How to write the headline copy of self-media advertising to attract attention? 5 types of brain concerns

We media ad titleCopywritingHow to write to attract attention?

Summarize the concerns of the 5 types of brains

We do WeChatPublic account promotionAll need to have basic fans. If you want a sufficient number of fans, you need to "skillfully leverage on promotion".

Final ThoughtsdrainageThe general idea is as follows:

• 1. Choose a platform where a large number of users gather
• 2. Research platform rules (to avoid being banned for violations, and to increase exposure)
• 3. Put "seeds of temptation"

doWechat marketingThere is a significant difference in the conversion rate between a title copy with a well-designed temptation and a title copy without any temptation. Why?Because that's human nature, and I've done tests and comparisons.

This article will use realInternet marketingPromotion case, to analyze and explain how to design temptation?

(In addition, I will also share the model map of the specific design temptation method. As long as you follow this model map to design the temptation, you must not go wrong)

(1) Analyze the secret of the article title that causes the contrast effect

We all know that when writing an article, the title is 10 times more important than the article, so I want to analyze the title of the first article by @ Qin Gang "It's not that the car home is too good, but other websites are too lazy", why is it so eye-catching?

Just now I googled "it's not that Autohome is too good, but other sites are too lazy" and found about 12,000 results (0.54 seconds)

The design of this title accomplishes two things:

1. The focus of the brain

• As Qin Gang, a master of flickering, said, "Autohome is listed, and its market value is as high as 30 billion US dollars, which has fallen below the glasses of many vertical websites. All of a sudden, the Internet is full of discussions about Autohome", so the master of flicker Qin Gang borrowed Potential marketing.

2. Contrast

• "Too good" and "too lazy" are a contrast, and there will be a huge contrast in the focus of the brain.
• When the brain’s focus and contrast are combined, there will be a contrast effect. The greater the contrast, the greater the user’s response to the title.

Comparative example:

• before vs after
• max vs min
• yes vs no
• fast vs slow
• Increase vs decrease
• Negative vs affirmative
• not VS but
• Too good vs too lazy
• man vs woman
• Self-asking vs self-answering

Another example

A few days ago, our partner Cao Weiying, she wrote an article and achieved these 2 points——Brain focus + contrast.

"Invite you to be a fragrant woman (for men only)"

Fragrance is an adjective, "fragrant woman" is the focus of the brain, and "men stop watching" is contrast.

Adding "the focus of the brain" to "contrast" will create a contrast. The greater the contrast, the greater the response. Therefore, after the article is published, many people will click to read it.

The focus of the brain + contrast, this way of writing can make the title form a strong contrast effect.

(2) Associate the current task to reduce advertisement rejection

We often see a lot of information and advertisements in WeChat groups and Moments. SomeSmall tradeThe advertisements sent are very disgusting, why are some advertisements not disgusting?

Whether it is a micro-business or a self-media person, when doing WeChat marketing, you must learn to see human nature.

How can we see human nature?

Since all human behavior is based on the results of the brain's response, if you want to understand human nature, you must analyze the behavior of the brain. What is the point that arouses the brain's attention?

One of the reasons we go to the circle of friends is to satisfy the "voyeuristic desire" of the brain. The brain wants to know what friends are doing?

So, how can wechat & self-media people post Moments advertisements to reduce disgust?The first task is to satisfy the current task.

The current task of our circle of friends is to satisfy the "voyeuristic desire" of the brain, so we associate advertisements withLifeCombined, it can not only satisfy people's voyeuristic desire, but also play the role of advertising.

This is why the selfies we send, and the experience of using WeChat products by real people going abroad, will attract comments and likes from friends.

Brain focus (relevant to current task + contrast):

In fact, in order to achieve the publicity effect, if the advertisement in the circle of friends only uses the attention of the brain, it may not work. Why?

Because of the flood of similar information, the brain is numb to the focus. At this time, it is necessary to add contrast to form a contrast, which will cause the brain to respond strongly.

As long as we pay attention to the advertising materials of some products of Weshang Media, some of them have contrasting contrasts, such as: Caibao vegetable washing machine, Alpha Egg (an artificial intelligence robot produced by iFLYTEK), warm cow heater, etc. .

There is contrast, there is contrast

• 1. Cai Baobao vegetable washing machine: Compare the vegetables, fruits and meat that have been cleaned and cleaned by Cai Baobao.
• 2. Alpha Little Egg: Compare with story machine and early education machine.
• 3. Warm cow heater: compare the small sun, oil cubes, floor heating and air conditioning.

I believe that many partners place orders because customers see these contrasting advertisements and have the desire to buy.

Some partners of Weishang Media have done a very good job in these two key points, which is worth our study.

