A 10,000-word article details the 7 types and 8 steps for creating 100,000+ titles!

Come, before we get started, let’s do a test to see how good your title is. Read the following passage and then give this article a title.

There was a pair of high school classmates who had a crush on each other but never confessed their feelings. They went their separate ways after graduation. They also dated in college, but they broke up without exception.

By chance, they met each other in a cafe in Beijing and rekindled their old relationship.

…

From then on, they lived a happy and joyful life...

Grab a pen and paper and give yourself 10 seconds to come up with a title.

Okay, now the answer is announced.

Traditional title view: It is better to love just right than to love early.

New media title view: How many people end up marrying their high school classmates.

If your title is the first type, then congratulations, this article is exactly what you need.

If your title belongs to the second category, then congratulations, you have got the admission ticket to new media.

▌The first misconception

The purpose of a title is not to summarize the article clearly, but to attract clicks.

If you were writing a summary, you would write the following title:

Original title: Don’t be so sad and angry, the world doesn’t owe you anything.

If you’re looking for clicks, you’ll write a headline like this:

Great title: My best friend of 6 years blocked me.

The original title was written by the author himself, and the article has not received any response for several years. The later title was changed by a editor when reposting the article, which resulted in millions of reads and was named the best title of the year.

▌The second misconception

Let readers continue to spread, not just read.

As in the example above:

Original title: It is better to love at the right time than to love early.

Great title: How many people end up marrying their high school classmates?

If it were the original title, the article would end there. But with the second title, readers may have their imaginations running through their minds before reading, and after reading it, they may share it with their high school classmates or forward it to someone else.

These two misconceptions involve the two core elements of the title: clicks and sharing . This is also the key indicator to judge whether a title is good or not.

In new media, there are two indicators to measure the quality of a title: open rate and spread rate .

The open rate refers to whether a person will be attracted to click after seeing the title.

The spread rate refers to whether a person is willing to share an article after reading it.

Of course, the quality of the article also affects the spread rate, but the title is also very relevant. As for open rates, they depend almost entirely on the headline.

Open rate

When it comes to opening rates, there are three major obstacles: fragmentation, folding, and homogenization .

1. Fragmentation

People read articles in very fragmented time. They may be on the subway, at the bus stop, in the toilet, or waiting for the elevator. They just scroll by the public accounts , feeling anxious and impatient.

2. Folding

All subscription accounts are folded into the subscription account column. After a public account pushes a message, the title will be displayed in the conversation list of the subscription account. It will only survive on the reader’s mobile phone for a few minutes or even tens of seconds before being covered by later ones.

3. Homogenization

When talking about a field, the same things are always the same; when writing about a hot topic, the same angles are always the same, so even carefully conceived titles can easily become monotonous.

These three major problems lead to the “3-second rule for titles”: if a title cannot attract people to click on it within 3 seconds, then it will never have a chance to appear on the stage.

The headline-getters just can’t do this, so in the end they resort to the lowest possible level in order to attract attention. But if you only pursue the open rate without considering the spread rate, the result on WeChat will still be zero.

Transmission rate

Chen Xinyan from the book list has two PPTs with very good summaries.

In the dissemination chain of WeChat articles, it can be clearly seen that if there is no forwarding (dissemination rate), there will be no reading .

A friend of mine talks about gender relations. The quality of his articles is very high. The titles go straight to the heart of women, and each title speaks volumes about the pain. For an author with 10,000 followers, the average number of people opening an article can reach 2,500, and sometimes even more than 3,000 or 4,000.

But what is surprising is that the article was forwarded very rarely, with the maximum number of people sharing it on WeChat Moments being 5. Because the issues he discussed were very private, and although the articles were actually very positive, the titles made it hard to share them.

So even if the article quality is very high and the readers are very loyal, it is still difficult to increase the number of followers. This is a typical case of only open rate but no spread rate.

It is important to consider both clicks and shares; neither can be missing.

Now that we have figured out the two key indicators of a title, let’s take a look at what a title is .

The title is a promise.

You promise your readers a small benefit in exchange for their valuable time and attention. This benefit can be a fun thing or a solution to a pressing problem.

Let me tell you a secret: people don’t actually want to read any articles .

What people really want is a sense of control over their lives. So we look for secrets, unspoken rules, methods, shortcuts to help us find order and meaning in our lives again. And that’s the promise the title makes.

So essentially, this is the deal:

I give you what the title promises, and you give me your attention and time.

The way to win the deal is to give the other party good enough conditions. In the movie "The Godfather", Godfather Corleone has a famous saying: I will make him an offer he can't refuse .

Similarly, for those who are masters of titles, they all understand that an eye-catching title must be an irresistible promise to the other party.

