product helps consumers solve problems, and product copywriting gives consumers a clear commitment to solving problems. The key to
product copywriting is to give consumers a clear commitment. The core of the promise of
is that the product can solve a certain problem for consumers; or the product can solve a certain problem better, faster, longer lasting, cheaper...
How to convey this promise effectively is the core of product copywriting and the center of the whole copywriting.
So how can we convey this promise to consumers better, more profitably and smoothly?
A problem: The gap in communication
In the book "Made to Stick: Why Some Ideas Survive and Others Die", authors Chip Heath and Dan Heath proposed a very famous concept - "The Curse of Knowledge".
The so-called "curse of knowledge" means that when we have acquired a certain kind of knowledge, it is difficult to imagine what the situation will be when we lack this kind of knowledge.
In other words, there is a huge communication gap between people who have acquired a certain kind of knowledge and people who have not obtained this kind of knowledge, which seriously hinders people's smooth communication.
For example, many girls complain about their partner and cannot understand the hardship of women giving birth to .
This is because women and men stand on both sides of the gap. Men cannot understand the hardship of "childbirth", and girls cannot understand "why men do not understand the hardship of childbirth".
So in order to achieve smooth communication, many men choose to use electronic instruments to cross the gap to the female side to experience the pain of women's childbirth, so as to obtain the knowledge that "boring is very hard". The same is true when writing copy.
As a copywriter, we must have certain professional knowledge about the product.
For example, the word "polyme ratio" is familiar with the meaning of real estate copywriting, but for consumers, many people do not understand its meaning, so common words in the eyes of copywriting may become rare words in the eyes of consumers.
's copywriting at this time is also on both sides of the communication gap with ordinary consumers, so they don't understand each other.
So how can we fill this "communication gap"?
There are 3 methods here.
The second method can solve the problem of "polymerization ratio".
A big move: simple and complex; complex simplification
In " copywriting training manual ", the author Hugman proposed a very useful copywriting principle:
"Simple products need to be complicated, and complex products need to be briefly explained."
First look at " simple product should be complicated to explain ".
For seemingly simple products, as "outsiders", it is difficult for consumers to understand the value of the products - why is the product so simple, why is it worth the money? Or is the product so simple, is the quality good?
If you use detailed copywriting to crack a certain process of designing and making this "simple" product, it will not only help consumers understand the product, but also increase the value of the product. The technique of
is to pull consumers to the same side of marketers in the "communication gap".
For example, wine is a relatively "simple product" in the eyes of consumers, it is nothing more than picking some grapes and then making them with the same brewing method.
But Great Wall Wine's copywriting "Three millimeters of journey, a good grape will take ten years to go" "complexly" restores the process of grape growth and selection to reflect the quality of the product.
is a three-mm journey. A good grape takes ten years to go
mm, the distance from the outside of the screen wall to the inside, and the distance from the a grape to a bottle of good wine.
is not every grape,
is qualified to embark on this 3mm journey.
It must be the noble in the Portuguese Garden;
occupy a few square kilometers of gravel land;
's slope is as if it has been carefully measured,
can just meet the monsoon coming from afar.
When he was a child, he never encountered a frost or cold rain;
's vigorous adolescence encountered the best sun in more than a decade;
is approaching ripening, and there is no rain to dilute the sugar it has brewed for a long time;
even tits never had the idea.
An old worker who has been picking grapes for 35 years,
patiently waited until the sugar and acidity were completely balanced before picking it;
The most respected winemaker in the winery must control every link with
with caution.
And now, all the halos are isolated.
In the dark and damp cellar,
grapes must complete the last three millimeters of advancement.
Paradise is not out of reach, just go to
for another ten years.
, a simpler product, "Xiaoriwei" rice, is also used to make consumers feel the value of the product.
It provides a detailed introduction to the rice size, sensitivity, color, growth environment, etc. that almost no one cares about, deliberately complicating the product.
accurate
6.5mm long and 2.2mm wide.
has a full and honest fruit. Every millimeter of
comes from the magic of nature.
There is a rice with a pearl and jade color
In the temperate continent with abundant water system, rice with a yearly sensitivation of more than 2600 hours is the real Wuchang rice. Only such rice can
hide the blue sky and white clouds of the Northeast continent into your heart, and
makes it pearlescent and semi-transparent, and the color is blue and white.
Xu Shunying 's advertising copy for "Hailan Home" is also to disassemble the simple categories of clothing into complexity to highlight the texture of clothing.
