In fact, I am not very good at writing articles. My writing lacks logic and is not clearly organized. But despite this, I still wrote some popular articles, both big and small. I tend to study the characteristics of the platform and user psychology.

1. Know the platform where your copy is delivered

It is generally accepted that a WeChat public account article with more than 100,000 views can be considered a hit. Obviously, whether an article is popular or not depends on how many readers it has. However, what I want to say is, does a read volume of 100,000+ really make it a hit? It depends more on the platform where it is delivered.

This point must be taken seriously. Whether you are placing ads on WeChat public accounts or on Toutiao , you need to understand the characteristics of this platform before placing them. You need to summarize the presentation characteristics of the content on this platform, whether it is a relatively objective and rigorous discussion or a slightly clickbaity title . All these require you to observe more on the platform and grasp the degree. Through these contents, you can grasp the users behind the content, grasp their pain points, and meet their needs.

For example, most of the users on Toutiao are from third- and fourth-tier cities, with the largest proportion being users from Jiangsu and Guangdong. When you write content, do you need output that is easy to understand? It’s best to use plain language. This makes it easy for them to understand, and a moderate title can easily arouse their curiosity.

2. Title is important

I won’t say much about the importance of the title. It’s like when you see a beautiful woman, you will be interested in her. A good title is as attractive to you as a beautiful woman. Some curious titles that ignore details can also attract attention, but the premise is that they must not violate the review regulations of this platform.

"She added "nail clips" to her lower eyelids, and it's so beautiful!"

This is the headline of a Taobao article I wrote. Actually, I don’t want to use it as an example. After all, this article was badly criticized because it had a clickbait feel. However, it still attracted more than 1.5 million traffic . So no matter whether the cat is black or white, as long as it catches mice, it is a good cat.

"To judge how fast your car can go, look at this letter on the tire, which many people ignore"

This is the headline of a Toutiao article I wrote about cars . This title captures the details that others usually don’t notice. This is essentially a popular science article that focuses on details that people overlook. When a car enthusiast who often repairs tires while driving sees this title, he or she will definitely think: "I have been playing with cars for so many years, and I have touched at least hundreds of tires. Is there anything I don't know?"

3. Timing is essential

The timing of each popular article is very important. If you pay attention, you will find that the time for publishing different types of articles is also different. If you study it carefully, you will find that the time before and after work is the most valuable. However, based on the group of people you want to promote to , you must find a life frequency that is consistent with theirs. It is easier said than done. For example, if your copy is to be pushed to government officials, the best time to push it is between 6 and 7:30 in the morning and around 6 in the afternoon. If you push it to an advertising operator , you can try going online late at night.

4. It doesn’t matter if you don’t understand the field

A qualified operator will not be restricted by the field. If you have never written about finance before, and you are asked to write a financial article, you will subconsciously say, "I don't understand finance and can't write well." If you don't understand, you can learn, search, and learn from it. I'm just afraid that this is an excuse for your laziness. I have written articles in the financial field before, and I have never been involved in finance before. At that time, I wrote about the stock god Buffett, and I also had more than 100,000 traffic. It should not be difficult to write about financial experts based on daily trivial matters, but you need to search for the materials of these daily trivial matters, and even go over the wall (a skill that operators must learn).

5. Attend more lectures and buy online courses

Actually, I don’t think this is very useful, but you have to know that qualitative change is a prerequisite for quantitative change. It is always good for you to listen to more lectures and be exposed to some writing ideas and advanced concepts. Online courses can help you learn systematically, and they are a must for some students who do not have time to attend offline lectures!

I have attended Han Xu’s operations lecture before, which talked about how to do operations. In fact, it talked more about what Xu Ye had done along the way. He was the first generation of new media operators in China. At that time, the concept of new media operations did not exist in China. He is considered the originator. In fact, after listening to his class that day, I thought to myself: No matter what kind of operations you do, you will suffer in the future.

No matter whether it is content operation , user operation or something else, operation is like taking drugs, which makes people addicted and unable to quit, and it is stimulating. Since you have chosen this path, I hope you will stick to it to the end! Keep going till dawn.

The above is an article written by Xinru. It can be seen that she has grown rapidly in her work in the past few years. The 5 experiences she summarized are also very practical, but she has not yet formed her own system. Next, let’s learn about the most powerful copywriting system in the industry - the entry-level version.

There are three main aspects:

1. What is good copywriting?

Let’s first think about “What exactly are we talking about when we say a piece of copy is good?”. I think there are two aspects to this:

1. Triggering the spread

2. Manufacturing transformation

In essence, no matter what you write, as long as your copy "triggers a lot of dissemination" and "generates a lot of conversions", then from a business perspective your copy is good copy and creates business value.

