How to write a good article title? Learn these 3 points!

As an operator , we are often told the importance of titles . Even if an article is bad, a good title can bring good traffic .

We are often confused. Even academic masters with excellent writing skills may not be able to write a good title that the operation considers. We are often labeled as title parties , and sometimes we have no choice but to be title parties.

So what kind of title is considered a good title? Today I will share with you 3 tips for writing titles based on my personal experience and some knowledge I have read.

1. Hotspot Title

Riding on the popularity of others is the foundation for the survival of articles on many platforms. Even many platforms that are not news or gossip will try their best to ride on the popularity, which is literally to cling to someone’s influence.

1. Hot Topics

It is necessary to have a certain familiarity with hot topics in various fields, including news, entertainment, hot memes, etc. As an expert in this field, Durex has done a great job. If you are working on foreign content (like me), you must be familiar with various foreign news, entertainment, etc. websites and be able to grasp hot topics at the first time.

Hot cases in 2017:

• "I've posted it on my Moments , you tell me the wrong award was given?" - The Oscars ' wrong award incident
• In the AI ​​era, who will win, humans or robots? 》——Ke Jie vs. AlphaGo
• "Hello everyone, let me introduce to you, this is my girlfriend" - Lu Han announces his relationship
• "Do you think McDonald's is stupid to change its name to Golden Arches? The latter has a lot of historical stories" - McDonald's name change incident
• "Who Are We" - A comic strip that instantly became popular on the Internet
• "iPhone X: Ten Years Ago (Durex)" - Apple's Tenth Release

Sometimes, the citation of hot topics does not depend on the relevance of the events in your article, but on the cleverness of the citation. A good citation can achieve twice the result with half the effort.

2. Popular People

There are also some tricks to quoting popular figures. It can be a habit of encouragement, or it can be something that has a strong contrast with what the celebrity has done:

"I am not interested in money. I have never touched money" - Jack Ma

"The Secrets of Taobao Store Operation That Even Jack Ma Couldn't Help But Like"

What is the relationship between Fan Yusu and me? 》

"Running away? Owing money? One picture shows what Jia Yueting has done in the past eight months!"

Original title: "The 10 most successful Internet giants in the past 10 years: What is the most failed project? 》

100,000+: What are the most failed projects of 10 bigwigs including Lei Jun , Wang Xing, Liu Qiangdong , and Zhou Hongyi? 》

The influence of famous people can be intuitively seen from the comparison of the above two titles.

3. Authoritative Title

The application of titles can sometimes bring unimaginable traffic to an article. The applied routine can refer to the leaders in various industries. For example, when people think of BAT in the Internet industry, and when people think of the Big Four in the legal industry, the principle is similar.

Examples:

• Tencent Product Manager : What kind of newcomers do BAT like during interviews?
• [Deloitte Top Secret] What kind of people do the Big Four recruit ? 》
• "Microsoft sued in Supreme Court: refusing to hand over overseas data to law enforcement agencies"
• "You must not know how Didi , Meituan , and Momo accumulated seed users ?" 》

As for how to cite it, it depends on the users the platform is targeting. Just as the first two mentioned above have an irresistible appeal to recent graduates, the last one captures the hearts of many people who are working on Internet products and are eager to attract new users.

Of course, the title must contain enough information and be more specific. This may require accumulated experience, and the editor is also working hard to learn this.

Original title: Because of IT guys, all APPs are suffering from straight male cancer! Group P subverts the product logic of single contract

100,000+: Huang Huan, CEO of Huanfei: Momo's single-date model is weak, and female group dating is the best product

2. Digital Title

In this era of data explosion, we are instilled with a large amount of information every day. Unconsciously, we all tend to prefer things that can obtain a lot of information in a short period of time, and digital titles just meet this requirement.

Numbers represent concrete images, so the key points of the title are prominent enough, which greatly stimulates the curiosity of readers.

1. Age contrast

Age-contrast titles are quite common. Whether it is young and promising or old and strong, both make people feel incredible and are more likely to arouse users' urge to click on the link and take a look.

Examples:

• "A girl born in 1998 started a business , and five investment giants competed for 15 million in financing . What do the uncles and aunts born in the 1990s think?" 》
• "The oldest lady in China live broadcasts , chasing her dream of League of Legends at the age of 60"
• 《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! 》
• "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! 》

2. Time highlighting

Whether it is a time-saving and efficient method, or doing something exquisitely day after day for ten years, it will make people feel awe, and besides awe is a strong curiosity about how this thing was accomplished.

Examples:

• "30,000 pieces of clothing sold in 1 minute, the boss is richer than Bill Gates , he subverted the entire retail industry with just one word! 》 -ZAR A Boss
• "Behind the 35 billion US dollars in 4 years, this is how Didi eliminated 30 competitors!" 》
• This Japanese craftsman has been kneading dough for 40 years, and even the macaron master flew halfway around the world to ask for advice
• "People born on these 3 days will be rich and prosperous throughout their lives! Are you there? 》
• "Because of his wife's words, he stayed in a 9-square-meter ramen shop for 46 years. Some people waited for 9 hours to eat a bowl of noodles."

