I'm sure a lot of people who write copy for sale have been, or still are, in situations like this: even if I write a bunch of stuff at the beginning to show how great my product is, the user just isn't interested and doesn't want to read it.

这是因为在很多用户的心里面，你只是在陈述一个事实，这个事实和他有什么关系呢，读者并不会因为你说的事实而被激发欲望，产生兴趣。

能让用户对你的内容感兴趣，就想往下读，那么你就做对一半了。

Any writer who writes copywriting, if you want to speed up on this, then the following two methods may be more suitable for you to learn quickly and imitate quickly.

In other words, it is possible to start an article with something that will make the reader hungry for what you want to say next. The point is, can you follow my two methods to practice.

方法1：痛点法

即，在文章的开头戳中用户的痛点。

What is poking the user's pain point, that is, you need to find the user in your product corresponding to the situation of the“Love of stimulus” and“Hate stimulus”, a combination of psychological loss and fear, to adjust the ratio of the two stimuli. Tell the user that because of something, there is a“Hate excitement”, and then lost a certain“Love excitement”.

The common pain points of users in life and work are nothing more than the following situations:

工资低

职位低

Uglier than girlfriends

比同学过的差

By the black intermediary pit

I haven't finished reading a book for a long time

有拖延症

想要改变，却很懒惰

When I get home, I just want to play games

Wait a minute.

通过在开头讲述一个用户在生活中常见的痛点，让用户在内心中产生一种被cue，“是的，我就是这么苦逼、我就是这样无知、我就是你说的那样懒惰”的感觉。

So in practice, how do we describe the pain point of the user?

A classic and tried-and-true approach is to build a SCQA model.

What is the SCQA model? This model is mentioned by renowned author Barbara in his book the principles of the pyramid. To summarize:

S (Situation) Background – Describe a background that most people can end with no objections, setting up a specific time and space for the story you want to tell next

C（Complication）冲突——推动故事的发展，能够让读者提出疑问

Q (Question) Question - Under the guidance of the previous "conflict", the reader asks questions such as "why" and "how"

For example, a conflict is“Something is happening that is hindering the completion of a task,” and the reader's question is“What should we do in such a conflict?”

A (Answer) Answer – Based on the conflict and the question the reader asks under that conflict, what is the solution we give to that question

Of course, this model can be transformed, not exactly in“Background-conflict-question-answer” order. In the principles of the pyramid, Barbara transforms this basic model in three ways:

Get to the point: answer-background-conflict

Highlight anxiety: conflict-context-response

Highlight informative: question-context-conflict-answer

This allows you to move the modules in the model around in the context of what you want to highlight as you write.

Method 2: Story method

简而言之，就是在文章开头讲一个好故事。

What makes a good story?

There are two key points to writing a good story: it is close to life and full of details. You know, many readers can't refuse a story, let alone one that is full of ups and downs, close to life and full of details.

那么具体怎么做？别急，下面我详细讲。

First, get close to life.

In other words, the story you write can give people the impression that it is happening around me, that is, what I or the people around me have experienced or will experience.

When describing the story, you need to introduce the story from a first-person perspective by introducing friends around you.

For example:

When I was in my second year of high school, I would often see me at the same table in restaurants around the school.He was tall, black, and had a malnourished thinness.

Because of his family's embarrassment, his life was very bad, in order to supplement the family, he had to study and work part-time, bearing the pressure that the vigorous age should not bear, and finally because of the dual pressure of physical work and mental work, he was tired and did not get admitted to his favorite school.

After graduating from high school, I never saw him again.

Some time ago, when I got home, my mother was tidying up the room. When I sorted out my high school graduation photos, I saw them and casually said, “I don't know how my high school deskmate is doing now.”.

After listening to my mother and I said, for the experience of my deskmate, I feel very magical.

At that time, after failing the college entrance examination, because his health was not good.After a year of silence, determined to change his dream of changing himself and his family, he packed his bag and carried a handful of banknotes to Guangzhou and began to work.While working, I took time to nibble on steamed buns to study.

