I. Title
1. The role of the title
(1) attract attention
(2) screening the audience
(3) transmitting complete information
(4) Guide readers to read the text.
Step 2: Skills
Extreme: With three habits, she achieved an annual salary of one million.
Create competition: this kind of thing is more important than a woman's face.
Counter-common sense: failure is the mother of success? hold it
Go to extremes: After ten years of copywriting, I only learned one thing.
Manufacturing Competition: What kind of king pesticide can you play with it?
Counter-common sense: I worked hard, and as a result, I became poorer and poorer.
3. Whether the self-rated professional title is qualified.
(1) sense of urgency (sense of urgency)
A sense of urgency is equal to giving readers a reason to act immediately. When you add the element of time to the title, you will find that the effect will be completely different.
(2) Uniqueness
A powerful headline either describes something new or describes the past in a completely new way.
(3) Very specific (clear and specific)
The title should not be vague and lack of focus, which once again emphasizes the role of the title. The clever use of numbers will make the content of the topic more specific.
(4) Useful (practical benefit)
Good headlines attract and provide practical benefits to readers.
When you have written a title, why not use the "4U" formula to test whether it is effective? You can evaluate each U with a score, with a score of 4 and a difference of 1. But if your title doesn't get 3-4 points on at least three U's, it means that your title is not strong enough and the rewriting effect will be better.
4. Six steps of headline writing
The first step is to determine the theme.
Before heading, the first thing you should do is to determine the theme of a copy, that is, what kind of information do you want to convey to readers? What's your purpose?
The second step is questioning method's thinking.
Think with open questions: What are the characteristics of your content? What value can you offer? Who is your target audience? What will your target readers do? Why are you doing this? The purpose of asking questions is to find out the selling points that customers need and write them in the title.
The third step is to determine the title type.
Next, you should decide which of the eight title types to use. Do you want to combine them?
Step four, list the words related to the topic.
List all the words related to the topic on a piece of paper and then combine them randomly. For example, the words related to the title of this article can be listed as: copy, title, attraction, writing, eyeball, secret and skill. ...
Step five, check and polish.
After writing a title, you can use the four functions of the title and the "4U" rule to test whether a title is valid. And think about whether the title you wrote conforms to the basic principles of the title?
Step six, rewrite, rewrite, and rewrite.
Check the title with step five. If it is not effective, it is best to rewrite it several times and repeat the above five steps until it is effective.