New Media Operation: Why is it that the 100,000+ accounts are always owned by others?

By analyzing 7 vertical accounts with high readership, totaling 50 articles, we summarized their writing skills and shared them with everyone so that we can grow together.

The 7 accounts are:

Write professional knowledge,

How to layout the article structure?

After reading these 50 articles, I found that most of them follow this format:

If the question raised is complex, break it down into several smaller questions and explain them one by one. This not only avoids managing complex issues and reduces the author's pressure, but also makes it easier for readers to read, so they won't forget the beginning after reading the latter part.

There are three types of questions to answer:

dispelling misconceptions, such as “rabbits don’t actually like carrots”;

Explain phenomena, such as "Why do cats fart?"

Explain concepts such as “What is self-discipline?”

Each class has a different structure:

1. Dispel misunderstandings

The commonly used structure is: describe the misunderstanding, clarify the misunderstanding, the harm of misunderstanding, and the reasons for the misunderstanding.

✎ Example: In the article “Real Questions and Real Answers: How was the story of “rabbits loving carrots” made up | Elephant Society”, readers are told that “rabbits don’t actually like eating carrots”. The structure of each section is as follows:

Describe the misunderstanding: Many people think that rabbits love to eat carrots.

Clarify the misunderstanding: Rabbits do not "love" eating carrots so much, and feeding them too many carrots can be harmful to their bodies.

The harm of misunderstanding: As herbivores, rabbits' digestive systems are not the same as humans'.

Reason for the misunderstanding: Bugs Bunny since A Wild Hare in 1940...has only been munching on carrots.

2. Explain the phenomenon

Usually three parts should be written clearly: the cause of formation, the form of manifestation, and the practical significance.

✎ Example: What? Cats and dogs are so cute, but they can fart? Still so smelly? ! 》, explaining why cats fart:

Cause of formation: Cats consume a lot of protein in their daily diet. Protein contains sulfur, which produces smelly gas after being metabolized by the digestive system.

Manifestation: A cat's anus is not as tightly closed as a human's, so in most cases, farts are silent.

Practical meaning: If your cat often farts loudly, or the frequency of farting increases significantly, it is not normal, so please go to the veterinary hospital for examination in time.

3. Explain the concept

To explain a concept clearly, we need to explain the following issues: define the concept, subdivide the concept, the causes of the concept, and the operational methods.

✎ Example: “I know I should be good to myself, but why can’t I do it? | About the Science of "Self-Discipline" explains "Self-Discipline":

Defining the concept: What is self-discipline?

Sub-concepts: Three forms of self-discipline: concentration, control of internal impulses, and delayed gratification.

Concept Cause: What makes us unable to control ourselves (why can't we be self-disciplined)?

How to operate: How to train your self-discipline?

No matter which structure is used, we must pay attention to the following two points:

1. Meet the actual needs of readers

Most readers read theoretical knowledge to satisfy their curiosity or solve practical problems. Therefore, after teaching the theoretical knowledge, extend it to practical problems as much as possible to increase the "added value" of the theory.

✎ Example: In "Bad breath is the pain of breathing. Is there any other solution besides not breathing?" In the book "Bad Breath", in addition to explaining the causes of bad breath, it also introduces methods to reduce bad breath, such as drinking tea and using mouthwash.

2. Simplify and discard theories appropriately

Many people (especially the big names) often fall into "pure theoretical analysis" when writing professional knowledge, using a lot of professional terms and describing theoretical processes. I enjoyed writing it, but readers were confused.

✎ Example: Why doesn’t the rice I cooked taste good? Isn’t it just putting it in the rice cooker and pressing a switch? In the article, there is a section explaining "What is the difference in taste between indica rice and japonica rice?" The excerpt is as follows:

As can be seen from the figure below, when the amylose content (AC) is less than 2%, the RVA curve is relatively smooth after passing the peak viscosity, and its reduction value and recovery value are very low, and the reduction value is negative; when the amylose content is greater than 12%, the reduction value and recovery value are significantly increased.

Before this text, a large number of professional terms have appeared, such as "disintegration value", "hot slurry viscosity", etc. After reading all this, it is easy for readers to lose patience when reading the above text.

Writing this type of article is not the same as publishing it in an academic journal, so the author has to consider: how deep the theory should be, what knowledge needs to be simplified, and what knowledge should be discarded.

After thinking about the above, you can determine the structure and general content of the article and start writing. At this time, in order to make professional content more attractive to readers. Some presentation skills can be used.

2. In order to attract readers,

What expression skills should I learn?

When writing about professional knowledge, whether the theory is easy to understand and whether the examples are appropriate determine whether the article can attract readers.

How to write theories and examples?

1. Write professional theories in popular expressions

When describing theories, it is necessary to strike a balance between professional terms and popular expressions to ensure the professionalism of the content while reducing the difficulty of understanding for readers. There are three specific methods:

1) After writing down the professional terms, explain them in everyday language

Explain professional terms in everyday language to help readers understand.

✎ Example: In "Mobile phone, do you feel sleepier the more you play, or do you feel more energetic the more you play?" 》, it is necessary to explain the role of "melanin", the article reads:

Melanin, a pigment deep in the retina, tells our bodies when to wake up and when to go to sleep. Even if your eyes are closed, light passing through your eyelids will allow retinol to successfully send out signals, letting your brain know whether it is sunrise or sunset.

