The beginning of a cross-border e-commerce copy has a connecting role. On the one hand, the beginning should echo the title, otherwise it will give the audience the impression that the text is “irrelevant”; on the other hand, the beginning needs to guide the audience to read the following text. A good beginning is half the success.
(I) Story type
No one likes to listen to big truths, it is better to tell a small story. From the perspective of the audience, reading a story is the least stressful. The story type beginning directly integrates the most relevant elements of the text content into the story, so that the audience is interested in reading. For example:
Title: A very good home
Beginning:
When they first met, the first gift he gave her was a valuable IV bag;
When they were in love, the gift he gave her was a luxurious villa;
When they were engaged, his business failed and he was penniless and could not afford any gifts. Touching the few dimes in his hand, he said: I’m sorry! I can’t give you happiness. She shook her head and gently opened his big hand: Although it’s only a dime, it’s “ten cents”.
“Love” has been with me all the way, and today I will give you a “home”!
(II) Picture type
The main text starts with a picture, which can attract attention and increase the expressiveness of the article. Using a good picture can greatly increase the audience’s attention span and enhance the audience’s desire to read. The existence of pictures gives the copy a better form of expression.
(III) Concise type
If your title is already very clear, then you can just mention it at the beginning and point it out in one sentence. For example:
Case 1
Title: Which university campus in China is a 5A-level scenic spot?
Beginning: Wangcheng Campus of Guangxi Normal University is a 5A-level scenic spot.
Case 2
Title: I’m live streaming on Douyu tonight, are you interested?
Beginning: At 9 o’clock in the evening, I’m going to do a live broadcast on Douyu again!
(IV) Thinking type
Thinking type usually starts with a question. By asking questions to the audience, guide the audience to read the following text with questions. For example:
Title: Why can only 5% of people make money with personal brands?
Beginning:
In the era of Internet celebrities, what kind of grassroots are suitable for building personal brands online?
What qualities do people with no foundation need to make money online after work?
Everyone is talking about “Internet +”, can the methods of corporate network marketing be used by individuals?
Some people say: “There are many ways to succeed, but the reasons for failure are very similar.” Recently, Teacher Gou had in-depth communication with some students who once vowed to build personal brands, and found that the reasons that prevented everyone from going forward are nothing more than the following five.
(V) Golden Sentence Type
Thought-provoking and incisive sentences are called “golden sentences”. Putting golden sentences at the beginning of the article can hit people’s hearts and grab people the most. For example:
Title: You are confused, you might as well learn PPT.
Beginning:
Young people often have a word on their lips: confusion.
I don’t like my major, I’m so confused!
I don’t have a background in a prestigious school, I’m so confused…
Youth without confusion is not a normal phenomenon. Only through confused struggle can you find your true self.
The problem is that some students use confusion as an excuse to refuse to return to reality.
My suggestion: At this time, you might as well learn something.
Learning something will make you feel more at ease, just like saving money. If one day you are really kicked into the abyss by fate, who will definitely save you? I don’t know. Only the knowledge in your head may allow you to weave a rope to take you out.
I understand the truth, but how can I determine “what I should learn”?
I will give you five principles, referred to as “two points, two lines and one surface”.