How to write the title of the copy to attract people?

David ogilvy mentioned in Confessions of an Advertiser that four times as many people read the headlines as the text. In other words, the value of a headline is 80% of the entire advertising budget. Visible, the importance of the title. The title is so important, so how to write it to make it more attractive? You can refer to the following methods:

First: related to "I"

In the era of huge information flow, people always pay attention to the information related to themselves. For example, if you are a teacher, you will pay attention to the information related to teachers, such as "How to be an excellent teacher" and "The welfare of teachers has improved again this year". What is related to me is mainly related to my interests, such as teacher welfare; Related to my label, such as the label "teacher"; This concerns my life. For example, the SK_II advertisement "She finally went to the blind date corner", which once screened the circle of friends of older unmarried young women, is related to my life.

Second: manufacturing comparison

Contrast, as the name implies, is to compare two corresponding things, such as cold and hot, bright and dark, dynamic and static, or a contrast between unexpected situations and daily situations. Manufacturing contrast, the application in copywriting is mainly the comparison of before and after, such as: comparison chart before and after plastic surgery; When there is no solution, you should compare it with when there is a solution, for example, the copy of the walking machine "Mom no longer has to worry about my study"; The comparison between you and your competitors, such as: Lao Luo's English training copy "Choose us, the effect will be stronger"!

Third: satisfy curiosity

Curiosity means that you are eager to know the unknown. For example, if someone keeps looking up at the sky on the road, will you be curious? What is he looking at? So you also looked at the sky curiously. In the title writing of copywriting, it is a good way to attract people and satisfy curiosity. For example, Jobs learned these things when he was 20 years old. After reading such a title, you will be curious. What did 20-year-old Jobs learn? So I clicked in to see it.

Fourth: Start the emotion

Carnegie said: When you deal with people, please remember that you are not only dealing with a logical species, but also dealing with a group of emotional life. Therefore, when writing the title of a copy, we should start with consumers' emotions and achieve the purpose of attracting attention through emotional and emotional stimulation.

Paul ekman, an American psychologist, proposed that the four emotions of human beings are joy, anger, sadness and fear.

Happiness is joy and pleasure. Usually used in inspirational headlines, such as: tossing and turning for ten years, finally overcoming the disease.

Anger is anger. For example, some people use the opportunity of Nanjing Massacre Memorial Day to market, which will arouse the anger of the masses!

Sadness is a sad emotion. For example, the news of the death of a great man will make people feel sad!

Fear is an emotion of fear. Often referred to as "fear marketing", such as selling stereotyped pillows, is to use fear marketing to say that pillows are useless and ruin children's lives!

Such a title will make people feel scared and scared! The above is the most commonly used way of this title. When using it again, choose the method that suits you mainly according to your own brand tonality! It is worth noting that fear marketing should be used with caution!

Ye Xiaoyu copywriting, author of "New Media Copywriting and Communication", WeChat official account: Ye Xiaoyu Run Run (talkto520).