20 tips for hot-selling headlines!

Besides the content, the most important thing about an article is the title.

01. Gaining popularity

This technique is a very common and useful way to write titles to increase popularity.

There are three parts here.

What is popularity-seeking? Why do you want to gain popularity? How to gain popularity by currying favor with others?

1. What is fame?

Simply put, it is to use something well-known to talk about something less well-known.

In fact, we all use this technique in our daily lives: suck up to someone, so-and-so once said something, and everyone has said or heard it more or less.

To put it bluntly, it is called using celebrities to gain fame, but when it comes to new media, it has become called riding on the popularity of others.

Second, why do you want to gain popularity?

Because readers usually don't care what ordinary people say or do.

Readers may be very interested in what celebrities like Jack Ma and Lei Jun say and do.

He would click to see that most new media editors have reported on it, or have seen others clinging to Jack Ma.

There are almost always articles with titles like "What about Jack Ma's colon" in the circle of friends.

In fact, Jack Ma learned to use this trick more than 20 years ago.

A sentence that Jack Ma often said around 1995 was that Bill Gates said: The Internet will change every aspect of human life.

In fact, this sentence was not said by Bill Gates, but by Jack Ma. But at that time, Jack Ma was not well-known and had no authority, so no one believed what he said.

So he had to very cleverly change this sentence to say that Bill Gates said it. It's like standing on the shoulders of giants. Of course, Jack Ma’s comment is actually a clickbait title.

I give this example just to illustrate to you the effect of gaining popularity.

In summary, there are two major benefits of gaining popularity:

1. Attract attention and bring in traffic.

Celebrities and bigwigs naturally attract new attention. If you put them in the title, more people will naturally click on it.

2. Strong authority, increasing clicks.

Celebrities and bigwigs make people feel that the content is not to be missed because of their authority.

3. How to gain popularity

In the new media, gaining popularity is not just about clinging to celebrities. We can cling to anyone who is famous.

I roughly divided you into four categories of thighs:

1. Famous people

If the topic of your article content includes some famous people or is related to famous people, you'd better put the name of this famous person in the title.

Celebrities are eye-catchers, which is the simplest and most direct way to attract users.

"Jack Ma, Zhang Chaoyang, Liu Qiangdong, can you wear your suits properly?" 》.

"The Secret Luo Zhenyu Will Never Tell You".

"Divorce ruins the children."

Another particularly classic one is "Sun Li and Yao Chen both play with their children like this" which makes you want to like it as soon as you see it.

You see, these are all celebrities and bigwigs from the business and entertainment circles. As long as the names of such celebrities are put in the title, the click rate will be much higher than if the names are not put in the title.

The original title was "The most successful Internet tycoon in the past decade: What is the most failed project? 》.

Let’s modify the most successful Internet tycoons in the past decade and make it more specific, directly pointing out which tycoons they are.

The revised title is "What are the most failed projects of the ten bigwigs including Zhang Xiaolong, Lei Jun, Liu Qiangdong, Zhou Hongyi, etc.? 》.

This is much more intuitive, and every celebrity can cover a large number of people.

The original title is "The Ten Most Important Habits in a Person's Life".

You may not want to click on this title just by looking at it, but I will change it.

If it is changed to "Zuckerberg's lifelong habit", then perhaps more people will click on it.

2. Authoritative titles

Sometimes you want to write about a big shot, but although he is very good, he is not well-known. We can use his title at this time.

Generally, authoritative titles in companies and organizations are widely recognized and have the power to attract attention.

Let’s look at two questions first and see what the problems are.

"Tao Fei: Why I am still extremely panicked after working for ten years".

"Kalanick: I always maintain a passion, and I love it even if I lose."

Look at the first question. Although Cao Fei is a very famous person, most users don’t know who he is.

But when we put his title "Tencent Product Director" on the page, everyone will see it and think that this person is very capable, so they will want to click to read it.

"Cao Fei, Product Director of Tencent: Why I am still extremely panicked after working for ten years".

What’s the problem with the second question? Kalanick still has the name problem.

In fact, Kalanick is the founder of Uber and is very powerful, but his popularity is far from enough.

So we need to change it to "Uber founder's speech at Tsinghua University: I always maintain a passion, and I love the game even when I lose."

3. Authoritative institutions

Authoritative organizations are not only well-known, but their officiality and authority have the power to convince people, making them not doubt the results and generate a desire to read.

One of the titles is "A top Tsinghua scholar started a business valued at 20 billion after four years. The biggest failure in Xu Xiaoping's investment career was missing out on him."

