25 copywriting skills to teach you how to create good copywriting that heals people's hearts

• First, establish familiarity.

Because we are afraid of unfamiliar things in our hearts, walking on an unfamiliar road in the dark always feels much longer than walking the same road for the second time. What a person needs most is to identify his position, that is, to correctly understand his current environment and past relationships, and to have a feeling of being at home.

For example, when a patient wakes up in the hospital, the first question he or she will ask is where is he or she, rather than asking how I am. This is the best proof of positioning. When an ad builds a sense of familiarity with a product, the ad increases your psychological value for it, which can lead to a certain preference for it.

So how do we create a sense of familiarity? It mainly involves the resonance of time and emotions. A sense of familiarity is established through long-term accumulation and by expressing the same emotional feelings as consumers.

• Second, it serves as a reminder and encouragement.

Without reminders, we may only remember food, clothing, housing and transportation. If jewelers and florists do not frequently remind you of wedding anniversaries, birthdays, Valentine's Day and other miscellaneous festivals, people will rarely take consumption actions.

The advertisement itself serves as a reminder. At the same time, advertisements will remind people to restore their previous confidence and beliefs, such as pursuing a high quality of life, exercising a good body, and having smooth black hair, which can easily encourage those interested consumers and prompt them to resume purchasing behavior.

• Third, spread the information.

One very important purpose of advertising is to enable manufacturers to find consumers, and consumers must know what manufacturers can provide? In a state where manufacturers and consumers are far away from each other, advertising is the most economical and fastest way to connect consumers remotely, spread product information, and persuade people to take action.

• Fourth, overcome inertia.

What is inertia? It is the state in which people remain the same. Why do people have inertia? Most people have the inertia of clinging to the old and the new.

There are two common reasons for this kind of inertia. The first is that the rewards after taking action are intangible and distant. The second is that the pain is right in front of you. Take losing weight as an example. The reward of a slim figure is far away. But the troubles of hunger and physical exhaustion are right in front of us, so it is difficult to lose weight.

What kind of advertising can overcome inertia? One is a painful fear that causes punishment for procrastination, and the other is a distant and vivid vision of reward. That is, one takes advantage of fear and the other takes advantage of temptation. But what often works is a combination of fear and temptation.

• The fifth way is to increase the added value of products.

Advertising can bring an added value, a value that represents the increased satisfaction that consumers gain from using the product. As we all know, beer is a drink. If an advertisement describes that this product can clean the refrigerator and remove bad odors, the product will have added value for housewives. Advertisers can also further add various intangible values ​​to the product, which can produce a sense of satisfaction for consumers that goes beyond specific tangible values, such as identity and status.

Nowadays, products on the market are similar. How can we make our products stand out? The best solution is to add subjective value to the tangible value of the product, because subjective value is often greater than tangible value.

2. If the direction is right, the copywriting will be correct

Many people often say that they can’t find the feeling when writing copy. That’s because you can’t find the direction. Any copy has its own destination. So no matter what method you use, you must achieve your goal, and those who can achieve their goals must have a strong sense of direction, but most copywriters are directionally challenged. What should they do at this time? You should use a navigation tool , so how do you install a copywriting navigation for yourself? I summarized 5 steps.

• The first step is to determine the destination, which is the purpose of your copywriting.

Many people are not good at writing copy not because of poor writing skills, but because they don’t know the purpose of the copy. Without a goal, you won’t know where to go. This is also a common problem nowadays. Many customers don’t understand what effect they want, which makes it difficult for many copywriters to start, and the final results are not ideal.

• The second step is to plan routes and classify products.

After determining the destination, you need to plan the route. Because the earth is round, as long as you keep walking, you will reach your destination. It’s just that it may take you a lifetime while others may take one day, wasting time and money. Reasonable route planning can save huge costs.

A product is usually divided into two categories. You can see that the first type is large and expensive, such as computers, cars, refrigerators, etc. The second type is small and light, such as combs, drinks, shirts, etc. In fact, it is classified by price and value. Because consumers’ purchasing thought processes are different for different products.

