Writing is sharing! Share attitudes, feelings, opinions and values!
If you write an article with the mentality of "emphasizing fear of adding new words", then you will lose the function and value of the composition, which is tantamount to moaning without illness!
In today's information explosion society, who can attract attention and grab it has become the only magic weapon for all walks of life to win. Of course, except those so-called title parties and those who sell dog meat by hanging sheep's heads! In the field of text creation, the articles you create are like a dazzling array of goods in the supermarket. If you want to buy some, you must solve the pain points of others. If you want to make a blockbuster, you must trigger a group * * *; If you want to raise your hand and agree, you must create recognition; If you want to spread it widely, you must have multiple dimensions …
How to plan and create excellent themes in the book Learning to Write? The author provides us with five skills, as follows:
Topics should be poked at common pain points.
The topic selection should arouse the singing skills of the group. (Only people with the same stream can communicate)
Create identity when choosing a topic. (Only when you agree can you agree.)
Topic selection should be empowered by hot spots. (Hot spots are bright spots)
The topic selection should provide multi-dimensional new knowledge. (breadth depends on multiple dimensions)
Below, I will talk about my understanding and views on these five skills!
1. Common pain points in topic selection
What is the pain point? As we mentioned earlier, the pain points are trouble, embarrassment and fear.
Solving other people's troubles, solving other people's embarrassment and driving away other people's fears are the reasons why many products sell well. For the article, whether it can become an explosive article also follows this principle!
The article "Why don't you change the sheets in a five-star hotel" is aimed at people's fear of hotel hygiene. A comment in the comment area of the article said, "It's terrible. Five-star hotels are like this. Ordinary hotels don't change for a month?" This comment has been praised more than 2000 times. This topic is a common pain point for the public. Everyone will inevitably go out to stay in a hotel, and the health problem is everyone's concern, so the topic is naturally more attractive.
The article "Middle Age, Half Slope in the Workplace" is aimed at people's fear of middle-aged crisis. People in their thirties are facing problems such as career bottleneck, family pressure, physical overdraft and marriage crisis. People in their twenties can't help but open such articles, which is the common pain point of people.
Why are people more sensitive to writing pain points, that is, writing fear and embarrassment?
Because that's how people evolved. In order to survive better, people have to be sensitive to things that threaten their survival, which can also explain why negative information always spreads faster, because this is the need of survival.
In a doctor's official WeChat account, there are some topics that people can't help but open, such as:
Five favorite liver cancer patients, see if there is you.
A bad habit that leads to diabetes is repeated by many people every day.
"Heavy metals exceed the standard! Stop taking this common medicine.
Children can't wear this kind of clothes anymore. Please see if you have it at home.
These topics have aroused people's fears and are also common pain points.
2. This topic should trigger a group * * *
What is * * * Ming?
The psychological explanation is that the same emotion is caused by some emotion of others.
The explanation of physics is that objects produce sound due to vibration. For example, when two tuning forks with the same frequency approach, one of them vibrates and the other one makes a sound.
I once heard a saying: only when you are in the same stream can you communicate, and only when you communicate can you have a heart-to-heart relationship can you have a transaction!
When it comes to article writing, we should pursue the combination of these two explanations, because it is not enough to arouse the same emotions. We also hope that readers can speak freely, that is, after reading the article, they are willing to speak freely in the circle of friends and communities because they have the same emotions, or discuss with classmates, friends and colleagues. Why? Because we are writing in a social media environment.
Therefore, the * * * sound we want to pursue can be defined as: a certain emotion released by the author has caused many people to have the same emotion, and at the same time, these people also participate in it with their voices because of the vibration of emotions.
We are pursuing a group singing, not a few people singing. Why? Because social media is a carnival for a group of people.
For example, the listing of Haidilao: the hidden rule of employing people in Zhang Yong worth 60 billion yuan: talking about money is the best respect for employees, and the core of this topic is "talking about money is the best respect for employees".
