How seductive is “anthropomorphic” copywriting?

Anthropomorphic advertising copy is no longer uncommon in brand promotion advertisements. Let’s take a look at how to effectively use anthropomorphic copy.

It is not difficult to find that many classic brand slogans and copywriting use visual texts, anthropomorphic rhetoric and a variety of expression techniques, which leave a deep impression on consumers and make the copywriting more recognizable.

There is no need to mention the brand. As long as the slogan comes out, I believe that people who have seen those advertisements can remember the brand/advertising images.

Look at me again, look at me again,

If you look at me again, I will drink you up;

See you tomorrow, Dabao.

Dabao sees you every day;

Every piece of tender meat,

We all loved a stove that knew how to control the fire;

Herbal essences, a lifetime of care,

Accompany you to watch the long flow of water;

Let curiosity no longer be alone;

With Red Bull,

Create your own miracle;

Everything is under control;

Rejoice is so confident;

Communication starts from the heart.

Even if you really can't remember which specific brand it is, I believe many people will feel that these copywritings are very familiar and have a sense of intimacy. In fact, it is because this set of copywriting uses anthropomorphic rhetoric, which establishes a strong connection between consumers and products, and makes the entire expression more vivid.

After reading so many anthropomorphic copywriting, how should marketers write anthropomorphic copywriting? We have summarized the writing methods of anthropomorphic copywriting, hoping to help you.

1. Determine the direction

After seeing this “determine the direction”, have you already had doubts? It has been determined that it is anthropomorphic copywriting, so what other direction can be determined?

In fact, there are many directions for anthropomorphic copywriting. Product anthropomorphism, such as the classic copywriting of Wangzai Milk, "Look again, I will drink you up", anthropomorphizes the product and turns milk into a person with emotions and consciousness;

The copywriting of Philips smart lock, "Let the guarded 'core' no longer hesitate", realizes product personification and makes the "smart lock" have rich emotions; brand marketing uses more product personification copywriting, which is more friendly and inspiring, and is more likely to drive sales.

Brand anthropomorphism, such as the failure of the herbal tea brand Jiaduobao in the "game" with Wanglaoji, a series of "Sorry" copywriting was deeply rooted in the hearts of the people.

The expression of personification is more about swapping the relationship between characters, allowing people to look at the problem from the other person's perspective. For example, Bestore once personified the action of consumers eating snacks, "letting the mouth travel", and people found the joy and excitement of eating snacks. No matter which personification rhetoric technique is used, it can increase the interactivity and appeal of the copy, making the entire expression of the brand more vivid and lively.

2. Give the copywriting characteristics

In fact, it is also to give the copy an emotion, such as happiness, depression, sadness, love, etc. Any expression has its own emotional tone. What kind of emotion is used to write the copy determines which group of people the copy can attract. More brand copywriting uses products or services as the protagonist/important role to show their own personality, emotions and values.

For example, a brand copywriting “Feel the fun of the new world” has a loving, appreciative and positive attitude towards life;

A certain mobile phone brand said, “All light needs time to be seen”, which is a contradiction of suppressed emotions and full of expectations;

The communication copy of a new liquor brand says, "What I want to say most is in my eyes, in the draft box, in my dreams, and in the wine." It doesn't say sadness, but every word expresses the oncoming feeling of depression and unpleasantness, which is hard to control and to calm down.

The copywriting of a certain biscuit goes "twist it, lick it, and soak it", and the product experience is full of childlike innocence and fun.

Obviously, emotional tone is a very important step in increasing the attractiveness and appeal of copywriting, and it is also an important factor in resonating and emotionally connecting with the target audience. You should write copy that suits the audience you want to sell the product to.

3. Storytelling

Once you have the direction and tone of the copy, you can fully incorporate storytelling into the expression of the copy to make the content more innovative and interesting.

Often, when we emphasize the practicality and functionality of a product or service, we need to give the copy an emotional value to create a deeper emotional connection with the audience. But how can we connect these elements together? Or we can use humor, exaggeration and other techniques based on personification to make the whole expression produce different chemical elements and infect the audience across time and space.

For example, the slogan of a certain TV program, "Let happiness spread its wings and watch dreams bloom in an instant", uses very visual content and exaggerated expressions to make the copy more memorable, and its concise and clear characteristics make the copy easier to spread.

4. Pay attention to the simplicity of the copy

After paying attention to the above characteristics, if the content can be kept short and concise, there is no need to worry about the spread of the copy.

It is an indisputable fact that attention is scarce. With the influence of many factors such as the pace of life and workplace competition, contemporary young people pay more attention to efficiency. Concise copywriting is easier to understand and remember, which conforms to the browsing, consumption and reading habits of contemporary young people, can realize the rapid and accurate transmission of information, and enhance the consumer experience.

For example, “Where there is a problem, there is an answer”, the copy is concise and powerful, and uses an optimistic and positive attitude to show the brand’s mission and the solutions to users’ problems, making the entire copy deeply rooted in people’s hearts.

The key to brand communication is to achieve "communication" with users, and the premise of communication is "attraction and precise reach". And anthropomorphic copywriting can make product/brand language more vivid and interesting, emotional and infectious, thus attracting consumers' attention. Let the copywriter contact users at zero distance, let consumers feel the warmth and affinity of the brand through the medium of copywriting, and then consumers will naturally have a greater sense of dependence on the brand.

Author: Mr. Bingfa WeChat public account: Marketing Bingfa