8 tips for opening articles on public accounts that big Vs are using to increase the number of readers!

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First of all, what has the greatest impact on reading volume?

The answers will vary, but most people will quickly answer:

title .

So what is the second thing that affects the amount of reading?

The answers are more varied. In some cases, my answer is:

Beginning of the article.

You should know that users will not read your article carefully just because they click on the title. In most cases, that is not the case!

He may be talking to friends, eating, watching TV, walking on the road... and so on. Anyway, he is absent-minded and not focused.

If you bet on users reading your article immediately and very seriously, it will most likely be a failed investment .

Therefore, the beginning of an article is very important. It allows users to truly enter the article, arouse their desire to read on, and allow them to put aside other things and focus more on the article.

Once the beginning is good, it will directly affect the number and rate of article readings, and will also affect the increase in followers (how can people follow you if they don’t even finish reading it), and will also indirectly affect user interaction and content revenue.

So, how do you write a good introduction to a public account article?

Here I would like to share with you some of my thoughts.

1. About me

What are readers generally interested in? First of all, it must be related to him.

No era has ever focused more on "I" than this era. Self, individual, and personality have always been the characteristic labels of this era.

Therefore, you must let the reader realize in the first second that the content of your article is relevant to him and that he cares about it. There are too many irrelevant things, and he may not have enough time to look at them one by one.

People will always care about things that are related to themselves, and they won’t care about anything else you say. Therefore, if you want the content of your article to attract him immediately, "relevant to him" is definitely a good choice.

A study on the human brain also found that there is something called the hippocampus in the brain that automatically screens and filters the information we receive, and those information that are closely related to ourselves or form a contrast can often pass through the screening.

Others are automatically filtered out.

Although readers click on your article after filtering it through the "hippocampus" through your title, it will still be filtered again at the beginning of the article. Many articles are filtered here.

Therefore, whether it is a public account article, or our advertisements, videos, or sounds, you can first highlight the relevance to "him", and use more information within the circle of your target readers or familiar scenes.

2 Concentrated Essence

If your article is long, difficult to follow, or not very exciting to read, you can briefly summarize the main points of the article at the beginning.

By concentrating the essence, readers can have an anticipation in advance.

For example, you can make a good framework for the article at the beginning to make it easier for readers to understand; for example, you can summarize the content of the whole article, why it is said, and what you can get after reading it; for example, you can summarize the content of each part in advance, so that readers can read selectively...

For example:

Li Jiaoshou : "There are only four types of persuasive copywriting that can change consumers"

Li Jiaoshou's articles are generally dry, so he often gives a brief summary at the beginning of the article and summarizes it again at the end.

3. Describe the reader’s pain points and hit the reader’s key points

This is a very old opening format. The article begins by raising the pain points of the general public to stimulate interest, and then gives suggestions or solutions.

You should have seen this on the Internet, for example:

The public account won’t gain followers, oh, that hurts! what to do?
The product has no users and no traffic , oh, that hurts! what to do?
AI is going to replace human labor. Ouch! what to do?
50% of the advertising costs are wasted. Ouch, that hurts! what to do?

The general structure of such an article basically conforms to the SCQA structure proposed in the " Pyramid Principle ", that is:

S：situation, introduced by familiar situations and facts, and associated with one's own situation;

C: complication. The actual situation often conflicts with our goals. This is not feasible and that is not feasible either. This is where the pain point comes out.

Q：question, what should I do?

A：answer, our solution is...

This is a very common article writing routine, and it is also used in many speeches, advertisements, and trainings.

The premise is to build up the reader’s pain points and make him unable to stop!

For example:

Zhang Defen's Space: "Dear, please don't become a 'stock burden' for your partner"

Here, Teacher Zhang Defen constructed the social pain points of the "housewives" group at the beginning of the article. I believe that people in this group or people related to them will continue reading after seeing this.

This also involves a trick: "dividing the crowd", which has always been an effective means of building user pain points.

Here is another example:

Zhenghe Island: "85% of large companies die due to wrong decisions. What do Tencent, Huawei, and Alibaba rely on to survive?" 》

The article by Zhenghe Island points out at the beginning that "85% of the world's 1,000 large companies that go bankrupt are due to careless decisions made by their managers", which directly depicts the pain point of many Chinese entrepreneurs today: how to make rational decisions!

4. Create suspense and arouse curiosity

This is probably the most common article opening form I have seen, which is to create suspense, stimulate curiosity, and pique the reader's interest from the beginning.

No matter where you are, curiosity is a powerful driving force behind user actions. There is no way around it, because everyone is born with a curious heart.

If you pique my interest in something but only tell me half of it, I'm going to feel really bad.

For example:

Cicada Creative: " Douban 9.4, a rare documentary that should not be forgotten"

The opening of Cicada Creative doesn’t create suspense very directly, but it buries some attractive points between the lines, telling you without saying everything, so you will keep reading.

Here is another example:

Didi Chuxing: "This is the anti-chapter article"

This kind of interesting way of playing is also a way to create suspense and arouse interest. New things always arouse people's curiosity and make them want to try it.

Didi Chuxing has tried several new forms of articles like this one, and it seems the effect is good.

