1. Which copywriting do users like to read the most?
2. How to write copy that can impress users and make them feel something?

When users finish reading your copy , they don’t feel anything. Then, your copy is 100% ineffective. It's like you've injected the user with an anesthetic, and the user remains static and doesn't make any purchasing actions. If you want users to take action, your copy must be emotional.

What is the sensitivity of copywriting?

Sensitivity refers to people's ability to use their senses to perceive objective things. Then the sensitivity of copywriting is an external force that enables readers to quickly feel and understand something.

How do you feel after reading a copy? If there is not much feeling, this copy will definitely be a failure. In fact, good copywriters have a strong sense of perception. Because copywriting is a design for user experience, not just a design of text.

Buick’s “Born to Run”, such copywriting will give readers a sense of personality genes. "Kongfu wine makes people miss home", instantly evokes the homesickness of countless wanderers. Nestlé’s “Tastes Great” allows readers to experience the good taste of coffee simply and quickly. These are all manifestations of the copywriter's sensibility.

How can your copy be fully felt by readers?

Readers are people first and consumers second.

Everyone perceives information from the outside world through the five senses, which we often call vision, hearing, smell, taste and touch. When it comes to writing, there is also a method of "writing with five senses". It means letting the five senses penetrate into the text, and describing the writing object from the five aspects of hearing, vision, touch, taste and smell, so that the text can come alive. In the same way, your product or brand copy is also perceived by readers through the five senses.

What is the Five Senses Method of Copywriting?

It refers to using people's five senses of sight, hearing, smell, taste and touch to write sensitive copy. The five senses method of copywriting can quickly prepare to convey product information, show the authenticity of the product, and express the characteristics of the product. At the same time, it will create a sense of beauty with strong intuitiveness and expressiveness. In addition to conveying the product's own benefits and functions, it will also give readers a psychological satisfaction of added value, such as happiness, joy, identity, taste, and recognition.

Next, I will tell you step by step how to write copy with strong perception through vision, hearing, touch, taste and smell.

Vision = picture sense

Vision can bring the most intuitive feeling, so the copy must have a sense of picture. So how do you write copy that has a visual appeal?

The human right brain processes image information. If our copywriter wants to form a picture in the brain, we must first understand how images are formed in the brain. The picture must be visible directly with the naked eye. Therefore, the sense of picture is composed of elements that can be seen by the naked eye.

The first step is image storage, using some keywords to correspond to the images. When the same keywords appear, a portrait will be formed in the brain.

Here are two pictures. The first is brain image storage. The second picture is the brain's keyword output.

A tree is the keyword, and the information stored includes the color and shape of the tree, such as tall, straight, and full of vitality.

When we want to describe the image of a person who is tall and upright, we can use the keyword "big tree". By activating keywords, the brain is asked to produce some images of this event.

For example, if you want to describe a sour feeling, when you say keywords such as white vinegar, lemon, and people who haven't taken a shower for several days, the sour feeling comes vividly.

How to write a copy that has a visual effect? There are several tips below.

1. Use verbs and nouns

Use more verbs, more concrete nouns, fewer adjectives, and fewer abstract names.

Concrete nouns include wall, child, water, hair, etc., which refer to concrete things that can be seen with the naked eye in real life.

Abstract nouns include dreams, hopes, beliefs, etc., which are abstract.

Use nouns instead of adjectives. Let’s take a very simple example.

“He’s very tall.”

"He is 1.8 meters tall."

An adjective is like a range, while a noun is like a definite number. The word "high" stores information such as 170, 180, 190, etc. It is a one-to-many memory storage method, which is not conducive to accurate and fast output of information. But at a height of 1.8 meters, the information stored is only 180. One-to-one memory, information can be output quickly.

Use classification nouns, not general categories.

For example, animals and rabbits, drinks and cola, furniture and chairs. Let me give you another example.

"There's a drink on the table."

"There's a Coke on the table."

The images produced by the two are completely different. Beverages are a category without image memory. Coke is a specific term and has specific associative information. It is a dark liquid with bubbles that gives a cool and stimulating feeling when you drink it.

2. Use metaphors instead of adjectives

In addition to using nouns to replace adjectives, there are also metaphors or personification. When using metaphors to represent adjectives, the underlying principle is also to use nouns to replace adjectives, but the way it is expressed is different.

