6 practical methods for writing new media operation titles!

If you want me to see it, you have to give me strong stimulation. Ordinary titles cannot attract the general public. Only titles with explosive points can catch the audience's attention and get read immediately.

This is a long-term vicious cycle. The importance of titles has become increasingly prominent, from the paper media era decades ago to the digital age today. The audience's thinking is becoming increasingly scarce, and the decision-making power is handed over to the media.

As ordinary people, we should reflect on this.
As a new media person, we can only accept it.

After all, no one wants to work hard on an article and end up with few readers.

For all readings, likes, and reposts, the title is the first link. In the title competition, opportunities are fleeting, and no one wants their title to be “One man guarding the pass against ten thousand men”.

The times only give you 1 second. If your title cannot attract users to click on it within 1 second, then it will lose the chance to appear on the stage.

In the past few days, I have read hundreds of popular headlines from the overwhelming articles on Toutiao. I analyzed and thought about them while reading, and I had a lot of feelings. I won’t let you listen to my feelings here. Today, I will mainly share 7 practical title methods that are durable and reliable!

01. Five key points

Before I talk about the method, let me first talk about some facts that I have seen in these hundreds of popular headlines.

What kind of title can quickly identify target users?

There are many points that need to be paid attention to, such as dramatic conflict, use of specific numbers, chasing hot spots and hanging out with wealthy people, use of contrast, stimulating pain points, surprise discounts, highlighting benefits, creating an atmosphere of urgency, directly identifying the beneficiaries, stimulating emotions, creating suspense and curiosity... and so on. too much!

However, the following key points appear very frequently during my observation and are worth killing a few brain cells for.

• 1. Closely related to readers and insight into life details
• 2. The words are more direct, the tone is stronger, and the emotions are more explosive
• 3. Curiosity is a human quirk
• 4. Be clear and specific, describe in detail, and create a sense of picture
• 5. Use "I" and "you" more often.
• 6. The angle should be novel, the viewpoint should be prominent, and the attitude should be clear.

I won’t say much, you should have heard most of them, so pay more attention to them in the future. Especially the "suspense" and "curiosity", which are simply eye-killers.

02. 6 Practical Title Methods

After reading these popular headlines with relatively high click-through rates and reading volumes, I summarized several highly concentrated headline formats.

No need for extra explanation, you can understand it at a glance. The key is to get a feel for it through cases, and use them as reference coordinates when you write.

1. Highlights and sharp opinions

• I have to give a bad review to Chinese dramas with distorted values, no matter how high the ratings are.
• 48-year-old female courier was forced to kneel down: As a human being, I advise you to be kind
• "Joined the company for 12 years, was fired in an instant": The dumbest effort is to be busy without any results
• "Houses are more reliable than men": You can't even imagine the happiness of rich women
• A Nanjing guy fell drunk in a subway station and burst into tears: The adult world is too hard, you need the right to collapse
• Chinese people ruined by mobile phones: The rest of your life is precious, please don’t waste it

2. Highlights + suspense

• Almost all of Steve Jobs' iPhone design team has resigned. How did Apple force designers to leave?
• The “real culprit” of gout has been found, and doctors warn: In addition to alcohol, there are also these 5 kinds of food!
• Something happened to Jupiter! Giant storm Great Red Spot suddenly grows "tentacles", experts say it's unprecedented
• When HR asks, "How many offers do you have now?", what would a smart person say?
• After working for 6 years, my salary is still at the bottom of the company. The boss said that these 3 types of people become more toxic the harder they work.
• Manchester United striker turned into a sinner overnight! He wasted three good scoring opportunities and ended Solskjaer's two records

3. Questions + sharp opinions (suspense)

• Did the Qin Dynasty unify the world by relying on its fierce military force? Four little-known facts about the other side of the "Country of Tigers and Wolves"
• Would you put your parents in a nursing home? Look at the elderly captured by British photographers
• Are people who fart a lot more likely to get colon cancer? Doctor's Tip: These are the reliable methods for checking colorectal cancer!
• How difficult is it to get married in rural areas? The three old farmer's rhymes express the bitterness and helplessness of many people
• How much harm does staying up late do to children? Not only will you not grow taller, these 6 hazards are more serious than one

