1 thought on “After reading this book, you can also write a copy of a million copywriting”
Antonia
Have you ever passed such a dark moment: In order to write a copy, you ask for a copy, and forgotten to eat, but still have nothing to do, and the annoyance collapse. What is even more sad is that no one cares about you. Your reader is not looking forward to your copy. In fact, they are preferred to not read copywriting. On the subway, they would rather look down on Weibo and don't want to look up at your advertisements; the advertisements in the mailbox were thrown into the trash before they saw it. Does the above -mentioned realm mean that the copywriting does not play a role at all? It's definitely not like this. This just means that your copywriting is not written.
The writing documents is like persuading readers to cross the bridge. One end of the bridge is the person who is about to read your copy, and the other end is what you and you want to sell (maybe it is real or thought). Your task is to let the reader walk through this bridge and try the items you sell. How can you write good copywriting to persuade your readers to act? The book "Sales Brain Science" can help you open the door to writing copywriting and guide you to go further and further.
"Sales Brain Science" is very different from previous copywriting writing books. The traditional copywriting writing book tells you three characteristics of writing products, you can't write more. Why do you feel puzzled in your heart? Isn't it better to write more? Let customers know the products in depth! The book "Sales Brain Science" tells you why you want to do this from the operating mechanism of the human brain, and to teach you how to convince your customers at the bottom of the thing.
The author of the book "Sales Brain Science" is a well -known marketing expert in the United States.
The first author Christope Molin, a teacher of Philin Graduate University, lectured on the media neuroscience. As the founder of the "Sales Brain Company", he focuses on the research of advertising affecting the brain field.
The second author Patrick Renwartz, a composite sales expert, mainly taught the new information transmission strategy of brain science, and helped hundreds of companies and thousands of professionals to reach billions of dollars to reach billions of dollars. Transaction.
1. Our brain
Our brain is divided into two parts: primitive brain and rational brain. Persuasion is a dynamic process. It is a process from bottom to top in the original brain, and then stimulating the rational brain. The leading persuasion process and affecting the purchase decision are the primitive brain, so all we have to do is to grab the original brain.
Our brain is divided into primitive brain and rational brain
The original brain is responsible for managing the key internal state of the human body, controlling attention and emotions, and solving the priority related to survival. Run in the subconscious. It is a basic set of equipment that controls the input and output of the brain. He is a proud baby, he is self -saving, energy saving, emotional, and advocating visualization.
2. Use 6 kinds of persuasion to stimulate the original brain, write good copywriting
"Sales Brain Science" The book "Sales Brain Science" proposes 6 stimuli for the above brains. Impact and persuade our primitive brain.
1. Dance. Because the primitive brain is driven by survival instincts, in most cases, human beings are self -centered. The first thing to pay attention to is usually things that affect themselves. Therefore, what we have to do when writing copywriting is to pay attention and understand our customers. Stephen Kewei mentioned in his best -selling book "Seven Habits of High -efficiency People" that if you want to communicate effectively, first of all, you should work hard to understand others before you can find it to be understood by others.
If you do not understand the pain points of the reader and do not use the reader as the narrative center, you cannot catch the customer's attention, and your copy loses its utility as soon as possible. Pay attention to the pain points of customers, use customers to solve their painful psychology to write good title, seize the reader's attention, and use readers as a narrative center for readers to read. Below there are two copywriting comparison:
1. Members of Flex gym can use various fitness equipment of the supplies, including treadmills, pedals and devices that can be freely adjusted. Regular use of the gym can bring a lot of health benefits, including improving body shape and weight loss, usually effective within a few weeks.
2. From the beginning of your gym, you can use all our fitness equipment to freely adjust the weight equipment from a treadmill, a walking machine to a free adjustment. Regularly patronize our gym. Within a few weeks, you will become more proportioned, slimmer, and healthier.
The literal meaning of the above two copywriting is exactly the same, but the second copy describes the problem from the perspective of the customer. Customers have a sense of immersion. Essence
2. Revelation. The main advantage of the primitive brain is to speed up decision -making. When we only have a small number of options, we can make fast decisions. Freud has a famous saying: "The brain allows us to get a strong pleasure from the contrast, but there is very little fun from the things itself." Through the strategy of contrast stimulation, we can help customers make simple and clear choices Essence In the copywriting writing, find the significant advantage of your own products and compare the scheme of competitors to help customers make decisions.
