You must have seen this kind of copywriting:
The sentence style is flat, the rhetoric is flat, and the words and sentences are more ordinary than the men in Yang Kasa's paragraphs, but when you look at it, your heart clucks, why? Because it touches the inner part of your heart, this "thing" is human nature.
What is human nature? When we dig down layer by layer, we will find two things – survival and reproduction.
But the reason why people are human beings, not animals, is because human beings still have sociality, and under sociality, human nature has derived a variety of manifestations.
In order to survive, human beings have learned fear, selfishness, greed; in order to reproduce, human beings have become jealous, vain, and beautiful...
So, the copywriters who had insight into human nature began to make a big fuss about it.
01 Love beauty
Boys like to comb their hair into the shape of an adult since they were young, and every girl has a beautiful princess dream, which is something engraved in the genes.
Taking advantage of this, a website wrote this copy in order to guide users to upload avatars:
⊙ are you sure you don't want to attract attention from the opposite sex?
And men's fragrance, heightened shoes, women's underwear, cosmetics... Many copywriters also use this to the extreme.
⊙ Don't rely on fate.
Don't leave your encounter to fate – AXE Lingshi Men's Fragrance
⊙ Women pick their husbands, 95% look at height - heightened shoes
⊙ In this way, he may not wash the dishes, but at least he will make the bed.
- Lovable lingerie
⊙ You are more beautiful than you think
You're more beautiful than you think —Dove
Everyone loves beauty, so they will pay more attention to their imperfections, and often fall into inferiority. This copy tells people through a real experiment: you are actually more beautiful than you think you are, giving people self-confidence from the heart.
02 Greed
As soon as Apple 13 came out, rich people have silently placed orders, and those who have no money have begun to forward the lottery on Weibo. Why do people like to forward the lottery? Because the price is small, the reward is large, and it is the greed of human nature.
⊙ Eat hot dried noodles to give birth to a son
Although the birth of boys and girls are the same, but for some people who want to give birth to boys, if eating a bowl of hot dry noodles can do what they want, then why not enjoy it? The subtext: Even if it is fake, there is nothing to lose, but what if it is true?
The creative work of the gods outside - "The French team wins the championship, Vantage refunds the full amount" is to use this psychology: who to buy is not to buy, in case it really wins the championship? Who would have thought that the championship would actually be won in the end.
This time the national football "top 12", Vantage again made a move - "Chinese team scored, Vantage cashback", so far the Chinese team has not scored a goal, and sure enough, the national football team has never disappointed.
Small price + high return, eternal and unchanging humanity.
⊙ Drop meat while sleeping – nocturnal enzymes
Weight loss is very painful, sleeping is very comfortable, if you can comfortably lose weight, sleep to reduce the meat, it is really beautiful.
⊙ Cabbage version of Fairy Water - Shiseido Lotion
SKII. Fairy Water knows, easy to use but very expensive, if there is a thing as easy to use as Fairy Water, the price is cabbage price, then who does not want to try him?
Lin Guizhi also mentioned a case in "Second Praise":
Poster copy of the eBook Offer:
"Limited Time Order 8.99 Yuan"
How to make this sentence more attractive?
"To be a knowledgeable person, it only costs $8.99"
The original title only highlights the "small price", and the new title gives a "high return", and the copywriting power has been upgraded by a notch.
03 Aversion to loss
As the saying goes, what you gain is what you lose. For example, when you get money, you lose your troubles, and when you get them, you lose hope.
"Greed" is wanting to get, but people hate losing more than they get it. As Lin Guizhi said, the most copywriting she has written in her life is "sold out".
⊙ Sell two here and sell 5 here.
——The old man who sells water at the entrance of the scenic spot
⊙ Don't wait until I'm old enough to think of sending her roses.
- The old man who sells roses
If I don't buy water here, I will spend more money when I buy it in the scenic spot; now I can't remember to send flowers, and when I'm old, I regret it's too late... The boss who has seen through human nature proves that your uncle will always be your uncle.
There is also a case in the American drama "Mad Men", the male protagonist advertises the lipstick brand, and the advertising slogan is incomprehensible, so he goes on a date with his lover. The next morning, the lover left a kiss mark on his face and went out, and the male protagonist whose brain door was opened immediately wrote a wonderful copy:
mark your man ⊙ – Belle Jolie
It is also the possessiveness of the other half and the fear of loss.
