1. What are the techniques for writing copywriting for new media operations?

There is a very practical principle called the CBI principle

C: Connection is necessary for a good copywriting It is closely related to users. For example, if your users are local users, then your copywriting must be related to the local area. If your users are female, then your copywriting must be related to women.

B: Benefit Your copywriting must have very clear benefit points to impress users. Otherwise, why would people be attracted to your copywriting? For example, if someone sells slimming tea, his copywriting will definitely have obvious benefits such as making you lose weight, so that users can feel that they have benefited, no matter what aspect it is.

I: interesting and interesting It can be divided into many types, which can be pain points or interesting points. Some fresh, vivid and interesting copywriting will definitely be more popular with users than a boring copywriting.

Welcome to follow my official account: 28 Elite Club. These are some simple examples. In fact, more points can be subdivided under this principle. However, although there are many techniques, you still need to practice more. Behind any good copy is written after a long period of practice

2. How to write new media copy

1. Clarify the purpose of writing the copy. Clarify the main purpose of this copy writing: is it for brand communication, to increase product sales, or to conduct Promotional activities.

Depending on the purpose, the ideas and methods of copywriting are also different. If the purpose is to spread the brand, the overall copywriting needs to think about how to make the copywriting content conform to the brand style and arouse buzz; and if the purpose is to sell, the copywriting needs to think about how to make people feel needed and generate trust. One is buying something instead of buying a competitor’s product, and being able to take immediate action to buy it.

If you are conducting a promotional activity, you need to think about how to make people feel that the activity is attractive and worthy of participation, and the threshold for participation is not high. For new media copywriting creation, look to the Youji platform, with more than 3,000 new media copywriting workers online.

2. Create a copywriting creative brief. A copywriting creative brief is also called a creative outline. It is mainly used in advertising companies to guide the creativity, writing and production of articles. But for corporate copywriters, setting out the copywriting creative brief yourself is beneficial to the final product of the copywriting.

The creative briefing for copywriting mainly aims to sort out three questions: To whom? say what? Where to say? Copywriting is like daily communication. Depending on the target, the content or form of the communication conversation will be different. These are also the three key questions that need to be clarified in the early stage of copywriting. Only by clarifying these three questions can copywriting have more direction.

(1) To whom: Who should this copy be written to, that is, an analysis of the target group. From the perspectives of behavior, geography, demography, and consumer psychology, who are potential consumers and what typical personality characteristics do they have? (2) What to say: On the basis of "who to say it to", consider "what to say" and how the copywriting can convince the target people to trust and perceive the promoted content.

This requires digging deep into your own selling points and comparing your competitors’ persuasion strategies (you must consider how we make consumers feel that our goods, services or services are valuable when consumers are faced with multiple choices. The brand will be better than its competitors), and on this basis, the persuasive points of its own copywriting can be extracted. (3) Where to say: That is, choosing the right media and the right time to publish copywriting according to the crowd. Sometimes different forms of copywriting content will be released according to different media.

Some companies will have a long list of copywriting creative briefs, while others will be relatively simple. The copywriting creative brief mainly contains the following three parts.

(1) Target description: briefly and specifically describe the purpose of the advertisement or the problem to be solved, including product or brand-related names and specific target consumer descriptions.

(2) Supporting explanation: Provide a brief explanation of the evidence supporting the product’s selling points.

(3) Brand characteristics description or brand style description: a description of the brand's own style or the brand value it hopes to convey. Example: Checklist of advertising copywriting ideas for Taylor Guitars.

(1) Objective statement: The advertisement makes consumers who have high requirements for guitar sound quality believe that Taylor guitars are a unique and high-quality musical instrument, and can persuade them to give priority to purchasing guitars. Taylor Guitars. (2) Supporting Notes: Taylor guitars are handmade from the best wood currently available, which ensures the guitar produces beautiful tone.

(3) Brand characteristics or brand style description: The advertising tone of Taylor Guitars should convey the value of high quality and sophistication. After copywriters understand the basic work items, they need to dig deeper.

The more you know about the corresponding items on the list, the better, especially the “to whom” (target audience) and “what to say” (competitor analysis and persuasion strategies) parts of copywriting The most important job before. 3. Creative writing output of copywriting. After clarifying the purpose, target group, competitors and own selling points of this copywriting, find the problems that need to be solved in this copywriting, combine the characteristics of media delivery channels, and then conduct creative thinking , and finally complete the writing output of the copy.

4. Copywriting review Review is to sort out and summarize the work that has been done again. The advantages and disadvantages of copywriting work can be summarized through data and feedback from target groups.

The advantages can be maintained, while the shortcomings need to be further modified and improved and retained for reference when writing copy next time. 3. How to write new media copy

It was hard to come up with a perfect title, and the article had a good open rate, but the readers ran away after reading the beginning!

What is this experience?

If you still don’t know how to write the beginning of a new media copy, you can spend a few minutes reading this short article.

Not much to say, practical and actionable!

Regarding how to write the beginning of an article, there are some very practical perspectives:

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 immediately. 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 topics to attract the user's attention, and then transition to the main text.

