There is only one principle in copywriting practice, and the copywriting should be written correctly before it is written well.

1. Title

1. The function of title

(1) Attract attention

(2) Screen audience

(3) Deliver complete information

(4) Guide readers to read the text

2. Skills

Make extremes: With three habits, she achieved an annual salary of one million. Stop it

making extremes: after ten years of copywriting, I have only learned one thing

making competition: with it, what is the king's pesticide?

counter-common sense: I work hard, and the result is getting poorer and poorer

3. Self-assessment of whether the title is qualified

(1) urgency

Urgency is equal to giving readers one. When you add the element of time to the title, you will find that the effect will be completely different.

(2)Unique

A powerful title either describes something new or describes things in the past in a brand-new way.

(3) uitra-speak cific

The title should not be vague and lack of focus, which once again emphasizes the role of the title. Clever use of numbers will make the content of the title more specific.

(4)Useful

A good headline appeals to the practical benefits of readers and provides practical benefits.

When you have written a title, why don't you use the "4U" formula to test whether it is effective? You can use scores to evaluate each U, with a perfect score of 4 and a poor score of 1. But if your title can't get 3-4 points on at least three U's, it shows that your title is not strong enough, and the rewriting effect will be better.

4. Six steps in headline writing

First step, determine the theme

Before starting a headline, the first thing you have to do is to determine the theme of a copy, that is, what kind of information do you want to convey to readers? What's your purpose?

The second step, questioning method thinks

Think with open questions: What are the characteristics of your content? What value can you deliver? Who is your target audience? What will your target readers do? Why did you do this? The purpose of asking questions is to find out the selling points that customers need and write them in the title.

Step 3, determine the title type

Next, which of the eight title types should you decide? Do you want to combine them?

Step 4: List the words related to the topic

List all the words related to the topic on a piece of paper, and then combine them randomly. For example, the words related to the title of this article can be listed as: copywriting, title, attraction, writing, eyeballs, secrets, skills ...

Step 5, test and polish

After writing a title, you can use the four functions of copywriting title and the "4U" rule to test whether a title is effective? And think about whether the title you wrote conforms to the basic principles of the title?

Step 6: Rewrite, Rewrite, Rewrite

Use the fifth step to check the title. If it is invalid, it is better to rewrite it several times and repeat the above five steps until it is effective.