Do the products you sell give customers a great experience?
For example - food: roast chicken, egg yolk cake, nuts?
Beverages: fruit and vegetable juice, craft beer, banana milk?
Make people comfortable Products: Aromatherapy devices, massage chairs, silk quilts?
Exciting and enjoyable projects: 4D movies, amusement parks, VR equipment?
Their selling points are obvious: delicious, Stimulating, comfortable, etc.
Polish these words and they become copywriting. Many marketers do this. Let me excerpt a few paragraphs for you to read.
Authentic hand-made tea: Ceylon black tea originating from Sri Lanka is used as the black tea. It is the best choice for making Hong Kong-style milk tea. Pure manual processes such as tea making, tea filtering and tea blending are even more unique. Super-sensory private theater: watch "moving" movies, the QUAKE 4D super-sensory sofa that can perfectly interact with the movie; the amazing Dolby panoramic sound effects, 720-degree restoration of movie sound effects. European waffles: from the pure flavor of Europe, using fresh and high-quality raw materials, each piece is fragrant and soft, whether it is covered with cream or dipped in salad dressing, it is a delicious enjoyment!
End of reading. Are you excited? Are you drooling? Are you impressed? No! Many marketers "package" their selling points into gorgeous words and put them into copywriting. It seems concise, but the truth is - it cannot stimulate the desire to buy! Useless!
Example: How to write the copy for nourishing steamed chicken?
How to write wonderfully? Before I reveal the mystery, let me tell you a little story.
My friend Yong Ge used to work in a mobile company, and his salary and benefits were enviable. Four years ago, he quit his "golden job" and started his own business in the catering industry. His main product is steamed chicken, and I fell in love with it the first time I tried it! Every bite was tender and juicy. I finished the whole chicken in one sitting. After 10 minutes, I looked at my round belly and realized that I was full. Their chickens were launched on the group buying platform in a low-key manner, and monthly sales quickly reached an astonishing 12,000 chickens - with almost no promotion!
This is a trump card product that shocked the industry. The official website recommendation copy reads:
Nutritious steamed chicken uses ecological live chicken to provide the purest and most tender chicken. Showing the health, freshness and quality of the ingredients. It is cooked with the original dry steaming method and added with nourishing medicinal foods. The meat is tender and juicy, sweet and mellow, and has a smooth taste. It has the effect of warming the middle and replenishing qi, replenishing essence and marrow. It is a good product for nourishing health, refreshing qi and refreshing the mind.
If the deliciousness of Yong Ge’s steamed chicken is worth 10 points, this copy probably only gets 4 points. I have eaten it myself and I know:
It is one of the most delicious foods I have ever tasted. If you are lucky enough to buy it, you will find that the whole steamed chicken is as big as a small watermelon. Wrapped in delicate and shiny tin foil. Open the tin foil, and a complete golden steamed chicken comes into view. A puff of smoke rises upwards, and you can smell the delicious aroma of hot chicken. Without warning, your saliva has quietly flowed down. You put on two gloves and broke off the chicken legs. The freshly baked chicken legs were a bit hot to your hands, so you blew on them subconsciously. The chicken skin is oozing with juice and shining brightly. When you take a bite, the tender chicken finally enters your mouth. You taste the delicious mixture of chicken and salt, as well as the sweet and sour wolfberry and a little medicinal aroma of angelica. You may have eaten chicken that was dry and chewy before, but this time is different. You find that the whole chicken is full of juice, and every bite is smooth and smooth, with no resistance. When chewing, you can feel the chicken juice flowing in your ears. The sound of shooting. The chicken comes with a pack of chili noodles – that’s an absolute nerd! between! beautiful! taste! Pour it into a small plate and turn it into a small hill of red mince. Dip it with a piece of chicken and put it in your mouth. At that second, the salty and spicy taste of the chili noodles, anise flavor, cumin flavor and chicken flavor are all there. All of them "exploded" in your mouth, making your body tremble with surprise. You found yourself inexplicably raising the corners of your mouth and couldn't help but smile! In less than 15 minutes, the whole chicken has been wiped out by you. You will feel a little full but still have more to say. Seeing the chicken soup remaining on the tin foil, you poured it into your mouth without hesitation. The warm soup flowed from your throat to your stomach, and your whole body felt warm.
Writing this way, does your desire to buy Yong Ge’s steamed chicken increase?
This piece of copywriting is not an "inspiration" that falls from the world, but the result of my step-by-step writing using scientific methods. Anyone can learn it. Do you want to know the secret?
Use of the sensory occupation method
Almost all human experiences come from his senses, such as eyes, nose, ears, etc.
When you tell customers that your product is "delicious" or "thrilling", the customer's senses are not aroused and he is not impressed.
Now, I will give you a clear, simple and easy-to-understand method, allowing you to easily impress readers!
Assume that the customer is using your product, describe the direct feelings in his eyes, nose, ears, tongue, body and heart.