04 Fear
Because they understand fear and like to develop obscenely, human beings have been able to cross the long river of history and live to this day. And those species that do not know why they are afraid have long since disappeared into dust.
Therefore, copywriting with fear as an appeal is very common, almost more air than the air in the happy potato chips.
⊙ we lost too many customers.
Mobil Oil: We want you to live well
⊙ Cancer Cures Addiction – Cancer Patients Assistance Association
⊙ The hospital is far away, please control the speed of driving - Kangding Municipal Public Security Bureau Traffic Police Brigade
◎ Please abide by the law, otherwise...
There are copywriters that create fear and force people to obey, and there are copywriters that reverse operation to avoid fear:
⊙ Children who learn piano will not get bad - KHS GongXue Society Music Center
⊙ What happened in Vegas，Stays in Vegas.
Everything that happens in Las Vegas will only stay in Las Vegas.
Take advantage of the mentality of parents who are worried about their children's bad learning, give countermeasures to avoid fear for them; with the help of people's desire to indulge and fear of bearing the price, reassure them of their worries, and come to the casino to consume and let go of themselves.
05 Jealousy
Jealousy is human nature, when I am exhausted, even if I have nothing to lose, but relatively speaking, my value has declined, the living conditions have deteriorated, so the sense of crisis has triggered jealousy, and then some kind of action has been made.
If there is no jealousy, people will lose a large part of their internal drive and will be easily eliminated by natural selection.
To use jealousy is to use this powerful internal drive in human nature, such as when cracking down on subject tutoring, there is a controversial copywriting:
⊙ You come to us to raise your children, you do not come to us to raise your children's competitors.
The reason why it is criticized by people is because the lethality is too great, and the human nature is exposed cleanly.
Where there is competition, there is jealousy, and where there is jealousy, the copywriting will be merciless.
⊙ This is the outfit of your lover this summer – a bikini ad
⊙ If you make others jealous, you should have jealousy - Gucci envy perfume
⊙ girlfriend is white and red, and I am a little transparent - skin care products
06 Sense of superiority
"Jealousy" and "superiority" are like two sides of a coin, the former is self-endangering, the latter is comfortable, or people live by superiority.
People have been pursuing a sense of superiority all their lives, and copywriters have been seeking to satisfy people's sense of superiority throughout their lives.
⊙ people are like raindrops, a little naturalization of Ren'ai Road, too many wandering to distant places.
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The property "Ren'ai Liju" from Ren'ai Road, one of the most expensive areas in Taiwan.
⊙ I must embrace the enemy,
That way they could smell my hair
Then know that I'm doing well.
——The Lab
A sentence heard by the teller of Le Labo perfume from the chat between customers became the brand's promotional copy, which was no longer perfume, but a sense of superiority.
⊙ Just as you are different from other women, "Dana" is different from other perfumes. ——Dana Perfume Company
⊙ If even happiness looks like others, then life should be boring. - Weilushi watch
⊙ You may not be outstanding, but you are certainly different. ——Taiwan Job Search Service Agency 104 Bank
07 Vanity
Everyone has a position for themselves, and when the evaluation from the objective world is lower than what people expect of themselves, vanity arises.
For this reason, people will seek various ways to compensate for emotional value, such as through the display of behavior or material flaunting, so there is a "circle of friends like dirt, and the seams in life are patched up."
⊙ Are you too rich to buy? - Beetle
In a joking way, it tells the vanity of some people: recognizing the quality of the Beetle, but not willing to drive it because the car cannot let others know that he is rich.
Using human vanity to guide people's behavior, there are many similar copywriters:
⊙ there are still 6 kilometers to send a circle of friends - marathon slogan
⊙ Please wear a helmet on a motorcycle, otherwise, your BMW students will recognize you. ——Pu'er traffic police
⊙ Flooring is another face of the owner of the house , Fano Floor Sander Company
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As the saying goes, swimming should understand water, and medical treatment should understand medicine, and copywriting is the work of communicating with people, and it is natural to understand human nature.
When the communication environment is constantly changing, there are always people who say: human nature is eternal. Yes, but this is just the right nonsense, how to understand the motivation behind behavior in a changing environment and an unchanging humanity is the constant subject of copywriting. #Topic# What good copywriting makes you see humanity?
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New Wave Micro Bo:@ Copywriter Jun-
Contribution ▏ Business ▏ Copywriting Collaboration
Copywriter (Wechat ID: wenanjun001)