Obviously, there are two results: you don't know when the lion comes, and it is eaten in the end; you can't see the prey, and you don't work hard to hunt it down, you can only watch other people enjoy a juicy dinner alone that night. Therefore, extreme attention to abnormal information is the premise for human beings to survive and reproduce, and it has been written in our genes at the bottom. So, if you want your copy to stand out from the crowd of information, so that consumers can cheer up and notice you in a state of information overload, you must provide abnormal information in the copy. For example, alipay's stuttering series of copywriting, n lines of the same word line up, attracted the attention of many people. The cheap weilong spicy tiao has made a high-quality advertisement in the apple style, forming a huge special email list contrast and bringing a surge of attention. (2) create interest - can my copywriting create users' buying interest? At this point, consumers have noticed you, what should you do? Clearly, guide consumers to the next step in the reaction process: raising interest. To achieve this goal, the most important way is to provide a very convincing reason, so as to arouse consumers' purchasing motivation. For example, the copy of guazi’s second-hand car “sells directly from individuals to individuals, and there is no middleman to make the difference”. This sentence is the best reason to use melon seeds. In fact, you will find that if the copywriting wants to complete the task of sales conversion, the arousing of motivation is an important premise, which can even become the criterion for distinguishing between good copywriting and bad copywriting.