A brief analysis of the three elements of copywriting: background, conflict, and answer

It’s always good to know some copywriting skills. At least you won’t starve to death!

Because now is the era of marketing, what does marketing rely on? Marketing depends on good products! This sentence is correct! But how can you present your product across regions to more target users so that they can see and use it! In the end, the copywriter will hit the nail on the head!

• Previously there was Shi Yuzhu’s Melatonin: I will not accept any gifts during the holidays this year, and the only gift I will accept is Melatonin!
• Then there is Lei Jun’s Xiaomi mobile phone: born for enthusiasts!

These are all classics in the copywriting world. So why is it that their copywriting can hit the hearts of users and then convert into sales! This is because a copywriter relies on his understanding of the product and his in-depth study of the user's inner world to create one classic brand copy after another and spread it across the country!

So, as a young copywriter who is not very mature yet, or who is often troubled by how to write earth-shattering and tear-jerking copy, how can you write a copy that will make consumers remember you?

Before writing today’s main text, let’s talk about the current situation!

If you often go to Zhihu or some other copywriting platforms to collect inspiration or directly imitate and plagiarize in order to write good copywriting, I believe you will often see some so-called senior copywriters answering a copywriting question or writing an article on how to write good copywriting. In order to appear to be more knowledgeable and familiar with the copywriting industry, they often make what they write look unreadable!

For example, the following:

They talk about technology, XY, neuroscience, etc. I really don't understand...

Isn't it just to write a good copy? Is it necessary to talk about all this? There is absolutely no need for that. A good answer or a good article with good copywriting should solve consumers' problems simply, clearly and concisely! No need to talk so much useless stuff!

Having said the above, let’s get down to business and serve my target users well! smile~

The three elements of copywriting

Let’s look at a case first. It was yesterday’s BYD Tang 100 WeChat Moments advertisement, I believe everyone has seen it. In the circle of friends, BYD’s copy reads: "Those who see this push, you are not chosen by big data, but by history." Such a copy combined with Leo's photo looks very classy.

When we click on the link, a video will play with a sentence in it:

Green is a gift from nature

It is our goodwill response

Return the blue to the sky

Return freshness to the air

Give a beautiful world back to the future

History is everyone's responsibility

In fact, this copy is exactly the true meaning of BYD Tang 100 electric car. It is nothing more than responding to the country's call for the development of new energy, and this copy is just right and hits the point. Linking BYD with green environmental protection and nature immediately enhances the BYD brand's sense of social responsibility and user favorability!

In fact, this paragraph of copywriting has firmly grasped the three elements of copywriting: background - conflict - answer

background:

Green is a gift from nature

It is our goodwill response

conflict:

Return the blue to the sky

Return freshness to the air

Give a beautiful world back to the future

Answer:

History is everyone's responsibility

The BYD Tang 100 is a green and environmentally friendly electric car in itself. Driving this car is your contribution to global environmental protection! This is also about grasping the socially friendly and just side of human nature, and then motivating consumers to be moved by it!

No matter what the final sales volume is, at least, in the eyes of many copywriters, such copywriting is a successful copywriting!

The three elements of copywriting: background, conflict, and the power of answers

No matter how others write copywriting or construct their ideas for copywriting, you will not go wrong if you write your copy according to the three elements of copywriting. Especially for novices who have just entered the copywriting industry, mastering the true meaning of the three elements of copywriting will benefit you for a lifetime.

Friends who have read Barbara’s “The Pyramid Principle” know that one of the chapters says that when we express or give a speech, we should tell the audience our clear ideas so that the audience can understand them. And this clear expression is based on clear logic.

And this logic is progressive, constantly attracting the audience's attention. Following the storytelling logic of background, conflict, and answer will allow your readers to "stand on the same page" with you and constantly guide them to understand your thought process.

What needs to be emphasized here is that the background and conflict are often noticed by users, or often happen around them, just like the copy of BYD Tang 100 above. Green waters, green mountains, and fresh air are what everyone expects, but they are often destroyed by everyone and become people’s pain points! By firmly grasping this point, you can make your copy convey the value of the product.

In fact, BYD is not the only company whose brand copy follows these three elements. This is vividly reflected in the copywriting of many well-known brands!

For example, the advertising copy of Youxin Used Cars some time ago:

People have no way out

However, buying a used car from Youxin is

No loss of money is the greatest guarantee

Uxin uses the most common sense knowledge "There is no retreat in life" as the background, which is also one of the biggest contradictions of people.

Finally, a twist: "But if you buy a used car from Youxin, you will get it"

This answer is a clarification of the previous one, allowing users to immediately remember that used cars purchased from Youxin can be returned or exchanged!

Let’s look at some of the many well-known brands that follow these three elements of copywriting:

In short, the three elements of copywriting: background - conflict - the answer is to use a vertical thinking mode to clearly tell readers the story you want to tell, and this story must be a pain point that is known to the public and has not been resolved. The brand is the answer to this pain point!

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

The author of this article @艺林小宇 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map