How to write an attractive circle of friends?

The topic of the article is well chosen and the material is well prepared, but once the article is published, it will face the dilemma of no one cares.

I don't know at this time, have you ever thought that there is something wrong with the title of your article?

Today, Shi Wen carefully listed the basic writing methods of five titles for everyone. I hope that after reading this answer, your article will no longer be buried because of the plain title.

1, the underlying logic of headline writing

To write a good title, we must first understand the reading habits of readers.

Normal people's reading speed is 5 words/second, so it takes only 4-6 seconds to read a title completely.

In the dialog box, the title of WeChat service number can display at most 17 words.

The title of the WeChat subscription number displays up to 34 words, and the second article displays up to 28 words.

The title of the circle of friends can display up to 28 words.

The title of Baidu search results shows up to 30 words.

The title of today's headlines shows up to 38 words.

Of course, there are more platform titles, but no matter what platform, most titles are limited to 40 words.

Seeing this, do you think that the number of words in the topic is so limited that you can't start at all?

But the reality is! !

Readers usually only capture the keywords of interest in the title, and even these 40 words may not be fully understood.

So at this time, only when our title makes users feel "related to me" and "interested in me", the copy will be easier to open.

The headline pressure is so great that even the existence of the headline party seems reasonable.

But of course, our goal is not the title party, so when starting a title, we must follow two basic requirements:

The title revolves around the theme and theme of the copy.

The theme and theme of copywriting are copywriting goals and copywriting selling points.

This is the fundamental logic that we can't be an undisciplined title party, but we can also produce good titles.

2. Five hard skills to attract users' attention

Logic is not enough to write a good title. We need specific methods.

So, not much to say, let's take a look at the specific methods of writing the title of the explosion! ! !

① Identity method

"Identity method" refers to the use of people's sense of identity, calling these people by their first names, attracting their attention, making them realize that the article is related to themselves and generating reading impulses.

For example:

Don't teach children English! Everything you teach is wrong! (Parents must watch) "

"Why do people in China like to drink hot water so much? 》

My civil servant classmates who never pay the bill.

Among them, parents, citizens and civil servants are all sensitive topic words in our daily life, so once they are pointed out, users can have a direct feeling of "I am talking about you, without doubt".

Once this matter is "related to me", it may trigger the impulse of users to open the article.

② scene recognition method

"Scene recognition" means that by constructing a scene, the same group of people are put in the same scene, which naturally produces an emotional buzz.

For example:

After I cut my hair, I cried.

"You are no longer in my heart, really."

In Beijing, 20 million people pretend to live.

The atmosphere created by these headlines, such as "I cried after cutting my hair", "I was lovelorn" and "pretending to be alive", often reminds readers of their current life situation and touches their mood, thus completing an emotional and identity recognition.

The scene recognition method can be said to be an advanced version of the identity tag method.

It delineates people with the same label by simulating scenes, and triggers their emotional identification through specific scenes.

③ Viewpoint method

The characteristic of "viewpoint method" is to point out a viewpoint or truth for everyone to implement in order to attract everyone's attention.

For example:

"Hard work is the best life when you are young" —— For the little white collar who just started in the workplace.

"There is no social phobia, because you are ugly, poor and stupid, and you mix badly"-for young people who have no money to mix badly.

This view will be particularly easy to cause the sound of values and emotions to a certain extent, but the viewpoint method also has its own limitations and difficulties.

Restrictions:

A. The viewpoint method must have a high generalization ability, and it must be able to sum up the viewpoints in the article into special highlights, and it will have an impact if it is placed in the title.

B. Views should not be too mediocre and peaceful, lacking impact, but they should not be too extreme and challenge the public bottom line.

C. Any viewpoint has its own scope of application and cannot be applied to everyone, so you must also be clear about the applicable crowd of your viewpoint.

For example, as we mentioned earlier:

"Hard work is the best life when you are young" —— For the young white collar who just started in the workplace.

"There is no social phobia, because you are ugly, poor and stupid, and you mix badly"-for young people who have no money to mix badly.

④ Interest method

The fundamental feature of the "benefit rule" is to give users relevant benefits in view of the weakness of human nature, poke the pain points of readers with benefits, let them notice you, and let readers be attracted to success.

Weaknesses of human nature include: arrogance, jealousy, anger, laziness, greed, lust and gluttony.

Arrogance, jealousy and anger can all be accomplished through the above-mentioned scene description.

For example, "why does he earn five times more than me" and so on. Through conspicuous words and descriptions of scenes, users' emotions can be released.

