screening, Lao Sun came up with the idea of ​​peach.

4. Combine category name + cross-border noun = honey apricot, and the wonderful copy is freshly produced.

Do you remember the comment from the customer just now: "It feels like eating a spoonful of apricot milkshake, soft and smooth" ? It’s very well written, right? The principle behind it is still the above 4 steps, milkshake (cross-border) + apricot!

Here is a practical question for you to think about :

A pumpkin with a strong flavor. After steaming, there is a small amount of white liquid on the surface of the pumpkin flesh (don’t think of anything wrong). It has a soft texture and melts in your mouth... Okay, how can you write about the product advantages in a way that makes it exciting and vivid?

Smart as you are, you must have looked at the picture above, 1-2-3-4 march in step~

The copywriter immediately had an idea - Lao Sun followed the same method and sold this pumpkin in high sales.

This thinking tool can be used not only to sell fruits and vegetables, but also to sell any kind of products . Everyone likes digital products. Look at this thing, have you seen it?

This is not a macaron cookie, it is a portable Bluetooth speaker . It is very small and light. You can play songs to liven up the atmosphere while going out for a picnic, exercising, or even taking a shower.

When customers buy Bluetooth speakers, small size is definitely their main requirement. No one wants to carry a bulky and heavy speaker with them, especially girls! So the question is, on the e-commerce page, readers cannot see the actual product, so how can we write the copy to make them feel that the product is very small?

Of course, we can put the specifications , 155x64x35mm, but can you expect customers to find a ruler and take the trouble to measure it themselves? We can write the adjective "small and light", but the question is, do customers believe it?

So, we started thinking according to 1-2-3-4 again——

The copywriting is very simple, just saying " about the same size as a small SLR lens ", the customer will understand immediately. Who hasn't seen a lens? There is no need to say how small it is.

Now please look at these three crossover combinations again.

Honey apricot, cream pumpkin, lens speaker,

Hey, did you spot a hidden pattern?

Why?

Because we want to elevate the quality of our product category and guide readers to think in a high-end way. If readers think the product is high-end, they will think it is valuable. When we quote the price, they are more likely to think it is cheap, and they will be more willing to buy it!

For example, we can call that small speaker "dumpling speaker", which is not wrong, and it can also highlight its small size, but it is very low-end!

So I added this very important knowledge point, and the final version of the thinking tool map is as follows:

It's time to click the upper right corner and save this article.

You know.

02 Cross-border analogy

If you think the first trick is full of useful information , then I would like to say that the second trick is equally good, and it is a more advanced writing method that most marketers have not noticed, let alone mastered.

And you are about to get it. Lao Guan's articles require you to use your brain to read them. At this moment, please join me in decadence for a minute, be an idle otaku, and go to a live streaming platform for a check-out. Let me introduce you to a host, Brother Fei (pseudonym).

Brother Fei is a passionate fitness enthusiast , and he discovered an interesting business opportunity: many boys want to work out.

However, in domestic gyms, you have to buy classes before the coaches will teach you. People without money become what they call "fitness orphans" , which is very pitiful and unable to get in. He shouted out a slogan " If you don't know how to teach, and if you are lazy, I will accompany you. What reason do you have not to train?" He broadcast his fitness on the platform every day and explained the key points of the movements.

Obviously, Brother Fei is not a Lei Feng, he also needs to make money to make a living. He makes money by selling nutritional supplements . He is the agent of a German brand, which is not cheap, costing 399 to 439 yuan per can.

There are thousands of protein powder brands, why did Fei Ge choose this one? He was attracted by this product because it is "100% water-soluble whey protein" and its advantage is that it "builds muscles faster".

The question is: How can we make the otakus watching the live broadcast understand and believe this?

Many marketers would write like this: explaining the nutritional principles, saying that this product is separated and purified from milk, has a high absorption rate, a reasonable amino acid composition, and so on.

The problem is, let's put ourselves in their shoes. The otakus have just seen scantily clad female anchors and exciting game special effects. They are just looking for entertainment. Will they bother to listen to you talk about these professional topics?

Hey, this is also a problem that we, every marketer, will encounter! !

When you sell relatively expensive products such as digital products, medical products, and expensive electrical appliances, you will find that their product advantages are often very complex . Once you talk about professional terms and principles and concepts, the copy becomes a doctoral thesis, which is particularly boring and difficult to understand. Readers do not like to read it and cannot understand it.

But these are the product advantages and we cannot avoid them. How should we write about them? This sentence by Fei Ge on the details page is really brilliant!

BOOM! Hit the bull's eye! The otakus understood it immediately. They often played games to get experience scrolls , which allowed them to level up faster and make their characters stronger. They were very familiar with this.