Let me give you two examples.

"That person is really lazy and stupid."

"That man is like a pig."

Lazy and stupid are adjectives, words of degree, and have no visual memory points. In the public's memory, pig is a substitute for laziness and stupidity.

Use metaphors or personification to represent adjectives. First, associate the adjectives with related nouns, such as a messy room and pigsty, bad hair and dry grass, disgusting and feces, etc., and then use rhetorical devices such as metaphors and personification.

3. Get specific

The more detailed something is, the more visual it will be.

The picture is made up of countless pixels. The more focused we are on describing things and the more emphasis we put on the details and features, the clearer the picture will be.

For example, it is raining heavily outside. How heavy is it? Let me give you a detail: there is too much water, the sewer is blocked, and the cars on the road are soaked in water and cannot move.

Let me give you another example.

"The woman is beating the child."

"The woman was beating the child with a cane."

"The woman beat the child with a cane in front of the whole class."

"The woman spanked the child with a cane in front of the whole class."

Through the continuous description of details, the sense of picture continues to increase. The most classic copywriting case is Chivas’ Father’s Day series.

Copywriting that has a visual sense is the information that the brain can remember and store.

Hearing = sense of rhythm

Some texts come with their own sound effects.

Good copywriting has rhythm, it has its own rhythm, and readers can feel this beat. It feels like someone is singing the copy into my ear.

Let’s first listen to an advertising copy from NIKE.

Comeback

He doesn't have to fight for another championship ring

He didn't have to give it all after breaking the 30,000-point record

He doesn't have to score 40+ points in nine straight games

He doesn't have to lead the All-Star Game in total points

You don't have to score 81 points for a win.

He doesn't have to break the record again and again

He doesn't have to shoulder the weight of Los Angeles' expectations and strain his Achilles tendon.

The moment I fell

He doesn't have to stand up

He doesn't have to stand at the free throw line and make that shot

There is no need to score the second goal to turn the tide

He doesn't even have to return to the game.

Even if Kobe no longer has to prove anything to the world

He will definitely come back.

Is there a sound in your ears? Beating the beat in your heart? Because this kind of copy has a sense of rhythm. How to write rhythmic copy ?

1. Short and concise sentences

Good copywriting gets straight to the point. Use concise, short sentences that connect closely to each other to keep the reader's interest. Not only does this force your copy to be understandable, but it also makes it tighter, more dynamic and rhythmic.

Let’s look at an example.

Small cars : Fat cars mean they die quickly.

Jordan Sports: Nothing is absolute.

2. Active Verbs

The tone of good copywriting should be positive. You can adopt a positive and affirmative attitude, which is encouraging. Watch out, those passive voices. A positive attitude helps make the product more desirable.

Remember the slogan of Avis used cars? They are saying, we are just the second one, we work harder. Instead of saying that we are not the boss.

3. Parallel Sentences

Without good structure, there is no good copywriting.

Your sentences must be consistent. Your wording must be consistent. Verbs should be in the same tense. The singular and plural forms of personal pronouns should be clear and explicit. Everything must be consistent and not confused.

Classic ads tend to have a consistent structure. That way, the words become more powerful.

Let's look at an example of parallel structure.

"More lubrication, less friction".

"Twenty this year, eighteen next year."

"Quality inside, reputation outside".

"Good taste, good time".

4. Various rhymes

Good copy should also sound pleasant.

Therefore, you should make full use of the pronunciation characteristics of our language.

The first is alliteration. The first hint or the first letter of the word have the same or similar pronunciation, which is alliteration. For example: criticism (pp), advertising (gg), delicious (kk).

Another one is rhyme, which is the most common and easiest way to remember. The rhyming words are always the last words in a sentence.

for example.

Candy copywriting: Candy is cute and can be carried with you. (artificial intelligence)

Dabao copywriting: If you want good skin, use Dabao morning and night. (ao)

De Beers copywriter: Diamonds are forever. (uan)

5. Puns or word games

Sometimes, good copywriting is smart copywriting.

If the technique is just right, the copy will be very interesting. Moreover, such copywriting itself is an interesting thing. But please be careful, if this technique does not work, it will only make things more confusing. Worse, you give your readers reason to despise you.

