What are the basic elements of a good title in the operation of new media?

The basic elements of the title have two basic dimensions, one is the vertical text, and the other is the horizontal structure. As shown in the figure below:

You can replace a specific word, for example, the explosion can be changed to: charming, wonderful, 10W+, and you can add powder.

You can also change the sentence structure and word order. For example, you can add a secret of persistence in the first half of the sentence and a secret of persistence in the second half. You can also say these two words in reverse: the secret of the rapid increase of WeChat official account, and how to write the explosion title continuously.

Let's take a look at the related skills from these two dimensions.

_ words

1. Numbers

As shared above, our brains will filter out those homogeneous information and then identify different things first.

These eight people in the circle of friends are liars, you don't know.

Winter coat wash-free cleaning method, 5 strokes to bid farewell to stubborn stains

This 10 represents a breakthrough technology in the future. How many do you know?

Japan 8_ Exotic Apartment has refreshed the definition of capsule room.

83 Traditional Suggestions for Healthy Eating

I guess the first thing you see in these headlines must be the numbers. This is because numbers are expressed differently from Chinese characters, and the brain will recognize them first.

Therefore, the use of numbers in the topic can help the topic increase its recognition.

English expressions are different from Chinese characters. You can identify them first, but it is not recommended at all. One is because many readers don't understand English, and the other is because it increases the difficulty of understanding. Understanding discovery is one thing, and understanding is another. )

Our goal is to pass the screening quickly, so we must not do anything that increases the cost of brain recognition, which is also the second advantage of numbers: reducing the difficulty of brain understanding.

Because numbers are more intuitive than words, they have helped us to process information before the brain processes it.

Interviewed countless college students, we compiled the most comprehensive strategy of chasing the goddess.

Interviewing 3000 college students, we summarized seven ways to chase the goddess.

Seeing the "seven methods", readers have a general expectation of content and reading time, which increases our sense of control.

But it should also be noted that the quantity should not be too large. If "seven articles" become "seven hundred articles", readers will be scared away because this data volume is obviously out of control.

In addition, the proportion of numbers should not be too much. If it reaches 5:5, there is no recognition. For example, the following one is not very recognizable:

0- 12 years old can use Huber safety seat+basket &; 0-3 years old mathematics enlightenment toy book &; More than 3 years old, fun, mathematical, physical and chemical enlightenment youth group.

2. Keywords

Keyword is the most eye-catching point of a title. Generally speaking, the more keywords there are, the more malicious they are, and the more they can attract clicks.

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

Add keywords:

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

Ten good books that programmers must read.

Ten good books recommended by Ma and Zhang Xiaolong to programmers.

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

Wang: I can afford Hermes, but I can't afford love.

Besides work and life, there is a third choice.

"Seven Ba Shuo" didn't tell you that there is a third choice besides work and life.

Compared with these titles, the second one with celebrities and hot topics is definitely more attractive.

Wang: I can afford Hermes, but I can't afford love. I wrote this article. In fact, the article itself has little to do with Wang. It was written before the Bao Qiang incident.

Before pushing, Dai Feng saw the news of Bao Qiang, so he added Bao Qiang to the title, and then added a sentence or two about Bao Qiang in the first paragraph of the article. As a result, this article was finally read by more than 3 million people on the whole network.

Try to cover up the word "Wang" and see if it still has this effect.

Ordinary word upgrade:

It is to upgrade those common words that are not attractive enough and not painful enough, and change ammunition to become more lethal.

For example, a person is a teacher in an unknown university, but a top 500 company hired him to take a management class and ask some questions. Then you can upgrade "a university teacher" to "a top 500 management consultant".

In short, it is to sort out the relevant labels or words and choose the most attractive one. The pain point is also, choose the most painful word.

Before, a fierce cat made a live broadcast of the course, and the effect was very good. The topic is: ten vicious moves of ordinary people's rapid rise.

"Ordinary people, quick, rising, top ten, vicious move", every word hurts people. Try this title again: 10 ways for people in the workplace to get promoted and get a raise.

_ structure

1. Length

The longer the title, the more benefits it conveys, the shorter the title and the lower the communication cost.

The specific length should be considered according to the actual situation. But generally speaking, it can't exceed 32 words, otherwise it can't be fully displayed in the circle of friends.

In addition, in the conversation list of subscription number, the title is folded badly, and only the first ten words can be seen, so one of the skills here is: to put forward the main points.

Put the most attractive points in front to ensure that users can see them and will not be folded.

2. Double title

A double title is an article, two titles, and then separated by a separator. The title of KnowYourself is basically this type, and there are many new stages.

You must learn these ways to say "no".

What did the father who was not at home let the children miss? | Research: What hinders men from truly becoming "fathers"

The past cannot be repeated, so what's the point? | Some words about "restarting the college entrance examination"

"I'm still a baby" and "I'm just an adult" | What moment suddenly makes you feel that you are no longer young?

You are short of money, love and security, so you are not short of strength | Don't be a Manchu in an age of hunger and thirst.

The characteristic of double title is that you can hold a title alone, otherwise it is not called double title.

Where the words are mentioned above, it is said that keywords can be added, and here is another title directly. The key to double titles is that the dimensions of the two titles are different:

1. Reason vs perception

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

2. Individuals to groups

"I hope you have a good life, but not much better than me" | Girls are jealous of each other.

3. Put forward problems and solutions

"I can't, others didn't also the way. You can only rely on yourself "| How to get out of the work confusion period?

4. Specific details vs macro topic selection

Because love and dreams are too far away, I like things that I can really hold in my hand more and more.

The advantage of double title is that you can circle as many fans as possible. Some fans eat rational dry goods, and some eat emotional cards. But it was fun. It's not funny.

3. Prefixes and suffixes

There are brackets around some titles, and some contents will be indicated in them. This is called prefix and suffix.

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

1. theme: the theme source of the content, such as "Wang Jianlin's recommendation, Zuckerberg's internal speech, and Ma Yun's prohibition of communication".

What does the college entrance examination mean? (Both Ma Yun and Li Yanhong said so)

The best 10 novel this year (recommended by Mo Yan)

2. Content: Highlights of the content, or included documents, such as "good articles with depth, dry goods must be read, ten thousand words long, praise from Zhihu, 300G information, pregnancy photos of Dilraba".

Three-day practical course on new media operation (350g of new media materials)

The three most important abilities in life can't be learned by reading (Zhihu is the best).

3. Target: the audience of the content, including people, place, time, etc. For example, "programmers must watch, Scorpio is exclusive, limited to Shenzhen, 300 people are closed" and so on.

The most comprehensive group skills (college students must look at job hunting)

Do you have five most effective modes of thinking? Programmers must watch it.

In particular, we need to pay attention to the third point, crowd restrictions.

Some people think that adding crowd restrictions, such as "Shenzhen area" or "required reading for entrepreneurs", will make some users stop clicking and lose traffic, so they are reluctant to add.

This involves the third index of the topic: conversion rate.

We mentioned two key indicators earlier, saying that we should give attention to both click and share. Similarly, click and conversion should be taken into account, and click without conversion is worthless.

Before, I had a very high-quality class on the official WeChat account cooperation line in Shenzhen, but the title of their tweet was not indicated. As a result, tens of thousands of students study, but only 1 students are transformed. These messages all ask when to go to other cities.

This is just a click, without considering the conversion. I believe that if Shenzhen is marked in the title, the reading volume 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 crowd in the title.

The target audience is the key. A really awesome headline won't attract everyone, but it will make a few people feel terrible.