90% of marketing copy will use these two directions to impress users!

The essence of marketing copy is to get users to complete a certain behavior in order to achieve marketing goals.

But how can we better and more smoothly impress users and make them willing to take action?

There are many methods and different opinions.

However, there are two directions that are like panaceas. They cannot make your copywriting shine immediately, but they can get you on track quickly when you have no idea.

These two directions are one that utilizes likes and the other that is based on disgust.

Although the two user psychology of like and dislike are simple, they have always been the basis for driving user actions. The simplest methods are often the most useful.

How to effectively use these two directions in marketing copywriting is what I want to talk about today.

First of all, before you start writing a marketing copy, you must already know what action you want users to complete in order to achieve your marketing goals.

For example, we want young people to read more in their daily lives, enrich themselves and improve their competitiveness.

At this time, we need to find out which scenes, things, behaviors, etc. young people "like" or "hate" so as to motivate them to take action and read more.

Next, strengthen or eliminate these "likes" and "dislikes" to impress users.

Based on these two directions, we have 4 ways to write marketing copy. (The following are examples of copywriting that encourages people to read more)

1. Strengthen your liking and inspire your desire

If we can get something we have always liked after completing a certain action, then we will be more willing to take action. There is no doubt that profit-seeking is the most primitive nature of human beings.

Therefore, if users complete your behavior as required (such as using your product) and happen to get certain scenes, things or behaviors that they have always liked, then you can strengthen and amplify the "like" that they can get after completing this behavior, and stimulate users' yearning through the profit-seeking psychology.

Tell him that after completing this behavior, he will be able to gain this kind of "love", and what you have prepared for him is something that others do not have, scarce, and better.

For example, Y&R Paris made full use of this point when creating advertisements for the French eyewear brand Keloptic. They used impressionist paintings such as Van Gogh's self-portrait and Notre Dame de Paris as the background to create a series of interesting advertisements, constantly reinforcing consumers' pursuit of eyewear clarity and telling consumers:

From blurry impressionism to clear realism, all you need is a pair of Keloptic glasses.

So, in order to encourage people to read, how can we write copy using the method of "reinforcing love"?

This is what iReader did. They joined hands with dozens of big names including Yang Lan, Jackie Chan, Zheng Yuanjie, Ma Boyong, Rao Xueman, etc. to launch the #MillionReasonsToRead# charity reading event. The main copy is:

Reading brings change

When we are happy, we laugh.

I would also open a book and read it all day and night;

When we are sad, we cry.

I will also open a book and immerse myself in another life;

When we are upset, we will be silent.

They will also focus on the words to express their emotions;

Because of reading,

We are all children, still curious about the world;

Because of reading,

We stay away from exaggeration and learn to get along with ourselves;

Because of reading,

We experience ten thousand kinds of emotions in our limited life;

…

In addition, iReader has also launched a series of reading posters covering all subway lines in Beijing, and big names have issued their own reading declarations.

2. Eliminating Love – Magnifying Losses

Similarly, if we do not complete a certain action, we will lose something we love, so we will be more willing to take action, because behind the pursuit of profit is a fear of loss.

When people are faced with equal gains and losses, they will find it more difficult to tolerate losses. Because we care more about the unhappiness of losses than the happiness of gains.

Therefore, if a user fails to complete a certain behavior (such as participating in your event), he will lose certain scenes, things, or behaviors that he has always liked. Then you can also strengthen the "like" that can be obtained after completing this behavior, and magnify the loss of "like" caused by not completing it, so as to accelerate the action.

For example, Sony Thailand’s creative advertisement “Girls Change a lot when they grow up” is a king among classics. At the beginning, an innocent and lovely little girl appeared on the screen. Then there was a father outside the screen watching with a look of emotion and nostalgia on his face, and tears in his smile, which looked very touching.

Suddenly, the background music stopped, and a hand next to him handed a tissue to the old father. There was a dramatic plot twist: the daughter had changed a lot since she grew up... It was so touching that you will definitely laugh after watching it.

The video finally points out the core of Sony’s advertisement – ​​good memories are worth cherishing. Obviously, without Sony, these good times are gone forever.

For example, the following advertisement also reflects the same sentiment.

So what can we do to encourage people to read by using the method of “eliminating their love”? The copywriting queen Li Xinpin once wrote a copy specifically for Taiwan's Eslite Bookstore - "Another Concept of Reading."

I don't understand Calvino. Don't understand love.

I don't understand body meteorology. I don't understand homosexuality.

Don't understand women. I don't understand Mariette Duras.

Don't understand Free Jazz. Don't understand death.

I don't understand fin de siècle astrology. I don't understand Bauhaus.

I don't understand Truffaut. No understanding of political rights and struggles.

So, we read.

3. Strengthen disgust – create fear

If doing something will bring about certain scenes, things or results that we have always hated, we will definitely not do it. Once bitten by a snake, we will be afraid of ropes for ten years.