,000 product planners, including global trends from 100 colors, select blue
suitable for summer 50,000 pieces per day, men's fashion preference
eliminates 600 kinds of yarns, just to be more considerate
climate analyst predicts fabric trends in the next three seasons
masters the pattern data of Chinese men
creates 100,000 kinds of matching possible
men's wardrobe, creating extraordinary
. For complex products, if you want consumers to quickly understand and feel it, you must simplify the explanation.Because ordinary consumers (except for "expert" consumers), they are difficult to understand complex products and even have a sense of distance. If they are explained in complex language at this time, the consumers may be scared away.
For example, when a person who loves selfies buys a mobile phone, he cannot understand parameters, lenses, sensors, anti-shake, etc., and he cannot figure out the essential difference between a 12-megapixel camera and a 24-megapixel camera.
They care about, just what magical effects can be achieved with selfies on this phone.
So we can express complex product knowledge in popular, simple and general language. For example, Huawei mobile phone has a copy, which directly points out "Huawei Nova3, poster-level selfie ".
This is the copywriter, standing on the same side of the consumer in the "communication gap".
The most exciting promotional copy when Jobs released his iPod was "put a thousand songs into his pocket."
He did not explain in a long-winded manner how designers tried to expand the storage space of MP3 to the limit, but instead directly told consumers the results of complex designs.
Put a thousand songs in your pocket
In addition, when we apply for commercial insurance, one of the most concerned things is that insurance companies may make various complex requirements when making claims.
So when copywriting is creative, you also need to simplify this complex product.
Your property claims application
…
We immediately handle
One core: to concretely and clearly
In the previous article, the "polymerization and floor-to-ceiling ratio" in real estate copywriting was mentioned.
We have said that this word, which seems very common in copywriting, is an uncommon word for consumers.
consumers do not know its specific meaning, nor do they know whether the "floor area ratio" is better or the smaller the better.
So we must use words that consumers can understand to convey the abstract selling point of "polymerization and clarity" of the product selling point.
For example, one of the selling points of a real estate project is the floor area ratio of 1.2.
Since consumers cannot understand the concept of "area ratio of 1.2", then let's describe it in detail:
1.2. Ultra-low floor area ratio, a large space that a few people enjoy
makes the house a part of nature.
, Mochoujiayuan,
is on 100 acres of land, with a construction density of only 2%,
is on very rare land, with an ultra-low floor area ratio of less than 1.2,
is built with only 1/3 of the land.
uses 2/3 of the land to create sculptures, rockery, and garden landscapes,
realizes the life of the poetic landscape paintings in the landscape, open the window to see the scenery, and change the scenery with the steps. In the copy of
, , "only 2% of the building density on 100 acres of land", "only 1/3 of the land to build houses", "to use 2/3 of the land to create sculptures, rockery, and garden landscapes," and other sentences are all to make the selling point of "area ratio of 1.2" concrete and clear.
In another real estate copy that I like very much, the explanation of the selling points of "greening rate" also uses concrete and clear techniques.
86 and 1987,
We did nothing in the eyes of others.
Yes, compared with the earth-shaking events in the eyes of others, the fact that
OCT has done is insignificant.
for two full years, all of us have been planting trees. All the responsibilities of
,
, will probably be pushed to the planning consultant of OCT at that time,
, Singapore , Meng Daqiang.
At the beginning of OCT in 1985, the first construction of OCT that Mr. Meng proposed to start was to plant flowers, grass and trees.
creates an environment.
There were too many things happening around the following two years.
stock trading, stock trading, stock trading, stock trading,
or a million yuan in a day, or a night of poverty,
only OCT people are planting trees honestly.
Human settlement environment development has become the core of OCT's brand since the beginning.
Today's colleagues also attach equal importance to the relationship between environment and architecture. We are just 19 years ahead of them.
If you have carefully read the previous content, you may find that the core of 's principle of "simple complexity and complex simplification" is to make the "selling point" clear. only takes two different directions due to different product characteristics. The concrete explanation of the above two cases of
is to complicate the "simple selling points" to make it easier for consumers to understand.
Of course, if our product selling points are complex and difficult to understand, then we must use a simplified method to make this selling point clear.
For example, copywriting for technology products is often expressed in a simple and down-to-earth manner. Its core is also a display of the selling points that make the selling points more "clear and concrete".
