How to choose a title that will keep users coming back for more? 9 practical methods for you!

For those who work in operations , it is common to write several titles for an article. A title that impresses users can often greatly increase the number of readers, even by several times.

However, with the revision of WeChat , the number of people unfollowing posts has become very eye-catching. If people blindly use clickbait titles to increase the number of clicks , the number of readers will increase. At the same time, the number of people unfollowing posts will also increase significantly. It is crucial to find a balance between creating an attractive title and not playing tricks on the user’s emotions.

Here I would like to share with you 9 commonly used methods of writing titles. It has nothing to do with clickbait, but is about increasing the number of clicks on articles to a greater extent while maintaining high-quality content.

When writing a title, you can use the first, second, or third person. The emotions expressed without using the first person will be different. When you use direct quotes from the protagonist in the article, it is not only objective, but also conveys emotions and is more likely to impress users.

Title: "If it weren't for the child, I would have divorced you long ago"

Interpretation: This is a tweet from an emotional blogger, which directly quotes the heroine in the article. The intuitive and colloquial expression is more likely to impress users.

Title: "I'm 56 years old, but I'm still a virgin"

Interpretation: The title of this tweet directly presents the plight of the bachelor village in detail through the protagonist’s words, and is no longer a general introduction to the current situation of the bachelor village. A simple description of the current state of life gives the reader a concrete understanding of the protagonist of the story.

Stories are easier to understand than theories and concepts, and are less stressful to read. At the same time, the story arouses users' interest in reading because of its vividness, twists and turns, and topicality.

Title: "She lost her husband in middle age, was wrongfully imprisoned at the age of 50, and her daughter was beaten to death. She is the last noble woman in China..."

Interpretation: The article introduces the life of an old woman named Zheng Nian, but most people are not familiar with her. However, the title tells her experience in the form of a story, and users can't help but want to know what kind of woman this is.

Title: "Achieving a sales miracle of 5 billion yuan, known as Jack Ma's biggest trump card, how did they create 10,000 "millionaires""

Interpretation: Although we don’t know who the owner is, the sales of 5 billion is related to Jack Ma, and it has created 10,000 “multi-millionaires”. Each part is enough to arouse people’s interest. Who is it? The user opened it and checked it unconsciously.

Many copywriters who sell teaching materials particularly like to use story-telling titles.

For example, the tweet "An ordinary mom became a PhD from HKU and CTO of a listed company, making a net profit of 1.6 million in 3 months. What did she do?" is actually recommending a search course. The lecturer of the course is Zhu Dan. Many people don't know her, let alone her search course. Here, her experience is packaged in a certain way through storytelling, and users open the page out of curiosity about her resume.

When choosing this type of title, one thing you need to pay attention to is that if the person is not well-known, do not add the protagonist's name in the title. Because once the name is added, the sense of mystery is gone and users will not open the article.

When the content of an article is mainly intended for users in a certain region or category, you can directly address the target users in the article title. This will attract the users' attention and they will naturally open the article to read.

Title: "Housewives' favorite, no worries about housework! Get 10 off for 2 items of cleaning and practical products》

Interpretation: This is a cleaning product launched by a large e-commerce company for housewives. The title directly states that it is prepared for housewives. When housewives see this title, they will click in to check it out if they need it.

Title: "The most comprehensive list of "must-reads for marketers "! This year's most practical World Cup marketing guide

Interpretation: This title is directed directly at marketers . When marketers see such titles, they will think the content is related to themselves and will unconsciously click in to check it out.

As we all know, the influence of celebrities and the resulting attention and traffic far exceed that of ordinary people. It is difficult for a person who is not well-known or has a low reputation to attract public attention. However, if you can link it to an existing well-known figure and borrow the celebrity's popularity, users will often open the article out of curiosity. The celebrities here are not just people, but also things that are familiar to everyone.

Title: "Thai advertisements also use the BOSS direct recruitment style "MLM" routine? It also won the Cannes Award! 》

Interpretation: I believe that many people had a deep impression of the BOSS Direct Recruitment advertisement during the World Cup , and its brainwashing operation caused many netizens to complain. The title of the article here first uses the familiar routine of BOSS Direct Recruitment Advertising, and at the same time adds a conflicting topic - winning the Cannes Award, which attracts users' attention and arouses their curiosity.

What needs to be noted here is that one should not simply impose things or people that have nothing to do with the celebrity on the celebrity just for the sake of associating with the celebrity. If you are not careful, you may get into trouble.

For example, "Top Entrepreneurs' Thinking" once pushed an article " Wang Jianlin : As long as Taobao doesn't die, China won't be rich. E-commerce is alive, but physical stores are dead, and Japan's Masayoshi Son is reaping the benefits!" ”, expressing what I have said through the words of Wang Jianlin. In the end, the official account was sued by Wanda Group in the Beijing Municipal Court for impersonating Wang Jianlin's name and was asked to pay 10 million yuan in compensation.

In April this year, "Entrepreneur's Strategy" and "Boss's Thought Selection" both pushed out tweets titled "Jack Ma's luxury residence is exposed, worth 1 billion! Deservedly the most expensive in the world!!!", but this luxury residence has nothing to do with Jack Ma. In the end, the two self-media were sued by Alibaba Group and had to delete the tweets and issue an apology.

Routine topics, without any complaints or contradictions, are often forgotten by users because they are dull and boring. However, if the topic involves controversy, users will often unconsciously join the discussion because of their extreme approval or extreme disapproval of the topic. When a headline is controversial, sensitivity to the controversial issue often prompts people to click on the headline.

