If you don't know how to drain, it's useless to write an article about 100. Transformation and drainage are the key points that an excellent marketer needs to pay attention to.

When I first started doing new media operations, many people stopped at the content of the article. They found themselves in the content output of the article is still good, but the final transformation effect is not good. The reason is that most people are limited by drainage.

In this piece, I have a deep understanding. When I first entered the new media operation, I didn't understand the transformation in my previous work, but just wrote articles blindly. Later, I received a notice that my performance target was not up to standard, and began to reflect on why I wrote so many articles.

If you want to start a new media operation, here are the introductory guides you must know.

Think that you have no big problem with the content, and then compare other people's articles and try to figure out the high-level articles transformed by drainage. After reading hundreds of articles, I finally found that my drainage was too poor. Through continuous improvement, I changed from 0 to 4, and then to more than 20.

The so-called drainage, as the name implies, is to lead people to their own platform. In today's era when users are immune to various marketing methods, you must learn to use more refined drainage methods in the process of drainage, so that you can get more traffic. The commonly used method of drainage is drainage speech. There are two types of drainage speech, one is hard drainage and the other is soft drainage. I will analyze all kinds of words in these two skills and finally sum up five methods.

First, direct advertising method.

Second, the pain point welfare law

Third, the trumpet auxiliary method

Fourth, self-directed and self-acting method.

By the way, five.

Now that we know the methods of drainage, let's disassemble the skills of these five methods in application.

First, the direct advertising method: Needless to say, the direct advertising method of advertising can be described as the most direct drainage method. For example, billboards seen in life, or articles on WeChat official account. They don't shy away from the consequences of advertising effects on users. Anyway, they just advertise after they finish speaking.

Like the previous TV series Ode to Joy, the advertising method of Vipshop in this drama can be described as very direct. However, in the articles of Zhihu Platform, people who want to quote this direct routine will generally post links directly in the articles.

For example, a tutorial article lists an app, followed by a link, and also specifically introduces clicking on the link. If there are some apps that promote drainage, it is to directly publish the app download link to guide users to register. This way is straightforward without any packaging, just like an article in Zhihu:

They don't shy away from whether users don't like watching it or how to make it more acceptable to users. As long as advertisements are published, willing users will definitely take action. This direct advertising method should be considered when investing. After all, this direct effect does not apply to all platforms.

If you don't want to use this direct way and want to use a more euphemistic way, then take a look at the following pain point welfare method, which directly uses the user's psychology and grasps the user's needs.

Second, the pain point welfare law: it is no stranger to operators to make welfare resources for the target users of the article and guide users to pay attention to receiving pain point welfare. Every behavior you do revolves around the pain points of users. You can be a poster, or you can be a way to get benefits and bring immediate benefits to users.

Take the drainage of WeChat official account as an example. No matter outside or inside the station, we use a welfare that can stimulate users and guide users to pay attention. Like personal business sharing, their common words are: pay attention to the official account of WeChat, reply "XXX", and get and receive "22 Internet entrepreneurial projects" for free.

Let me talk about this drainage method first. This kind of behavior has a euphemistic way directly. He grasps the pain points of the target users and points out their inner needs, thus guiding them. After learning this hard drainage technology, I have confidence in writing articles, and I am no longer afraid of not attracting traffic.

But on some platforms, this is not allowed. If they appear, your article or account will be banned. So when using this way of speaking, we need to pay attention to the platform rules.

However, because this method is very forbidden on some platforms, you have learned this direct and excellent drainage method, and you need to learn some softer implantation drainage skills. For example, trumpet-assisted method, in which no one can perceive what the problem is.

Third, the trumpet-assisted method: What does it mean to bring rhythm to the comment area with a trumpet? Just give you a large size and get some benefits first. Find a trust first. Let others know that this article has such benefits and this benefit is credible. Then create a certain sense of trust in this way, and you will have a steady stream of users commenting below you and asking for certain benefits.

For example, some articles mentioned "XXX data I compiled", and a small comment "Please ask for this data" appeared at the bottom of the article.

There are many situations like Little Red Books on the platform. Among the banknotes issued, some people commented on the welfare at the bottom of the banknotes. For the protection of the author, the relevant private information is not disclosed much. You can see these examples for yourself.

Trumpet has a rhythm in the article comments. The comments require "kneeling for the information in Figure 5", and then reply "I get the information by private message" in tuba, which is an unknown drainage method. This is a very useful way to start an account. Another way is to be a member of his family, that is, a director and an actor, but there is no need to use two places at the same time like him.

4. Self-directed and self-acting: Set yourself a role that is consulted by thousands of people. Self-directed and self-acting means that you mentioned the purpose of writing this article at the beginning or end of the article, and you should also point out that you were asked or many people came to see many such examples. For example, I saw an article like this on the Douban platform:

In this article, the author writes in a self-directed and self-acting way. The article mentions that "since many friends have asked me, I will make an advertisement, and the official account of the company's WeChat is XXX". This self-directed and self-acting way will attract many users to a certain extent, and it will also bring more accurate traffic to itself.

There is another way, he doesn't have to find a doppelganger or perform by himself, and he is so light that people are inadvertently attracted to one of his points. This method is an incidentally mentioned method that will be mentioned below.

5. By-the-way formulation: planting grass to convince by-the-way formulation with your own achievements. This is the most obvious way to use the "user perspective" to drain yourself as a user and tell your personal experience. He used his own experience to tell users how good it was and persuaded users of this platform. For example, there is a passage in the simple book:

This method mentioned by the way is very useful on some sensitive platforms. It is not obvious and realistic, giving users a good feeling.

Today, with the development of refinement, there are so many drainage methods that drainage can never be completed overnight. After you learn these drainage techniques, you must practice them, so that you can understand their usage and find the drainage techniques that suit you. Only by using the right method, coupled with your execution, traffic will continue to appear.