So how can we attract readers' attention? Of course there is a good title! ! ! Give you some dry goods today.
1. Put the "pain point information" that users are most concerned about on the title.
Any article has certain information value. Therefore, a good article will convey a lot of valuable information, and the editor's duty is to refine the main points, and then select the pain points that users are most concerned about to present in the title.
2. Cut into the most common scenes in readers' work and life.
Theoretically, the closer the article content is to the user's life, the easier it is to be clicked. Therefore, a qualified editor needs to have a good understanding of high-frequency scenes in users' lives.
For example, the common scenes in our college friends' life are: taking a taxi, crowding the bus, peeking at beautiful women, having difficulty communicating with the boss or even complaining about the boss (of course, I never complain, and I have always had great reverence for He Chuan), renting a house, forcing marriage, sleeping late, working overtime and so on.
When your title accurately cuts into these common scenes, the chances of being clicked are much greater.
3. Find the key contradiction and lead to deep thinking.
The original title of an article is "Taxi Software and the Fate of Taxi Drivers". But as far as the topic is concerned, it is difficult for us to see what it wants to elaborate, vague and grand.
Because this was written by a former Ali executive, I clicked on it. But if this article was written by a guy named lucky, I might glance at the title and not know what to say, so I'm not interested at all.
However, after reading the article carefully, I found it quite informative. I still sorted out the key information: former Ali executives, taxi software, and the last victim (because the victims are divided into short-term and long-term, the two may be completely different)
I decided to replace the ghost feet with the labels of former Ali executives. There are two reasons:
1) The label of Ali's former executives is authoritative, and people will click if they believe it.
2) Ghost Feet Many users are not clear, and sometimes it is counterproductive (acquaintances are light, this is a trick).
The reason why "sensational" adds a "victim" is because people are naturally sensitive to such words and emotions and will notice this title at the first time.
There are many similar words, such as death, sex, private life, weakness, failure, ending, bottom and so on.
So, we decided to let these key elements conflict in the title:
Former Ali executives declassified: taxi software fights, and the ultimate victim is the taxi driver ... (2 days, read 4000+)
For taxi software, the victim turned out to be a taxi driver? Aren't they the biggest beneficiaries of burning money? Why? The more incredible the reader feels, the more likely he is to open it.
This involves another title skill: leaking thighs.
4, bare thighs, do not wear underwear
Why is this?
It's very simple, because you know the key information, don't click in to see it! Oh, no, we'll tell you the result directly. You have no desire to learn.
Take an article recently published in Insert College as an example. The original title is "Wang Xing: The Internet will fundamentally change all industries, but not necessarily at the bottom".
To tell the truth, if Wang Xing didn't tell me, I wouldn't even click in to see it (in fact, even if Wang Xing did, I hesitated for a long time to see it)
On second thought, we changed the title to:
Wang Xing: I've been reading 1 recently, thinking about three questions ... (1 day, reading 1000+)
This will better cut into the reading point and be closer to the life scene. Some friends may also want to know, what does Wang Xing really want? It will be easy to open it.
But why don't we put the title on it? This is thigh leakage: point out a content that everyone will pay attention to in the topic, arouse curiosity, and then present a specific answer in the text.
This is a sharp weapon to cheat traffic when it is used well, but it will easily become a title party if it is not used well. As an honest editor, I have always opposed the title party in my speech!
5. Distinguish between visibility and identifiability.
A pair of concepts that our team often discusses are popularity and recognition.
What is popularity? That is, everyone knows that there is such a person or enterprise. For example, Lenovo, such as Liu Chuanzhi.
What is recognition? It is when you hear this name that you will have a strong label impression, such as Luo Ji's thinking, such as Luo Pang.
In our judgment, recognition is becoming more and more important, that is, there should be distinctive labels and personalized content in the title. Instead of using the celebrity effect in general.
For example, Lenovo Group, even the longest-lived and largest private enterprise in China, is inferior. For example, Luo Ji's thinking, from another perspective, may not be as distinctive as an official WeChat account with 3.5 million fans.
For example, Larry Page, as the founder of Google, is famous enough, but for China readers, the founder of Google is obviously more recognizable than Larry Page, so there is no need to mention specific names in the title. Similarly, Zhang Youyi is not as discerning as Xu Zhimo's ex-wife, and the same is true.
6, there is a * * * sound, so that users feel the same, feeling that this is for themselves …
Users are increasingly fond of content related to themselves, or content that can be considered and compared from their own perspective. So we say that empathy may be the basic standard of good content.
Let me give you a few specific examples:
1) I'm still young. Let me be poor for a while …
Poverty is shining, which is the common feature of almost all young people, so this title, like a kind of self-mockery, comforts the soul.
2) Have you ever loved a girl with your life?
This is a problem. I believe that every boy will poke his memory and heart after seeing it.
3) Wang Shi: I stick to these five habits every day.
Everyone has his own habits. Wang Shi adheres to these five habits every day. What about you?
7, memorizing details, the text should be clean, don't be embarrassed.
This seems to be the least technical, but it is the most test of language sense.
This title is a typical example of verbosity and procrastination:
How did the Universal Noodle Restaurant spread with a Weibo?
Auxiliary words are used too much. If I stand up again now, I will change it to:
Universal noodle restaurant, how to detonate the spread with a Weibo?
After deleting three words, it reads much more smoothly.
Of course, because there are no rules to follow, it is more difficult to do it. Therefore, read more books after you have a good title. Many sentences that look good, we will find something wrong when we read them.
When you skillfully use the above seven skills, you should have no problem with an above-average title.
Finally, attach a few examples to modify the title:
Original title: Seven psychological fables
After revision: Are you a migrant worker who cut off his own meridians (these seven stories are highly recommended)
Original title: Yu Liang-style "out of control"
Revised: Yu Liang, President of Vanke: Enterprises no longer need professional managers.
Original title: The initial promotion history of Didi taxis
After revision: the whole record of the initial promotion of Didi taxi
Original title: Wang Shi shares three stories: Why are people alive?
Revision: Wang Shi: Why am I still working so hard at the age of sixty?
Original title: Liu Chuanzhi's five-hour secret talk: Do big companies have to die?
After revision: We really underestimated the 70-year-old Liu Chuanzhi's understanding of the mobile Internet …