Yangchun Baixue or Xialiba people: How to write grounded and convincing articles?

I will always remember the moment when I waited for the bus. Because of boredom, vitamin water, sitting on the steps, holding hands, saw the words on the bottle. This article is very special. It never occurred to me that my state in peacetime is different, and the original copy can be written like this. How boring is it for you to pick up the beverage bottle and start reading the ingredient list on it?

This is really an interesting experience. Later, it was found that each color bottle had different words on it, describing different scenes.

I have always believed that words are powerful. As small as a copy of selling goods, it evokes a certain feeling in the reader's heart, and he can't help but place an order in buy buy. A world-famous speech as big as "I have a dream" calls on everyone to act together and pursue a better world. The strength of this call comes from words. How to write convincing words?

The book How to Write High-conversion Copywriting is not only suitable for copywriting, because it does not have the basic knowledge of copywriting such as readers' needs and product selling points. From the psychological point of view, this book tells us why and how to write a convincing article that can trigger readers' action from two aspects: readers' mood and pleasure.

The reason why this book surpasses the level of ordinary copywriters has a lot to do with the author's professional background. Andy Maslen, the author of How to Write Copywriting with High Conversion Rate, was born in England and now works as a novelist. His professional background is varied: before becoming a full-time writer, he worked as a bartender, salesman and chef in Italian restaurants. Later, I worked in marketing, founded a company and published books on copywriting, including this book.

To write a convincing article, we should start with the limbic system of the brain and see what processes and reactions people experience in their brains when making decisions.

All decisions are emotional decisions. To understand the underlying logic behind it, we can start with some psychological knowledge.

Perhaps many people have heard of the book Thinking, Fast and Slow. It says that when people think and make decisions, there are actually two systems: the first is the fast thinking mode: what people blurt out without thinking depends on intuition and experience. The second system is the slow thinking mode: when making a decision, then make a decision after a period of careful consideration.

The so-called lizard brain is synonymous with system one, which is a more vivid and recognizable naming method. In other words, if readers' emotions can be touched, they will immediately open the lizard's brain and be more easily persuaded by our article. For example, many people say that what we buy is not a mobile phone, but feelings.

It's not just lizard brain. Even if you make a decision after careful consideration, it is actually an emotional decision. We believe that making a rational decision depends on collecting materials and then thinking and judging carefully. However, in fact, we are making decisions based on the feelings brought by these collected materials. Therefore, emotions are very important. Man is an emotional organism.

Even professionals are influenced by emotions and prejudices. In the novel Malicious, a bad guy did something in advance to frame a writer: falsely accused the writer of killing a stray cat. This misunderstanding makes the detective feel disgusted and hostile to the writer. Therefore, the subsequent framing is logical and becomes the corresponding seat. The writer was mistaken for the murderer.

Because of this little incident, the police had a bad mood and prejudice against the writer, and was finally convicted as the murderer.

2. 1 reader's thinking

Many xiaobai who just started writing articles will ask: I don't know how to express my emotions accurately? Some novice copywriters will also ask: what if I don't feel about the product I want to write? The standard answer to such questions is: Please stop expressing your emotions and pay attention to the readers' emotions. This shift in thinking is crucial.

Because they have been writing since childhood, they are all asked to describe their emotions and interests. For example, the most unforgettable thing, my favorite person. In fact, the foothold should be "the person you like" and "unforgettable things", not "me".

How did I begin to understand the reader's thoughts? I redefined the purpose of writing: First, I study, review and think for myself. Second, I hope to help other friends in order to improve my influence. In this case, writing articles, like producing products, should have a specific audience. At this time, we should think and write articles from the reader's point of view, instead of being complacent.

So we should consider the emotions of readers, not ourselves. Here we need to introduce two simple concepts: steady-state emotion and target emotion. Steady-state emotion is the emotion of readers before reading the article, and target emotion is the emotion that readers want to achieve after reading the copy.

2.2 emotional list

There is a very simple way to stimulate users' emotions: put words and short sentences that can stimulate readers' emotions in the title or text. This method is so simple, but very effective. If you don't believe me, look at this glossary, and you may even find that you have been passed by.