So should I still buy protein powder? Of course! There are cheating props, why not use them?

As you can see, the second way to express product advantages is cross-border analogy . Its principle is shown in this picture:

After reading Lao Guan’s articles for so long, do you want to take a look at the promotional copy written by Lao Guan - using the method above?

Two months ago, I received a call from an unfamiliar number in Beijing.

I was stunned. What a familiar name. Who is it...Oh!

I remember there was a very popular roast duck brand in Beijing, named "Jiaoge*zi" (omit that word, you know), which was a bit pornographic, but very appropriate, and therefore very funny. A series of brand communication activities were very successful, and it became a national communication case in a short time. What did he want to do by looking for me?

"I'm starting a business and making a craft beer . When writing product tweets, we couldn't find the direction and would like to ask for your help!" This saved the communication process in the middle... Anyway, I took on the project.

Have you noticed that when it comes to drinking beer, in the past few years, we were all drinking Beijing, Dao, Hua, Tianjin, and Jiang.

Things have been different in recent years. People have started drinking imported wines , such as 16, Fu, Xiong... all kinds of Belgian and French ones. The general feeling is that the taste is better, more fragrant and more delicious . The secret is that fruits, coriander seeds and other spices are mixed into the wine during fermentation, which is why this floral aroma comes out.

But the beer I'm going to sell is different. It uses the classic German recipe. Germans only like to brew beer with malt and hate the practice of adding spices. In 1516 , Wilson V, Duke of Bavaria, Germany even promulgated the "German Beer Purity Law" , which stipulated that only malt can be used as the main ingredient of beer, and nothing else is allowed, in order to brew 100% pure malt-flavored beer.

In fact, German wheat beer is the ancestor of beer. Later generations added fruits, spices and other ingredients to it to create innovative beer styles. But no matter how innovative it is, German wheat has always been one of the best-selling wines in the world. It has a mellow taste, is delicious and very classic.

After reading this information, I wrote down a sentence: This wine has been a best-seller for more than 500 years, you should try it. The reason is very good, because it is classic, authentic, and has been a global best-seller for more than 500 years. Does it need proof of how good it tastes?

But if I just write it out like this, it always feels very long-winded and lacks motivation.

Have you ever had this experience where the words are on the tip of your tongue but you just can’t express them? I pounded the table in anger, but it was no use.

One day, I sat at my desk like a statue until 11 o'clock at night, but I had no inspiration at all . I went downstairs and took a walk around the surrounding streets, but after a round I still had no idea. I walked back to the community in frustration. The white light of the guard booth shone on the floor. Suddenly, a sentence popped up in my mind -

Yes, yes! That's what I mean! I quickly took out my cell phone and typed this sentence into the memo as fast as I could grab a red envelope. Finally, I put it near the end of the paragraph as a “secret weapon” to guide customers to place an order immediately .

The effect of the tweet was unexpectedly good . The first time it was posted was on the public account of a marketing big V (three words, starting with "小"). The readers of this account are marketers like us. They always have "occupational diseases" when reading articles. They can't help but think: what techniques are used in this copy, what is the principle of that promotional method? In short, it is not the mentality of proper shopping. But the result is still good sales, and the payment conversion rate has increased by 76.86% compared with before!

The week before last, we invested in three large accounts and earned more than 350,000 yuan in sales in three days. The ROI was as high as over 1:6 , which means that for every dollar invested in advertising, we could earn more than 6 yuan. This sentence played a very important role in achieving such good results!

When I was reviewing and summarizing the past, I realized that this kind of thinking is actually a cross-border analogy. If you don’t believe me, just look at it -

Back to the beginning of this article, we talked about Ouyang Jing . No one is familiar with him, but when it comes to Jacky Cheung and Happy Boys , everyone understands them. In essence, aren’t they also using this tool?

Experience scrolls, Coca-Cola , Jacky Cheung... Many good copywritings seem to be sudden inspirations and difficult to learn, but in fact, if you study the logic behind them carefully.

In fact, the essential ideas are the same, they just appear in different guises!

Once we grasp the essence, isn't it easy to write good copy?

Summarize

If we want to express the advantages of our products vividly and vividly, we have two weapons: [cross-border noun combination] and [cross-border analogy]

• The thinking logic of cross-border noun combination : category name - product advantages - cross-border noun, finally, cross-border noun + category name = good copywriting
• The thinking logic of cross-border analogy : category name - advantage principle analogy - cross-border noun, finally, use cross-border noun to analogize category name

When looking for cross-border nouns, please pay attention to two points:

1. This is a word that everyone should be very familiar with and understand as soon as they hear it;
2. It is more advanced than our product categories and can guide readers to think in a high-end way , thereby enhancing the product value in their minds and strengthening their desire to buy.