The word "Tsinghua" was actually used in this title deliberately, as the original title was very long. But I still can't bear to delete it, because these two words carry very heavy weight.

Another title is "Sixteen years ago he was called a tragic man by the People's Daily, but now he has created a 500 billion empire."

This title also deliberately used these four words from People's Daily.

4. Hot events

Hot spots always occupy the largest traffic. Every time there is a big hot topic, there will be many accounts trying to take advantage of its popularity.

"The First Half of Life of Ten Full-time Moms Is Really Not Like Luo Zijun" is a popular drama that is taking advantage of the screen.

"I Almost Forgot Linkin Park, I Almost Forgot My Younger Self" is a song that takes advantage of the popularity of the lead singer of the band Linkin Park who committed suicide by hanging.

You can often try to take advantage of some hot topics when writing titles, but you have to find relevance.

Ordinary editors are experts in extracting thighs from article content, while experts can forcefully attach thighs to any content. In other words, as long as you want to get on top of someone, you can get it.

There is an article titled "Lei Jun started with 500,000 yuan and built a company with a market value of tens of billions, and almost sold it to Jack Ma at a low price before the IPO."

This article is actually written by Fang Fengxin of Baofeng Video, but because Feng Xin is not well-known enough, using his name directly in the title may not be effective.

So I studied Feng Xin's entrepreneurial experience and found that he has connections with many celebrities in the Internet circle.

Among the people involved, we selected the relatively most well-known Lei Jun and Jack Ma and put them in the title to attract everyone's clicks.

One of the articles was titled "Jack Ma praised President Xi for shaking hands with him, saving the country 50 billion yuan a year, but his employees were beaten up by evil forces."

This article is actually about a startup company called Huochebang, whose founder is Dai Wenjian. Why these two names?

You will know it if you listen to it, whether it is the name HuoCheBang or Dai Wenjian.

This name is not well-known in the entire Internet circle or in the general public's knowledge.

So we should find out which big guys this content theme is related to.

It was finally discovered that because this company could save the country a large amount of energy every year, it was recognized by President Xi and Jack Ma.

Therefore, their names are used in the title to attract everyone's clicks. Read the title again.

"Jack Ma gave a thumbs up, Xi Jinping shook hands with him, he saved the country 50 billion yuan a year, but his employees were beaten up by evil forces."

In fact, you don’t even have to think about whether people will care about this startup.

As soon as he sees the title, he will click to take a look, so I will sort out the general idea of ​​clinging to someone else's influence.

First of all, see if the content you wrote involves some big names. If so, try to reveal it in the title to attract everyone's attention.

Secondly, if the content itself does not involve any big names, then you have to think about whether the people and opinions in the content you wrote can be related to some big names.

If possible, find a way to put it in the title. Finally, the purpose of our clinging to someone else is to gain popularity, which is the title of our class.

Therefore, one article often involves many big names. When we write headlines, of course we give priority to those with higher profile names. What you need to pay attention to is to avoid using clickbait titles.

Because all the cases discussed here are actually talking about these contents involving or related to these thighs, so they are used in the titles.

If the word you use in the title has nothing to do with the content, then it’s pure clickbait.

This is not good, as it would be considered deceiving users and their reading experience would be very poor.

02 Use numbers wisely

Clever use of numbers. I believe that most people often see numbers used in many titles when reading.

When you write your own titles, you will use numbers consciously or unconsciously. This article will tell you about this technique.

The first thing to talk about is why we need to use numbers, the second is which numbers to use, and finally how to use numbers cleverly.

1. Why use numbers?

There are three reasons to help you summarize:

1. The reason is high recognition.

Interspersing numbers among a bunch of Chinese characters will be particularly eye-catching and can quickly capture the reader's attention.

"68-year-old Lao Gan Ma, worth 7 billion, drives a Rolls-Royce, and the government gave her the AA8888 license plate. She is the most willful goddess in China."

This title has less than 35 words, but it uses three sets of numbers: 68 years old, 7 billion, and AA8888.

A simple title actually uses three sets of numbers. When such a title is placed in an environment with multiple pictures and texts, its recognition will be very high.

"170 employees were cheated, 5 million was lost, and the CEO ran away. This is just a sample of the path to a startup company's bankruptcy!" 》

Look at this title. It has fewer words than the first one, but it still has two sets of numbers and one set of letters.

Like letters and numbers, their recognition is just as high as that of Chinese characters. Sometimes you can try using more letters in addition to numbers in your title.