Of course, there is also a most direct way to arouse readers' curiosity - ask direct questions and stimulate curiosity.

This kind of content should be seen every day, and series of articles such as "why", "how" and "how to" have never fallen out of favor.

For example:

Durex : How reliable is your boyfriend? 》

Here, Durex arouses readers' curiosity by posting articles continuously, making people want to read on to find out the truth.

To be honest, her question made me want to know, "What is the definition of a reliable man?"

5 golden sentences to start and trigger resonance

Starting with a golden sentence is also a good way to start an article, because it can set the tone for the entire article from the beginning and it can easily resonate with readers and stir their emotions.

A famous quote can be an adaptation of a famous saying, a segment, or a joke. However, it is easy to write sentences, but it is more difficult to write sentences that can resonate with people.

So, golden sentences are hard to come by, and if you can’t hit the mark, it’s better not to write.

For example:

Ten O'Clock Reading : "Why are you so content with being poor?" 》

Many articles on Shidian Reading have a touching sentence under the picture. Sometimes when I forward the article, I actually use the golden sentence above.

Here is another example:

Goodbye, Venice

In my opinion, a golden sentence does not necessarily have to be short and concise. The opening line of Uncle Cai Tou's "The Past at the Edge of the Sink" is not a golden sentence in the traditional sense, but it is very touching to read.

6 Tell a story that appeals to both men and women

When I was a child, whenever the elderly neighbor said he was going to tell a story, we kids would rush over with our stools ready to gather around. No matter whether we could understand or not, we would listen with great interest and couldn't stop.

If it wasn't so late at night and their parents hadn't forced them to go home, they would probably have listened to it all night.

Our love for stories doesn't seem to diminish at all as we age. It seems that everyone around me loves listening to various stories, both men and women.

When it comes to writing articles, storytelling ability is definitely a killer feature in this era. It is still one of the most effective ways to attract readers to read, and sometimes even the only one.

Telling a story at the beginning is a common method used by many big emotional accounts, such as Mimi Meng , I Walk with the Wind, Hu Xinshu , Uncle Buer, etc.

For example:

Mi Meng: "You think sex education is too early, but rapists won't think your child is too young"

Most of Mimi Meng’s articles contain so many stories that they can almost be published as a series of books called “Story King”.

But to be honest, the visuals, sense of reality and shock brought by the story are really more powerful than simple text description or reasoning.

When it comes to storytelling, there are many ways to do it. Among them, creating contradictions and dramatic conflicts is a good method, because the suspense caused by contradictions and dramatic conflicts may be the best motivation for readers to continue reading.

For example, "a talented college student sells pork after graduation", "a primary school graduate with no formal education becomes a distinguished professor at a university", "he is less than 20 years old and is indeed the richest man in XXX area", "a handsome boy starts selling women's underwear" and so on, all of which are dramatic stories.

7. Get straight to the point and state your point

In fact, many self-media accounts now write articles without as many twists and turns as before.

Many people will start their article by talking about the topic, and tell everyone directly: what happened to me, what I want to say today, what my opinion is, what I think about XXX incident... and so on.

This kind of opening form is very suitable for this era of fragmented reading, because it is not wordy and tells readers what to say at the beginning, saving readers' reading time.

For example:

Luoji Siwei : "A checklist on how to become a good conversationalist"

Luoji Siwei's articles always start straight to the point without any dragging, and the overall article is not long, making it very smooth to read.

Here is another example:

Lian Yue: "Everyone owes Shanghai an apology"

Mr. Lian Yue’s article also directly stated his point of view at the beginning: "In fact, everyone owes the people of Shanghai an apology."

This opening is indeed very concise and clear, but very powerful. Think about it, whether you are from Shanghai or not, you will be interested in watching it. Why do we owe them an apology?

In addition, regarding the point of being straightforward at the beginning, you can also directly recommend suitable reading groups or remind readers of the knowledge/benefits that can be gained from the article at the beginning of the article.

8. Introduce a news or event

The role of news at the beginning of an article is actually very similar to storytelling. Although it is not as easy to touch emotions as a story, it is also the content form that readers can accept most.

Especially for content entrepreneurship nowadays, it is inevitable to follow hot topics, and most of the hot topics are based on a big news or major event.

Therefore, such hot articles usually begin with a brief introduction to the big news or event.

In particular, some news media accounts, local accounts, and life information accounts mostly start like this. Some self-media that specialize in news commentary also start by mentioning "what happened" or "recently, what happened."

For example:

CCTV News : "The identities of 14 victims of the Jiuzhaigou earthquake have been confirmed. A mother found her missing daughter on CCTV News"

On most self-media platforms ( Toutiao , Tencent News, NetEase News , Weibo, etc.), there are a lot of such articles, so I won’t go into details here.

That’s all about how to write a good introduction to a public account article.

Of course, the above techniques are not completely independent of each other. The beginning of an article may include several of them at once.

In addition, you don’t need to use every technique in the beginning. It is enough to use one or two well.

For example, most emotional public accounts start by telling a story, most news and information public accounts start by introducing a piece of information, and many practical public accounts start by describing pain points and hitting the readers' heartstrings.