In order to inject more rational identity into large and expensive products, the first thing to consider should be long copy. Consumers will definitely think deeply before purchasing or approving such products, because for products worth thousands of dollars you must provide some evidence, data and facts. Even if you are a digital idiot, when you buy a laptop, you will ask your friends whether the relevant data is good or bad.

For the second category, if it is for small and light products, it is not too much to have too much emotional content, and short copywriting is enough, because I will choose a drink with a beautiful bottle from the freezer, and I will fall in love with Marlboro cigarettes because it is as gentle as the weather in May, and I may also fall in love with a wooden comb because every time I comb my hair, I miss him.

• The third step is the motivation to start, which is to extract the selling points.

You must give reasons why others should buy your product. Why should I buy your refrigerator? Maybe your refrigerator has a large capacity and can help me solve the problem of not having enough food. Why should I buy your shirts? Maybe it’s because the shirts I have at home are wrinkle-free, so I don’t have to look for an iron everywhere.

There are several steps to extract selling points:

First, collect all the selling points of the product. Second, filter out those selling points that are the same as your competitors. Third, if the number of selling points of your product is zero after screening, then please keep your most advantageous selling point. The last step is to retain the last selling point and incorporate some unique emotional elements, such as personality, attitude, emotions, world outlook, etc. Not every product has a unique selling point, but every person is unique. So you should humanize your product, which is actually branding.

• The fourth step is to use tools, that is, to find an entry point.

The entry point is that you convey a tool, which determines the efficiency of your reaching the destination, because you can choose to walk or take a car. Some people feel very relaxed after writing, while others are exhausted. This is the problem of entry point.

So how do you find the entry point? I have a humble suggestion, which is to look for analogies.

Let me give you an example here. In the first case, let's analyze the idea of ​​a plastic wrap. It goes like this: the hostess sadly pushed a cabbage into the emergency room, but it eventually died. She compared the cabbage to the housewife's child. The child lost the protection of the plastic wrap and ultimately could not escape his fate. This kind of analogy is used to highlight the importance of plastic wrap. So is it only his plastic wrap that has a good preservation effect? Obviously not. Maybe other plastic wrap is of better quality. No one cares that consumers like his plastic wrap because their advertising copy is very interesting.

• The fifth step is to check the destination, that is, to verify the copy.

When your copywriting is finished, don't be too excited. You still need to check your copywriting one last time. You can ask a friend to take a look at it and confirm it. This is the last step of the copywriting and you must not ignore it.

What is healing copywriting? If it can heal the wounds in your heart and wipe away the worries in your mind, it is a healing copy that warms people's hearts.

I think the most healing copy in the world should be this sentence: It's okay, I'm here. The first part of "It's okay" actually ignores one thing, that is, you have encountered some situations, some situations that make you upset, such as breaking up, being fired, growing a bean, or gaining ten pounds, I'm here. The second part also omits one thing, an event that helps you solve the negative situation. For example, if you are fired, he will say I will support you for the rest of your life.

How to write healing copy?

In three steps:

• The first step is to find the reader's wounds. Only with wounds can there be healing. The wounds here include some troubles, difficulties, and sad things. To cheer up the reader, we must first understand why he is depressed. Finding the wounds is the first step to healing.

• The second step is to give an excuse for comfort. This is extremely important, but also easy to overlook. The so-called comfort is to find structure. But the difference between comfort and excuses is that comfort is given to you by others, while excuses are made by yourself. Remember one thing, never rub salt into the wound. When someone is wounded, you should give him an excuse, which is the best medicine. Don't tell him the facts or reason.

• The last step is to provide the final exit, because sooner or later you have to let out the anger you are holding in. Comfort is to stop the wound and prevent it from spreading, while the exit is the place where real healing takes place. It's like a room filled with thick smoke. Comfort is to close the source, and turning on the smoke exhaust fan is the real exit.

Let us give two examples here. You have been fired. There are many bosses who have no vision. I will support you. What is the wound? I was fired, out of work, and hit hard. My excuse was to blame the boss for having no vision. I knew that someone was supporting me, so I felt better.

How to write healing copy for a product?

Let’s do a few simple exercises and you will learn it by watching more.