But be careful, never promise something you can't give. The reason why people hate clickbait headlines is that they promise things they cannot deliver.

For example, in "A family of nine was brutally murdered in broad daylight...", I was expecting a shocking crime, but when I clicked on it, I found that a group of cockroaches were swatted to death...

Principle 1: Write the title first

Be sure to draft a title first, then ask everyone if they are interested in it, to make sure that someone will read it after you write it. Avoid writing without saying anything, as the result will be a bunch of garbage.

Writing a title first can also help you clarify the purpose of the article and the communication ideas, which helps to keep the content clear and organized.

Principle 2: The 50/50 Rule

50/50 means that when writing an article, you should spend half of your time on the title.

Some advertising copywriting masters will even spend a week writing a title and the first 50 words. Legendary advertising man David Ogilvy once changed a headline 104 times:

At 60 mph, the loudest noise in a new Rolls-Royce comes from the electric clock.

Of course, the boss will not give us so much time to change the title frantically, but we must take it seriously. It is not just about talking about it, but we must spend a certain amount of time on it.

Principle 3: Titles Don’t Rely on Inspiration

Imagine Mi Meng , the master of titles, typing late at night.

A lonely figure, staring intently at the computer screen. Suddenly the air is thin, inspiration strikes, and a killer headline is written. This article quickly received a million views, and the sponsor was very satisfied, patting Mi Meng's head with satisfaction.

Is it possible? No.

Mimi Meng said it takes her several hours to decide on a title. The real situation must be that everyone ponders over the title library, refers to articles from other public accounts, and flips through the favorites. Each editorial assistant thinks of a few titles, then throws them into the test group for voting, and finally determines an official one.

A writer cannot wait until he is inspired to write, just as a prostitute cannot wait until she is sexually desire to receive a customer.

A good title is definitely not created by inspiration, but by time, accumulation, process, testing, and even money.

Now let me talk about some theoretical stuff, I promise there will be no mathematical formulas : )

We are bombarded with countless information every day. The capacity of many computer hard drives is 1T (1024G), and the brain can only store about 1G at most. However, the eyes alone receive more than 1TB of data per hour.

It is impossible for the brain to process all this data.

Therefore, our brain has a screening mechanism for what information can enter. Most of the information will be screened out, leaving only a small part that we are interested in.

We will filter out those that:

1. It has nothing to do with us.

2. It cannot harm us, nor can it bring us any benefit.

3. Content that is ubiquitous, homogeneous, and judged to be safe.

Therefore, if a title wants to attract readers and be widely circulated, it must pass these filters. The title is sperm, billions of them are sacrificed before one comes to you.

Remember the 3-second rule for titles mentioned above? Each title only has a survival time of 3 seconds and must pass multiple screenings. The life of the title is a life of death.

But don't panic, there are various tips hidden below that will allow you to speed up and outrun your other brothers and sisters and arrive alive.

There are 7 basic types of titles:

1. Direct speaking

Just state the core of the matter clearly and understandably. No wordplay , metaphors, puns, etc. Most of the titles are of this type.

Ofo confirms that the deposit has increased to 199 yuan, and building a credit system is necessary

The best love is one of equal strength; the best relationship is one of equal value

[Queen's Day 50% off] 14 items, second item half price

Internship Recommendation | Internationally renowned clothing brand, UNIQLO is hiring

…

2. Suspense

Arouse curiosity in the readers through indirect means, leaving the details to be explained in the article.

This is what you want day and night...

O blood type! An angel with broken wings in the previous life! Don’t read this if you don’t have type O blood!

This beautiful driver mistook the accelerator for the brake, and then...

Apple took a hot bath and started to bleed. The secret is...

After the new media editor appeared on If You Are the One, all 24 lights went out...

…

3. Message-based

It provides you with a new piece of information in the title. News headlines belong to this category.

AI can diagnose autism 18 months earlier with 96% accuracy

Tencent participates in the bidding for the parent company of Angry Birds, with the purchase price not less than US$3 billion

Olympic champion Li Xiaopeng made a shampoo, and his title is "Chief Product Officer"

Uber CEO Kalanick takes indefinite leave as scandal-ridden company begins reboot

Today, the wonder of Zhangjiajie rime has been all over the screen!

…

4. How to

How-to style is the most widely used title type and also the easiest to use. As long as you put the word "how" in a title, you can't write a bad title. (“how” does not necessarily have to appear to be the how-form.)

How to exercise to look good in clothes and have a straight body

How to communicate better with parents

A Beginner's Guide to Financial Management: How to Be the Master of Your Money

How to live a wonderful life in a big city

How to get rid of negative emotions

…

5. Questioning

For this type of headline to be effective, it must ask questions that readers will resonate with or want to know the answers to. You must look at what the readers want to know and what they need, rather than thinking about what you want. Never make the mistake of being self-centered.

