Learn three passwords and three sets of logic to help you write articles that resonate with people
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Today, I saw a student asking a question on the page of the online course “Content Power: The Super Power of Building Brands”:
How to “continuously” write resonant copy?
As expected of a friend who is aspiring to improve his content, even the questions he asks are of a high standard and go straight to the core. Well, it’s really great!
Without further ado, let’s talk about this issue now!
Although this classmate specifically put the three words “continuously” in quotation marks, I guess he might want me to share some tips for writing eye-catching copy in the long run. But I plan to start with the basics first, that is, use this article to talk to you-how to write an article that resonates?
It is undoubtedly the wish of many creators to want every article to create high traffic; to be honest, although writing and strategy are very important, it does require some luck so that it can be continuously reposted, shared, and even trigger discussions, thereby driving the sales of goods and services.
So, let’s first understand how to write an article that speaks loudly and attracts readers’ attention!
Three passwords for creating high-quality articles
My friend Autumn Leaf teacher, he is not only a university professor, but also a [PPT presentation master](https://www.books.com.tw/exep /assp.php/vista/products/CN11460233?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201801), in recent years, it has also launched a “knowledge payment” service. Even though he is so busy, he still insists on the habit of writing, which is really admirable.
He wrote in “[How to maintain high-quality article output for a long time?](https://mp.weixin.qq.com/s?__biz=MzIzMTUyOTY3NA==&mid=2247485405&idx=1&sn=1033523f1288fa9c078ac7abea343b22&chk In the article “sm=e8a38a78dfd4036ecd95a7121b3af80c19ae6217bb6bebfcf904101d7455d1cd7ef9f3798ca2&scene=21#wechat_redirect)”, he mentioned that he has maintained a high frequency of article output habits for a long time. Teacher Akiba is passionate about writing, and his output of books and courses is quite astonishing. But what is even more worth learning is that he has been able to write 10 to 20 original articles with certain influence every year during these seven or eight years.
He believes that there are three keys to writing high-quality articles, which are: determining the quality standards of writing, reading more articles written by others, and thinking deeply about the problem.
The first password is “determine the quality standards of writing.” This is easy to understand because many people have misunderstandings about writing. Everyone thinks that if you want to write good articles, you must practice writing more deliberately; well, this is certainly true, but the premise is - we must first understand what goals we want to achieve? And is there a suitable routine or framework to follow?
For example, you must not write press release as brand story, and don’t write product copy as a blunt introduction to functions and specifications! Not only will no one be interested in your goods or services, it will even have the opposite effect.
The second password talks about “read more articles written by others”, which echoes what I wrote before “[Input thinking vs. output thinking: Which type should you choose] (http://www.workhack.today/2017/04/input-vs-output.html)”. Both input and output are important and cannot be neglected. Although I often encourage everyone to “output more”, without a large amount of input as a basis, how can we talk about output?
By observing other people’s articles, you can not only deconstruct the structure of the article from a more detached perspective and learn the strengths of others in writing, but you can also take this opportunity to find your own blind spots or shortcomings.
As for how to “see” it? In fact, there are many methods. For example, you can look at how other people’s articles are structured? Can you look at different authors’ approaches to the same topic? Can you see how everyone finished and designed Call to Action?
The third password is “think deeply about the problem”, in other words, demonstrate the power of thinking. Teacher Akiba told us that what everyone is competing for now is “content”, not just the frequency of writing. Therefore, it is more necessary to think deeply, get inspiration from books or articles, and then transform it into your own unique point of view.
——The more important thing is not only to clearly point out the problem, but also to be able to provide a solution.
This is very important. I have seen too many people make this mistake when writing. Although they work hard to quote scriptures and pile up data, they only describe the process and the origin of the incident, and fail to put forward their own unique insights between the lines, let alone provide solutions.
If you want to write high-quality articles, these three passwords shared by Teacher Qiuye are indeed worth pondering. It is great to be able to write high-quality articles, but there may still be a short distance from being “resonant”.
