Creative thinking methods are often needed in e-commerce copywriting, including divergent thinking, convergent thinking, lateral thinking, reverse thinking and other creative thinking expansion methods. Through these methods, copywriters can expand their creative production capabilities and write creative copywriting that is clear and better integrated to attract more consumers’ attention and thus obtain greater benefits.

Divergent thinking and convergent thinking

Creative thinking methods are often manifested in two ways, one is divergent thinking and the other is convergent thinking. This is a common skill for creativity and thinking, and it is also the main sign of assessing creativity.

1. Divergent thinking

Divergent thinking is also called diffuse thinking and radiant thinking. It refers to the thinking process of creating and solving problems, starting from the existing information, expanding in all directions as much as possible, not being constrained by known or existing ways, methods, rules and categories, and from this diffusion, radiation and seeking different thinking, a variety of different solutions are obtained, and various new ideas, answers or methods are derived.

Divergent thinking requires sufficient imagination. Take the paper clip as an example to start your imagination. Generally speaking, starting from its function, you will think of binding book pages, using it as a pin to pin clothes, and using divergent thinking to start your association. It can also be used as a mobile phone holder, key chain, temporary fish hook, pinned between two zippers to prevent cracking, hanging calendars, hanging curtains, clotheslines, twisted into a heart shape as a decoration, etc.; you can also imagine from its material, processing it into a spring, adding sulfuric acid to make gas, etc. Using this thinking method can enrich the cultural connotation of the product itself, give copywriters more room for choice, and make the copywriting content richer and more attractive.

2. Aggregate thinking

Aggregate thinking is also called seeking common thinking, concentrated thinking, convergent thinking and convergent thinking. It refers to a directional and orderly way of thinking that generates logical conclusions from known information and seeks the correct answer from existing data. It is the opposite of divergent thinking. It is a way of thinking that seeks common ground in differences and from the outside to the inside.

Aggregate thinking is to find the key points in a lot of information and then prescribe the right medicine. It can also be said to be the grasp of the core selling points. Take shampoo as an example. There are shampoos that can remove dandruff and relieve itching for dandruff and itching, shampoos that can smooth and moisturize dry hair, and shampoos that can remove oil and grease for oily hair. But it does not mean that shampoos with anti-itching function do not have the function of moisturizing, nourishing and purifying hair. They just choose the most suitable and targeted function from many functions. This is the embodiment of aggregate thinking, that is, selecting the most critical and effective information from the information to achieve the purpose of hitting the target with one shot. For example, the copy of the shampoo launched by Rejoice for oily hair is “clean and refreshing, not greasy, silicone-free and not dry”. Although the content of the advertisement involves the fragrance of the shampoo, it is only mentioned in passing. It can be seen that its selling point focuses on the “clean and refreshing” effect of treating greasiness.