This kind of article can almost arouse the true inner feelings of migrant workers, and really make the readers who participate in it not vomit. There are nearly a thousand messages in the comment area of this article, and many people forward them to the circle of friends, and the reading volume exceeds 600 thousand.
To plan a high-quality topic, you must find a group singer. This kind of topic can be the same memory for a specific group of people, such as the following.
"The programmer is angry with the product manager, and this demand cannot be made."
Young people, don't treat entrepreneurship as nothing to do.
This topic can also be aimed at the specific emotions of non-specific people, such as:
I haven't seen your circle of friends recently.
I'm not a drug god: I can't afford a house, I can't afford to go to school, but what's more painful is that I can't afford to get sick.
3. Select a subject to create an identity.
What is identity?
As the saying goes; Birds of a feather flock together!
Everyone has many labels. Labels are actually defining a group. I belong to a group. This is identity.
Why create identity?
Because on the internet, in the torrent of information, everyone is lonely, and our sense of security comes from finding the same kind: someone is like me, someone is with me, and I am not lonely.
Every time an article with identity appears, it will become a connector between people in this group, and a forwarding behavior is to release your identity signal, confirm yourself and connect others. So people like to share the following articles with their friends.
Shandong boys' guide to returning to their hometown during the holidays
"Why do you buy things? Xinjiang never includes postage."
Art teacher, why not make up lessons for me?
People who have not crossed the four lines are not enough to talk about life.
Why is Virgo so awesome?
I'm sorry, I seem to be in love with YCY.
4. The topic should be empowered by hot spots.
Do great things, keep pace with the times, keep pace with the times, and walk with the times!
In the net, if you pursue traffic, it is necessary, even necessary, to pursue hot spots. Why?
First of all, you have to think: what is the hot spot?
Generally speaking, hot spots are things that more people pay attention to at the same time.
Then you will think: What does a writer do?
The competition among writers is essentially for users' time and attention. Hot events are the most eye-catching, and writers compete for the attention of users, so chasing hot spots is something writers must do in the process of pursuing traffic.
Everything is a good deal. When hot events appear, people's attention is more focused than usual. Therefore, even if the quality of your article is lower than usual, the traffic will basically be higher than usual. If the quality of your article is better than usual at this time, it is natural to create an explosive article.
Note that I am talking about empowering with hot spots, not chasing hot spots.
Why?
Empowering through hot spots means that you think deeply about a topic, and these thoughts happen to have a good connection with hot spots, or hot events themselves are excellent cases to prove some of your unique ideas, then you can still write.
5. Themes should be multidimensional to provide new knowledge.
If you want to create value, you must provide new knowledge. Multidimensional new knowledge includes new knowledge, new cognition, new methods, new materials, new stories, new perspectives, new forms, new connections and new combinations.
Why provide multidimensional new knowledge?
The so-called high quality means that people do not have me, and people have me. How to understand it? Just don't stick to the rules and don't follow the trend. Now writing is most afraid of homogenization and serious competition. You will find that no matter what the topic is, it seems that everyone writes it. If you can't provide something that others don't have, why do readers have to read your article?
Therefore, when planning a topic, we must think from multiple dimensions and inject new things into this topic, such as the following topics.
"Why did Wang hire a criminal lawyer in divorce proceedings" —— Providing new knowledge.
"You will never see these photos in history books"-provide new materials.
The Madman in Alibaba Cloud-Providing a New Story
"Didi layoffs 2000 apocalypse: cowboys have iron rice bowls"-providing a new perspective
China people, you really don't know Yang Zhenning-provide a new understanding.
Therefore, high-quality topics should not only conform to the definition of a good article, but also be widely spread and read a lot. Based on this, when choosing a topic, we can benchmark these five points: poking common pain points, triggering group voices, creating identity, borrowing hot potential energy, and providing new knowledge in multiple dimensions.