what is soft text? Soft text is a text advertisement which is different from "hard advertisement", and its subtlety lies in the word "soft", which allows users to "soft promote" in the form of text without being subject to the propaganda of compulsory advertisements, so that reading experience and information are both available. You may read a soft article without realizing that you are being "marketed", but the information of brands and products has quietly encroached on your mind. This is the power of soft articles, which can hide its advertising attributes and convey its promotion information in a way that users can easily accept. "A good title is half the story" makes sense. An excellent title is equivalent to the facade of the whole soft story, which determines whether the user clicks or is interested, and largely determines the lifeblood of the story. However, it is often quite difficult to write the title, which requires long-term training, rather than relying solely on the form of "title party" to quench thirst. The title party is an excellent way to intercept traffic, but in the long run, it is by no means the right way, and even it is extremely harmful to the whole soft text ecology. Therefore, it is also a way to use the title party properly to attract users' attention. Here, I'd like to share more than 21 ideas about headline writing: 1. The digital headline "Counting the top ten unknown historical secrets, there is always one you can't think of" and "Teaching you how to raise your monthly salary from 3,111 to 31,111 in three months" has the advantages of being straightforward and simple. People are more sensitive to numbers, and it is easier to intuitively feel the core of the copy, leaving a deeper impression, and at the same time, making the soft text more impressive. 2. Taking advantage of the headline "He was once invited to a birthday party by Wang Sicong, but now he is at this point" and "The Twelve o'clock fire in Chang 'an, but I miss the food inside", this logic is to skillfully borrow celebrities, stars, online celebrity, hit dramas, hit variety shows, etc., as long as they can get involved, they can catch a free ride with traffic. At the same time, borrowing momentum is free after all, so it is inevitable that there will be too many hot spots. Therefore, it is also necessary to have posture and level. Forcibly picking up and pulling will only make readers feel "cheated" or even disappointed. How to accept hot spots and naturally transfer to the information you want to convey requires an accurate starting point on the one hand and a mature ability to control words on the other. 3. Titles like "Warning: These foods must not be eaten during the weight-loss period" and "Revealing how newly graduated college students get ahead in the workplace" can satisfy people's curiosity and prying desire, attract clicks, such as revealing black industry, industry secrets and celebrity gossip, alert everyone to improper operations such as health care, health, fitness, maintenance and parenting, and also allow users to click and watch in panic. 4. Question title "How to choose infant milk powder?" "One hundred yuan headphones won't choose? Just look here. This title is suitable for seo optimization, which is convenient for users to search and view, and it can bring high exposure when it is done. 5. Use the online buzzword "I am too difficult! God please help me! " The flexible use and adaptation of the online buzzword "Confirming your eyes is the street shooting style of Mori women" can increase the interest index of the title and quickly attract the attention of netizens. Proper use is also a way of being smart, which is lively, fashionable and attractive. 6. The dry goods sharing type "Advanced Guide to the Operation of the Little Red Book Platform in 2119" and "How to quickly warm up the love relationship between two people by sharing" are concise and directional, which can quickly attract interested audiences, without the need for fancy titles, simple and purposeful, and the dry goods attributes of the article are also clearly visible. 7. adaptation of famous sayings and sentences "It's gold, and it will always be spent" and "All shall be well, jack shall have Jill". The famous sayings, proverbs, buzzwords and ancient poems are adapted in a flash, adding interest and spirituality to the titles, and the readers can smile just by the titles. 8. The minimalist title "Tencent is no longer great" and "The era of war and investment, the giant's training ground" outlines the core of the article description with a minimalist three-stage structure such as "subject, predicate and object". The language is not only refined, but also accurate enough. Of course, this kind of title requires a high level of copywriting skills. 9. The associative title "It turns out that we have been cheated by our parents for so many years" and "She left the day after catching up with the beauty queen" arouses readers' association with a curious title hook, attracting them to click and read it. Just seeing the title is enough to arouse people's imagination, and good associations and bad associations are not important. As long as the contrast is created in the content of the article, so that readers have a "unexpected" impression after reading, it is a "routine" 11, conclusive title "These are all rumors, and I finally understand them today!" "The human brain has only been developed by 11%? Fake! " Conclude the whole article in the form of a conclusion, lay the core of the article's point of view and expression, be straightforward, and quickly attract the audience interested in the topic. 11. "The Hard Life of the Bachelor next door" and "I won 5 million yuan, but I can't be happy" can arouse readers' psychological incomprehension, resistance and disapproval by creating titles with contradictions, conflicts and different concepts, and it seems that there is a kind of "owe-to-play" meaning, which can attract readers to click on the content to see whether it is true or not. But at the same time, such titles should also be used with caution to avoid provoking disputes and causing social contradictions. 12. Reverse thinking "Money is earned by lying down" and "I'm so smart, I can't make a big deal". Breaking the rigid thinking mode, thinking about the common and seemingly conclusive ideas and things in reverse often leads to novel and creative conclusions. This kind of thinking is intuitively reflected in the title, which can quickly attract readers' attention and even surprise readers. 13. The exaggerated title "A 21-year-old man is a 61-year-old body", "If you don't buy a water purifier, you will live at least five years less" and "My boyfriend said these ten words, and I want to kill him in minutes" is a double-edged sword. On the one hand, it can quickly attract traffic, click-through rate and sharing, on the other hand, it is easy to cause controversy. Therefore, when starting the title, you can exaggerate it appropriately, but it can't be too much and even more untouchable. For example, "I'm not from China" and "Shocked! A woman selling meat for money in public on the street, photos have flowed out, and so on, which are exaggerated, the content and title are not true, and moral kidnapping should be strictly prohibited. 14. The figurative title "Choosing makeup is like choosing a husband" and "This China version of widowed elder sister's woman makes people drool" Many things in life are mostly the same. The advantage of using metaphors flexibly is that they can make strange things appear with familiar faces. Among them, metaphors should be appropriate, appropriate and life-oriented, instead of using metaphors indiscriminately. For example, Mi Meng's "patriotism is like bestiality" is a typical example of wrong titles. The title of the golden sentence "Some people, you think, are crazy, but in fact, they are a mirror" and "How to get rid of worries, only to get rich" is impressive and unforgettable, because most of the golden sentences carry profound insight, thinking or ridicule, and most of them use fixed sentences such as "You think, but in fact" and "No, but" to write opinions quickly. 16. Problem-solving "Eight Training Methods to Become a Devil's Muscle Man Quickly" and "Summary of Five Essay Skills for MBA Early Interview" Many audiences just need it, such as skill points, life skills, exercise elements, emotional guidance, etc. However, this problem-solving title can directly correspond to the needs of the audience, showing strong interest attributes and attracting readers to click and read and share. 17. The rhyming title "No matter how big the suitcase is, it can't hold a home", "Laughing and wandering, getting fatter and fatter" and "Never forget it, it is bound to be very sad". The rhyming with the same number of words, structure and smoothness can make the title catchy and smooth to read, which can quickly attract readers' goodwill and is conducive to the spread and sharing of soft articles. The dramatic turn of the title "Burn yourself, Burn others" and "Nothing is difficult in the world, as long as you are willing to give up" can often increase the appeal and artistic effect of soft writing, bring an unexpected "God unfolds" and give readers a sense of joy that "the light bulb in your mind lights up instantly". 19, the story title "5 years ago,