How to write a title with over 100,000 views? These 6 tips and 4 precautions are a must-read!

What kind of era is this?

Everything is connected, everyone has their own media , and everyone is a source of information. We live in a world of information explosion and extreme fragmentation. While information is convenient, it also often brings us a lot of trouble, so that we have to selectively view the information we want to know!

Therefore, the time we stay on an article on a platform is rapidly decreasing. Therefore, whether the title of an article is appropriate directly determines the traffic size of the article, and conversion becomes secondary.

I believe that everyone has read a lot of articles such as "Teaching you a few steps to achieve 100,000+" and "A formula to help you reach the peak of reading volume". They may be effective, but most of them are exaggerated. A good article should be a combination of "good title + high-quality content". I dare not say absolutely how to write a good title, but learning a few title writing techniques will be of great help to you in writing a good article.

First remember one thing: a good title should cleverly convey to readers what you want to say (story)!

I don’t dare to make big promises, I just want to throw out some ideas and hope that it will be helpful to everyone’s writing. Here are 6 tips to help you change the title to be more suitable for your article:

1. “…suspense + profit inducement”

Making good use of ellipsis in writing titles can create suspense for readers. There is a natural curiosity and novelty in human nature. Creating suspense can give readers more room for imagination, allowing them to instinctively make their own judgments, thereby enticing readers to naturally click to confirm whether their guesses are consistent.

In addition, creating suspense can also create a kind of interest temptation for readers. Of course, you also need to cleverly set the interest points in the title to make users eager to know what kind of information they can get after reading the article. If there is no clear and tempting interest point, simply talking about the techniques of creating suspense is undoubtedly futile. After all, there is no gain without pain, and readers click on your article to obtain valuable information.

Example: "Recently I was reading a book and thinking about five questions..."

" Tmall's Double 12 offensive is strong, and they are the ones who benefit the most..."

"A man who truly loves you will treat you like this..." (Irie no Kujira)

"How can a girl with average looks become beautiful" (Cicada Creative)

"Whether a man will cheat depends on these two points" (Women read more)

2. Target orientation

Target orientation means speaking directly to the target users in the title. These people will involuntarily think, "Are you talking about me?" They will involuntarily click to see what bad things this guy is going to say about me. How did this guy know I had this condition? How does the author solve this problem that I am troubled by? You are immediately standing in the shoes of your target readers and working with them to solve problems, so your article will touch the readers' hearts. Such a directional article title will make you happy every time you use it.

Example: Those who stay up late to work overtime should pay attention.

《To those who are losing weight silently》

《Written for those who have been troubled by English for a long time》

"Friends who are going to take the CET-4 and CET-6 have a look"

《For You Who Have Been Called "Auntie" by Children for No Reason》

Parents who have children who don’t eat vegetables, please read this

《Attention black coffee lovers...》

The above titles have obvious target orientations. If you are one of the above groups and have the same confusion, would you be unable to resist clicking on the article to see the answer? This method points out a pain point of the audience from their perspective. They will feel that you are helping them come up with ideas and problems, and clicks will come naturally.

3. Flexibly use specific data

It's very simple. Adding concrete data to the proposed title can give readers a more intuitive and quantitative feeling. Sometimes numbers can also give people a very authoritative and professional feeling, increasing credibility. Readers are very realistic. They always want to gain something from reading your article. A concrete title is simpler and more direct than an abstract title. Using powerful data instead of fancy words can help readers put aside their doubts.

For example: Abstract expression: Our dishes are very popular; Concrete expression: We sell more than 100 servings a day, which are our popular dishes; Abstract expression: We support your needs at any time; Concrete expression: We will arrive immediately after receiving a phone call, and we are on call for you 24 hours a day. Which of these two sets of language expressions do you prefer? It must be the one that gives you a sense of security and the greatest reliability!