As for lust and gluttony, we don't recommend it to novices, especially the size of lust is difficult to deal with, and there is a danger of being labeled if it is not written well.

So the weaknesses we recommend are laziness and greed.

lazy

Laziness is a sharp weapon to reach out to the party. People who don't want to do it themselves but want ready-made goods.

For such a group, we can package all the needs at one time as much as possible to meet him.

The most common way is to count articles, because counting articles is for the convenience of these lazy people, which is the biggest selling point of counting articles.

Of course, the biggest selling point should be extracted from the title. So:

How to get the reading volume of 10w+? Apply the 14 template directly.

12 minutes takes you through the three-body of 90w characters. 90w words can be read in no time, which is too labor-saving.

greedy

Greedy desire is often to take advantage of petty gain, or to save money or time.

So the best way is to give benefits directly in the title of the article, which is more common in the title of the article that gives benefits to resources.

For example, "I have 10 workplace experience, which is worth 1 10,000, but it's free today", "1 good ideas to save you 3w, here are 22", "If you develop this habit, your value-added speed will increase by 10 times".

All of the above are the concrete application ways of the benefit law of human weakness.

⑤ Accidental inversion method

The "unexpected inversion method" is mainly because the facts are different from what everyone thinks, thus forming contrast, contradiction and conflict, thus attracting everyone's attention.

It usually exists in two forms:

In contrast, common accidents generally use data:

What is the difference between a copywriter with a monthly salary of 3,000 yuan and a copywriter with a monthly salary of 30,000 yuan? -the comparison of more money and less money

"I pretended to go to Tibet, but I came back like this" —— A comparison on the time axis

Another unexpected reversal is contradiction and conflict, contrary to common sense:

Nanny who graduated from primary school, with a monthly salary of 30 thousand.

"If You Are the One: A male guest meets his ex-girlfriend on the spot, and now a female face confesses to other girls"

The reversal of events and expectations conflicts with reality. Be curious and open your heart.

Here are two small details that deserve our attention: contrast and contradiction are different.

The contrast is one positive and one negative, and the tandem can be compared. Contradictions are emotional and can form peaks and valleys emotionally.

Therefore, contrast and contradiction can produce different emotional effects, the former is more suitable for the fact level, and the latter is more suitable for the emotion and value level.

Step 3 summarize

Identification method, scene recognition method, viewpoint method, fun method and unexpected inversion method are the basic methods for us to write explosion headlines.

Each method has its own scope of application and characteristics, and different combinations of several methods can often produce better results.

But if you want to produce better results, you should choose the best one according to the main idea of your article and practice more.

Share with you several copywriting templates of friends circle, and you can make simple modifications according to your own needs.

For example, if you have fun today, you can send the following circle of friends ~

For example, Mother's Day is coming in a few days, and your circle of friends can send it like this ~

Friends should send a circle of friends to send blessings on their birthdays, so this circle of friends is unique ~

It's too hot. Send a friend in this circle of friends to praise you instantly:

The air conditioner in my circle of friends has been turned on, welcome ~

Sailing against the current, you can send a circle of friends like this:

Hello, your bad luck has been cleared, please like it to confirm ~

There are many copywriters playing around, so I won't give examples one by one, which will instantly make your circle of friends different ~

Small partners who need this tool can privately trust me to "384" to get gadgets.

This gadget collects the copywriting contents of hundreds of friends, including daily life, holiday wishes, good morning and good night, birthdays and copywriting templates with various border styles.

It is also very simple to use. Click on your favorite copy template and copy it directly and post it in the circle of friends.

It's difficult to write a copy. First of all, you should know your target users and what kind of copy they like to read.

There is a simple basic copy template to share with you, sensory copy:

0 1. Specific usage scenarios

02. Five senses (eyes, ears, mouth, nose and tongue)

03. The inner feelings of use

First of all, if the product you want to sell is food or some kind of drink, you should write down which scenes are best used.

Secondly, write down what you see with your eyes, hear with your ears, smell with your nose and taste with your mouth.

Finally, write down your true feelings.

Like red bull drinks. Tired from driving, a can of red bull, sleepy and tired, a can of red bull.

The usage scene of Red Bull is a car. When you feel tired and sleepy while driving, you will unconsciously think of a can of red bull.

Another example is (eyes, ears, mouth, nose and tongue), apples.

Red apples don't look so regular, some are oval, the colors are not all pure red, and some are turquoise.

