Jiang Xiaobai, the sad tea, read these 100 sad copywritings - forget it, you can't learn it
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From "UCC Coffee" to "Sad Tea" to "Hopeless Yogurt", "sorrow culture" marketing has become a hot topic in 2017, and small but certain sorrow has also become a new term. "Suffering culture" caters to the audience's emotions through copywriting . This article analyzes 100 " suffering copywriting " to reveal the copywriting methods of "suffering emotions". Introduction | “ Sangcha ” was only open for 4 days, but it pushed the marketing of “sang culture” to a climax again. The so-called "sadness" is to personalize the product through copywriting and cater to consumers' negative emotions. The first time I came across "sad copywriting" was two years ago when I went to my mother-in-law's home in Hunan. My brother-in-law bought a bag of betel nuts at the grocery store at the entrance of the village. I always associate betel nuts with the scene of a bearded uncle in his forties or fifties smoking a cigarette and playing cards. But the betel nut my brother-in-law bought, after tearing open the gold outer packaging, revealed a fresh packaging design with a sentence written on it: "You don't even care about your appearance, you might as well become a monk!" (as shown in the picture below) To be honest, this experience changed my inherent understanding of brand marketing . I didn’t know copywriting could be written this way? Last year, I saw a liquor called " Jiang Xiaobai " in a small bottle. On the packaging was written something like "We agreed to meet once a year when we graduated, but when we met again we were already nearly thirty years old." Later, I saw the subway advertisements for NetEase Cloud Music all over the screen. The copywriting is really becoming more and more down-to-earth. The so-called "sorrowful culture" is actually to write down the unpleasant things in life into copywriting to arouse resonance. So how do you write it? I compiled 100 "sad copywritings", including product copywritings for sad tea, sad tea, hopeless yogurt, negative man (the copywriter of sad tea), UCC coffee, Jiang Xiaobai, and subway copywriting for NetEase Cloud Music, and analyzed the rules of "sad copywriting" from three aspects: keywords , evoked emotions, and writing techniques. First of all, what is written in the funeral copy? I extracted some keywords from 100 "sad copywriting" and put them together to form the picture above. Fat, buying a house, making money, loneliness, love, and friendship are the words that appear most frequently. Here are some examples for you to try: Sangcha: You are already fat enough, you won’t get lighter if you drink one less cup. No Hope Yogurt: The salesperson said, I’m sorry, this is already the largest size. Ai Cha: Good things should be shared with good friends. Ah, I forgot that I have no friends. Negative man: How much can you earn in a month? Could you please stop asking such sad questions? Hopeless Yogurt: My blind date asked me if I bought a house? UCC Coffee: The ancients said not to bow down for a few bowls of rice. It is so true. You should kneel down and express gratitude for just one bowl of rice. Jiang Xiaobai: When we graduated, we agreed to meet once a year, but when we met again we were already nearly thirty years old. NetEase Cloud Music: Those who eat while crying can move on. Why do these words appear in funeral copywriting? Determined by the relationship between the product and the target population. First, solve user pain points through copywriting. For high-calorie foods such as milk tea, "fear of getting fat" is one of the pain points of users, so the word "fat" appears most frequently in the copywriting of sad tea and mourning tea. Secondly, create consumption scenarios through copywriting. Jiang Xiaobai's copywriting is particularly good at creating scenes. As a liquor for young people, the main scenes are gatherings among friends and brothers, and it also reveals the fact that friendship is dull. Maybe just for this sentence, people can have a drink. Again, cater to the lives and hearts of consumers. Some copywriting is completely detached from the product and is more in line with the consumers' hearts and lives. For example, overtime, making money, buying a house, and working, resentment exists in everyone's life. Starting from these angles, let users feel that this product understands me better. Summary of the rules: Information in the Internet society spreads at a high speed. Simply emphasizing the product's own characteristics will inevitably be suspected of preaching, which will disgust users. "Sad copywriting" is to establish the relationship between products and consumers through copywriting, focus on life and get rid of pain points. "Sad copywriting" creates a "heart-piercing" effect by restoring and describing scenes that may cause negative emotions in users' lives. If you want to write "heart-piercing" copywriting, you first need to understand the user's psychology and life situation. Writing method: Copywriting is a summary of life, which requires writers to immerse themselves in the lives of users. Social networking sites can be used as a source of materials, such as the barrage of comments on Bilibili and popular Weibo posts . Second, what emotions do sad copywriting evoke? I labeled these 100 sentences based on the emotions they convey, and used this to analyze what emotional resonances the "sad copy" evoked. From the above picture, we can find that among these 103 sentences, the most evoke the emotion of "helplessness", 47 sentences, followed by "loss", 29 sentences, and the least evokes the feeling of "happiness". These 3 sentences are all from the subway copy of NetEase Cloud Music, which can not be regarded as serious "sad copy". When I was sorting out these 100 pieces of copywriting, I felt gloomy and depressed. Here are a few examples based on the emotional classification: Helpless: They said I looked sad and asked me to be their spokesperson. Helpless: Every time I hear “Congratulations on getting rich”, I can’t tell you which year I got rich. Helpless: After reading many tutorials on how to dress, I realized that being thin is the best combination. Helpless: So-called maturity is smiling silently even though you should cry and make a fuss. Helpless: After being alone for a long time, when I cook dumplings, if I see two of them stuck together, I have to separate them. Lost: No one can make you give up your dream, but you will give up if you think about it. Loss: We grow old too fast and become wise too late. Loss: If you lose money, you can earn it again, but if you lose your innocence, it’s really gone. Lost: Wishing you happiness is fake, wishing you happiness is real. Self-deprecation: They made my selfies into emoticons . Sarcasm: You study painting, so please design a logo for me for free. Sorry, we are not familiar with each other. Irony: Some people like to give advice to others even though they themselves are not doing well. Sigh: It’s great that in reality we can exist so realistically at some point in time. Summary of the rules: The arousal of negative emotions should be moderate. Among the 100 copywritings analyzed in this article, most of them are about life and emotions, which cater to the depression in your heart but will never touch the forbidden areas in your heart. Negative emotions include tension, anger, sadness, depression, pain, etc. "Sad copywriting" mostly evokes emotions of helplessness, helplessness, and depression, without touching on aspects such as anger and sadness. In other words, "sad copywriting" is just to tease you and make you complain, but it will never make you angry or stimulate you. Writing method: Follow the negative emotions of the target user group's "general attributes", restore the lives of most people, avoid extremism, radicalism, and causing public outrage. For example, you can write "A sandstorm is blowing in Beijing again, but I still can't afford a mask", but you cannot write something as outrageous as "Sandstorm in Beijing". Third point: What writing techniques are used in mourning copywriting? When analyzing this problem, I read the complete collection of rhetorical devices again, and it seemed that the only word left in my mind was "turn". Among these 100 pieces of copywriting, 61 used the rhetorical device of transition, especially for the brands of Sorrow Tea, Sorrow Tea, Hopeless Yogurt, and UCC Coffee, 90% of the copywriting used transition. As for the remaining 39, 11 used the technique of contrast, and the rest had almost no rhetorical devices, with only a few using metaphors, personification and plain description. There are several ways to create a transition, such as common sense transition, proverb transition, chicken soup transition, etc. In short, it is to break the user's inertial thinking and achieve unexpected results. Here is a plate of fried chestnuts for you to try: Common sense twist: You can’t drink it without sugar, right? Can't you live well without dreams? Common sense twist: If you work overtime until the latest, you won’t be eligible for a pay raise. Common sense twist: Believe in yourself, you are the fattest. Common sense twist: I’m 24 years old this year and have never been in a relationship. A twist on the proverb: If you feel that you are as tired as a dog after a whole day, you are really mistaken. Even a dog is not as tired as you. Transformation of the proverb: The ancients said not to bow down for a few pieces of rice. It is really true. You should kneel down and give thanks for even one piece of rice. Chicken soup twist: When you are angry, don't let your anger overwhelm your reason. Remember to count from 1 to 10 and think carefully about whether it is better to use fists or kicks. Chicken soup twist: The world is so big, but human beings have walked into a corner of sadness. Summary