Seven techniques for choosing titles, 24 case studies

1. The first-person perspective is what I see, which usually gives people a real and intimate feeling.

I usually write about my own experiences or things I have seen or heard with my own eyes or ears.

The title usually contains the word "I".

for example:

• My first childhood shadow was my mother (Mimeng)
• I had laser surgery for myopia (The Young Master Yan in Splendid Clothes Walking at Night)
• I used to be a technical guy and I also got shares (Ghost Foot Seven)

The titles of this perspective have a strong personal style, and the content they push usually tells their own stories, but this story may also happen to you, which is enlightening.

2. Second-person perspective

That is what I see, but it is written for you.

The second-person narrative style makes people feel more direct, natural and intimate.

The word "you" is usually in the title, but the content of the article is narrated from a third-person perspective.

for example:

• There are many people who bully me, who do you think you are? (Mimeng)
• Every piece of clothing you wear betrays you (Ten O'Clock Reading)
• Someone secretly loves you (Visual Journal)

The title of this perspective does not have a strong personal style. The title usually has a certain point of view and is enlightening.

3. Third-person perspective

The God's perspective is without any emotion or subjective consciousness, and is a pure outsider spectator.

Titles usually do not contain "you" and "I".

for example:

• Just now, the domestically-made aircraft carrier was successfully launched! (People's Daily)
• A 2-year-old girl vomited blood in the middle of the night. The truth is hard to accept! (Parenting Guide)
• 12 travel secrets that 99% of people don't know (travel around the world)

This kind of title has almost no personal style, no sharp opinions, and even no values. It only provides information.

After understanding these three perspectives, think about how to title your own article and imitate large titles, you will gain a lot.

Many editors would say that the title contains something valuable. Users will definitely click on it because it is helpful to them.

But for different users, this value is completely different. It could be news, it could be knowledge, or more likely it could be chicken soup.

So we need to think about what is valuable to users?

In fact, many of people’s thoughts and impulses, such as “a user wants to click on a title when seeing it,” are related to the activation of specific nerve cells, such as monoamine neurotransmitters.

4. Stimulate dopamine

It has a direct impact on our motivation, and dopamine is secreted in the brain when we experience something new, exciting or challenging.

Berridge once proposed that reward stimulation in animals or humans will lead to three results: pleasure, motivation and learning.

If some reward is provided in the article title, the user's dopamine release will increase, and the user is likely to click on the title.

for example:

• What kind of person wouldn't cheat? (Visual Journal)
• Slim-fit skirt suit 58 yuan limited time grab (JD.com)
• Zhang Xiaoxian: The secret to keeping love fresh (Ten Points Reading)

So you can probably understand why titles that offer useful information or gifts always attract users. This method is also suitable for event planning, e-commerce projects, etc.

5. Adrenaline

Adrenaline can stimulate organs such as the heart and blood vessels, increase excitement, and accelerate metabolism. It will be secreted in large quantities when encountering danger.

If you provide some stimulating keywords in the article title, the user's adrenaline will increase and the user is likely to click on the title.

for example:

• thrilling! A two-year-old child fell into a deep well. Parents are requested to keep an eye on their children (Urban Report)
• Jay Chou’s concert made a policeman tell him to “get out”! (Hubei Economic TV)
• TikTok must die. (Viking Lady)

Anger can excite the cerebral cortex and hypothalamus, increasing the secretion of adrenaline.

6. Stimulates serotonin

People's negative emotions are related to the uneven distribution of serotonin. Usually when you are depressed, it can make you happy and feel euphoric.

If some keywords that can make people happy from depression are provided in the title of the article, which are usually positive values, the user's serotonin will increase and the user is likely to click on the title.

for example:

• There are many people who bully me, who do you think you are? (Mimeng)
• I would like to spend the rest of my life with you in a small town like this (travel around the world)
• Marry a man who adds value to yourself (Ten Points Reading)

7. Delivering universal values

If you want your content to be seen by most people, it must meet the needs of most people.

This demand can be replaced by universal values. The titles of most chicken soup accounts are more or less related to universal values.

When a title contains certain universal values, it means that it is easy for most people to understand. Similarly, once your title opposes universal values, it will easily refresh these people's cognition.

Recognized universal values ​​include:

Democracy, freedom, fraternity, human rights, fairness, equality, justice, reform, opening up, development, common prosperity, peace, harmony, compassion, and tolerance.

Titles can create two kinds of contrast:

• The meaning expressed in the title has universal value
• The title expresses opposition to universal values

For example, a title with universal value:

• Rich people don't eat with poor people
• Girls should get married and have children early
• Being a good person is more important than making money

For example, a title against universal values:

• Rich people should eat with poor people
• Girls should get married and have children later
• Making money is more important than being a human being

Author: Operation Publicity Xiao Leilei

Source: Operation Gongju Xiaoleilei (gongjulei)