1. Distinctive title
Like traditional advertisements, visitors can only browse roughly on Weibo pages and read some key words or titles. Only when the title is distinctive and unique will visitors be interested in browsing the entire content. The title should be novel, but it does not mean to deliberately make the title fancy. This will only add unnecessary burden to visitors because they will have to spend more time thinking about the meaning of the title, and usually, visitors do not have the patience to do so. In Weibo, the title is usually located at the beginning of the copy, often enclosed in “[ ]” or “##” symbols. The title should be short and clear, with a clear theme.
2. Attractive beginning
The beginning of Weibo copy is as important as the title and is the foundation of the entire copy. So how can we write a good beginning that attracts people to continue reading?
(1) Situation introduction. Introduce or create the atmosphere and situation required by the action goal of the soft article at the beginning of the soft article in a purposeful manner to arouse the reader’s emotional experience. The beginning written in this way can create an atmosphere, warm up the theme, and arouse the reader’s interest in reading.
(2) Metaphor. Not only can the title be written with rhetoric, but the main text can also be written with rhetoric to achieve the effect of icing on the cake. Common rhetoric in the main text includes metaphor, personification, metonymy, exaggeration, parallelism, antithesis, interrogation and rhetorical question. Using these rhetoric to write the beginning of the article can make the article more interesting and readable.
(3) Associative speculation. Associative speculation is similar to exaggeration, but far less exaggerated. It is more realistic or personified, which can make readers have rich associations when they see the article for the first time, thus arousing the readers’ desire to read.
3. Main text that makes people read
Different people write different styles of copywriting, but successful copywriting is undoubtedly copywriting that users can understand at a glance. So what kind of microblog copywriting can be considered a good copywriting? It needs to include three aspects: first, clarify the object and effect of writing, that is, who is it written for and what benefits can be obtained; second, why do you do it; and third, what problem can it solve. In the process of writing copy, we must fully consider these three aspects and use appropriate methods to express them, so as to gain the attention of users and leave a deep impression on them.