For example, the copywriting of BMW MINI.

Don’t mention the mountains you’ve climbed, only the morning rush hour.

Touch = temperature

Temperature is palpable. The word "temperature" has been very popular recently. Every now and then, a brand with warmth appears, and then there's a heartwarming copywriting.

Copywriting also has its own body temperature. The most comfortable temperature is the one that makes people feel warm without burning or freezing others. This comfortable temperature is called the body temperature of the copywriter.

How to maintain the body temperature of good copywriting? There are mainly the following ways.

1. Get some sunshine

Sunlight is essential to life, whether for humans or plants.

The sunshine in the copy is mainly reflected in the positive attitude, and the love of life is revealed between the lines. Don't attack people, even opponents. Don't be bad-tempered, even in an emergency.

Some brands get angry at the slightest provocation, and their copywriting is full of hostility, which is really difficult to understand and deal with.

I really don't know what a copy like this is trying to tell us, other than the fact that it was spoken quickly.

[Get lost! It’s better to be honest than to talk nonsense. ］

Let's look at a positive example, which is Buick's attitude towards life.

[My zodiac sign is to be bold. ］

2. Caring about others

Everyone longs to be cared for.

Caring about others can make them feel more present. In this age of lack of presence, if you can care about consumers, they will remember you and may put you in a good category.

Do you still remember those words that were so heartwarming? If you are well, it is a sunny day.

For brands, caring about people is as simple as caring about other people’s feelings. When others are tired, the simple words "take a break" can be very heartwarming. When others are cold, offer them a coat.

For example: When you feel tired or sleepy, drink Dongpeng Special Drink.

Another common example is the advertisement for sanitary napkins. The whole picture is one of concern for women, caring for their health and comfort.

3. Help others

It's hard to say no to someone who wants to help you.

Especially when we encounter difficulties, if someone suddenly appears to help you out of the predicament, it will definitely add a lot of points. For copywriting, we need to tell consumers how our products can help. For example, it can whiten your teeth, treat athlete's foot, help you find a good job, etc.

This type of interest-based approach is most commonly used in titles.

[These five small things will give you at least a $10,000 salary increase. ］

[A certain management agency can help your company save 50% of its expenses. ］

4. Sincerity

Insincerity is a dangerous commodity.

Anything written is just a bunch of nonsense if no one believes it. Any product without credibility will be lucky to sell a single one.

In addition to such sincere lyrics as "I'm ugly but I'm gentle", there are also Volkswagen Beetle and Elvis rental cars.

Case in point: the Volkswagen Beetle.

[It's ugly, but it gets you where you want to go. ］

Case: Ayers Car Rental.

[We are the second child, so we work harder. ］

Especially for today's financial products, sincerity and credibility come first. What if you make your copy sincere and make it credible? Please use reasonable data and examples.

5. Speak for you

Understand what you didn’t say and say what you wanted to say.

It means standing on the same side as consumers and even speaking for them. Consumers have a lot of things in their minds, but they may not have the opportunity or are not good at expressing them. That’s our opportunity.

For example.

They say girls are made of water, so we are probably made of sweat.

Speak for women who love sports. Girls can also work hard and love to sweat. Sometimes, when you say something for others, you are actually helping them.

Taste = flavor

How to write interesting copy? In addition to food products, how to write copywriting that brings out the flavor of other products? It has depth and can be savored carefully.

Everyone has different taste, and every copywriting has a different taste, which is why brands can differentiate themselves.

The word "taste" here has two meanings, the surface taste and the inner taste.

Surface taste refers to tastes such as sour, sweet, bitter, spicy, and salty. Inner taste refers to feelings such as quality, sentiment, human feelings, cultivation and knowledge.

If you want readers to feel the sweetness. First use keywords to search for things that are "sweet", and then you can trigger the reader's related taste buds. For example, candy, cars and first love, so we have this classic folk copywriting.

It is worth noting that the copywriting with flavor now refers more to the inner flavor. Use copywriting to showcase the brand’s product personality, quality, and accomplishment, and touch the readers’ hearts.

So how do you write interesting copy? Try these angles.

