How to come up with a popular title that attracts users?

The issue of coming up with titles is actually a common topic , because whether it is new media or copywriting , whether it is a novice or a veteran, everyone likes to study titles.

This also shows the importance of the title.

On the one hand, for researchers, it can quickly enhance their sense of gain and accomplishment, and help them take the first step in selling in the new media or copywriting field more quickly.

On the other hand, the title plays a very important role for an article or a sales copy. It attracts readers' attention, increases the opening rate of the article, and makes our article more likely to be seen and clicked to read.

If the content of our article symbolizes a person's beautiful body, then the title is this person's beautiful face, which will captivate you at first sight.

Without further ado, let me share with you my collection, organization and analysis of the titles of this type of copy when I was researching sales copy.

If you already have a thorough understanding of this, you can directly click to close this article and use your time on more valuable things. If you have enough time and don't mind spending a few minutes, you can take a look at it together.

1. Four major types

After collecting, sorting and analyzing the titles I saw, I divided them into four categories:

• Story type;
• Fearful type;
• Benefit type;
• Suspense type.

Let’s talk about them one by one.

1. Storytelling

The characteristics of this type of title are:

The title is long, with a complete introduction, development, twists and turns. Through the title, it tells you the personal experiences of the key people involved in the sales copy.

Just a few simple words can convey the feeling of reading the biography.

Here are a few to give you a feel for it:

Her English was terrible, but she learned to speak authentic English through American TV dramas and became a top student. How did she do it? Her marriage broke down overnight and all her property was swept away, but she calmly quit the entertainment industry and helped ordinary people become beautiful... This is the way for adults to open up... When he was the poorest, he only had 10 yuan on him and was tragically broken up by his girlfriend, but now he earns millions by his voice. How?

In my previous article "Poor writing skills? In the book "Try this, even novice copywriters can quickly get started", it tells how to use the 5-step story writing method to write a story about a small person's counterattack at the beginning of a sales copy.

The 5 steps are:

• The protagonist has a low starting point, but has his own goals to achieve
• In order to achieve this goal, the protagonist is very eager to do something to change the status quo and achieve his goal.
• It is very painful on the way to achieve the goal
• For some reason, there was a turning point.
• After the turning point, the result was very good. Not only did I achieve my original goal, but I also gained a lot of unexpected things.

A story-based title is a condensed version of the story written using the five-step story-writing method, condensing a 500-word personal experience into 20-30 words.

People naturally like to read stories, no matter how many words they have. By taking advantage of this psychological characteristic of human beings and presenting the key information of the article in the form of a story in the title, users will naturally want to obtain more information about the story. As a result, he will be more willing to click on the title and read the article carefully.

So how do we write a story-like title? Here are my suggestions for your reference:

[1] Find out the people related to the product mentioned in your copy, which may be the founder, R&D personnel, sales personnel, or customers who have used the product.

【2】Use the 5-step story writing method to sort out the life experiences related to the product and find the corresponding answers for each step;

【3】Connect the answers from the previous step together, delete and adjust the vocabulary, and keep the word count to 20-30 words.

2. Fearful

Fear-type titles mainly correspond to the following psychological states of users:

• Falling behind: There are things that users haven’t done, so they get bad results and the gap between them and others is getting bigger and bigger.
• Avoidance psychology: Users are very afraid of becoming a certain type of person, but now there is a trend of becoming that type of person.

This fearful type is more often used in situations involving career and marriage.

In life, if your career is not going well and you haven’t become a manager by the age of 27, it means that your source of money is not very good to a certain extent. When people have no money, eating, drinking, defecating and urinating become problems.

In marriage, it is agreed that you will be together for life, but the reality is that you are at home taking care of your child's poop and pee, while he is outside, caring about others and telling them to drink more hot water.

So if we want to write a fear-inspiring headline, what can we do?

【1】Find the most painful points of your target user group;

[2] Find out the current choices of target users in solving this pain point, that is, what are their common choices before using your product;

【3】Identify the potential and long-term adverse consequences of the user’s choice.

3. Benefit-oriented

The interests here are mainly divided into two types: material interests and spiritual interests, which represent what can be obtained in the short term and in the long term respectively.

Then material benefits are nothing more than:

• This product is limited in time and quantity, so it sounds pretty scarce;
• This product is now at its lowest price ever, so you’ll make a profit if you buy it;
• When you buy this product, you can also get a bunch of small gadgets wholesaled from Yiwu town.

Spiritual interests are nothing more than:

• This product can help me realize my life value and make me more like the "chosen one";
• The current price of this product may not be as "kind" as similar products, but the pleasure it brings far exceeds "3 seconds", and it feels like spending 10,000 yuan for 1,000 yuan.

So how can we write a beneficial title? Let’s try the following methods:

【1】Determine whether the benefits your product provides to users are immediate (material benefits) or non-immediate (spiritual benefits);

【2】After determining the benefit, list the information that the user can obtain under this benefit;

【3】Display the information that users can obtain in the title.

Regarding benefit-oriented titles, some people may say that our product is really amazing, as it can provide both material and spiritual benefits, and I want to display both in the title.

To this, what I want to say is that even if you want to grab something with both hands, both hands may not be strong.

If you present two directions of benefits in the title, readers who see this title will need to make choices and judgments based on the information presented in your title. Compared with reading a title that only presents a single benefit, this type of title may cause certain reading pressure and require readers to spend more time.

Based on this, I do not recommend that you present both types of benefits in a benefit-based title. If you want to try it out, you can try it and find the best one that suits you.

4. Suspense

This type of title creates suspense in the title and uses the reader’s curiosity to entice them to open the article.

This type of title is actually quite simple, here are a few of them:

Why do women have irritable personalities during menopause? Because they don’t notice this… She lost 15 pounds in one month without taking medicine or exercising, all thanks to this… Because of this, she achieved five consecutive career changes in one year and became the youngest manager in the company…

After reading this, please think about what these titles have in common?

That’s right, each of these titles contains a suggestive word that implicitly points to the reader himself: this, that, do this.

When most people see such indicative words, they will naturally follow up with the next sentence in their minds: Which one? Which point? Which one to do?

If they want to get the answer to "Which one? Which point? How to do it?", they need to click on the title and read the article. This achieves our goal.

Based on this, we want to write a suspenseful title, which is actually quite simple:

【1】Find the pain points of the target user group;

【2】Find out how your product can solve their pain points;

【3】Combine the contents of the first two steps to form a sentence;

【4】Replace the answer part of the sentence with indicative words: this, that, this point, that point.

In addition to this method, the more common and easier to write method is the shocking style.

As for shocking titles, I personally do not recommend using shocking titles. To a certain extent, it will affect readers' expectations of the article. In serious cases, it will create a "wolf cry" situation, which will in turn affect the brand .

If you want to use it, my suggestion is to reduce the frequency of use, such as once every half a month. In addition, the quality of the article’s content should be worthy of your shocking title and not be too bad.

2. Classification and Summary

These are 4 methods we can use when writing sales copy titles. When you are out of ideas when creating a sales copy title, you might as well give it a try.

Of course, if you want to improve your sense of titles, you still need to practice deliberately in your daily life. As for the method of practice, what I often use is to build a title library of sales copy, collect 3 every day, and set aside a whole block of time every Sunday to classify and organize them according to the 4 title types.

The template is as follows:

If you want to improve this feeling but don’t know how to do it, you can try my method. Take the first step!

Source: Jiaye