How to create a title with 10w+ views!

British writer Malcolm Gladwell mentioned an idea in his best-selling book "The Tipping Point" that there are factors behind many incomprehensible popular trends. If you can grasp these factors, you can easily promote a popular trend.

Many articles with over 100,000 views can become popular on WeChat Moments, which can also be understood as a trend of popular content triggered on WeChat Moments. The factors behind this are a topic we need to delve into. What can drive the rapid spread of an article?

The answer is predictable. People's time is severely fragmented and their attention is seriously distracted. Unlike the era of print media, television and radio, in today's self-media, the content created by people is growing exponentially. If a good article does not have an attention-grabbing title, the article is destined to be buried in the vast ocean of words, and the effect of its dissemination is equivalent to zero.

Many people share how to write a 10w+ title and also summarize many rules, but they only stay at the analysis level, analyzing the grammar and meaning of the title and attaching several title cases. After reading it, they are unable to form an attachment point in their minds, so people still don’t know how to write a good title. Today, our 8 rules are going to solve the problem of how to quickly write a more contagious article title.

Rule 1: The Rule of Comparison

The comparison method can create conflicts and hit the heart directly through sharp contrast. It can usually catch the reader's attention at the first time and leave a lot of room for imagination, making people want to know what kind of mystery is behind the contrast. Usually, we have three techniques to refer to when writing such titles.

1. Digital comparison

It's very simple. Use two sets of numbers to create conflict. For example, an article that went viral on WeChat Moments some time ago was titled "What's the difference between a copywriter with a monthly salary of 3,000 and a copywriter with a monthly salary of 30,000?" The two sets of sharp contrasting numbers, 3,000 and 30,000, successfully created a conflict. Readers thought to themselves, why do I also make a four-digit monthly salary? Is there some secret to success for people who make a five-digit monthly salary? Driven by curiosity, the article's click rate soared.

2. Time comparison

Use two obviously different time periods to create conflict, such as "You are only 20 years old, don't live like an old man" and "Don't let your future self hate your present self".

3. Crowd comparison

Use the different feelings or views of two groups of people on a certain thing or product to create conflict, so that the audience has a strong curiosity to explore the views of people who are different from themselves on this thing or product, such as "10 popular items that women think are beautiful, but in the eyes of men..." When writing this kind of title, you can imagine several groups of people who will have opposing cognitions, such as men and women, wives and husbands, mothers-in-law and daughters-in-law...

Law 2: The Law of Resonance

The law of resonance seeks to reach an emotional consensus with the target users. If the title can reflect the target users' thoughts, it can arouse the readers' desire to read the article.

1. Use emotional words

Use emotional words directly in the title to stimulate certain emotions of the target users, such as "The bitterness of the copywriting industry, the road I have walked is full of tears" and "Work like a slave, don't be a second party!"

2. Hit the status quo

If what the title says happens to match your current situation, would you like to know more about the reasons for this situation? Directly reveal this situation in the title, such as "46 experiences of being penniless, which one touches you? 》 "Why do new media require so many skills but the salary is so low?"

Rule 3: Practical Rules

People's desire for knowledge will make them very fond of reading some practical articles, and if your article can really bring refreshing knowledge, you can try this technique.

1. Suspense + Numbers + Results

The suspense tells readers what problem to solve, the numbers tell readers how many methods there are, and the results tell readers what effect can be achieved. Readers can understand whether the article is useful or not just through a title, such as "How to Exercise to Lose Weight More?" Three ways to help you lose fat quickly

2. List the specific methods

Directly telling readers how many methods you have may have a good effect. For example, the title of my previous article was "WeChat Marketing, 15 Marketing Methods You Don’t Know" and the effect was also quite good.

Rule 4: The Law of Exaggeration

Exaggeration is not the same as boasting. It is a technique to use some interesting keywords or numbers to capture the reader's curiosity.

1. Contains the words "most" and "unique"

For example, the most comprehensive in history, the most beautiful attractions in the world, the 10 most delicious dishes in China, shocking, the only one in the world, these words will undoubtedly make readers full of curiosity to find out.

2. Use percentages or slightly exaggerated numbers

For example, "99% of smoking men have never seen high-end cigarettes", "98% of drivers don't know the meaning of these two signs on the road", "How to make 1 million quickly in a year? So this is the secret! "etc.

Rule 5: The Law of Numbers

Taking advantage of the fact that people are sensitive to numbers, the title should include numbers that are easiest for people to remember. It is recommended that the number should be within 20, such as "These 8 types of people will become poor in the future" and "Four major health and medical benefits of eggs, five dietary therapies, and six major taboos." Simple numbers can easily create memorable points in the mind, and people are more willing to read such memorable articles.

Rule 6: The Rule of Throwing a Brick to Inspire Jade

Using the "question" approach in frequently asked questions to create a title will give readers a sense that I know the answer, but I want to verify whether the author's idea is consistent with mine. This way, readers will be more motivated to click on the title. For example, use words such as "how do you evaluate", "how do you view" and "how", for example, "How do you evaluate Wang Sicong's criticism of Fan Bingbing and Zhang Xinyu on Weibo? 》

Rule 7: The Rule of Suspense

The title only says half a sentence, leaving some room for readers' imagination and creating a certain suspense, so that readers will read the article driven by curiosity. It uses the event + omitted sentence structure and does not state the result. For example, "This beautiful driver mistook the accelerator for the brake, and then..." "A young man from Zhuzhou appeared on If You Are the One, and after all 24 lights went out..."

Rule 8: Hot spot rule

Making use of hot keywords is the golden rule for attracting traffic. On some self-media, the platform's keyword recommendation mechanism will be triggered, and the articles recommended by the platform will naturally have a certain amount of exposure. In addition, readers are often attracted by hot topics, so the title will naturally have a high click-through rate. For example, the crew of "Go Princess Go" was too poor, but the show was still addictive. When "Go Princess Go" was popular, the article would naturally be sought after by readers.

Author: Zhao Wenbiao

Source: User Operation Observation (ID: yunyingguancha)