Empty umbrella theory of brand copy

How to make the story more exciting? There is a Japanese master’s theory, called the empty umbrella. In fact, I forgot who he is, but in the past few years, wrote hundreds of articles, the accumulated experience is almost on it.

What are the three of the first dismantling of the empty umbrella:

Null = the environment, is not to change the facts of the situation.

Rain = the observation that we have made on the “empty”, that is, the condition of the environment, or the possible changes.

The decision made by the umbrella = “rain” is the way to solve the “rain”, the final result of the event.

The master mentioned the empty umbrella, the effect is that, if there are several directors in terms of these three things, everyone’s interpretation of the method will be different. BBS once had an article to ridicule the director of Ang Lee’s “juvenile PI” is very interesting, he said:

Juvenile PI if you let Zhang Yimou to shoot, will be an arrow like rain.

Young PI if Michael Bay to shoot, the ship will explode.

Young PI if Wong Kar Wai shot, will take 10 years, the actor just one after three generations of characters.

Juvenile PI if you let Wei Desheng to shoot, there will be a rainbow on the sea.

Young PI if FTV to shoot, the tiger said: “PI, I” m your father, will take 100 sets

Pull away to get back to business. The effect is that the story everyone will say, clever each have different, but the empty umbrella is a very easy to learn, but also the most often ignored by the novice writing skills.

Below, is our common home style dialogue, in fact, has completed the “empty umbrella” structure:

1 “the sky is cloudy as if it is going to rain, or take an umbrella to go out. ”

If we had lost one of the empty umbrellas, it would have been incomplete, for example, that some people would like to save:

2 “it looks like it’s going to rain. ”

Although this sentence is also heard, but also to remind the umbrella of the meaning, but it will make people produce a trace of doubt, for example, it is going to rain? Really? Why is it? “Or” it’s a high probability of rain? Take an umbrella? Or not? ”

Assuming that the sky overcast is A point, with an umbrella to go out is the B point, in fact, we have a variety of methods can be said, “from A to B” story.

Usually, we present the “umbrella” is the product of the decision-making process can enrich the whole sentence, for example:

3 – the sky overcast as if it is going to rain, I opened the APP to see the weather forecast, but still not sure. But I think, or take an umbrella to go out. ”

If you want to highlight the “umbrella” is the result of “self thinking and self talk”, you can also modify the sentence into this:

4 – sky overcast. Don’t know it’s going to rain? I opened the APP to look at the weather forecast, but it wasn’t sure. Recently the weather is not very stable, or take an umbrella to go out.

Or, with the emphasis on the possible consequences of not carrying an umbrella.

5 – the sky overcast, I opened the APP to view the weather forecast, but not sure. I think, or take an umbrella to go out. Often stay up late recently, I can’t risk a cold rain.

Or, by adding another character, there’s a story that’s about to happen:

6 – the sky is cloudy as if it is going to rain, is it going to rain? I opened the APP to look at the weather forecast, but it wasn’t sure. But I think yesterday by the rain, and was caught a awkward appearance, or take an umbrella.

After this 4.5.6. A few paragraphs, we on the “umbrella” do value description, that is, to bring the umbrella will have why good, or didn’t bring an umbrella to harm, as an example of this in three ways, most of the time, we will only to describe “to take an umbrella” or “forgot the umbrella” this kind of action itself, however, if slightly spend a few words, write action may bring the effect will be more story tension.

From A to B, how kind of writing? I think there are about 137 thousand and 921 kinds of it. (this sentence is actually value in order to enhance the dramatic XD) umbrella this thing and not geared Cadogan words can be added to tension of the story, but to see the writers (writer) through the words and pictures, let the audience feel why, to stand in the position of the audience think. Sometimes, really very difficult, requires a lot of practice, because, well done, is the icing on the cake, do not, it is superfluous.

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I have to help a station to edit the manuscript, e-commerce companies interviewed an organic agricultural products, he wrote:

“Before – because more and more food safety problems, the public’s concern about organic products is also increasing. ”

In fact, this sentence has an empty umbrella, the three are finished. However, it would be more convincing to describe the way in which the public is concerned about the value of organic goods (umbrella). I suggest that he adjusted as follows:

“After – because more and more food safety problems, the public’s concern about organic products is also increasing. People who have the ability to spend, began to spend money to buy high priced, but peace of mind, no pesticide organic agricultural products. ”

Public concern about the degree of organic goods increased, not the same as the general public will buy organic products, so for this group of people with a range of lock and behavior lock, it is particularly important.

And another section mentions:

Before – this site at any time to provide 50 kinds of vegetables and 40 kinds of meat, a variety of species, but also with the seasonal changes. ”

And the empty umbrellas are all done. I found that although it has described the characteristics of the store, but it seems that the same as the focus of the same. Therefore, it is recommended that the editor, and then to help a variety of rich, with the production of seasonal change, plus a little value description, and try to do with other store channels.

Then he changed to:

After – this site at any time to provide 50 kinds of vegetables and 40 kinds of meat, a variety of species, but also with the seasonal changes. Although not comparable to the large amount of hotels, however, has long been better than most of the chain store. ”

At this time because of the “comparative objects”, consumers in the minds of this site has a clear value orientation.

Try to read Before and After these two words, the difference in where?

Before:

Because no one wants to eat the same thing every day, so let the product line is more complete, is the establishment has been the same goal. The sale of agricultural products company, with single volume (deed) to encourage farmers to plant health and safety investment, also let farmers do not have to worry about sales. On the other hand, more and more farmers join will make more and more types of products, consumers have more choices

After:

Because no one wants to eat the same thing every day, so let the product line is more complete, is the establishment has been the same goal. The future, with the number of goods and selling more and more, they are bound to invest more effort to ensure variety, but also take into account the every product quality and safety.

The sale of agricultural products company, with single volume (deed) to encourage farmers to plant health and safety investment, also let farmers do not have to worry about sales. On the other hand, more and more farmers join will make more and more types of products, consumers have more choices. This proves excellent enterprise spirit, is constantly generating positive cycle.

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Try to read the Before and After of the two section of advertising copy, differences in where?

Before:

80% after consumers have used the company’s production of the umbrella is very satisfied.

After:

80% consumers have been used, they feel that the company’s umbrella is very well received, lightweight and durable, it is suitable for commuters working girls.

I believe that you have felt the empty umbrella, Before text, talk about the empty umbrella. Describe each of the things that should have been told. After text, in addition to the empty umbrella, but also add a description of the value of the umbrella, you can create the story of tension, or to highlight the benefits of the product.

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