For example, an air purifier launched by Luo Yonghao, its copywriting does not talk about various complex principles, but simply tells you that "it will be clean in a flash." The most classic case is Ogway's "at sixty miles per hour, the maximum noise on this Rolls-Royce comes from its electronic clock."
didn't say anything complicated, and consumers didn't care. Old Master Ogway just told you the result simply and clearly - the noise of the car is so low.
So whether it is "complexity", "simplification" or other copywriting skills, its core is to help consumers understand product characteristics more intuitively and more concretely.
This is the core of product copywriting skills.
A key skill: build product context
In persuasion skills, "building favorable situations" is a very important means.
When it is difficult for the audience to accept a certain "reason", it may be much easier to turn this "reason" into a specific situation.
For example, when educating children not to lie, we can use the story to create a situation where lying is punished.
For example, the story of " Wolf is Coming " is to make the truth that "lying lies will make people lose trust" translate into the story situation.
When a child "sees" a character in the story situation, she will develop emotions and preferences. What we need to do is to guide the development of the situation - to make the lying child punished, rather than just explaining the truth.
Of course, storytelling is not the only way to build a scene.
During the debate on " Strange Talk ", the discussions that Yan Rujing often say "Let's put ourselves in our shoes..." and "Let's feel this sentence together..." are all pulling the audience into a certain situation. The same is true when writing copywriting. If it is difficult for consumers to understand the selling points, then we can tailor a specific situation for the product.
For example, when copywriter David Abbott was writing the copywriting of Volvo, in order to illustrate the car's solidity, he used visual design and text to construct a situation where Volvo was hung over his head.
If the welding is not firm, the car will fall on the author of this article.
That's me, lying under this brand new Volvo740 car with high nerves.
For several years, I have been boasting about every solder joint of Volvo, which is enough to withstand the entire car.
Some people think that I should use my own body to verify what I said. So we hung the car and I climbed under the car.
Of course, Volvo740 lives up to expectations, and I was able to come out alive and tell you my experience.
…
One thing you need to note here is that building a "situation" is not the same as building a "scene".
constructs a "scene" in the copywriting, which only allows consumers to see the scene when the product is used, and its persuasiveness is not particularly strong.
and building a "situation" is not just a scene, it must also contain dramatic powerful "plots".
For example, in Volvo's case above, "Hanging Volvo on the top of his head" is a particularly powerful dramatic plot.
For example, a copy by the Beetle, when conveying the "sealed performance" of the car, it also dramatically constructs a plot of " car floating on the water ".
VW's unique design swept moisture
For many years, it has been rumored that VW can float. (The photographer declares that the car in the picture floated for 2 minutes.) How could
not float? The chassis of
VW is different from other general car chassis. The entire steel chassis is placed at the bottom of the car and is completely sealed from beginning to end.
This is not a broken ship, but a good car. Its sealed bottom is waterproof, dust-proof and corrosion-proof.
…
So when setting up a situation for a product, there must be a dramatic plot, which is the most critical element for consumers to understand and remember deeply. The more dramatic the "plot" of
, the faster consumers will accept it.
Summary
above are several methods to effectively convey product selling points, and its core abstract selling points are concrete and clear.
- There is a huge communication gap between people who have obtained some kind of knowledge and people who have not obtained this knowledge, which seriously hinders people's smooth communication.
- can try complex explanations for the "simple" product selling points, which can not only allow consumers to understand quickly, but also increase the sense of product value.
- For the "complex" product selling points, the copywriting does not have to explain the principles, and you can try to present the results directly. The core of
- "simple complexity and complex simplification" is to make the "selling points" clear.The same is true when writing copywriting. If it is difficult for consumers to understand the selling points, then we can tailor a specific situation for the product, including dramatic plots.
Reference materials/citation sources:
"Made to Stick: Why Some Ideas Survive and Others Die" Chip Heath and Dan Heath/ "Copywriting Training Manual" Sugman/ "Creative Way" British Design and Art Direction Association/ "Those Copywriting that Desperate Copywriting" Xiao Ma Song/ "Gold Copywriting" Gold Copywriting Alliance/ "Luoyang Collection" Huang Zhizhong
Author: Yu Ji, a text creative and marketer; deeply think about copywriting marketing issues. Official account: Copywriter Yuji (ID: jimtchina).
This article was originally published by @Yuji and is a product manager. Reproduction of
is prohibited without permission from
. The title image is from Unsplash, based on CC0 protocol