• A razor, a man with a full face of stubble, and a chance to be extremely handsome, it depends on whether you buy my razor or not.

• Acne mask, can’t you cover up the pimples with makeup? Young people all stay up late, so just use a few acne masks.

• On the e-commerce platform, you want to buy a lot, but if you don’t have enough money, the money will always slip away. Fortunately, on Double 11, everything is 50% off.

Looking for creativity means looking for inspiration, so where can we find it?

First, look for creativity in the product name.

Many of the world’s great advertisements come from product names. Using product brands as a material for advertising copy is also very effective.

Here I will talk about some classic cases.

The Economist magazine, the Economist said in its own advertising book that I never read this magazine, and then consumers became very interested in reading it, and then in the end they found out that the guy who said this was still an intern at the age of 42. This is the result of not reading The Economist.

The food tastes better, tastes better, if it tastes better, you should eat more. The trademark “Delicious, Delicious” is a good idea in itself, and it expresses the appeal of the trademark.

Second, look for creativity from product packaging.

Product packaging can be shape, color, material, the feeling of holding it in your hand, or the way you open the product packaging.

Let’s look at a few examples.

For example, lubricant. You can look at this picture. Such a large product can be stuffed into such a small package. The function of the lubricant is perfectly explained at once, simple and direct.

Third, look for ideas in how products are manufactured.

First, let’s take a look at whether the way your product is manufactured is unique? Whether it is machine-produced or hand-made, whether it is baked at a high temperature of 10,000 degrees, or whether it uses some special material process, these are the product's own genes and also the product's strengths.

For example, Nongfu Spring, we are just nature's porter. The manufacturing method of Nongfu Spring is quite special. It is not processed, it just transports good water. So the copywriting just describes the manufacturing method of the product, and then it became an instant hit.

Fourth, look for inspiration from the product’s origin.

You need to ask yourself some questions about the origin of your product, such as whether your place or water is unique, and whether the grapes there are the best-looking and largest? Are there any trace elements there? If your product is made of cotton, then the best place for cotton to come from could be one of your advertising ideas.

Fifth, look for inspiration from the product’s history.

If you don’t have any creativity in real life, you can go back a few decades and look for it again. If your product has no history, you can make one up and write a story.

Sixth, look for ideas from old product advertisements.

It advocates the use of some images and slogans from old advertisements. For example, the Volkswagen Beetle had 80 classic advertisements before. They are very classic and deeply rooted in people's hearts. He used the old advertisements of the Beetle and created on this basis to tell customers one thing: if you thought the Beetle was very good in the past, then the return of this new Beetle will be even better. In fact, it is using people's nostalgia to promote this new Volkswagen Beetle.

Seventh, look for ideas from product uses and impacts.

What happens when you have the product, and how does using it affect you? What will change? List as many as possible, then eliminate some irrelevant ones, and finally find a suitable direction. For example, Lenovo's ultra-thin notebook. The impact of using an ultra-thin notebook can be positive, such as being able to easily put it in a briefcase, but it can also have negative effects. For example, this creative advertisement may accidentally go down the drain because it is too thin.

Eighth, find creativity from the consequences of lack of products.

In fact, this is a kind of negative marketing . If our product is not suitable for you, you will be in big trouble. This creativity may not seem very friendly on the surface, but it always makes readers happy.

Ninth, find creativity from product usage comparison.

The comparison method should be very commonly used, which is a comparison before and after the use of the product. This method has a public announcement, which is to raise questions and then solve them. A comparison between before and after using a product, for example, using whitening toothpaste, the teeth are yellow before use, and become white after use. The problem here is that the teeth are very yellow and ugly.

4. How to guide consumers to buy

We often say that users will consume only when there is demand. However, in many cases, there is not necessarily consumption when there is demand.

Because we all know that Maslow's hierarchy of needs principle, physiological needs, safety needs, love and belonging, respect and self-actualization, are actually the driving force for consumers to buy. However, from needs to purchasing behavior, a purchasing motivation is also required. There are eight main motivations for users to buy products. As a copywriter, you must learn to induce a purchasing motivation in consumers.