Title: "GQ Report | After domestic violence, Li Yang is still crazy"

Interpretation: Li Yang’s English teaching and learning model is crazy in itself, and was labeled "crazy" by the public, but later due to a domestic violence incident, he was quiet for a while. This report once again raised the crazy issue, and users can't help but be curious about what kind of crazy behavior Li Yang will do.

Title: "CUHK professor sexual assault incident: I treated you as a teacher, but you treated me as a sex toy"

Interpretation: This tweet involves the recent sexual assault incident at CUHK. It uses a strong contrast between the teacher and the toy, and the prominence of the contradiction will further increase users' desire to click and read.

There is another type of title that is inherently controversial. Users may not believe it because it is too controversial and may not open it. At this point, you can use brackets after the title to add that this controversial topic is worth reading and guide users to open it.

For example, "How to write multiple popular WeChat articles with over 1 million readers within 2 months? (Controversial but worth reading)" Because the issue is quite controversial, it is worth reading the direct supplementary explanation.

Contrary to normal cognition and common sense, titles that break the inertial thinking often inspire users to find out more because of their novel ideas.

Title: "I really hate holidays, they delay my work"

Interpretation: The normal perception is that more people prefer holidays to work. This title reveals a sentiment that one likes to work overtime and hates holidays, which makes people wonder, why do people hate holidays?

Title: "Does the delivery guy deserve sympathy? They say it's a comfortable day.

Interpretation: The delivery guy has to go out in the wind and rain, isn’t it very hard? "They say life is comfortable," who are "they"? Why do you say that? Doesn’t it hurt your waist to talk while standing? A series of questions, you will know the answers when you open the article.

Title: "Secret love alarms the People's Daily!" What kind of love letter would be forwarded by official media? 》

Interpretation: What kind of love letters will official media forward? Official media represents the image of the government, so shouldn’t they be serious? Love letters are an expression of emotion. The official media’s reposting of it is inconsistent with its previous image positioning. Users can’t help but want to see what this love letter looks like.

Title: "This big boy made a sanitary napkin, and men are competing to use it to express their love! Girls are competing to use him to show their affection.

Interpretation: Aren’t sanitary napkins a women’s product? Boys are generally too embarrassed to talk about it, but there are actually boys who make sanitary napkins? Men use him to express their love? Women use him to show affection? What is the operating logic behind this? What is different about this sanitary napkin? Open it and take a look.

Most people are much more sensitive to numbers than words. When the information in the text includes multiple pieces of data, operators like to use numerical titles. Numerical titles are commonly used and relatively familiar to everyone, but there is one thing you must pay attention to. For the same numerical title, the effect will be better if important numbers are placed in front and strong numerical contrast is used.

Title: "Quit that 50,000-yuan job, and I'll support you with my 5,000-yuan salary"

Interpretation: If there are no numbers, this title would not be very attractive. After adding numbers, the strong contrast between the two arouses users' curiosity. What kind of person can say such words so brazenly?

Title: " One of Cristiano Ronaldo's legs is worth 1.1 billion yuan!" 》

Interpretation: A very long string of numbers, you probably need to count how many there are. In fact, this is not important. The information that users get with their naked eyes is that this is a very large number that needs to be counted. It seems that Ronaldo’s push is very valuable, and then they open the article to learn more details.

When someone asks us questions, our subconscious mind will unconsciously lead us to the question and think about how to answer it. Therefore, many people directly throw a question to you when they are coming up with a title. If you happen to have the same question, you will most likely open the title and read it.

Title: "Ordinary people are watching the game, what are the beauties watching? 》

Title: "Why shouldn't Chinese aunties be allowed to go abroad? 》

Interpretation: Each title is not explained separately here. Out of instinct, when I see related questions, I can't help but ask myself the same question in my mind. When I am interested, I will unconsciously click in to see the answers in the article.

I don’t need to explain the power of hot topics. Recently, with the help of the hot topic of the movie "Dying to Survive", more than 200 articles with more than 100,000 views were published in just one week. Almost every self-media person has a heart and actions to follow hot topics. But sometimes, due to the tone and positioning of the official account, not every hot topic is suitable for tweeting.

At this time, you might as well take advantage of the popularity of the hot topic and attract a wave of attention from the perspective of your own title. It should be noted that you cannot simply bundle the title with hot topics to attract attention, but there must be a certain relevance between them.

For example, when the topic "Not going home after 3 a.m.: The adult world is more sad than you can imagine" went viral on WeChat Moments and sparked a lot of discussion, Micro Interaction came up with a related topic.

However, this topic is more suitable for discussion in the form of emotional articles, which is inconsistent with the positioning of "micro-interaction". Finally, we adjusted the layout of the article, used this hot topic as an introduction, and recommended 12 practical operation tools to friends. So, there was this tweet: "With these 12 tools , you no longer have to work overtime until 3 a.m. feeling sad."

Here I share with you 9 common methods of coming up with titles. Many titles are not limited to a single method. In the specific process of coming up with titles, you need to make a choice based on the positioning of your own account and the content of the tweet.

There is another small detail to remind my friends: pay attention to controlling the number of words in the title. The number of words in the headline should be controlled within 34 words, and the number of words in the sub-title should be controlled within 28 words. The title is too long and incomplete, so it cannot express your meaning!

Author: Second Brother in Operations, authorized to publish by Qinggua Media.

Source: wihudong