Therefore, if the user fails to complete a certain behavior (such as using your product), it will bring him certain results that he hates, then you can strengthen the "disgust" caused by not completing this behavior, turn the disgust into fear, and make him no longer want to refrain from action, but instead urgently want to complete the behavior you want.

However, although this kind of "fear marketing" that uses reinforced disgust is effective, it can easily cause negative effects and lead to user rejection if you are not careful.

A better approach is to first explain that if a certain behavior is not completed, certain possible disgusts will easily occur and be very serious. Once the fear is aroused, a reliable solution should be introduced in a timely manner to make users feel that it can indeed solve the disgust and is very easy to act.

For example, Durex’s approach is quite clever. On Children's Day, Durex launched a poster of "Children's Day for 3 People and Children's Day for 2 People". This means:

If you use our Durex, it only costs 49 yuan for two people to stay overnight, but if you don’t use it, hehe, you just wait! Don’t even think about having some time for just the two of you after Children’s Day. The most important thing is to spend money! Spend money! Spend money! Are you afraid that the flowers will make you cry?

So how do you write copy that uses "reinforced disgust" to encourage people to read?

The Economist magazine advertisement, which is aimed at high-end business people, also knows how to disgust. Instead of directly persuading readers to read it, it said in the advertisement:

“I’ve never read The Economist”

A 42-year-old management trainee said.

4. Eliminate disgust – avoid pain points

By the same token, if doing something can avoid or reduce a certain scene, thing or result that we currently hate, then we will be more willing to complete this action. Everyone wants to extricate themselves from their current disgusting and painful situation.

Therefore, if the user's completion of your behavior (such as using your app) can enable him to avoid or reduce certain results that he currently hates but is struggling to resolve, then you can point out and reinforce some of the pain points he is currently facing, and stimulate his determination to take action to escape from this pain point.

Tell him that after completing this behavior, the pain point that he hates now can be avoided or gradually reduced, and it will also change in the direction of his "favorite".

For example, Momo previously launched a series of advertisements that used animals to represent young people, and the entire theme revolved around "Just live like this."

By saying the opposite of what is said, the pain points in the lives of many young people today are pointed out, such as "following the routine", "fear of socializing", "cowardly", "boring life", etc., aiming to arouse their desire to escape from it, thereby guiding their actions (that is, using Momo).

There is also this copy from the literary women's clothing brand [Bu Lu Bu Ting], which describes the various deviations between reality and ideals, which are the pain points of many people today.

Although their products cannot directly solve this pain point, Buluxing’s copywriting is more about shaping the brand tone and eliminating this disgust by giving the products spiritual meaning.

When you are writing a PPT, cod in Alaska are jumping out of the water. When you are looking at a report, golden monkeys in the Meili Snow Mountain are climbing to the top of the trees. While you are squeezing into the subway, the mountain eagles in Tibet are circling in the clouds. While you are arguing in the meeting, the backpackers in Nepal are sitting around the fire with their glasses of wine. There are some roads that you cannot walk on wearing high heels, some air that you cannot smell even if you spray perfume, and some people you will never meet in an office building.

Only by going out for a walk will you discover that there is a different world outside and a different you.

Finally, how do you write copy that uses “eliminating disgust” to encourage people to read? "I'm Afraid of Reading", written by Ogilvy for the 25th anniversary of a publishing house, has always been regarded as a classic copy.

I am afraid of people who read. When I talk to them, I am like a transparent person, and my pale head cannot be hidden. What is the connotation I have? Isn’t it the most common knowledge that everyone can blurt out and linger in the air? Like the heart is on the left side of the body. After spring comes summer. The President of the United States is the most powerful person in the world.

But readers travel through knowledge, and can talk about everything from recipes to management, from gossip magazines to social trends, and even cats jumping from the sky, and can talk about the theory of earthquake resistance of buildings. In comparison, I am just a tape recorder in the MP3 era; outdated and out of adjustment. The argument I am most proud of is probably just a passage in a book that was on his bookshelf many years ago, and it is the one that is not marked with a highlighter.

…

To summarize:

The essence of marketing copy is to get users to complete a certain behavior in order to achieve marketing goals.

Using likes and dislikes are two very common marketing methods nowadays, which can help you get on track quickly when you are at a loss for copywriting. Based on this, there are 4 ways to write marketing copy.

1. Strengthen likes: Continuously strengthen and amplify the "like" that can be obtained after completing a certain behavior, and stimulate users' desire through profit-seeking psychology.

2. Eliminate liking: Strengthen the "liking" that can be obtained after completing a certain behavior, and accurately magnify the loss of "liking" that will be caused by not completing it, so that he will accelerate his actions due to fear of loss.

3. Strengthen disgust: Strengthen the "disgust" caused by not completing a certain behavior, turn disgust into fear, and make him eager to choose to complete the behavior you want.

4. Eliminate disgust: Identify and reinforce some of the pain points that the current user is experiencing, and stimulate his determination to take action to escape from this pain point.

I hope this helps and inspires you.

Source: Mumu Laozei