In 5 seconds, how do you catch users in your ad copy?

2018-08-08

The world is so busy that no one will waste more than one second on your copybook.

If your copywriter can’t catch the attention of the user within 5 seconds, he will not hesitate to turn around and walk away.

To tell you the truth, it is only 5 seconds to catch the user, and the pain spot is an important index to really assess the marketing person’s skill.

Then, what are the requirements for qualified pain spots?

    understand user         grasp the user cognition       from the user scene;   see the user’s default behavior     reading habits design; appropriate emotional expression……

Of course, this is far more than that. In order not to affect your mood, I have hidden 60% of the other requirements.

So, when you really start to prepare a painful copy, what should you do?

In 5 seconds, how do you catch users in your ad copy?

  if you are a user, what do you want to see?  

First, from the user’s point of view, before writing a copy, we need to consider the following three aspects:  

 , what kind of cognition do you get from your copywriting?   what emotions do you get from your copywriting?   what desires do your copywriting give users?

(I) cognitive        

What kind of knowledge and impression does your copywriting bring to your brain? And the knowledge and impression, is it what you want?

More directly, how will the user understand this copy after seeing the copy?

For example, if you want to write a copybook for a cast iron steak pot, what will you do?

First look at the advertising copy of an ordinary Taobao cast iron steak pot.

In 5 seconds, how do you catch users in your ad copy?

What is the first impression you have in mind when you read the copycat copy of “made in America and 100 years”?

So, if we write copywriting in this way, the memory that users call is not what we want.  

Look at the iron cast iron steak of the NetEase.

In 5 seconds, how do you catch users in your ad copy?

In 5 seconds, how do you catch users in your ad copy?

Do you start to think about making a steak scene and use it to make delicious steak for yourself?

Based on the above cases, we can form three levels to form users’ perception of us.

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