Don't talk to me about copywriting, I lost to the B station up master again

Are the copywritings in the "weed-pulling" area of ​​​​Bilibili going viral? Compared with the "weed-pulling" area, what are the copywriting highlights worth innovating? The author of this article first shows the copywriting characteristics of B-station UP masters by comparing several copywritings. He also explains the methodology of copywriting going viral from the perspectives of scene insight, content and plot, and rhetoric. It is recommended for those who are interested in copywriting planning and copywriting marketing.

I was recently attracted by a UP master in the "Pulling Grass" area of ​​​​Bilibili. "Pulling grass" is the opposite of "planting grass", which means to advise you not to buy. But I bought it after watching it for a while, because she would recommend something from time to time, and the copywriting of that recommendation was so well written.

I can only say to my WeChat wallet: Don’t blame my brother for not being a human being, just blame the copywriting for being too charming~

For example, this sentence:

The refrigerator should be like a hole dug by a wolf in winter. It looks unremarkable, but once it is opened, it is filled with cattle and sheep for the entire autumn.

B station up master "Carmen Kaka"

For the sake of show effect, I will compare the copy I wrote (using ChatGPT) with the copy written by the up master:

Kitchen storage rack

⊙The copy I wrote (using ChatGPT):

In a busy kitchen, do you feel frustrated because there is not enough storage space, because your kitchen is always messy, now, let me introduce you to our kitchen storage steel rack, which will bring ease and convenience to your kitchen life.

It is made of high-quality steel, sturdy and durable. You can place pots, pans, seasoning bottles, cups, tableware, etc. on the steel rack, which can maximize the use of your kitchen space and make you convenient every day.

⊙ Copy written by the up master:

It is straight and straight, with four layers of partitions that support the sky of family storage. This height allows you to put pots freely. As long as it can fit into the kitchen door, it can be stuffed in. It can be equipped with a few baskets to store vegetables and a few large baskets to place dishes. Who wouldn't call it "big brother" in front of those plastic racks that fall down at the touch?

It has a bit of a gangster vibe to it, and it's hard for me to find the right adjective to describe it, but once you stand in front of it you'll understand that no storage rack is stronger, more durable, and easier to wash than stainless steel.

Young friends can save themselves 40 years of detours by buying this thing. A good one costs over 200 yuan. Its main drawback is that it is ugly. Because it is too sturdy, you cannot truly own it and can only preserve it for your descendants.

Result: Up Master wins

First blood!

Salt control tank

⊙The copy I wrote (using ChatGPT):

Use our metered salt shaker to accurately mix salt. No more worrying about whether to sprinkle too much or too little, and no more guessing the amount of salt. The metered salt shaker makes you more confident when cooking and makes every bite of your meal healthier and more delicious!

⊙ Copy written by the up master:

The newly launched salt control bottle refreshed my cognition. A low-tech product with simple functions and sold for 12.8 yuan actually has to wait for pre-sale. Yiwu has never made me suffer such hardships in my life. I thought it was invented by Steve Jobs.

It is very practical for novices who cannot control the saltiness and for elders who are used to sprinkling salt lavishly. One click means 0.5 grams, which is a safe range where the amount of salt in a dish will not be outrageous.

The upgraded version has an exciting design: dispersed salt sprinkling. In the past, salt was spread out in a spoonful, and whatever was put on the food was salty. Now, the salt grains are spread out in an arc, lightly and thinly covering the food. How evenly is it spread? The last time you saw such even sprinkling was the Sunshine Award at the company's annual meeting. Do you have an annual meeting this year?

Result: Up Master wins

Double kill!

Instant water purifier

⊙The copy I wrote (using ChatGPT):

Now, you can easily solve the drinking water problem at home. The kitchen instant water purifier uses advanced heating technology, which can heat water to the required temperature in just a few seconds. It heats quickly, does not take up space, and has intelligent temperature control, allowing you to easily meet your family's water needs and enjoy a healthy and convenient life.

⊙ Copy written by the up master:

In today's society, even listening to "Compendium of Materia Medica" has to be done at double speed. What kind of housework is worth doing? The old-fashioned water purifier is so slow that it makes people confused. You wait by the side and watch the trickle. Do you think it is the snow on the plum blossoms and the dew on the lotus leaves?

I hope the water purifier can figure out what a small kitchen really needs: an empty countertop, nothing else except the faucet, it can be heated directly, the water can be adjusted to the same temperature, the filter element is very strong, the water can be safely drunk whether it is boiled or not, and the water output is large, so washing vegetables does not require filling it like a swimming pool.

Most water purifiers that meet these conditions cost 7,000 to 8,000 yuan, but this domestic brand has reduced the price to half...

Result: Up Master wins

Triple kill!