What will you hear when you take a bite? Taste what? What do you smell? "

"Tut tut, when the front teeth pierced the apple, I felt full of juice pouring out of the apple, covering the whole tongue. This is a sour and sweet taste.

Tooth continued to work hard, trying to dig out a large piece of pulp from the apple. When the pulp is separated from the apple, it is accompanied by a click, like the feeling that a large piece of ice in Antarctica naturally cracks. Finally, with a click, the whole piece of pulp was bitten off.

A fresh apple smell was inhaled into the nasal cavity. Oh, this is the best apple I have ever eaten. This passage is quoted from Zou's "Just Make a Book"

The last real feeling in my heart is to buy an egg steamer. Since I used this egg steamer, I feel very convenient. You can eat delicious steamed eggs after brushing your teeth every morning, saving a lot of time. Moreover, the egg steamer is easy to use and clean, which is very suitable for an office worker with late lazy cancer.

How's it going? Have you learned these three senses?

Many friends are aware of the importance of circle of friends, but they still don't know how to write the copy of circle of friends.

Today, let's briefly talk about how to write a high-quality circle of friends:

First, the core of the circle of friends: create a person.

Friends circle marketing is actually emotional marketing.

We can build a sincere and altruistic circle of friends through copywriting. Make friends with users, and users will recognize you first, and then they will recognize your products.

Second, how to attract users' attention through friends circle copywriting

1, arousing users' curiosity

Stimulate curiosity through powerful and eye-catching headlines.

For example, someone posted in a circle of friends: What should children do if they "eat shoes"? If the first sentence directly reads "children's feet grow too fast and need to change 10 pairs of shoes every year", the effect of attracting attention is obviously not as good as the first sentence.

2. Get the user's approval through the copy of the pain point.

Finding the pain point of the user can also make him recognize you.

For example, busy work makes us have no time to spend with our families; Want to start something but always put it off; I want to lose weight, but I can't keep my mouth shut and walk.

Let the user see that you have encountered problems in his life (it is best to have solutions), and let him feel that he will have the same topic as you, which will naturally give you the feeling of "same frequency" and let him recognize you as a person.

3. Don't write too long, try to use short paragraphs.

As we all know, if the circle of friends is too long, it will be folded and needs to be expanded to see the next content.

But how many people are willing to do this step that needs to be expanded?

According to the survey, every step of checking the content of the copy will reduce the number of readers by 50%.

So the content of the copy should be as concise as possible. If it can't be simplified, you can choose to copy the whole book and post it in the comments, so that readers can directly see the complete content.

1, when advertising in the WeChat circle of friends, we must first find out who is the core user of the product. Only by finding out the user groups can we do a good job in content positioning.

2. In your advertising content, you must highlight the use value of the product, so that people in your circle of friends can see its benefits and be attracted by its use value.

In advertising words, words such as free experience must be reflected to let customers know that this product can be tried before buying.

4. In advertising, we must pay attention to the concept of easy communication, which is not conducive to long speeches, because no one has seen or read the content, and naturally we will lose the possibility of communication.

In the words of advertising, users can directly hit the pain point through a few words, so that they have a sense of crisis, and then they will pay more attention to the product.

6, the content you express must resonate with readers, and only products that resonate with readers can make users continue reading, thus creating a desire to buy.

Copywriting is what people say, some with things in it, some with people talking, and some with nonsense.

A well-written copy of a circle of friends can help us establish a personal ip in the circle of friends and create personal influence.

A good copy will touch your mood (emotional value) if you want to leave your mind.

For example, your girlfriend sends a message saying: Let's break up. This is a good copy, because it makes you sad.

Speaking of copywriting in a circle of friends, praise is the best copywriting in a circle of friends, because praise has accumulated value. You may not care about one or two praises, but after half a year of praise, you feel indebted.

Express your views on things, your opinions, in short, express your thoughts in the circle of friends and form your own values, which will gradually attract more and more people with the same frequency to notice you and want to get to know you actively.

Published can also be funny, humorous, sad, or self-deprecating and appropriate weakness jokes.

The purpose of doing this is to close the distance between you and your friends, and let them see that you are a living person with flesh and blood, laughter and tears, so that you are a three-dimensional person, very real, which can increase people's trust in you and find you interesting.

A good copy should be colloquial and reflect professional value.

Judging from the effect, copywriting needs to be spread, and copywriting is the most harmful. Don't treat copy as literature, but be colloquial, popular and popular. Drink Wang Laoji if you are afraid of getting angry.

Try not to be too arrogant in the circle of friends, and write more positive things.