2. Clarify expectations

Readers' concentrated reading time is very short. If there is data in the title, it can give people basic expectations and directly explain the main structure and key information of the article.

Readers will only click to read the article if they clearly know what benefits they will get from reading it.

"This is an operational information package that can increase your monthly salary from 3,000 to 30,000."

When you see this title, you will think that by opening this article, I can find some very good operations information that can help me grow faster in the operations position.

"Ren Zhengfei's speech on the News Broadcast lasted 48 seconds and contained only 230 words, but it is worth reflecting on by every Chinese."

When you first glance at this title, you will know that I clicked on this article just to read Ren Zhengfei’s 48-second, 230-word speech.

"I have ten work experiences worth 1 million, but they are free today." You see, he also has very strong expectations, of course, regardless of whether it is worth 1 million or not.

You'll know it when you see the title. That’s for sure, when you click on it you can at least see ten very valuable workplace experiences written by someone who has experienced it.

3. Specific and intuitive

Numbers can convey information concisely and clearly. Using numbers to highlight the highlights and value of news can directly catch the user's attention and make the user eager to know the points behind the numbers.

Zhang Yiming has interviewed 2,000 people in ten years. Young people who succeed in their careers all have these five characteristics.

The original title was "Zhang Yiming: Young people who are doing well all have these five qualities."

The revised title added "Interviewed 2,000 People in Ten Years". Why added this? Young people who are doing well in their lives all have these five qualities. Who has the right to say such things?

Only someone who has met a lot of people, encountered a lot of people, and is very good at judging people, is qualified to speak about this. How to prove that he is qualified?

So after ten years and interviewing 2,000 people, does that mean you are still not qualified? This is the expression of numbers, which can be more specific and intuitive.

Why take three minutes to do something that can be done in five seconds? 》.

"Only if you do these six things will your boss give you a raise."

They all express what he wants to express in a concrete and intuitive way. This is the unique charm of numbers.

2. Which numbers to use

There are so many different kinds of numbers, which ones should be used and which ones should not be used? Are there some commonly used digital types and how are they used?

The following four categories are summarized:

1. The character’s age

You will find that the age of the characters is often found in many titles, but not all titles with age numbers can be used to attract people.

So is it useful or not? When should it be used?

Here is a little trick: being young means you are young and promising, so you can use it. Being older means you are still strong and can be used. If you are neither too old nor too young, don't use it and try another angle.

"A girl born in 1998 started a business, and five investment giants competed for 15 million in financing. What do the uncles and aunts born in the 1990s think? 》.

This is a typical example of a young and promising person. He started his own business in 1998 and received 15 million in financing. It's simply amazing, well worth watching, very shocking.

"He started his business at the age of 56, but now his profit is 1.5 times that of Huawei. He is a man who makes his competitors tremble."

This man is still strong and started his business at the age of 56. Generally, people at the age of 56 are about to retire, but he started his own business, and he was so successful that it would shock the readers.

"At 17, he said he wanted to clean up the ocean, but no one believed him. But at 21, he did it."

Young and promising: How ambitious you are to clean up the ocean at such a young age. This is the first trick: the character’s age in numbers.

2. Numbers that indicate time

Regarding the numbers of time, they are not suitable for everyone, just like the age of the characters.

A little tip:

A short time means rapid development and can be used. A long time is the spirit of craftsmanship, a strong will, and it can be used. If the time is neither too long nor too short, don't use it and try another angle.

"Selling 30,000 pieces of clothing in one minute, the boss is richer than Bill Gates, and he subverted the entire retail industry with just one word."

This is a typical example of rapid development, selling 30,000 pieces of clothing in one minute, which is of course very attractive to put in the title.

"How Didi eliminated 30 competitors in four years and raised 35 billion U.S. dollars." This is a typical example of rapid development.

It took only four years for a startup to grow from zero to $35 billion. This must be very attractive if put in the title.

Especially entrepreneurs and investors will definitely click to read such titles when they see them.

"This Japanese craftsman has been kneading dough for 40 years, and even the macaron master flew across half the world to ask for advice."

Typical craftsman spirit. When you see the title, you will wonder how there are such people in this era? He has been sticking to his profession like this for 40 years.

《Because of his wife's words, he stayed in a 9-square-meter ramen shop for 46 years. Someone waited for nine hours just to have a bowl of noodles.”

This is another typical example of craftsmanship. He has been making ramen for 46 years.

Of course, not only people who make ramen have the spirit of craftsmanship, but people who eat ramen also have the spirit of craftsmanship. Waiting for nine hours just to eat a bowl of noodles is very attractive and shocking in the title.