Hair dryer

⊙The copy I wrote (using ChatGPT):

Our hair dryers use advanced pneumatic technology to provide excellent wind power and drying speed, even for thick hair. Whether you are going out in the morning or returning home at night, it can provide you with a quick and comfortable drying experience.

⊙ Copy written by the up master:

How can a mother of a newborn have long hair? Unless her hair can stand up and wash dishes and mop the floor. Now my child can stand up to blow my hair. Domestic hair dryers have finally become powerful. They have strong wind power and can dry shoulder-length hair in two minutes. They feel light and feel like a gust of wind in your hand. The intelligent temperature control blows towards the scalp without overheating. When you push the switch, you can even feel the recoil, like the vent lifting Monroe's skirt, blowing even a sturdy woman like me out of the wind.

Until now, I still don’t think that blow-drying hair is a pleasurable thing. I just hope that this boring time will pass faster, so that sleepy office workers will have the courage to wash their hair in the morning, and mothers who like long hair can keep their hair long without having to cut it off for excuses. A good hair dryer can make life seem less stretched, and pull you out of a fixed personality. In addition to being a mother, I am also myself.

Result: Up Master wins

Quadra kill!

Mattress Lifter

⊙The copy I wrote (using ChatGPT):

Do you find it annoying to lift up the mattress every time you change the sheets? Now with our mattress lifter, this problem is solved!

A mattress lift is a very useful household item that raises your mattress a few inches off the bed frame, making it easier for you to change your sheets.

⊙ Copy written by the up master:

Many people don't want to change their sheets because the mattress is too heavy. When you move it, you can't help but wonder, is this the 30-year mortgage that's weighing me down? Our mattress is particularly thick, and every time I climb on it, I feel like I'm ascending a throne.

Use this plastic insert to roughly poke under the mattress, and it will be pushed up a few inches, like Moses parting the Red Sea and a blade prying open an oyster. The pointed end serves as a substitute for a human hand, specifically designed to tame gaps that hands cannot reach, so that your fingers will not be pressed red.

The biggest problem is that it is not as labor-saving as I thought. The shelf can only support the small area above the head. To expose the entire edge, you need to plug in two or three. Is this making the bed or pulling the scaffolding? The moment I pulled it out, I tightened the sheet, and it suddenly deflated.

5 yuan each, it hurts a lot.

Result: Up Master wins

Penta kill!

After reading it, you will feel that the copy written by the up master and the copy written by me (using ChatGPT) have basically the same meaning, but the experience they give is very different.

Reading what I wrote, I felt like listening to a leader in a meeting or listening to feedback from the client. The logic is all correct, but I just want him to finish quickly because it’s really tiring to listen to.

Reading what the up-loader writes makes people listen to it. The advantages she mentioned are exactly what you care about, and the inconveniences she listed are similar experiences you have had.

The key is that it is not boring at all. In addition to seeing new and interesting things, it also has an extra layer of emotional value that makes people feel happy.

After thinking about it carefully for a long time, what is the root cause of the gap?

I think there are probably several aspects:

The copywriting I wrote (using ChatGPT) has scenarios, but the insights are superficial. When introducing specific functions, I just describe them in a straightforward manner. What haven't modern people seen? It's just those few functions, what does it have to do with me?

The up master's copywriting is full of thorough insights into life. When introducing the functions, he knows how to use various techniques and rhetoric to make the same selling point more powerful, enough to pierce the thick shell and make you feel: It turns out that I really need this thing.

In addition, if it is all dry goods, it will be boring. No one wants to be taught how to do things after browsing Bilibili. So in order to make you patient to finish reading, the up-host will add some jokes from time to time, just like listening to a talk show, so that people can finish reading in a comfortable mood and take in all the dry goods.

So with these thoughts in mind, I watched the up master's video again and found some patterns.

01 Scenario Insights: Second-hand experience will never produce first-class copywriting

Why copywriters must experience more life, even if this is somewhat inconsistent with the reality that copywriters have to work overtime every day.

The copywriting must come from life experience. Of course, we can look for references and check materials, but that is the only way. Second-hand experience will never produce first-class copywriting.

The up-loader's writings are all from the perspective of personal use. Every detail is life, and every paragraph has a scene. Even if you only listen to the video but don't watch it, your mind will be full of images.

For example, the following texts:

⊙Floor scrubber:

The vacuum system operates independently, and the garbage goes to its own place. When your child finishes eating pomegranates and grapefruits, you don't have to crawl under the table to pick up the crushed pulp. When you take a shower in the bathroom, you don't have to pick up the hair on the tiles one by one. When you cook in the kitchen, you don't have to use wet wipes to wipe away the food residue. You buy a floor scrubber, but you get human dignity.

