How to create a hit title? Master the 4 points!

Many people write very good content on WeChat articles, but they never go viral. Why? Lack of blockbuster headlines !

In fact, starting from these 4 points, everyone can create a good-looking and popular title.

1. Learn to gain popularity

In my offline classes, I have met many students who are interested in new media . During my communication with them, I found that 80% of the students know the importance of titles, but they only talk about it verbally.

Many students gave me feedback:

The title is important, but it’s just the icing on the cake;

The quality of the article is more important. Instead of spending time polishing the title, it is better to focus on making the content good.

In fact, in my opinion, the title is a door. Outside the door are the users, and inside the door are the content . All the effort you put into your title basically has only one purpose:

Let the user push open the door.

No matter how much effort you spend on content, if you don’t have an attractive title, it will still be difficult for users to open the door and see you.

After clarifying the importance of the title, let us learn about the first technique for creating a popular title: leveraging on popularity.

Simply put, the so-called riding on someone's popularity means using something with a high popularity to talk about something with a low popularity.

This practice has been around since ancient times. The ancient term for this was more elegant, called "climbing on the dragon and attaching oneself to the phoenix", while the popular term for it was "borrowing the help of a celebrity to rise to power". In the new media era, I translated it into four words, called "riding on the popularity".

The benefits of riding on the popularity of the brand are also obvious. First, it attracts attention and brings in traffic . Second, it is authoritative and increases clicks. Most users will not care about what an ordinary person says or does, but they may be interested in new developments of celebrities like Jack Ma and Lei Jun .

Most new media editors have clung to Jack Ma or have seen others clinging to him, and there are almost always articles with titles such as “Jack Ma: ××××” in their circle of friends . But what everyone doesn’t know is that Jack Ma himself is actually someone who understands this well.

In 1995, Jack Ma often said:

Bill Gates said that 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 not authoritative enough, and no one believed what he said. So Jack Ma very cleverly changed this sentence to “Bill Gates said.”

Although Jack Ma's method falls into the category of " clickbait headlines ", it also proves the benefits of standing on the shoulders of giants.

In my opinion, the techniques for gaining fame can be roughly divided into the following four types.

1. Famous People

If the topic of your article content includes some well-known people, or is related to well-known people, you can put the names of these well-known people in the title.

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

for example:

Business style: "Yang Mi changed more than 90 sets of clothes, but still didn't look like a female boss."

Shiyi: "The secret that Luo Zhenyu will never tell you".

Nian Gao’s Mom: “Will children be ruined after divorce? Look at Faye Wong and Li Yapeng’s home! 》.

Nian Gao Mama : "Sun Li and Yao Chen both play with their children like this, I want to like it when I see it!" 》.

Obviously, when the titles of these articles are endorsed by well-known figures, people will be more interested in clicking and reading.

2. Authoritative Title

We often encounter a problem during our creation, that is, although the character we write about is very powerful and authoritative, he or she is not very well-known.

At this time, we can make use of their titles, such as authoritative titles in companies, institutions, and organizations.

Because people have a high degree of recognition of these titles and they are very eye-catching.

Cao Fei: Why am I still so panicked after working for ten years? 》.

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

The first title: Cao Fei is a very powerful person, but most users don’t know this person. So we add his title “Tencent Product Director” in front, so everyone can see it at a glance and be interested in reading.

So we changed it to "Cao Fei, Product Director of Tencent: Why am I still extremely panicked after working for ten years? 》.

The same is true for the second title. Kalanick is the founder of Uber . His ability is undoubtedly unquestionable, but he is not well-known enough.

So we have to change it to "Uber founder's speech at Tsinghua University: I always maintain a passion, and I still love it even if I lose."

3. Authoritative institutions

Authoritative organizations are not only well-known, but their officiality and authority also have the power to convince people, thus making users want to read.

Chuangyebang : "Tsinghua scholar's entrepreneurship is valued at 20 billion after 4 years!" The biggest failure in Xu Xiaoping’s investment career was missing him! 》.

The title specifically uses the word " Tsinghua" .

Jin Cuodao: "16 years ago he was called a tragic figure by the People's Daily, but now he has single-handedly created a 500 billion empire."

