How can Father’s Day brand copy capture user needs? Share 3 writing angles

How to use copywriting to capture the emotional needs of users on Father's Day ? This article provides three writing angles. Let's take a look~

With major businesses paying more attention to this hot topic, Father's Day has deservedly become a marketing gimmick for men's products. So today, I will share with you my ideas for creating Father’s Day copywriting !

First of all, you have to understand that humans are social animals. So people like to gossip, like to share opinions and information with others to build relationships, and the emergence of the Internet quickly catered to human's natural tendencies.

For example: when people see a sharing plan, a health method, a life skill, or information that teaches children to solve problems, they may click the share button, or paste the link to WeChat , QQ, or email to forward it.

In the vast ocean of information, people often don’t have the time to search for the best content themselves, so they often check what others have shared first. As more people read and share the content, people may become more convinced that the content is important, while the content that is not shared is less important.

• Why did Papi Jiang ’s video spread so quickly on the Internet?
• Why was the Weibo post “Is tofu pudding sweet or salty” so wildly forwarded?
• Why has “We love to tell jokes” been at the top of Weibo’s “Grassroots List” for a long time?

People often share stories, news or other information with those around them and gossip with colleagues at the water cooler. But why is some content more shared than others? Why are some posts forwarded crazily? What exactly motivates people to share information?

Imagine you are standing on the edge of the Grand Canyon, with the canyon stretching out endlessly in all directions. Looking down, the rock wall is extremely steep and there is almost no vegetation. The goshawk circled in the crevices of the rocks. You marvel at the sight and feel so insignificant. At the same time, you feel like you are in a superior position. You feel unprecedented greatness to be able to come to such a great place.

This is the feeling. To be precise, it is emotion.

Emotion is a general term for a series of subjective cognitive experiences. It is a psychological and physiological state produced by the combination of multiple feelings, thoughts and behaviors. The most common emotions are joy, anger, sadness, surprise, fear, love, etc. There are also some delicate and subtle emotions such as jealousy, shame, humiliation, pride, etc.

Emotions often interact with factors such as mood, personality, temperament, and purpose, and are also affected by hormones and neurotransmitters. Emotions, whether positive or negative, motivate people to act. Although some emotion-induced behaviors may seem thoughtless, awareness is actually an important part of generating emotions.

According to Jonah Berger, writing in Psychologicial Science, a journal of the American Psychological Association:

Emotional “arousal” partly motivates people to share stories and information.

Therefore, it is not difficult to find that the content that people are happy to share often has strong penetrating power.

This type of content often inspires certain emotions in people, making them feel useful, interesting, happy, moved, surprised, fun, or associates it with their own experiences, ideas, etc., thereby resonating with them.

Because of resonance, I care. Because I care, I share.

For example: a puppy that can stand and walk like a human, a fat old lady making dolphin sounds...

They are so frequently shared because they evoke emotions, a sense of fun or wonder.

For example: Susan Boyle’s first performance on Britain’s Got Talent became one of the most viewed videos, with more than 100 million views in just nine days. Almost everyone who has watched this video will be shocked by Aunt Susan's singing and courage. The scene was not only touching, but also surprising.

It is this emotion that motivates people to spread it.

So, in Father’s Day marketing, how can we use copywriting to awaken people’s emotions and make them willing to share?

Let me give you a few ideas below. Well, please read carefully, it is just an idea, not a copy that can be used right away. Therefore, the specific copywriting still needs to be carefully considered in combination with your own brand when operating.

Writing angle 1

First Person: Positioning

A father is a person with multiple personalities, and everyone’s father is different. Some fathers are very kind, some are very strict, some don't like to talk much, some cook very delicious food, some love to drink, some love to play chess, some talk very loudly, and some don't stay at home often...

No matter what your father is like, he must love you and you must have a lot to say to him. So, in your heart, you should define a position for your father. Write down what you want to say to him, and create a series of them. Which one stirs your emotions the most? What can best arouse the emotions of most people?

It’s best if it’s something that everyone has experienced and that they can easily resonate with. Then, from what you wrote, choose the one that touches people the most.

Writing Angle 2

Third Person: Introduction

If you were introducing a restaurant to a friend, what would you say? If you could describe your dining experience in just one sentence, how would you describe it? So, following this line of thought, let’s assume you are introducing your father to a friend, what would you say? If you could describe your feelings towards your father in just one sentence, how would you describe it?

You can associate some words related to father, such as "escort, shelter, warmth, care, generosity..." and incorporate them into the sentence. Try to write as much as possible.

Remember to use vocabulary and sentences in a colloquial way, which will make it easier to arouse the audience's emotions.

Writing Angle 3

Grasp the core: integration

This writing angle is slightly more difficult than the above two. Because you have to combine the product and brand and integrate the concept of fatherhood into it.

First, you need to understand the product features. In other words, you need to extract the selling points of the product and what benefits the product can bring to users.

Below, I will take electric bicycles as an example.

Before you write, you should first think about:

What material is this car made of? What are the advantages compared to other cars? What kind of experience can it bring to users? Safety? Comfortable? Sucking semen? Or something else? How tall, big and heavy is this car? Is it easy to carry? Is it difficult to ride? Is it strenuous? What does the car body color represent? Is it smart? Does it have electronic unlocking function? Can I scan a QR code? Will it cause trouble to users' riding? What questions will users have when facing this car...

After extracting the selling points of the product, the next step is to master the brand tone. That is, the symbolic value of the product, things that can evoke emotions and psychology in users.

For example: What is the positioning of this car? What ideas are being promoted? What kind of users are you targeting? Which age group? What will people around you think after you ride it? What attitudes and comments will people around you have? Why should users ride this bike? What do you like about this car? Is it stylish enough? When do you need it?

After thinking through the above questions, integrate them with the concept of "father".

For example: You can expand in directions such as "How it felt when I sat in the back seat of my father's car before, and how it feels now", "When I was a child, my father worked hard in the wind and rain to support the family. Now that we have grown up, we should do this and that..." The more you think, the better.

Take advantage of Father's Day to capture users' strongest emotional needs. Communicate product benefits and brand tone in the user's favorite language.

The author of this article @萝卜挖 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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