Title of the copy: attract consumers to read the text of the advertisement, and then persuade consumers to buy it.
Title: Attract readers to read the content of the article, and then convince readers to like and pay attention to it.
The purpose of copywriting
The influence of internet on people
Characteristics of successful book titles
An effective headline will tell the reader, "Hey, listen to me, you will definitely want it."
Note: when you are writing a title, you should choose a product advantage that is of great value to customers, and then present it in a clear and bold way. Try to avoid cute, clever, sensational but insincere titles, which may arouse temporary interest but will not bring substantial sales.
Title importance
David ogilvy, the author of Confessions of an Advertiser,
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Ways to attract attention:
Screen the audience
For example, solicit authors of children's books.
If you are a PE teacher, you will automatically skip this title when you see it.
Convey a complete message
80% of readers only read headlines. If readers are so lazy (busy), then your headline should be aimed at most people who read the headline, and it is best to bring the brand name. After reading the title, I left directly without even hearing the brand.
For example, early detection, Colgate can save tooth decay!
Guide the reader to read the text of the copy
To guide the text is to put a hook in the topic, and those who wish to take the bait.
You can use curiosity, sense of humor, suspense, speculation, questions, provocative statements, promised rewards, new news and useful news.
For example:
Two years after graduation, he bought a house in Beijing in full, and he only did these three things. (suspense)
Boys need 10 minutes and girls need 1 hour. (guess, don't get me wrong, it's a bath, a bath, a bath. )
There is no effective way to learn English. (provocative)
The only reason why you didn't get into 985 is that you are too lazy (provocative)
As long as you spend 5 yuan, you can enjoy the effect of plastic surgery. (new news)
1. Go straight to the topic title
For example, men's wool coats are 30% off.
2. Vague title (pun title)
For example, one in ten million, we have no problem.
The reader's intuition is like saying that the company has information to bet on, and it is only after reading the text that they know that their machines can mix two liquids with a concentration ten million times different.
3. New knowledge title
For example, X-generation XX products came out.
4. "How" Title-Commitment to Solution
The title at the beginning of "How" is your promise to provide a solution.
For example, how to write 10w+ explosive articles in one month?
5. Ask questions-pay attention to readers' interests
The questions raised by such a title must be questions that readers want to know.
For example:
I can't help but lose my temper with my parents and regret it afterwards. What if I can't change?
Does your air conditioner consume a lot of electricity but it doesn't work?
6. The title of imperative sentence-the beginning of verb
Note: The first word of this title should be a verb.
For example: make a fire. Look at this coupon for fireproof materials-Hasso Chemical Company (I really admire the promotion of this fireproof material).
7. Target-oriented numerical list
For example:10 books that must be read before the age of 30.
8. Witness Title-Customer Tone
For example, I learned from English to the college entrance examination 140+ by teacher xx's method.
Disclaimer: There are 38 examples in the original text, and I have selected a few more practical ones to display in bold. And some examples feel strange after translation. I will collect some interesting domestic materials to update the text.
1. Ask questions in the topic
For example, what advantages do China executives have that American executives don't? I'm sure Director China will like it. )
For example, grasping market opportunities like Martha Stewart does not need to do insider trading like her.
For example, "enhanced isolation lubricating oil" forms a protective film on the metal surface, which prolongs the life of your mechanical tools by 6 times.
For example:
For example, ignition. Look at this coupon made of fireproof materials.
Using numbers and data
It is unheard of that a tree produces 17000 flowers?
For example, 3 tricks will save you 1 0,000 yuan in renovation costs.
From now on, our new book will be listed in advance, just like subscribing to a magazine.
9. Tell a story, come to an abrupt end
For example: I sat in front of the piano and they were still laughing; However, when I started playing. ......
For example, you must buy five technology stocks now.
12.
For example, if the price rises, the same money will be more100g. (advertisement for instant noodles)
For example, why do some things "explode" in the stomach?
14. Reference witness
For example, the flight record of more than 500,000 miles proves that our camshaft works well during the warranty period.
For example, our free report reveals little-known secrets and tells you how millions of runes keep their money and make good use of the resources provided by the government.
For example: operating table maintenance service, free rental and replacement of operating table during maintenance.
17. Arouse readers' curiosity
For example, you must buy the only technology stock, not the one you think.
18. Promise to keep secrets.
For example, exposing the hidden rules of Wall Street.
19. Specific description
For example, at a speed of 60 miles per hour, the biggest noise of the new Rolls-Royce comes from the electronic clock. Personally, it feels more like an exaggerated contrast
For example, solicit readers of children's books.
2 1. Add Time Element
Don't wait too long, register the company quickly.
Xxx, worth $ xxx, can now be obtained as long as x yuan.
For example, people with silver hair can also have good hearing.
For example: no time to go to Yale University? Join us and continue studying at home.
25. challenge
For example, can your scalp stand the nail test?
26. Emphasize security.
For example: guarantee xxx effect, invalid full refund.
For example: the coolest way to learn English, hit me if you don't like it.
For example, it only costs $2,395 to connect 8 computers to the mainframe.
28. Seemingly contradictory statements
For example, to get rich by insider trading, 100% is legal!
For example, trading secret weapons, which is little known, can make you more than five times profitable.
30。 Point out the problems that readers care about.
For example, why do most SMEs end in failure? We provide a breakthrough.
For example, make you 20 years younger.
For example, the waste caused by hiring incompetent employees is more than three times their annual salary.
34. Write the title with "Why", "Reason" and "Reason".
For example: 20 19 Five reasons why every college student should learn new media.
For example: 7 questions to ask before entrusting a debt collection company ..... We have good answers to each question.
For example, if you order now, you will get a free gift worth $280.
37. Help readers achieve their goals
For example, if you break through English grammar in 30 days, your English score will be improved by 30 points.
38. Make seemingly contradictory statements or promises.
For example, without turning on the air conditioner, every room in the house can be cooled immediately!
The reader has 1-2 seconds to decide whether to continue reading or skip this passage. Therefore, it takes a few words to convince busy readers. You can make an efficient title with only four-dimensional reference.
A sense of urgency
uniqueness
U ltra-Specific is clear and specific.
Useful practical benefits
You need to give the reader a reason to act immediately, you can add the time element, and you can create a sense of urgency through limited time offers.
For example, the Double Eleven is only one day, and the audience is 40% off. If you miss it, you have to wait a year.
Generally speaking, uniqueness means "new", so we can use "new things", "new terms" and "new changes in old things"
For example, things that must not be eaten on the plane.
The best time to apply for studying abroad
A good title will attract readers' interest and provide practical benefits.
For example, welcome to Cheap Ski Travel Network.
When you see the word "parity", you will know that you have saved yourself money.
Note: Avoid using negative expressions.
For example, change "sodium-free" to "healthy salt". I'm not sure. Whether you are healthy or not, the salt you eat may contain "Na+". Have a chance to see the original English.