3 rules for making products, videos and copywriting popular!

In an era where content is king, if you want your products, videos, copywriting, etc. to become hits, you must master the rules and techniques. This article summarizes three rules for hits. Let’s take a look at the specific content.

As content creators, there is a word that everyone must be familiar with, that is, "content is king." But in this era, people are impetuous and will not read an article seriously for more than three minutes. Most people just glance over it and only pay attention to your title and bold parts. This is why short videos are so popular. They can give users the climax part within 15 seconds. The short duration is not only the reason why a video can become a hit.

To make your products, videos, copywriting, etc. become hits, you must understand the rules of hits, especially the following three points:

1. Add some surprises to the routine

Why is the account Duoyu and Maomaojie so popular? Someone asked me: "I feel that his videos are not high-end at all, and even a bit low-end. Why are they so popular?" In fact, high-end videos have high-end users, and low-end videos have low-end users. Besides, what is high-end and what is low-end? Many things cannot be judged because all judgment criteria are subjective and everyone has a scale in his heart.

If you want to create a hit product, there is only one standard: what users like is a hit product, and what everyone is scrambling to imitate is a hit product. For example, one of the videos that became popular at the beginning was "It's so exciting, I feel like my life has reached its climax." Both ordinary people and celebrities rushed to imitate it. For a time, the entire platform was filled with such background music.

What are the tricks in Sister Maomao’s videos?

After watching all his videos, I found that his videos all contain people’s pain points, which are things that many people have experienced. It’s just that sometimes the words are not enough and people can’t express them, or it’s inconvenient to express them. He helps everyone express them and restores the scene.

People are naturally cautious and afraid of the risks of new things. They like products that are bold but easy to understand, preferably ones that have some relevance to previous products. Such products are most likely to be popular.

Of course, more importantly, he added innovative elements to familiar events and feelings. For example, he doesn't just narrate a story in a plain way, but uses his Guiyang accent to make the video funnier, and his funny and exaggerated clothing combinations make it easier to remember.

Here we have to talk about a principle, the MAYA principle: the most advanced and most acceptable things are those that strike a perfect balance between novelty and familiarity.

In other words, familiarity has a limit. When it is too familiar, not only will it lose its freshness, interest and passion, but it will also cause disgust.

You will find that after a few days of setting a favorite song as your ringtone, you begin to get bored with it; a soap opera where you can guess the next plot and ending with your eyes closed seems to be less and less immersive; a couple who have been together for more than a year find each other's shortcomings increasingly unbearable... The power of familiarity backfires.

Therefore, to create a hit product, you need to add a little surprise while ensuring a sense of familiarity. This is why a routine with a little sincerity and surprise always seems more touching and unforgettable.

2. Understand the cyclical nature of fashion

If you ask someone why they like something, the answer you may get is "It's very popular now, I think it's pretty good too." If you ask someone why they don’t like something, you may get a similar reason as when they like something - it’s too popular and everyone likes it, so I don’t like it (because I want to be unique)! Just like when we buy things on Taobao, we will look at the current sales volume and collection volume of the product. If the quantity is too small, we will doubt its quality. If the quantity is too large, we will hesitate whether we appear to be following the crowd and have no characteristics.

Fashion has cycles. During the cycle, products with current popular elements will become popular. But when the trend passes, no matter what product uses this popular element, it will no longer work.

Previously, "sentiment" and "literature and art" were very popular. Jiang Xiaobai became popular for printing sentimental words on its packaging, and printing words on food bags also became popular. But after this trend passed, when almost all products were focusing on packaging, this point no longer had much competitiveness.

British fashion historian James Revaux sums up the fashion cycle like this:

• Fashion that was 10 years ahead of its time was considered obscene;
• Fashion that is five years ahead of its time is considered shameless;
• Fashion that is a year ahead of its time is considered bold;
• Fashion after a year is considered slovenly;
• Fashion after 10 years is considered ugly;
• Fashion after 20 years is considered funny;
• Fashion after 30 years is considered funny;
• Fashion after 50 years is considered weird;
• Fashion after 70 years is considered charming;
• Fashion after 100 years is considered romantic;
• What is fashionable after 150 years is considered beautiful.

Therefore, we must not only seize the trends, but also seize the cyclical nodes. In all industries that need to create trends, being late or arriving too early before the market is ready is a waste of effort.

3. Telling stories is worse than telling truths

Deep users of TikTok should have noticed a phenomenon: accounts with plots tend to gain followers very quickly, while accounts that directly talk about reason and knowledge gain followers more slowly. This is because people prefer to listen to stories and prefer entertaining and educational content rather than being forced to memorize knowledge points. So how do you tell a good story? First of all, you have to be able to tell a story clearly and make it logical so that no one can understand you after you finish telling it.

Some people have a habit that when someone asks them something, they often say a lot to support their point of view, and in the end they get themselves confused.

We should develop a habit of storytelling. In fact, we should also pay attention to it when reporting work to leaders. That is, we should have the ability to summarize a long speech into a sentence. What exactly do you want to tell the user? After clarifying the main theme, you can continue to develop the story around this center. All the content to be said should serve the main theme.

Secondly, good stories should revolve around people in difficult situations. Why? Stories with dilemmas can arouse the audience's curiosity, and only a dramatic plot can make people feel distressed and want to follow you.

Therefore, we must learn to see the big picture from the small, and expand a small thing to a profession, an industry, or even a problem in the world as a whole.

Everyone likes to watch "Story of Yanxi Palace". What they like is Yingluo's intelligence and cleverness. What they like more is that they like her ability to fight back when faced with a dangerous environment.

Finally, storytelling needs to have a structure, such as “what I will talk about first, what I will talk about next, and what I will talk about at the end”.

This thing has a complete system and a complete set of methods. It is not something that can be written casually based on feelings.

Especially don't start from the beginning. The beginning part is bound to be boring. If we want to tell a story, we should take out the climax part and put it at the beginning. It will immediately attract the audience, especially on Tik Tok. If people think your content is not good within three seconds, they will scroll past it. If the title of the article is not good, the audience will not click on it. If the beginning is not attractive, the users will immediately click "return".

Starting a fashion trend and creating a hit product are definitely not something that can be done on a whim . Please first understand the cyclical nature of fashion, try to find a balance between familiarity and surprise, create a product that is easy for people to like and accept, and finally remember to give it a storyline.

Author: Qiyue

Source: July (xueshequn03)