Not too few. The remaining 10% title is not common and rarely used by others. You can start your own title after reading this article.
This article is compiled from robert bly's classic book A Complete Handbook of Copywriting.
Among thousands of copywriting, if our copywriting wants to stand out and get people's attention, we need an attractive title first.
Now people passively receive too much information. If the notices sent by the software on the mobile phone, articles on official WeChat account, Zhihu Weibo and other hot search titles are not eye-catching, then we will move to the next one at most.
The title is people's first impression of the copy, and it is the existence as a facade.
1. What kind of title is attractive?
Only when the title promises to meet the needs of readers, such as providing useful information or new information, can people's desire to continue reading be aroused.
For example, 1 month how to lose 30 kg? Then the girl who wants to lose weight will click in and watch.
Second, what are the four functions of the title?
First, attract people's attention. It has been explained above.
Second, screen the target users. Your product can't satisfy everyone. You must find people who are interested in your products and willing to spend money.
For example: 1 week how to practice vest line? Then people who want to get quick results in fitness will have the motivation to read the whole article.
Third, convey complete information. Most people only read the title, not the content. It is best to present the meaning of the whole article in the title.
For example, stick to these three things and get rid of insomnia for 30 days.
Fourth, guide readers to read the full text of the copy. All the detailed information is in the text, and after reading it, you can enter the promotion or sales step.
For example: cold hands and feet is not a small problem, teach you five steps to warm up.
3. What are the eight basic questions?
Before introducing, I still want to remind everyone that it is better to practice more than to learn more. If you don't use them, you can't really master more skills. It's normal that you can't write it at first, but you can imitate those excellent titles written by others first. After a lot of practice, we are sure to write a good title.
So where can I find a good title? The official WeChat account is simply a title library, and some have written thousands of 10w++ titles, which is enough for you.
Then get down to business.
First, the blunt title. Direct promotion of commodity activities.
Generally used for discounts in supermarkets and shopping malls, or shop activities of shopping software such as Taobao.
Second, the suggestive title. Deliberately reminds you of other aspects that make you curious.
For example, at 2 o'clock in the morning, his wife clamored to go out, and he cried and said, I am your lover.
Imitation: At 5 o'clock in the morning, my brother forced his way into the room. She cried and said, I am your sister.
This kind of address is rarely used.
Third, the new title. Provide new information about the product.
For example: running to lose weight is too boring? 1 a happy way to lose weight, you can easily lose weight at home.
Imitation: Reading and reviewing is too annoying? 1 review the method easily, and you will remember it after reading it once.
This type of address is also used less.
Fourth, the "how" title. This is equivalent to a commitment to provide useful information and suggestions, as well as solutions to problems.
For example, don't let ineffective efforts ruin you: how to upgrade from a busy person to an efficient person?
Imitation: Don't let organizational skills slow down: How to upgrade from a sloppy person to a neat person?
For example: how to maintain a regular life and a positive state?
Imitation: How to keep slim and skin condition?
Fifth, the title of the question. Let readers have a buzz around their own interests, what they need and what they want to know.
For example, is breast pain an early warning of breast cancer?
Imitation: Crazy hair loss is a sign of baldness?
Sixth, imperative titles. Tell consumers directly what to do, and the first word should be a verb.
For example: buy him! Buy him! Buy him!
Imitation: Choose him! Pick him! Pick him!
For example, be sure to remember this medicine, there is a risk of deafness! Children should use it with caution!
Imitation: be sure to stay away from such people, there are stupid risks!
Another example: don't explain yourself to people at different levels.
Imitation: Don't trust people who always complain.
Seventh, collective appellation. For example, a few steps make you xx, and several ways make you xx.
For example: 10 Communication skills that make you comfortable.
Imitation: 5 baby-carrying skills to relax you.
For example, the 12 interpersonal communication rule that women lack most is very important, but few people understand it.
Imitation: 7 rules that newcomers in the workplace should know most.
Eighth, the title of witness. Customers witness with their own eyes that goods can meet their own needs, making your copy more credible.
For example, real people have measured how to cover the quilt in winter.
Imitation: real experience, how to read a book to effectively absorb.
If you know the above eight basic headline models, you can try the following more detailed models. Of course, we should also find excellent opening credits to imitate.
Four, 38 examples of common titles, so that you can write titles without worry.
1. Ask questions in the topic
For example: Does appearance really affect a person's fate?
Imitation: Does height really affect a person's love?
2. Combined with current events (hot spots)
For example, Netease employees were laid off after being terminally ill: there are always people who can work for you, but no one can live for you.
Imitation: Chongqing art examinee was smashed: there is a kind of helpless forgiveness in this world, called forget it.
Create a new term
For example, a woman's "sleeping quotient" is more important than emotional intelligence 1000 times.
Imitation: children's "diligence" is more important than IQ 10000 times.
4. Release new news, using words such as "new release", "introduction" or "announcement".
For example, the China Football Association announced the host cities of the World Club Cup and the Asian Cup, and these places are all on the list!
It is usually the title of a news story.
Give advice to readers and tell them what action they should take.
For example, if you have a daughter, you must teach her to fall in love.
Imitation: If you have a son, you must teach him to protect himself.
Using numbers and data
For example, this part of the face determines 80% of a person's health and face value.
Imitation: this person in the family determines 80% of a person's personality and appearance.
7. Commitment to provide useful information for readers.
For example, if you do this half an hour before going to bed, women can be thin and beautiful.
Imitation: if you do it well half a day before the exam, your score will be high and effortless.
8. Emphasize the services you can provide.
For example, being a cheeky person is as simple as that.
