When I first started writing an article, I didn't realize the importance of the title. I think the most important thing in the article is the content, and I despise those title parties. With the expectation of the first article and a thousand readings, I published three carefully prepared dry goods in the newspaper. As a result, the reading volume of each article is only about 20, and my heart is seriously frustrated.
What puzzles me is that the content of my article is not worse than the first one, but why do others read thousands of articles, while mine has only two digits? What is the reason behind this?
After comparing and summarizing, I found that the title of my article is too ordinary, and others have no desire to open it at all. It turns out that even the best content needs a good title. It was wrong to think that the topic was not important at first.
Statistically speaking, 8 people in 10 can read headlines, and only 2 people can read articles. Therefore, we should really pay attention to the title of the article and spend more time on it, because it directly determines the click rate of the article.
This is one of my dots. The reading volume of the same article and two different titles is 42 times different.
Since the title is so important, how to write a good title?
Xu shared a secret of writing a good title: write 100 titles. How do you feel when you see this answer? This is horrible! To make a good title of 1, you actually need to write 100 titles.
After careful consideration, I found an important fact hidden behind his answer: good topics are picked out, not done overnight.
When you only write a few titles, there are few angles of thinking, and it is difficult to pick out a good title. If you think from multiple latitudes and write 100 titles, then the probability of hiding the titles is very high. This truth is the same as casting a net widely and focusing on salvage.
If your article doesn't have a good title, it's either that you don't have talent, or that you write too few titles. How to think from multiple angles and write multiple titles? Next, I will talk to you about the professional process of writing titles.
Only when the topic flow is clear can the quality be guaranteed. Copywriting is generally written in these three steps.
What are the key words of this article? Find out the key words and combine them into a declarative sentence. Of course, you can also use this sentence pattern to write the title quickly. What is this article about? Like me, this is an article about how to write a good title.
With declarative sentences, I know the key point of this article. Next, write multiple titles from four aspects of DISC4. Most people only write titles according to one behavior style, so the titles written in this way are often just an angle. Even if you beautify the text best, it may only bring about 3% reading changes. If you change your behavior and write the title from multiple angles, there may be a gap of 10% or more.
Compare the titles from different angles and choose 3-5 high-quality titles. How to determine which of these high-quality titles to use? The best way is trial and error. Take a trumpet, a circle of friends or show it to the target users around you to see which title is more attractive and which they prefer to order.
Type D is a commander, who is good at the struggle of will and the transmission of confidence. D-type title is concise and focused, which is very suitable for dry goods. So how do you write D? Here are five tips to share with you.
User pain point method
Fans will have their own pain points, and most good articles will solve some of the pain points of fans and convey valuable information or opinions. It is a good title to extract the pain points and valuable information solved in this paper as a title.
A. "I do one thing every day to treat procrastination."
The topic pokes the pain point of people's "anxiety", and I believe that people with anxiety may open it.
B. "This is not the life I want!" -Destroy it all and start again. "
Key contradiction method
Find the key contradiction in the article and enlarge it. When readers can find contradictions and conflicts at a glance, they will be interested in reading. If there is no contradiction, you can also try to create one.
A. How to reach 654.38+0 million users without spending a penny?
B: All the jobs for graduates with a monthly salary of 20,000 yuan are here!
Questions and rhetorical methods
The title is a question that can attract the attention of fans. If the answer to this question is what fans want to know, then he will open it.
For example, the following two headings:
A. what kind of man won't cheat?
B. What is the most disappointing marital status?
Seeing these two titles, I believe many women can't help but click to read the article and want to know the answer to the question.
Make good use of Zhihu style.
When you open Zhihu, you will find the above problems, which are generally in these two forms.
A. How to evaluate * * *?
B.**** * *, what kind of experience is it?
This kind of title is more suitable for popular science and funny titles.
A. What is the experience of talking and communicating with robots?
B. what is the experience of not being able to cook? hahaha~
Celebrity style
Celebrities bring their own traffic and attention. If there are celebrities in the title, the greater the celebrity's fame, the higher the reading and forwarding volume.
For example:
A. Ma Yun's unmanned restaurant opened today, with no ordering staff and no cashier!
B. Zhang Xiaolong, the father of WeChat, shared internally: the product has only one positioning!
If the title of a celebrity is not big enough, you can add recognition to the title. Recognition can emphasize the importance of labels, and notes are sometimes more important than popularity. For example, teacher Peng Xiaoliu, a network celebrity, is a knowledge teacher. If a brother Peng Xiaoliu joins us, the recognition will be higher.
Type I is good at describing and creating an atmosphere of experience and atmosphere. I-type headlines are common and suitable for hot topics and marketing topics. By arousing your emotions and curiosity, you can click on the title. So how do you write high-quality I-type titles? Here are six ways to help you.