In fact, these emotions and the phrases and words that trigger them are easy to find on the website. You can see a lot of emotions by searching English emotion list. The author lists these emotions in the book:

First-level emotions (general emotions): happiness, sadness, disgust, anger, fear and surprise.

Secondary emotions (social emotions): lust, self-confidence, pride, embarrassment, jealousy, envy and guilt.

Three emotions (background emotions): excitement, happiness, calmness, depression, tension and joy.

I picked out some common short sentences from the emotional list given by the author. If you want to know more, you can find this book. In fact, we can often see these words. I find it easy for the author to walk with emotion before reading the article. It turned out to be because of these simple words. It turns out that our emotions are so easily mobilized by some words.

For example, when Li Jiaqi sells goods live, he will say some short but powerful catchwords: "Oh, my God! Oh, my God! Buy it! " . Therefore, there is also a popular saying in the Jianghu: "Heaven is not afraid, the earth is not afraid, and Li Jiaqi is afraid." In fact, Li Jiaqi knows a lot about women's psychology. Using words like "super beautiful" and "God" can easily arouse the emotions of the audience, and turn on the emotional switch bought by buy buy.

Because in the era of information flooding, readers' time is very precious. The scholar is the emperor, and the three palaces and six hospitals are waiting for him to turn over the brand. The fun of the article mentioned here is about the human demand for stories. How to write so that readers can't stop at the beginning, and they can't stop at the end, just like readers slide to the end on a slide. So, how to increase the fun of reading articles?

3. 1

Generally speaking, five factors affect reading experience: rhythm, rhythm, musicality, image and surprise. How to use these factors to increase the reading experience? The simplest and most effective way is reading.

Rhythm, for us, is rhyming and leveling. Throughout the ages, poetry, children's songs and jingles are all for the convenience of word of mouth. For example, many brands of slogan are also simple and easy-to-read short sentences. Therefore, advertisements are for viewing, not for viewing. For example, a young man who doesn't work hard is very sad; If you want money and fewer children, you should build more roads. Therefore, one way to write easy-to-understand and soothing works is to read and read other people's works.

Image, I prefer to do scene description. How to outline a specific scene with precise and short words? Chekhov said, "Don't tell me it's night, let me see the moon reflected on a piece of glass." . For another example, I found that one of the routines of "Seven Overlords Telling Jokes" is to scene an absurd and exaggerated thing to produce a dramatic effect and make people laugh.

Should universities offer compulsory courses in love? Sunspots told such a joke:

If the work is long, it may be necessary to create some surprises and surprises to attract readers' attention again. As for surprises, there are actually some phrases and sentences on them. In fact, what is used here is the method of mobilizing readers' emotions.

3.2 Language accuracy

Accurate expression with concise and accurate words is a skill that needs constant polishing and practice, and it is also a skill that can improve the reading experience.

First of all, many adjectives and adverbs are unnecessary. When using words to build a scene, try to use verbs and nouns instead of adjectives and adverbs. Words should accurately convey our meaning and arouse readers' emotional response. Instead of piling up meaningless rhetoric. If there are adjectives, then this adjective should increase the information content (such as endangered, red), and cannot exaggerate the effect and characteristics (wonderful, great).

For example, this passage:

How to train your language ability? Take the description of heron flight as an example. Suppose you haven't seen how heron flies, then open the video website, search for "heron flight" and watch the video. Then, find a reader who has never seen herons fly, and describe how herons fly to him until he understands.

Another method is called 20: 80 description and 80: 20 description. Find something, put it in front of you, observe it for two minutes, then describe it for eight minutes. Then, put this thing in front of you, observe it for 8 minutes this time, and then continue to describe it for 2 minutes. Then compare the two versions. I think we can see some differences. Using these methods to practice writing, I think we should make rapid progress.

In a word, how to write a book with high conversion copy is not limited to copy. To write a convincing article, it is generally necessary to consider the reader's emotions, improve the language expression ability and give the reader a sense of pleasure. In fact, writing articles requires not only these skills, but also training one's expressiveness and persuasiveness in life, even when one needs to communicate with others. Writing a persuasive and good article is also the polishing and cultivation of the individual's underlying logical thinking ability.