Golden title writing skills for new media operations!

The public account I currently operate is in a vertical low-frequency field, with about 400,000 fans. A few days ago, in order to drive traffic to the community, I went to the backend to export articles from the past two months (estimated to be 50 articles).

Today I spent some time searching for about 200 other public account articles. I put all the data in a table.

Then I discovered a phenomenon, which gave rise to the content of the article I wrote today.

The following content is the core content. I hope it can provide some inspiration or ability improvement for those who are already engaged in or are about to engage in new media operations .

1. How to attract attention with new media golden headlines:

Below is a screenshot from the search engine

I won’t take many screenshots of the rest. This type of title generally belongs to popular science. So, let’s analyze a little bit, what kind of people will search for keywords such as “how” and “how”?

People who search for these keywords have one obvious characteristic: they don’t understand.

He doesn't understand what the method or process should be to achieve his goal. I don’t know how to search better.

The first reason I don’t understand is that I don’t understand the method. The second reason I don’t understand is that I don’t know how to search, so I can only use words like how and how.

So, the needs of this group are urgent and their goals are clear, but they don’t understand and they are novices.

For example, if a user searches for “how to check Taobao’s express delivery number”, then the user’s superficial need is “check the express delivery number”, and the essential need behind it is “I want to see where my delivery has been sent to”.

So, the problem he needs to solve now is: check the express number.

If more people search for this word, it means that there are many people who don’t know the method. So, as a new media, you should prepare an article with practical information about the industry.

For example: how to better layout the official account. The target audience is the group of people who hope that the layout of their public accounts will be better. They only need to search for such keywords. If your article covers a wide range of topics and has sufficient content, I believe it will attract a lot of people's attention or collection.

2. New media golden headline eye-catching method: collection and inventory

I dare say that articles with this kind of title are very popular. I randomly picked a title based on this framework: List of the top ten essential golden skills for new media operations in 2019.

As a new media operator, when you see this title, will you click it or not?

The above title should be removed within 10 seconds.

Let me pick another one: A collection of 1,000 event cases + disassembly documents, a must-read for event operations .

As an event operator, will you click on the above title or not?

OK, I know you want to click because you really want to get this.

It is better to teach a man to fish than to give him a fish. Not only will I tell you that this type of title is very popular, I will also tell you why. So, let's analyze why this type of title is so popular.

There is a type of product on Taobao called collections.

This is the result when I searched for the keyword "collection". If I searched for "package", many similar products would still appear. These products themselves are not valuable and can even be found online. However, when they are collected and packaged and sold by stores, they become valuable to targeted user groups because this is their demand.

Why do so many people spend money to buy this kind of goods? Because they like others to make all the things into finished products and they just need to pay. Of course, this is just a surface phenomenon. There are deeper psychological needs of users: saving time, avoiding trouble, and getting instant feedback.

Today's urban youth all have this tone, including myself. If someone packs something for me, I'm willing to pay a little money. I'm too lazy to collect things everywhere.

This is a psychological need that exists in all people, so this is why this type of collection title method is very popular.

3. New media golden headline eye-catching method: fear, negativity

These types of headlines often play on people’s fears.

Everyone should have goals or beliefs, so in order to achieve the goals, one needs to exercise restraint, work hard, and persist.

For example, if your goal is to lose 20 pounds in a month, then you may need to do things like: dieting, running, fitness, yoga, etc.

I just picked a title, see if you want to click: Try not to eat these 5 kinds of food during weight loss

I'll take a few more:

These two movements in yoga training must be done well.

When getting started with new media, you should avoid these 8 pitfalls.

The most taboo to use these two methods when choosing a title...

Balabala, based on this framework, it is not a problem to come up with 100 attractive titles.

This type of method is actually telling you: Don’t do this, otherwise there will be serious consequences.

It appropriately utilizes the user's fear of not achieving their goals.

This article of mine has at least five titles (I didn’t count them back), and these titles were all taken out within the framework of 1 minute or so.

Maybe it’s difficult for some of you. I analyzed why you may find it difficult. Usually it’s because you haven’t grasped the underlying principles.

As I said above: by taking advantage of the user’s psychological state (fear, instant feedback, etc.) and following this underlying need, you can come up with a good title even without a framework.

4. New media golden headline eye-catching method: golden numbers

A good title must contain a core element: numbers.

You read it right. A good title must contain numbers because numbers represent intuition and commonality. They also mean that people can make judgments using inertial thinking without having to think, which greatly reduces the user's decision-making cost.

You can understand that numbers are one of the important elements to help users make choices.

Everyone thinks that a title should be about 3 seconds long so that people will want to click after reading it. If you want a title to make people make a decision within 3 seconds, 70% of the influence comes from numbers.

Let's compare the titles randomly:

There are numbers: 1,000 event case collection + disassembly documents, a must-read for event operations

No Numbers: Activity Case Collection + Disassembly Documents, a Must-Read for Activity Operations

With numbers: Learn English quickly in 7 days

No Numbers : Learn English Fast

With numbers: 10 ways to make sushi

No numbers: How to make sushi

Is the comparison out? I believe that through the comparison of the above titles, you should be able to distinguish which one is more attractive.

Therefore, the numbers in the title are very important. Of course, it still depends on the content of your article itself. If the content is not suitable for numbers, then don't use them.

Moreover, I personally am rather averse to clickbait, and my understanding of clickbait is that the title is attractive but the content is irrelevant to the title.

5. Summary

The golden eye-catching title method is divided into: "How to", "Collection Inventory", "Fear of Negativity", "Golden Numbers"

The golden eye-catching title method takes advantage of user psychology: instant feedback, saving time, reducing decision-making costs, and fear.

Note:

1. Fear-related words can be used, but you need to know when to use them in moderation. Small words don’t matter much, but you must be careful not to use exaggerated words when using large words.

2. The title should be based on the content itself, and more importantly, the preferences of the user group should be considered.

This is the content of this article. Thank you for reading. I hope you can gain something from it. If it is helpful to you, I hope you can share it with your friends.

Author: Wen Gongzi

Source: Wen Gongzi