Example: 99% of people guessed wrong about this ad

"Secrets of Grassroots Entrepreneurship : How to Ship 100,000 Yuan in 3 Months"

After continuously producing 10w+ popular articles, he summed up these 3 writing experiences

"When in love, men are most annoyed by these 8 behaviors of women" (Gu Jie)

"Escape from Mini Programs : 60% of Users Return to APPs, 70% of Developers Want to Give Up Development" ( Titanium Media )

"YY's overseas story: What can we imagine about a live streaming platform with 30 million monthly active users and a valuation of 400 million US dollars in one year" (36Kr)

After reading the above titles, you will naturally feel that the author must have spent a lot of effort to do this, and the data is presented very clearly. Such articles must have content worth reading. First of all, the title confirms you. Data can help readers grasp a variety of information in order to obtain some kind of spiritual or practical satisfaction. Therefore, the data in the title can satisfy the readers' desire for benefit.

4. Use contrast to create contrast

Clever use of contrast in formulating titles can often produce unexpected results. Sometimes, in order to highlight a certain theme, the author uses strong contrast to let readers clearly see the pros and cons, good and bad, thereby creating a significant contrast effect. It is simple and clear and to the point, which can immediately let readers understand the intention of the article. If readers find similar positions, they will unconsciously forward and share it, and the contrast effect will bring a lot of traffic.

Example: "The difference between a monthly salary of 3,000 and a monthly salary of 30,000"

"Look at other people's cafeterias. What you eat is shit."

《Resumes that are popular and resumes that people are impatient to read》

"After eating this pineapple cake, all others are just so-so" (Eger is full)

"These 10 small items used during menstruation are 100 times more useful than brown sugar water" (IF)

"After reading these 10 copywritings, I am willing to gain another 10 pounds" (Xizhimiquan)

The contrasting title sentences have various styles. They create contrast by magnifying certain aspects of the described object. They seem a bit exaggerated but not too exaggerated. They save words and are effective. Users are happy to click and read, especially those humorous and interesting titles.

5. Challenge common sense and think in reverse

In the cognition of most of us, based on the education we have received, we tend to maintain a consistent view on certain types of issues, believing that this or that is normal and should be the case. But this kind of title writing is to break this common sense and make readers feel surprised and impossible.

Challenging common sense, the proposition method of reverse thinking breaks through the readers' usual mindset and takes a different approach to bring readers unexpected results: subversion, weirdness, strangeness, surprise, freshness... Not playing by the rules creates unique highlights, bringing cognitive impact to readers who have long been aesthetically fatigued, thereby stimulating their interest in reading. Brother 7 has a special liking for this type of title. Often, people who come up with such titles will give you some unexpected content, some of which can even be called shocking.

Example: "Looking forward to it, looking forward to it, my old mother finally passed away" ( Jianshu : Xiaodao Loves to Listen to Stories)

"My Lover is a Psychopath" (Jianshu: Tomato Loves Traveling)

"Unlucky Girls, Good Luck Isn't Too Bad" ( Mimeng )

After watching "Wolf Warrior 2", I want to say to Wu Jing, you deserve it! 》

"Women Who Can Spend Money Are Happier" (Kawa Weika)

"7×7≠49?" 》(Tomato Loves Traveling)

The above titles break our usual cognition. Regardless of whether you agree with some of the views put forward by the author, the titles have already brought some shock to you, making you unable to help but click in to find out or to have a debate with him. In fact, the author is intentionally or unintentionally creating some implicit or explicit contradictions, causing the title to conflict and confront the reader's habitual cognition, thereby inducing clicks to read.

6. Empathize and resonate

The purpose of empathy is actually to look at the problem from the same standpoint as the readers. The main point the author wants to express is that I do this for your own good, so the proposed title should preferably have benefits or interests that readers can intuitively feel. Writing from the reader's perspective and looking at issues from their point of view can trigger emotional resonance in both parties.

Secondly, everyone in every industry has different emotional experiences, some of which are revealed and some are deeply hidden. Therefore, if the title can arouse the reader's deep emotional resonance, it is undoubtedly a successful title.

Example: Why do customers remain indifferent despite your extensive advertising? 》

"Every time this dish is ordered, the female colleague who insists on losing weight can't help but pick up her chopsticks."

