New media operation, 12 ways to write golden headlines!

The main purpose of writing this article is to summarize and generalize. You can refer to it when you are out of inspiration, or talk about the methodology of writing copy during job interviews!

At work, we often ask and mention: "What you said is not specific enough", and using numbers to quantify is a manifestation of "concreteness" , which is often manifested as: magnifying numbers, reducing numbers, and summarizing numbers.

1. Digital Amplification

Digital amplification is reflected in the large audience and great effect , similar to: 50 million people are using it; it can make you an annual salary of 1 million...

Example:

2. Digital Reduction

It is mainly reflected in low payment and low discount . Similar: It only takes 3 minutes to watch a movie; you can master cutting-edge thinking with just the price of a cup of milk tea; on average, it only costs one dollar a day, etc., to show that the time, emotional and material costs paid by users are very low.

Example:

3. Summary of Numbers

Numerical summary, no emphasis on zooming in or out. It is mainly an objective description, which allows people to intuitively feel the specific examples. It involves quantifiable content such as people, groups, time, money, effects, etc., which can all be reflected in numbers.

Example:

4. Leverage on hot spots

Hot events often bring their own traffic and attract public attention.

For example, "The Wandering Earth" is quite popular, and I saw such a funny scene of forced association in my circle of friends. Because it was a ridiculous attempt to take advantage of the popularity, it caused users to spread it secondary.

However, this is also based on the premise that Wu Jing is the brand spokesperson:

Many of @GQ Lab’s popular articles also revolve around hot topics such as circle of friends, desire to survive, and Beijing, Shanghai and Guangzhou . Here is a list of GQ Lab's title routines. Replacing the front XXX with relevant hot events can also be concise and eye-catching.

5. Celebrity Effect

Hot events are time-sensitive, but the fame and reputation of celebrities are often enduring and people never get tired of talking about them. For example: in the business category, they prefer Jack Ma, Pony Ma, Wang Sicong, etc.; in the entertainment and lifestyle category, they often bring Kris Wu, Jackson Yee, Cai Xukun, etc.

People are always curious about how these celebrities became famous. Will it fall one day? Regardless of whether the content is related to celebrities, involving celebrities will always bring in a certain amount of traffic.

6. Roaring and shocking

The shocking roaring style has always been effective, from the emoticons of "Ma Jingtao", to the "UC Shock Department", and then to Li Jiaqi's "OMG". This kind of title gives people the feeling that if I don’t read it, I will lose out, such as: You will regret it if you don’t read it; This message will expire in five minutes...

7. Create suspense

Suspense leaves the other half unsaid and only raises questions. It is often used in countdowns to new product launches, movie trailers, etc. Whet the user's appetite and curiosity, and then wait for the user to click to see what's going on.

8. Questions

Start with a question and use questions to communicate with users. This will allow users to better immerse themselves in the situation, form a thinking pattern, and stimulate readers' curiosity, making them more likely to click on the article.

9. Emphasize Commands

Emphasis titles usually contain verbs and have a firm and confident tone, which can give users a sense of oppression. What will be the consequences if you don't do this.

Example:

10. Good expectations

Beautiful expectation-type copywriting is suitable for items that can bring icing on the cake to life, such as lipstick, electric toothbrush, etc. I can use them, but I can also live without them. JD.com’s slogan “What’s the difference between you and a man without lipstick” was boycotted before. Would it be better if it was changed to “Both boys and girls like you with lipstick”?

11. Threat Anxiety

Threatening headlines were first seen in soft articles about health care and growth education , especially for patients with certain pain points. If you can have strong empathy and hit the user's pain points, then they will be more likely to resonate with you after seeing related soft articles.

12. Five Senses

The tone of the five senses is not set by high-sounding adjectives such as "a magnificent chapter in the prosperous times", but rather by the most easy-to-understand spoken language to provide down-to-earth recommendations. Take food as an example:

In fact, writing copy based on the audience's psychology is just speaking human language. Imagine that the user is sitting opposite you. How would you describe and promote your product to him/her?

Some scenes require being approachable, some scenes require being lyrical and emotional, and some scenes require being exemplary and tonal... Use different words to impress others in different scenes. When it comes to copywriting, we still have a long way to go.

Author: Dugushang

Source: Dugu Operation