Revision: To be a thick-skinned person, you only need these four steps.
9. Tell a story and describe a process.
? Advertising recommendation of various novels.
10. Make suggestions
For example, the more you yell at your child, the worse your grades are! This is more useful than yelling at you for a thousand words!
Imitation: The more you save, the less money you have in your wallet! By doing this, you will earn more than you have saved for a lifetime!
1 1. Explain the benefits
For example: the king of vitamin C in vegetables! It will make you happier.
Imitation: the king of sand sculpture in the cat! Raising it will make you happier.
12.
For example: red and white pitaya, which laxative to eat?
Imitation: Zhang Yu, Tang Jiafeng, which one do you choose for the sprint before the exam?
13. Use words that can remind readers of pictures.
? For example, give a single grandfather an inflatable doll.
? Imitation: Give your daughter in kindergarten a pair of high heels.
14. Reference witness
? Generally appear in the text.
15. Provide special reports, catalogues or brochures free of charge.
Personal use reports produced by major apps for you.
16. Directly point out the service content.
? Used very little.
17. Arouse readers' curiosity
? For example, every time you gain weight, this cancer gets closer to you.
? Imitation: Stay up late every night, and you will get this terminal illness faster.
18. Promise to keep secrets.
For example, no matter how good the relationship is, don't reveal your three secrets.
Imitation: No matter how high your IQ is, don't expose these three behaviors.
19. Specific description
For example, before your body collapses, you will be given four signals.
Imitation: Before breaking up, you will receive three signals.
20. Lock specific types of readers.
For example, for women, making money is an ability and spending money is a skill.
? Imitation: to your wife: loving you is instinct, and raising you is responsibility.
2 1. Add Time Element
For example, even if you have difficulties before the age of 6, you should help your child develop this habit and benefit from it for life.
Imitation: Even if you are busy before the age of 20, you should learn this skill and be happy all your life.
22. Emphasize saving money, discount or value.
? Generally, it is the notification title of shopping software.
23. Give readers good news
For example, developing this concept of time is better than all ascetic efforts.
Imitation: Mastering this method is better than all cramming learning.
24. Provide other alternatives to competitors' products and services.
For example: Shrimp Skin and Bone Soup does not supplement calcium! The list of real calcium supplements was quickly collected.
Imitation: red dates and tomatoes don't enrich blood! Real blood-enriching food collection. Put it away quickly.
25. challenge
Used very little.
26. Emphasize security.
For example: how to give early education to babies aged 0 ~ 3? This method is much better than the pre-school class.
Imitation: How does the senior three party fight back? This skill is much better than going to cram school.
27. List prices
? Usually on shopping software, or in the copy of issuing coupons.
28. Make seemingly contradictory statements
For example, learn not to be angry first, and then learn to make people angry.
Imitation: first learn to see through lies, and then learn to cheat.
29. Provide readers with exclusive benefits that cannot be obtained elsewhere.
? Usually on shopping software, or in the copy of issuing coupons.
30. Point out readers' concerns.
For example, the real poor people are convinced in their bones that "it is difficult to give birth to a child in a cold door."
Imitation: The real letting nature take its course is to face it calmly after your own struggle.
Imitation: What is really good for you is that the whole body and mind are thinking and acting for you.
3 1. You might as well use the sentence pattern "It sounds unbelievable ..."
The tuba is basically unnecessary.
32. Draw a pie
? Used very little.
33. Emphasize the return on investment of commodities.
? It usually appears in soft texts.
Write the title with "Why", "Reason" and "Reason".
For example, why do non-smokers get lung cancer?
Imitation: Why do people who don't stay up late lose their hair?
35. Answer important questions about goods or services
? It usually appears in soft texts.
36. Emphasize buy and send.
? In major shopping malls, supermarkets, shopping software.
37. Help readers achieve their goals
A learning software: insist on studying every day, and the tuition fee will be refunded in full.
38. Make seemingly contradictory statements or promises.
? So repeatedly.
In fact, there are far more than the above 38 examples. Some of the above examples are outdated or rarely used. When you come across another excellent title, how do you collect it? What principles should the title follow? When the following four principles appear, a title is a good title.
Five, copy writing "4U principle":
Urgency, uniqueness, superspecific and usefulness.
1. sense of urgency: people are nervous about taking immediate action, and generally add time elements, such as limited-time promotions.
2. Uniqueness: providing new information or describing old things from a unique perspective.
3. Be clear and specific: tell the reader what to say in the full text, not vague, and explain it in detail in the text, so as to attract the reader's attention.
4. Usefulness: Providing practical benefits.
The above four principles don't need to occupy all the headlines, but when you write or collect, you should occupy at least three. After reading this, you can also go back and see if the example I provided contains at least three principles.
Remember not to be a title party, the title should be consistent with the full text, wasting other people's time to read irrelevant content you wrote is like attracting people into a restaurant, but the result is as disgusting as eating shit.
Sixth, how should the topic be written to be practical?
First of all, you have to find out who your customers are, what features your products have and what features your products will attract customers.
Secondly, according to the selling point of the product and the principle of "4U", write the title of the article that attracts people to continue reading. You can list a series of product-related words first, then refer to the previous title template and examples, or you can write them in your own way.
In fact, a title says so many methods and skills that readers are willing to continue reading. This is a good title.
Finally, no matter how many skills you learn to write a title, you should start writing. If you can't write, you should imitate it. Practice is greater than learning, and accumulation is greater than skills. Not now, and not in a year. In any case, you must firmly believe that as long as you master the method, practicing frequently is your trump card for progress.