Zhuge Liang was originally a hermit and had never made an impressive performance before. In the face of Liu Bei's arrival, I didn't see him many times until the third time.
Faced with Liu Bei's thirst for talents, Zhuge Liang did not immediately agree, but first analyzed the general trend of the world. Everyone is busy grabbing the territory, and the people are in trouble, but it is a once-in-a-lifetime opportunity. You are not young, and it is too late to struggle. If you want to achieve great things, you must first lay a good base. Getting rid of Liu Biao and taking Jingzhou is the beginning of your inheritance.
In the melee, Liu Bei was frustrated everywhere, and his self-confidence was wiped out. Hearing Zhuge Liang's words, his confidence suddenly doubled. At the same time, Zhuge Liang, a hermit, directly became Liu Bei's aide through his own marketing, and slowly stepped onto the peak of his career.
Why can Zhuge Liang sell successfully? Obviously, Zhuge Liang successfully grasped Liu Bei's fear appeal, analyzed the grim situation he faced, and successfully gave a way out in the form of storytelling.
Zhuge Liang was able to win the trust of Liu Bei with a trick, that is, psychology, to find the fuse of emotion and ignite it.
In today's era of surplus commodities and advertisements flying all over the sky, the key to writing "in stock" lies in arousing customers' emotions. The book How to Write Copywriting with High Conversion Rate says that the purpose of writing copywriting is not to show off literary talent, but to sell goods.
How to write a copy with high conversion rate is a book about how to use psychology, emotionalism and cognitive science to write a super copy with goods. This book uses 25 psychological skills, more than 65,438+000 expressions and 75 groups of practical exercises to lead us to go deep into customers' brains and learn how to use readers' deepest psychological driving force to create copywriting, how to sell by telling stories, and how to persuade customers to place orders immediately.
The author of this book is Andy Ma Si Long, who is a "big coffee" in the field of advertising copywriting in Britain. He not only served as the head of copywriting training in a business writing training company, but also founded a copywriting college. His clients include BBC, the largest news broadcasting company in Britain, PricewaterhouseCoopers, one of the four largest international accounting firms, and Hamres, the oldest toy store in Britain.
How do we make a purchase decision?
If you want to write a super "in stock" copy, you must first understand how we made the purchase decision. Studies have shown that 80% of people's buying behavior is based on perceptual emotions, not rational logic.
Passing a shopping mall, I saw a sign saying "100 less than 50" or "99 yuan plus 1 yuan a barrel of oil", so I walked into the shopping mall unconsciously. When I arrived at the mall and saw someone robbing oil, I didn't want it, but I thought it would be a loss if I didn't take advantage, so I robbed it first.
When I got home, I found that there were still two barrels of oil unopened, and I felt impulsive consumption again. But will it be rational next time? number
According to Antonio damasio's body sign thought, the limbic system plays a key role in guiding and driving behavior, especially decision-making.
The limbic system of the brain, also known as lizard brain, is where our feelings lie, that is, it is responsible for the emotional part of the person. When we are worried, anxious, happy or sad, the limbic system works.
Research shows that a person's "lizard brain" reacts 0.03 seconds faster than his rational brain, and many decisions are made in this 0.03 second. In other words, the decisions we make are often the result of hot heads.
Jim cummings, a doctor of sociology at the University of Chicago, said in the Law of Lizard Brain: "If you want to persuade others better, you should learn to talk to lizard brain."
This is why shops often play cheerful and even noisy music, because fast-paced concerts speed up people's exercise rhythm and increase people's desire to buy. Properly playing cheerful music during the peak passenger flow can prompt customers to accelerate their consumption.
We seem to be making a rational decision, and only after comparison and measurement will we place an order. In fact, we have been spending wisely.
Andy Ma Si Long said, "Find the pain points of your readers, and you will find the key to arouse their emotions."
Find the emotional fuse of readers
There is a TV program in Korea. How to wake a person up quickly in one sentence?
Some people shouted "fire", "earthquake" and "I am angry", which had no effect on those who slept like mud, but the heroine whispered a word in the man's ear, and the man woke up at once, and some even jumped up.
What did the heroine say? "I read your message."
The girl obviously found the emotional fuse of the man, so the man suddenly woke up and didn't talk any more. After all, who doesn't have any secrets in their mobile phones?
Those explosive articles on the internet also deeply realized the role of emotions. "It's not that reading is useless, it's that you are useless." "What others do is like hanging up, and no matter how hard you try, you are as blind as possessed." "Did your face give you a long face at the class reunion?" Do you want to find out impulsively when you see such a title?
The fuse of emotions is a problem that usually bothers people. Andy Ma Si Long said in the book that trying to find the anxiety point of customers is a problem that they can't sleep at 3 am and are still thinking.
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Ignite the emotional fuse
The purpose of finding the emotional fuse is to ignite it. The more intense it is in front of readers, the more it will attract readers.
Zhuge Liang firmly grasped Liu Bei's fear appeal. You are old, and your territory has been torn apart by others. You are still a member of the royal family. If you don't act, you will eventually become a fish on the chessboard. Success ignited Liu Bei's emotional fuse, which made Liu Bei feel like a confidant and eager to find the answer.
In the book, the author lists 19 emotions, and divides them into three grades, and each emotion gives a lighting scheme.