4. Subvert the public stereotype and create a contrast

• It was not Liu Bei and Cao Cao who created the chaos of the Three Kingdoms, but a pig butcher, but later generations ignored him.
• When your child kicks off the quilt while sleeping, don’t think it’s because he’s hot. If parents don’t pay attention to these two situations, it will affect his development.
• The love story of these two middle-aged men is sweeter than an idol drama
• When you eat pineapple, the pineapple is actually "eating" you!
• The source of the stench in feces may be in your favorite fragrance

5. Challenge cognition and stimulate discussion

• As a mother, I never loved my children.
• Why are more than one-sixth of the police officers in Hong Kong from Shandong?
• Taiwanese snacks really... taste very ordinary.
• Yes, I am the selfish woman who divorced and doesn’t want children!
• Have you eaten plastic today?
• Let me tell you a good news, we can celebrate two Spring Festivals in 2262!

6. Sharp opinions/phenomena that resonate with people

• On the 5th day after giving birth, I was admitted to the ICU
• Sorry, what I want is marriage, not targeted poverty alleviation
• Before marriage, "I support you", after marriage, "I support you"
• In my mother's eyes, my life is over.
• "Why don't you get married": Because low-quality marriage is not as good as high-quality singleness
• I posted about my overtime work on WeChat Moments for five years, only to find out my boss had blocked me a long time ago

If you look at these titles more often, you will find that there are always one or two keywords in their titles, which quickly attract you.

My hands were faster than my brain, and I clicked it unconsciously.

This is what I will talk about later.

03. 1 core point

You have to know that whether users click on the title or not is a matter of a split second. The most important thing is whether the title can bring impact and whether there is one or more stimulating information in the title to quickly stimulate users.

Therefore, the core point is that the title needs to contain multiple keywords that can directly stimulate users. There is no need for rational analysis, and they will be "electrically shocked" at first glance. I always call it a headline buzzer beater.

The role of triggering words is: on the one hand, to highlight the highlights of the content and attract users' attention; on the other hand, it also amplifies the effect of those title techniques to make people click immediately.

Many professional books, self-media, and even some super brands will specifically study which keywords will increase the click-through rate of titles and which words will reduce the click-through rate of titles.

Some original articles had average click-through rates when they were first published, but after other platforms optimized the titles when reposting them, the number of readers skyrocketed. This is often where the “trigger word” comes into play.

So here comes a trick to quickly increase title clicks:

First, break down all the keywords in the title and remove useless auxiliary words; then, see if there are one or more triggering words that can stimulate users to click.

For example, "What is it like to give up a high salary, a beautiful wife, and a big house and run to the mountains to become a savage? 》In the title, “high salary, beautiful wife, big house, deep mountains, and savages”, in my opinion, are all good triggering words.

If it is removed, it might be "What is it like to quit a big company and live in the mountains? 》. Obviously, the level of attraction is not even a little bit off.

In short, when choosing a title, you might as well split your title to see if there are some triggering words in the title that can stimulate users. If not, make it up.

Then see whether these refined trigger words are strong enough. If they are not stimulating enough, the trigger words need to be strengthened.

In this way, there will be a pattern to follow, and you won't be completely clueless.

Finally, let me say a little more. Everyone knows the importance of titles, but the more important something is, the more time it takes to polish. Methods and experience are just tools, and any results need to be tested and summarized. The title needs to be taken 100 times, not chicken soup!

A good title is like the road of life. The shortest shortcut is usually the worst way.

Related reading:

1. Golden title writing skills for new media operations!

2. 5 tips for choosing titles for public account operations!

3. Strategies for creating 10w+ article titles for new media operations!

4. Tik Tok promotion strategy, how to come up with a Tik Tok title?

5. Write the title of Xiaohongshu promotion notes like this, and the exposure rate will increase dramatically!

6. Event operation: 6 common types of event link title copywriting!

Author: Mumu Old Thief

Source: Mumu Laozei