Copywriting: In the future, one step closer, directly distinguish it from traditional watches.
3. It is sensible. The primitive brain likes speed and simplicity, and likes to consume the relaxation of cognitive energy. If you want people to feel things, you must avoid making the audience too much brainpower when providing information.
The interpretation of the products well known to the product, mode and situation, using analogy and metaphors to describe things, making customers feel that the more real, the easier to understand customers.
For example, this is the brand slogan of Pedigree Dentastix series of pet dog health products under the Mars: You brush your teeth, dogs chew it. The brand slogan made an analogy between pet dogs and its owners, implying that the product was "dog's toothbrush".
In again, take a look at the promotional slogan of this Castrol GTX engine lubricating oil: smooth lubricating mechanic, this exquisite metaphor connects ordinary oil and complex professional skills. Drivers may be difficult to imagine how motor oil lolices their car engines, but they can definitely imagine the scene of a thoughtful mechanic who patiently debug the engine. This metaphor transforms abstract things into specific visual things.
4. Remember. The U -shaped curve of memory tells us that the impact of information on our short -term memory can be expressed by a U -shaped curve. The first secret love in life was unforgettable, and the last lover was unforgettable. Is the youthful throbbing in the middle gradually forgot with the passage of time. We tend to remember the first incident and the last event, but we forget the incident in the middle. This is also the well -known cause and recent effect. In most cases, they will only pay attention to the first time I see, the last time I see, and the current content that I am watching.
. The beginning and end of the copywriting are very important, and the importance is second only to the title. Stories are a good opening. Such as the advertisement of Yida chewing gum. At the beginning, the close -up of Yidaguya gum. In the middle, Peng Yuyan and Gui Lunmei were ambiguous and reluctant. Finally, "your Yida is full." This gum was firmly remembered by everyone.
5. Visible. Nearly 30%of neurons in the brain are visual neurons. The well -known Kolarvita effect believes that visual leading other sensory processing systems. Many studies have shown that it takes 13 milliseconds to deal with a image, but it takes about 10 times to deal with a word. Therefore, the use of good typesetting, pictures, and colors in copywriting is essential. For example, an insurance advertisement is better to persuade customers if there is only a text narrative.
6. Emotion. Emotions are called information adhesives. Without emotions, no matter what you say, what to show, and show, it will not be remembered. In the book "Sales Brain Science", it divides emotions into two categories, a total of 8 types. They are avoiding sexual emotions: anger, dislike, sadness, and fear; approaching sex: surprise, trust, happiness and expectation. The primitive brain will first pay attention to negative events, not positive events.
The is easier to persuade customers to use the power of fear of regret and expectation. Therefore, it is very important to prove that customers' returns are proved in copywriting. The book "Sales Brain Science" pointed out that we can dispel customer concerns from three aspects: economic evidence, observation evidence, analytical evidence, and incentive evidence through three aspects: economic value, strategic value, and personal type value. Looking forward.
. For example, the WHISKAS cat food advertisement of the Mrh Group below: Eight of the ten cat owners say their pet cats prefer it. This advertisement uses social evidence and analytical evidence to persuade cat owners to buy cat food.
"Sales Brain Science" integrated these 6 stimuli summarizing a persuasion path, and proposed three key stages of persuasion paths. The attention of the brain (visual and personal), the second stage is to make people confident (sensible and easy to remember), and the third stage is to end the persuasion process (contrast and emotion).
. So how to integrate these 6 kinds of persuasion stimuli and convince the original brain and write excellent copywriting?
The first step, analyze customers, determine the customer's rigid and pain points;
The second step, understand the product, find the uniqueness of the product;
The third step is to transform the uniqueness into consumers' income;
The fourth step, write the eye -catching title to grab the customer's attention, let customers read it with a beautiful beginning The motivation; the characteristics of displaying the product promote the understanding and memory of the product of the product; the evidence of income is accelerated to the customer's decision; the evidence is used to eliminate customer concerns;
Summary
Ancient people cloud: from good, from evil as collapse. The road is always the hardest road. It is impossible to learn any skills, and good ways make things more effective. The book "Sales Brain Science" also talks with a lot of practical methods. These methods are very effective in copywriting and can help us better convince customers.
At the end, it is difficult and difficult, and it is really difficult. Let us act quickly and write a copy worth millions!
