We are all sick.
This disease is frequent, difficult to cure, and contagious. It is anxiety!
We are anxious about all that is unsatisfied, unknown, and unavailable.
There are a lot of popular content on the Internet every three to five years, but if you classify it, you will find that more than half of it is deeply engraved with the anxiety of young people.
And if you take a closer look, you will find that every few months, half a year or a year, the same type of content will explode again and never stop.
There are many types of anxiety. For people in the workplace, the most common one is knowledge anxiety.
I have a say in this, because I am a typical example.
I subscribed to "Manager" magazine before. Its introduction is as follows: "Manager" provides the world's leading business ideas and provides new theories, new knowledge, and new ideas that are effective in business practice. thinking".
To be honest, I just ordered it. I actually didn’t read the magazine at all. But why should I choose to order at the beginning?
Because of anxiety!
For another example, the last time I checked my WeChat collection, I found that I had collected countless articles, and 70% of them were meaningless because I didn’t read them at all. And there are a lot of them that I didn’t even finish reading.
But why do I collect it?
Still because of anxiety!
This kind of collecting behavior will temporarily relieve my anxiety. When I collect, my brain feeds me this message:
"Look, how hard I worked, I learned another Good knowledge, good performance today (actually I didn’t read it at all).”
There are too many such examples, because of anxiety! There is one for everyone!
Even very successful entrepreneurs will say: "Sometimes I wake up in the middle of the night. This era is developing too fast and there are too many unknowns."
Beware of arrogance and impetuosity, easier said than done. Anxiety has become a major pain point for almost everyone, and it is difficult to cure!
No wonder Ma Dong, who created the amazing online variety show "Qi Pa Shuo", also said:
There is no secret to good content.
Essentially, it is all about solving anxiety. born.
It is indeed clear. So think about it from another angle, what is the key to creating content and writing articles?
It should be to help users solve problems!
In this era of information explosion, anxiety has become a huge problem that cannot be ignored. Whoever can solve it will win the favor of users!
For example, what content should new media create? What kind of content does everyone need?
Everyone has different needs for content, but there are three types of content that everyone basically needs:
1) Everyone needs corresponding professional knowledge and skills guidance , practical content.
Any industry and any group of people have their own corresponding knowledge, skills, methods and practical suggestions.
For example, "How to quickly get an offer from the company you are interested in", "6 ways to write explosive article titles", "Easily teach you how to solve the problem of computer not being able to boot"...
2 ) Everyone needs content that can provide comfort, relieve stress, or help express or even vent their emotions.
Because the social and family pressures of modern people are very huge and growing. Everyone has some kind of emotional, emotional or mental problems, which are accumulated in the heart and need to be digested.
Funny content also falls into this category. It can help us relieve stress and forget about our displeasure.
3) The third one is hot news and industry information.
In such an era of rapid development of information dissemination, basically everyone has information anxiety.
Therefore, information information has always been the most important content section. Everyone reads news, and every industry has its own news.
Hot spots and chasing hot spots are an extension of the information category, and they also take advantage of information anxiety.
(If you don’t read hot topics for a day, you will feel OUT)
To sum up, users have “knowledge anxiety + emotional anxiety + information anxiety”, and they are very anxious.
Since everyone has a strong demand for these three types of content, the content that can be provided is:
? Write industry essentials, practical opinions, and provide skills guidance. For example:
"2021 Hot Marketing Calendar for the Whole Year!" "Including analysis of hot spots"
"5 eye-catching advertising copywriting techniques that can be applied"
"How to plan system content when making a public account? 》
? Writing about emotions and mentality can help comfort the soul. For example:
"Can't shut up!" yes! meeting! film! ring! wisdom! business! of! "
"10 Copywriting Sentences I Like Recently"
? Writing about hot topics can relieve information anxiety. For example:
"Luo Zhenyu's 2021 "Friends of Time" New Year's Eve Speech Streamlined"
"The Christmas copywriting selection is here! 》
Our content is mainly based on our own positioning to help users solve these three anxiety problems. Provide practical skills guidance, help spiritual comfort, and relieve information anxiety. According to your own attributes, control the proportion of the three.
