Super practical │ A general title formula that a copywriter must master.

Write half the article. A good copy is inseparable from a good title, just like a person's face. If you are handsome or beautiful, you will definitely get more attention. So how can we write a topic that arouses users' interest in clicking and reading? Is there a formula that can be applied? Let me summarize several kinds for you.

The first one: refine what users want in the title.

Formula who+how to do+what benefits can I get?

People read your article because it is valuable and something valuable. Be clear about the benefits you can get after reading this article, so that users can easily judge whether this article is useful to them and go in to see if it is important.

Example 1: "fellow villagers, joining the red army, can divide the land", who? Hometown. How come? Join the Red Army. What benefits? Divide the land.

In other words, "Join the Red Army for the cause of * * *!" Wait, does the person of hometown know what is the cause of * *?

Ex. 2: Who is "Aborting today and going to work tomorrow"? A woman who has an abortion. How come? Have an abortion. What benefits? Go to work tomorrow. Hit the results that the target users want, and go to work tomorrow! Abortion is a kind of heart disease. Afraid of delay, afraid of being discovered by everyone, afraid of delaying work. What is the desired result? I want to go to work tomorrow.

People read your article because it is valuable and something valuable. Be clear about the benefits you can get after reading this article, so that users can easily judge whether this article is useful to them and go in to see if it is important.

In other words, the target users care about the results of "the highest abortion technology, xx Hospital"! I will go to work tomorrow, and it is the result they want to solve the disgusting thing of abortion as soon as possible. I want to choose the abortion mode that I can go to work tomorrow, and the next step is to see if it is safe.

The second type: use data to give people an intuitive concept.

Who is the formula addressed to+numerical comparison+the result that has happened.

Don't read the whole chicken soup article, and don't say those empty things. Everyone has read this kind of article for a long time and produced antibodies. 1 Yes 1, 2 is 2. Arabic numerals are a good thing, which makes people have a quantification and concept of one thing in an instant. You say that you have a generous salary and benefits, then say monthly salary 15000 yuan. You said that your career has made a qualitative leap, not a monthly salary of 2,000 to an annual salary of 250,000. You said you changed from a fat woman to a slim woman, not from 130 kg to 80 kg. Everyone has their own "data" in their hearts. You only need to say the number in the title, and users will immediately compare this data with their own data, thus immediately judging whether this article is worth reading.

Dig, I'm a copywriter with an income of 3000. I really want to see what the hell it is to earn 3w.

Write another title: "What's the difference between a good copy and a bad copy?" Okay, another fucking theoretical article. I'm a copywriter, so what? Fuck, automatically block this article.

Example 2: Write an article about career development.

Title 1: Planning Xiaobai, 2 years, with a monthly salary of 2,000 to an annual salary of 500,000. Who is it addressed to? What are the numbers? 2 years, with a monthly salary of 2,000 yuan and an annual salary of 500,000 yuan. Every number can be compared with yourself. I want to see how people like me do it.

Write another title: "I changed from a diaosi to a master planner", what the fuck! Your title is endless, isn't it? What is diaosi and master plan? Strangers have no idea. Not only do I not click, but I also block people who share this article.

The third type: scene title.

Formula: for whom+target user pain points

What are everyone's high-frequency life scenes, such as: crowding the bus, watching the ball game, quarreling with my mother, what to eat today, peeking at beautiful women ... subdivided into people of different occupations, a planner, trying to do PPT and Demo every day; A bank teller struggles to do business every day. Therefore, the more the author understands the real scene of the user's life, the easier it is for the title to hit the user, so the click rate of the article is naturally much better.

Example 1

Give a chestnut with the title of an article aimed at the vertical crowd: "In those years, bank tellers who were abused by customers". Almost all the tellers around me have turned around. "Abuse" is a crazy scene they encounter every day at work, so they have a special sense of identity. Each of them has several jokes about being abused. Outsiders say that banks are good, but they are abused every day .. This copy is for them. Of course, different people have different scenes of abuse, such as "Did your mother force you to get married", "Copywriting that was planned to be abused in those years" and so on.

To put it another way: "A day's work and life of a bank teller", so what? No scene, no sense of bringing in, no forwarding and sharing without hitting the heart of the target reader!

The fourth kind: symbolic appellation.

Formula: What is it+symbol?

Some words can naturally make you feel trust and affection. Landmarks, celebrities and everyday common things can make people feel deja vu. Incorporating these elements into the title will not only make the reader feel good, but also make it easier for him to blurt it out when he helps you spread it.

Example 1

The slogan of Gu 'an New Town: "Gu 'an New Town, 50 miles south of Tiananmen Square", wow, it feels like it is next to Tiananmen Square, which is terrible.

Let's put it another way:

"Gu 'an New City, 20 miles south of the South Third Ring Road", digging a trench, what is this hinterland? Do you feel anything?

Example 2

News Atlas: Japanese female sports anchor became popular, and was praised by the mixed version of Fan Bingbing and Yang Mi.

Symbol double insurance, Fan Bingbing, Yang Mi mixed version, I'd like to see what the mixed version of Fan Bingbing and Yang Mi looks like.

Try to remove the symbol:

"News Atlas: Japanese Sports Female Anchor Becomes Popular" has nothing to do with me. If I feel uncomfortable at leisure, I may go and have a look. If you mentioned Fan Bingbing and Yang Mi, I might have read them all at once.

Well, after all this talk, do you know how to write the title?