01抓住用戶注意力

01 Grasp user attention

所有教你拍短視頻的，都會(huì)說(shuō)：“要吸引眼球”、“要語(yǔ)出驚人”、“要有趣，讓人好奇”。

All those who teach you how to make short videos will say, "To attract attention," "To be amazing," and "To be interesting and curious.".

這些都是對(duì)的，問(wèn)題是怎么才能寫(xiě)出吸引人的文案？

These are all correct. The question is, how can we write an attractive copy?

我跟不少拍短視頻的創(chuàng)業(yè)者聊過(guò)，但都沒(méi)能回答上來(lái)。

I have talked to many entrepreneurs who make short videos, but none of them have been able to answer.

道理都知道，就是不知道如何實(shí)際操作。

I know the truth, but I don't know how to actually operate it.

所以，拍出來(lái)的視頻依舊沒(méi)人看，沒(méi)出單，沒(méi)轉(zhuǎn)化。

So, the video still hasn't been watched, there are no orders, and no conversions.

但有的企業(yè)卻能頻繁靠著短視頻上熱門(mén)、出爆款，獲得了巨大的流量，轉(zhuǎn)化高。

But some companies can frequently rely on popular and explosive short videos to gain huge traffic and high conversion rates.

為什么會(huì)出現(xiàn)如此大的差距呢？

Why is there such a big gap?

核心原因是：選題方式不同。

The core reason is that the selection methods are different.

很多人拍短視頻，就喜歡自己想，喜歡什么拍什么，完全不考慮這是不是用戶想要的。

Many people like to think for themselves when shooting short videos, shooting whatever they like without considering whether it is what the user wants.

拍了一段時(shí)間后，發(fā)現(xiàn)自己沒(méi)有選題可拍，也不愿意追爆款，結(jié)果難產(chǎn)，把賬號(hào)做死了。

After filming for a period of time, I found that I had no topics to shoot and was unwilling to pursue popular products. As a result, it was difficult to produce and my account was shut down.

而專業(yè)的人做短視頻，會(huì)使用模板。

And professional people who make short videos will use templates.

把那些經(jīng)常上熱搜的短視頻，反復(fù)爆款的視頻搜集出來(lái)，提煉出核心要素，制作成短視頻的模板，按照這個(gè)模板去批量創(chuàng)作，奪取用戶注意力，搶占市場(chǎng)。

Collect frequently trending short videos and repeatedly popular ones, extract core elements, and create short video templates. Follow this template to create in bulk, capture user attention, and seize the market.

有了模板，就好比有了“作弊”工具，“作弊”方法，能高效創(chuàng)作，批量創(chuàng)作。

With templates, it's like having "cheating" tools and methods that enable efficient and batch creation.

什么樣的模板才是好模板呢？

What kind of template is a good template?

有1種模板，可以反復(fù)用，什么時(shí)候用，什么時(shí)候出效果，簡(jiǎn)直就是黃金選題，屢試不爽。

There is one template that can be used repeatedly, when to use it, and when to produce results, it is simply a golden topic that never fails.

那就是寫(xiě)好創(chuàng)始人故事。

That is to write the founder's story well.

02創(chuàng)業(yè)故事選題

02 Entrepreneurial Story Topic Selection

創(chuàng)業(yè)故事，業(yè)內(nèi)人也稱作IP人設(shè)。

Entrepreneurial stories, also known as IP personas by industry insiders.

比如，有的創(chuàng)業(yè)者做紅糖水的，解決女性經(jīng)期問(wèn)題。

For example, some entrepreneurs make brown sugar water to solve women's menstrual problems.

大部分同行宣傳的賣(mài)點(diǎn)是：XX紅糖，口感純正，不齁甜、不嗆辣，快點(diǎn)下單買(mǎi)回家。

Most of the selling points promoted by peers are: XX brown sugar, with a pure taste, not too sweet or spicy, quickly place an order and buy it home.

用戶一看，廣告，劃走，沒(méi)流量，等著被關(guān)在小黑屋。

When the user sees the advertisement, they swipe it away, have no traffic, and are waiting to be locked in a small black room.