1. Propose new ideas

It presents a completely new perspective that readers will be inspired by after careful consideration. There is a refreshing feeling that leaves the reader wanting more.

Mao Duoli: It's very dangerous to keep your mouth idle.

Yamaha Piano: Children who learn piano will not become bad.

2. Insight into the essence of the problem

When we keep staying on the surface of things, it is difficult to touch the hearts of readers. Discover the essence of the problem, help readers think, and even explain some phenomena.

Public Service Announcement: AIDS doesn't kill, greed and indifference do.

Inspirational copywriting: The antonym of success is not failure, but not trying.

Fitness copywriting: No one is born that way, we just keep doing it every day.

Fitness copywriting: There are no good-looking clothes, only good-looking bodies.

Momo copywriter: All the introverts in the world are talking to the wrong people.

3. Show confidence and personality

The flavor of the copy also comes from the brand's bold personality, which exudes the brand's inner charm and conveys the belief of persistence and conviction to readers.

Nike: JUST DO IT.

Metersbonwe: Taking an unconventional path.

4. Propose new propositions

Encourage everyone to do something and tell them that doing so will make you more meaningful and valuable. Propose a new way of life and live in a new world.

Nike: Be the first to do something.

Volvo: Don't rush, feel the road.

5. Create some fun

Fun is a taste that everyone loves. When readers experience the fun of the copy, it should leave a good impression in their minds.

Cadillac: The decline of male masculinity is a tragedy of this era, but fortunately we have Cadillac.

Shenzhou Special Car : Nothing will happen except safety.

Smell = temperament

What smell do you have? Is it fresh or smelly? Does your copy smell like gold or like shit?

What is the temperament of your copywriting? Is it the aloof arrogance, the unchanging rigidity, or the cheerful humor? Yes, the best quality of copywriting is humor.

How to make your copy humorous? The following methods are worth learning from.

1. Exaggeration

In advertising, certain details of an object are concentrated and highlighted, and they are enlarged or deformed to attract the audience's attention.

For example: knife advertising.

The knife was so sharp that it even cut through the cutting board. If you are not humorous, the copy might be written like this: invincible and extremely sharp.

Case: Medicine for treating athlete’s foot.

The masseur had just untied the customer's shoes when he was knocked unconscious by the smoke. By magnifying the effect of "athlete's foot", people can form a deep memory of the brand in a humorous atmosphere.

2. Pun

By using the rhetorical device of pun, the effect of "the words are here but the meaning is there" can be achieved, producing a hilarious humorous effect.

For example, cosmetics: get rid of spots as soon as possible, and don't leave acne.

For example, to prevent hair loss: you don’t have to be extremely smart.

For example, breast augmentation hospital: It’s no big deal.

Puns can make the audience like the intelligent slogans, make them remember the product while laughing, and achieve the purpose of communication.

3. Abnormal

There is a certain normality and common sense in the world and human nature, but if it is deliberately violated, it can bring about a "estrangement" communication effect, creating a humorous and moving effect through abnormal events.

For example, when it comes to delicious food, normally we wouldn’t lick the plate after eating, but with this delicacy we lick the plate clean to tell us that the food is so delicious.

For example, women’s perfume. A man accidentally sprayed his girlfriend’s perfume, and then when he went out, a group of men were attracted to him.

4. Combination

Old elements and new combinations can also create a humorous advertisement. By combining symbolic elements, we can create advertisements that are funny but also have profound meanings.

5. Contrast

The contrast between the beginning and the end creates an unexpected dislocation, which intensifies the memory and makes readers laugh until they wheeze.

For example: cosmetics advertising.

There was a new beauty in the office. She was very beautiful on her first day and still very beautiful on the second day, but suddenly one day she turned into an ugly girl. It turned out that she had run out of cosmetics that day.

Summarize

The five senses of a copywriter, sight, hearing, taste, touch and smell, are actually interconnected. When your copy has a strong visual scene, it will also trigger your other senses such as taste and touch. Because the information people receive is perceived through the five senses simultaneously.

The more sensitive your copy is, the easier it will be for readers to receive the content and information you convey.

So, is your copy felt by users?

Mobile application product promotion service: APP promotion service Qinggua Media information flow

The author of this article @Black Little Finger Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting!