Why your headline routine doesn’t work anymore?

In the age of information explosion, the title of an article is directly related to the life and death of its dissemination.

As advertising godfather David Ogilvy said: "Five times as many people read the headline as read the copy."

In order to solve this problem, many people, including me, have summarized a series of methods to remove titles, commonly known as title templates.

I believe that when you see this, you must be very happy: "Wow, please give me the template! I will share it with you right away."

I'll share this with you:

1. Highlight:

Preface your title with one of the following words:

reveal, notice, shock, expose, transcend, shock, stunned

Big news, urgent, just now, look, reminder, latest, awesome

Practical, alert, concerned, careful, must-see, important, touching

Urgent, waiting online, terrible

2. Arouse curiosity

(1) Subverting common sense

You are so sincere, you must be a liar

(2) Contradictions

What is it like to meet your first love at the age of 5?

(3) Halfway through

I'm tempted not to recommend it, but I can't help it, it's...

3. Identify yourself, increase your sense of involvement, and maintain social interaction

Stimulate user resonance, make users feel that this matter is related to themselves, and resonate with them

(1) With label

Why should you marry female international students?

(2) Express yourself

The scariest thing is that those rich second-generations work harder than you

(3) Promise of benefits and altruism

How to achieve financial freedom before 40, marketers

(4) Scene introduction

Describe the premise vividly and specifically, so that users can empathize, feel more familiar, and have a stronger sense of involvement. Include verbs in it.

The sexiest picture I can think of is you kneeling on the keyboard

5. Discover pain points

How to express? Startups fail, international students fail their courses

6. Digital details

Young age (a girl who started her own business in 1997)

Old age (started a business at 70)

Short time (2,000 pieces of clothing sold in 1 minute)

It takes a long time (it took 900 days to start a business, and 40 years of kneading dough)

Money (from an executive with a monthly salary of 5,000 to managing 75 billion US dollars)

Distill what you want to express most and express it in numbers:

Previous: Former deputy director of the National Energy Department was arrested on suspicion of bribery and huge amounts of wealth from unknown sources

Later: The deputy director of the Energy Department was prosecuted, and his family hid 230 million yuan in cash and burned 4 printing machines

7. Controversial Topics

Is it high or low to recruit a senior operations manager with an annual salary of 700,000?

8. Use keywords to gain leverage and hold on to the big guys (symbol)

Including: famous people, authoritative titles, authoritative organizations, hot events

For example, embed the following keywords in the title:

In the Name of People , Ode to Joy

Zuckerberg , Jack Ma

Tencent Product Director, Wharton School of Business, Founder of UBER

CCTV

SF Express was slapped in the face

After reading the dry goods , I hope you can think deeply about this issue with me.

I’m sorry to tell you: “The one-size-fits-all title formula doesn’t always work.”

It is far from enough to just master some basic title skills. During the entire content production, you must constantly think and work hard on the title part.

In actual operational cases , I found several obvious problems.

There are so many title routines, how do you decide which one to use? How to use? How to choose? Which one of these is more effective?

Take the overseas study public account that I run in my company as an example:

Title 1: "Free movie tickets for Chinese Valentine's Day | 200 movie tickets, 7 major cities, and 1 person to study abroad with you"

Title 2: "I'm sorry that some international students are disappointed"

Both of these titles use tricks, can you really tell which one is more suitable?

The trick for the first title is: benefits.

Through interests, arouse readers' greedy desires. From the perspective of free stuff, even if it is useless, you might still take some of it with the mentality that it would be a waste if you don’t take it. This is the consideration and selection process.

The trick for the second title is: curiosity.

"sorry". These three words directly arouse the reader's emotions and curiosity, as well as a hint of uneasiness, dissatisfaction, and even anger.

So, I can't wait to see what you did wrong and how my interests have been violated. Defending my own interests, stopping losses in time, and quickly taking back what I deserve is naked human nature.

Do you think these two headline techniques are equally good?

I can tell you with data that the second headline technique has an open rate 5 times that of the first.

Because we attached great importance to this event at that time, and we also had a public account matrix.

So, in order to be safe, I first tried to post the first title on a large account, thinking that it would start to explode, but the result was very bad.

With a feeling of half relief and half sadness, we tried the second title on other accounts.

I didn’t expect that the opening rate was 2 times higher than usual, which means it is 5 times the opening rate of the large size.

That day, I asked myself more than once: "Free movie tickets are also a material temptation. Don't they also take advantage of human nature?"

After deep thinking and analysis, I found the answer.

What's the problem?

need.

Take operations workers as an example. Resources and practical information are what they need. On the one hand, they want to use these to recharge and study, and on the other hand, they want to alleviate their knowledge anxiety.

Therefore, if the content is pushed to operational learners, the article with the title "Free Materials" will have a good effect, at least more than 1 times the usual amount.

However, free movie tickets are not a necessity for candidates, especially not for single candidates. I have to prepare for the exam so hard, not to mention I'm a single guy, so what about a movie for myself?

Sorry, the demand for going to the movies is really small.

From the perspective of value, although movie tickets have increased in price in the past two years, the group purchase price is only 50, which is not worth the money at all.

One more thing to add, if it is something relatively expensive, such as VR or advanced mechanical keyboards, even if a girl doesn’t understand how to operate it, she will still try to get some.

Because of its high value, it may not necessarily satisfy one's direct interests, but it can be given to others or resold, which is also full of indirect benefits.

In addition, the tone of the official account does not match the movie. If it is a public account like Poisonous Tongue Movie, there is absolutely no problem in using this title.

So, the first title is "The right technique used in the wrong place".

In fact, as long as you identify the needs, no routine is the best routine.

On the other hand, let’s talk about the second title.

"sorry". These three words directly arouse the reader's emotions and curiosity, as well as a hint of uneasiness, dissatisfaction, and even anger.

So, I can't wait to see what you did wrong and how my interests have been violated.

Defending my own interests, stopping losses in time, and quickly taking back what I deserve is naked human nature.

Therefore, evoking emotions is the first reason why this title can awaken readers.

In addition, some candidates were disappointed. A part? Am I part of that? Have my interests been violated? This is a suspense, and it is also the reason that makes readers can't wait to open it.

Just like in middle school, if you didn’t do well on an exam, the teacher would say before announcing the scores that some students did very poorly.

So we suggest to ourselves that we did not do well in the exam and subjectively identify ourselves with the people we are studying: I am very eager to know whether I am that part.

Third, this title clearly brings out a sense of identity. Identity substitution is also an important part of the eight major title techniques, also called labeling. For example, why should girls studying abroad be married home? .

The girls studying abroad here are the label. Users will think: "Well, this is my circle, I am this kind of person, this is my article."

Finally, this title is short and sweet. You can watch it all on one screen of your phone, which is also an auxiliary advantage.