Master these 4 techniques at the beginning of the article, and it will be hard for readers not to read it

Your ideal reader is probably like this: someone who reads the entire article carefully and word for word, then likes, leaves messages, comments, forwards it to friends and groups, and recommends it to friends to read.

But in fact, 90% of articles are clicked while people are waiting for elevators, taking buses, or even sitting in the toilet. In this environment, readers only have 3 seconds to read an article, and they will quit if they don’t like the beginning.

It’s sad to think about it, a team’s whole day’s hard work only to get 3 seconds of favor from others.

Let me share with you the four methods I have summarized for writing a good introduction.

01/Tell a little story

People are naturally not immune to stories. Since the days of the savages, our greatest entertainment has been listening to stories around the campfire at night.

The advantage of telling a story at the beginning is that it makes readers feel involved, and the reading pressure is low, so it is easy to read on. In addition, if what you write is interesting or has a hot topic, you can attract users immediately.

For example, Mi Meng ’s articles all begin with a story:

It’s the best. It’s absolutely the best.

I heard a story about a girl who went to Shanghai to work and met an excellent roommate.

This roommate took advantage of her all the time, spent her money, and even flashed her cleavage to seduce her boyfriend...

What’s even more abominable is that this idiot is getting better and better, breaking out of Asia and going international…

The story is so melodramatic that I read it word for word.

The key points of storytelling are to make sure the characters are clearly labeled and to have multiple scenarios, and it would be best if users can see themselves in them. When many people write copy , they appear to be telling the protagonist's story, but in fact they are telling the reader's story, as this is the most immersive way.

Ask you a question?

If you don’t like your job very much, but you perform well in the company and have been earning a monthly salary of 10,000 yuan for three years. You can't live any longer, so you ask your boss for a pay raise many times. But every time your boss just says "oh oh oh, I get it", and you've been playing Tai Chi with him for more than two years. That is to say, in your fifth year of work, your monthly salary is still 10,000 yuan. At this time, you dare to walk up to your leader with your resignation letter and say loudly: Leader, I quit! ?

Two years ago, Su Qian would never have dared to do this. But she did just that last October. Colleagues all thought that she must have found a great employer. Otherwise, how could I be so tough when resigning!

02/It hurts, my friend

To be heart-wrenching means to write about pain points to stimulate readers. Those painful spots that were tickled so accurately and fiercely seemed to be able to come out of the phone, grabbing your collar and forcing you to look down.

Have you ever had an experience like mine?

I woke up in the morning and prepared to dress myself up beautifully to go out, but I found that my favorite skirt from last year could not be fastened. I changed into a pair of casual jeans, but they turned out to be tight-fitting. I wanted to cry. .

Last week, I competed with Xiao Min, who joined the company at the same time, for the position of supervisor. We were equally capable, but Xiao Min ultimately missed out on the supervisor position because of her “poor image.” Looking at my “slightly plump” figure, I feel helpless as the genes were given to me by my parents.

When traveling to the beach, my girlfriends all wore carefully selected bikinis, but I wrapped myself tightly for fear that the excess fat would accidentally show out.

To put it simply, pain points are “the obstacles that users encounter in the process of achieving their goals.”

It's like a car driving smoothly, and suddenly a big pothole appears in front of it, and you are shaken left and right, and your butt hurts.

The "big pit" is the obstacle faced by users. "It shakes left and right and my butt hurts", and users feel pain.

So how do you find pain points when writing?

One is to use big data and various indexes: Baidu Index, Sogou Index, WeChat Index , etc., to dig out users' pain points through data analysis .

You can also search directly on Baidu . [ Keywords + trouble/pain/annoyance/tiredness...] and other words like these will also give many results.

Let me explain the principle briefly: Baidu Index is sorted according to the frequency of search terms. The higher the ranking, the more frequently most people search for it and the higher the attention it receives.

The second is daily observation records. Observe the user's detailed information, such as facial expressions, movements, clothing preferences and styles, speaking and communication methods, how to use mobile phones and various daily necessities...

The more "little movements" of users you discover, the greater the possibility of hitting the pain points.

For example, a friend of mine developed a skinless baked sweet potato, and his business is booming. It's because he found that many people would involuntarily show impatient expressions when eating roasted sweet potatoes because they thought peeling the skin was troublesome.

It was this impatient little action that allowed him to successfully discover the user's pain point (not wanting to peel the roasted sweet potato) and earn his first pot of gold.

03/Introducing current hot spots

Hot topics can undoubtedly attract everyone's attention and quickly capture readers' attention.

Everybody wants to care - what everybody is caring about.

I have a deep understanding of this point. I recently opened a new TikTok account, not because I like it, but because I found that everyone is playing TikTok. I often laugh while holding my phone, and TikTok is mentioned every other sentence at the dinner table.

I felt like I was falling behind the times if I didn’t play TikTok, so I quietly registered a TikTok account.

For example, the hot event these days - Hongmao Medicinal Wine. There is an account of traditional Chinese medicine, which starts like this:

There has been a lot of talk about the "Hongmao Medicinal Wine" these days. Behind this incident lies the crisis of traditional Chinese medicine today: first, traditional Chinese medicine itself is not doing well; second, hostile forces are eyeing it covetously!

The long-term denial, suppression, and misleading of traditional Chinese medicine have forced it to Westernize, and folk Chinese medicine practitioners who are unable to Westernize have been forced to change their careers. Many outstanding folk Chinese medicine practitioners have suffered a great blow and no longer allow their descendants to study medicine, or they let their descendants directly study Western medicine.

Now, suddenly traditional Chinese medicine is so affirmed and supported. What is it supporting? They are not excellent Chinese medicine practitioners, but a large number of speculators. They work hard to gain advantages in line with policies and spread propaganda indiscriminately to cater to the public's psychology.

If you are studying Chinese medicine or are a fan of Chinese medicine, I believe you will continue reading after reading this beginning.

04/Creating contrast

The human brain is numb to unchanging information, but is more sensitive to contrasting and changing information. So one of the best ways to grab attention at the beginning is to create contrast.

It's just like drawing a curve, with ups and downs.

The contrast can be a cognitive contrast. This technique is most commonly used in rumor-mongering articles. At the beginning, they give you a point of view that subverts your previous cognition.

Did you know? Frequent running can lead to sudden death!

Recently, a report from the British Daily Mail has been circulating in WeChat Moments. Danish scientists conducted a 12-year follow-up survey involving nearly 5,000 research subjects and came to a surprising conclusion:

The healthiest running fitness intensity is to run three times a week, with a total time of less than 144 minutes, and the running speed should be controlled at a slow or medium speed. Doing this will help you stay healthy and live longer, but if you exceed this amount, fitness will become harmful to your body. Experts also emphasize that running fast is more harmful to your health than running for a long time. Those who ran at a faster pace had the same risk of death as those who never exercised.

The technique to create contrast is: familiar things + fresh information, such as "10 common misunderstandings about drinking water, 90% of people do it wrong", "Frequent running can lead to sudden death", etc.

One thing to note here is that the so-called familiar things should be things that the other party is familiar with.

For example, if you talk about Einstein to an uneducated farmer, he will definitely not be interested. In turn, you tell him:

Do you know Wang Ermaizi from your village? Do you know Widow Li next door to you? It seems they didn't go home yesterday...

The other person's ears may immediately prick up.

Finally, in this article, I summarized 4 ways to write a good beginning:

1. Tell a short story to help readers put themselves in the story

2. Grasp the reader's pain points and attract him to read on

3. Introduce current hot topics to stimulate user curiosity

4. Create cognitive contrast, that is, familiar information + new things

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

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