Such content may be easier to survive and gain more traction.
You know, what the Ma Dong team is best at is making social content and new media content. This is also a summary of their experience.
However, one thing to note is that the core of good content is to solve anxiety, not create anxiety.
For example, when explaining a concept and introducing other unfamiliar concepts, although the writing is more in-depth, it will also be more stressful for users to read.
The old thief also gives you 3 suggestions here:
1. Describe the details to reduce the anxiety of being difficult to understand.
It is difficult for users to establish awareness with a bunch of vague and abstract information, let alone generate a sense of trust. However, detailed descriptions are different. They can help users visualize the content and create pictures.
And the more details there are, the more picturesque it will be. Especially for story-based content, the general idea is actually the same, right?
And those wonderful and gripping stories are truly written with details that touch people.
In Acheng's debut novel "The King of Chess", there is this paragraph when describing the "King of Chess" Wang Yisheng while eating:
After getting the meal, he started eating immediately, He ate very quickly, his throat was shrinking, and his face was full of muscles.
Often stop suddenly and carefully smear the rice grains and soup flakes on the side of the mouth or chin into the mouth with the whole index finger.
If a grain of rice falls on your clothes, press it immediately and put it into your mouth.
If one of them was not held down and the rice grains fell from his clothes, he would immediately stop moving his feet and turn his upper body to look for it.
If he meets my gaze at this time, he will slow down.
After eating, he sucked the two chopsticks clean, filled the lunch box with water, first sucked up the oily layer on top, and then sipped it with the look of having reached the other side safely.
This is actually a simple scene of a person eating, but Acheng did not use adjectives. He kept describing the detailed movements of the characters, but it gave you a strong sense of the picture.
What you see is a very hungry person who eats carefully without any delay, and the whole image of the person is ready to be seen. No sense of dyslexia at all.
2. Scene creation to reduce senseless anxiety.
We always say that good content should arouse users’ memories, arouse users’ screams, and detonate users’ emotions...
This is actually to arouse users’ deep hearts. Every familiar scene will have a picture, and the memory will most likely be stimulated.
It is a series of specific life scenes or emotions that occur at a specific time and in a specific space. It may be a party when you graduate from college, or it may be a late-night homesick tear in a big city. ......
Scenario-based content creation is to create a scene association for users, so that users can be moved by the scene.
We don’t want to talk about truth throughout the article. If there are too many reasons, users will not feel it, and their anxiety will still not be resolved.
For example, this copywriting of Minsheng Credit Card is related to the details of students’ college life. It's these things that make people tick.
Goodbye then.
20 square meters of youth, 1/4 of friendship,
2:00a.m. Whispering before sleeping,
One liter mixed with joy and sorrow tears.
Thank you for living in a crowded place with me.
When I earn enough money to rent a whole house,
I invite you three to come to my house.
Eat hotpot from the water dispenser again.
3. Relate to familiar things and reduce unfamiliar anxiety.
Our brains are all about associative memory, and they are very good at associative memory.
For a person who does not have relevant background knowledge, a large amount of descriptive language is completely confusing. However, if you use something that the other party already understands (archetype), and then build on this thing It’s much easier to make connections.
Therefore, a useful trick to make it easy for users to understand is to use things that users already understand to explain things that are currently unknown. No matter how hard you try, it never works.
Sony also has a creative advertisement that connects the storage function of USB flash drives with the CDs of the past: A small USB flash drive is worth a bunch of CDs, and a new era is coming.
Remember, the core of good content is to solve anxiety, not create anxiety.
If you create anxiety first to make people interested, then the content should also solve this anxiety step by step (give suggestions or solutions). Don't dig a hole so big that you can't fill it yourself.
***Mian!