1, frame structure, keyword summary
The first step in advertising is to understand the product. Similarly, the title is a general summary of the central idea of the full text. Usually when you conceive an article, you should first think about its skeleton and then list the key words.
For example, in this article, I wrote four steps to write the title of a copy, and five kinds of psychology of readers. "Four Steps" and "Five Mentality" are my key words. Of course, there are some narratives. At this time, we should focus on the central idea, or the part you emphasize.
Avoid the situation that the topic is too big and the content of the article does not match the topic. For example, How to Earn the First Ten Million in Life is really attractive at first glance, but there is no specific way to achieve this goal by reading the article carefully. This is what people often say about the title party. On the contrary, although the content of the article is good and deep, the title is very inconspicuous, and readers will not click on it at all, which is also a great pity.
We first list the main keywords and meanings of the article, and then follow the following steps to optimize it.
Step 2 determine the audience
Whether it is an advertising copy or an article, we should consider the habits, feelings and psychology of the audience when reading, and consider the problem from the reader's point of view.
The more specific the audience, the better. We should put ourselves in their roles and consider what they care about, what they want, what kind of tone is the easiest to bring them closer, win their trust, what they are afraid of and so on.
For example, your article reading group is mainly middle-aged, and it is easy for you to attract their attention with children's topics; Older people are more concerned about how to make themselves healthy and disease-free; Facing the post-90 s girls, the tone of literature and art is more to their appetite; If your target is rebellious youth, you need to understand their behavior or speak in their tone.
Of course, people of different occupations need to communicate according to each other's habits and languages. For example, programmers and lawyers are generally science students, so you need to use more logical language in your topics. If you are facing a designer, you may need to use some technical terms or express more delicate language.
3. The combination of types is more powerful.
After you have determined the main keywords and target audience of the article, you need to choose some title types mentioned above to attract your readers. You will find that the most attractive titles do not belong to just one category, but are the result of a combination of many types.
For example, "how can I wear it to show my chest?" The title of the article, which contains both questioning and sexual elements and is beneficial to the target object, is obviously more attractive.
Another example is "little-known secret weapons trading, which makes you profit more than five times." First of all, five times makes "profit" more concrete. "Little known" fully arouses readers' curiosity, and at the same time makes readers relate to their own vital interests. Imagine, would you refuse to make a profit for yourself?
So try to combine these eight basic questions in your own topic, which will have unexpected effects.
4. Final modification
Any good title is carefully thought out and revised repeatedly.
When we have completed the first three steps, we need to modify our own titles and check whether the words are reasonable or not, and whether there are any redundant words to delete.
For example, "it must be deleted within 2 hours, look! If it is deleted within 2 hours, there will be a sense of urgency in it. " Speed reading "is a bit redundant. It is better to change it to "delete within 2 hours", which is more concise and powerful.