Talk 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 I just change the keywords of different themes, such as "Hello everyone, welcome to listen to Your Moon My Heart."

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You can use these starting angles when writing articles. Slowly and deliberately train and try them to find the ones that are most comfortable for you and most suitable for your readers.

You will also find that many articles with big Vs start with this, but they have become comfortable in writing. Behind this is the accumulation of time and understanding of readers. 4. How can new media operators improve their own skills? Copywriting ability

1. The purpose of copywriting in the Internet era is to achieve the effect of "wanting to read - want to collect - want to forward". Copywriting creation needs to be more personal, social and entertaining. .

The author needs to start from the brand positioning, give the brand personality and character, speak to the users in the tone of the friend at the next table, make them happy and stimulate their desire to participate. Therefore, user portraits are the top priority. .

2. Copywriting has a very obvious goal. Most copywriters are essentially commanders sitting behind the keyboard. They need to tease out motivations, elicit needs, give solutions, and convince users. How to convince? What?

3. The first step is to create a scene to induce demand. Let the user feel obvious lack and tell him why he needs to read this article. The common reference formula for inducing demand is: "How to get it." "What are the benefits?"

4. The second step is to meet the needs and position the copy as a solution to the problem. Tell users that reading the article can satisfy most of their needs.

5. The third step is to prove the efficacy. Copywriting is the product. It is necessary to point out and give actual benefits, such as using user testimonials, comparing with competitors, using high-quality witnesses to testify, emphasizing the number of forwards and benefits of the article on other platforms. people, real information, etc.

6. Proof of effectiveness is often based on the ELM rule of thumb, combining the central path and the peripheral path to persuade users. That is, the central path uses logical reasoning and in-depth thinking. Instill various facts, data, evidence, certificates, research reports, etc., such as McDonald's copywriting: Billions of burgers have been sold. The peripheral path requires the use of language skills to stimulate the user's emotional response, such as using pleasant words. Ideas, positive images, or associations generated by hints, etc., to persuade users.

7. Generally speaking, it is best to start from the outside and establish an undoubted image in the user's mind. Then use the central path as the support of facts and data to effectively support the core point of the copywriting, and finally add some sensationalism, that is, establish friendship-make sense-play with feelings. 5. What are the methods of writing explosive articles in new media?

New media explosive article writing methods can start from the following aspects: Position yourself well ① If you have your own skills, or are excellent and outstanding in a certain aspect, you can position your field as The field you are good at.

② If you don’t have the skills you are good at, then you can do some research on which self-media platform is better for writing and reading more. (After all, we have to consider all profits) After finding materials and positioning ourselves in the field we are about to write about, we will start looking for the materials we want to write about. First of all, if this field is what you are good at, then you can follow what you are good at. Writing, if it is not your area of ??expertise, then you have to look for material.

The title of the explosive article. When you have written an article, then you have to think about a name and give your article an attractive title. How to name it, you can Look at the major self-media platforms to see what people who are traveling with you have written. Of course, you have to find the title of a popular article on other platforms and draw the essence from it. All the text aspects of the article have been solved, and the only thing left is how to match the pictures. Go online to find a picture that is similar to what you wrote, and the picture should have an eye-catching effect.

Publish When you publish an article, it will be reviewed, so you should pay attention to the time when publishing. More systematic study is essential, and you can learn about China Public Excellent Employment.

6. How to write a so-called new media article

A good copywriting has several elements: 1. Title 2. Beginning 3. Whether the content can impress readers (target audience). The following is a school to teach you. How to write a good beginning of an article. If you want to know more about copywriting planning, please pay attention to the public account Banban School.

1. Present the benefits and tell readers what they can gain. People’s reading behavior is purposeful. As the saying goes, “If you don’t have benefits, you won’t start early.” It is a good choice to get straight to the point in the article and present the benefits. . If the interest point of the article happens to be the reader's interest appeal, then he will definitely continue reading.

For example: In high-end business districts, luxury cruise ships, and oversized private rooms, you can eat delicious seafood for only 3 yuan. This kind of copywriting has a clear interest point at the beginning, is divided into paragraphs by sentences, is concise, and highlights the key points, which is in line with the public's paragraph reading habits.

2. Create a hanging chain to whet the reader’s appetite. This is a technique commonly used in the copywriting process. I deliberately don't tell you everything. I want to say it, but I don't want to say it.

Arouse the reader's interest, make the reader eagerly expectant and extremely concerned, and make them want to continue reading. For example: 3. It is also smart to expose embarrassing things and close the distance with readers. By telling some things that happened to you, you can either arouse the reader's empathy or make the reader laugh. This kind of emotional expression is easy Close the distance between public accounts and readers.

For example: 4. Create a scene to give readers a sense of involvement. What kind of scene is it? Time, place and people. The method of creating scenes can bring readers into an "immersive" feeling.

But this scene-based question and answer format is very immersive. 5. In summary, there are three benefits of using the first person to talk to readers: ① It makes readers feel like they are on the scene; ② It makes readers feel real and narrows the distance between readers and public accounts; ③ It is colloquial and gives people a sense of authenticity. A friendly and readable feeling.