5 core skills for writing titles for new media operations!

I despise clickbait titles, but sometimes it’s mostly out of jealousy. Since you can’t even make a good headline, what else can you despise?

A friend of mine often complains to me that sometimes it takes him longer to come up with a title than to write the content.

I can understand his feelings, because in my opinion,

Choosing a "title" is like writing a product copy. The difference is that one attracts people to click, while the other attracts people to buy.

Little do people know that many copywriters fail because of this. Often the title copy is like a pool of stagnant water, bland and boring.

Or make it look like the UC shock department ;

Shocked, something happened, urgent notice, must read, in-depth article, sensational across the country, don’t you know yet... etc.

According to the law of true fragrance, these titles are a bit low-level, but they are indeed very useful.

If you want to make quick changes, you can just use it to support the occasion.

But in the end, you still have to take the right path, which is to seriously learn the correct way to open a truly high-quality "title".

A high-quality title must meet two criteria;

1. Stimulate any emotion

2. Extract keywords or core elements of the content to stimulate emotions (avoid clickbait )

What people have are nothing more than 7 emotions and 6 desires.

Emotions: joy, anger, sorrow, happiness, fear, love, hate,

Desire: desire for sight, desire for hearing, desire for smell, desire for taste, desire for touch, desire for thought.

There are only 7 emotions and 6 desires, which seems quite powerful; it feels right, but it is also difficult to use.

So I will tell you the 5 core techniques for high-quality titles based on human nature and emotions.

The reason why human beings progress is that they seek answers when faced with the unknown. This is an unchangeable characteristic in everyone's heart.

Arousing curiosity is the most commonly used and best technique for operators. As long as you arouse their curiosity, they will feel uncomfortable if they don’t click on it.

"Douban score is 9.9, I watched this movie on my knees" - What kind of movie is it that requires you to watch it on your knees?

"Do you dare to ask your boyfriend this stimulating question?" 》—What’s the question? It’s so exciting?

"Is the 'Door-to-Door Service' on Porn Sites Real?" - I want to know this too...

If your title can express what the reader wants to say most, express the views he wants to express most, and show the attitude he wants to show most, it will greatly stimulate his identification.

Why inspire identification?

Because the reader sees something that he strongly identifies with, he will have emotions such as a sense of security, satisfaction, and pleasure.

People are narcissistic and will certainly not miss any opportunity to please themselves. Therefore, readers are generally willing to not only click on such titles, but also comment and forward them.

For example, the following title:

The best marriage is a spiritual match

It is difficult for people with different cognitive levels to communicate

"Professionalism" is the best weapon for counterattack in life

Readers will feel refreshed the moment they see a title like this, and I even want to click on it: That’s so right! Well said! That’s exactly what I thought! It touched my heart...

Good news doesn’t travel far, but bad news travels far and wide. This is how the content industry works. Negative content is always more likely to become a hit.

This is also in line with the laws of human nature.

People are naturally sensitive to negative information because those who were not sensitive to negative information were already dead in ancient times. I am a descendant of ancestors who are sensitive to negative information.

Being sensitive to negative information is for the purpose of better survival. When you see stories about traffic, earthquakes and floods, food safety, homicides, criminals, etc., you can't help but open them to read because you feel threatened.

Because showing the negative side is a typical way of taking advantage of “human nature.”:

《25 years old, graduated from a prestigious university, annual salary of 300,000, died suddenly》

The Eve of the Big Layoffs

"Working overtime for 800 hours a year, but only taking five minutes to get fired"

Today is no longer an era of content shortage, but an era of content explosion. Supply exceeds demand, so it is impossible for users to watch all of it.

What content do users prefer to watch?

Read more content that is relevant to you, useful to you, and valuable, which is utilitarian reading.

《After reading these 7 points, a million-dollar annual salary is just a small goal》

How can an ordinary person successfully counterattack? 》

"12 Minutes to Read the 900,000-Word "Three-Body Problem""

People's consumption of news is eternal, and no one does not need news.

Everyone lives in a collaborative and interconnected society. He must pay attention to the dynamics of society, circles, and those around him. This is also determined by the plan, and he must be sensitive to changes in the external environment.

At the same time, understanding the news is also for better participation in online social networking, because now we often live on the Internet, especially on social media, and news builds a bridge of communication between people.

"Spending 7 billion, Alibaba enters the drinking culture"

"Today, the Politburo held a meeting to discuss the economy. These points are worth paying attention to! 》

"Liang Ning talks with Luo Pang - Spoiler of "Friends of Time" New Year's Eve Speech"

When choosing a title, we should return to the underlying operating system of human nature - the system. We should arouse curiosity, stimulate identification, show negativity, show rewards, and show news.

These five points are not only the core skills for your title selection, but can also become the test criteria after you have selected a title. The more points a title meets, the better.

So when choosing a title, make sure it meets the above points. If it does not meet any of the points, you need to modify it.

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5. The most comprehensive collection of 112 essential tools for new media operations!

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Author: Yinzhi

Source: Yinzhi