4 Mar / 2017

Why do you write the copy does not go

is also a text, why people can go to go to the kidney, and you can only effect the dismal


today, from the user to understand the mechanism of the beginning of the text, so you thoroughly understand the difference between the.

graphical user processing process

after receiving the information, the brain will go through what kind of process?


people’s eyes to see the information, will pass the message to the brain, the brain is not directly to the information stored in memory or wholly intact to decide, but after the brain processing, finally get a feeling, this feeling and began to see the information is not the same.


For example, when people see the text "

XX headset, extraordinary sound", the brain will not immediately write down these 8 words, but through its past cognition, understanding, into a kind of feeling, this feeling may be:

, "you said you were amazing."

"I haven’t heard about this."

"what is


"what? What did you say?" (


different users will have different feelings, but it is certain that, must not be "XX headphones, extraordinary sound quality", and the probability is the last impression of what kind of impression.

this is a typical representative of the Swiss do not copy, no user watching what impression, not what mood, not remember your brand, won’t produce any action (buy / download / attention / forwarding).

why such a text, in the end will leave such feelings?

this is related to the mechanism by which the brain processes information.

since the feelings are dealt with, we are going to look into the brain’s processing of information.

understand some of the principles of computer know that in a simplified computer model, the input signal will be processed by the CPU, after processing to get the information needed.

is similar, there are some areas of the brain, is responsible for the information processing into feelings, we give it a name called "decoder".


What is the use of

to know how to deal with this model?

first of all, after seeing this message processing model, you can see the first truth is:

to the user’s information is not equal to the user’s feelings

because of this process, there is a conversion process. Not what you write, the user will feel the same.