Three sets of logic for crafting resonant articles
As I mentioned when I recorded a fundraising video for the “[Content Power: The Super Power of Building Brands] (https://content.tw/power/)” online course, I have written a large number of articles and reports, and have helped many companies or students revise copywriting. I have also accumulated a lot of practical experience over the years.
——Writing an article that is touching or even resonant is not as difficult as you might imagine, as long as you can follow the following three sets of logic.
The first set of logic is “empathy”, that is, changing the perspective of writing. Before writing, you need to know who the target audience of the article is? If you then examine and think from the perspective of this group of readers or potential customers, you can naturally get to the point and avoid writing “self-promotional” articles.
I have interviewed many entrepreneurs in the past and found that they are quite confident and persistent in their products. Although this is not a bad thing, when communicating with customers, you cannot blindly insist on your own opinions, or only write about the key points that you like or care about!
The second set of logic is “in line with the nature of human nature.” According to Wikipedia, the so-called human nature includes compassion and empathy. Human nature is both the result of evolution and innate. Therefore, when we see beautiful women, our hearts flutter, and when we find products with a sense of design, we naturally want to keep them for ourselves… Well, these are all due to human nature.
Wu Nianzhen said: “Maybe you are not good at words, but you must open up your observation and empathy, and you will be able to resonate.”
Therefore, if we want to write an article that resonates with people, we must “do what they like.” As the well-known illustrator Mark said: “If [issue Waiting for public recognition](https://www.ettoday.net/dalemon/post/20588?t=%E5%9C%96%E6%96%87%E4%BD%9C%E5%AE%B6%E7%9A%84%E6%B1 %82%E7%94%9F%E6%B3%95%E5%89%87%EF%BC%8C%E9%A6%AC%E5%85%8B%EF%BC%9A%E5%BC%95%E4%BA%BA%E5%85%B1%E9%B3%B4% ”
Mark [mentioned](https://www.ettoday.net/dalemon/post/20588?t=%E5%9C%96%E6%96%87%E4%BD%9 C%E5%AE%B6%E7%9A%84%E6%B1%82%E7%94%9F%E6%B3%95%E5%89%87%EF%BC%8C%E9%A6%AC%E5%85 %8B%EF%BC%9A%E5%BC%95%E4%BA%BA%E5%85%B1%E9%B3%B4%E7%9A%84%E9%97%9C%E9%8D%B5%E6% 98%AF%E3%80%8C%E4%BA%BA%E6%80%A7%E3%80%8D) Many young creators just want to engage in the creations they like, but they find that they cannot get support from the market. Therefore, a better approach would be to make everyone like it first, and then make something you like.
The third set of logic must be able to “speak the readers’ voices.” We live in this fragmentation era where attention is divided. Busyness and anxiety have become inseparable labels for everyone. Even if the article is well written, on average, only a few tenths of a second will have the chance to be “seen.” If the hard-written article cannot be related to the readers, bring any benefits, or even cannot arouse the interest of reading, then it will be automatically ignored or skipped soon.
Have you ever wondered why you often see people reposting articles on horoscopes, relationships between men and women, or tips for success in the workplace on Facebook? It’s not that Chicken Soup for the Soul is particularly delicious, but because these articles express our inner voices and successfully arouse our desires—the hope that we can live a happy life, pursue the opposite sex, or long for the day when we can achieve success and fame.
Therefore, if you want to resonate with others, please first understand the other person’s heart.
Writing articles is different from literary creation. If you want to write articles that resonate, I would suggest that you not only be a good creator, but also a competent communicator. As long as you master these three passwords and three sets of logic, and continue to practice and improve content power, I believe everyone will be able to write good articles that are resonant and popular!
★ Photo Credit: Jonas Vincent
Further reading
- Content Power: A superpower that everyone from office workers, slash youths to freelancers should possess
- Life in a Foreign Country and Self-Media: Teacher Li Sixuan’s Experience Sharing Meeting on Social Media Strategies for Traveling to the Netherlands
- Writing good copy starts with understanding the target audience
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