⊙Magnetic knife holder:

Hanging the knives there looks like a crime scene, but I really like it. It doesn't take up much space, and any space can be ventilated in all directions. It's easy to see the knives when you pick them up or hang them up. The most important thing is that it meets my requirements for storage items: it has no sense of existence, but it supports something that is four or five times bigger than itself. Do you understand this feeling? Some storage boxes are built like a palace, and they are full with four eggs.

⊙Silicone shovel:

The end of the universe of non-stick pans is still the silicone spatula. Plastic spatulas are always unsafe to use at high temperatures. I have burned several of them in the pot. Wooden spatulas are not easy to dry in the south and cannot be put into the dishwasher. They will crack and mold after long-term use. A good silicone spatula is more resistant to high temperatures than a plastic spatula and is safer after heating. There are no seams or screws on the whole body, and it can be cleaned with a rinse. Its disadvantage is that it is expensive. The one I have at home costs sixty or seventy yuan. You can just buy a regular and durable brand. When you get it, pretend to turn it over in the pot to see if you can adapt to its hardness and feel.

02 Rhetoric is full of imagination - use the charm of rhetoric to maximize the tension of language

Is the rhetoric of a copywriting important? If you have extraordinary insight, then one point of view can carry the whole audience. If not, how can you express something new about a truth that has been said a thousand times by others? The only way is to rely on the rhetoric of language.

Commonly used rhetorical devices include contrast, metaphor, exaggeration and so on.

The up-loader's copywriting often uses a contrast to convince you, a metaphor to make you suddenly enlightened, and an exaggeration to make you marvel.

For example, the following texts:

⊙Comparison: New floor scrubber VS old floor scrubber

It is also important whether the floor scrubber can be attached to the edge. The roller brush of the old floor scrubber is embedded in the middle. Once pushed out, it is separated from the skirting by mountains, rivers, lakes and seas. The side of the current floor scrubber is finally thin enough. There is only a layer of plastic sheet between the bristles and the wall, and it is attached to the edge on both sides. Millet and mung beans are scattered in the corner, and no matter what angle you push it, it will not leak a drop.

⊙Exaggeration: Multifunctional spoon

I am often amazed by the many ways small kitchen utensils can be used. Even if Optimus Prime were to become a spoon in Shanghai, it wouldn't have so many functions. This spoon can grind ginger and garlic, crush food, separate egg yolks, whisk, and be a colander. If you have seen the multifunctional cutting board I posted, you will think that the two are a perfect match. If you don't bring it with you on your escape, you will have to go back to get it when you get to the high-speed rail station.

Metaphor: quilt warmer

Have you ever tried to slowly enter the hot spring pool on a snowy day, with the warm current flowing from all around, gently wrapping you up. An adult weighing more than 100 pounds is as small as a fruit core in the universe. For people like me who can never keep their feet warm when sleeping, you can blow it on your feet, which will have the same effect as putting it on the belly of the person next to you. But if you use an electric blanket, it's fine, don't force yourself to buy it. They are like business class and economy class, and you can go anywhere. The expensive seats are to make you more comfortable for these two hours.

03 There is both substance and stalk - Happiness is priceless, it can be exchanged for everything

Never underestimate the role of emotional value. Lin Guizhi once said: Copywriting will be useful if it is interesting.

Modern people are generally unhappy. Happiness is too difficult. If someone gives me a minute of happiness, I would be happy to provide him with something, whether it is attention, likes or orders.

In the book "Influence", the author lists seven tools to manipulate people's hearts, and "reciprocity" ranks second. Simply put, if I give you what you need, you will definitely repay me. In fact, it is what the Chinese call "reciprocity", and it is also what we often say "don't like to owe favors to others."

The up-loader's copy is informative and interesting, so the audience is willing to pay for her, no matter how long they watch, whether they click three times with one click, or support her recommendations.

For example, the following texts:

⊙Ice Maker:

The ice maker is the highlight of the small appliances I have come across this year. It has great ornamental value and if it is not unplugged, my son will be able to see it go to college.

⊙ Wall breaking machine:

Noise is an eternal problem for blenders. Once you close the kitchen door, take the elevator downstairs, and walk to the entrance of the community, you can no longer hear the noise.

⊙Invisible clothes drying rack:

It consists of two folding metal frames and a pole. It is very flexible and can be posted anywhere you want. It has strong load-bearing capacity. If the space is large enough, a 40-meter-long Yanyue knife can be used to dry it.

ChatGPT is coming on strong, and many copywriters are nervous. However, the enemy of copywriters is never the machine, but their own self-satisfied self. The difference between copywriters is far greater than the difference between copywriters and ChatGPT.

Only by constantly honing yourself and recharging your spiritual energy can you have the confidence to continue as a copywriter.

Otherwise, a video uploader can also steal the job of a copywriter.

Author: kuang13

Source: Free shipping for copywriting (ID: kol100).