0 1. Proportion and weight of each part of the copy
02. The birth process of10w+explosive text
03. Immediate universal formula.
Then I will talk about it in detail, and my friends will take a small notebook and write it down!
0 1. Proportion and weight of each part of the copy
It is important to understand the weight of the copy. Some people think the content is good, but there are few hits. Some people have a high opening rate, but a low sharing rate. The first case is because the title is not good, and the second case is because the title line is not good. Knowing the weight of each part of a copy can help you design a more scientific and eye-catching copy.
The weight of copywriting can be summarized in one sentence: topic accounts for 50%, title accounts for 25%, emotion accounts for 20%, and node accounts for 5%. They are described as follows:
① The selected topic accounts for 50%. The question you have to think about is: what will users see! The selected topics are: topic, viewpoint, angle and presentation form.
Theme, for the selected theme. For example, a while ago, a new type of pneumonia was being discussed by the whole people. To write this topic, it will definitely be hot!
An opinion is your opinion on the topic. For example, you think the new pneumonia is caused by eating game. What's the difference between your copy and others' copy about boycotting games? This is something you should consider.
Angle, also take the new pneumonia as an example, some people will write about the spread of the epidemic, some people will write about the problem of resisting the game, that is, different authors have different perspectives on the same thing.
Display forms, including audio, text, pictures, etc. The question you have to think about is: What are you good at and what are the popular forms?
② Title accounts for 25%. The question you have to think about is: how to make people think of it at first sight. It's easy to ignore the topic, but it's definitely worth spending two hours thinking about. The title is like your resume when you are looking for a job. If your resume fails, the company will naturally not want to know you, no matter how excellent you are.
Along with the title, there is also the cover picture of the article. The official account of WeChat WeChat is an information flow, and the picture is very eye-catching. Visually flatter, single color blocks and pictures with people are more eye-catching!
Choose a good title and cover, and you will take the first step to victory.
Swipe to see more pictures
③ Emotion accounts for 20%. The question you have to think about is: can you poke the user's emotions and cause swearing? What you want to poke is: tears, pain points, laughter points, anger points, fear. To put it bluntly, it is human nature!
Generally speaking: positive energy, causing greater emotional fluctuations, is more likely to lead to bullying!
④ Nodules accounted for 5%. What you should think about is: What do you care about these days? In a word-the right time, the right place and the right people.
Give a chestnut:
When new pneumonia occurs, discuss pneumonia in an all-round way! At this time, your article will naturally attract attention. If you send an article about the new type of pneumonia after half a year, there is no gold content, so you can only jump in the street!
02. The birth process of10w+explosive text
We already know the weight proportion of each part of the copy, so how did 10W+ burst come into being? Undoubtedly, the explosive articles also consider the layout of the articles from the above angles.
① Direction of explosion topic selection. Explosions will fully consider the user's psychology when selecting topics, and there are three main topics:
Series of topics: suitable for major nodes or trying new content at low cost or cultivating user habits. For example, WeChat official account, a high-energy e-bud, a push column, e-sentence, usually push new entertainment ideas, this column cultivates user habits.
Cultivate user habits
General topic selection: in line with the positioning of official WeChat account, keep users sticky. For example, Dr. Lilac's push about health is a regular topic.
Hot topics: fast, grab attention or depth, and provide new knowledge. For example, writing about the new pneumonia after this year is not as fresh as when it first happened, but if you can provide new knowledge from a scientific point of view, the causes of popular science outbreaks will also gain traffic.
(2) The characteristics of explosion topic. The topic selection of explosive articles has the following three characteristics, and it is best to meet all three characteristics. Covering a particularly wide range of people. Anyone can talk about it, and anyone can interrupt the topic; Cover the circle. For example, the entertainment gossip in the entertainment circle will be searched as soon as it comes out; Whether it is worth sharing. Copywriting plays the role of social currency here. If I forward it, it seems that I have a good B case.
Give a chestnut:
It took Harvard 30 years to find the secret to keep women young and healthy.
This topic is very wide, Harvard, women, young and healthy, and all women are most concerned about it. And forwarding seems very fashionable.
B Yunnan people really dare to eat anything.
The key words of this topic, Yunnan people, eat, will only click into Yunnan people's food, and the coverage is very small.
3 explosion title features. Explosions usually have three characteristics: exceeding expectations. For example, Dr. Lilac's copy: Does the baby pee in the mother's womb? See this title and you will think, is it true? I really want to go in and see what happened! Attracting hot spots. With hot words, there must be traffic; Share the desire. For example, why do I take off the powder? Don't you have a little bit in your heart? Key words: powder removal, a certain point for self-media people who have a powder removal crisis.
4 explosive emotions. Positive energy, everyone loves. For example: me! Don't! Overtime! This person who has emotions in it and doesn't want to work overtime wants to see it.
⑤ Explosive nodule. Right time, right topic. For example: Taobao Double 12 is the most cost-effective? Come in and copy your homework! At the time of double 12, this article caters to the public psychology, and comrades who want to save money must have some points.
⑥ Degree of completion of explosion. The completion of the explosion is higher, which is embodied in the following aspects: people have nothing; Innovation in viewpoint and form. Make your copy more differentiated! People have my advantages: demanding and paying more! For example, the official account of WeChat, Planetary Research Institute, has a thorough study of geography!
03. Immediate universal formula.
Here is a general formula for writing explosive articles, which Xiaobai can learn: 10W+ explosive articles = topics covering most people+titles like dots at first sight+burning emotions at first sight.
Give a chestnut:
The murder of Dr. Wen Yang was a hot topic a while ago, so you can choose the topic: the murder of Dr. Wen Yang. There are two explosions here:
Who's Sun Wenbin, the healer?
First of all, this topic has covered most people and everyone can talk about it. In addition, there are emotions in it. Who is the doctor? Why did he do it? Arouse everyone's curiosity.
B worked hard for decades, but the patient's family died tragically. Who will be responsible for the victims of violence?
This article interprets this matter from another angle. Who's in charge? Is it the patient's family? Or the social medical system?
There is also a formula for "the title you want to click on":
At first glance, I want to order the title = with emotion/dry goods/suspense/understanding/hard words (numbers, extreme words, key figures, etc. ). Meet at least one characteristic.
Give a chestnut:
How tragic can A send WeChat hand skating be?
There is a limit word: WeChat hand sliding, everyone has experienced it!
B "I, with an annual salary of 60w, don't have any clothes above 100."
There is suspense. 600 thousand is a high salary. Why aren't there 100 pieces of clothes? Is it because of thrift? Or is there something else?
C for people aged 30, 100 suggestions.
Perception, 30 years old, the first batch of post-90s and post-30s in 2020; There are hard words, 30 and100; There are dry goods, small suggestions, useful and useless, take a look first!
Write it at the end
This road is far from Xiu Yuan, so I will look around.
When I first entered the business, I thought it was simple to write, add powder and operate. But now, I find that operation is never a simple matter! There is too much knowledge to learn, and what I see is only the tip of the iceberg, maybe less!
Let's call it a day. Come back when you are free.