Let’s talk about “triggering the spread” first:

Viewpoint: Communication-type copywriting excels in storytelling, powerful viewpoints or unexpected plots. There is no shortcut except a lot of practice and accumulation.

For example, some of the more famous cases in the industry include: NetEase Kaola H5, 999 Cold Relief丨#There is always someone secretly loving you#,

JD Baitiao丨#For you who can't stand it#, Durex丨2017 Thanksgiving thank-you letters from many brands , etc.

In short, there is no need to explain the importance of communication-type copywriting. You just need to read more, understand more, and practice more deliberately.

Let’s talk about “manufacturing transformation”:

Think about it, how is the “conversion” of copywriting achieved?

How big a difference can a good copy make in conversions? The picture below is a copy of three lessons . The content has not changed, only the title has been changed. The difference is 10 times.

Viewpoint:

1. Generally speaking, only after establishing awareness can you have a chance to stimulate users' interest.

2. Please note that the expectations and subsequent value created by the copy should be kept consistent as much as possible and not exaggerated. (Unless you can intentionally create an interesting contrast)

2. High conversion title writing

1. 4 Tips for Writing High-Conversion Titles

Tip 1: 4W1H, clearly summarize the key points

4W——Who what when where

1H——how

Tip 2: Subvert cognition and arouse curiosity

Tip 3: Connect with high-potential things and sugar daddies

Tip 4: Use subjective human strong endorsement

2.2 Core Principles of Short Copywriting

Rule 1: Use more numbers, especially Arabic numerals, to facilitate identification, stimulate user perception and convey information.

Rule 2: Use more interjections and exclamation marks such as "have to", "NB", "blinding", "shocking", "amazing", "must", etc.

3. 1 specific case to explore writing ideas

For example, I wrote an article originally titled "How a College Student Entrepreneurship Team Raises Funds "

Start digging:

Is the question clear enough? ——《How does a college student entrepreneurial team raise funds》

Who solved it? ——"David, CEO of Peking University's entrepreneurial project, Ofo, tells his own story: How does a college student entrepreneurial team raise funds? 》

How was it solved? How was it solved? ——"The founder of Ofobi tells the financing methodology of college students' entrepreneurship in 3,000 words"

Who or what could the problem be about? ——"After taking a year off from Peking University, he received 200 million in financing"

What will come from solving this problem? ——《Because of a methodology, he helped his students’ entrepreneurial project raise an additional 30 million yuan in financing》

What might happen if this problem is not resolved? ——"Without this methodology, Ofo wouldn't even be able to raise angel round funding"

None of the above? ——【A good and in-depth article, highly recommended】How do college student entrepreneurial teams raise funds? 》

3. Medium and long copywriting

Method 1:

1. Get attention

2. Stimulate interest

3. Arouse desire

4. Enabling Action

Method 2:

1. Put yourself in the situation

2. Cause conflicts

3. Ask questions

4. Provide solutions

Examples: There are too many to list, so I won’t give examples one by one. You can apply these two methods to any copy of a course you sell.

Method 3:

Structured copywriting: answer questions one by one

Case - For a course, what potential problems will users face when deciding whether to buy the course?

#What is the course about? What problems can it solve? What problem can’t be solved?

#Compared with other courses, what are the characteristics?

Who is the teacher of the course?

#What kind of people are suitable for this course? What kind of people is it not suitable for?

#What is the duration, time, location and cost of the course?

#How to register?

#What do others think of this course?

#Notes

The third lecture ends here. I have been a little tired recently as I am doing the final test of the APP. I have gone to bed at 3 am and woken up at 6 am for three consecutive nights. I didn't have enough time to write well today, and there are many places that I didn't expand on. I will explain the story of copywriting in detail when I move on to the advanced system. Today, just give you a preliminary understanding.

Finally, let me say two more words about my thoughts on new media copywriting:

In fact, a considerable number of articles we read carefully every day are nothing more than manuscripts that new media practitioners who have run out of ideas have tried hard to piece together after procrastinating for a week. Then, editors who are well versed in human nature use eye-catching headlines to stimulate your envy , jealousy, fear, anger and greed to get rich overnight. But these editors are just ordinary people like you and me, the same victims of the times, the same ordinary people who have lost the ability to think independently amidst all kinds of copywriting.

I wish you will always be accompanied by true knowledge.

The author of this article @张木匠 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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