Why can't I use group buying coupons when I treat my girlfriend to a meal?

Why do men no longer pursue women?

What are the flaws in the Harry Potter series of novels?

Is it difficult for girls to get married after being beaten?

I lent you money, is there anything wrong with that?

…

6. Imperative

Tell the target directly what to do. Make sure there are verbs in the title and the tone should be firm.

Never fall in love with someone who studies medicine!

Don't let multitasking kill your productivity

People should learn from Qiu Yingying

The workplace doesn't believe in tears. If you want to cry, go home and cry.

Stay away from those who keep draining you.

…

7. Reasoning

Tell your readers why they should read this article right away in the title.

14 irrefutable reasons for breaking up, teach you how to perfectly avoid the next Valentine's Day

17 pictures that make you uncomfortable after reading them, and even more uncomfortable if you don’t read them

The top 10 best public account cases of the year, 9 must-have tools for new media experts

What skills should you learn at 20 to avoid being unemployed at 40?

Why do others dislike you? Maybe you are always passive-aggressive

…

There are two basic dimensions of a title, one is the vertical words and the other is the horizontal structure. As shown in the figure below:

You can replace a specific word, for example, a hot item can be changed to: fascinating, wonderful, 100,000+, can increase fans...

You can also change the structure of the sentence and the order of words, such as adding [continue] in the first half of the sentence and [the secret] in the second half, or you can reverse these two sentences: The secret to quickly increase the number of followers of a public account, how to continuously write popular titles.

Let’s take a look at the relevant techniques from these two dimensions.

▌Words

1. Numbers

As shared above, our brain will filter out homogeneous information and, conversely, prioritize identifying different things.

These 8 types of people in your circle of friends are all scammers, and you don’t even know

How to clean winter coats without washing: 5 tips to say goodbye to stubborn stains

How many of these 10 breakthrough technologies that represent the future do you know?

Japan's 8㎡ strange house type has refreshed the definition of capsule room

83 Traditional Tips for Healthy Eating

…

I guess the first thing you see in these titles is the number. This is because the expression of numbers is different from Chinese characters, and the brain will recognize them first.

Therefore, using numbers in the title can help increase the recognition of the title.

English expressions are different from Chinese characters, so they can also be recognized first, but it is not recommended at all. One reason is that many readers do not understand English, and the other reason is that it increases the difficulty of understanding. ( Recognizing is one thing, understanding is another. )

Our goal is to pass the screening quickly, so we must never do anything that increases the brain's recognition cost. This is also the second benefit of numbers: reducing the difficulty of understanding for the brain .

Because numbers are more intuitive than words, they help us process information before our brain does.

After interviewing numerous college students, we compiled the most comprehensive guide to chasing goddesses

After interviewing 3,000 college students, we summarized 7 ways to chase goddesses

After seeing the "7 methods" , readers will have a general expectation of the content, reading time, etc., which increases our sense of control.

But we should also pay attention here that the number cannot be too large. If "7" becomes "700" , the readers will definitely be scared away because the amount of data is obviously out of control.

In addition, the ratio of numbers cannot be too large. If it reaches 5:5 , it will not be recognizable. For example, the following one is no longer very recognizable:

Tiger Bell safety seat + basket for children aged 0-12 & math enlightenment toy book for children aged 0-3 & interesting math, physics and chemistry enlightenment for children aged 3 and above [Group Opening]

2. Keywords

Keywords are the most eye-catching points in a title. Generally speaking, the more keywords there are and the more clicks they will attract.

There are two specific applications: adding keywords and upgrading common words

Add keywords:

Some keywords come with their own traffic , such as celebrities and hot topics. Add it appropriately in the title.

Ten must-read books for programmers

"Ten good books recommended by Ma Huateng and Zhang Xiaolong for programmers"

"I can afford Hermes, but I can't afford love"

"Wang Baoqiang: I can afford Hermès, but I can't afford love"

There is a third option besides work and life

" Strange Talk " didn't tell you that there is a third option besides work and life

…

Compared with these titles, the second one with celebrities and hot topics is definitely more likely to attract clicks .

"Wang Baoqiang: I can afford Hermes, but I can't afford love", this article is written with the wind in my eyes. The article itself actually has little to do with Wang Baoqiang and was written before the Baoqiang incident.

Before pushing the article, Daifeng saw the news about Baoqiang, so he added Baoqiang to the title, and then added a sentence or two about Baoqiang in the first paragraph of the article. As a result, this article was read more than 3 million times across the entire Internet.

