The first thing users see is the title. If the title is not attractive, then they will not click on it. So next I will tell you how to make a good title for the article. Welcome to refer to it. Learn from.
Tips for naming articles
The first trick: asking rhetorical questions
The title is a question that can arouse fans' interest** *Ming, if a fan happens to want to know the answer, he will click to read.
The second trick: celebrity style
Celebrity effect, the more famous the celebrity mentioned in the WeChat title, the more attractive it will be. This kind of celebrity endorsement The chapter has a higher forwarding rate on WeChat.
The third trick: dry information
Summarize the content of a certain field and make it helpful and necessary for users. The more valuable the content, the higher the forwarding rate.
The fourth trick: strong attraction
Titles usually include "most" and "must go" Such vocabulary, these words make people unable to help but click on them at the first sight, and turn them around first before talking about them.
The fifth move: leaving a suspense expression
After speaking the exciting and *** language, leave an ellipsis at the end , triggering a series of reverie in the user, making people have to click to know the rest of the story.
The sixth trick: hot spot style
Combine the latest hot events, festivals, and seasonal content, and the title directly states the theme , send the content out in a timely manner.
The seventh trick: Abnormal formula
This kind of title usually goes against people’s common sense. There is no doubt that this This kind of title is sure to attract attention.
The eighth trick: digital
Digital summary type, people first respond to high knowledge content and urgent desire Knowing what the points are, this type is simple and clear, and it is also very conducive to mobile phone reading.
The ninth trick: topic title style
The main title is two words, a highlight of the topic, eye-catching and then the subtitle Describe the main content in detail.
Article naming method is full of practical information
1. How to understand
It is the most basic model of usefulness. "A must-read for technical marketers: How did Airbnb use Growth Hack to gain more users in its early days?" and "Modern Marketers' Path to Advancement: How to Become a Marketing Technologist from Scratch". The full text explains this at a glance. What is the problem? Readers will judge from the title whether it is the content they want? How valuable is the article? How to combine experience with immediate benefits will further scratch the pain points of the audience. Denny the cow has an article "How to send an email to ask for help and get a super high response rate?", the title format can be imitated.
2. Collection type
6 methods, 5 suggestions, and 4 trends. The advantage of a collection often lies in its strong summary ability. One article is worth reading five articles individually. The accumulation of numbers also gives people a sense of impact and satiety. If there is a good structure, collection articles are easier to read, because the articles are split, and sometimes you can get the point by looking at the secondary headings. But several of your method trends must be useful and inspiring. If the content is watery, others will be disappointed if they are attracted by the title, which is counterproductive. Something like "Airbnb tells you how to trade chicken ribs for chicken legs: three typical cases of the sharing economy" is richer than introducing Airbnb alone.
In addition, inventory and lists are also a clever method, such as "Inventory of Recommended Recommendations! From Adweek's 2014 Digital, Television, Magazine List".
3. Titles with negative words
For example: 4 common mistakes, 5 things you should avoid. These negative words often make people alert and want to find out what is going on. They can introspect themselves when they see bad things and gain enlightenment through some wrong cases. "If your resume is in vain, check out these 8 secrets" and "Things you don't know about the Palace Museum" are more interesting to you than "8 secrets for making a resume" and "Things about the Palace Museum" Frowning, want to click on the article to eliminate the negative emotions at this time?
4. Add some modifiers
Modifiers have two functions: 1. Make the definition more clear and unique; 2. Increase the emotional intensity of the reader. Some time ago we announced a new product for sharing cases called HUNT. It was originally circulated within SocialBeta. When we see high-quality cases in social networks, digital media and mobile fields, we will add links to HUNT to facilitate monitoring of industry case dynamics and mutual information exchange. Later, more and more readers discovered this product and came to inquire or share cases. We decided to write a formal article to explain this to everyone. The title of the article is "The best and latest case libraries are here | Hunt By SocialBeta". When it comes to case libraries, smart readers will know what is going on. But where can I not see cases? Use "the best and latest" to describe the characteristics of this case library, and you will be a little excited.
5. With a sense of urgency
"What you haven't tried yet", "the latest launch"... people Everyone has a spirit of exploration and a psychological gap to counterattack and verify. I will immediately want to verify whether I have tried it or not, and do I know about the latest launches? Moreover, giving the title a sense of urgency is also a call to action. SocialBeta posted an article "Have you seen such an interesting aviation safety instruction video?" Do you want to quickly verify it? Have you seen this video yourself? Is it really interesting? If you still don’t know how to use it , teach you a universal pattern: the benefits derived from verbs. For example, Jiang Chacha has an article with the title "Learn these English words, and you can be successful in the advertising industry!".
6. Give precious resources the feeling of being exclusively grabbed by readers
"FaceBook Internal Staff Work Guide", "Google Programmer Salary Exploration”. When seeing a title like this, the reader feels that the information you provide can be obtained by him but not by others. Moreover, after obtaining this unique information, readers will be more willing to serve as a source of communication and spread knowledge to others. I have to admit: it is our nature to be a teacher...
Li Jing has a very influential article "How Li Mingshou writes WeChat public account articles: The secret of smooth and readable articles". How to write WeChat public account articles is enough to attract the society Marketing people, coupled with the article's smooth and readable benefits and secret presentation, would you rather click on it to explore and then share it with your friends?