of the rules: No matter how depressing "sad copywriting" is, it is still product copywriting after all. It arouses resonance through negative emotions and adds a self-deprecating smile to the negative emotions through unexpected twists. In the words of my neighbor, Uncle Wang: "Life is funny." Writing method: sort out the buzzwords among the target user group and change one of the elements. When making a change, ask yourself this question: “If not this, then…” For example, Mantis shrimp, let’s go, but what if we don’t go? That's Mantis Shrimp, we're back, Mantis Shrimp, we're going to heaven. What if we don’t talk about mantis shrimp? That’s Teacher Cang, let’s go, Luban No. 7, let’s go. Fourth point: How does sad copywriting express the sense of story? Each sentence of the sad copy is very short, but some sad copy reads like a story, such as the following: NetEase Cloud Music: I have listened to ten thousand songs, watched a thousand movies , and read a hundred books, but I have never captured a single person’s heart. Jiang Xiaobai: Dad put away the fishing rod that had been lying on the pond all day. All he wanted was to talk to you for three minutes. If you think that only achievements can measure "prospects", it's better not to meet you. No Hope Yogurt: The salesperson said, I’m sorry, this is already the largest size. Every sentence can be associated with a story. On the basis of arousing emotions, the use of story-telling techniques can make it more deeply rooted in people's hearts. So how can we make the copy read like a story? Realistic. The picture above shows some of the realistic words I have extracted from the 100 sentences. By describing real-life scenes, experiences or objects, I make the content fuller and more realistic, which is the "plain drawing" technique mentioned above. Summary of the rules: Add lifelike descriptions to the copy, and implant words with a breath of life to increase the sense of scene and story, making the copy more specific and easier to connect with real life. Writing skills: Using copywriting to express a sense of story is a test of writing ability. When I write such copywriting, I will use a relatively stupid method. I will implant the product into a specific scene and write a paragraph of description. It can be a description of the environment, a story, or a dialogue. I will extract the key elements and reintegrate them, or extract a sentence from it that reflects the central meaning. Fifth point: How to promote products with sad copywriting? Sad copywriting breaks the conventional way of copywriting expression, caters to consumers' emotions, and no longer brags about itself. These copywritings do not seem to be promoting the company’s own products, but in fact, they are directly related to the target population behind the products. For example, Jiang Xiaobai is a liquor targeted at young people. What are the scenarios for this kind of liquor with a low unit price and simple packaging? A gathering among friends. So we can see that most of Jiang Xiaobai's copywriting is about friendship and brotherhood, and Jiang Xiaobai embodies his true nature. Summary of the rules: Traditional copywriting emphasizes the value of its products, which is nothing more than materials, craftsmanship, honors, etc. Sad copywriting focuses on user experience. Product copywriting conveys a usage scenario and talks about life. Writing method: Analyze the user groups and usage scenarios of the product, and try to relate the copy to the scenarios. For example, the copywriting of high-heeled shoes not only emphasizes the material, craftsmanship and comfort, but also can describe the consumer’s inner thoughts and scenes. For example, "The higher the heels, the easier it is to sprain your ankle, but who can blame me for being short?" Point 6: Summary The new generation of young consumers are extremely resistant to "preaching", pursue self-inner exile, and like brands with "tone". "Sad copywriting" and "self-congratulatory copywriting" are in opposition to each other. "Sad copywriting" completely stands from the user's perspective, paying more attention to consumers' lives and psychological demands, and does not over-emphasize product features. It may seem detached from the product, but it actually helps the brand establish connections with users. Sad copywriting allows users to empathize by describing life and inner scenes, thereby generating a sense of identification with the brand. There are many ways to write heart-wrenching copy, but they all have one prerequisite: don’t over-promote the product’s features. This is the hurdle that many people cannot overcome, because if you want to do this, will your boss agree? Can the customer agree? Hehe. Perhaps this is the biggest reason why you have no creativity. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @张小坏 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! 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