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2017/4/7 Chen WeiliangParticipate in the sharing of special training
Hello everyone!Today I’m going to share one last brain focus – emotional stories.
An emotional story
Because everyone has emotions of joy, anger, sorrow and joy, the brain will use emotions to express support or opposition to things, so "emotional stories" can attract the attention of the brain.
referenceCopywriting（1） ：
You can refer to the Alpha Xiaodan soft article "It turned out to be smart all rely on him" written by @春王lord.
Xiaoming and Xiaohong are good friends, and their parents are also good friends. The two live in the same community. Since the school is not far away, they are together when they go to school and when they go to school.
Recently, Xiaoming suddenly found out that he didn't know Xiaohong. This was discovered from Xiaohong's speech. How did she suddenly become the first in the class? It used to be me. This introverted girl blushed when she spoke. I started to pay attention to Xiaohong. Since I noticed Xiaohong's every move, I realized that Xiaohong likes to talk recently, and she joked about her left voice. I didn't expect her to tune when she hummed...
What's going on? Xiao Ming is puzzled. Could it be that she has participated in the training? It's not like ah, parents on both sides generally do not advocate forcing them to study for them. He also asked her if she participated in the training class?Xiaohong replied that no...
Xiao Ming became even more curious, and decided to take a closer look at what happened to Xiaohong. One after another, he found that Xiaohong had less time to play outside recently. Xiao Ming smiled slightly, and people worked hard. No wonder.
After thinking about it, it's still wrong. I haven't seen Xiaohong's family teacher and new relatives. It seems that I need to go to Xiaohong's house to find out...
Xiaoming found a reason to go to Xiaohong's house and knocked on the door. Xiaohong didn't say hello as before, but turned around and ran to his bedroom. Xiaoming didn't pursue it. He felt that the bottom of the puzzle was about to open. Ask questions, Easter eggs are answering...
Xiaoming looked at the little easter egg in surprise, and Xiaohong proudly gave him other functions: singing, storytelling, alarming...
When the two were listening, Xiaohong's father came back. When Xiaoming asked about the place to buy the eggs, Xiaohong's father said: "I amSmall tradeThe painter of the media, this product is one of our products, many of our high-quality products, just like the massage shoes under my feet are also produced by us, it has the same effect as a massage pedicure...
The bottom of the puzzle was revealed, and Xiao Ming decided to let his parents participate in Wechat Media, so that he could not only get his favorite baby, but also allow his parents to enjoy good products, such as the massage shoes, and others...
References (2):
The people who accompany me to lose weight and run have changed at least 10,
But the AUN deodorant socks I wear have not been replaced!
Why?Because it is so durable! "
Analysis: The product is far from the focus of the user's brain, and emotional stories can be used to narrow the distance from the focus of the brain.
XNUMX. Behavioral analysis of brain focus
In the case of information flooding, the information that the brain can process is limited, and the essential reason that can attract the attention of the brain is actually the "hippocampus" in the brain to filter out most irrelevant information.
What information can be screened by the hippocampus and become the focus of the brain?
"It's about me":
- (1) What other people care about: popular events, well-known brands.
- (2) Associating with the current task: reduce ad dislike, analyze what the user is currently doing?
- (3) Interests: beauty, sex (reproductive instinct), food, anecdotes, methods of success...
- (4) Associated user pain points: problems (pain points) encountered by oneself.
- (5) Emotional stories: emotional, storytelling.
The importance of contrast
Why am I summarizing 5 brain concerns?
Since the brain is prone to numbness to immutable things, the advertising copy design of temptation needs to be changed, and it is necessary to switch between 5 different types of "brain focus" and "contrast" to form a contrasting effect.
The five brain concerns I have summarized emphasize the importance of contrast.
Because things that do not move, do not change and have no contrast are difficult to attract the attention of the brain, but things that change and move will definitely attract the attention of the brain.
Therefore, in the case of the proliferation of homogenized content, if you want to stand out and attract the attention of the brain, you must have contrast.
(Contrast comparison summary, please see the mind map below)
The reason for summarizing and sharing the concerns of the brain is actually to help we-media and micro-businesses do a good job of designing temptations.
However, the premise of designing temptation is to learn to see human nature clearly. If you want to see human nature clearly, you must analyze the behavior of the brain, and finally make a conclusion.
Chen Weiliangsummary
To design a temptation, two conditions must be met:
- 1. It’s about me – the focus of the brain.
- 2. Contrast - to change the focus of the brain.
5 types of brain focus + contrast, I have finished sharing today, I don't know what everyone thinks?
If you have any questions or other ideas, please leave a message to me ^_^
Chen WeiliangWeChat: 2166713988
Hope Chen Weiliang Blog ( https://www.chenweiliang.com/ ) shared "How can micro-businesses resonate with customers?Telling Emotional Stories That Resonate," will help you.
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