Hot spot tracking method
Hotspot is a hot topic that everyone pays attention to recently, and it is easy to attract people's attention. Hot spots are not only hot events, but also festivals and solar terms. But hotspots are time-sensitive, and the title of chasing hotspots is speed. It is best to bring your own views and attitudes.
For example, the title of the new rules of the network car, tiger sniffing.
Beijing and Shanghai require "local household registration" and "local license" for special cars, which is "destructive" to Didi.
Welfare type
As the name implies, it is to induce users to open articles of interest. In particular, articles on marketing topics will attract users' attention by using benefits such as preferential activities, discounts and special prices. There is a trick here, that is, the prize with the highest discount amount and the greatest value will be highlighted.
For example, the title of China Merchants and Ping An Credit Card article:
A. blue and thin? Mushrooms? A wave of half-price tickets to comfort you
B. 100% gets a red envelope, and there is a chance to get an iPhone6S.
C. If the cash is up to standard in installments, you can buy a transparent pot worth 798 yuan from Kangning Crystal Color.
D.iPhone7 hits you for free! Pick it up quickly ~
Put aside suspense
Halfway through the speech, the ellipsis was left, which aroused a series of reverie of users and made people have to click to know the next article. This method is suitable for stories or articles with new ideas.
take for example
A. The first killer of marriage is not cheating, not mother-in-law, not domestic violence, but ...
This wife published the record that her husband didn't come home in the last three months, but I didn't expect …
C. Don't trust your ability too much, otherwise there will only be one result. ...
Anti-common sense
This kind of title is very demanding on the content of the article, and it is generally anecdote. If the content goes against people's common sense, then it is appropriate to choose this title method. For example, recent hot spots:
A. Shanghai Jing Xian Shenzhen-Shanghai type: two rooms, one living room and one runway! haha
B. The car was deducted 660 points, and the driver was in tears, indicating that he didn't want the car.
hyperbole
Mainly through exaggeration to exaggerate something or a point of view, so that the title appears divorced from reality, thus attracting people's curiosity. Recently, all platforms are rectifying the title party. It is suggested to pay attention to the scale and exaggerate moderately.
Strong attraction type
Headlines usually contain words such as "most", "must go", anything, incisive and so on. These words make people can't help clicking at first sight, and then turn around first. At present, this title is used by many people, and now it has become a rotten street, so it is not recommended.
Compared with the other three types of titles, S-type titles are rare. S-type titles are considerate and can say what fans want to say, which requires some insight. There are two main ways to write S-type titles.
Sign-in method
Everyone will care about themselves. If you can speak from the perspective of fans, fans will probably think "that's me" when they see this type of title.
For example:
A: I am still young. Let me be poor for a while.
The older you get, the fewer people will forgive you for being poor.
C. Reading at night | No luck, but you have been working hard.
D. The more you give in, the more others push their luck!
Inspiration/inspiration method (of teaching)
I'll tell you if I can find out the rules by gaining insight into the general experience of fans. This kind of topic is more difficult, but it is becoming more and more popular at present, such as the following:
A. Pretend you don't care about money, and you really have no money.
B. in the relationship between father and daughter, the appearance of daughter's marriage is hidden.
C. The world rewards good people in secret.
Class C titles pay attention to quantity and accuracy, and are suitable for dry goods and news topics. Common numbers and symbols in class c titles. In my own self-media articles, titles will use more numbers, mainly C titles.
Law of numbers
Digital recognition is high, giving people the impression of high information content and strong professionalism. Most people will look for dry goods to stimulate users' desire to find something valuable.
For example, my workplace from the media article title:
A. What are the three characteristics of efficient people in the workplace?
B.4 small coup to help you improve your personal charm in the workplace!
C. whether the job you are looking for is good or not depends on these three points!
Inventory rule
This kind of headlines mainly appear at the end of the year. Through a period of summary and inventory, sort out the content of a certain subdivision, and then package it to fans to save time for fans. In addition, using fans' interest in "inventory" can attract many fans.
For example:
A. Annual Inventory |20 17 What are the functional updates of WeChat public platform?
B. Take stock of the five autumn men's wear trends, and wear them in different seasons!
The main function of the title is to attract users to click on the content. In other words, the title only serves the content, it is not the main body. If your content is 70, then the title is 80. After all, what brings value to users is the content of the article. If the content is not valuable, the title is still reliable.
If you just want to be a title party, you'd better remember what American President Lincoln said: You can deceive all people at some point, or you can deceive some people all the time, but you must never deceive all people all the time.
Finally, a brief summary. Writing the title of a copy is skillful. This skill is based on CD-ROM, operating different skills, writing as many titles as possible, and then picking out the good ones.
Most people can master this skill as long as they practice frequently, and then write an eye-catching and amazing title.