Try covering up the three words "Wang Baoqiang" and see if the same effect still exists.

Common word upgrade:

It is to upgrade those ordinary words that are not attractive enough or painful enough, change the ammunition, and make them more lethal.

For example, a person is a teacher at an unknown university, but a Fortune 500 company hired him to give management courses and consult on some issues. Then you can upgrade "teacher at a certain university" to "specially appointed management consultant for a Fortune 500 company."

In short, organize the related tags or words and choose the most attractive one. The pain point is also, choose the most painful word.

Piaohan Yishimao once did a live course broadcast , and the result was very good. The title was: Top 10 Powerful Tricks for Ordinary People to Rise Quickly .

"Ordinary people, fast, rise, top ten, ruthless moves" , every word hurts. Try changing the title to this: 10 ways for people in the workplace to get promoted and get a raise .

Structure

1. Length

The longer the title, the more interest points it conveys; the shorter the title, the lower the communication cost.

The specific length should be considered according to the actual situation. But generally speaking, it should not exceed 32 characters, otherwise it will not be fully displayed in the circle of friends.

In addition, in the conversation list of the subscription account, the title is folded even more, and only the first dozen or so words can be seen, so one of the tricks here is to put the key points in front .

It is necessary to put the most attractive point in the front to ensure that users can see it and it will not be folded away.

2. Double Heading

A double title is an article with two titles separated by a separator. The titles of KnowYourself are basically all of this type, and there are also many New World Views .

You must learn these ways to say "no" | Test: What type of pleaser are you

What do children miss out on when their dad isn't home? ｜Research: What prevents men from becoming real fathers

If the past cannot be repeated, what is the point? ｜Some words about "retaking the college entrance examination"

"I'm still a baby" "I'm just an adult" | Which moment made you suddenly feel that you are no longer young

You lack money, love, and a sense of security, so you don’t lack strength | Don’t be a Manchu in an era of hunger and thirst

…

The characteristic of a double title is that if you take out one of the titles alone, it will be valid, otherwise it is not called a double title.

When talking about words above, it said that you can add keywords, and here you can just add another title. The key to double headlines is that the dimensions of the two headlines are different:

1. Rationality vs. Emotionality

"I don't deserve the best things" | Test: How to improve your self-esteem

2. Individual vs Group

"I hope you live a good life, but not much better than me" | Girls grow up jealous of each other

3. Problem vs Solution

“It turns out that if I can’t do something, no one else can do it either. I can only rely on myself” | How to get out of the period of confusion at work

4. Specific details vs. macro topics

Because love and dreams are too far away, I like things that I can really hold in my hands more and more｜Urban Life Objects and Love Picture Book

The advantage of double titles is that they can attract as many fans as possible. Some fans buy into rational, practical advice , while others buy into emotional appeals. But it's easy to mess up if you don't have fun.

3. Prefix and suffix

Some titles will have a bracket before and after, with some notes in it, which is called a prefix or suffix.

Since it is a note, its main function is to explain and supplement the content of the title. It is mainly supplemented from three aspects.

1. Subject : The main source of the content, such as "recommended by Wang Jianlin , internal speech by Zuckerberg , and prohibited from dissemination by Jack Ma ", etc.

What does the college entrance examination really mean? (Jack Ma and Robin Li said so...)

The 10 best novels of this year (recommended by Mo Yan)

2. Content : highlights of the content, or the files included, such as "in-depth and good article, must-read with useful information, 10,000-word long article, over 10,000 likes on Zhihu, 300G of free information, and photos of Dilraba Dilmurat's pregnancy attached", etc.

Three-day practical course on new media operations (with 350G new media materials)

The three most important abilities in life cannot be learned from reading (the most praised post on Zhihu)

3. Target : The audience of the content, including people, place, time, etc., such as "Must-read for programmers, exclusive for Scorpios, limited to Shenzhen area, limited to 300 people", etc.

The most comprehensive group interview skills (a must-read for college students seeking job hunting )

Do you have the 5 most efficient thinking modes? A must-read for programmers

The third point that needs special attention here is the crowd limitation.

Some people think that if they add crowd restrictions, such as "Shenzhen area" or "must-read for entrepreneurs ", etc., some users will not click, resulting in loss of traffic, so they are not willing to add them.

This involves the third indicator of the title: conversion rate .

We mentioned two key indicators earlier, saying that we should take into account both clicks and shares. Similarly, we must also take into account both clicks and conversions . Clicks without conversions are worthless.

I previously collaborated with a very high-quality public account on an offline course. The class was held in Shenzhen, but this was not stated in the title of their pushed articles. As a result, there were tens of thousands of views, but only one student was converted, and the messages were all asking when to go to other cities.