3. Numbers related to money

Who doesn't love money? Does anyone complain about having too much money? No, everyone loves money very much. Basically all users will be interested as long as they see numbers about money.

Commonly used numbers related to money include salary, annual salary, net worth, price, valuation, financing amount, etc.

Regarding salary, "What is the difference between a copywriter earning 3,000 yuan a month and one earning 30,000 yuan a month?" 》.

This is a typical and very successful routine. In fact, different industries have been using this title pattern in recent years.

"Pancake stall lady, I earn 30,000 yuan a month, how could I be short of an egg from you?" 》.

You see, this is heartbreaking again, right? The lady running the pancake stall can earn 30,000 a month, right? This is related to money and salary income, and most people will be interested in it when they see it.

"After missing out on 18 million yuan in financing, he saved the company with 900 yuan."

This is a typical amount of financing, which shows great trust in this entrepreneurial era.

"About the price: the 400 yuan facial cleanser is not as good as the 20 yuan one."

Most people will click to watch it after seeing it. Why? Because everyone uses facial cleanser.

Most people don’t know how to choose a facial cleanser, don’t know what brand of facial cleanser is suitable for their skin type, and don’t know which one is more cost-effective.

When people see a title like this, they will click on it to see if it is related to their own interests.

4. Numbers replace adjectives

What does this mean? For most things, you can use numbers to express or reinforce what you want to express, and it's usually better than using adjectives.

Adjectives are vague, while numbers are intuitive, specific, and recognizable.

We talk about rich and poor, fat and thin, tall and short, big and small, long and short, fast and slow, near and far. In fact, we can express all these with numbers.

Original title: "Former deputy director of the Coal Department of the National Energy Administration was arrested on suspicion of bribery and huge amounts of property from unknown sources."

What’s wrong with this title? There is a word in it called "huge amount", but it is hard to explain what a huge amount means.

The revised title: "Former deputy director of the Coal Department was prosecuted for having 230 million yuan in cash hidden at home and burning out four money counting machines."

What is a huge amount? 230 million yuan and the burning of four money counting machines are very specific and very tense.

Original title: "How to sell your house quickly". What is fast, a week or a month?

The revised title: "How to Sell Your House in 24 Hours" is much better.

Original title: "How to create 100,000 pieces of content through explosive headlines ."

This article focuses on how powerful the title is, which can make an article reach over 100,000 views.

The revised title: "For these ten articles, the number of readers increased from 10,000+ to 100,000+ just by changing the title."

This is a typical way of using numbers and comparison to make the title of an article more powerful.

Any number that appears shocking can actually be put in the title. Every time you finish writing an article, read it through.

Then extract all the information with numbers and see which numbers can attract readers and make them feel shocked.

Then try to extract these numbers and put them in the title.

"The most powerful tiger mom in history, born in the countryside, raised a son, and actually got 35 doctoral degrees."

These 35+ doctoral degrees are very shocking at first glance.

What is it like to write content that has over 14 million views? 》.

Look at the reading volume plus 14 million. Isn’t this title very shocking? All new media people or all people in communication will find it very shocking and will definitely click to read it.

"Robin Li: 50% of people will be unemployed in the next ten years." You see, this number is also super shocking.

Unemployment + 50% may not be so attractive if it is changed to "In the next ten years, 2% of people will be unemployed."

03 Exploiting human weaknesses

Next, let’s talk about a title technique that takes advantage of human weaknesses.

I will explain it to you in three parts.

The first part is why take advantage of human weaknesses? The second part is what are the common weaknesses of people? The third part is how to use the seven major human weaknesses to create titles.

First, let’s move on to the first part: Why should we take advantage of human weaknesses?

1. Why take advantage of human weaknesses?

First of all, it is because everyone has weaknesses, and everyone’s weaknesses are basically similar, such as greed, lust, gluttony, and laziness. Does that mean everyone has such weaknesses?

When we talked about topic selection, we actually said that when you write something, you have to pay attention to coverage.

As long as the number of people covered is large enough, your article will have enough potential to become a hit. This is one point.

The second is that although everyone has weaknesses, everyone actually has a heart that desires to do good, and everyone’s life is actually like this.

It is a process of fighting against one's own weaknesses, and often losing. In fact, the essence of media is traffic, which is to grab everyone's time and attention.

Then you can write about these human weaknesses, which will hurt the users’ hearts and they will not be able to help but click to read.

2. What are the common weaknesses of people?

If you are a movie lover, you should know there is a very famous movie called Seven Deadly Sins.