Compare the professional explanation of "melanin":

Melanopsin plays a key role in synchronizing the body's biological clock with the external world.

After the comparison, you will understand the importance of everyday language.

2) Use a “conversational style” when converting different content

Sometimes, when writing theoretical content, you have to use a lot of professional terms, which makes readers feel tired after reading a paragraph. Therefore, before writing a paragraph of theory, use a relaxed "conversational style" to introduce, develop, transition and conclude, giving readers time to rest. Here are some excerpts from this content:

✎ Example 1: Then... then... then Doctor Ding Ding, is there any lung cleansing technology to clear the haze that enters the body? ("Don't expect pig blood to clear the smog in your lungs. Chicken blood and duck blood won't work either")

✎ Example 2: Now you can keep your results and look down. (《《Psychology｜Empathy is not pity, empathy is also a kind of ability》)

✎ Example 3: You understand the logic: Lack of sleep not only leads to a variety of chronic cardiovascular diseases. (You know the truth: Lack of sleep not only leads to a variety of chronic cardiovascular diseases,)

3) Professional knowledge, image summary

When summarizing, use a variety of rhetorical techniques to both summarize professional knowledge and help readers understand. Here are some of them:

✎ Example 1: To some extent, this type of bad breath can be understood as the odor produced by something "farting" in your mouth. ("Bad breath is a pain that can be felt when breathing. Is there any other solution besides not breathing?")

✎ Example 2: So, the best bathing temperature is probably the one that you feel is neither too hot nor too cold and is very comfortable. "Does the bath water have to be hot enough to wash clean?" Ah, you think you are...》

✎ Example 3: There is still a long way to go before Tiger is completely rehabilitated. Today, high-level officials who have been brought down are still called “big tigers” rather than “big lions.” When the Chinese leader visited France in 2014, he declared: "The Chinese lion has awakened, but it is a peaceful, friendly and civilized lion. ("Who will win in a fight between a lion and a tiger? | Elephant Association")

2. Choose appropriate examples to help readers understand the theory

1) When explaining theoretical concepts, examples should be contextualized

When explaining theoretical concepts, try not to list long paragraphs of terms, but choose examples with context to help readers understand.

✎ Example: In "Why do they have more than one soul? | Research: Everything You Need to Know About Multiple Personality, the author needs to describe the symptoms of multiple personality disorder. He chose to quote a book written by a patient and described the contents of the book to help readers understand the symptoms of multiple personality disorder:

In the book, he wrote that he was sometimes an adult man, sometimes a young boy, sometimes an adolescent girl, and even a primitive man who could not speak. These people shared the same body, but the voices, movements, and expressions of their speech were completely different, and he himself could not control the switching between them.

If the author lists a long paragraph of terms like the following, everyone's understanding of multiple personality will be confused:

Each personality of a patient with multiple personality disorder is stable, fully developed, and has its own thinking patterns and memories. The split personalities are all-encompassing and can have different genders, ages, races, and even species. They take turns controlling the patient's behavior, during which time the original personality has no awareness or memory of this time. (Content extracted from Hudong Encyclopedia )

2) Use examples that are familiar to your readers

Most readers are unfamiliar with professional content, and unfamiliarity will lead to instinctive resistance. Therefore, in order to reduce readers' resistance, use more examples that readers are familiar with, such as cartoons and screenshots of Weibo comments.

✎ Example: What is “ Imitation Chess”? Can it be used to defeat the mysterious Go AI "Master"? 》, the professional knowledge of Go "Imitation Chess" is discussed. This knowledge is very unfamiliar to most readers. In order to reduce the unfamiliarity, the author quoted clips from the Japanese anime "Hikaru no Go" when giving examples to facilitate understanding by Go laymen. The following is an excerpt from the quote:

Having more pieces in Go is not necessarily an advantage... Take this famous game from Hikaru no Go for example:

3) The same example, before and after comparison

When describing the significance of professional knowledge, use the same example to make comparisons and highlight the role of knowledge.

✎ Example: In "Want to become a winner in life by staying up late? You may need to know these first" explains the dangers of staying up late. When giving examples, the author compared the changes in Kai-Fu Lee’s attitude towards the issue of “staying up late”, showing the disadvantages of staying up late. Excerpts are as follows:

Before Kai-Fu Lee had health problems, he once said, "Trade time for talent." After he fell ill, he finally realized that people should not work too hard, and no matter how busy they were every day, they had to go to bed on time at 22:30.

The Elephant Guild has always been an expert in its use of language and choice of examples.

3. Last words

In this article, I analyzed how to write professional content in a popular and interesting way.

The method in this article is also applicable to similar audio and video. After reading this article, when you listen to "Yi Zhongtian Talks about the Three Kingdoms" and watch "Flying Saucer Theory", you will understand why they are so popular.

In fact, no matter what form of expression is used, if you want to explain professional knowledge to ordinary readers, the core is three things: professional competence, clear logic, and speaking in human language.

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The author of this article @插坐学院Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map