最终，通过了成人高考，自费上了大学，在大学期间多次获得奖学金，毕业后成功通过面试，留在了大城市的一家公司中。虽说该公司是创业公司，但是leader却给到了他充分的信任和施展能力的机会，一切开始变得顺风顺水，理所应当。

Now that he has worked in his place, he has seen the house and paid the down payment, which is equivalent to having a harbor where he can shelter himself from the wind and rain in the big city.

Then, full of details.

You know, the description of details can make readers more immersive, readers who have had the same experience will evoke their own memories because of your details, readers who have not had such experience, will be moved by your details, full of identification with the content you express.A description without details, like a thin piece of paper, cannot carry the feelings you want to pin.

那么你可能会问： 细节怎么写？我自己也搞不清楚啊，再说了我怎么能够做到知道每一个细节？

In fact, it is not so difficult to deal with the details.I think that these questions and worries of yours can all get a little inspiration from elementary school essays.

In our first contact with writing composition, almost most of us are beginning to pick up the diary bar. Our teacher repeatedly stressed how we should write a good diary:

Time: early morning, morning, morning, noon, afternoon, night

Weather: Sunny, overcast, rainy

Location: Behind the school's dilapidated school building

Character: a backpack with a double ponytail, school uniform, and grease stains and stitches

Wait a minute.

If we try to fill out the details of what we want to describe according to the above mentioned aspects when writing, after a few exercises, and then when describing the details, you can familiarize yourself with the road, save a large part of your strength, and no longer have to worry about it.

For example:

晚上10点的地铁上一位男子疲惫地坐在椅子上。

There are many details to ponder behind this sentence:

At this point, for most people who get off work, is it late or early

At this point in time, what's the weather like outside, what's the state of the streets, what's the state of the subway

At this point in time, what are the others doing? What is this person doing

这个人是如何进入地铁的，步子沉稳有力，还是沉甸甸的，每抬一步都很费劲

这个人的形态是如何的，弯着腰，驼着背还是脊梁挺得笔直

What is this person's hair, messy or the same as in the morning, still neat

When this person sits in the subway position, is his eyes closed or he is swiping his mobile phone?

……

If we fill in the details, the person becomes more alive, and the exhaustion of a day at work, and his sense of powerlessness in the workplace, becomes more three-dimensional, and perhaps more resonant.

Here in method 2, I have described two key points for you: Close to life, full of details. If you already have the basic logic and ability to tell a story, then you can do some exercises in these two areas to make them fuller.

But if you're not quite ready to tell a story, and you want to capture the reader's attention, excite the reader's desire, and arouse the reader's curiosity, it's best to try the following approach first.

Namely: to tell the story of a small character's comeback.

Why do you say that? In reality, most people are ordinary people. Those who go to work earn a modest salary, and those who go to school don't know what they will do after graduation. In such a big background, the story of the Little Guy's comeback has become a source of inspiration for most people, which is why inspirational writing never goes out of style.

Therefore, the story of the return of the little people can be said to be very suitable to put in the beginning to attract readers to read.

So how do we write a story about the comeback of the little guy? Here's a 5-step approach to story writing:

The protagonist starts low, but has his own goals to achieve

In order to achieve this goal, the hero is very eager to do something to change the status quo, in order to achieve their goals

On the way to the goal, very painful

For some reason, there was a turning point

After the turning point, the results were good, not only achieved their original goal, but also gained a lot of unexpected things

So much for how to write an opening that excites the reader's desire.In addition to what I wrote today, in the next article, I will talk about other details that deserve attention in terms of stimulating the reader's desire.

Having said all that, he hoped that every student who wrote a sales copy could treat the beginning of his article with caution. After all, it was up to him to make the reader willing to read further.

Of course, it is not these methods to stimulate the reader's desire, if you have a good experience, welcome to share it in the comment area, we learn from each other.

And finally, attention.”

In the future, I will add my WeChat contact information in the column, interested in copywriting, and want to further communicate with me in terms of copywriting and cooperation, welcome to connect with me at that time.

Everything is ready except your action.