When you want to sell a bottle of 200 yuan of shampoo, the first sentence of the product copy you first how to write? A very bull shampoo, God ordinary nourishing effect? When you newly released a super extreme black technology charger, product copy first sentence you first how to write? ? XX super socket, 8 functional improvements, overturning the experience? When you start a new customized shirt, how do you write the first sentence of the product copy? XX custom shirt, fashionable fit, customize your exclusive shirt? The above copywriting simply fits the intuitive reaction of any copywriter writing copy - since I have to write copywriting, I'll introduce my product properly, so that users can pay attention to my product. To the extent that this also fits many people's understanding of marketing and advertising: writing copy, advertising, is to make consumers pay attention to your product! But for new products, the first step of the copywriter to really do is often not to transfer the attention of consumers to the product, but to transfer their attention to themselves. Before focusing on your product, get the user to focus on them. Compare the above high-grade shampoo copywriting, when you say "God ordinary nourishing effect", the user has to ask: I use Hafez with a good, why change? Shampoo is not something 30 dollars? Also sell so expensive.?
Your products and their past habits are significantly different ("accustomed to ordinary shampoo"), if you directly let them focus on your products ("my shampoo much better"), they have no reason to change habits. No one wants to change their habits. Yes, users don't want to change themselves either. So innovative product copywriting is the most difficult to write, so the 20th century sliced bread machine with 15 years to improve, so the smart bracelet fire so many years, the use of people is still very little. In short, the user is accustomed to the stereotypes, like being "frozen". If you are going to release a new product, change the habits of consumers, it is necessary to let them pay attention to me first. Let's say it's the same 200 yuan shampoo, you first say: you use thousands of dollars of perfume, but use 39 yuan supermarket shampoo. Written in this way, it evokes the user's pain point, so that the user from "difficult to accept changes" frozen state, to "want to seek new plans" frozen state. At this point, let them start to pay attention to your product, is the victory.? Then how to freeze in detail? How to let the user start to pay attention to me, produce the motivation to change? Countless copywriting textbooks said "to grasp the pain point", "to direct the heart", "to let people have a purchase motivation", then this pain point and motivation in the end where is it? In fact, it is very simple, returning to the most fundamental definition of psychology, any motivation and demand, all stem from a "purpose that has not been accomplished"? The common condition is that people don't want to change. We are accustomed to using ordinary cups, even if we see a smart water cup, the first reaction is not to buy. But when users perceive that they have a "purpose that has not been completed", they will want to change their behavior by taking some kind of action (such as purchasing your product) to complete this purpose.? Then how to stimulate this "unfulfilled purpose"? We know that people have two states: the ideal state (my ideal look) and the ideal state (my ideal look). In the vast majority of cases, the ideal state and the ideal state overlap.? For example, a student with ordinary results, bear my results ordinary (ideal state), but also thought that my results are so, simply will not be better (ideal state). And to stab at motivation, to get him to change, it is necessary to make a gap between the "ideal state" and the "ideal state", thus presenting an "unfulfilled purpose."? One way is to lower a person's ideal state, so that a person recognizes the "problem", let's say, "Boy, if you don't get ahead, you don't get ahead."?
The other way is to progress a person's ideal state, so that a person recognizes the "timing", let's say, "children, Yu Minhong when the English learning is also not good, but also not the ultimate victory? Make an effort you also have the time"? In short, if you want to "freeze", want to make people can afford some kind of new product, you need to make their ideals and ideals between the gap, and the invention of this gap, there are and only 2 ways:?
Give them a problem - lower the ideal state
Give them a moment - progress the ideal state
01 Give them a problem - lower the ideal state?
Let's compare the previous $200 high-end shampoo freeze copy, which starts with "you're wearing a thousand-dollar perfume" and creates an "identity" for the user.
This identity is both the user's ideal (many women do) and their ideal (they like this identity). At this point, there is no difference between the ideal and the desirable.
Then immediately after the turnaround, the user's ideal status is lowered - "but with $39 supermarket shampoo" - thus creating a gap between ideal and ideal.
This is when the user is in a "frozen state" and the TA's focus is not on the product, but on himself.
Feeling that my state today is unreasonable, want to rush to deal with the problem, want to change the status quo, in this way, the demand is aroused.
Then, you immediately launched the "200 yuan a bottle of shampoo", the user only became easy to bear.
In short, if you are a new product, the user may not have the need, and do not want to change their own, this time to let them pay attention to your product is often ineffective.
At this time you need to first "freeze", so that they first focus on myself, recognizing that I have a purpose that has not been accomplished, one way is to lower their ideal state, so that he recognizes that there? "problems" and "irrationality".
And that's when launching your product is easy to bear.
The above approach to modeling irrationality is "identity irrationality," where you first model an identity and then point out that some action of the user doesn't fit that identity.
In addition to this, there are many ways to find "irrationality", such as the irrationality between things, the divergence of human behavior, etc., what you have to do is to find this irrationality through step-by-step profiling, and reduce the user's ideal state.
Here to give you a "freeze copy template". To give a chestnut: 360 super plug board facing the challenge is that the user has long been accustomed to the ordinary plug board, we need to first "freeze". So what are the steps?
(1) your product - 360 super plug board (2) what is the state of the user before the use of your product - ordinary plug board
(3) what is wrong with this state - -Unsafe, outdated, unattractive, no USB
Why is this "bad" unreasonable?