The title specifically uses the four words "People's Daily" .

4. Hot events

Hot spots always occupy the largest traffic. When a big hot spot appears, that’s when many public accounts are ready to go.

For example: Nian Gao Mama: "The first half of life of 10 full-time mothers is really not like Luo Zijun", this article is taking advantage of the fame and popularity of the once hit TV series "My First Half of Life".

New World : "I almost forgot about Linkin Park, and almost forgot about my younger self." This article is taking advantage of the popularity of the lead singer of the band Linkin Park who committed suicide by hanging.

Mimi Meng : "On Valentine's Day, I queued up for divorce at the Civil Affairs Bureau." This article takes advantage of the holiday's popularity.

Almost all important festivals are hot topics, and we can all try to catch up with them, such as the Mid-Autumn Festival, National Day, Christmas , Valentine's Day , Mother's Day and so on.

Finally, I think that ordinary editors often find information to increase the number of clicks on their articles from the content of the articles, while real masters can "invite" well-known people and events to stand up for any content.

I’m in “Lei Jun didn’t think highly of it, but he started with 500,000 yuan and built a company with a market value of 10 billion yuan!” It was almost sold to Jack Ma at a low price before listing! 》This article is about Feng Xin of Baofeng Video.

However, because Feng Xin is not well-known enough, if he appears directly in the title, the effect may not be very good.

So I studied Feng Xin's entrepreneurial experience and found that he was connected to many giants. Then I selected the relatively most well-known Lei Jun and Jack Ma and put them in the title.

For example, another article of mine is "Speech by the most insightful university professor in Beijing: You are not living to prove something to others."

This article is based on the speech by Liu Shuyong, professor of the Chinese Department of Central University of Finance and Economics, and introduces my thoughts surrounding the speech.

Although Professor Liu Shuyong has unique insights, he is not well-known enough to attract as much attention as other great people.

So I gave up using Professor Liu Shuyong's name as the title and instead used "The most insightful university professor in Beijing". The words "Beijing" and "university professor" are obviously more well-known, and coupled with a sharp and eye-catching point of view, I can attract everyone's clicks.

2. Use numbers wisely

With the influx of countless public accounts and articles today, many titles and content will be ignored by people because today's users have to receive too much information and content every day.

Therefore, if we want to attract users' attention, our title must be eye-catching and clear at a glance. Let me show you the magic of numbers here.

First of all, digital has the following three major advantages.

1. High recognition

Numbers can quickly capture the user's attention, and are particularly obvious and recognizable when the article is displayed in the circle of friends.

for example:

Chuangyebang: "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."

Chuangyebang: "170 employees were cheated, 5 million was lost, and the CEO ran away. This is just a sample of the wave of startup company bankruptcies!" 》.

Late-night post : "The 10 hardest-to-buy lipsticks in 2017, I bet you can’t buy any of them."

2. Make expectations clear

Nowadays, users' concentrated reading time is getting shorter and shorter. Numbers can give people basic expectations and explain the structure and key points of the article.

For example: Brain-hole Operation : "This is an operation information package that can increase your monthly salary from 3k to 30k."

Poisonous Tongue Technology: "Ren Zhengfei's speech on the News Broadcast: 48 seconds, 230 words, but worth every Chinese person's reflection."

Mimi Meng: "Pay attention, here comes some knowledge on how to earn 300,000 yuan a year." .

3. Specific and intuitive

Using numbers can convey information more directly, allowing users to understand what you want to convey more intuitively and quickly. Moreover, studies have shown that most people are more sensitive to numbers, which have the ability to attract attention.

" Zhang Yiming has interviewed 2,000 people in 10 years: Young people who succeed in their careers all have these 5 traits" (original title: "Zhang Yiming: Young people who succeed in their careers all have these 5 traits") from "Chuangyebang".

" Bad review " "Why take 3 minutes to do something that can be done in 5 seconds?!"

"Mimeng"'s "Only if you do these 6 things will your boss give you a raise."

After clarifying the advantages of numbers, which numbers should we use? What techniques should be used?