7. Explanation Sexual title
I once wrote a very popular interview called "How a student team achieved 350,000 sales: An exclusive interview with Mr. Miss, Nanjing University's L'Oréal charity sale team". The keywords of exclusive interview and L'Oréal give the article uniqueness and convey value and a sense of exploration to readers. Plus numbers and how-tos supplement facts and informative explanations.
8. Embed professional vocabulary
Professional vocabulary can show the professional value of the article and attract a precise audience. .
A few years ago, my friend wrote an article "Resource HTML5 Tools: 10 Online Editing Platforms That Can Be Easily Used by Marketers". In those days, the number of fans on SocialBeta's WeChat platform increased dramatically, and I learned a lot from the exchange. As you know, many of them are industry insiders who are eager to make HTML5.
Some people worry that if the professional vocabulary is too cold and biased, or too obscure and difficult to understand, and there are no clicks, will there be any later effects? Don’t worry, some people It is not your target group. If you attract a professional and high-quality audience with a cutting-edge or sophisticated concept, the benefits will be greater than 2,000 unrelated readings. We made a guide "The Most Popular Careers in 2015: A Complete Manual on the Concepts, Responsibilities, Skills, and Learning Resources of Data Scientists". At that time, the reading volume was not high, but the collection was large and the open rate was low. Share it The rate is low, but people who are professional or want to learn will read and keep the information. After that, several readers contacted us, including masters or PHDs in market analysis from famous overseas universities, and data analysts who have been working for many years.
9. Make good use of puns and witticisms to increase interest
Puns are a good way to use internet hot words Together, they make up for each other's imbalance between novelty and creativity and excessive popularity. Like "When "Game of Thrones" encounters a "stupid way to die," even the saddest "box lunch" becomes cute. Although it is very metaphorical, it is clever and interesting enough to eliminate the unpleasantness of consuming brain power. Another way is to make good use of twists and turns to make the title more storyline and suspenseful. "50 KOLs on Instagram posted photos of the same women's skirts, and the skirts sold out quickly, but the FTC said it was a violation." Looking at the previous facts, I thought it was a troll selling skirts, but SocialBeta said the trolls violated the rules.
10. Convey the feeling that it can be easily learned and achieved immediately
Everyone is very busy, so it may not be possible Time and willingness to delve into the complexities. If like SocialBeta, you were told "An article to understand the essential changes in marketing from advertising to SDi" and "7 steps to teach you how to master LOGO design", would you be confident and achieve success immediately after reading this article?
11. Welfare post
The title indicates that there are benefits to reading this article. There are 2 ways, one is to directly label welfare, such as "2014 Annual Gift List - Welfare Posts for People Who Don't Give Gifts!!!", "Recruitment of Welfare Senior Positions: New Media and Marketing Positions" 》. There is also a metaphor, using "guide", "view" and "primer". These words can be combined like this: "Guide on the visual marketing tool Cinemagraph, concepts, cases and best practices that marketers should know", " Recharge during the Spring Festival: 36 Recommended Reading Articles for Social Media and Digital Marketers in the Workplace. Of course, these articles can be searched on the SocialBeta website.
12. Incorporate localization and channel characteristics
Just imagine "How Qingfeng Snacks does e-commerce", People in Hangzhou would be interested in checking it out, but if you put it in Xinjiang, which eats a lot of meat, or in foreign countries that have never heard of Qingfeng snacks, would anyone pay attention to it? Well-known landmarks or distinctive locations can also drive carnival in larger areas. Titles like "Sanlitun now has a yogurt company with weird prices" attract more than just people from Sanlitun.
13. Borrowing from hot spots
I saw Xu Yan, a new media marketing practitioner online, saying, "The reason why we Chasing hot spots is to one day stop chasing hot spots. "Fashion is temporary. We can build momentum by taking advantage of hot spots, but your original content is the essence."
By the way, the fifth season of "Game of Thrones" was aired some time ago, and Uber New York immediately launched the "Iron Throne Trial Ride" service, which is a good way to use hot spots to market Uber is not sponsored... Similarly, the title can also be obtained through hot spots, Social Jun posted a recruitment Weibo a few days ago, using the words "The world is so big, you don't have to go anywhere, Shiqu, I want you", coupled with creative recruitment graphics and texts, and gained a lot of interesting Internet attention Job hunting for heavy users.
14. Concrete title
When you have too much content and cannot extract all the concepts into the title, or When the title is too general and not engaging. It’s time to select the highlights in the text to create a title. "Besides Toms shoes, do you know what other One for One brands?" actually talks about 8 buy-one-donate brands, but if you don't see Toms shoes, many people won't come to see them. There are also "Dancing Traffic Lights: 6 Creative Scenes that Make Waiting Time Beautiful". In fact, the 6 creative scenes are all very bright, but they can't all be included in the title, so I chose one as the representative and let the title concretize.
Explanation of the popular names of the article
Given our limited resources and capabilities, it is impossible to serve everyone, so we can only focus on serving the specific needs of specific groups of people. .
A good name can filter out some users who are not our target group, and those people who are curious about the name are our target users. The first step Just lock them down.
For example, if you want to attract singles, you might call them “singles.” In addition to hitting their pain points through content, you can also build a corresponding dating platform.
If you want to attract couples, especially boys, then you might call it "love routines." In addition to teaching straight men how to fall in love, you can also offer corresponding love courses. .