Internet startups divide products into independent attributes. Xiaomi first popularized CPU, GPU and so on. Arrived here, and after Xiaomi 4 arrived, he even began to popularize the knowledge of materials science-"Xiaomi 4, Olympic 304 stainless steel, 8 times numerical control stamping". (Figure 2 below)

Even Ke Fan Chennian, who learned from Lei Jun, is not to be outdone. He popularized chemical knowledge at the shirt conference-how to make shirts wrinkle-free and increase cross-linking between cellulose macromolecules.

(Yes, the following is not the PPT of the chemistry teacher, but the PPT of the old product launch conference, as shown in Figure 3 below)

Why does Internet copywriting need to decompose product attributes?

Because it helps them make up for the disadvantages of big brands.

There are two modes for consumers to choose products-low cognitive mode (which takes little energy to think) and high cognitive mode (which takes a lot of energy to understand and think).

Many times, consumers are in a "low cognitive mode". They are too lazy to know and compare products in detail. They simply judge by external factors that have nothing to do with the product itself-"This big brand won't lie to me, just buy this!" "The quality of this German product is definitely better than that of domestic products, so buy this one!"

In this case, small brands can't beat big brands, because consumers directly infer the quality of products through "brands" instead of comparing the products themselves in detail.

What should we do?

Consumers should be replaced by "high cognitive model", so that they can spend a lot of time and energy to compare the products themselves, rather than simply judging by brands and places of origin.

And "decomposing product attributes" is a good method, which can make consumers change from "vague overall impression" to "accurate understanding".

So at the product launch of 20 1 1, Reebs began to skillfully use this key picture to decompose product attributes. (Figure 4 below)

This is why the advertisements of big brands often emphasize the overall impression ("once again, change everything" and "ultimate design", etc.). ), and small brands tend to decompose product attributes in detail, so that consumers can enter the "high cognitive mode".

The same applies to recruitment. Suppose a Tsinghua and a Wu Da candidate apply for a job, and HR only has 10 second to judge who they want, then Wu Da has no chance-10 second can only compare "brands"; But if HR has 1 hour to judge who he wants, then the outcome is undecided, depending on personal ability.

2. Point out the benefits: start from the other side.

It's not enough to "break down product attributes", you need to tell the benefits-what such attributes can bring to each other.

For example, the following sub-rental advertisement, the one on the right says specific "welfare", which is more attractive.

Countless salesmen failed in this step. They introduced the products in detail, but the customers complained, "These functions you said are all good, but what's the use for me?" ! "

Numerous applicants have also lost at this point. They introduced their experiences in detail, but HR complained: "Your club and internship experience are good, but what is the specific use for our company?"

To write a good copy of China, you need to change your thinking-not "describe a product to the other party", but "tell the other party what is good about this product!"

Step 3 Find a usage scenario

When asked to describe a product, the first thing most people think of is "this XX" (positioning to product attributes).

Some people will think: "This is a product specially designed for XX people!" (crowd-oriented positioning)

In fact, there is a third kind: "This is a product that can help you make XX". (Navigate to Usage Scenarios)

In fact, in view of the characteristics of Internet products (complex categories and scattered people), you should pay more attention to the usage scenarios-what tasks do users need to complete with my products?

For example, if I describe "This is an intelligent wireless router!" (product category), you may not know what I'm talking about.

But if I say, "You can use your mobile phone to control your home router to download movies automatically at work" (usage), you may be tempted.

Therefore, the most important thing is not "who am I", but "what do my consumers do with me?"

4. Find the right competitors

Consumers always like to compare different products, so when writing a copy, it needs to be clear: what do I want consumers to compare my products with? Who is my competitor?

For example, in the picture below, I assume that the copy of the above two kinds of Jiaduobao herbal tea is comparable to that of traditional Chinese medicine for preventing excessive internal heat. Although it highlights the function of "preventing excessive internal heat", people think that "it is a three-point toxic medicine" and may not dare to drink it; Compared with drinks, the latter has the function of "preventing getting angry", giving people the feeling that they no longer feel guilty about drinking unhealthy drinks.

Numerous innovative products in the industry involve such a competitor comparison:

The competitor of online education is actually not offline training, because for those who are willing to spend so much time and money to participate in training, online education obviously cannot meet its quality requirements; Its competitors are actually books and online forums, because its customers are people who have no money or time to attend training, so they have to teach themselves.

The competitor of solar energy is not thermal power at first, because solar energy is too unreliable for thermal power with stable performance; Its competitor is "no electricity"-solar energy initially failed in the United States, but it was first commercialized in Africa. For Americans, solar energy is too unstable, but for some African countries without power grid, self-built solar generators are better than no electricity.

The competitors of Ke Fan anti-wrinkle shirts are actually not business shirts worth thousands of dollars (as advertised), because those who are willing to use these business shirts look down on Ke Fan; Its more likely competitors are T-shirts and POLO, because its consumers are people who have to wear T-shirts because they are afraid of squeezing shirts in the subway.

The real competitor of the first generation iPhone is not Nokia mobile phone, because compared with Nokia mobile phone, its battery life is not good, and the call quality is not good; Its real competitors are The Wall Street Journal, game consoles and video players. Under the mainstream view at that time, as a mobile phone, it had numerous shortcomings; But compared with other video players, newspapers, etc. Much better, and the function of making phone calls.

So, conceive a good copy, do a good job of publicity, and find the real competitors of your products first.

