23/07/2026
A BOWL OF INSTANT NOODLES WHEN YOU'RE HUNGRY
The mistake most copywriters make is rushing to describe the product too soon, without first establishing a context that allows the customer to visualize the experience.
Just imagine: an ordinary pack of instant noodles costs only 5,000 VND. But late at night, with your stomach growling and your fingers trembling as you prepare a steaming, aromatic bowl, that noodle pack is no longer worth a mere 5,000 VND, it becomes the greatest comfort food in the world.
The same applies to your product. If you can place it in the right context tapping into the specific emotional moment or the exact problem the customer is facing, they will exclaim: "Wow, this was made just for me!"
But how do you instantly place the customer in that specific context within just the first few lines? How do you pinpoint that "golden moment" when your product becomes truly invaluable?
On page 190 of the book *Quảng Cáo Không Nói Láo*, the author recounts a fascinating ethnographic study involving living alongside consumers, conducted by Ms. Võ Như Ái (Research Director at GCOMM).
The study revealed a surprising insight into how young consumers use carbonated soft drinks: as a way to treat themselves and lift their spirits when feeling lonely at home, even though they know such drinks aren't healthy.
Every product has its own moment to shine. The question is: have you learned how to dig into the context to discover the "midnight instant noodle" moment for your own product?
Turn to page 190 of *Quảng Cáo Không Nói Láo* right now to read the full story and learn how to hit the exact spot that resonates with your customers!
