What is pain point copywriting? How to write? About pain point copywriting

I feel that the so-called pain point copywriting means that it can grasp the core needs of people, can grasp the purchase psychology of consumers, and hit it with a poke, so that people can buy it as soon as they see it. If you want to write it, take one of my clients as an example.

I am responsible for the operation of the catering business, I have a business called Niu Busy Chuanxiang, in the Baiziwan store, basically this store is in full swing in Beijing, his skewers are quite popular, turnover.

It's very high. The reason is that his copywriting is very good, which is basically a pain point copywriting, which can directly grasp the needs and psychology of consumers.

His copywriter caters to the situation that today's social life and work are particularly stressful, and he writes some words that are more consistent with the theme of the store and can effectively relieve pressure on consumers. Make consumers very interested in his menu and linger at his store.

For example, the menu in his store is very unique, all of which are called the kind of chicken soup pot bottom, small potatoes that died young, quail eggs that die of affection, all kinds of tangled mille-feuille belly, and fresh hairy belly that can only last 9 seconds.

The copywriting of the menu is very novel and unique, which can arouse the needs and purchase desires of consumers and poke at the pain points.

The in-store environment of his home.

It's even more novel and interesting, and it's also more busy, which makes people can't help but laugh at all.

So I personally feel that if you want to write a pain point copy, you must first analyze the needs and interests of consumers, and then combine it with the entire environment of modern society to conduct a comprehensive analysis, and combine it with the needs of consumers before you can write it.

Pain point copywriting is not difficult to write, it just requires your own patience, carefulness and flexible mind.

When it comes to pain point copywriting, then I first want to mention excellent copywriting, an excellent copywriting, in addition to its more creative, its biggest purpose is to bring huge benefits to the product, which is the fundamental purpose. Pain point copywriting is to grasp the hearts and inner needs of consumers, use pain points to resonate, and then promote consumption. Pain point copywriting, the first thing you have to do is to figure out the user's pain points.

For example, let me give an example, of course, if it's not good, I'll apologize for myself and for you.

If this is about a pack of instant noodles, instant noodles are ordinary. We eat it almost often, so how to express a very ordinary instant noodle in the form of copywriting. Then the steps we think about should be like this.

1 The group with the largest number of instant noodle customers is generally that group of people, students, office workers, and migrant workers.

2. What affects the sales of instant noodles is nothing more than the unhealthy factor of instant noodles.

3. The difference between instant noodles and this instant noodles should also be brought forward, but you can't be too exaggerated, so you will deceive consumers.

4. Understand the product features, understand the consumer demand, and understand the customer's heart, then we can write a copy that pokes at people's pain points.

Every day on the road, how long has it been since you came home, and you haven't eaten the noodles made by your mother. "

The group of people who used to invite me to instant noodles hadn't met in a long time. "

You drank the soup and left me noodles, and now I am drinking soup and the noodles are left for you, but you are gone. "

Would you like to fall in love with me, would you like to accompany me to a bowl of instant noodles"

I've been away for so long, and it turns out that you've been with me the longest. "

Everyone knows that it is easier to have a transaction if you write a pain point copy. So what exactly is pain point copywriting?

The pain points I thought before:

Skincare customer pain points hand respect:

1.Not good without self-confidence.

2.became a yellow-faced woman, and the old potato boy disliked it.

3.Affect children's self-confidence.

4.**Not good, no matter how beautiful the clothes are, they don't look good.

5.Looking for a job, ** poor, bad image, failed the interview.

6.It's hard to find a boyfriend if you're unmarried.

7.**Allergies, itching, redness and swelling, can't go out.

8.There are pigmented spots and the face looks dirty and ugly.

9.Blindly follow the trend and will not choose products.

10.I wash my face every day, but I don't know what is the right facial cleanser for me.

Pain point copywriting after learning:

1.Class reunion, ridiculed for being 10 years old, used to be a class flower, and now a "yellow" flower.

2.When I met my classmates on the street, I was embarrassed to say hello, but others were still as young and beautiful as before, but because of giving birth to a child, I had spots and became a yellow-faced woman.

3.Girlfriends go to the street to buy clothes, the same clothes, girlfriends wear like models, and they dress like aunts.

4.The relationship with her husband is getting colder and colder, and her husband is reluctant to take a second look.

5.When sending children to school, children are not allowed to be sent to the school gate, for fear that other children will see it and laugh at their mother's old-fashionedness.

6.The child never lets you attend his parent-teacher conferences, every time Daddy goes, 7Take your child to the street and be called a child's grandmother by others.

8.I had the opportunity to be promoted to department management, but because I had a bad image and a pimple on my face, I was replaced by another colleague with average ability and a good image.

9.When you are looking for a boyfriend on a blind date, the other party sees you with acne from a distance, and you don't say hello to Wang, so you turn around and leave, causing you to wait all afternoon but don't know.

This is learning, learning and not learning, there will be a completely different effect, do you feel it?

Technique 1: Use powerful words that will stab you in the heart like a knife and make an impression.

Just like "Nongfu Spring is a little sweet", "Afraid of fire, drink Wang Laoji", "Good air conditioning, made by Gree", etc., these copywriting are short and powerful, which can best capture the hearts of customers, so that customers will naturally think of your products when they have needs.

Skill 2 hits the customer's psychological pain point, only by grasping the pain point, can we continue to use language to amplify emotions, make customers have strong emotional resonance, feel the unreasonableness of their current status quo, and promote the next change.

Marketing expert Li Zhaomeng summarized 11 pain points and shared them with you:

1.Compensate ourselves: After putting in the hard work, we often want to be kind to ourselves and compensate ourselves.

2.Compensate others: Others have given too much for themselves and want to compensate others.

3.Backward psychology: unwilling to be left behind and change behavior.

4.Superiority Psychology: Makes me feel superior to others and can be worth showing off.

5.Merit-based psychology: I will choose which of the two choices is more beneficial to me.

6.Learned from experience: Don't repeat the same failures or setbacks, make advantageous choices now.

7.Ideal identity: I want to be what you say I am.

8.Avoidance of identity: Not wanting to be seen as the kind of person you don't want to be.

9.Completion psychology: You can't let your previous efforts go to waste just because you're almost there.

10.Dilemma: I want both, and if I can get both, it's perfect.

11.Consistency psychology: My ideas and behaviors have always been consistent.

I don't know if you have seen the advertisement of Jingdong Xiaojinku, it uses the psychology of "compensating yourself".

First of all, it psychologically agrees with the user's hard work, and sends a signal to the user, "I understand your efforts, I can share it for you", the subtext is to use Jingdong small treasury currency**, so that your way forward is easier.

Technique 3: Let the other party have "why" in their hearts, curiosity is human nature, when everyone hears something contrary to common sense, they will instinctively have a "why" question, in order to figure out this question, they will want to continue to read, and this may be how to get to the bottom of the question.

You can think about it, when you encounter titles such as "Don't disinfect the wound", "Why can't you aim for the first place", "Why don't aliens come to Earth", do you can't help but want to click in**After all, this is a typical copywriting point that relies on psychology to win attention.