Before we talk about the title writing skills, let's start with an extremely important, but often overlooked point, is to limit the number of words (preferably not more than 20 words).
The effect can take part in the following preview and forwarding interface of up to 20 words versus more than 20 words.
The sole purpose of the headline: to attract readers to click to read
So what kind of headline, readers will click on it?
Openers: either interesting (emotional) or useful (tools).
This isn't just true for food titles, it's true for almost all types of titles. Below, I have summarized the following "high open rate" headline techniques according to the "food public":
Chestnut: French restaurant built in a flower house; tells the reader, in a straightforward manner, the subject of the article. Point out the environment (flower room), store properties (is a French restaurant)
Chestnut 1: French fries have changed, short and fat without ketchup;
Through the description of the appearance of the product - color, form, etc., the reader can be very directly associated with the physical, more attractive.
The sense of picture here is not only the physical object, but also the scene.
Chestnut 2: "Across thousands of mountains, can smell the soup soup at home";
This is a thousand readers, a thousand kinds of scenes.
This is the time for a thousand readers and a thousand scenarios. Especially for the travelers who go out, it is more touching.
Chestnut: In this store specializing in selling tea, the most popular thing is bread;
Contrast produces contrast, and it is easier to trigger the reader's curiosity - why is it that in a store specializing in selling tea, the most popular thing is bread? On the other hand, it not only tells you what the store does (sells tea), but also gives you a recommendation of the best buy in the store (bread), which makes this headline very useful!
Chestnut: 20 years only sell this 1 bowl, the old Beijing time in the hutong;
With numbers, on the one hand, the expression is more direct, on the other hand, more expressive, easy to produce visual shock, such as "China's first cross-country bridge, the total length of 56,700,000 meters". But it should be noted that the numbers here, try to use Arabic numerals - II-VI-II March 4, and March 4, 2012, which is more clear? Clearly the latter.
Our aim is to facilitate the reader, so that they get the most valuable content in the shortest possible time, and this applies to both headlines and body copy.
After mastering the above 4 techniques, it is enough to cope with most types of public number articles, when the harvest of a vote of loyal fans, it is necessary to enter the next round of practice - to improve the single reading volume.
Niche life, mass emotion.
Chestnut: takeout can be eaten for a lifetime, the cafeteria can only be eaten for a few years
The school (in the example of the "cafeteria"), love, family, ... is the eternal popular topics (emotions), want to trigger **** Ming, to these popular topics to start, basically no minefield.
Before the fire of "Journey to Dreamland", almost no publicity, completely word-of-mouth outbreak. If you want to analyze why this movie was so hot, there could be many reasons - the great director Lee Unkrich, the almost perfect color scheme, the music, etc.
But it's hard to say why it was so hot.
But there's no denying that it easily mobilized the emotions of the moviegoers because it was a "popular choice" - most people have experienced the grief of losing a loved one, a friend, or a loved one, so they were able to empathize with the loss of their loved one.
Chestnut: In Wuhan, there is a kind of city flavor called three-eye bridge;
This title is almost a universal title, can be used infinitely, and a hundred times, such as:
In Chengdu, there is a kind of city flavor called skewers;
In the heart of the 90s, there is a kind of youth called "I'm crazy about the song" ...
This kind of title should not be "self-help", but it is the most important thing. The title should not be "self-hei", a person called emotions, a group of people called feelings. The "people, things, places" here all refer to a group, too niche "people, things, places", it is difficult to trigger a mass climax.
Chestnut: Jingdong has a five-story cafeteria, what do the employees eat?
In addition to this, there is also "Taobao, which is bought every day, how is the cafeteria?" So what exactly do these employees eat, how is the cafeteria, the public will have a certain curiosity.
Second, in addition to the majority of viewers, there are half of the reading volume, probably from the employees of these companies / around the friends who work in these companies, and so on.
In the end, it's all about using a popular topic to capture traffic from various channels.
Chestnut: The sauce izakaya in "My First Half Life" has one in Chengdu;
This is roughly the same as the previous point, "My First Half Life" is a popular TV series, and even if you haven't seen it, you should have seen a lot of advertisements on various websites, so it's kind of a topic that's easy to get the public to watch. The first time I saw this, it was a very good idea for me to get a copy of it.
At the end of the article, I would like to emphasize that, although it is all about food copywriting, there are many types of copywriting, which can be roughly divided into two types: story-based and product-based.
According to the different types, there are some points of attention when starting the title:
Chestnut 1: Weifang 70-year-old man, 50 to do only one thing.
Chestnut 2: four rural guys, the abandoned factory building transformed into a fashionable party house.
Through the above two chestnuts, we can come up with a universal formula:
Chestnut 1 = the old man + one thing
Chestnut 2 = rural boys + remodeling party house
This is also the longest title type of the story type of copywriting.
On this basis, and then apply the previously mentioned headline techniques, you can easily come up with a good headline, such as Chestnut 1 with numbers, Chestnut 2 with contrast to form a contrast.
Need to pay attention to:
1. Characters do not have to specify "a woman, the old man, the child", you can also use "he, she" instead of;
2. The event can be a direct point of view (case two), can be retained suspense (case one) The incident can be a direct point (case two), or it can be kept in suspense (case one: an incident, what is it?).
Chestnut 1: the Japanese coldness, to the taste buds to do a subtraction
Chestnut 2: summer white porcelain plum soup, crushed ice touch the wall when the sound
Universal formula:
Chestnut 1 = Japanese + original
Chestnut 2 = plum soup + ice
Here are two examples are a direct point of view of the subject, the cold wind of the Japanese and the summer (with ice) plum soup, and the summer (with ice) plum soup. iced) plum soup, pointing to the title, the most common headline used by product-based copywriters.
In addition to directly pointing out the name of the product (plum soup, Japanese food), there are a variety of ways. Such as referring to the relationship: the capital's winter cold, only this copper pot can be dissolved (copper pot, referring to the old Beijing copper hot pot)