JD.com’s beauty copywriting aroused public anger! 3 steps to teach you how to write marketing copy

Netizen @Office Building Auntie exposed the Jingdong Beauty Express Carton on Weibo

JD Beauty issues apology letter

As of now, the Weibo topic #Jingdong copywriting doesn’t wear lipstick# has been read 76.787 million times and discussed 13,000 times. The person who exposed the incident, @Office Building Aunt, posted an angry blog post: "In the future, if a woman goes to a job interview at JD.com and tells the interviewer: I don’t have lipstick, I should be counted as a man."

At the same time, netizens have derived countless hilarious copywriting because of this sentence, such as: "What's the difference between you and a girl without eight-pack abs", "I am your father without lipstick!", "You are 20 years older than her, what's the difference between you and her father?" and so on.

Controversial ads have always existed

In fact, this is not the first time that a business has faced controversy over its brand marketing . Let’s review it together!

1. Juewei Duck Neck : During last year’s Double Eleven shopping festival, the marketing poster of Juewei Duck Neck’s Tmall flagship store featured a lady with her legs apart and chains on her feet, with the caption “Fresh, tender, and juicy. Do you want it?” Accused of making sexual innuendos and insulting women.

Consequences: Ultimately, the merchant engaged in vulgar marketing was fined 600,000 yuan for violating relevant provisions of the Advertising Law .

(The content of the poster may cause discomfort, please search Baidu if you want to see it)

2. Used Audi : Women who have undergone plastic surgery are compared to modified second-hand cars, who are treated as objects and rudely inspected by the mother-in-law at the wedding. Accused of insulting and discriminating against women.

Consequences: Audi’s used car ads were removed from shelves, the official issued an apology letter, and Weibo shut down the comment function.

Audi used car advertisement: facelift

3. IKEA : The slogan in the advertising video in November last year, "Don't call me mom if you don't bring your boyfriend back", was criticized and disappointed by netizens.

Aftermath: IKEA pulled the ad and issued a statement apologizing for the false impression it had conveyed.

Discrimination against women, objectification of women, these straight male cancer incidents have caused consumers, especially female consumers, to have a certain degree of psychological discomfort, reduced brand recognition, and a worse impression.

In addition, Ant Fortune’s slogan “The older you get, the less likely anyone will forgive you for being poor” sells anxiety and measures life’s success with money; Alimama ’s slogan “What if you give birth to a daughter? Use alkali pregnancy kit for the second child” shows gender-discriminatory ideas of favoring boys over girls; Dove laundry detergent commercial involves racial discrimination by turning black people into white people; Didi ’s commercial features a mother-in-law interrogating her son-in-law about his conditions, which causes psychological discomfort to men; and the commercials of Vanke, Didi, and Alipay are full of sexual innuendos.

Many netizens shouted: "Are you devils?"

There are frequent incidents of consumer boycotts due to advertising copy conveying inappropriate values. To sum up, these controversies are mainly based on gender discrimination and sexual innuendo. However, these advertisements with obscure innuendos are criticized, banned, removed from the shelves, and punished as soon as they enter the public eye, which shows that such sexist remarks are gradually losing their breeding environment in today's society.

Today, with the evolution of women's social roles and social status, women have more and more control over money and have more and more say. They not only vent their emotions on online social platforms, but more obviously express their thoughts through practical actions, which is reflected in JD Beauty by boycotting JD's products and refusing to consume them.

Therefore, with the rise of female consumption power, it is becoming increasingly important for brands to strengthen their value construction and enhance awareness of gender equality. In society as a whole, mainstream values ​​need to be reshaped and strengthened. Sometimes negative advertising can be fatal to a brand, so brands are advised to think twice before using marketing methods and marketing copy that hurt users' feelings.

Some people say: A good product combined with good copywriting is like pressing the switch of a money printing machine, which can create endless wealth.

So how do you write good copy?

I will give you an analysis and explanation from three aspects: attribute analysis, attribute linkage, and insight.

Generally speaking, before writing a copy, the copywriter will first need to understand the following things: product image, product text introduction, and then a brief, including brand tone, customer goals, placement location, etc., and the rest depends entirely on the copywriter's performance.

Take Durex 's copywriting for JD.com as an example:

To write copy like the one on the poster, the first step is to do attribute analysis . These are the product’s attributes such as function, appearance, price, usage scenarios, and user groups. The attributes of this humidifier are: cheap, pink, convenient, mostly used on office desks, and used by young people, more so by girls. This type of people generally have high requirements for quality of life and are lazy, etc.

The second step is attribute linking.

It is to link all the intuitive attributes and associative attributes you just found and find the most suitable combination. Nowadays, young people like to slack off at work, doing things like paid squatting, paid game playing, paid daydreaming, paid chatting... The time they spend actually working hard is very little.

Therefore, a very important point in this step is that the copywriter must have deep and keen insight . There is no other way to gain insight but to watch more, observe more, think more, and accumulate more.

How to put it into writing is a matter of language organization and modification. In fact, good copywriting does not depend on how good the writing is, but on whether you really understand the product and your target audience.

Finally, learning from others can help us understand our gains and losses. I hope that all brands can learn from this when creating marketing copy, establish correct values, and avoid hurting users’ feelings. At the same time, for big and small brands, when they are not successful, they should focus on marketing, and when they become big brands, they should stick to the rules! The way is to adhere to correct values ​​and stick to your bottom line.

Source: 51coo