I have summarized the following 4 categories:

The character's age in numbers

It is not new for a character’s age to appear in a title, but not all age numbers can attract users.

I have come up with a unique formula:

The young ones are young and promising, the old ones are still strong, and those who are neither too young nor too old should look for other angles.

"A girl started a business in 1998, and 5 investment giants competed for her. She raised 15 million yuan in financing . What do the uncles and aunts born in the 1990s think? 》——Young and promising.

"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 opponents tremble! 》——Old but still strong.

《When he was 17, he said he wanted to clean the ocean, but no one believed him. But when he was 21, he did it!》 》——Young and promising.

"Chu Shijian: Young people are too impatient. I am still struggling at the age of 80!" 》——Old but still strong.

Numbers representing time:

The numbers about time are not applicable to every title. Just like the numbers about the age of the characters, I have summarized an exclusive routine for you:

What takes a long time is the accumulation of experience and the spirit of craftsmanship.

Those who take the shortest time are gifted and develop rapidly.

For example: "30,000 pieces of clothing are sold in 1 minute, the boss is richer than Bill Gates, and he subverted the entire retail industry with just one word! 》——Developing rapidly.

"Behind the $35 billion in 4 years, this is how Didi eliminated 30 competitors!" 》——Developing rapidly.

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

"Because of his wife's words, he worked in a 9-square-meter ramen shop for 46 years. Some people even waited for 9 hours to eat a bowl of noodles" - craftsman spirit.

Numbers related to money:

No one doesn't want to make more money, and no one complains about making too much money.

Most people are interested when they see numbers about money.

Commonly used numbers related to money include:

Income, net worth, price, valuation, financing amount, etc.

"What is the difference between a copywriter with a monthly salary of 3,000 and a copywriter with a monthly salary of 30,000?" "--income.

"The pancake stall lady: I ​​earn 30,000 yuan a month, how could I be short of an egg for you?" "--income.

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

"A 400 yuan facial cleanser is not as good as a 20 yuan one" - price.

Numbers replace adjectives:

In fact, as long as you are willing, most things can be expressed or enhanced with numbers, and they are usually better than adjectives.

Because adjectives are only a relatively vague way of expression, while numbers are intuitive, specific and recognizable.

For example, poor and rich, fat and thin, tall and short, big and small, long and short, fast and slow, far and near, these can all be specifically interpreted using numbers.

Let's take a few examples for comparison:

Adjective: In the article “What is it like to have many apartments in first- and second-tier cities?”, “many” is an adjective.

Numbers: In the article “What is it like to have 20 apartments in first- and second-tier cities”, the number “20” gives users an intuitive understanding of the concept of “a lot”.

Adjective: In How to Sell Your House Fast? ”, “fast” is an adjective.

Numbers: In How to Sell Your House in 24 Hours? 》, “24 hours” is used to concretize “fast”.

These are the four most common ways to use numbers in titles.

Every time you finish writing an article, you should read it through, extract all the information points with numbers, see which numbers are more attractive to users and make them feel shocked after reading, and then put these numbers in the title.

3. Arouse user resonance

Writing in the new media era is all interactive writing.

In the era of traditional media, writing is expression, but in the era of new media, writing should be more of communication.

If your article has nothing to do with users, then no matter how well you write it, users will not read it.

Therefore, when we come up with a title, we need to resonate with users, that is, increase their sense of involvement, so that users can feel that "the article is related to me" or "it is useful to me."

Based on this logic, I have summarized four ways to resonate with users.

Through these four methods, users can feel that this article is written for "me" and is related to "me" when they see the title for the first time, which can greatly increase the click rate and reading rate of the article.

1. Identity Tags

No one can escape labels.

For example, you are a new media editor, you are a Virgo, you are a post-90s generation, you are a fan of a certain celebrity, you can eat spicy food, you like to stay at home, etc. These are actually your labels.

Each of us has many labels, and people usually automatically classify themselves into a circle based on these labels.

Therefore, as long as this tag is mentioned in our title, the corresponding users will feel that this article is related to themselves.

for example:

In “I Want to Understand Leo” by “Chen Maoyuan Constellation”, the label is Leo.

