New media operation: These 5 methods will teach you how to write an eye-catching introduction!

What does a bad beginning look like?

Before we talk about how to write the beginning, let's first discuss what a bad beginning looks like. By avoiding these bad beginnings, we can better write articles that users are interested in reading.

Bad beginnings usually have these characteristics:

1. Only for a single user.

2. The answer is irrelevant to the question and has nothing to do with the issues that users care about.

3. Just talking to yourself, regardless of whether the user can understand you or not.

The result is that when you write an article in this way, users cannot understand what you are saying, cannot feel the potential of the copy, and have no desire to read on.

Next, I will tell you 4 ways to quickly attract users' attention at the beginning

1. Identity Law

1) Identity label + scene recognition

The identity recognition method refers to attracting the corresponding group by describing the identity labels or scenes of specific people, helping them to identify themselves and making them interested in watching.

The identity or scene described can be one's own, a friend's, a hot figure, or a target user.

2) What are the identity tags?

Universal identity status that can be regarded as identity labels, such as age, education, salary, social role, etc.

Example: born in 1994, 23 years old, monthly salary 8k, no house or car, pregnant, civil engineering, changing careers, single, etc.

Purpose: These labels express identities that many people have, or aspire to have. Users can judge from the tags whether the copy meets their needs and whether it contains the information they want.

3) What are the scenarios?

The environment, location, psychological activities, etc. can all be seen as a scene built for a specific group of people.

Examples: crowded subways, overtime work, outside Beijing’s Fifth Ring Road, and frustrating queues.

Function: Create a scene so that people in it can naturally resonate with it and click on the content.

Example

Generally based on identity label + scene recognition:

A single woman born in 1994, she came to Beijing from the countryside alone. She gave up her civil engineering major that she had studied for many years and tried to make a living alone in Beijing. Her monthly salary is over ten thousand yuan, which is not as good as others but better than most. Although it is embarrassing, she feels very motivated.

For non-English majors, students are required to pass CET-4 and CET-6 in one go at university. I relearned spoken English for work and travel, and started using 42 spoken English apps one after another. Here, I would like to recommend a number of oral English apps that I have personally tested, which are easy to use and interesting. They will help you get started with English within 2 months and have smooth daily communication with foreigners within a year.

There are also openings that are based on single scene identification:

Question: "How can I significantly improve my English listening skills within one month?" 》

Beginning: Many of my friends have had this experience: you meet a foreigner who wants to ask you for directions, but you don’t understand and can only say sorry and smile as you pass by. Next, I will recommend a practical method of intensive listening + extensive listening to everyone, so that everyone can improve their listening skills in one month and have a pleasant conversation with foreigners.

Question: What are some useful mobile photo editing apps worth recommending? 》

Introduction: Do you have a lot of photo editing apps installed on your phone, but the photos you take are still dull? Whenever your friends post good-looking photos, you privately ask them what photo editing app it is, and then you find that the photo is there on your phone, and you wonder why you can’t edit it to such amazing effect? Why do other people look like they are walking on the Victoria's Secret catwalk when they pose casually, but when I take photos of myself, I look like a 5-foot-tall mess in the wind...

4) How to use this method to write an introduction?

Take Zhihu as an example

Step 1: What questions are suitable to start the scenario identification method?

There are not many restrictions on the choice of questions. The identity method is particularly suitable for questions related to experience, status, and knowledge/experience sharing.

Example

What is it like to get teeth straightened (with braces) after the age of 25? 》

What is it like to be still unmarried at 30? 》

How can young people live a refined life? 》

"How to significantly improve English listening skills within one month?" 》

◆ ◆ ◆ ◆ ◆

Extracting user identity tags

①Analyze the identity tags of the top answers to the question;

② Analyze user comments under highly-rated answers to extract users’ identity tags and needs.

◆ ◆ ◆ ◆ ◆

Explore your own writing identities and scenarios

The following can be written at the beginning of your story: age, gender, graduation school and major, city, job, salary, living status, feelings, interests and hobbies, values, etc.

example:

Mom, traditional enterprise, worked for 9 years, ready to resign, civil servant, public institution, struggle, stability, precarious situation, go to get off work and get off work on time, weekends, annual salary, national holidays, blind dates, salary, benefits are to be enjoyed after retirement, ambition is determined by the leader, status is a gift from background.

Edited

Match the user tags you have extracted with your own identity tags and edit them into a text. Avoid simply piling up tags. There should be a main idea, smooth logic, and fluent language.

example:

I am a mother who has worked in a traditional state-owned enterprise (iron rice bowl) for 9 years up to this year. This year I am ready to resign and look for a second career. State-owned enterprises are similar to civil servants and public institutions. Once you enter the palace, it is like entering a deep sea, and from then on, struggling is just a passing thing. The advantage is stability, no need to worry about your future; you can go to get off work and get off work on time, and you can take all the weekends, annual leave, and national holidays, and travel with your family; these are the hardware advantages of blind dates. However, salary is only enough to support yourself, benefits can only be enjoyed after retirement, ambition is determined by the leader, and status is a gift from background. So, it doesn’t matter where you work. What matters is what kind of work and life you want to have.

Error demonstration:

I am a mother. As of this year, I have worked in a traditional state-owned enterprise for 9 years and I am ready to resign. I used to be a civil servant and worked in a public institution. I want to strive for success, but now it is too stable. I get off work on time. I want to find a job where I can strive for success...

What you need to pay attention to here is not to be mysterious, to lay the groundwork for too long, or to ask too many questions, so as not to exhaust the user's patience.

2. Viewpoint Method

Be clear and direct at the beginning, stating your core opinion on a problem or giving a solution directly.

Difficulty: It requires high user insight, and requires combining topic selection with material collection skills to fully investigate and grasp user needs

Note: It is best not to choose the "You are fine, I am fine, everyone is fine" point of view, because it looks very plain and is equivalent to saying nothing.

3. Interest method

Throw out the benefit points at the beginning, or put the copy catalog in the front, so that users can get what they need.

example:

This is a photography guide for straight men. I can't guarantee that you will become a photography master after reading it. After all, 99% of talent still needs 1% of effort. After reading it, your girlfriend will definitely stop calling you a straight photographer, and you who are single may soon have a girlfriend.

Believe me, if you listen to English according to the method in this article, you will be able to understand foreigners' conversations in one month. The article is long, but the method that the answerer personally practices and promotes is worth reading carefully.

Note: The copywriter must deliver on the promise and not be a flashy "opening party".

4. Accidental reversal method

This is common in plot-based articles, where the climax and reversal part is extracted to the beginning to attract the user's attention. This is consistent with the principle of the title.

5. Other methods

The data method, symbol method, suspense method, question method, exaggeration and emphasis method, and scarcity method mentioned when creating a title are still applicable to the writing of the beginning of the copy.

Well, that’s all for today’s sharing of useful information.

actually,

The techniques at the beginning of the article are similar to many copywriting methods.

Don't worry too much.

Skills are dead, people are alive.

There are also many variations in actual application.

Therefore, mastering the underlying thinking of skills,

That's what we should learn

Author: Xiaomin

Source: WeChat Business Copywriter Helper (ID: hzwya8866)