Why do new media require so many skills but the salary is so low? 》

"I spent 2 months and failed 6 times in hot marketing "

The bitterness of the copywriting industry, the road I have walked is full of tears

"Work like a slave, don't be a secondary party!" 》

The above titles have triggered resonance among the audience on some level, making readers realize all of a sudden, "Yes, that's it, I'm so miserable", "Yes, yes, I'm the Party B in the article"... Seeing such titles is like seeing oneself, and they agree very much with the author's point of view. Readers with similar experiences don't even have time to be moved, and they rush to press the forwarding and sharing buttons.

The above 6 title drafting methods can provide some tips and references for your future writing, but there are still some places to pay attention to. I hope it can be helpful to you:

1) Avoid using catchy headlines

The Internet is full of various articles that teach you how to use clickbait titles and tell you the benefits of clickbait titles. Brother 7 is here to tell you seriously not to go on the "wrong path". The title skills we taught you before are not to let you be a clickbait title, but to let you truly write a suitable title based on the content of the copy.

Some of the headlines are alarmist, including the key words "guided" by some people: secret, truth, absolutely, actually, never expected, unthinkable, revealing, etc., which have gradually been blocked by major online platforms, especially the "shocking" style. UC, Toutiao , NetEase and other major self-media platforms have successively introduced measures to crack down on clickbait, you must be aware of this!

2) Different titles for different platforms

Needless to say, different self-media platforms have their own attributes and styles, such as Jianshu, Douban , WeChat , Toutiao, etc. As multi-platform distribution has become a major trend in content creation, formulating titles of corresponding styles according to different platforms will definitely have different effects. Don’t think about solving the problem once and for all. You must learn to prescribe the right remedy to accurately meet the needs of fans on each platform.

3) Titles are getting longer

One advantage of the mobile Internet era over the past paper media era is that the length of the proposed titles is allowed to become longer and longer. After all, the cost of paper printing is high. Without the rigid limit of word count, authors can write more perfect titles. WeChat now allows 64 characters for titles, Baijiahao allows 40 characters , NetEase allows 27 characters, Toutiao allows 30 characters, and Dayu platform allows 50 characters for titles.

In the new media environment, titles are getting longer and longer, which is a phenomenon of "information pre-positioning". The reason is that the information explosion has caused attention resources to become increasingly scarce. Instead of waiting shyly and passively for readers to open it, it is better to display the information directly at the entrance so that people can see it at a glance.

IV) Other matters needing attention

When drafting a title, there will always be some clever editors who try to skirt the rules, but Brother 7 still kindly reminds you to use it with caution. For example, if you want to skirt the industry's unspoken rules, you must not touch the established industry rules unless you are absolutely sure or authorized; for example, if you want to skirt the laws and regulations, you are reminded to be mentally prepared for your account to be blocked. In addition, some editors like to use dirty titles to attract attention. This trick is indeed good, but you must be careful to grasp the scale. You know the reason!

Example: "Tonight I will tear off your red bellyband and touch every inch of your skin" (Meet the Boss Lady)

"1000 Photos of His Little Brother" (Cicada Creative)

"I squeezed him tightly, rolling over and over again" (Meeting the Boss Lady)

"Every morning and evening, I just want it to vibrate in my mouth" (one line)

"There is something on a man that will be swallowed up by a woman on Valentine's Day" (Du Shaofei)

"She Took Off Her Black Silk Stockings That Night and Kept Screaming on Me" (Meeting the Lady Boss)

In the new media era, everything is changing too fast. All the masters who write titles must keep up with the times. Techniques are just for reference. Don’t stick to the past mindset. Breaking through the present is the best way to learn.

Okay, that’s all about the title for now. I believe that many people, like me, are eager to achieve 100,000+, but feel it is out of reach. It doesn’t matter. Once we have set the direction, we will move towards the goal step by step. Having a good title is the first step to writing a good article. Carefully polishing our writing skills is the true meaning of gaining readers’ recognition.