The explosive copy also expresses the same view: your words are like a magic wand, which moves the reader's eyes, nose, ears, tongue, body and heart word by word, so that he can experience your products personally and achieve the magical effect of "text trial".
The more successful the emotional fuse is, the more immersed the reader will be in the atmosphere of copywriting rendering, and it will not be far from placing an order.
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Give a solution happily
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Andy Si Long said: "The essence of copywriting is to understand other people's feelings and show them that they can live a different life. A better, richer and more fulfilling life, a life away from anxiety, doubt and insecurity; Minimize or completely solve all problems in life. "
Successful arousing readers' emotions requires timely solutions. For example, if you suffer from hair loss, I have anti-hair loss shampoo here. You are choosing a training class for your children. My training class here is taught in small classes. Will there be one-on-one remedial classes?
There is a suspension bridge effect in psychology. The researcher asked a woman to stand in the middle of the swaying suspension bridge, investigated a man aged 18-35 who had no female companion, asked him a few questions and left her phone number. The same experiment was carried out on another flat concrete bridge. The experimental results show that men think the woman on the suspension bridge is more beautiful, and more than half of the men have called the woman. In the experiment on the cement bridge, only two people called. In fact, women are the same.
In a vague case, men mistakenly attribute this to physiological activation. It was the swaying suspension bridge that made their hearts beat faster, but they mistakenly thought it was a physiological reaction caused by female charm.
In copywriting, you can also use the suspension bridge effect to grasp the reader's emotions accurately enough, so that the desire to buy is stimulated high enough for customers to place orders.
Today's products are dazzling, and if you want to win a place in the competition, you must let customers place orders quickly.
A good story is always a catalyst.
After tens of thousands of years of evolution, our brains like stories more and more, in fact, in order to find a sense of certainty or security. This is why we always like to kill time with novels or TV plays.
When we travel, every scenic spot will have a story. This stone was a wine glass that the Monkey King threw down when he made a scene in the Heavenly Palace. Does that mountain look like a man? When the husband is out, the wife waits at home. Finally, the husband didn't come back, but the wife turned to stone. This is a transshipment stone. It's luck to touch it. Everyone flocked to touch the stone.
These stories are obviously false, but we never tire of them. If the scenic spots are just some scenery, they will look a little pale without these stories, and with the embellishment of these stories, people will be attracted to visit.
The same is true of writing a copy. If we just talk about the characteristics of the product, how good it is, at first glance, the old woman is selling melons and boasting, and no one wants to read it.
At that time, Haier smashed 76 defective refrigerators. Since then, the quality of products has been strictly controlled, and Haier has finally become a home appliance giant. Wang Jianlin was accused of 222 times in three years of starting a business. What's the exact number? No one delves into it, but people are concerned about the difficulty of starting a business and its subsequent success.
To tell a good story, you need to set the protagonist, the challenges the protagonist faces, the solutions, and the benefits it brings to customers. Only by doing these four things well can we become a touching story. This kind of story can make readers deeply moved, cause a sensation and stimulate the desire to buy.
As business guru Seth Godin said, "The best stories never teach people anything new. On the contrary, the best stories identify with readers' ideas, make each reader feel that his ideas are smart and credible, and remind readers that he is the most correct. "
Highlight the scarcity of products
In ancient times, the traffic was inconvenient. If Yang Guifei wanted to eat a lychee, she had to whip up the whip quickly to ensure freshness. So Su Shi sighed: "Three hundred lychees a day, I don't hesitate to be a Lingnan person."
Now that products are abundant, how can we show the scarcity of products?
Taobao's spike is an example. If you don't limit the time, you can't grab it. Double 1 1 is a 24-hour activity, but why is everyone staring at the zero hour to buy things? It is also scarcity. Order ten minutes ago, what to send. Before 100 people place an order, they can take whatever they want. If you don't place an order at this node, then you will suffer. Therefore, no matter how sleepy and tired some users are, they are staring at their mobile phones to place orders on time.
The power of secrecy
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Gree Air Conditioning reported that Oaks air conditioners were inconsistent and the energy efficiency was seriously insufficient, which caused quite a stir in the market. Later, in order to confirm, Gree also carried out unpacking and energy efficiency tests on Aux air conditioners, and explained and pointed out the basis that some Aux air conditioners were not up to standard.
Gree air-conditioning has suppressed the sales of Oaks air-conditioning. On the double 1 1, Gree Electric announced that the whole network sales exceeded 1 billion yuan in 15 seconds and1billion yuan in 2 1 minute and 36 seconds.
People are naturally curious and willing to pursue secrets. When we know the secret, we are born with a sense of superiority. As Andy Ma Si Long said, "People like to listen to secrets. This makes' secret' a powerful word to convince others. "
Grasping secrets is also a good way to write highly transformed copy.
The book How to Write a Copywriting with High Conversion Rate tells us: arouse the reader's emotions, bring him into the scene, describe their problems, give solutions, and create buzz with them. With the help of storytelling, the scarcity and mystery of products, it is not a problem to write a super "send" copy.
How to write a copy with high conversion rate seems to be a book that teaches people how to write a copy. In fact, in today's era when marketing is needed everywhere, I have learned to analyze the audience with psychology, emotionalism and cognitive science, whether writing articles or marketing myself.