? Writing copy is like convincing a reader to cross a bridge. On one end of the bridge is the person who is going to read your copy, and on the other end is you and what you're trying to sell (which may be a physical object or an idea). Your job is to get the reader to walk across the bridge and try out the item you're selling. How can you write good copy to persuade your readers to take action? The book The Brain Science of Selling can help open the door to writing copy that will guide you further and further.
? The Science of the Sales Brain is very different from previous copywriting books. Traditional copywriting books tell you to write about three features of the product, not more ah. You feel very puzzled in your heart why? Wouldn't it be better to write more? Let the customer in-depth understanding of the product ah!
The author of this book, The Science of the Sales Brain, is a famous American marketing expert.
The first author, Christopher Morin, is a faculty member at Fielding Graduate University, lectures on media neuroscience, and is the founder of The Selling Brain Company, which specializes in the area of the brain as influenced by advertising.
? Second author Patrick Renwartz is a complex sales expert who teaches new messaging strategies based on brain science and has helped hundreds of companies and thousands of professionals close multi-billion dollar deals.
? ? 1, Our Brain
Our brain is divided into two parts: the primitive brain and the rational brain. Persuasion is a dynamic process that produces a response in the primitive brain before stimulating the rational brain, a bottom-up process. The primitive brain is the one that dominates the persuasion process and influences the buying decision, so what we have to do is to hold on to the primitive brain.
? Our brain is divided into the primitive brain and the rational brain
The primitive brain is responsible for managing key internal states of the body, controlling attention and emotions, solving prioritized problems related to survival, and operating in the subconscious mind. It is a basic set of equipment that controls the input and output of the brain. He is a big arrogant baby who is egotistical, energy efficient, emotional and reveres visualization.
? 2, with 6 kinds of persuasion to stimulate the primitive brain, write a good copy
The book "Sales Brain Science" for the above primitive brain characteristics proposed 6 kinds of stimulation to influence and persuade our primitive brain.
1. Cutting. Because the primitive brain is driven by survival instincts, human beings are self-centered in most cases, and the first thing to focus on is usually the thing that affects the self. So what we need to do when writing copy is to focus on, and understand, our customers. Stephen Covey, in his bestselling book, The Seven Habits of Highly Effective People, mentions that if you want to communicate effectively, you should first try to understand others before you seek to be understood by them.
If you don't understand your readers' pain points and center your narrative on them, you won't be able to capture your customers' attention, and your copy loses its utility in the first place. Cutting attention to the customer's pain points, the use of customers want to solve their own pain in the psychology of writing a good title, grab the reader's attention to the reader as the narrative center so that readers are interested in reading on. Here are two pieces of copy to compare:
1. Members of Flex Gym have access to a wide range of fitness equipment, including treadmills, steppers and freely adjustable weights. Regular use of the gym brings many health benefits, including improved fitness and weight loss, often within a few weeks.
2. From the moment you join our gym, you'll have access to all of our fitness equipment, from treadmills and steppers to freely adjustable weights. Regularly patronize our gym and within a few weeks you'll be more toned, slimmer and healthier.
The literal meaning of the above two texts is exactly the same, but the second text describes the problem from the customer's point of view, the customer has a sense of immersion, so it is not easier to impress the customer.
2. Contrast. The main advantage of the primitive brain is to speed up decision-making, which we can do when there are only a small number of options. Sigmund Freud famously said, "The brain allows us to derive intense pleasure only from contrasts, and very little from the thing itself." Through the strategy of contrast stimulation, we can help our clients make simple, clear choices. Copywriting finds the significant advantages of your product to compare with your competitor's program, which is more likely to help customers make a decision.
Copywriting for the AppleWatch: the future, a step closer, directly differentiates it from traditional watches.
3. Sensible. The primitive brain likes speed and simplicity, a sense of ease that doesn't consume cognitive energy. To make things feel palpable, you need to provide information in a way that doesn't consume too much brain power.
