The core points of advanced copywriting:
Make users pay more attention → make it easier for users to understand → make users read more smoothly → make users remember more deeply → make users more excited.
1. Title and the beginning of the article
It often determines whether users will open your article and whether they will read it after opening your article.
Here is an example:
There was a pair of high school classmates who had a crush on each other but didn’t confess. It was an opportunity for them to meet in a coffee shop in Beijing and continue their relationship. …they lived happily ever after… what was your answer?
The traditional title view: love early, it is better to love just right.
New media headline view: How many people end up marrying their high school classmates.
Practice has shown that the second title is more attractive than the first, and the dramatic plot revealed in the title is often more attractive than the didactic conclusion.
Here are a few of the more commonly used headline types in the industry:
1. The suspenseful way arouses the curiosity of readers through the method of “holding the pipa half-covered”.
2. Create Contrast Use strong contrast to stimulate user response: light and dark, black and white, normal and abnormal, etc.
3. Relevant to me To narrow the distance with the reader, the most important point is to “relate to me”.
4. From the perspective of hotspots, hotspot events come with their own traffic, but we must also pay attention to avoid stereotypes. Finding the “eye-catching” entry point is critical.
Once you’ve decided on a title, you need to find a catchy beginning. People now receive messages by swiping with their fingers. It’s only a few seconds. They only stay at the beginning of the article for a few seconds. If your opening is not attractive enough, just quit and won’t click again. . At the beginning of an attractive reader, there are often several directions for reference:
Constructing suspense: creating suspense and attracting readers to read
Resonate: Take advantage of user pain points,
Resonate Build Trust: Build Authority and Gain Reader Trust
I think generating empathy is common: stating pain points is the easiest and most direct way to generate empathy.
For example, for a person looking for a job, his resume has been delivered to 30 companies, but he has not received an interview invitation. This is his pain point. You can give a similar example at the beginning so that users can unconsciously bring it into it and think about their own situation.
Constructing Authority: Authentic Experiences and Experiences
To achieve this, practice in the following ways:
1. Build your own material library Many people don’t pay attention to accumulation when looking for materials. In fact, this is a very unfavorable practice. Maybe some people realize it, but think it is a meaningless job. Good topic selection, good sentences, and copywriting materials can all be included in your material library, and you can use them in no time.
2. A good memory is not as good as a pen. If you have inspiration, you need to record it in time. Otherwise, when you look back and think about it, you suddenly pat your head “Hey, what did I think about?”, which is a waste of good inspiration.
3. Learning to imitate is the most important step in writing copywriting. Franklin took a year from writing a novice to becoming a columnist. He summed up such a method: find a reference article, and after reading it, summarize the key points of each paragraph into A piece of paper, including the core ideas and the cases mentioned by the author, then scrambled, and then reordered and output an article according to your own understanding and thinking; finally, compare the content you wrote with the original text, and think about why the author arranged the article in this way structure, and why this “vocabulary” and “syntax” is used. Repeatedly compare and add + create, practice an article 4–5 times until you write a satisfactory content. It may seem like a hassle, but this method is very exercise and if you can stick to it, it will make great progress.