3. Prominent type related to wages, annual salary, valuation, etc.

These are topics that the entire society is paying attention to or worried about, so naturally there are many users who pay attention to them. But precisely because they are common topics, the titles need to have new angles. If you write from a more novel angle than others, the article will naturally be more popular.

Examples:

《150,000 Reward! Directly become a civil servant without taking any exam, with a monthly salary of 12,000 to 9,600 yuan and 70 days of annual leave! 》

"That poor student who often skipped classes earned 10 million last year"

《Five years after graduation, my monthly salary increased from 1900 to 50000 (in-depth and practical information )》

Original title: The difference between ordinary copywriting and excellent copywriting

Better: The difference between a copywriter with a monthly salary of 3,000 and 30,000

4. Digital Refinement

From a reader's perspective: what I want to see, what will interest me, and what will make me want to share it with colleagues and friends. These are the key points we usually extract in our articles and then describe them with numbers.

Examples:

×《World Cup Champion Germany: Seriousness is a terrible power》

√《Terrible Germans! Just because of two simple words, he is so terrifying that he is invincible.

×《Former deputy director of the Coal Department of the National Energy Administration was arrested on suspicion of bribery and huge amounts of property from unknown sources》

√ "Former deputy director of the Coal Department was prosecuted, and his home storage of 230 million yuan in cash burned 4 printing machines"

× "How to create 100,000+ content through explosive titles"

√ "These 10 articles just changed their titles, and their reading volume increased from 10,000+ to 100,000+"

3. Increase the sense of immersion of the title

1. Labeling

Humans are social animals. Subconsciously, they like to take sides, label themselves, or form circles, and they are proud of it. If we can make full use of identity labels, we can directly trigger interactive discussion topics.

A long time ago, when I just started working in operations, a colleague shared Li Xiaolang’s "Guide to Discrimination in the Internet Industry". This article can be said to have hit the hearts of every self-media person. As soon as the article came out, self-media people immediately began to complain about their own problems, and the comment section became so popular that I couldn’t help but join in after reading it.

Examples:

• "Post-90s, why don't I hire you?" 》
• Why are Scorpio men worth loving? 》
• " New media editor, why are you working so hard to be an idiot in an industry with such a bright future?" 》

2. Emotional resonance

In this impatient age, too many people need to be healed, or too many people need to be "sympathized with" to help them vent their emotions, or satisfy their "literary and artistic, escape" desires, etc., to achieve a feeling of "what you said is what I want to say!", thus causing forwarding.

Examples:

• I am 27 or 28 years old this year
• "Is the person who peels shrimps for you by your side? 》
• "I lent you money, is there anything wrong with that?" 》
• "The highest level of romance is the trivialities of life"
• "High emotional intelligence means knowing how to speak well"
• "I'm only in my 20s, why should I live so seriously?" 》
• Don’t talk about spiritual practice when you’re too old to date

3. Express benefits

This way of writing is relatively common. It is direct and clear. You can do something after reading the article. It does not require many skills to write, but the interests must be of concern to everyone in order to achieve the desired effect.

Examples:

• "Take photos of your children like this, they will thank you when they grow up"
• "Word of mouth explodes!" China"
• If you can't finish "Out of Control", at least you can read these 50 book excerpts in a month丨Collection
• If your resume is ignored, check out these 8 tips
• " Marketers , how to achieve financial freedom before the age of 40?" 》

4. Add a sense of picture

Bringing the picture in can make the title more three-dimensional and make people feel as if they are in the same situation.

Original title: "How to highlight the power of Chinese fonts")

Bring it into the picture: "How to highlight the beauty and power of Chinese fonts when making PPT"

Original title: "How to quickly move from operation to operation position? 》

Bring in the picture: "After doing ctrl+c and ctrl+v for 3 years, I finally know what real product operation is"

5. Exploiting human weaknesses

By exploring the unique characteristics of users, such as arrogance, jealousy, rage, laziness, greed and other psychological emotions, we can incorporate these psychological emotions into the title, thereby causing emotional resonance and achieving the purpose of attracting users to read.

arrogant:

• 《After working for three years, I chose to leave Tencent》
• "Why I Rejected Google's Million-Dollar Salary?" 》

envy:

• "Why are your classmates who are worse at studying than you becoming bosses, while you are still working?" 》
• "How does this small shop of 3 square meters make 300 million yuan a year? 》

Rage vent:

• "Dog Day House Prices"
• "Is there anything wrong with me lending you money?" ! 》

Lazy:

• How to choose a title with over 100,000 views? 14 templates for direct application》
• "To understand Internet+, just read this one article"

greedy:

• "One good idea can save you 30,000 yuan in copywriting"
• "I have 10 work experiences worth 1 million, but they are free today"

Finally, I would also like to mention a type of title that many media people often use, which is the inventory type.

My personal opinion is that you should not use a general summary of the content you have reviewed as a title, as such a title will make me feel boring.

My personal approach is to use the most attractive one among the things listed as the title. For example, in "Do you have all the top ten quirks of American presidents?", it is mentioned that Obama likes to put his feet on the table, and the same is true in the White House. Then we can highlight this highlight in the title, such as "Top Ten Quirks of American Presidents - Obama Puts His Feet on the Desk to Work", which may be better.

The above are some tips, I hope they can help.

The author of this article @JimjimyAng compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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