Experience from participating in the 3rd Content Hacking Lecture (CHL3)─Use three magic weapons to say the right thing to the right person
This article The author Tang Jiahong is an architectural therapist and serves as the chief architect of Inside and Outside Architects. Compared with architects, architectural therapists use the care of interior designers to provide integrated interior and architectural designs, reducing modifications. Compared with interior designers, architects are professional and can accurately judge the safety of structural modifications, taking into account both beauty and safety. Thank you for the permission to reprint, hereby thank you.
Have you ever seen an ad on Facebook that “hits a sore point”?
Could it be that Facebook has the ability to read minds, or is it just a coincidence that it even has monitors installed? (Well, there is actually a Facebook Pixel.)
Facebook ads can specify the audience to watch, and the factors that can be controlled include gender, age, region, interests, etc. So, as long as the audience setting conditions are correct, the advertising effect will be good?
Well, it’s not that simple. Many times, even if you have the right people, if the copywriting is wrong, you will still be “playing the piano”. How to meet the right person at the right time and place and then say the right thing (copywriting)?
I found the answer at “Content Hacking Seminar”. The following is simply divided into three parts: elevator copywriting, character history, and the intersection of internal and external perspectives to share with you.
elevator copywriting
Salespeople standing on the front line must be familiar with the so-called FAB Benefit Selling Method and USP Unique Selling Proposition. Copywriting can also be based on FAB and USP, but online advertising usually only lasts a few seconds, and many people will decide to skip or read it.
Is there a faster way to catch people’s attention with copywriting? Teacher Vista provides a new method, which is to treat online copywriting as an “elevator briefing”. Also in a very short period of time, the key points are stated and interest is aroused.
Copywriting Ideas - Elevator Briefing Edition
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Do you have such trouble?
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Troubles can be solved like this!
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Solve this problem and the following good things will happen!
By applying this framework, you can quickly produce brainwashing copywriting. If you don’t believe it, you can observe the routines of TV commercials and discover the secret!
Persona
In addition to the gender, age, and interests provided by Facebook, many times we lament that the sense of object of viewing the copy is still vague. You can’t do user interviews every time. Isn’t there a better tool?
At this time, Persona comes in handy! Teacher Bai Xiong provides a super powerful form. By following the form, you can accurately draw the outline, and even the appearance can be vaguely revealed.
In addition to directly describing the user, don’t let go of the relevant people around you to form a real life circle. Using common sense reasoning in daily life, and combining it with demographic data and industry surveys, you can get a more accurate picture.
The intersection of internal and external perspectives
Already having the elevator copy, coupled with a clear character description, it feels like there is something missing—well, that is tailor-made content.
The so-called tailor-made, of course, is not just for consumers, but also to meet the company spirit and product characteristics. If it only satisfies consumers’ preferences, it would be more effective to directly broadcast Korean dramas, but selling products and services is the ultimate goal.
Mr. Shirokuma’s magical form appears again! The company’s internal thoughts and organizational spirit = internal perspective, and then the user’s needs and opinions = external perspective; and the intersection of internal perspective and external perspective is where the copywriting is aimed.
Also note that the content should avoid the following landmines, such as: discrimination, class or race…etc. It often takes several years to build a brand, but it only takes a few minutes to destroy it. Be careful!
Conclusion
Speak human words to people, and tell lies to ghosts.
Have you ever seen a wanted poster? The wanted order has a title, text, pictures, data and reward information, and is posted on a crowded bulletin board, allowing people to always pay attention to the clues around them and receive the reward at any time.
The same is true for the copywriting of goods and services. Changing “Wanted” on the wanted poster to “I want” makes people unable to resist swiping their credit card to pay.
“Don’t find customers for your product, find products for your customers.” – Seth. Gao Ting
★ To improve your content power, please don’t miss the [“Content Power: The Super Power of Building Brands”] (https://goo.gl/9hgqc2) online course
★Content Hacking Course: Content Marketing Practical Practice Class (1/24)[Registration now]
★ This article The author Tang Jiahong is an architectural therapist and serves as the chief architect of Inside and Outside Architects. Compared with architects, architectural therapists use the care of interior designers to provide integrated interior and architectural designs, reducing modifications. Compared with interior designers, architects are professional and can accurately judge the safety of structural modifications, taking into account both beauty and safety. Thank you for the permission to reprint, hereby thank you.
★ Picture source: Architectural Therapist Tang Jiahong
Further reading
- Experience from participating in the 3rd Content Hacking Lecture (CHL3) - Make good use of writing skills to create content marketing strategies
- Copywriting power is your “cashability”: before turning ChatGPT into a godly teammate, you must first make yourself stronger
- Four steps to play copywriting magic
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