Regarding the presentation skills, writing style, format, title, etc. of the article, there is a lot of content and it is difficult to describe it in detail in one article. Here are only three tips: ●

Regarding the presentation skills, writing style, format, title, etc. of the article, there is a lot of content and it is difficult to describe it in detail in one article. Here are only three tips: ● Amplify the reader’s feelings ● Reduce the user’s understanding cost ● Attract the reader’s attention Power 1. Amplify readers’ feelings There are two tricks to amplify readers’ feelings, namely “digitization” and “scenarioization”. Let’s talk about “digital” first. Compared with simple presentation, digital presentation can make users feel more empathetic. How does Mi Meng's product promotion articles use "digitization" to package the picture? In order to show "the arduous process of developing the lens", Mi Meng used the text "33mm lenses will have good imaging effects" to emphasize the precision and difficulty; in order to show that "the company is far from home, it is not easy to go to work", The article calculates the specific time spent at work, which makes people feel that a lot of time is really wasted: in order to show that "the enthusiasm for lottery activities results in the loss of valuable time", the article calculates the difference in value brought by the same time spent participating in marketing activities and seriously studying the business. : We found that Apple’s press conferences are also good at using this method to amplify the audience’s feelings. When Cook introduced the iPhone as "very popular", "very popular" and "very safe", he listed these figures: 1 billion units sold, 140 billion downloads, TouchID error rate of 1/50,000, FaceID error rate of 1/1000000 The second tip is "scenarioization". Through scene description, users can feel the described content more immersively. Still taking the above three scenes as an example, how does Mimeng package these pictures through "scenarioization"? In the section "The arduous process of developing lenses", the article describes how Xiao Li used beer bottle bases, flashlight glass, and window glass to make lenses. The props involved also include electric saws, protective glasses, magnifying glasses, shoelaces, hardware instruments, design drawings, etc. , these scenes illustrate the difficulty of the process. In the part "The company is far away from home, it is not easy to go to work", the article describes the smell of sweat, body odor and strong perfume mixed with each other in the bus, the bumps, congestion and noise: "In the part of "enthusiastic lottery activities, loss of precious time", the article describes Sending a WeChat message to each friend to explain the rules of the event. Apple's press conference also has similar applications. When introducing the waterproof function of iPhone7, it directly showed the scene of the phone falling into the water; when introducing the Mario Run game that supports one-handed operation, it showed the scene of playing games on the subway while holding the handle and eating an apple; and when introducing the FaceID function of iPhoneX , and has been processed by countless people to create jokes about "unlocking at a glance" 2. Reduce the user's understanding cost. One of the ways to reduce the user's understanding cost is the "analogy method". When promoting product functions, it is not easy for people to establish an intuitive and vivid understanding of the product. The purpose of the analogy method is to use something more familiar to readers to compare the product to be promoted. For example, when introducing an aircraft carrier with an area of ??tens of thousands square meters, people have no concept of "tens of thousands square meters". If the analogy is the size of 4-5 football fields, readers will understand better; another example is introducing the area of ??130 square meters in Philadelphia, USA. Ten thousand square kilometers can be introduced to European readers as "the area is equal to the combined area of ??Paris and Berlin", and to Chinese readers it can be introduced as "the area is equal to the combined area of ??Changzhou and Nanjing". When I was responsible for the product promotion of Stress Test Master, in order to let users better understand the working principle of the server, I compared the user's "activity page" to a "restaurant" and "concurrency" to "several tables of guests ordering together." Compare "response time" to "the time it takes to serve food in a restaurant" 3. Attracting users' attention This part talks about two issues: hot marketing and good titles. Let’s talk about “hot marketing” first. For product promotion, the benefits of sticking to hot spots need not be said, but how to stick to hot spots is a lot of knowledge. Hot spot marketing is generally divided into three steps: discovering hot spots, analyzing hot spots, and following hot spots. a. Discover hot spots. There are two types of hot spots. One is sudden, such as hot news about a certain star, an unexpected event, or a popular event; the other is planned, such as a planned event. A grand event, a popular exhibition, the release of a blockbuster game or movie, etc. We cannot control sudden hotspots, but we need to plan in advance for planned hotspots.There are many planning methods and channels. You can usually learn about hot events and topics that may be used through "Baidu Search Rankings", "Weibo Hot Searches" and "Today in History" in Baidu. b. Analyze hot spots. After selecting the hot spots and topics to stick to, you need to effectively combine the core selling points of the product with the hot spots. How to combine it? We need to split the hotspot attributes and analyze the hotspots based on "Who", "What", "Where", "Why" and "How". Take the 2016 hot topic "PokemanGo" as an example: Who: "Who" created "PokemanGo"? Nintendo. Then any related activities or news from Nintendo and even Japanese game companies can be attached; What: What is "Pokeman Go"? It is a mobile game with AR technology. Then mobile game content related to AR mobile games and even VR-related mobile games can be attached; Where: "Where" is "Pokeman Go"? Japanese IP. Then game content related to Japanese IP can also be spread as a hot spot. c. Fit the hot spots. After finding the entry point for the core selling points and hot spots, you need to produce suitable content to stick to them. Content that is relevant to hot topics can be roughly divided into three categories: Type 1: Problem-solving type The first type is to provide appropriate solutions to current hot issues through some professional content. For example, after the launch of iPhone topic. Type 2: Supplementary content The second type is to provide some supplementary content promotion for hot events, such as detailed explanations of some hot events, etc., which will be very attractive to users. During the PokemanGo craze, WeTest published an article titled "Can't Play PokenmanGo in China?" Tencent AR experts teach you how to do it yourself! 》Introduced some production methods and processes of AR games to users, decrypted the principles and practices of AR games for everyone, and received the attention and forwarding of many readers. Type 3: Related to Me The third type is after a hot event occurs, telling users that their product participated in the event and providing some internal information, which is very easy to attract users' attention. For example, after WeTest launched the "Military Photo H5" campaign on Tiantian Ptu, it introduced the stress testing plan behind the campaign and introduced users to the important preparations behind a hot-selling campaign, which satisfies users' desire to explore. Let’s talk about “good titles”. To allow users to click on the article immediately, the title is very important. How to come up with a good title is worth writing a special article. There are many similar articles at present, so I won’t go into details here. Finally, let’s review the three key points of writing product promotion articles: “selling point”, “structure” and “packaging”.