To reduce the user's dislike of the advertisements in the circle of friends, it is necessary to combine the advertisements with life (relevant to the current task + contrast ratio).

(3) Interested things + sense of contrast

What are the things people are naturally interested in?

For example: beauty, sex (reproductive instinct), food, anecdotes, methods of success, etc...

When I saw the word "beauty", I was reminded of Weshang Media's product - Swiiny Slimming Milkshake Meal Replacement, which often uses pictures of beautiful women as a means of publicity.

If you just simply share pictures of beautiful women drinking milkshakes, it may not be easy for users to click and pay attention. Why?

Because there are quite a lot of pictures of beautiful women taking selfies in our WeChat Moments, in such a case, we must create a sense of contrast and use a contrasting method to make the pictures of beautiful women stand out.

Here's an example of how the Swiiny Slimming Shake uses beauty comparisons:

• 1. Ugly photos before weight loss vs. two different people after weight loss
• 2. The treatment of obese women VS the treatment of sexy beauties
• 3. Depressed fat woman VS happinesshappy beauty

Every time I see this kind of beauty comparison pictures shared by the partners of Wechat Media, because of the contrast, I can't help but click to see it, haha!

It can be seen that if a self-media person or a micro-business person wants to do WeChat marketing, share pictures to the circle of friends, and hope that users will pay attention to the things they are interested in, they must add pictures with a sense of contrast, so that the user's brain can easily click. Reaction.

Interesting things + contrast, can cause the user's brain to respond to pay attention to what we share.

(4) Associate pain points and then compare the benefits

One time in the middle of the night, I sent the shared content to the WeChat group of the Lin Yu Elite Team Special Training Camp. Not long after that, I saw a friend named "JAKE" who posted a screenshot of the Luzhou News website. News The title is "Power outages in Luzhou from April 4th to 5th".

Then, he found out that the wrong group was posted, and quickly retracted the picture, but the picture has already been seen by me, hahaha!

Why would he post such news screenshots?

Because this news is a "pain point related to oneself", it just happens to be a book, and it is one of the concerns of the brain that I want to talk about, "related to user pain points".

Since people only care about their own problems, we need to connect user pain points.

Also, the brain is often numb to similar information, but the brain is more sensitive to changes and contrasts.

Therefore, if we-media people and micro-businesses advertise on Moments, if they only say how good their product or service attributes are, but they do not relate to the pain points of users, and if they do not create contrasts, they are talking about themselves.

So, how to first associate user pain points, and then explain the benefits for comparison (contrast)?

(1) Here is an example of the advertising copy of the product of Weishang Media-Caibao Vegetable Washing Machine:

"Qingming small holiday, back from outing, I have nothing to stew, I haven't stewed for a long time.
I still use the vegetable baby to wash it. After 4 times of washing, there is still a little foam. What are you feeding the farmers? While harming others, you are also harming yourself!
But what do we do with the heaven?Hurry up and save yourself, Cai Baoba hurry up and use it!Otherwise, after 5 to 10 years, hormones and antibiotics will accumulate too much, causing serious illness and regretting.
That's too late! "

Analysis 1: Associate user pain points
"After 4 washes, there is still a little foam. What are you feeding the farmers? While you are harming others, you are also harming yourself!"
"Otherwise, after 5 to 10 years, hormones and antibiotics will accumulate too much, and it will be too late to regret a serious illness!"

Analysis 2: Comparison of benefits (contrast)
"Hurry up and save yourself, Baby Cai, hurry up and use it!"

(2) I said in a WeChat group:

"Wechat public account operation requires a set of ideological systems and theoretical models to guide, otherwise it is easy to take detours."

Then, someone took the initiative to add me as a friend in order to ask me about the operation of the WeChat public account.

Analysis 1: Associate user pain points
"Otherwise it's easy to take a detour"

Analysis 2: Comparison of benefits (contrast)
"WeChat official account operation requires a set of ideological systems and theoretical models to guide"

Associating user pain points + benefit comparison (contrast) is a common and easy-to-use method for advertorial & WeChat marketing.

(5) Tell emotional stories to resonate

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.

References (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.

"It's All About His Wisdom"

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 where he bought the eggs, Xiaohong's father said: I am a painter of Weshang Media. This product is one of ours. We have many high-quality products. Just like the massage shoes under my feet are also made 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):

"It's been half a year,
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.

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) Others are concerned about:Popular events, well-known brands.
• (2) Associate the current task:Reduce ad dislike and analyze what users are currently doing?
• (3) Things of interest:Beauty, sex (reproductive instinct), good food, anecdotes, methods of success…
• (4) Associated user pain points:Problems (pain points) you have encountered.
• (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 title copy of the ads that design 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