Eyes: What do you see? For example, if you sell a particularly thick Greek yogurt, it is not enough to write "thick and delicious". We have to write "like milky white milky ice cream, which can only be eaten with a spoon." Nose: What do you smell? For example, if you sell scented candles, don't write "richly scented", but "an elegant bouquet of North African lilies, mixed with the scent of freshly cut grass and the fresh mountain air." Ears: What do you hear? For example, if you sell sound systems, don't write "stunning sound effects", but write "when a motorcycle roars past in the movie, the roar of the motor rushes from the left ear to the right ear." Tongue: What do you taste? For example, if you sell sweet wine, don't write "sweet and sour", but write "fresh peach juice, brisk citric acid, mixed with dense micro-bubbles jumping in the mouth." Body: What do you feel? What do you touch? For example, if you are selling summer mats, don't write "This mat is refreshing and breathable", but write "Lying on this mat, you will feel refreshing and breathable, like the breeze blowing gently through the fields under the mat. After lying on it for half an hour , you will be surprised to find: there is not a drop of sweat on your back! "Heart: What do you feel in your heart? For example, if you are selling a go-kart experience project, don't write "thrilling", but "when you make a sharp turn, your heart is pounding and you can't help but take a deep breath!"
Do you feel the difference? ? When you describe these feelings, you have captured the reader's associations, allowing him to mobilize his senses in his mind to follow your words, see, hear, smell, and touch, thereby deeply experiencing the product. Wonderful, and his desire to buy also increased!
Wonderful case of sensory occupation
Suppose you are working for a luxury car brand, and the guy from the product R&D department throws you a product information with various data written on it: Before V12 It has an engine with a cylinder diameter of 92 mm, a displacement of 6.7 liters, luxurious wood-trimmed leather doors, a wood-leather steering wheel, and more. If you use a common way of writing, the copy would be like this: The car has spacious interior, luxurious interior, and strong horsepower? And the American advertising man Drew Eric Whitman wrote like this:
This car The car has a cabin (eyes) as wide as a living room. Close its vault-like door and prepare to enjoy the driving experience of the privileged few. Surrounded by gorgeous and fragrant leather (nose), hardwoods from abroad and expensive Wilton wool carpets (eyes), will this car reflect your unique lifestyle?
Feeling Are you here yet? Your adrenaline is flowing through your veins (body) as fast as 453 horsepower calls you to unleash them.
Look, Drew Eric Whitman has just taken over our senses. We feel as if we have test driven it before we even go to the 4S store.
Practical Exercise Promotion Expert
As you can see, sensory occupation copywriting has a kind of magic that directly points to people's hearts. Do you want to have it right away? Now play a little game with me.
Think about it, what useful product have you bought recently? Look at your desk, bathroom, living room and kitchen and choose one.
Write a paragraph using sensory occupation, describing the wonderful experience of using it, but don’t write about the brand – you did it on purpose! Your purpose: Send the copy and product photos to Moments to make your friends feel itchy and seduce them to ask you: Where can I buy it?
Your goal: double the number of comments! Suppose you usually post a message to Moments and an average of 10 people leave messages for you. The goal for this message is 20! And so on. After half a day, you can see the data and check your copywriting skills.
Fun, right? Close the book and write now!
I believe you have received a lot of messages, and I have completed my homework. The product I chose is a small neck massager. The selling point is to relieve neck fatigue. Here’s what I wrote:
If you look at the computer for a long time every day and your neck is sore and you feel dizzy and bloated, you The savior is here! I have been using this neck massager for 3 years and highly recommend it!
Although this guy is only a little bigger than a palm (eyes), he is very powerful. Once the switch is turned on, you will feel two currents stimulating the acupuncture points on your neck, and a numbness will spread throughout your body, shaking your neck. shake. (Body)
Two massage modes, one is like a small fist, "da da da?" hitting the neck one after another, and the fatigue is relieved instantly; the other is like one-handed pressing, like Thailand The technician rubs and massages the acupuncture points with his index finger, middle finger and thumb, and you will feel sore and numb. It is so comfortable that you become addicted and hope it will never stop. (Body)
After taking off the instrument for 15 minutes, the tension and dullness in the neck disappeared. (Body) There is a feeling of joy that the weekend is finally over after working for 7 days, and you can’t help but grow. "Huh?" in one breath, it feels like a new neck! (In my mind)
I think about it this way: When readers buy a massager, they value two things most: Is it comfortable during the massage? Did you relieve fatigue and feel relaxed after the massage? The two senses of nose and tongue were not used, so I focused on using "body" and "heart" to impress them. After half an hour of polishing, the above copywriting was formed.
Result: I usually receive about 10 messages in each circle of friends, but today I received 21 messages. Most of them are asking "Where can I buy it?" Please see the picture below.
The copy on the e-commerce details page of this product is: Massage the acupoints on the neck to relieve soreness, numbness, swelling, pain and stiffness in the cervical vertebrae, relax the muscles and activate the muscles and joints, and avoid dizziness and headaches. Low frequency technology, through 10 levels of electromagnetic kneading, tapping, pressing and other techniques, you can enjoy a master-level massage. Can such words really move people?
However, this is the copywriting recognized by many bosses and marketers: using beautiful adjectives and unclear technical terms to put gold on the product, but the truth is - it is of no use. When people read it, there is only a blur in their minds. The sensory occupation copywriting is different. It points directly to people's hearts and is almost unstoppable.
Your text is like a magic wand, mobilizing the reader's eyes, nose, ears, tongue, body and heart word by word, allowing him to experience your product immersively and achieve "text trial" "The magical effect. Now, this weapon is in your hands, will you give it a try with the next copy?