How to write the beginning of the article:
Condensed essence: You can make a high-level summary of the core points of the article so that readers can anticipate in advance. For example, you can write the content framework of the article at the beginning; you can summarize the core content or points of the full article.
Describe pain points: You can point out the pain points that bother readers, stimulate interest, and then expand the article step by step.
Create suspense: You can create suspense at the beginning, create contrast, or directly raise questions to arouse readers' curiosity. This is probably the most common opening form I have ever seen.
Famous quotes: You can use powerful quotes or famous quotes to directly set the tone of the entire article and immediately make readers nod and applaud. However, famous quotes are easy to find, but golden quotes are hard to come by.
Have a bowl of chicken soup: Similar to the golden sentence, saying chicken soup is also a very common way to start an article. Although readers are becoming more and more immune to chicken soup, you have to admit that good chicken soup can always make people scream and be emotionally involved.
Tell a story: You can tell a short story at the beginning. People who know how to tell stories never worry about not starting. It is still one of the most effective ways to attract readers to read, sometimes even one of them.
Be straight to the point: You can talk about something and express your views right away. It is simple and direct, not wordy or convoluted, just say what you have to say directly.
Introduce events: You can use a piece of news, personal experience or the latest hot spots to attract the user's attention, and then transition to the main text.
Tell me about a phenomenon: You can first mention a common phenomenon, or a phenomenon that appears suddenly, or a phenomenon that many people have not discovered yet, and then relate it to the main text. The more thoroughly you understand the phenomenon, the more amazing it becomes when you use it.
Fixed style: You can plan a unique opening based on your own positioning and tonality, and fix the style layout for long-term use. And every time you just change the keywords of different themes, such as "Hello everyone, welcome to listen to your moon, my heart..."
You can use these opening angles when writing articles. On the Internet, slowly and deliberately train and try to find what is most comfortable for you and most suitable for your readers.
You will also find that many articles with big Vs start like this, but they have already written it with ease. Behind this is the accumulation of time and understanding of readers.
Okay, now that you have an angle for writing the beginning, you already know how to start writing!
But how to write a better beginning?
There are 4 points that must be paid attention to:
01 Reject nonsense
If a user clicks on the title to open an article, he will take it seriously. Really enjoyed your article.
If you can’t arouse his desire to read at the beginning, seem clueless, and can’t get him to focus on the article, your users may have run away.
I was most afraid of writing the beginning. After reading it for a long time, it was all meaningless thoughts, but the really meaningful content was hidden in it.
In such a fragmented era, reading is all about scanning, and the eyes are faster than the brain, so don't ramble on, have opinions, questions, and stories, and upload the goods quickly.
Writing is for people to read. You must imagine that the reader is sitting in front of you and you are telling him what you want to say. You should write in the simplest, most understandable and most descriptive words, because no one will speak in a complicated and high-sounding way when speaking face to face.
Recommended method: After writing the beginning, read it a few times by yourself to refine and revise it; read it a few times by yourself again, refine it and revise it; find someone else to read it a few times, refine it and revise it.
02 The pace should be fast
Don’t procrastinate at the beginning. If you don’t know what you want to express for a long time, the readers will definitely lose their patience.
Just like many TV dramas, the plot of one episode has to be shot into dozens of episodes. Not only the viewers want to vomit, but the actors also act to the point of vomiting. I prefer watching American TV series. It’s not that big productions are brain-burning or anything like that. The most important thing is that the pace is fast enough and it’s fun to watch.
If your opening is as painful as constipation when you write it and is not hearty enough, then don’t expect others to enjoy it when they read it.
So, the overall rhythm at the beginning should not be too slow. You need to use a fast pace to mobilize the reader's excited heart and trembling hands, so that he can quickly get involved in your content. Just like a train, it accelerates from the beginning.
Recommended methods:
1) Use clear and short sentences to make the narrative compact;
2) Use more line breaks!
03 The point of view must be clear
Others can understand the words you write. This is basic and needs no further explanation.
But the more important thing is: others can get the point of view that your words want to convey.
Don’t let readers open your article and say “please start your performance”. After performing so hard, the readers will not know what your “program” is.
Views are attitudes, and opinions are explosive points.
If you don’t clearly explain what you are going to say in the connection, how can the reader continue to read it? There was no way he could guess!
Even the kind of videos where you won’t know the ending until you watch it, or the amazing twist articles where you can never guess the ending, they all have clear points of view in every part, just because they have clear points of view. , so the final ending is a turning point.
Therefore, when writing the beginning, the logic must be clear and the point of view must be clear, so that readers can get involved.
Recommended method: Pick out the most core keywords or key points in your beginning and see if they are talking about one thing.
04 Opening the Cognitive Gap
In the "Copywriting Training Manual" written by Joseph Sugarman, a legend in the copywriting industry, there is a classic view: all elements in an advertisement first It exists for one purpose, and that is to get the reader to read the first sentence of the copy—nothing more.
So, what is the purpose of the first sentence of the article? Just let you read the second sentence. What is the purpose of the second sentence? Right, let the reader read the third sentence...and so on.
In fact, writing articles is like this. Your content should constantly arouse readers' interest, continue to attract readers' attention, and make them read every sentence one after another and get deeply involved in it until they finish reading you. article. It's like riding on a slide and sliding to the bottom.
So, at the beginning, you need to open up the reader’s cognitive gap and stimulate interest. If you want to sell rice, you must first create hunger.
Create something that readers don’t know but want to know, and shape its importance. This is to open the cognitive gap. Make others curious about what you are about to say, and let readers have questions in their minds, which will create a desire to continue reading.
Recommended methods: often novel, confusing, anxious, worrying, attention-grabbing, subverting common sense, leaving suspense, and urgent It is a natural tool to open up gaps in readers’ knowledge.
Okay, now, there are directions and methods for writing the beginning of an article, and there are also precautions. Everyone can understand it, right?
Some people may have known it a long time ago if they thought it was ordinary at first glance. Written out, there is really nothing surprising about this.
There are even many people who just like to watch those miraculous techniques and do not pay attention to seemingly basic things at all, let alone practice them deliberately over and over again.
What’s interesting is that the biggest difference between the world’s top writing masters and ordinary people may be that they have mastered the most basic things very well. It’s not about too much effort, it’s about being precise. At least, I am far from enough!
Writing an article has never been so difficult or easy. The method is not difficult, but persistence is not simple.
Leo Burnett once said: "I have never seen any truly great advertising created without a shadow of doubt, a pile of wastepaper baskets, no exhaustion, no self-esteem. Angry and cursed."