Have you ever passed such a dark moment: In order to write a copy, you ask for a copy, and forgotten to eat, but still have nothing to do, and the annoyance collapse. What is even more sad is that no one cares about you. Your reader is not looking forward to your copy. In fact, they are preferred to not read copywriting. On the subway, they would rather look down on Weibo and don't want to look up at your advertisements; the advertisements in the mailbox were thrown into the trash before they saw it. Does the above -mentioned realm mean that the copywriting does not play a role at all? It's definitely not like this. This just means that your copywriting is not written.
The writing documents is like persuading readers to cross the bridge. One end of the bridge is the person who is about to read your copy, and the other end is what you and you want to sell (maybe it is real or thought). Your task is to let the reader walk through this bridge and try the items you sell. How can you write good copywriting to persuade your readers to act? The book "Sales Brain Science" can help you open the door to writing copywriting and guide you to go further and further.
"Sales Brain Science" is very different from previous copywriting writing books. The traditional copywriting writing book tells you three characteristics of writing products, you can't write more. Why do you feel puzzled in your heart? Isn't it better to write more? Let customers know the products in depth! The book "Sales Brain Science" tells you why you want to do this from the operating mechanism of the human brain, and to teach you how to convince your customers at the bottom of the thing.
The author of the book "Sales Brain Science" is a well -known marketing expert in the United States.
The first author Christope Molin, a teacher of Philin Graduate University, lectured on the media neuroscience. As the founder of the "Sales Brain Company", he focuses on the research of advertising affecting the brain field.
The second author Patrick Renwartz, a composite sales expert, mainly taught the new information transmission strategy of brain science, and helped hundreds of companies and thousands of professionals to reach billions of dollars to reach billions of dollars. Transaction.
1. Our brain
Our brain is divided into two parts: primitive brain and rational brain. Persuasion is a dynamic process. It is a process from bottom to top in the original brain, and then stimulating the rational brain. The leading persuasion process and affecting the purchase decision are the primitive brain, so all we have to do is to grab the original brain.
Our brain is divided into primitive brain and rational brain
The original brain is responsible for managing the key internal state of the human body, controlling attention and emotions, and solving the priority related to survival. Run in the subconscious. It is a basic set of equipment that controls the input and output of the brain. He is a proud baby, he is self -saving, energy saving, emotional, and advocating visualization.
2. Use 6 kinds of persuasion to stimulate the original brain, write good copywriting
"Sales Brain Science" The book "Sales Brain Science" proposes 6 stimuli for the above brains. Impact and persuade our primitive brain.
1. Dance. Because the primitive brain is driven by survival instincts, in most cases, human beings are self -centered. The first thing to pay attention to is usually things that affect themselves. Therefore, what we have to do when writing copywriting is to pay attention and understand our customers. Stephen Kewei mentioned in his best -selling book "Seven Habits of High -efficiency People" that if you want to communicate effectively, first of all, you should work hard to understand others before you can find it to be understood by others.
If you do not understand the pain points of the reader and do not use the reader as the narrative center, you cannot catch the customer's attention, and your copy loses its utility as soon as possible. Pay attention to the pain points of customers, use customers to solve their painful psychology to write good title, seize the reader's attention, and use readers as a narrative center for readers to read. Below there are two copywriting comparison:
1. Members of Flex gym can use various fitness equipment of the supplies, including treadmills, pedals and devices that can be freely adjusted. Regular use of the gym can bring a lot of health benefits, including improving body shape and weight loss, usually effective within a few weeks.
2. From the beginning of your gym, you can use all our fitness equipment to freely adjust the weight equipment from a treadmill, a walking machine to a free adjustment. Regularly patronize our gym. Within a few weeks, you will become more proportioned, slimmer, and healthier.
The literal meaning of the above two copywriting is exactly the same, but the second copy describes the problem from the perspective of the customer. Customers have a sense of immersion. Essence
2. Revelation. The main advantage of the primitive brain is to speed up decision -making. When we only have a small number of options, we can make fast decisions. Freud has a famous saying: "The brain allows us to get a strong pleasure from the contrast, but there is very little fun from the things itself." Through the strategy of contrast stimulation, we can help customers make simple and clear choices Essence In the copywriting writing, find the significant advantage of your own products and compare the scheme of competitors to help customers make decisions.