This is all about clicks, but no consideration for conversions. I believe that if Shenzhen is mentioned in the title, the number of readings may be reduced by more than half, but the conversion rate will at least increase a lot.

Especially for offline activities , be sure to limit the audience in the title.

The target audience is the key . A truly awesome title won’t attract everyone, but it will make a few people feel terrible.

As mentioned above, the title is essentially a promise and a deal. Then the title must also bring value to the other party. There are three specific types of value: practical value, experience value, and communication value.

▌Practical Value

Practical value is the value that meets your daily needs. The most typical one is the how-to title that teaches you how to do various things :

But please note that when we talk about practical value, everything is ultimately for the interests behind it. People don’t really want to read how-to articles; they already have too many things to do every day.

What they really care about is the interests behind it. Understanding the method of reading, the secrets of public speaking, and the tips of communication are ultimately just for the purpose of living a better life.

Therefore, focusing on "better, simpler, happier" is the key to writing a good title.

And if you can double the benefit, you’ll double the power of the headline. The title of Carnegie's book may be the most famous how-to title in human history:

How to win friendships and influence others.

There are two very important benefits in this title: 1. Win friendship 2. Influence others .

In a good how-to title, the two interest points are interrelated, giving people a suggestion: it seems that as long as the first point is achieved, the second point can be achieved automatically. This can greatly enhance the appeal of the title.

▌Experience Value

There are two types of experience value: one is the five senses experience, and the other is the emotional experience.

The five senses are: sight, hearing, smell, taste, and touch. The most important thing is the visual experience, that is, the sense of picture.

(Of course, if you are a food blogger, you need to study how to give others a taste and smell experience in the title.)

1. Sense of picture

For example, the two headlines about wine that I saw recently were both very vivid.

A good grape takes ten years to travel a three-millimeter journey.

Migratory birds began to cross the earth, and wheat seedlings gradually turned into beer.

There are probably three points to writing a title to convey a sense of picture:

①. Use more verbs and fewer adjectives and adverbs

Don’t abuse adjectives and adverbs. Your adjective is not equal to my adjective, and the combination of adjective + noun does not produce any visual effect.

Of all words, verbs are the most vivid and powerful.

②. Use short sentences and fewer long sentences.

Short sentences are like drum beats, controlling the rhythm of the text, while long sentences will make people lose interest, not to mention conjuring up images in their minds.

③. Use more metaphors.

A precise metaphor is like a bridge that instantly takes you to where the author wants to take you. I saw a copywriting title before and I really liked it.

Taking pictures with this camera is like reading a poem

2. Emotional experience

As for the emotional experience, I have collected eleven titles below to see what experience each one can bring you.

①. "When was the last time you had sex with a beautiful girl?"

Emotional experience: sex, attraction.

②. "Only by learning to say "no" to your boss can he truly recognize your value in the workplace"

Emotional experience: confident and decisive.

③. "You who have given your all, please sit still today"

Emotional experience: Indulgence, this is the right I should enjoy.

④. "Why you must marry a Leo girl"

Emotional experience: sense of belonging and exclusivity (for Leo girls).

⑤. “I’ve worked so hard, why doesn’t my boss take me seriously?”

Emotional experience: There is a feeling of wanting to control one's own destiny.

⑥. "Harvard University Internal Class: Zero Foundation in 1 Hour to Make You a Financial Genius (with Course PPT)"

Emotional experience: Feeling like I’m pretty damn smart.

⑦. “After learning about my academic qualifications, my colleagues laughed at me. However, when I started to speak…”

Emotional experience: pride and sense of accomplishment.

⑧. How to take the initiative in any meeting

Emotional experience: feeling respected.

⑨. " Obama's internal speech: China is the safest country in the world. There is no need to worry when walking on the street at 12 o'clock in the evening! 》

Emotional experience: What is 12 o'clock in the middle of the night? But our country is really quite safe.

⑩. "Have you cultivated your child's emotional intelligence well? (Attached with the simplest and most accurate test)"

Emotional experience: I feel like I must be a good parent.

⑪. “Tears running down my cheeks!” An 87-year-old veteran has been searching for the descendants of his fallen comrades for 66 years, just for this life-and-death contract...》

Emotional experience: feeling friendship, trust, connection.

▌Communication Value

The value of communication, in layman's terms, is social attributes. If I only learn one skill in new media, I would choose titles; if I only learn one skill in titles, it must be social media.

What is a social body? Just like the title mentioned at the beginning: How many people end up marrying their high school classmates.

This title will definitely be forwarded by many people, either one-on-one to high school classmates, or directly to a high school classmate group, and then the group will start chatting.

Such titles are titles with social attributes, also called social currency.