The seven deadly sins come from Catholicism, and they are pride, envy, wrath, laziness, greed, lust, and gluttony.

In fact, the correct term for the Seven Deadly Sins should be Seven Deadly Sins, which means source and origin.

So the seven deadly sins refer to the sources of all bad things or all weaknesses of human beings, which can be classified into these seven deadly sins.

So then I analyzed it and found that actually all of our weaknesses can basically be classified into these seven deadly sins.

So let’s talk about these seven dimensions.

3. How to use the seven major human weaknesses to create titles

The underlying logic behind using human weaknesses in titles is to use the title to strongly demonstrate your support or opposition to this weakness.

1. Arrogance

The essence of arrogance is actually a sense of superiority.

You must always remember one thing: all the showing off in your circle of friends is actually showing off your sense of superiority.

Whether it is showing off your face, legs, travel, food, girlfriend, or overtime, in essence it is all about showing off your sense of superiority.

Showing off one's sense of superiority is actually a motivation for many people to post on WeChat Moments, because people cannot survive without a sense of superiority. If you think about it, it is true. A sense of superiority actually includes superiority.

Words or themes such as narcissism, vanity, showing off, achievement, etc. I will now read six questions to you and you can feel them.

First, Mimi Meng, I’m living well alone, why should I get married? This is actually a sense of superiority.

He actually meant that I am an independent woman, I don't rely on men, etc.

The second one is a self-recommender. Why should I help you? This is still a condescending attitude, which actually contains a sense of superiority or self-achievement.

Then there is an article from Nian Gao Mama titled: If you take your children out like this during the New Year, you’ll get 800% of the people turning around to look at you.

Then his other topic was "Talk about my mentally retarded husband", and someone else said "Talk about my mentally retarded husband". What kind of superiority is this?

It’s actually very simple. You’re showing off that at least she has a husband, right? You don’t even have a husband.

One of the articles posted by mainland tourists is titled: Is lipstick expensive? Why can't you buy it yourself? In fact, it is similar to what I just read by Mimi Meng.

Then change yourself. One of the articles is titled: Why do the less capable people have stronger self-esteem?

The person who posts this kind of article must be someone very capable, so he would post something like this on WeChat Moments. This is the first one.

2. Jealousy

The word "jealousy" actually includes things like dissatisfaction, complaints, comparisons, rivalries, and vanity.

When people see a title like this, they usually think, this is actually possible, why haven’t I done it?

He did it, and I need to quickly study how he did it so that I can do it too.

In fact, it is probably this kind of psychological state that will force you to click on such a thing.

For example, there is an article in Socket Academy titled "Why does this small shop of three square meters make 300 million yuan a year?" This actually involves a kind of comparison, competition or vanity.

Then Mimi Meng also had an article titled: That short classmate who is only 1.5 meters tall now has an annual salary of one million, and another topic was: How come he was promoted three times in just two years after graduation, with his monthly salary increasing from 4,000 to 40,000?

3. Rage

This is also a huge human weakness.

There is a saying that one should not show his joy or anger on his face, but in real life, the common practice is to show joy on one's face but not anger.

In other words, in real life, people generally do not express their anger out of consideration for maintaining social relationships.

But these negative emotions actually need an outlet to vent, otherwise people will suffocate. In fact, many articles in the circle of friends serve this purpose.

The outlet is that I express my dissatisfaction, anger, etc. by forwarding your article.

Let’s take four examples. The first one is from Mimi Meng, who you may all have heard of. She said, “Don’t fucking ask me to vote for your baby anymore.”

Everyone felt this particularly deeply in 2015, when there were many cute baby competitions, baby competitions, photography competitions, and so on.

There are many young mothers who will post various messages on their Moments, or directly ask you to vote for No. 1, saying that my baby is so and so.

This is very annoying, but you can't just curse back, because most of the people who send you messages are your friends, relatives, etc.

Then you can only forward articles like Mimi Meng's, which can serve as an outlet or tool for you to express your dissatisfaction and anger.

For example, Mimi Meng has a very classic and famous title: "Ask me to lend you money, is there anything wrong with me?"

You see, this kind of thing actually serves as a tool for the public to vent their emotions.

Many people may have had this experience: a friend borrowed money from you, and it may have been a year ago, and you are looking forward to him paying it back every day.

But he always pretends not to remember, and sometimes you can't say it directly, so you can only vent your emotions by forwarding such articles.

For example, there is an article by Nian Gao Mama titled, I will never tolerate this kind of treatment of my children.

