A good title often affects whether your soft article is attractive, whether your soft article can be remembered by people, and whether your soft article can be widely circulated. The title plays a very important role here.
How to write a very good title.
First, the title cannot be too big.
The title is too big and you cannot grasp the main content of it well. If you don't write well and are not specific, it will look a little empty. Therefore, Lao Xie believes that the title of the article must be small and precise.
Second, the title should be easy to read.
This is a big reason why your soft article can spread. It's best to rhyme so it's easier to remember.
Third, the title should be innovative
This is a lot to talk about. It is necessary to be new, but it cannot be too new. It is not good to read a title that you cannot understand after reading it for a long time. It is best if you don’t understand it at first glance. If you look carefully, it turns out that it is like this. It feels like it’s very good.
Fourth, it is best not to have punctuation marks such as ah, ah, ah, etc. in the title.
There are many forms of title expression, which are changes in writing skills. The purpose is to make the title of the advertisement "eye-catching", attract consumers' attention, and induce interest in reading the text.
1. Announcement-style title: It truthfully and briefly states the main points of the advertisement text so that people can understand it at a glance. This is the most commonly used form at present.
2. News headline: It directly informs consumers of certain recent facts. It is mostly used to introduce newly launched products or new measures of manufacturing companies. The purpose is to arouse the public's attention and read the main text. It is also a type of declaration.
3. Appeal-style headline: The headline is written in a tone of exhortation, exhortation, hope, etc., with the intention of urging consumers to take corresponding actions. Be extremely careful when writing this type of title, otherwise it may cause resentment.
4. Praising title: It uses a positive method to actively praise the advantages of the advertised product. This type of advertising title can easily create a good impression, but it must be based on facts and should not be exaggerated, otherwise it will easily arouse people's disgust.
5. Call-to-call title: Use inspiring words and phrases as the title to call on people to make a purchase decision quickly. This type of title is often used to promote fashionable or instant advertising. The text must be powerful, suggestive, and easy to remember, so that consumers can easily accept the instigation of the advertisement and initiate purchasing behavior. In terms of literary rhetoric, words should strive to be tactful in order to avoid the psychological characteristics of ordinary people who do not want to be dominated by others.
6. Questioning title: It raises questions to attract attention, thereby stimulating consumers' interest, inspiring their thinking, generating resonance, and leaving an impression.
7. Suspense advertising title: It uses words that are interesting but difficult to answer for a while as the title, making readers read the text out of surprise and guessing. Such titles should be interesting, inspiring, suspenseful, and trigger responses in the text.
8. Comparative title: It highlights the uniqueness of this product through comparison of similar products, so that consumers can deepen their understanding of the product. However, the relevant advertising regulations stipulate that you cannot directly refer to each other's famous works for comparison, so it is better to use general comparisons when making comparisons.
In addition, there are also allegorical titles, which mainly use metaphorical rhetorical methods to add new meaning to the title and deepen people's impression. This kind of title format is all about consumers, and it is easy to arouse consumers' favor.
In order to enhance the publicity effect of the advertisement, the advertising title must take into account the interests of the readers, make the readers curious or add knowledge to the readers, and make the advertising title more powerful. In addition, when formulating the title of your advertisement, you should also pay attention to the following points:
1.Clear theme
The title is a high-level summary of the advertising content. People should be able to understand the information content of the advertisement when they see the title. Therefore, the advertising title must be combined with the theme and must be clear, and cannot be pretentious and bizarre and have no connection with the advertising content.
2. Be concise and to the point
From the perspective of memory rules, the ad title should be between 7 and 12 words. Although there cannot be a rigid rule, the principle of simplicity and clarity should still be adhered to.
3. Specific content
Advertising headlines should be concrete and not vague or so abstract that they may be ignored or be confusing and fail to arouse interest.
4. Unique personality
Only when the title is personalized and unique can it be exciting and attractive. Therefore, the advertising title must be creative.
5. Eye-catching
Only when the content of the title is linked to consumers' psychological needs and induces their care, curiosity, joy and other emotions can the advertising effect be fully exerted. Therefore, the title should be visual and artistic in all aspects such as font, typeface and position, and should be able to attract people's attention. At the same time, for different advertising targets, the advertising title must be targeted and cannot go off topic. In this way, the persuasive power of advertising can be fully exerted.
In short, title writing requires two key points: first, use the least number of words to express the advantages and characteristics of the product; second, the wording should be vivid and explain the profound things in a simple way, making it easy to read and remember. In addition, in order to quickly generate good ideas, overseas experts have studied seven thinking directions, which are to provide consumers with honor, news, discounts, popularity, curiosity, simplicity, and advice. These are all researched based on the psychological characteristics of consumers.
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