Explain products using familiar terms, patterns, and situations, and use analogies and metaphors to describe things in a way that feels more real and easier for customers to understand.
As an example, here's the brand tagline for the Pedigree Dentastix line of dog health products from Mars: You brush it, the dog chews it. The tagline draws an analogy between dogs and their owners, suggesting that the product is a "dog's toothbrush".
Then there's the Castrol GTX engine lubricant tagline: The Smooth Lubricating Mechanic, a subtle allusion to the complex expertise associated with mundane motor oils. Motorists may have a hard time imagining how an oil lubricates their car's engine, but they can certainly visualize an attentive mechanic patiently tuning the engine. This metaphor transforms a puzzling abstraction into something concrete and visual.
4. Easy to remember. The U-shaped curve of memory tells us that the effect of information on our short-term memory can be roughly represented by a U-shaped curve. The first crush in life is engraved in the bones, the last lover is unforgettable, the middle of those youthful flutter is not with the passage of years gradually forgotten. We tend to remember the first event and the last event, but forget the events in between. This is the famous primacy and proximity effect, where people, for the most part, only pay attention to what they see for the first time, what they see for the last time, and what they are looking at at the moment.
That's why the beginning and the end of the copy are so important, second only to the headline. Storytelling is a good way to start a story. For example, the advertisement for Yida chewing gum. The opening of the special writing out of the Yida chewing gum, the middle of the Peng Yuyan and Gui Lunmei have ambiguous, there are reluctant to give up, and finally "your Yida is also full". This chewing gum is firmly in everyone's mind.
5. Visualization. Nearly 30% of the neurons in the brain are visual neurons. The famous Colavita effect suggests that vision dominates other sensory processing systems. Many studies have shown that it takes only 13 milliseconds to process an image, but it takes about 10 times as long to process a word. Therefore, the use of good typography, images, and colors in copywriting is crucial. For example, in an insurance advertisement, is a text-only narrative less persuasive than adding the image below.
6. Emotion. Emotions are called information glue, without emotions, no matter what you say, show what, show what, will not be remembered. In the book "Brain Science of Selling", emotions are categorized into 2 categories and ***8 types. They are avoidant emotions: anger, disgust, sadness, and fear; and proximity emotions: surprise, trust, happiness, and anticipation. The primitive brain pays attention to negative events first, not positive ones.
It's easier to persuade clients using the power of fear of regret and anticipation. That's why it's so important to demonstrate customer gains in copywriting. The book, The Brain Science of Selling, points out that we can use social, observational, analytical, and motivational evidence from three perspectives: economic value, strategic value, and personal value, to allay customers' concerns and create a vision for them.
Take, for example, the following advertisement for Whiskas cat food, a Mars Group company: eight out of ten cat owners say their cats prefer it. This ad uses social and analytical evidence to convince cat owners to buy cat food.
The Science of the Selling Brain integrates these six stimuli to summarize a persuasive path, and proposes three key stages of the persuasive path, which ****together contribute to the enhancement of the persuasive process: the first stage is to capture the attention of the brain (visual and tangible), the second stage is to convince (palpable and memorable), and the third stage is to close the persuasive process (contrasting and emotional).
So how do you integrate these 6 persuasive stimuli to convince the primitive brain and write great copy?
The first step is to analyze the customer, to determine the customer's immediate needs and pain points;
The second step is to understand the product, to find out the uniqueness of the product;
The third step is to convert the uniqueness into consumer benefits;
The fourth step is to write eye-catching headlines to grab the customer's attention, and to give the customer the motivation to read on with the beautiful beginning; to show the product's features Promote the customer's understanding and memory of the product; show evidence of benefits to accelerate customer decision-making; use evidence to allay customer concerns; and finally call customers to action.
Summary
As the old saying goes: from good to good is like ascending, from evil to evil is like crashing. Uphill is always the hardest way. Learning any skills can not be smooth sailing, a good method to make things twice as much.
In the end, it's hard to be afraid of difficulties, so let's take action and write a million-dollar copy!