How to write a title with high click-through rate and high forwarding rate?

Say it in advance

Create suspense, combine hot spots, use numbers, give benefits, make comparisons, add time elements...

We found that in almost all articles or courses on copywriting , these methods will be mentioned when titles are discussed.

Indeed, the more well-known a method or routine is , the more effective it may be. However, you have read countless articles, listened to countless courses, and memorized countless high-quality copywriting.

But in the end, you still can’t write a good title.

The reason may not be that you don’t know the copywriting routines, but that you don’t know how to use these routines well.

In order to make good use of the title routine, we need to understand the logic of writing titles.

Only when you understand it can you understand at the fundamental level how a title is produced and why you should use the routines you have learned in your daily studies.

1. Clarify the purpose

Will a copy with unclear purpose become very effective because you use various copywriting techniques? Obviously not. After all, if you don't aim when shooting arrows, you will never hit the target.

Therefore, before you start writing the copy, the first thing you should think about is what is your purpose?

Take WeChat as an example. What you need to understand is that our users will not only follow our one account.

Our account is in competition with other accounts that users follow. The resource we are competing with these accounts for is the users’ time .

We use content and operational methods to extend the time users stay on their accounts. However, if users cannot see your content, no matter how good the content and operations are, they will be useless.

Therefore, the most fundamental purpose of the title is to get users to click on the article. Moreover, it plays a certain role in retention .

Now that the purpose of the title is clear, we can break down the conditions that the title needs to meet:

1. Attract users

2. Let users click

3. Make sure the title is not exaggerated

2. Copywriting presentation scene

The purpose is clear, we also need to understand in which channel , in which scenario, and in what form the copy will be presented.

Taking WeChat as an example, the scenarios where titles are displayed include: subscription account messages, Moments , and chat dialog boxes.

In these display scenarios, how many words can users see, whether they can see pictures, and what are the users' browsing habits.

These rules determine the length of your copy and the copywriting strategies you use.

3. Who are your users?

Copywriting is your tool for persuading users. Since you are trying to persuade someone, you must know who you are trying to persuade.

Only by understanding who your users are can you understand what is relevant to them, what is not relevant to them, and what they are interested in.

In short, only by understanding who the users are and what their characteristics are. You will understand what their real needs are.

4. Attract users

Users will not read the official accounts all the time, but will take time to read the content according to their own schedules. It is obviously not wise to push messages during off-peak hours.

If a user is accustomed to checking the official account at noon, he may be faced with hundreds of pieces of content at this time.

What will a user do if he wants to get the content he wants? Maybe you just quickly scroll through it, pick out the content you’re interested in, and read it.

Only when the content you provide is valuable to users will they have a reason to stop and read.

What is valuable to users?

I think two conditions are met:

1. It’s related to users.

2. Solve his needs (including material needs and spiritual needs).

Based on this logic, you will find that many of the routines we have learned are created to help users better perceive the value we provide.

5. Make the copy feel

There are many ways on the Internet to make your copy meaningful. However, this is obviously not what I am talking about.

Here I would like to talk about two ways of thinking. In my opinion, countless copywriting methods are born out of these two ways of thinking:

1. Triple Brain Theory

2. Rhetoric

Triple Brain Theory

Let me briefly talk about the triple brain theory here. The human brain can be divided into the reptilian brain, limbic system, and neocortex.

The reptilian brain and the limbic system are relatively primitive parts of the brain, which respectively control people's instinctive desires (such as greed, lust, fear, etc.) and emotions.

Many times when people make decisions, they do not switch to the neocortex, the advanced brain. Instead, we make choices through the primary brain, following human instincts and personal emotional preferences.

How can we use this thing? For example, fear of difficulties is human instinct.

Therefore, any abstract concepts that are difficult to understand are not suitable as copywriting. Visual descriptions are easier to understand, so they are more suitable for copywriting.

When you want to evoke emotions in users, the effect will be much better if you write down scenes or things that can generate emotions.

Rhetoric

In my opinion, copywriting = framework + use of words. The copywriting framework is the idea we have when writing copy.

The use of writing varies according to the languages ​​of different countries.

In China, our country has a 5,000-year-old cultural heritage. He has his own very mature method of using words - rhetoric.

If you think about it carefully, the copywriting routines we usually learn seem to be rhetorical techniques.

In order to make words feel and allow readers to have a clear understanding of the information conveyed by the words (emotions, things, etc.), we invented rhetoric.

Let’s talk about the use of numbers in copywriting. I don’t recommend using pure numbers in your titles. Because, a number that has no meaning to the user is actually just a number.

However, if you add rhetorical techniques such as contrast where numbers are needed, it will have a very good effect.

Classic OPPO copywriting: 5 minutes of charging, 2 hours of talk time. If this copy only uses numbers without using contrast, it won’t be so outstanding.

6. Make sure your title is not exaggerated to attract users to click

What motivates users to click on a headline? It is through the title that I can clearly know that the content of the text contains what I want to know.

Therefore, it is very important for the title to provide users with enough information and make the information meaningful.

At this point, you will find that the things we talked about are actually the factors that encourage users to click on the title.

Without exaggerating, it would be more appropriate to say that the title should be realistic.

This is to ensure that your title doesn’t raise user expectations too high. In this way, if users are very disappointed after seeing the content, they may unfollow you.

So, actually this part is more like a test standard. Is your title clickable and realistic?

7. Summary

At the end, let’s summarize the ideas mentioned above.

1. Clarify the purpose of writing copy

2. Analyze the presentation scenario of the copy

3. Who are your readers?

4. Attract users

5. Make the copy feel

6. Check the title

Since I started learning operations, I have seen countless copywriting routines. After being dazzled by them, I gradually realized that the underlying thinking logic is actually the same.

I gradually realized that building a thinking framework is better than knowing countless routines, which led to this article.

The original intention of not listing writing routines is to use a set of thinking frameworks to prescribe the right medicine for different problems, rather than listing various routines and using them indiscriminately.

After all, there is no one-size-fits-all approach.

Author: Feiquan, authorized to be published by Qinggua Media .

Source: Jianshu