Let's say it's going to be the main "unattractive", so why is it important that "the plug-in board is unattractive"? Where is it unreasonable? Can say with other furniture does not diverge:
Your home by the decorator carefully carved, but no match for a rough and ugly plug board.
Again, let's say "the average plugboard is backward", then "backward" Why is it important? Where does it not make sense? It's possible to say that it doesn't diverge from the cell phone that goes with it:
Your cell phone is the newest technology of the last 3 years, but the plugboard that goes with it is a creation of the last century.
You can personally learn to use this profiling template to find pain points and freeze the user:
The "One Cotton" bedding four-piece set (price of 600 or so), for example, is not divergent from most people's habits (they buy it cheaply), so it's straightforward to say that the product may be unaffordable.
This time can first take the freezing template to freeze:
Users with ordinary tens of dollars of four-piece set why is unreasonable? We found with the daytime behavior is not divergent -
daytime out, shed to buy big thousands of clothes, and four-piece set every day to sleep, why can not be the same to buy some good?
Product copywriting can thus be the first to say so:
Referring to the 3D customized suit, directly say "customize your exclusive suit", the user is difficult to withstand - why do I want to change myself? Today's suits are fine.
Therefore, you can first find out the unreasonable in the past, let's say, "There are thousands of human body types, but there are only 10 models of suits."
02Give them a moment - to progress the ideal state
Before dealing with this problem, one should first figure out: why is it that sometimes, people don't want to progress the ideal?
If we find out the reason why a person does not want to progress the ideal state, just want to be satisfied with the status quo, naturally, there are ways to stimulate TA's ideals through copywriting.
Still from the "Xiaoming" to do, suppose there is a student Xiaoming, why would he not want to progress in his pursuit of results? Commonly there are 3 reasons:
May be a motivational problem - do not feel it is important to learn well may be "do not know that it can be better" - feel that my results won't improve any further
It could be a "behavioral disorder" - feeling that it takes too much effort to get better results
For the 3 different causes, the "Progress Ideal " copy is definitely different:
Similarly, when you write "freeze copy", you need to let the user focus on themselves first, to see what kind of cause is incurring the lack of "higher ideals".
By way of example, Le Chun has a yogurt that is FIT yogurt, positioned for "weight loss" (able to replace meals). The original copy reads:
What could possibly be wrong with that?
When it comes to weight loss, the first reaction of users is not yogurt, but working out, running or eating less.
And the copy doesn't spell out why it's important to go through yogurt to lose weight, which can make it difficult to change a user's past habits.
How do you freeze? You can use another exclusive freeze profiling template to find out: why don't users want to lose weight?
Why don't the majority of users progress in their quest to lose weight? I don't think it's a question of motivation (TAs want to lose weight) or a question of "not knowing it could be better" (everyone knows it could be thinner).
The bigger reason comes from the fact that there are behavioral barriers, like losing weight I often means starvation, which means a high degree of self-control.
So, the product itself may not deal with the pain point of "weight loss" itself, but through the high satiety low-calorie food, lowering the barriers to weight loss - satiety and weight loss is not actually contradictory.
Therefore, the copywriting was simply changed, through the lowering of the barriers to weight loss (hunger), so that people have progressed to the ideal state - it turns out that satiety and weight loss, but also be able to get both ah!
In short, "freezing" a user, stimulate TA's needs and motivations, in addition to "lowering the ideal, recognizing a problem", but also able to progress TA's ideal, so that TA think "originally, I'm still can be so ......"
Before helping an O2O above repair computer platform to write product copy, one of the services is "change SSD", if you want to go through the "Progressive Ideal" way to freeze, how to analyze it?
First of all, what is the better state after the user changed SSD? A faster computer, of course.
So why didn't the user pursue that state before? What blocked that ideal? There may be 3 main reasons:
So which of these blocking elements to choose?
Numerous competitors use what is actually a "motivation issue", with plenty of space saying "computers are too slow and delay work" and "computers fly fast and improve efficiency" and the like.
But I thought the motivation problem didn't exist for the bulk of users - anyone with an old computer would want faster.
So what are the key blocking elements?
A part of the people is "do not know can be better", before not understand the original change to SSD solid state drive can improve the speed of the computer, even if you know, but also do not know exactly how fast it can be. So can say: "computer boot, can also be faster than the iPhone".
There is also a part of the people are "behaviorally challenged", they feel that progress in computer speed, must buy a new computer. That allows them to perceive a "moment" that can eliminate that barrier, saying, "The old computer is stuck and slow, so I don't really need to change computers."
Eventually, the choice to separate these two:
In a nutshell:
Writing copy for a new product, the vast majority of people's first reaction is: depicting lofty features, so that people pay attention to the product.
Whereas what should really be done is: go through the copy first and get the user to focus on them personally and see that they have an "unfinished business".
How do you make a user feel an "unfinished purpose"?
Any need comes from the gap between the ideal and the desirable, either try to "lower the desirable state and make them recognize a problem" or choose to "advance the desirable state and make them recognize a moment".
In this way, it is possible for users to break free from that state of "sticking to the old rules" and "not wanting to change", and become "wanting to seek out new plans", and become "might listen to what you have to say".
To sell a new product, freeze first.
These are the contents of the "magic classroom" to understand, I hope to help you!