There are 5 social currencies in total:

1. Find topics for conversation - provide users with topics to chat with others

2. Express ideas – Help users express their inner thoughts

3. Help others - provide practical value and help to others

4. Image building - helps users show off in their circle of friends

5. Social comparison – making readers feel they have a higher social status

Take a look at some specific headline examples to see why.

1. Find something to talk about

The only Maybach in the world, worth more than 200 million, more expensive than Jack Ma's

The traitor who leaked the secrets of the DF-31 missile to China was shot

Magic secrets: How magicians throw coins away and bring them back

Hebei University is going to be famous nationwide

2. Express your ideas

A letter to Garcia: Only those who complete their tasks with all their strength are good employees

Details determine success or failure: 8 details that employees use to impress their bosses

To the bitch

The more a man loves to do housework, the higher his IQ

3. Help others

Emotional intelligence is king: How to suppress your emotions when dealing with customers

How to go from being a jack of all trades to senior operations manager and then to CEO

People in the workplace, please take a look at these pitfalls and avoid them

4. Create an image

People who like to send such messages in chats have the lowest EQ

Truly smart people rarely make friends

Why have Chinese people lost their ability to slow down?

Phuket Travel Guide

5. Social comparison

A guide to job hopping for people with a monthly salary of 100,000

What behaviors look cool but are actually stupid?

What is it like to chat with someone with limited knowledge?

What basic etiquette are people neglecting?

Here are three classic tips for title writing: 1. Involvement 2. Arousing curiosity 3. Human weakness

▌Sense of immersion

People like everything that has to do with themselves. So one of the techniques for titles is to let readers empathize with the story and make them think it’s related to themselves.

It should be related to his experiences, emotions, what he sees and hears, and his actions. The more realistic you write, the more users can put themselves into the story.

Key points to increase the sense of immersion in titles: look at users at eye level, seek resonance, scene details, and use "you, me", and crowd labels more often.

1. Look at the user head-on

If you want users to put themselves in the situation, the first thing is to talk to them in an equal tone instead of rushing up to educate them. They are naturally wary of anything that seeks to take advantage of the user.

This tone is equal:

How did I survive those desperate days?

How to judge a product manager : the good ones and the bad ones

After reading this, what reason do you have for not getting up?

The truth is sometimes hard to face

This tone is condescending.

You look like a failure if you don't get an offer

Slow growth means you don't understand what diligence is

You've read so many books, but you can't even do this little thing well.

The world is so big, but you only see it in your circle of friends

Why do some people in Northeast China give people a rural feeling?

Please get rid of your low thinking

2. Find resonance

Find points of resonance, which may be the same identity as the reader, the same emotional experience, topics of common concern, etc.

This is the fastest way to increase immersion. It's just like when you are alone in a foreign country and suddenly meet a Chinese person, you would feel very excited.

Point out the resonance point in the title:

"The child is young, can't you be more tolerant?" "No"

If you have something to say, just say it, don't ask "Are you there?"

Those who use high beams are idiots

The skirt is so short, who are you going to wear it for?

You live a glamorous life, but your parents are humiliating themselves

3. Scene details

A senior once described those mediocre novels in one sentence: "Two blurry-faced people are having a conversation in an empty place."

Only by providing enough detailed descriptions can readers truly empathize. After all, imagination also needs a basis.

The person wearing this pair of linen shoes hiked 99 kilometers in Dunhuang, and his feet were still very comfortable

A 24-year-old Taiwanese girl opened an Instagram account for her 94-year-old grandfather. Her hilarious videos made hundreds of millions of fans cry. The account was terminated two days ago because her grandfather passed away...

She was disliked for her small breasts, but she earned 1 billion at the box office. She is still filming action scenes while 5 months pregnant. I admire this Hollywood "first"

4. Use "you and me" more often

If you want the title to resonate and make people feel involved, the easiest and quickest way is to add the words "you and me" into it. Let's take a look at the actual effect:

If you don’t do this job well, will you be able to do the next one well?

You get away from it all and travel, and then what?

Don't just love your parents in your circle of friends

I lent you money, is there anything wrong with that?

I'm a girl, so what?

After adding it, it feels like you are having a conversation with me.

5. Crowd tags

Crowd labels are also a good way to enhance the sense of immersion. Think about what kind of relationship your content has with whom?

Constellation Tags:

What advantages do Scorpio boys have that other zodiac signs don’t have?

Why do you have to marry a Leo girl?

Age tag:

Why are people born between 1989 and 1991 considered the most embarrassing generation?

People born in the 70s cried, people born in the 80s were silent, and people born in the 90s didn't understand

Occupational tags:

Please take care of the public account editors around you, because the harder they work, the less people will read them.