There is also a recent hot topic on Yaolingling about a pregnant woman jumping off a building, which is also to help everyone vent their emotions.

Her topic was that a pregnant woman who had difficulty giving birth jumped off a building and died. Until she became pregnant and gave birth, she had no idea whether she was marrying a human or a dog.

4. Laziness

lazy. If this is a very commonly used way of giving titles, please be sure to understand it carefully.

Laziness is not about getting something for nothing, but about doing less and getting more. It means less effort and more reward, less investment and more income. Imagine working less and making more money, etc.

Let me give you five examples to illustrate this.

For example, there is a question in Socket Academy: How to put a question mark in a title with over 100,000 readers? Apply the fourteen templates directly and save them in brackets first. Do you see where the key point is?

It's not about the first half, where the key point is how to choose a title worth more than 100,000 words. The key point is about the second half, where you can directly apply fourteen templates. There are templates and they can be applied. This is just laziness.

For example, there is an article in Movie Shop titled "It will take you 12 minutes to watch the 900,000-word Three-Body Problem", which is dazzling, cool, handsome and awesome, with the focus on the first half.

The 500,000-word Three-Body Problem can be read in just twelve minutes, and that's still laziness.

As we said just now, laziness does not mean getting something for nothing, but getting more by doing less.

It may take two weeks to read the 900,000-word Three-Body Problem. Now I’m not saying that I don’t want to read It, I just hope to finish it in twelve minutes. This is actually laziness.

Then I will give three examples of the account "AiBaking". It is typical that it is particularly good at using the tactic of laziness.

The first example is my amazing puff pastry. I can make four kinds of snacks in two minutes. Would you like to try it?

A Japanese bento masterpiece that can be prepared in three minutes, a lazy holiday breakfast, it’s fastest to make it quickly.

With hot hands, you can learn how to make a completely different taste in just five minutes. You can make the most delicious food in the shortest time.

This caters to the mentality that everyone wants to eat delicious food but is lazy and doesn't want to cook.

5. Greed

Greed is also very commonly used. Everyone must remember these two, understand them well, and use them more often.

Human desires are endless. People always want to possess more. Generally, things like free, discounted, low-investment, high-return, etc. can attract users to click. This is typical greed.

There is a topic in Socket Academy that is a good idea and can help you save 30,000 yuan in copywriting. Here are 22 typical examples of greed.

I just want to save money. One idea can save 30,000 yuan, who wouldn’t want that, right?

For example, Mimi Meng has an article titled "I have ten work experiences worth one million", but what is the point of this title "Free Today"?

When it comes to the word "free", you can say that I have ten work experiences worth one million, and I charge five hundred.

People can watch it, but you see no one is watching it, right? In fact, free hits the human weakness of greed.

For example, there is an article by Biaohan Yimao titled "Working like a dog, how to finish 365 books in a year and beat 99% of peers". Isn't it very greedy?

Wanting to read 365 books a year and beat 99 percent of your peers, that's greedy.

Of course most people hope to do so.

One of the topics in the Ten O'Clock Reading Club is "Develop this habit, and your appreciation rate will increase tenfold."

You are not satisfied, you are greedy. You don’t want to increase it by two times, you don’t want to increase it by five times, you have to increase it by ten times.

6. Lust

There is a classic saying that goes "food, sex and nature", right? Does it mean that eating and lust are human nature?

Please note that we are not saying that your article must be about sex or eroticism in order to use this technique.

Rather, any words or phrases related to sex or color, or the subject itself, are eye-catchers.

Let me give you three examples. The first one is that the most important thing in a relationship is size. You see, size is a very sensitive issue.

These are the words related to sex and color. Fun is the aphrodisiac of a lifetime.

The words "aphrodisiac" themselves are an eye-catcher, although this article has nothing to do with sex or lust.

For example, don't talk about spiritual practice when you are at the age of hooking up. The word "hooking up" is a typical way to hit the human weakness of sex, and it itself is also an eye-catcher.

7. Tell time

There is a word that describes the weakness of human nature, called "lazy and gluttonous". We all use this word often. Everyone wants to eat delicious food, and they want to eat delicious food every day, and they want to eat a lot of delicious food every day.

When learning the title, you have to follow everyone's mentality, which is to prove that eating is a natural thing for everyone.

It makes people think that only those who know how to eat can understand life and will not live in vain, right?

Food accounts are relatively more commonly used, but other types of accounts may not be used too much, so it’s enough for you to know about them.