Copywriting: In the future, one step closer, directly distinguish it from traditional watches.
3. It is sensible. The primitive brain likes speed and simplicity, and likes to consume the relaxation of cognitive energy. If you want people to feel things, you must avoid making the audience too much brainpower when providing information.
The interpretation of the products well known to the product, mode and situation, using analogy and metaphors to describe things, making customers feel that the more real, the easier to understand customers.
For example, this is the brand slogan of Pedigree Dentastix series of pet dog health products under the Mars: You brush your teeth, dogs chew it. The brand slogan made an analogy between pet dogs and its owners, implying that the product was "dog's toothbrush".
In again, take a look at the promotional slogan of this Castrol GTX engine lubricating oil: smooth lubricating mechanic, this exquisite metaphor connects ordinary oil and complex professional skills. Drivers may be difficult to imagine how motor oil lolices their car engines, but they can definitely imagine the scene of a thoughtful mechanic who patiently debug the engine. This metaphor transforms abstract things into specific visual things.
4. Remember. The U -shaped curve of memory tells us that the impact of information on our short -term memory can be expressed by a U -shaped curve. The first secret love in life was unforgettable, and the last lover was unforgettable. Is the youthful throbbing in the middle gradually forgot with the passage of time. We tend to remember the first incident and the last event, but we forget the incident in the middle. This is also the well -known cause and recent effect. In most cases, they will only pay attention to the first time I see, the last time I see, and the current content that I am watching.
. The beginning and end of the copywriting are very important, and the importance is second only to the title. Stories are a good opening. Such as the advertisement of Yida chewing gum. At the beginning, the close -up of Yidaguya gum. In the middle, Peng Yuyan and Gui Lunmei were ambiguous and reluctant. Finally, "your Yida is full." This gum was firmly remembered by everyone.
5. Visible. Nearly 30%of neurons in the brain are visual neurons. The well -known Kolarvita effect believes that visual leading other sensory processing systems. Many studies have shown that it takes 13 milliseconds to deal with a image, but it takes about 10 times to deal with a word. Therefore, the use of good typesetting, pictures, and colors in copywriting is essential. For example, an insurance advertisement is better to persuade customers if there is only a text narrative.
6. Emotion. Emotions are called information adhesives. Without emotions, no matter what you say, what to show, and show, it will not be remembered. In the book "Sales Brain Science", it divides emotions into two categories, a total of 8 types. They are avoiding sexual emotions: anger, dislike, sadness, and fear; approaching sex: surprise, trust, happiness and expectation. The primitive brain will first pay attention to negative events, not positive events.
The is easier to persuade customers to use the power of fear of regret and expectation. Therefore, it is very important to prove that customers' returns are proved in copywriting. The book "Sales Brain Science" pointed out that we can dispel customer concerns from three aspects: economic evidence, observation evidence, analytical evidence, and incentive evidence through three aspects: economic value, strategic value, and personal type value. Looking forward.
. For example, the WHISKAS cat food advertisement of the Mrh Group below: Eight of the ten cat owners say their pet cats prefer it. This advertisement uses social evidence and analytical evidence to persuade cat owners to buy cat food.
"Sales Brain Science" integrated these 6 stimuli summarizing a persuasion path, and proposed three key stages of persuasion paths. The attention of the brain (visual and personal), the second stage is to make people confident (sensible and easy to remember), and the third stage is to end the persuasion process (contrast and emotion).
. So how to integrate these 6 kinds of persuasion stimuli and convince the original brain and write excellent copywriting?
The first step, analyze customers, determine the customer's rigid and pain points;
The second step, understand the product, find the uniqueness of the product;
The third step is to transform the uniqueness into consumers' income;
The fourth step, write the eye -catching title to grab the customer's attention, let customers read it with a beautiful beginning The motivation; the characteristics of displaying the product promote the understanding and memory of the product of the product; the evidence of income is accelerated to the customer's decision; the evidence is used to eliminate customer concerns;
Summary
Ancient people cloud: from good, from evil as collapse. The road is always the hardest road. It is impossible to learn any skills, and good ways make things more effective. The book "Sales Brain Science" also talks with a lot of practical methods. These methods are very effective in copywriting and can help us better convince customers.
At the end, it is difficult and difficult, and it is really difficult. Let us act quickly and write a copy worth millions!