但是如果把這創(chuàng)業(yè)故事拍成短視頻，選題是：“他創(chuàng)業(yè)5年，傾盡所有，只為給妻子做一杯米其林級(jí)別的經(jīng)期紅糖水?！?/p>

But if we turn this entrepreneurial story into a short video, the topic would be: "He has been entrepreneurial for 5 years, dedicating everything to making a Michelin level menstrual brown sugar water for his wife."

這選題，就會(huì)吸引很多用戶，特別是女性用戶，她可能會(huì)想：

This topic will attract many users, especially female users, who may think:

“這男人怎么那么暖心？”

"Why is this man so heartwarming?"

“這故事怎么那么感動(dòng)？”

"Why is this story so touching?"

“這果然是別人家的老公?！?/p>

"This is indeed someone else's husband."

情緒到位了，只有一個(gè)字，那就是：買(mǎi)。

Emotions are in place, and there is only one word, which is: buy.

用戶看這個(gè)短視頻時(shí)，吸引的點(diǎn)不是紅糖有多好，而是故事有多打動(dòng)人。

When users watch this short video, the attraction is not how good the brown sugar is, but how touching the story is.

相比于用賣(mài)點(diǎn)吸引用戶，用故事吸引用戶容易多了。

Compared to using selling points to attract users, using stories to attract users is much easier.

用戶對(duì)故事的接受程度，遠(yuǎn)大于廣告。

The user's acceptance of the story is far greater than that of the advertisement.

很多創(chuàng)業(yè)故事，播放數(shù)據(jù)都很不錯(cuò)，就說(shuō)明了這一點(diǎn)。

Many entrepreneurial stories have great playback data, which illustrates this point.

那怎么才能寫(xiě)出好的故事呢？

How can we write a good story?

03寫(xiě)出好故事的3要素

03 Three Elements of Writing a Good Story

寫(xiě)創(chuàng)始人故事，很多人會(huì)陷入一個(gè)誤區(qū)，那就是寫(xiě)賣(mài)慘的故事，把賣(mài)慘當(dāng)人設(shè)，當(dāng)流量密碼。

Many people fall into a misconception when writing stories about founders, which is to write stories about poor sales and use them as personas and traffic passwords.

賣(mài)慘用戶確實(shí)喜歡看，但是商業(yè)化效果不好。

Poor selling users do like to watch, but the commercialization effect is not good.

比如我經(jīng)常在抖音上看到有很多創(chuàng)始人發(fā)自己的創(chuàng)業(yè)故事，說(shuō)：“現(xiàn)在生意太難做了，挺不住了，要關(guān)店要破產(chǎn)了?！?/p>

For example, I often see on Tiktok that many founders send their own entrepreneurial stories, saying: "It's too difficult to do business now. It's not sustainable. If you close the store, you will go bankrupt."

這會(huì)引起很多人共鳴，很多人會(huì)過(guò)來(lái)湊熱鬧。

This will resonate with many people, and many will come to join in the fun.

但如果帶貨，不出單。

But if you bring the goods, no order will be issued.

這是為什么？

Why is this?

因?yàn)檫@是一個(gè)故事，但不是一個(gè)好故事。

Because this is a story, but not a good one.

故事可能會(huì)得到用戶的關(guān)注，引起用戶的共鳴，但不會(huì)讓用戶掏錢(qián)。

The story may attract the attention of users and resonate with them, but it will not make them pay.

拿創(chuàng)業(yè)失敗，店鋪關(guān)門(mén)來(lái)說(shuō)，用戶可能會(huì)想：

Taking entrepreneurship failure and store closure as an example, users may think:

“你這都倒閉了，我很同情你，但是買(mǎi)你的東西，我不放心。”

"You've gone bankrupt, and I sympathize with you, but buying your things makes me uneasy."

“你自己都失敗了，我為什么要買(mǎi)的課程，跟你學(xué)？”

"You have all failed yourself, why did I buy the course and learn from you?"

所以說(shuō)，寫(xiě)創(chuàng)業(yè)故事，不能只是賣(mài)慘，也要展示自己的逆襲故事。

So, when writing an entrepreneurial story, it's not just about selling poorly, but also about showcasing one's own counterattack story.

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