Qinchen talks about whole-hearted copywriting

The famous Israeli writer Amos Oz said in the book "The Story Begins" that starting to tell a story is like telling a story in a restaurant Flirting with a stranger.

He mentioned Chekhov's novel "The Woman with the Dog."

The male protagonist Gurov in the story wants to strike up a conversation with a woman who has just arrived in the area. He was eating in the park, and the woman was sitting at a nearby table with a poodle.

He greeted the puppy affectionately, but when the puppy came closer, he wagged his finger to scare it.

Until the woman blushed: "It doesn't bite." Gurov took the opportunity to ask her to allow him to give the dog a bone.

So, the two people started talking.

This is how the story begins. Oz said that almost every story begins with a bone. Use this bone to tease the puppy, and then use the puppy to get close to the woman.

Qinchen talks about whole-hearted copywriting

This metaphor is really novel and fragrant. But every writer knows that if you want to find a good beginning, you really have to rack your brains and there is no romantic feeling at all.

There is a lot of knowledge behind the small opening. Now I will start from the reader’s psychology.

Use 5 methods to explain what kind of opening can grab the reader’s attention and make the article more interesting. Opening your mouth attracts people.

Qinchen talks about whole-hearted copywriting

Your ideal reader is probably like this: read the entire text carefully and word by word, and then like, leave a message, and comment , forward it to your circle of friends and groups, and recommend it to your friends for reading.

But in fact, 90% of the articles are clicked while waiting for the elevator, squeezing in the bus, or even squatting in the toilet.

In this environment, readers are left with an article. The time is only 3 seconds. If you don’t like the beginning, you will quit.

Qin Chen talks about whole-hearted copywriting

It’s quite sad to think about it. A team’s hard work for a day only wants three seconds of favor from others.

Let me share below the 5 ways I have summarized to write a good beginning.

People are not immune to stories. As early as the savage days, our biggest entertainment project is listening to stories around the campfire at night.

The advantage of telling a story at the beginning is that it gives readers a sense of involvement and reduces reading pressure, making it easy to read on.

In addition, if what you write is interesting or suspenseful, you can capture users immediately.

Almost 50% of public account articles begin with a story; for us novices in the early stage of writing, it is recommended to practice more writing at the beginning of the story.

Compare the following two examples:

It was a beautiful day in California on Tuesday, full of sunshine and hope.

This opening is so-so, neither exciting nor annoying to the reader. See how this compares:

It was a beautiful Tuesday in California, full of sunshine and hope, until Harry Lyon shot a man at lunch.

Qinchen talks about whole-hearted copywriting

A gimmick is designed here, and the causes and consequences of the incident will be described in detail below, with each link and climax.

A few sentences can arouse the reader's desire to read and make the reader unable to stop.

Do this, and your story is half done.

To touch one’s heart means to write about pain points to stimulate readers. Those sore spots that are scratched so accurately and hard, as if they could come out of a mobile phone, grab your collar and make you look down.

"Have you ever had an experience like mine?"

"I was chatting with a friend recently and came up with a confusion..."

Or by simply asking a question , point out everyone’s pain points and arouse everyone’s interest.

The first is to use big data and various indices: through data analysis such as Baidu Index, Sogou Index, WeChat Index, etc., to discover the pain points of users.

You can also search directly on Baidu. Keywords + trouble/pain/annoyance/tiredness... and other words like this. The higher the ranking, the higher the frequency of retrieval and the higher the attention.

Qinchen talks about whole-hearted copywriting

Observe the user’s detailed information, such as expressions, movements, wearing preferences and styles, speaking methods, communication methods, how to use mobile phones and various daily necessities .........

The more "little actions" of users are discovered, the greater the possibility of hitting the pain points.

For example, a friend of mine developed a skinless baked sweet potato and the business was booming. Because he discovered that many people would involuntarily show impatient expressions when eating roasted sweet potatoes because they found it troublesome to peel them.

It was this impatient little move that allowed him to successfully discover the pain points of users (eating roasted sweet potatoes without wanting to peel them) and made his first pot of gold.

Qinchen talks about wholehearted copywriting

Everyone wants to care about what everyone is caring about.

There is no doubt that hot spots can attract everyone’s attention, quickly grab readers’ attention, and bring their own traffic.

The human brain is numb to unchanging information, but is more sensitive to contrasting and changing information. So one of the best ways to grab attention at the beginning is to create contrast.

It’s almost like drawing a curve, with ups and downs.

Contrast can be a cognitive contrast. This technique is most commonly used by rumor-mongering articles. At the beginning, I will give you a point of view that subverts previous perceptions.

Did you know? Regular running can lead to sudden death!

The technique for creating contrast is: things the other party is familiar with + fresh information, such as "Top 10 misunderstandings about drinking water, 90% of people do it wrong", "Running frequently can lead to sudden death", etc.

Quoting famous quotes can solve the problem of trust and endorsement to a large extent, and movies and TV dramas are typically powerful weapons that use stories to export ideas.

This requires us to type more often and pick out good sentences when we see them.

Interesting and visual; use famous movies and TV series. Write down lines that inspire you and have some philosophy, as well as plots that interest you, and accumulate materials.

A few final words. In this article, I have summarized 5 ways to write a good beginning:

1. Tell a short story so that readers can take on the role of themselves

3. Introduce current hot topics and stimulate users’ curiosity

4. Create cognitive contrast, that is, familiar information + new things

5. Quoting famous quotes, movie plots and lines

I am Qin Chen, the founder of Quanxin Copywriting and the co-founder of Copywriting Space Station.

I will share with you more self-media matrix gameplay, personal branding and community monetization paths every day.