How to write the beginning of a hit copy? Share 5 tips!

The human brain is like a machine. When the temperature is highest, it works most efficiently. When it is just turned on, the temperature is lowest and the efficiency is lowest. When you sit down and turn on your computer to write the beginning of a copy , it is like driving a car over a mountain without starting the engine.

Finding the first sentence that makes the point is always the most difficult.

Therefore, I specifically studied the writing routines of many copywriting masters to see how they wrote the beginnings of popular copywriting.

1. Create suspense and arouse readers’ curiosity

This is truly the most commonly used opening line for a copy.

There is a sentence in the Copywriting Training Manual that left a deep impression on me : "The purpose of writing copy is to let readers read my title , and after reading it, let them read the first sentence, the second sentence, the third sentence, until they finish reading the last sentence."

In copywriting, subtitles, tweet headers, summaries, and section beginnings are all considered “second titles” in the copy. The role of the "second title" is mainly to connect the previous and the next, to reactivate the reader's patience and attention before the reader's patience is exhausted or his attention is diverted, and to encourage the reader to continue reading.

For example, the beginning of the following text stimulates the reader's desire to a certain extent, giving the reader a sense of anticipation, which makes the reader willing to spend time to continue reading.

I still didn't know why she gave up her job with an annual salary of one million and accompanied her husband to plant trees in the mountains until she told me last night.

When seeing the beginning of such a copy, the reader will have a question in his mind: Why would she give up a high salary? Why is she willing to plant trees in the mountains? What did she say that suddenly made me understand? A good copywriting starts with a sentence that creates suspense and attracts readers to continue reading.

2. Create scenes that resonate with readers

When you start writing copy, you can imagine the environment the reader is in, what he is experiencing, his current mood, whether he is anxious, and whether he feels happy. If the writer puts himself and the reader in the same scenario, it will be easier for him to resonate with the reader.

Mimi Meng is very good at creating scenes. For example, she stands from a female perspective and complains about her husband playing games instead of taking care of the children, and complains about her mother-in-law forcing her to have a second child. The article "Mimeng: To my shame, my assistant only earns 50,000 yuan a month" that made her assistant popular on WeChat Moments quickly won the hearts of readers.

For example, the article said that her assistant had a high monthly salary, but the work was also very hard. When she described the assistant's hard work, she wrote:

Andy was born in 1993, majoring in Japanese. When she first came to the company, she was a little cutie.

Now she has changed, and is called Sister Andy, with an aura of 2.8 meters

In fact, she broke down three times when she came to the company.

The first time she cried was on her first day at the company. I asked her to write a script, but she was completely confused and couldn't write it. She went back to the dormitory and cried.

After reading this story, people who have similar experiences may think of the scene when they first started working after graduation, or they may break down and cry like Mimi Meng's assistant, or even be worse off than her. Emotional resonance quietly occurs at this moment.

3. Monologue opening, using the first person to talk directly to the reader

The writer directly uses his or her inner monologue as the beginning of the copy, opens his or her heart to the readers, and allows the readers to feel your full sincerity and true emotions.

For example, Luo Yufeng wrote in her article "Luo Yufeng: Seeking Blessings and Encouragement":

"You have to accept your fate. This is your fate."

I don’t know why, but these words my mother said back then keep popping up in my mind. My mother is a very traditional Chinese rural woman. She told me to accept my fate, but now I think it was for my own good. Obviously my mother doesn’t know the saying “There is no disappointment without hope”, but the hardships of life have made her understand this truth. She asked me to accept my fate, which is actually for my own good.

If this passage was written by someone else, it might not seem outstanding, but when written by Luo Yufeng, it has the power of thunder.

The reason is that we know Luo Yufeng's background and the story of how she became famous, and many people sympathize with her. When everyone saw Luo Yufeng's sincere words from the bottom of her heart, the story about Luo Yufeng in our hearts was instantly awakened, and our sympathy for her was strengthened again.

4. Use warning words to create a sense of luxury

This is a magical way to start an article. Carefully polish the first few sentences to make them shine. They can even be separated from the whole article and become the golden sentence of the whole article. It also allows readers to directly copy this golden sentence when forwarding it to their friends circle, instantly improving their quality.

For example, I read this sentence in the past two days:

One of the most headache-inducing things for young people is deciding what to do in their life.

Some people may say, isn’t this nonsense? However, when I added: "The famous writer Wang Xiaobo said" in front of this sentence, it seemed much more advanced.

5. Get straight to the point and tell the reader the topic of the article

Do the following titles look familiar to you?

Breaking news! Wang Yang was elected Chairman of the National Committee of the Chinese People's Political Consultative Conference!

What kind of "official" is the National People's Congress?

Big news! This is how the State Council agencies are changed!

Notice! WeChat QR code payment will be limited from April 1

Hawking passed away at the age of 76! The last Weibo reply to Wang Junkai

Huafu reopens junior high school after 18 years

The above titles are all selected by me from the official account news of a southern metropolitan newspaper in recent days. After all, it is a veteran news media, and its news reports are as straightforward as its titles. In the beginning of the article title, first paragraph, and summary, all of them use a straightforward approach to allow readers to receive effective information as quickly as possible.

To become an excellent writer, in addition to being familiar with the writing routines of popular copywriting, you must also be aware of the traps and avoid falling into the traps at the simplest places.

>>High-sounding copywriters believe that being easy to understand is to cater to the masses

Many writers think they are knowledgeable and like to use obscure words and phrases in their writing. They believe that easy-to-understand copywriting caters to the masses, and that taking a cool and aloof approach can show their class. Little do people know that copywriting that readers cannot understand is low-level copywriting.

>>Exaggerated copywriting, using a lot of adjectives to modify

There was a writer who wrote several best-selling books in his early years. When he wrote, he liked to mix a large number of adjectives in a declarative sentence. Now it seems very exaggerated. When writing, use more phrases and keywords , fewer adjectives and more nouns.

Short and concise is more powerful than long and cumbersome. The original material is more valuable than bells and whistles.

>>For long copywriting, simplicity does not mean crudeness

Many writers mistakenly believe that simplicity = crudeness, and they are afraid that their copy will be too short for readers to understand. When readers open a web page on their mobile phones, their eyes stay on the page for only 10 seconds or even less. Therefore, writers are advised to use concise words and sentences so that readers can get effective information as quickly as possible.

This article was compiled and published by the author @黄圈圈 (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games