Let me give you five examples to illustrate. For example, Mimi Meng also has such a title. For example, the first one is "Here are fifty snacks, a big, big, big gift pack for you, right?"

The snack gift pack also has a title: 30 takeout restaurants in Beijing that are so delicious that I fell madly in love with them, right? It also hits people's demand for food.

There is also an account called "Eger is Full". He has a popular article about what delicious poultry there are on Taobao. You see, this is actually a very niche topic.

Only people who love eating poultry would click on it to read it, but good topics and titles are often like this, that is, he uses one topic to hit a certain group of people, and hit them completely.

For example, there is a topic in the Daily Food Diary: Who invented such a delicious potato cooking method? It is very attractive.

There is an article on the food channel about how to make mouth-watering chicken in three steps. Doesn’t it just hit your food needs or something else?

Just now I mentioned laziness. This mouth-watering chicken can be made in three steps, right? Don't want to spend more time.

Okay, this is the time signal.

These methods are very commonly used, but not every technique is suitable for every type of title. You need to master them proficiently and then put them into specific practice.

Match them cleverly and use whichever one is suitable.

04 Finishing touches

In this class we will talk about a title technique to add the finishing touch. What is the finishing touch?

Simply put, after you have written the title, add a finishing touch to it to make it more convincing and more likely to get users to click on it.

I invented two words for this technique, called title prefix and title suffix. In fact, it means adding a word or phrase at the beginning or end of the title to supplement the title and make it more outstanding.

In this technique, the suffix, that is, adding something after the title, is actually more common and more useful.

So let’s first talk about how to add suffixes. Generally, there are several ways to add suffixes.

1. Target audience

This actually means that after writing the title, you need to confirm which group of people this article is mostly written for.

I extracted a label that can represent this group of people, and then put it after the title so as to accurately reach this group of people. There are actually many such labels.

For example, it is a must-read for newcomers in the workplace, a must-read for young people, a must-read for car owners, a must-read for house slaves, a must-read for single people, etc. These are all labels.

In fact, we talk about what your position is, what job you do, which star you like, what your personality is, what your zodiac sign is, etc.

These can actually be used as a label to identify a group of people.

Let us give three examples. The first one is from Yu Liang, President of Vanke: companies no longer need professional managers.

I put a bracket around it and said, "A must-read for people in the workplace." This defines a group of people who must read it.

Yu Liang, President of Vanke, Colon: Companies no longer need professional managers, Brackets: A must-read for anyone in the workplace.

You see, he added a must-read for people in the workplace at the end, which actually can accurately hit all people in the workplace.

For example, the 88-year-old colon, junk products and the Internet are simply wishful thinking.

Brackets, a must-read for entrepreneurs. In other words, the group he wants to target is entrepreneurs.

For example, the 7,500-word book thoroughly explains the latest strategies of logical thinking, which is a must-read for new media professionals.

Look at what he is talking about. This article is mainly written for new media people, or in other words, new media people must not miss this article.

In fact, the so-called good topic selection is to accurately hit a group of people.

Don’t be greedy for too many people. If you want to hit any group of people, you may not hit any group of people in the end, or you can only hit a small number of people in each group.

In this way, it cannot cause huge spread in a circle.

2. Strengthen recommendations

This is actually a word or phrase that strengthens the tone of recommendation after the title is finished.

For example, strong recommendations, heavy recommendations, exclusive interviews with a celebrity to recommend, suggest collections, etc.

For example, the first one is what awesome connotation copywriting question marks and brackets created by the Durex team in 2015. It is highly recommended.

The second is the ten must-read books for young people. Originally, this title was boring, because there was a bracket at the back, Luo Yonghao recommended it, so this title seemed interesting.

Then can people even more want to click on it? The third example is the 12 awesome skills that WeChat official did not teach you, and it is recommended to collect them in brackets. This is also a way to strengthen recommendations.

The fourth example is to be a top WeChat editor. Have you ever thought about these ten questions? The internal teaching of the bracket socket college, you can see that it has internal teaching, isn’t it worth reading?

So this is a way to attract the point. The fifth is Jin Pengyuan, the founder of Huanshi Interactive, about social network communication. I have 96 experiences, and I share them annually.

You see, these recommendations are actually very skillful. For example, Jin Pengyuan, Jin Pengyuan actually often writes such sharing.

But he added an annual share and found that this article was different. The weight was different, right?

The others may be summarized once a month. This is my annual sharing for one month, and this is my annual sharing for one year, which is definitely of higher value.

3. Explanation, explanation

This is actually a reason for refining a reason why you have to read this article and find the most convincing reason to put it in the title.