"Jiang Cha Cha"'s "A blacklist of client parties summarized by 100,000 advertisers: after serving them, you will be half dead! 》, the label is Party B.

"Nian Gao Mama"'s "The truly great parents watch TV with their children!" 》, the label is parent.

"Le Chun's Partners"'s "Save the Office Workers!" In the article "A Chewable Yogurt", the label is office worker.

2. Emotional resonance

This method is similar to the labeling method. We can use several emotions to make users empathize.

When users see a title like this, they think:

That's what I think, and you think the same as I do.

Users are very fond of forwarding and sharing articles with this kind of title, because they can use your article to express themselves and their opinions.

for example:

Insert Academy: "Working hard is the best life when you are young."

Zhou Zuoluo: "There is no such thing as social phobia. It's just because you are ugly, poor, stupid and have a bad career."

Mimi Meng: "Is it wrong for me to lend you money? 》.

Nian Gao’s Mom: “Who says moms can’t have temper? I'm not a Ninja Turtle! 》.

Shiyi: "You may not be a good person, you just don't have the opportunity to be promiscuous."

Spenser: "Young Man, Why Don't You Work Overtime?"

3. Show Reading Rewards

This kind of title will make users feel as soon as they see it: I will get this kind of reward after reading this article.

Or, even if the article is not very helpful to the user himself, such a title will make him feel that it is useful to others and then share it with his friends.

For example: Dark Horse Commune: "Removing image watermarks with a mobile phone is so simple and powerful that I am shocked."

Mimi Meng: "Only if you do these 6 things will your boss give you a raise."

Brain-opening operation: "This is an operation toolkit that can make you awesome."

Creative operation: "With it, you can make a poster in 2 minutes."

4. Describe the scene

Scenes are a more intuitive way of expression than words and can leave a deeper impression on users.

When users see this type of title, they can automatically generate a picture in their mind. The scene depicted in the title will resonate with similar scenes that already exist in the user's mind, and will naturally be favored by users.

For example: Mimi Meng: "After cutting my hair, I cried because I looked so ugly."

Guokr.com : "School starts tomorrow, what should I do if my books and stationery are not ready yet? urgent! Waiting online! 》.

Guokr.com: Why are there always long queues in women's restrooms? And, what to do? 》.

Nian Gao Mama: "During the confinement period, I ate a pig, ten chickens, and three hundred eggs..."

After we finish writing an article, we need to ask ourselves a few questions:

Question 1: Who am I writing this article for? What identity tag is better to use?

Question 2: What is the main point I express in this article, and which users can resonate with this point of view?

Question 3: What can users gain from reading this article?

Question 4: What are some typical scenarios in the article that everyone has experienced? Do you need to increase the user’s sense of involvement by describing these scenarios?

Use this idea to analyze step by step, and put the final result in the title, and a high-quality title will be born.

4. Hitting the user’s pain points

What are the pain points?

Pain points are everything that prevents you from becoming better, and are problems that need to be solved but have not yet been solved.

It may be related to the growth process, such as confusion and anxiety; it may be related to the work process, such as slow promotion, small salary increase, and lack of potential in the company; or it may be related to life, such as marital difficulties, poor relationship with friends, and so on.

When users see such a title, they will feel heartbroken and painful.

Since it is something that prevents people from becoming better, we might as well understand it as a weakness.

Although everyone has weaknesses, everyone also has a heart for the good.

A person's life is actually a process of fighting against his or her own weaknesses. Clearly pointing out people's weaknesses in the title can make users feel the pain at first glance, and they will naturally be unable to resist clicking to read it.

There is a famous movie called "Seven Deadly Sins", which many people have seen.

The seven deadly sins come from Catholic doctrine. "Seven" means source or origin. The correct term should be "Seven Deadly Sins": pride, envy, wrath, laziness, greed, lust and gluttony.

The root of all human shortcomings is nothing more than these seven deadly sins.

In this case, the titles of new media articles can of course also be developed according to these seven dimensions.

1. Arrogance

The essence of arrogance is a sense of superiority.

In fact, everything that is “showed off” in the circle of friends is to show one’s sense of superiority.

