How to make a high-quality fission poster? Share 1 replicable formula!

A high-quality fission poster can increase the effect of your publicity by 100 times.

Recently, there are often posters selling courses in the circle of friends . Some of them are so terrible that people don’t want to click on them at all.

However, there are also some posters that not only allow you to scan the code immediately, but also make you forward them willingly. For example, the theme of one poster is: "How long has it been since you finished reading a book?"

A book gained 10 million fans in just one year just through this fission poster, which shows how powerful this poster is in attracting fans.

This poster made me feel guilty for not finishing a book, and with the subsequent guidance, I immediately scanned the QR code to join the group.

Similarly, there are many accounts that quickly increase their followers through fission posters, such as the Ten O'clock Reading Club, which gained 1 million followers in a year. A fission poster of Xin Shi Xiang attracted 90,000 people to join the group in just 3 and a half hours.

In order to find the common rules behind these "explosive" fission posters, the author looked at no less than hundreds of fission posters. Combined with our past practical experience (micro-classes), I summarized a replicable formula:

Successful fission poster = target group + pain point + packaging + credibility + sense of urgency + best-selling

How to write a main title that pokes users?

The main title is the soul of a poster. If the main title cannot catch the user within 3 seconds, then the poster is basically useless.

How to do it is very simple, just grasp the user's pain points.

Some people say that I am talking nonsense (it seems to be true), so let’s not talk nonsense and teach you how to grasp the user’s pain points.

1) Present the results

First of all, the most important point is to show results! After making posters N times, we learned a painful lesson.

What is the result? Let’s look at the two versions of the text first:

●How to write a perfect resume? ●Learn these 10 tips to double your resume passing rate

Which version do you think is more attractive? If nothing unexpected happens, it should be the 2nd edition, mainly for two reasons:

First of all, the first version reflects the process. I actually care more about the result than writing a perfect resume. For example, can I enter BAT ? Or can I improve my resume passing rate and receive more interview invitations?

Secondly, the first edition made a fatal mistake: the modifiers were too general. What is a perfect resume? There is no standard for judging this.

A perfect resume is equivalent to the topic I am going to share today: How to be a good person, or how to become an English master? How about it? Does it feel a bit far-fetched? The word "perfect" doesn't really do it justice.

Our previous poster made the same mistake, see the two versions below:

Initial and final versions

The same problem, "how to write XXX" is a process, and there is no standard for the word "like", so the effect of this version is very poor.

Later, we made some small changes, and the effect was significant. Within a few hours, hundreds of people scanned the code and asked to join the group.

We have been emphasizing the importance of results before, so how do we do it?

Take the poster above, for example. When we found that the main title display process was not effective, we took advantage of a user psychology: the desire for speed.

2) Quick copywriting

The characteristic of quick copywriting is quick completion. The revised copy is: 10 tips to write conversion copy that will make users go viral, such as mastering core skills in 10 days, becoming a photography expert in 15 days, etc.

These are all typical examples of quick-fix copywriting. Don’t think that it’s easy to be quick, there are actually many pitfalls.

So let me share with you a formula (I have made N versions of posters and studied hundreds of posters):

Quick poster copywriting = less time/less learning + presentation effect (high quality)

① Emphasize less time

The most common method is to use numbers, but there are two principles for numbers on posters:

First, it is best to use Arabic numerals. Compared with Chinese characters, people are more sensitive to Arabic numerals.

Second, don’t use very large numbers, otherwise it will make people feel that the time is too long and they will lose interest in learning. You can look at the two versions of the text below:

② Emphasize that the amount of learning is small and the results are good

If the amount of study is too much, it will turn learning into a stressful thing, which will scare people away in an instant.

Also look at the following two examples:

Copywriting One is about 10 tips for writing copy that will go viral among users. Compared with the second copy, this version of the copy requires less learning and the result feels pretty good (users go viral).

③ The modifiers should be contextualized and have a sense of picture.

Of course, when we modified the results, we focused on changing the modifiers, changing "like" to "go viral". Doesn't it make sense and reflect the scenario of users posting to Moments or sending it to friends?

