How to write an absent-minded copy (1): Use curiosity.

A thoughtful copy must first arouse people's curiosity.

What about curiosity?

After reading an advertisement, you must first arouse my interest in knowing you.

No matter how good your product is and how creative you are, if consumers are not interested and don't bother to talk to you at all, then no matter how good you are, it's useless.

It is not unreasonable that the AIDMA rule of consumer buying behavior model puts A- attention and I- interest in the first two places.

I'm not even interested, so there's no action behind me.

Every advertisement tries to tell consumers how good my product is. Buy me, buy me, buy me!

Why don't consumers buy it?

The key is that you should turn the goodness of the product into the curiosity of consumers.

"The product is quite good. Oh, I see."

Natural eggs.

"I want to have a look at your product. I want to study it. I want to have a try."

This is the correct user answer.

To arouse the curiosity of users, don't write the so-called selling points of fake days, but write the fact that the products are unique and fresh.

In the view of bernbach, the advertising master, it is necessary to tap the "drama" inherent in the product.

1, full of interesting details

The devil hides in the details, and the details will be dramatic. When writing a copy, you must first think about the complete and interesting details of the product.

After all, people are detail-oriented animals.

Look at an advertisement for Beijing Star River Bay first.

Overnight, all the manhole covers in Beijing disappeared.

Disappeared, nothing, those memories related to the manhole cover are lost, and no one will feel sorry for the hole that swallowed people after losing the manhole cover. In the quiet night, I can no longer hear the ugly noise when the car presses the manhole cover.

Well covers are gone. Before that, everyone knew that the topic of manhole cover was a social problem. Cann't humans with cutting-edge space technology deal with the headache of urban manhole cover pipeline system? Can manhole covers only occupy a large amount in the middle of the road? Everyone thinks there are many bumps in the middle of the road. Does it look nice?

The manhole cover is gone, really gone. In Xinghewan, Beijing, the pavement paved with special technology can reduce the noise by 80% compared with the conventional road. The manhole cover has disappeared. Due to a complex set of technical support and a simple wish, "Who wants people and cars to always have a sense of urgency when walking on the road?"