How can the copywriting impress the client? You have to get market thinking

Copywriting cannot solve problems, but copywriting can help customers solve problems!

“Whether the copywriting is good or not depends on the leadership.”

I believe this sentence has become the inner monologue of many copywriters.

Because of this, countless copywriters have already exhausted their remaining interest in countless revisions, and are ready to abandon the dark and turn to the light, even though they don't know where the light is, they just want to stop being copywriters.

The rest of the people rely on:

This belief and obsession with words continued to cause disputes with the client and conflicts with the designer. After all, even if you can't move forward quickly on the path you choose, you have to at least take small steps forward.

Therefore, how to make the copywriter become a leader in the confrontation with the client may be the state we most hope to achieve.

As the saying goes, the best way to defeat your enemy is to make yourself stronger. If you want your copy to win the client's approval, in addition to objective factors, I think it is very important that as a copywriter you must have a market mindset.

So what exactly is my understanding of market thinking?

Market thinking mainly manifests itself in three aspects:

1. Copywriters should not fall into marketing myopia

2. Cross-border thinking, with KOL attributes

3. Don’t create copywriting that targets the general public, but focus on seed customers.

01. Copywriters should not suffer from marketing myopia

There are three key points to the copywriting strategy:

1. Differentiate from competitors and find your position

2. Spread your own advantages and occupy a position

3. Promote customer purchases and occupy a place

To differentiate yourself from your competitors, you must first identify them. If I ask you who is Pepsi's biggest competitor? I believe many people would think it is Coca-Cola . If your copy is written for Coca-Cola at this time, then I believe your copy may be well received but not sold.

Why? Because Chinese people may choose Wanglaoji and Jiaduobao . So, of course, sales cannot be increased.

This is actually a mistake caused by marketing myopia. So what exactly is marketing myopia?

Marketing myopia refers to ignoring customer needs.

Before explaining this question, let me first share the explanation of the needs, wants and desires we often talk about.

Need: An abstract subjective consciousness that people have when they lack something

Desire: A specific form of satisfying a need

Demand: The quantity of a good that consumers are willing and able to purchase at a given price.

For example:

So going back to our original setting, it is obvious that Pepsi's competitors should be any products that can satisfy the function of quenching thirst. And not just Coca-Cola.

If you can understand this, you will be able to better design copywriting strategies for the client and have more sufficient reasons to support your copywriting logic.

02. Cross-border thinking, with KOL attributes

Third-rate copywriters talk about products, second-rate copywriters talk about feelings, and first-rate copywriters talk about visions.

Typically, this vision is often associated with social responsibility. Because the pattern people accept is often: cognition → identification → trust → support.

When you are doing a socially responsible communication, you don’t have to mention your competitors or yourself. It can also get support from more people. After all, no one would think that companies are not utilitarian at all. People treat you as a high-end business because of what you do. And thus more willing to choose your products or services.

For example, the vision of taxi-hailing software is to improve people’s car-using environment so that people no longer have to worry about the difficulty of hailing a taxi. So his copy is:

This is essentially the process of creating a KOL. Therefore, as a copywriter, you must understand that your copy must have KOL attributes in order to bring higher conversion rates . So how do you do this?

The answer is: creativity.

Teacher Yang Shitou has an interpretation of creativity:

1. Cross-border - multiple interactions create new species;

2. Interactivity - creativity should be interactive and storytelling;

3. Foresight - focus on forward-looking behaviors that trigger thoughts.

In short, use cross-border thinking to create a vision that will motivate people to support you by purchasing your product or using a service.

Cross-border thinking actually means going beyond the product itself. For example, if you are selling batteries, you don’t necessarily have to talk about how long the batteries last. You can also call on people not to discard it at will from the perspective of environmental protection.

03. Don’t write copy for the general public, grab the seed customers

Today, advertising is eclipsed by the growth of opinion leaders among customers and their voice in the Internet world. So, don't try to satisfy the masses with your copy, you only need to influence the seed customers. Leverage their connections on social channels to create buzz.

I personally think that copywriting is not just a job that uses words to express creativity, but also a job that requires one to be a thinker. I think this is probably why many advertisers prefer to choose big WeChat accounts to write copy and promote their products. Because fans of big WeChat accounts often come with their own labels, in a sense, they are willing to believe in the products or services recommended by their idols, and they can be considered seed customers.

For example, the candy-shaped battery launched by XX, its performance has long been known to everyone, so I think the seed users of this battery are the group that cares about appearance. So I think the copy can be written like this:

Copywriting should be more than just copywriting. You have to understand the market and channels better than your customers. I think copywriting should be a combination of creativity and consulting. Copywriting cannot solve problems, but copywriting can help customers solve problems!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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