Here’s another example that shows the power of quality “qualifiers”:

Take the example of WeChat’s revision a few days ago:

The biggest difference between the four versions of copy lies in the modifiers: "frequent, large, again, earthquake-like".

We finally chose version 4. Although it is a bit exaggerated, it is indeed the best in comparison. Because we need to highlight the seriousness of this revision so that everyone will click in to take a look (if you have better suggestions, please leave a message at the bottom).

Of course, I am not trying to teach you how to be a clickbait with clickbait titles , because it is true that with this revision, many public accounts have lost the opportunity to practice showing their faces, and the situation has become quite serious.

When we are making posters, we will definitely encounter this problem: directly saying it is too straightforward and we need to add some modifiers. But please note that this modifier cannot be too general, it is better to have a visual or scene-based feel.

For example, here are 10 tips for making a poster that will go viral on WeChat Moments . The word “viral” will have a certain visual effect.

However, the word "explosive" has been used too many times and it no longer stimulates users, so I suggest that it can be changed to "Learn these 10 tricks and make posters that will occupy (conquer) the circle of friends"?

Above we talked about copywriting based on the user’s “desire for speed” mentality, and fast-paced poster copywriting.

In fact, in addition to taking advantage of users' desire for speed, there are many other user psychology that can be grasped. Moreover, whoever can grasp the user's psychology will win at the starting line.

For example, users may be afraid of the article being too long and inconvenient to expand. If you want to read it, please leave a message at the bottom. Next time we will write a special issue on "How to use fear to write copy."

Next, let’s talk about another very important principle: screening the target population. If you don't cover your target audience, no matter how fancy your copywriting is, it will be useless and it is destined to not spread.

3) Screening target population

Did you know that we will hold the "2018 Community Operations Summit" in Shanghai on October 14th? . Our theme this time is “ Community Operation Summit”, but it was actually “ Blockchain Operation Summit” at the beginning.

The difference can be seen very clearly, the subject has changed, blockchain operation → community operation.

Why do you want to change it like this? At the beginning, we did plan to hold a blockchain operations summit, but the market conditions have been bad recently, and if we continue to work on blockchain, we might fail.

So after urgent discussions, we turned it into a community operations summit, combining the traditional Internet and blockchain.

The first half is about sharing related to classical Internet community operations, and the second half is about sharing related to blockchain community operations.

Why do we still need to operate blockchain communities? Because there are indeed many cutting-edge blockchain companies that are very good at community operations, which is worth learning from.

However, a problem arises at this time. As the scope expands and more areas are involved, many people will subconsciously feel that it is too complicated and there is too little to learn.

Therefore, you need to grasp the quality of the guests and the quality of the content they share.

Therefore, we spent several months this time and invited more than 10 top community operation operators, such as English Fluency and Wu Xiaobo Channel.

When making posters, you will definitely encounter such problems. Let’s take another example. We have done a micro-class before. Let’s take a look at the two versions of the theme:

●Theme 1: Operating Douyin for Enterprises, Here Are 7 Suggestions●Theme 2: Operating Douyin, Here Are 7 Suggestions

We finally chose the first version because there are too many people talking about operating Douyin. Instead of competing with so many people, it is better to narrow the scope and do corporate Douyin.

Note that these two examples show that covering your target range as much as possible can be either enlarging or shrinking, depending on the specific situation.

Finally, one more thing to mention here is that you can also add subheadings to supplement the main title. For example, the main title of our conference is “2018 Community Operation Summit”, and the subtitle is “Unlock new ways to play in the community and awaken new potential”.

For example, in this picture, a subtitle is also added to supplement the main title.

How to package the content that users prefer?

Earlier, we talked about how to hit the pain points of user needs. This is actually just the first step towards creating a high-conversion poster. But in order to make your product stand out from the massive amount of products, become the user's first choice and make them pay, you also need to package the content.

How do you understand the meaning of this sentence? Let's take a very common example:

One day, you get off work and go home at around 9 o'clock in the evening. You feel very hungry. When you pass by the subway entrance, there happen to be many snack stands. The food at the snack stands can help you solve your "hunger" pain point.

This link is like the "theme" in a high-conversion poster, which captures the user's pain points and attracts the user's attention.

