A Two-Axis Copywriting Method for Creating a Product Worldview
I am Ishi, an emotional design marketer. Today, I will talk a bit more about copywriting.
There is an essential element in emotional design. That is the main copy.
To give an easy-to-understand example, there is RIZAP's "Commit to results." With just these few words, RIZAP grew explosively.
Main copy is like the face of a person. If this is unattractive, no matter how good the content is, customers will not turn their heads.
So, how do you create it? I believe you should think about it from two axes.
Axis 1: Customer Axis
The first thing to ask is, "Is this a phrase the customer is looking for?"
To delve a little deeper into this, there are two layers to language: concrete and abstract.
Concrete language is easy to visualize. If you say, "Lose 5kg in 3 months," anyone can picture it. However, the range of people it resonates with becomes narrower.
Abstract language has dreams. When told, "Become your ideal self," each person who receives the message can project their own dreams onto it. However, it can also be vague and difficult to visualize.
How you use these two is the key to main copy.
As one way of thinking, you should change the granularity depending on whether the customer is seeking real change or seeking a dream. While it is a bit of an extreme view, it is said that men tend toward reality and women toward dreams. Please try adjusting the balance between concrete and abstract according to your target's orientation.
Axis 2: Legal Axis
The other axis is a more practical matter. It is the legal perspective of "How much can I say as an advertisement?"
Generally, the more concrete the copy becomes, the easier it is to run afoul of laws such as the Pharmaceutical and Medical Device Act or the Act against Unjustifiable Premiums and Misleading Representations. Assertions like "cures XX" or "definitely lose weight" are easily subject to regulation because they are concrete.
That is why, for parts that might touch on legal issues, it is necessary to partially increase the level of abstraction, or soften the language.
While creating words that resonate with customers, you must also be conscious of legal boundaries. By always keeping these two axes in mind, you can create main copy that is both aggressive and safe.
In summary, it is like this:
Axis | Question | Point | Customer Axis | Is it a phrase the customer seeks? | Adjust the balance of concrete and abstract to the target | Legal Axis | Is it okay as an advertisement? | Do not lean too much toward concrete, and adjust the expression to be softer
By carefully considering these two axes, you will complete a main copy that is easy to resonate with customers.
Please try creating a dashing main copy.
Once the face is well-defined, the product's worldview will immediately come to life.
#Copywriting #Marketing #MainCopy #EmotionalDesign #AdDesign #LPProduction