The first example is 70 articles with nearly 2 million users. The poisonous snake is hazy, why can it spread the circle of friends?

He added a bracket, and the most complete interpretation was that after the emergence of the mist, many public accounts were interpreting mist at that time. So which one could I read?

I must be unable to see it, right?

I must read one of the most comprehensive interpretations, so this is its highlight. The second example is what are the specific manifestations of a person's psychological maturity?

To be honest, if the title is just like this, it is not worth clicking, because it has no particular appeal.

But he added a bracket and Zhihu liked it more than 10,000 yuan.

He gave you a reason to look at it from one side, right? The third example is a good idea that can save you 30,000 yuan in copywriting brackets.

There are 22 here. You see, we say that one is not enough, 22 must be enough. When we talked about title techniques before, we said that people are greedy. This is a major weakness of human nature, right?

Grasping these hot spots can also make this title more outstanding.

The fourth case is to the editor of new media, please say goodbye to low-quality work and study.

I have two years of experience in brackets of 8,000 words. I think deeply and I can see that it is the kind that cannot be missed, right?

4. Add highlights

The general logic of our title is actually to refine the highlight information of the entire article.

Then try to organize these highlights in a title.

However, when multiple highlights cannot form a sentence due to logical reasons, you can add brackets to list the highlights that are particularly important but cannot be put together with other highlights.

For example, let me give you three examples. The first is that the girl in Xidan has a value of over 100 million yuan. She wants to make the next Dong Mingzhu bracket or appear on the Spring Festival Gala this year.

In fact, this article talks about four points: one is the girl in Xidan, one is worth over 100 million yuan, one is Dong Mingzhu, and the other is on the Spring Festival Gala. However, it is difficult to express the Spring Festival Gala and the first three in the same sentence.

Because of logical relationships, we can only put it at the end and then separate it with brackets.

For example, in the second example, Wang Sicong's colon should use a doctor to surpass his father's brackets.

Netizens spent 170,000 yuan to ask Wang Sicong to answer these 32 questions. You see what it is still there. Adding to the highlights, the two highlights cannot be used in one sentence.

The third one is the same. The full text of Xi Jinping’s speech was added to videos, sending out a heavy signal, and the bigwigs in the bracketed technology circle appeared.

Zhou Hongyi won again, it is still the highlight, and it is the highlight that should not be missed.

Because many times we especially want to present 3 to 4 highlights in the title at the same time. However, due to various reasons such as logical relationships, you can only put two or three on it.

But it would be a pity if you don’t use the remaining one or two. This is especially suitable for this at this time. You can add a bracket to list it separately.

5. Giving benefits

This is the most common and best routine.

Generally, words like Han are added at the end of the article. For example, let’s give four examples. The first one is fifty-six pictures in three minutes. The entire Hammer T2 press conference is reviewed. The three must-see videos with negative brackets are negative. You can watch them, right? Give benefits.

The second is the death of Wei Zexi. Behind the Putian Group generates 12 billion yuan in revenue for Baidu every year, and the behind-the-scenes interests are shocking.

The list of problem hospitals is attached to brackets. The third shocking UC editorial department has brackets and reference answers. You see, how considerate it is, right? The reference answer is put on. The fourth one is that you are a gap between you and the misty typeface.

The brackets are accompanied by detailed operating instructions. Generally, many users will see such titles, at least they will collect them, and basically they will forward them.

OK, the above is the way to write the five suffixes. Let’s talk about the prefix, and the prefix is ​​relatively simple. Let's talk less for a while, prefixes are rarely used, but they are usually some tone and interjections that attract attention and add clicks.

For example, words like heavy bursts of news, subversion, inspirational shock, etc. For example, the heavy taxi fare will double and millions of drivers will be unemployed.

The new online car-hailing regulations will sentence Didi to death, which is obviously used as a prefix. Then there is an article on the interface titled "Exclusive Heavy Hammer Storm".

Look at the four words "exclusive heavyweight" that are so convincing, right?

Too much desire to click. Then give another example. A 7.0 earthquake occurred in Jiuzhaigou County, Aba Prefecture, Sichuan Province, which is still a title.

After writing, a burst prefix was added to the front. There are two points to pay attention to when using this: one is to control the proportion, and the other is to not use the title party.

The above is all about this part. Each tip is actually very practical, but not difficult.

The important thing is that you must have this awareness every time you write a title, making every title a little better.

This should be a question you have to think about every time you write an article.

Author: Hands-selected

Source: Hands-on selection