1. Problem solving means that consumers experience an existing problem and then look for a product to solve the problem.

Let’s take a simple example. If a child’s academic performance is poor and the parents do not have time to teach him, the parents will seek help from a tutor. If you are a tutoring service agency, how can you use copywriting to induce this motivation? The key is to make consumers aware of the existing problems and then provide them with solutions.

You can write your copy like this: If you can’t spend time teaching your children, then spend money.

2. Prevent problem motivations, foresee problems that will arise in the future, and then look for suitable products to prevent problems from occurring.

For example, some training courses advertise that machines will replace all assembly lines in the future and that people without skills will be eliminated by society. They also say that the world will eventually punish those who do not learn. Their approach is to stimulate consumers with negative questions and get them to take action to avoid negative results. This is a motivation to avoid negative results.

3. Incomplete satisfaction motivation, that is, you feel that the current product functions are not powerful enough and cannot meet your more needs, and then you look for better products.

To give a simple example, if a mobile phone only has the functions of making calls and sending text messages, everyone would actually be very satisfied at that time, right? But when mobile phones needed functions such as taking photos, playing games , and surfing the Internet, smartphones appeared and feature phones became obsolete.

4. Motivational conflict means that you have mixed feelings about your current product. Part of you like it, while part of you dislike it. And whether you should look for a more ideal product to resolve the inner conflict is a matter of debate.

There are three types of conflict:

• The first type is dual-drive conflict, which means that consumers are faced with two positive choices, both of which they want very much, but they can only choose one. For example, a woman is hesitant about which dress to wear for a date, or after get off work, should she go home to be with her girlfriend or go play ball with friends? For a consumer, when faced with two brands, he wants to buy both, but can only choose one. At this time, the copywriter should give some additional reasons to make consumers choose to support their products.

• The second type is the conflict between tendency and disadvantage. The product or service that the consumer is eager to buy will bring negative consequences, but the consumer is eager to achieve this goal, but at the same time hopes to avoid it. For example, when I see delicious food, I want to eat it, but I don’t want to get fat. For example, I like to wear fur coats, but I am worried about hurting small animals. At this time, the copywriter should help consumers to convince themselves that they deserve to enjoy delicious food and build up a sense of self-confidence to overcome guilt.

• The third type is a double-trade conflict, where consumers face a dilemma and are reluctant to make either choice. For example, you can choose between buying a new fashion item at a high price or buying last year's model at a low price. Faced with this kind of conflict, sales staff need to step up and resolve it. For example, if you successfully recommend a friend to place an order for a new product, you will get a 10% discount when you place an order for the new model.

5. Normal consumption, when the product is used up, a normal supply needs to be maintained.

For example, when the toothpaste or laundry detergent is used up, what must we do? Otherwise, consumers will run to the supermarket next door. We can provide door-to-door service so that consumers can stay at home. What's even better is that we can provide a six-month subscription service, just like ordering mail and newspapers.

So how do we induce the motivation for normal consumption? It's simple, just make these products used faster. Then you can do this, for example, make the hole of the toothpaste a little bit bigger.

6. Satisfy the feeling, that is, seek additional physiological stimulation and enjoy the product.

For example, Coca-Cola will cool your taste buds, and the soft sofa will relax your whole body.

7. Promote intelligence, that is, seek extra mental stimulation and master a new product.

This is a desire for novelty. In addition to satisfying psychological stimulation, consumers can also learn more new things. Therefore, once there are words such as new inventions or black technology, consumers will pay more attention to it. They hope to get unprecedented experience from it. If your product function has a new breakthrough, then show it to consumers. If there is no new invention, then look for something novel in the method and packaging. As long as it is new, it is fine, whether it is a product function or a form of expression.

8. Social recognition. That is, look for opportunities for social praise and buy products that are in line with the trend.

What is social recognition? It means that society recognizes, approves and affirms your behavior. One thing a copywriter needs to do is to make buying a product a socially acceptable behavior.

Take a car for example. We would say that this car is cheap and can travel farther per liter of gasoline, which will make you a smart shopper and a very responsible person. You can use the money you save on more important things, such as investing in your children's education or going on a honeymoon with your lover. In this way, your purchase of this car will be recognized by society and others.