Once there is a contrast, there will be harm. Especially people around you will remind you. For example, getting married, having children, buying a car and buying a house and other things that indicate the economic situation. Therefore, we can explore the pain points of users from the aspects of life, economy and emotion, and give solutions or provide some help.

For example, this article "Middle-aged people, if they still can't mix well, stick to these three directions, and will soon catch up", watching friends and family buy a house, buy a car, get married and have children, but they can't mix well without doing anything, which is a big pain point for middle-aged people. Then there will be many users clicking in this situation to see how they can change.

2. Pursuing social identity

When people solve the lowest-level needs, other high-level needs will appear, such as self-identity. Everyone hopes to gain a stable and higher social status, hope that their efforts will be recognized by the society, and hope to gain the trust, respect and praise of others.

So we can think about what the user has paid, what he wants to get by paying, what we can provide to the user, what the user's current identity is, what identity or image we can help him strengthen, and so on.

For example, this article "Don't let people treat you like a soft persimmon, remember these four tricks, not only not being bullied, but also showing high emotional intelligence". Everyone wants to be recognized by others. Naturally, I didn't want to fight back when I was bullied, so this article was read in a few hours 10W+.

3. Anxiety caused by self-esteem

Self-esteem is a kind of psychological state of respecting oneself, maintaining one's personal dignity, not allowing others to insult and discriminate, or unwilling to lag behind, unconvinced or even unwilling to admit defeat due to the gap between people.

Then, we can think about it. Compared with what kind of people, users are most likely to have a psychological gap. What is the reason? What can we give him to come from behind and turn defeat into victory?

For example, this article "Why do leaders crowd out employees who have contributed, and deliberately leave those who muddle along?"? The reason is really dark! It is easy to cause contrast, and many employees will feel it deeply. They all worked hard and created value for the company, but in the end they were pushed out by the leaders, and their hearts were very uneven.

4. Product selection is difficult.

Many people are afraid to make choices, one is because they dare not bear the adverse consequences after choosing, and the other is because of the homogenization of products.

Then, we should think about what advantages we have compared with our peers and what problems we can solve for users. How can we reassure users to the greatest extent?

5. Gratitude and feedback psychology

"Life is bitter, but you are sweet." This sentence was very popular on the Internet before, and it also reflected that everyone has many sad times in his life, and the care and goodwill of people around him are precious. Then, we need to think about who the target users need to thank, parents, friends, leaders, society or who.

For example, why do I work hard because my home is expensive (in my heart) really hit everyone's heart like a title. Usually I don't think money is very important, so I work casually, but when you find that money is needed at home, you know that you really need to work hard.

6. Learn from your mistakes.

Nowadays, people are very smart and calm, and they really "learn from a painful experience" instead of "forget the pain after getting over the scar". The "graben" part still hurts. Then, we have to think about what things, people are easy to hurt users, and what solutions we can provide.

For example, in this article, "Dealing with villains, the two most effective and labor-saving tricks, if you use villains well, you will never dare to calculate you again", villains are the pain point of many honest people in the workplace. After reading this article, you will think of the pain of being bullied by the villain and the determination to resist the villain extremely.

7. Social identity

"I have become the person I hate" and "I want to be the kind of person who does everything quietly" Everyone should have seen a lot of this situation. People who want to be-people who are afraid to be-are also pain points. Then, we need to think about what kind of people users want to be and write what kind of people we can help them become; Of course, you can also write what you can't do, otherwise you will easily become the kind of person you hate.

For example, the lower the emotional intelligence on the wine table, the more they will say these three sentences. How much do you think you won? No one wants to be a person who is hated by people with low emotional intelligence, and wine table etiquette is a part that people in the workplace should know, so many people will click when it is sent out.

8. The nature of greed

From the perspective of two-factor theory, the factors related to people's dissatisfaction include company policies, management measures, supervision, interpersonal relationships, material working conditions, wages, welfare and so on.

When these factors deteriorate below the acceptable level, there will be dissatisfaction with work. However, when people think these factors are good, they only eliminate dissatisfaction and will not lead to a positive attitude becoming a health care factor. We can know that human nature is greedy. If there is one candy, we hope to have two. If there are two sweets, we hope to have a car and a house.

Therefore, everyone wants something that can save time and money. Articles that push to improve work efficiency and pay attention to the lottery opportunities of WeChat official accounts will also be read at high volume.

9. Almost

Sometimes a lot of things may come true soon and almost fail. Then, we can think about what users want to achieve, or what details will have a great impact on them if we don't pay attention. The topic selection starts from these directions.