Analyze why e -commerce copywriting has resonated with them?

July
Why are your copywriting? Lack of resonance!
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Making brand marketing, what we do is to impress users, and a key point to impress users is to establish "resonance". The heart and easily cause the sense of participation.

We we have read a lot of copywriting and feel the brand's understanding of ourselves, say what you want to say, dare not say, or have not been tapped, and these are all standing in you The perspective expresses "support", "appreciation", "attack on you", and "revealing the truth".

For example, Keep launched a advertising film in 2019, with the theme of "I'm afraid". Each protagonist opened with "I am afraid". Expressing such a copy:

I I am afraid that I will always be stared at

, but I am more afraid of being a small transparency

By the way,

The diving girl, fitness madman, visually impaired runner, fat fairy, champion rider ... When these protagonists appeared one after another, their voice was hesitant, and the film promoted The protagonist's attempt and failure). The speed of the speech in the film is getting faster and more powerful. In the end of the high burning moment, not only the voice of the protagonist. After the breath, I finally showed "not afraid, then go to find the next fear".

"I'm afraid", "I'm right", "Don't be afraid, then look for the next fear" ... Different identities, similar scenes, the same sentence pattern, many people will be will be being being able to get If you are not involuntarily, you have resonated with each other.

2012 During the London Olympics, Li Ning launched the theme advertisement "Chinese, let changes occur", and also launched a series of posters with different athletes.

to wake up blood in adversity

I I use passion

N looks very moved, but it is not enough to resonate. It is difficult for ordinary audiences to build a feeling of "feeling empathy". After all, the world champion is a minority. How to use the scene of the Olympic Games can also stimulate ordinary audiences to resonate. Essence In Li Ning's set of ideas, Lin Dan's copy has resonance characteristics:

everyone lost to themselves

I use immortal beliefs and dreams

letting changes occur

I said that there is a resonance characteristics. Specifically, the language of "everyone lost to themselves" requires users to interpret it again, and the direct scene is easier to establish a connection. Nike has launched the theme creativity of "Live Your Great", and many of the series of copywriting are based on user resonance, such as:

n, but it can't determine

The great

Irds can question your grades

The great

"The injustice of the referee" seems to be encountered in most people's experience. From elementary school to middle school and university, various activities have resonated points. Of course, Nike is also expressing the game at the time. The scene, but a resonance copywriting attracted the attention of the whole people.

When you go to the mall to buy clothes, the salesperson repeatedly sells the quality, style, and price of the clothes in the store. The effect will be better. It is also common in daily life. For example, children are very unhappy from school. What should I do as parents? Regardless of the educational education regardless of three seven twenty -one? Or let the child tell what happened to the facts? Or tell your child that he had encountered unhappy things when he was young. No matter what happened, parents supported you ... There is no 100 % standard answer, but the latter will be better in comparison, because the latter will be better because Children will feel your love and your empathy. This is resonance.

It draws a picture created by resonance, from "resonance subject" to "resonance expression", and finally "resonance conversion", and it needs insight into the scene of "resonance subject" Association and feelings.

. Take Keep copy. Example:

The first step: excavate scene association

Scenes: fat girl, fitness

Step 2: Digging and feeling association

The feel: afraid of being stared at by others, being laughed at by others, ignored as transparent person

. I am afraid that I will always be stared at by others, and I am more afraid of being a small transparency. "The final theme copy" afraid is right "represents support and recognition. This feeling further promoted resonance conversion behavior.

but creating "resonance", there will also be "accidents". For example, the popularity of "What is Page" in early 2019, the short video swipe screen, moved and interesting with various praise accompanied by various praise The movie was collectively spit.

. Although we only talk about resonant copywriting today, we need to have integrated thinking in marketing, and the resonance of copywriting content is unified with the theme and goal of the marketing campaign.

In after reading the article, talk about your views on resonance copywriting:

Why "What is Page" swipe the screen, but "Pig Page Page New Year" is spit out Intersection

What else do you know what resonance documents?

Their thing in common is very successful.

Mainly start with your needs to see what everyone needs most