No matter how good the content is, without a good title as a fuse, it will be difficult to detonate it. Just like when we followed the uncles and aunts in the market to pick watermelons for a long time, we finally chose the best-looking one - the first impression is very important.

Before we talk about title writing skills, let’s talk about an extremely important but often overlooked point, which is to limit the number of words (preferably no more than 20 words).

The effect can be added to the following preview and forwarding interfaces of less than 20 words and more than 20 words.

The sole purpose of a title: to attract readers to click and read. So, what kind of title will readers click on?

Opening a book is beneficial: either interesting (emotional) or useful (tool).

This is not just for food-related public accounts, but is true for almost all types of public accounts.

Below, based on the "food public account", I have summarized the following title techniques with "high open rate": Lizi: A French restaurant built in a flower room; straightforwardly tell readers the main body of the article introduction.

Point out the environment (greenhouse) and store attributes (it is a French restaurant). Chestnut 1: The French fries have changed, they are shorter, fatter and have no ketchup. By describing the appearance of the product - color, shape, etc., readers can make direct associations.

The real thing is more attractive.

The visual sense here includes not only physical objects, but also scenes.

Chestnut 2: "Across thousands of mountains and rivers, you can smell the soup and water at home"; At this time, there are a thousand readers and a thousand scenes.

Especially for those who are away from home, it is even more touching.

Li Zi: In this shop that specializes in selling tea, the most popular item is bread; contrast creates contrast, and it is more likely to arouse readers’ curiosity—why is bread the most popular item in a shop that specializes in selling tea?

On the other hand, it not only tells you what this store does (selling tea), but also recommends you the most worth buying in the store (bread). This title can be said to be very useful!

Chestnuts: Only sell this 1 bowl in 20 years, old Beijing time in the alley; Using numbers, on the one hand, the expression is more direct, on the other hand, it is more expressive and easy to produce visual shock, such as "China's first transnational bridge, total number

Length 56,700,000 meters".

But it should be noted that the numbers here should use Arabic numerals as much as possible - which one is more clear, March 4, 2012, or March 4, 2012?

Obviously the latter.

Our purpose is actually to facilitate readers so that they can get the most valuable content in the shortest time. This applies to both the title and the text.

After mastering the above four techniques, you will be able to handle most types of public account articles. After you gain a loyal following, you have to enter the next round of practice - increasing the reading volume of a single article.

Niche life, public emotions.

Lizi: You can eat takeout for a lifetime, but you can only eat it in the cafeteria in the past few years. School (the "canteen" in the example), love, family... are eternal public topics (emotions). If you want to trigger a stir, start with these public topics.

, basically no minefields.

"Coco", which was relatively popular before, had almost no publicity and was completely a word-of-mouth explosion.

If you want to analyze why this movie is popular, there may be many reasons - great director Lee Unkrich, almost perfect color matching, music, etc.

But it is undeniable that it can easily arouse the emotions of moviegoers, relying on "popular selection" - most people have experienced the grief of the death of relatives, friends, and lovers, so they are more able to empathize with it.

Li Zi: In Wuhan, there is a kind of market flavor called Sanyanqiao; This title is almost a universal title, it can be applied infinitely, and it has been tried and tested. For example: In Chengdu, there is a kind of market flavor called Chuanchuan; In the hearts of the post-90s generation, there is a kind of

Youth is called "I'm Crazy about Singing"... This kind of title should not be "self-exciting". One person is called emotion, and a group of talents is called feelings.

The "names of people, things, and places" here all refer to a group. "People, things, and places" that are too niche will hardly trigger a mass climax.

Li Zi: JD.com has a five-story canteen. What do employees eat?

In addition to this, there is also "Taobao, which I buy every day, how is the canteen?" The number of clicks on these articles is basically 100,00. Let's not look at the content first. Just look at the title. This is why it attracts most readers to click and read.

There are roughly two reasons for this: First, JD.com and Taobao are closely related to people’s lives, so we have an impression of these companies.

So what do these employees eat and what is the canteen like? The public will be curious.

Second, in addition to the majority of viewers, half of the reading volume comes from employees of these companies/friends who work in these companies, etc.

In the final analysis, it is to use a popular topic to capture the traffic from various channels.