College students, don't be too optimistic and start your own business

There are many crowd tags that can be used: zodiac sign, occupation, school, age, gender, hobbies, etc.

▌Stimulate curiosity

If a title cannot create a "curiosity gap" in the reader's mind within 3 seconds, then it will never have a chance to get on the stage.

Therefore, learning how to stimulate other people's curiosity is a very important ability.

There are three strategies to stimulate curiosity: 1. Familiar things + fresh information 2. Drama 3.

1. Familiar things + fresh information

This is the most basic rule for arousing curiosity. The so-called familiar things + fresh information means that the other party is very familiar with what you are talking about, but the content you are talking about is something he has never heard of.

If you talk about Einstein with an uneducated farmer, he will have no idea and no interest.

But if you turn around and say to him, "Do you know Wang Ermaizi from your village?" "Do you know Widow Li next door?" "It seems they didn't go home yesterday."

The other person's ears probably pricked up immediately.

Those who insist on learning English will never learn well.

Good relationships have a sense of distance

The key to chasing a girl is never to confess

How can new employees gain competitiveness in the workplace and report to their bosses?

2. Dramatization

The core of dramatization is to create contradictions, conflicts and contrasts.

Contradiction is the source of drama. The development of a movie is a process of constant emergence of contradictions, resolution of contradictions, emergence of new contradictions, and then resolution of new contradictions.

This technique is most commonly used in story-type titles, where someone has a variety of contradictory labels, or does something very contrasting in an extremely difficult and dramatic situation.

A 3-year-old girl draws and earns 100,000 yuan for a doodle. Millions of fans praise her as a genius. In fact, she is just an autistic child who is obsessed with cats.

When he was only 10 years old, he was asked by Apple CEO to talk about life. Behind the dominance of Apple's entire big screen and crushing the global 5000 business, you should see these

Because of his child's words, he picked out a perfect location on the largest island among the 404 islands in the East China Sea and built a homestay with a bay view.

3. Delayed gratification

It’s not written there just to whet your appetite. The third strategy to stimulate curiosity is to delay gratification.

What is delayed gratification? It means that after you arouse the other person's curiosity, instead of revealing the answer immediately, you start a topic that doesn't seem directly related.

You have already caught the other person's attention and there is suspense in his mind, but you have not revealed it, so his desire for the answer will increase.

The title arouses curiosity but does not reveal the answer, deliberately omitting some information to force him to click on the article.

I can't help but want to introduce this movie to you, but I'm a little reluctant, it's just...

Those who only show their Moments for three days, they lose...

You must not know these hidden truths...

I wrote this post for half a year, just to tell you this, can you bear not to read it?

▌Human Weakness

Freud once said: "Everything you and I do originates from two motives: the sexual drive and the desire to be great."

In Christianity, our human weaknesses are called the seven deadly sins: greed, laziness, lust, pride, envy, wrath, and gluttony.

Many marketing experts will take advantage of these seven human weaknesses to market, and the battlefield of titles is no exception.

Greed: Desire is greater than ability, the more the better

Get 1000G of data for free for a limited time

Laziness: Dreaming of rewards without effort

Recite this mantra and all the bad causes will be eliminated.

Lust: Female sex, male sex, adult website traffic far surpasses other websites

12 girls teach you in person: Which actions of men can arouse fantasy the most

Arrogance: pursuing status, privilege, rank, superiority and vanity

Why did I quit my annual salary of millions

Jealousy: When you see better than yourself, you will be unbalanced

Two years after graduation, why did he do better than you

Furious: Angry, a keyboard man with a sense of anger

The Chinese were angry when a Japanese hotel put such books in the guest room!

Glutty: uncontrollable, overly relaxed, greedy for pleasure

What magic does fish that people want to eat even if they fight to the death?

1. Before writing the title, ask 3 questions

Who is the target reader

What's special about my article

Which point attracts readers the most

2. Draft a title

First draft a preliminary title and add the most important points of interest. Then consult people around you if you are interested in reading such an article.

3. Key points for refining

After writing the article, extract the key points based on the article. Write it all out on one page.

4. Routine templates

Collect various classic title routines. Write several titles according to each routine. Try to write more.

5. Modify the title

5 directions to modify the title :

Adding points of interest to the title

Add detailed descriptions to become more credible and attractive

Add a strong emotion in the title

The title's position is more extreme

Increase suspense and arouse greater curiosity

6. Test voting

Do two simple tests on the title first and then vote.

What test? It's very simple: understand at first glance & finish reading in one breath. Those who do not meet these two standards will be cut off.

Then leave it to everyone for voting.

7. Review feedback

Selecting the title does not mean it is over. After pushing, you must collect relevant data and accumulate experience.

