1. Metaphor association

Visual metaphors introduce reference objects and transform unknown products into known products, making it easier for consumers to understand quickly and deepen their memory. Trigger consumers' sense of involvement; for example, in the following set of copywriting, headphones are a metaphor for a wonderful music festival, highlighting that the excellent sound quality of headphones brings a pleasant experience; Ele.me APP is a metaphor for mothers, indicating that Ele.me's takeaways are as good as those made by mothers. eat.

One thing to note here is that one of the prerequisites for establishing metaphorical associations is depth and shallowness, that is, the metaphorical objects introduced are things that consumers are familiar with, rather than things that are more abstract or difficult to understand.

2. Action association

I mentioned in my previous article that excellent copywriting has a straight backbone, and this backbone is called a verb.

Compared with flashy adjectives or self-exciting superlatives, the use of verbs can make it easier for your copywriting to create a sense of picture, and it is also easier to stimulate consumers' desire to take the next step.

For example, the following set of copywriting: "put down", "go", "come", come again", and "dismantle". These verbs describe the functions and effects of the product, which can better arouse consumers' thoughts. The urge to use immediately

This is actually a supplement to the first point of "metaphorical association". Life association uses people, things and things that consumers are familiar with in their daily lives as references to allow consumers to form "metaphorical associations". "It turns out it's just the things around us", which reduces the difficulty for everyone to understand the product and penetrates into the minds of consumers.