01抓住用户注意力

01 Grasp user attention

所有教你拍短视频的，都会说：“要吸引眼球”、“要语出惊人”、“要有趣，让人好奇”。

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

这些都是对的，问题是怎么才能写出吸引人的文案？

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

我跟不少拍短视频的创业者聊过，但都没能回答上来。

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

道理都知道，就是不知道如何实际操作。

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

所以，拍出来的视频依旧没人看，没出单，没转化。

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

但有的企业却能频繁靠着短视频上热门、出爆款，获得了巨大的流量，转化高。

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

为什么会出现如此大的差距呢？

Why is there such a big gap?

核心原因是：选题方式不同。

The core reason is that the selection methods are different.

很多人拍短视频，就喜欢自己想，喜欢什么拍什么，完全不考虑这是不是用户想要的。

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

拍了一段时间后，发现自己没有选题可拍，也不愿意追爆款，结果难产，把账号做死了。

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.

而专业的人做短视频，会使用模板。

And professional people who make short videos will use templates.

把那些经常上热搜的短视频，反复爆款的视频搜集出来，提炼出核心要素，制作成短视频的模板，按照这个模板去批量创作，夺取用户注意力，抢占市场。

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，能高效创作，批量创作。

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

什么样的模板才是好模板呢？

What kind of template is a good template?

有1种模板，可以反复用，什么时候用，什么时候出效果，简直就是黄金选题，屡试不爽。

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.

那就是写好创始人故事。

That is to write the founder's story well.

02创业故事选题

02 Entrepreneurial Story Topic Selection

创业故事，业内人也称作IP人设。

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

比如，有的创业者做红糖水的，解决女性经期问题。

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

大部分同行宣传的卖点是：XX红糖，口感纯正，不齁甜、不呛辣，快点下单买回家。

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.

用户一看，广告，划走，没流量，等着被关在小黑屋。

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

但是如果把这创业故事拍成短视频，选题是：“他创业5年，倾尽所有，只为给妻子做一杯米其林级别的经期红糖水。”

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."

这选题，就会吸引很多用户，特别是女性用户，她可能会想：

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

“这男人怎么那么暖心？”

"Why is this man so heartwarming?"

“这故事怎么那么感动？”

"Why is this story so touching?"

“这果然是别人家的老公。”

"This is indeed someone else's husband."

情绪到位了，只有一个字，那就是：买。

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

用户看这个短视频时，吸引的点不是红糖有多好，而是故事有多打动人。

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

相比于用卖点吸引用户，用故事吸引用户容易多了。

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

用户对故事的接受程度，远大于广告。

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

很多创业故事，播放数据都很不错，就说明了这一点。

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

那怎么才能写出好的故事呢？

How can we write a good story?

03写出好故事的3要素

03 Three Elements of Writing a Good Story

写创始人故事，很多人会陷入一个误区，那就是写卖惨的故事，把卖惨当人设，当流量密码。

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.

卖惨用户确实喜欢看，但是商业化效果不好。

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

比如我经常在抖音上看到有很多创始人发自己的创业故事，说：“现在生意太难做了，挺不住了，要关店要破产了。”

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."

这会引起很多人共鸣，很多人会过来凑热闹。

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

但如果带货，不出单。

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

这是为什么？

Why is this?

因为这是一个故事，但不是一个好故事。

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

故事可能会得到用户的关注，引起用户的共鸣，但不会让用户掏钱。

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

拿创业失败，店铺关门来说，用户可能会想：

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

“你这都倒闭了，我很同情你，但是买你的东西，我不放心。”

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

“你自己都失败了，我为什么要买的课程，跟你学？”

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

所以说，写创业故事，不能只是卖惨，也要展示自己的逆袭故事。

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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