5. Vision

Your copy must be written so that readers can associate it with specific images, such as the copy above. If you just say "good night shooting ability", many people have no intuitive feeling; But if you say "you can shoot stars", it immediately reminds people of the feeling of "seeing bright stars, I want to shoot but I can't".

Excellent copywriting can remind people of specific scenes or memories, but too many copywriting are abstract, vague, complex and empty, which makes people confused:

Education course advertisement: "We pursue Excellence, create fine products, help you keep pace with the times and create a better future!"

Mp3 advertisement: "Slim and smart, great tolerance!"

Sesame paste advertisement: "Inherit the manufacturing classics!"

The boy suggested, "We live happily ever after!"

Political speech: "I hope to pursue equality and reduce racial discrimination!"

Interviewer: "I have a sense of responsibility, mission, meticulousness and hard work!" " "

If the same meaning is added to the description of "visual sense", the effect will be obviously different:

Education course advertisement: "We pursue Excellence, create fine products, help you keep pace with the times and create a better future!"

-"We provide the latest knowledge to help you cope with the changing world."

Mp3 advertisement: "Slim and smart, great tolerance!"

-"Put 1000 songs in your pocket!" (from Steve Jobs)

Sesame paste advertisement: "Inherit the manufacturing classics!"

-"The Taste of Mom as a Child"

The boy suggested, "We live happily ever after!"

-"I think when we are old, we can still walk hand in hand on the beach in the afterglow of the sunset.

Political speech: "I hope to pursue equality and reduce racial discrimination!"

I have a dream that one day on the red hill in Georgia, the sons of former slaves and the sons of former slave owners can sit down together and talk about brotherhood. (Excerpted from Martin Luther King)

Interviewer: "I have a sense of responsibility, mission, meticulousness and hard work!" " "

-"I stayed up all night for the details of 1% until I was satisfied, and I will never give up the final improvement."

Why is vision so important?

Because visual imagination is one of our most basic needs, people naturally do not like abstract things. Therefore, almost all abstract concepts in ancient times were visualized-because "justice and compassion" were too abstract, it directly created a visualized and personalized god; Because the process of rain is too abstract, the novel tripterygium wilfordii Dian Mu was invented.

There is a "vivid effect" in psychology, which means that we are more easily influenced by the vividness of an event (whether we have a visual sense) than the meaning of the event itself.

During the Iraq war, American journalists kept reporting that "thousands of Americans died", but few Americans were moved; But once the story of a family's wife losing her husband was reported, the anti-war sentiment in the whole country was high. This is not because a husband's life is more important than thousands of lives, but because such stories are "more vivid".

Therefore, when writing a copy, you must have a "visual sense", otherwise others will not know what you are talking about.

6, adhesion-establish contact

As a small company, you may release brand-new innovative products. But people don't like strangers, so they often don't buy them. At this time, you should establish "adhesion" for the copy-attach the information to a well-known item.

For example, you know nothing about TV set-top boxes, which promote "free remote control", and you may have no idea; But if you say, "1 sec turns TV into a computer", you will understand-you can control TV as freely as a computer!

You really want to make your product copy popular, but it is difficult to make a strange thing popular. In order to make a brand-new product or concept popular, you need to associate it with something that everyone knows. For example:

When Jobs released the first generation iPhone, he did not directly introduce the iPhone interpretation function, but said that he would release three products-1 mobile phone, 1 large-screen iPod and1internet device, which are familiar products. Then Jobs said, in fact, we only released one product that has the functions of the above three products, that is, the ——iPhone.

In order to make strange emerging stars hot, the media often give them nicknames-"Intellectual Cristiano Sanchez" and "German Messi Marin". This is to connect strange teenagers with famous stars and make it easier for the public to understand.

Similarly, do you know why there is a "Reebs" in China science and technology circle?

Why is adhesion so important?

This is because of people's memory patterns.

Human brain memory is like a river on a high slope, and new memory is like a drop of water. If this drop falls on the land, it will evaporate immediately. If you can drop into the river, you can blend into one and go straight to the sea. Similarly, if new knowledge cannot be linked with old knowledge, people will soon forget it; If you connect with something old and familiar, people will remember it easily.

Therefore, you need to improve the "attachment" of the copy, so that it can be linked with the past-even the telephone patent applied by Bell, the inventor of the telephone, was called "a new telegraph improvement technology".

7. Provide "fuse"

The purpose of copywriting is to change the behavior of others. If you just make others "excited" and don't pay the final "action", you may make the copy fall short. The best way is to provide a significant "fuse" so that others can know what to do now without thinking.

For example, in the picture below, suppose this is an article posted on the home page of WeChat. In order to make you pay attention to the WeChat homepage, the copy on the right is definitely more effective-it allows you to know what to do now without thinking.

Numerous phenomena have proved this point:

Previously, an American university designed a brochure of tetanus vaccine, but the problem is that no matter how to improve the warning power of the brochure every year and use horrible pictures of patients, it is difficult to get students to be vaccinated. Finally, the problem was solved, and a map of the school hospital and the vaccine time were attached to the manual-it turned out that students were just too lazy to check the map and time on the website.

Psychologists have also done such an experiment-the refrigerator with transparent glass doors is full of food, and many people steal food; But put a lock on this refrigerator and put the key to the lock beside it. As a result, almost no one stole vegetables. Because the reason for stealing food has changed from "knowing it but not doing it" to "knowing it but not doing it", which obviously reduces the desire of others to start work.

Therefore, never underestimate the "laziness" of "holding hands with the party", and clearly tell others in the copy when necessary: What should you do now!