If the data performs well, organize and summarize the experience, and if the title is not good, reflect and review.

8. Organize the title bank

Good titles are placed in excellent title banks, and bad titles are placed in garbage title banks. Regularly organize and review.

Build your own title bank

Just like the question bank, you must also build your own title bank. Evernote, Youdaoyun, OneNot e, etc. are all fine, I use graphite myself.

When you see a good title, throw it in and study it when you have time. The most important thing is to summarize the title routine in the end. The garbage titles you have verified are placed in the garbage warehouse to avoid getting into the trap in the future.

Share some micro-course title routines I have summarized:

[Routine 1] Learn easy meditation in 1 hour: 5 minutes of meditation is equivalent to 1 hour of sleep!

——Keywords: 1 hour, 10 minutes, 21 days, etc., to meet the users' urgent need to "spend the shortest time and the greatest effect".

[Routine 2] Don’t go to the gym, don’t hire a private training! How to develop a tight body?

——Keywords: No xx, no yy, no zz, solve users' pain points and doubts about a certain topic.

[Routine 3] How to dress up to have temperament? One class will help you find the right dressing style!

——Keywords: How to put the key information first, and the desire to move.

[Routine 4] How to take professional-level photos on ordinary mobile phones?

——Keywords: Ordinary comparison with professionalism, let users have the desire to feel that they can reach the professional level by working hard.

[Routine 5] Introductory course for tea art: 1 hour will help you from drinking tea to understanding tea!

——Keywords: introductory, zero foundation, focusing on introductory courses for the public.

1. Don't make original

I know, I know, don't argue with me for now.

It’s not that you copy it intact, but that you imitate it according to routines. This does not seem to be innovative, but this does not mean that the routine is useless.

Although it is indeed easier to get tired of, the only solution is to collect more routines.

After you have mastered a routine thoroughly, try new title routines to ensure that every attack is effective.

2. Don't follow the crowd

There was a time when Zhihu's title "What is xxx" was very popular. There were very few people using this title at that time, so it was quite interesting to the audience.

It's already a big deal, and if you continue to use this title, there will be no good results.

You must understand which titles readers are no longer interested in, and don’t blindly follow the trend.

3. Don't be clever

Don't be clever and don't play word games.

Compared to clear and straightforward titles, the title of playing a word game is almost always lost.

Not everyone can get your laughs. Whenever you think of a joke, joke, or meme in the title, you will kill your article.

4. Don't ignore readers

Maybe you can write a piece about "prostate cancer" the most awesome and funny article in the world, but if you post it on a beauty number, it would be a disaster.

The first step in writing a title is to consider the audience’s interests and then write the title, not the other way around.

5. Don't ignore your peers

Many times, you can’t succeed by just sticking to your own official account and writing articles. You should also look at your peers, especially those large numbers, who have more readers than you, and the titles are naturally more attentive than you. Learn secretly.

6. Don't ignore the media

The title style of Toutiao is different from WeChat. If you want to get along well on each platform, you must be familiar with the style and routines of each platform.

7. Don't forget your personal style

The highest level of writing a title is to shape your unique tone. Mimeng, Du Shaofei, KY, etc. have successfully created their personal style. When you are imitating, remember not to forget your style and positioning.

If one day someone knows that you wrote a title when you see it, then congratulations, you can teach us how to write a title.

8. Don't put it

You don't know what you really want to say until you say it.

So, write a dozen titles first. Never settle until you point to a title and say it.

9. Don't be afraid of failure

One of the most uncomfortable things about being a new media is that your failure is public. You polished it carefully for a long time, and the team was excited and excited, and then a post was posted, and there was nothing left.

No comments, no collections, no sharing, no comments, only a big and ugly title on the article, announcing to colleagues that I fucked up again.

It's so embarrassing, ask me what to do. Of course I chose to forgive her.

10. Don't expose your underwear

The title arouses readers' curiosity, don't tell them all the answers. After satisfying the questions, he would not look at them again.

11. Don't ask for too much

Everyone knows that the title is important, including this article, but remember, don’t have too much hope. The title is not the whole thing, it is just the beginning of an article.

Final words

The article talks about a lot of skills, but if you don’t take action, I can’t do it either.

When you understand the mystery of the title in your mind and have memorized more than 500 good titles, you can write them into a chapter at any time.

Finally, let’s share a quickest way to improve the “title sense” .

Develop a small habit: When you read articles every day, ask yourself why you need to click on them? Write it down.

Collect 3 good titles every day, and there are 90 titles in a month. This is the fastest shortcut.

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The author of this article @六文版 & Captain Toto was compiled and published by (Qinggua Media). Please indicate the author's information and source when reprinting! Site Map