Whether he is showing off his face, legs, travels, food, girlfriend, or overtime, he is essentially showing off his sense of superiority.

Showing off one’s superiority is also one of the motivations for many people to post on WeChat Moments. The sense of superiority includes superiority, narcissism, vanity, showing off, achievement, etc.

There are many articles that make good use of this, such as:

Mimi Meng: "I am living well alone, why should I get married? 》.

Nian Gao Mama: "Take your children out like this during the New Year and you’ll get 800% of the people turning around to look at you."

Look: Is lipstick expensive? Why can't you buy it yourself? 》.

Change yourself: "Why the less capable people have stronger self-esteem."

2. Jealousy

The word jealousy contains emotions such as dissatisfaction, complaints, comparisons, rivalry, and vanity. When people see such a title, they usually think:

Is this really possible? Why didn't I do it?

I want to know how I can do that. For example: Plug-in Academy: "How many years have you been working in new media? Is your salary over ten thousand? 》.

Mimi Meng: "That short classmate who was 150cm tall now earns a million dollars a year."

Mimi Meng: "How come she was promoted three times and her monthly salary increased from 4,000 to 40,000 just two years after graduation?" 》.

3. Rage

There is an old saying that goes "Don't show your joy or anger on your face", but in today's life, the common practice is "show your joy on your face, but not your anger".

In other words, people's anger in real life is generally not expressed directly after considering the need to maintain social relationships, but these negative emotions also need an outlet.

Many articles on public accounts serve as this outlet, and users express their dissatisfaction, anger and other emotions by forwarding your articles.

for example:

Mimi Meng: "Don't ask me to vote for your baby anymore!!!"

Mimi Meng: "Is it wrong for me to lend you money?!"

Nian Gao’s mother: “I absolutely cannot tolerate my child being treated like this! 》.

4. Laziness

Laziness is not about getting something for nothing, but a combination of ways of thinking such as doing less and getting more, paying less and getting more in return, investing less and getting more income, working less and making more money, etc.

In response to this human weakness, our article title could be as follows:

Plug-in Academy: "How to choose a title with over 100,000 readers?" 14 templates for direct application (save first)”.

Movie Shop: "It takes only 12 minutes to finish reading the 900,000-word "The Three-Body Problem", which is so cool and awesome! 》.

i Baking: "A Japanese bento masterpiece that can be made in 3 minutes, make it quickly for a lazy holiday breakfast."

5. Greed

Human desires are endless, and people always want to possess more.

Information involving free, discounted, low-investment and high-return products often attracts users to click.

for example:

Plug-in Academy: "One good idea can save you $30,000 in copywriting (here are 22 of them)".

Mimi Meng: "I have 10 work experiences worth 1 million, but they are free today."

A Cat Who Is So Busy at Work: How to Finish 365 Books in a Year and Beat 99% of People of the Same Age? 》.

Ten O'clock Reading Club: "Develop this habit and your value-added rate will increase 10 times."

6. Lust

Food and sex are part of human nature, but the "sex" we are talking about here does not refer to sex and sex, but words related to sex and sex themselves have the function of attracting the eyes.

Since the scale is relatively large, I will not give specific examples. Friends in need can explore it on their own or contact me.

7. Overeating

Food is the most important thing for people. Eating is a top priority and few people can resist the temptation of delicious food.

Therefore, when coming up with a title, we can justify the meaning of "eating" with confidence, making everyone feel that loving food is a natural thing, and only those who know how to eat understand how to live.

for example:

Mimi Meng: "Here are 50 big, big, big gift packs of snacks for you."

Mimi Meng: "30 takeout restaurants in Beijing that are so delicious that I fell madly in love with them."

Egg is full: "What delicious poultry are there on Taobao ? 》.

Daily Food Diary: "Who invented this delicious way to cook potatoes? 》.

Food Channel: "Make mouth-watering chicken in three steps!" 》.

The method of using user pain points to choose titles is very practical. However, it should be noted that not every technique is suitable for every title.

We must master it proficiently, and then skillfully match it in specific practice and choose the most appropriate title.

Source: Notesman (ID: Notesman )