How to write a title? 7 steps, from conception to hit product

How did you come up with the title?

Do you receive a request in a hurry and frantically open the WeChat public account you follow to check?

Click on various creative websites to find enlightenment?

Fidgeting, scratching your head, thinking hard?

If it is as mentioned above, it only means that you want to work overtime tonight.

Of course, you must have come up with a few titles in your operating career that you will never forget.

A good title conveys accurate information, and you will find it catchy, interesting and useful.

Looking back, there are actually common causes.

This is what the title should be!

A good title is a story that has a structure. Just like a restaurant with a long queue can't have bad food. After going through seven steps - finding keywords, sentence construction, sentence optimization, comparative screening, editing optimization, first sentence, and feedback optimization, the ultimate goal is to create a useful and interesting title.

1. Find keywords

Usually, when giving a title, one either bases it on the content of the main text, or takes the title as the core and expands the content. The core must be supported by three or two key words.

By finding the right keywords, we can perfectly meet practical needs and accurately convey the information we need to know, which is useful.

Just like, strawberry can be called strawberry, pineapple strawberry, cranberry, and ground peach. In addition to fitting the customs and preferences of different regions, different ways of saying things can also confuse others and enhance one's status to a certain extent.

A more obvious example is: kelp is kelp, what's the difference between cherries and cherries?

It can be seen from this that once the wording is changed, it can be applied in different scenarios. This can confuse people and raise the price.

Therefore, through this process, different expressions are used to create different effects, which may be rigorous, funny, or childlike, which is interesting.

So from now on, we will select a very interesting title from before and do some practical work to find out the keywords.

example:

The worst property of the year has a weird house type again: one person goes to the toilet and the whole family watches!

Select keywords: house type, Japan, bathroom.

2. Make sentences

A title is essentially a sentence, whether long or short. Expanding through keywords is the title we need.

Usually, what we learn when we are young makes us understand. Sentences include declarative sentences, interrogative sentences, imperative sentences, and exclamatory sentences. Under each major category, there are many subdivisions. Just like question sentences, there are also rhetorical questions, yes or no questions, etc.

Of course, when making sentences with keywords, you don’t have to use all the keywords, as long as you can convey the necessary information.

Through practice, with keywords: house type, Japan, bathroom. The emotions conveyed by different types of sentences are obvious.

example :

• Declarative sentence: Japan has come up with a house plan in which the bathroom is designed like this.
• Rhetorical question: How could the Japanese design their bathroom like this? Black question mark face.
• Complex sentence: The bathroom is placed in the center of the room like the center of a circle. Can you win a prize like this? No one would dare to believe it.
• Exclamatory sentence: There is actually such a house type, where the bathroom becomes the center of the universe!

3. Optimize sentences

When the sentence takes shape, it is time to add some makeup to it.

Such as increasing conflicts, creating confrontations, and arousing discussions.

Example : The Japanese are such a perverted nation that they designed a house layout in which when one person goes to the toilet, the whole family has to watch. It actually won the Best Apartment Design of the Year! ! !

The point is clear and powerful through numbers:

The Japanese are such a perverted nation that they designed a house layout like this: when one person goes to the toilet, the whole family has to watch. It even won the Best Apartment Design of the Year with 90% of the votes! ! !

Through vivid description:

Japan has come up with a house design: one person goes to the toilet, and the whole family watches

Incorporate emotions to stimulate the audience’s emotional resonance:

The Japanese are such a perverted nation that they designed a house layout like this: when one person goes to the toilet, the whole family has to watch.

4. Comparative screening

The title has gone through keywords, expanded keyword sentences, and optimized sentence construction. Now it’s time to bring it out for everyone to see.

It will be submitted for an internal round of screening, and then another round of screening by hardcore fans or external groups. The title you choose must be polished and clear.

If some conditions are missing, fans or external groups. You can also forward it to your friends or seniors for comments. After a long time, you will naturally get the feeling of it.

5. Editing optimization

After internal polishing, we still need one last step to face the discerning fans.

A well-written title is a gift to all your fans. Exquisite packaging is indispensable. Using editing tools to add details such as punctuation marks and adding pictures that are in tune with your heart is the way to complete the soul.

A good title combined with a picture is a story that is very intriguing.

6. First sentence

When users trust you, agree with you, and click in. Please hand him a cup of hot tea instead of pouring a basin of cold water on him. What does it mean to hand over a cup of hot tea?

When you click on the title, please synchronize the first sentence you see (summary) with the title in a timely manner. Avoid any irrelevant content or slow pace. We need to use elements like story + suspense + safety + attraction to make him understand that this is worth watching.

example:

Title: Decoration pollution causes 110,000 deaths every year. Do you really think that formaldehyde can be blown away by ventilating for half a year?

First sentence (summary):

Every year, the amount of indoor air pollution in my country

The death toll has reached 111,000.

That's about 304 people a day - one person dies every five minutes.

In recent years, due to decoration pollution,

Life-threatening incidents are common.

There is a folk saying that no odor means no pollution?
Will everything be fine if we ventilate the room for half a year before moving in?

7. Feedback optimization

After this article has been published, collect data in a timely manner and conduct analysis and comparison. You can understand the real feedback, grasp the real needs, and refine and improve them.

Internally, we compile statistics on background data, check historical headlines and keywords, and analyze the main dissemination data and channels.

Externally, understand the data of your peers.

Key indicators of the data include:

Do an exercise

Finally, let’s do an exercise together to see how much you have mastered! ! !

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

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