01抓住用戶注意力

01 Grasp user attention

所有教你拍短視頻的，都會說：“要吸引眼球”、“要語出驚人”、“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.".

這些都是對的，問題是怎么才能寫出吸引人的文案？

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

我跟不少拍短視頻的創業者聊過，但都沒能回答上來。

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

道理都知道，就是不知道如何實際操作。

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

所以，拍出來的視頻依舊沒人看，沒出單，沒轉化。

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

但有的企業卻能頻繁靠著短視頻上熱門、出爆款，獲得了巨大的流量，轉化高。

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

為什么會出現如此大的差距呢？

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.

拍了一段時間后，發現自己沒有選題可拍，也不愿意追爆款，結果難產，把賬號做死了。

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.

而專業的人做短視頻，會使用模板。

And professional people who make short videos will use templates.

把那些經常上熱搜的短視頻，反復爆款的視頻搜集出來，提煉出核心要素，制作成短視頻的模板，按照這個模板去批量創作，奪取用戶注意力，搶占市場。

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，能高效創作，批量創作。

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，可以反復用，什么時候用，什么時候出效果，簡直就是黃金選題，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.

那就是寫好創始人故事。

That is to write the founder's story well.

02創業故事選題

02 Entrepreneurial Story Topic Selection

創業故事，業內人也稱作IP人設。

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

比如，有的創業者做紅糖水的，解決女性經期問題。

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

大部分同行宣傳的賣點是：XX紅糖，口感純正，不齁甜、不嗆辣，快點下單買回家。

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，沒流量，等著被關在小黑屋。

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

但是如果把這創業故事拍成短視頻，選題是：“他創業5年，傾盡所有，只為給妻子做一杯米其林級別的經期紅糖水。”

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，就會吸引很多用戶，特別是女性用戶，她可能會想：

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？”

"Why is this story so touching?"

“這果然是別人家的老公。”

"This is indeed someone else's husband."

情緒到位了，只有一個字，那就是：買。

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

用戶看這個短視頻時，吸引的點不是紅糖有多好，而是故事有多打動人。

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

相比于用賣點吸引用戶，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.

用戶對故事的接受程度，遠大于廣告。

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

很多創業故事，播放數據都很不錯，就說明了這一點。

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

那怎么才能寫出好的故事呢？

How can we write a good story?

03寫出好故事的3要素

03 Three Elements of Writing a Good Story

寫創始人故事，很多人會陷入一個誤區，那就是寫賣慘的故事，把賣慘當人設，當流量密碼。

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.

賣慘用戶確實喜歡看，但是商業化效果不好。

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

比如我經常在抖音上看到有很多創始人發自己的創業故事，說：“現在生意太難做了，挺不住了，要關店要破產了。”

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."

這會引起很多人共鳴，很多人會過來湊熱鬧。

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?

因為這是一個故事，但不是一個好故事。

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

故事可能會得到用戶的關注，引起用戶的共鳴，但不會讓用戶掏錢。

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

拿創業失敗，店鋪關門來說，用戶可能會想：

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，我為什么要買的課程，跟你學？”

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

所以說，寫創業故事，不能只是賣慘，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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