However, there are five food stalls selling your favorite stinky tofu, and only one of them will become your first choice. At this time, as a user, you will consider factors such as the taste and quantity of the stinky tofu, or the person selling the stinky tofu (see various cases of Xishi becoming popular).

The same goes for the “content packaging” of high-conversion posters. To break it down, it generally means packaging the event and the guests.

1) How to package the activity content?

The key points of event packaging are to highlight: efficiency, scarcity, authority, and low threshold.

Regarding the sense of efficiency, in fact, many people want to master it in a short period of time. This is the same as the "quick response" mentality we mentioned earlier. The previous article has introduced it in detail, so I will not repeat it here.

The second point is the sense of scarcity. In order to be selected by users among massive amounts of information, you actually need to make your content unique and allow users to find a "scarce" point.

Nowadays, when people mention TikTok, everyone thinks it is something that is popular all over the country, but in fact, in April this year, TikTok was far from being as popular as it is now. At that time, everyone played Douyin just for fun, and basically no one thought of using Douyin to divert traffic.

Therefore, we planned a micro-course to divert traffic through the operation of Douyin, which was a scarce content at that time. The final result is the success of the content. The article compiled by the operation agency based on the micro-course received more than 20,000 views, and the article forwarded by 36Kr received more than 100,000 views.

The third point is authority. Generally speaking, authority is difficult to prove from the front, but it is much easier and more convincing to highlight authority from the side.

For example, if a person spends a lot of time and effort saying good things about himself, it is probably hard for people to believe him and he may even be considered a narcissist. But if everyone around him says he is good and well-known bigwigs praise him, then he will feel convinced.

In the poster content packaging, we can emphasize that this content is recommended by many big names.

Let’s continue with our previous example here. Although the title of this guest was already very impressive, we later discovered that the content that this guest wanted to share had been liked by Lei Jun and Li Guoqing.

Therefore, we highlighted the endorsement from bigwigs in the poster content to highlight the authority of the content quality from a side angle.

The fourth point, “low threshold”, means that the activity content should be simple to learn, easy to master, and highly replicable.

Previously, we have always cited the article about Xiaohongshu , "Behind the popularity of Xiaohongshu, there is a set of replicable content operation strategies." The number of readings of this article is far higher than that of other articles of the same period.

For example, the example below highlights the key point of "replicable with zero foundation" at one time, which probably hits the pain points of many users, making them feel that it should be easy to learn at first glance.

Of course, words like "zero foundation" should be used with caution depending on your target users . Users at the "advanced" and "high-level" levels should not be willing to learn things that people with "zero foundation" can learn.

In addition to the above points that are often used to make articles, sometimes the packaging of content can also highlight "privacy", such as internal revelations, exclusive reports, personal accounts by the parties involved, and confirmation by eyewitnesses.

For those guests who are sharing for the first time, you can also highlight that these useful information are being released for the first time and emphasize words like "first sharing".

2) How to package guests?

First of all, let’s take a look at the poster below. What elements are used in this poster in terms of “guest packaging”?

① Select the guest title that the user thinks is great

Maybe you can’t see the power of the guest title from this poster, so let’s compare it with the words we used to package this guest.

Original version: Independent Marketing Consultant Upgraded version: 8 years of marketing experience

Most people have no idea about the identity of "independent marketing consultant", and cannot judge whether the guest is very capable through this identity. However, "8-year marketing veteran" is relatively more specific. From the time length of "8 years", everyone can know that this guest has rich work experience.

Therefore, when writing a guest title, you must stand from the user's perspective and use words that users can intuitively measure.

So does an “8-year marketing veteran” necessarily mean he or she is particularly good? This may not be the case. Some people may have worked for 20 years but still have no particularly impressive experience. So, we started the second element of packaging guests:

②Introduce the guest’s previous successful cases

We used 4 cases, each of which was supported by specific growth data, so that users can know from these cases that this guest is a veritable "marketing veteran."

Let me insert a small detail here. When introducing guest cases, you must organize the cases. For example, in the above example, we organized the guest cases into " e-commerce , education, finance, and O2O " so that the key points are clear at a glance.

In addition, if the guest has many cases, you must make some choices, otherwise if you put them all on the stage there will be no order of priority.

