Regarding content and titles, I have summarized 3 methods of attraction, which are the most effective

A piece of information, if no one pays attention to it, everything that follows is bullshit!

So what kind of content can attract people's attention?

This question is related to the essence of advertising and marketing . All communication must start with people "noticing".

If you want to know how to get people's "attention", you must first understand what people's "attention" is.

If you have watched the American TV series "Prison Break", you should know that Michael Scofield suffers from a disease called: low potential inhibition disorder.

People with this disease receive and process a huge amount of information in a short period of time, and cannot help but think deeply.

If this ability is not properly controlled, it can cause severe schizophrenia.

This is the tragedy and paradox of human beings:

On the one hand, if we want to "survive", we must learn to obtain various information and organize and provide feedback in a complex environment.

On the other hand, our brain capacity is limited and cannot process huge amounts of information.

Therefore, in the long process of evolution, the human brain has learned to " screen ".

Faced with the massive amount of information emerging in the world all the time, only information that has been "screened" can enter the brain's processing system to improve the processing efficiency of the brain's CPU.

So, when we design a title , poster or copy , the first thing we have to do is:

First break through the information screening system and enter the brain processor.

Let’s look at the following two pictures:

For most people, the first thing they notice and are most impressed by is the bloody anime picture.

Since humans and most animals have red blood, in ancient times, the appearance of red meant harm or death .

Since all living things generally regard survival as their first instinct, information related to "harm" must be given top priority in the brain's processing system.

Later, as humans continued to grow, in addition to basic instincts, they also acquired other sensitivities to being "hurt" in their daily lives.

For example, other people’s “emergency” states can help viewers focus through empathy.

In addition, there are some words that attract special attention because they contain "harmful" factors.

For example, the “tense” situation in the title has a very attractive attribute.

"Disappearance" also has a 5-star appeal level.

"Trap", if you don't read this article, you will fall into it.

Revolution, whose life is it? Is it mine?

Someone's dead. Come and see.

Nightmare! So scary~

Fuck you, the end of the world is coming, no one can escape~

In general, in addition to online joke tellers, some serious journalists will also take the title-party route and use exaggerated words to describe something.

Especially when it comes to negative news, it is easier to use exaggerated words in the headlines.

In fact, this is no wonder. After all, God arranged people's attention in this way when he created humans.

The above is a great method of attraction - harm .

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Grandpa Deng said that science and technology are the primary productive forces.

wrong!

Being alive and staying alive are the primary productive forces.

To be alive is to " avoid harm " and to stay alive is to " reproduce offspring ". These two points are the primary motivation for engaging in productive labor.

How to use the instinct of "living" has been discussed above in the section on "harm".

And to stay alive is a matter of various sexual instincts.

The sales of the famous Playboy magazine have dropped significantly since it announced in 2016 that it would "completely stop publishing nude photos."

There was no way around it, as “nude photos” appeared again in March 2017.

I mentioned this example of Playboy not to encourage everyone to use nude photos as covers, but to illustrate how powerful the "sexual" instinct is. Don't get me wrong~

As for Durex in China, due to its inherent advantages in this area, it has come up with a variety of ways to play with sexual innuendo .

And if you look at the major content websites, you will see how rich the content is that contains "sexual innuendo" in the titles or pictures!

Some people may say after reading this that it is shameless to tell an adult story.

wrong! I use "sex" to solve the "seven deadly sins".

Sex is one of them, "lust" .

The other six deadly sins are: gluttony, greed, laziness, envy, pride, lust, and anger .

These seven deadly sins are seven behavioral patterns derived from human instincts. If a person's will is not strong enough, it is easy to commit this "sin".

And if these seven human weaknesses are included in the title or design, it can also lure readers into making "mistakes."

For example, the success of logical thinking is to take advantage of human laziness - people are too lazy to study hard, so let's listen to the so-called "essence" compiled by Luo Pang.

There are also various reading clubs, such as New World View , which all take advantage of people's laziness.

Mimi Meng is an expert at playing with the weakness of anger .

For example, the two famous articles "To the Bitch: Why Should I Help You" and "To the Lowlife: It's Not That I'm Too High-Profile, It's That You Have a Fragile Heart" really hit the G-spot of people's anger.

Proud : I am different from you. I am a well-educated person, and I will be more educated after reading this article.

Equally proud : I am just a college student, who are you looking down on?

Jealousy : Who looks ugly in school uniform? ? Who looks ugly in school uniform! ? Please explain it to me.

Laziness : You can get out of a kidnapping case with just one sentence, check it out.

Also lazy : I just want to buy some lipstick, now I don’t have to spend a lot of effort to choose, just buy these nine.

Greed : This is most common in many of the magic pill-like "online knowledge learning" aspects.

For example, I opened Himalaya and found such a course.

Change your destiny! 200 cheats!

When it comes to exploiting human weaknesses , you must not overdo it and be careful to strike the right balance, otherwise you’ll easily become an annoying clickbait.

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If a friend says:

"I'm going to tell you a huge secret, you must not tell anyone else..."

You reply “OK”.

Then your friend says:

"Forget it, I won't say anything more..."

At this time, will this secret linger in your mind for a long time and will you have the urge to kill this friend?

In the study of attention, there was an experiment:

The researchers recruited a group of volunteers and asked them to watch a series of television programs containing advertisements for beverages, mouthwash, etc., and then tested the volunteers' memory of the advertisements.

The results of this experiment are very interesting.

If the researchers forcibly terminated the playback of the advertisement four or five seconds before the end, the volunteers recalled more details of the advertisement.

and!

Two weeks later , the volunteers were still better able to recall details of the unfinished ad.

This is the power of To Be Continued .

This method is also used in many article titles or poster designs.

For example, the ellipsis school...

There are also some words that carry suspense functions in themselves.

Behind the scenes : It always gives people a sense of pleasure in peeping into other people’s private lives.

Secret Realm : Doesn’t it inspire your adventurous mood?

The man behind the scenes : There must be a story behind it.

There are also some other words, such as "mystery of ××", "black hand", "revealing the secret", "mystery", "secret", etc., which will attract people to explore.

This is the "To be continued" trick.

To summarize as usual:

The three tricks to attract attention that I talked about this time: danger, sex, and to be continued , were inspired by Robert Cialdini’s new book “Pre-suasion”.

In fact, in addition to these three tricks, there are other commonly used tricks, such as contrast, substitution, etc.

But since I have already written almost three thousand words, it is already the word limit for new media .

I will continue to share the other tips in future articles.