How to use details to enable users to place orders quickly?

After completing the above two major steps, you have actually solved most of the problems, but you must hold on, otherwise it will be easy for the "cooked duck to fly away" situation to occur.

At this time, the user is in the hesitation stage between "buy" and "give up", so you need to use some small details to push the user and let him place an order quickly.

1) Create a sense of urgency from three angles

By playing around with "time, quantity, and price" and grasping the user's psychology of "fear of losing, desire to gain , and greed for cheapness", you can get users to place orders quickly.

The sense of urgency in time can fully mobilize users' fear of losing. The most common one is "expiration". For example, various coupons have a limited time and other usage restrictions. If you don't use them within the time limit, you will lose the "things you have already obtained".

In posters, common examples of using a sense of urgency to make users "fear of losing" include:

Example 1: Free activity ends on XX dayExample 2: Free activity limited to todayExample 3: Free entry to the group in the last 3 hours

The limited quantity or even the sense of scarcity can stimulate the user's desire to "get it". The most common means are "first come, first served" and "limited places".

This method is even more cunning than "expiring and invalid" because "expiring and invalid" has a clear time limit and has nothing to do with how many people participate in the event. In the "first come, first served" system, users do not know how many spots are available and whether they will be the first person to participate in the event (unless there is a leaderboard ).

At this time, the user's "desire to get" psychology will motivate him to join the event immediately, otherwise it will be too late and he will not be able to get what he wants.

In posters, common examples of using quantity limits to make users "desire to get" include:

Example 1: Free admission for the first 500 people Example 2: Limited to 400 copies

If the above two ways of playing are already very common, then we will introduce a combined way of playing, which is to add price changes to the above two ways of playing.

The tickets for our summit used the "quantity + price change" approach. When tickets were first sold, the standard ticket for the Community Operations Summit was 399 yuan. When there were only 100 tickets left, the price of the standard ticket would rise to 499 yuan.

Therefore, we will make a reminder like this: There are only X places left before the standard product price rises to 499 yuan.

2) Take advantage of herd mentality

There are two ways to exploit the herd mentality: one is to highlight quantity, and the other is to take advantage of the user’s chain of acquaintances.

The point of “highlighting quantity” is actually very easy to understand. It is to tell users that many people are already using or purchasing this product. In this way, the user will follow suit and purchase it.

Pinduoduo can be said to be particularly good at this. When the number of users reached 200 million, its slogan was "200 million people are using Pinduoduo". When the number of users reached 300 million, its slogan became "300 million people are using Pinduoduo".

We have also used the element of "highlighting quantity" in our previous micro-course posters. For example, the poster below highlights that "2723 people have joined", and the subsequent effect was much better.

How do we understand the use of acquaintance relationship chains? In fact, it is the common "XX friend has joined" or "XXX friend invites you to receive it".

When users see such a logo, they will think, since my good friends have joined this course, it must be reliable, and I want to join it too. Since my friends are reading this book, I want to read it too.

Conclusion

Today, based on the previous cases of the operation agency, I shared with you the 3 steps to create high-conversion fission posters. All 3 steps are big, but they all boil down to some small tricks in the end.

If you use these tips skillfully, I can’t guarantee that your poster will be 100% perfect, but it will definitely inspire you. Now let's briefly review:

1) When writing a poster theme, you can start from three points:

First, you need to be able to directly present the results, using "quantifiable" words, so that users can intuitively perceive that learning this course (buying products, participating in activities) will be rewarding;

The second is to grasp the user's desire for "quick success" and enable users to achieve quick success easily through means such as short time and decomposition of goals.

The third is that the theme will limit the target population to a certain extent, so when choosing a theme, you should appropriately expand the audience range.

2) The packaging of the poster content includes the packaging of the event (product) and the packaging of the guests. The event content should be polished to have a sense of "efficiency, scarcity, authority, and low threshold". When packaging the guests, choose a guest title that users think is powerful and support it with successful cases.

3) If you want users to place orders quickly, you can use three points: "expired", "first come, first served", and price changes over time and quantity to create a sense of urgency. You can also take advantage of the herd mentality and make users want to place an order because others have already purchased it.

Source: Operation Research Society