How to write a copy title?

1. Find the creative concept. All creativity in an advertising copy starts from the creative concept. The creative concept is the bottom layer of creativity and an abstract summary of the same parts of the creative collection. Just like when we fish, no matter what bait we use, there needs to be a sharp hook hidden inside. The different baits here are the copywriting titles, and the hook is the creative concept. For example, in Vanke Tangyue’s series of copywriting, the creative concept is to go home. If you look closely at the copywriting, it is not difficult to find that the creative technique used here is contrast.

2. Conceptual writing angle. After the creative concept is clear, the next step is to find the angle for writing the title. The so-called angle is an extension of the creative concept in a certain aspect. To facilitate understanding, you can also imagine it as the benefit point that the value point can bring. Starting from a creative concept, you can find dozens or even hundreds of angles, and dozens of titles can be written from each angle. For example, if the creative concept is the center of a circle, then the angles are densely packed points on the circumference. In many advertisements we usually see, we often start from a writing perspective and create a series of copywriting or tell a series of stories. For example, Ant Financial's "Back" series revolves around the concept of seriousness and tells the stories of a driver, a salesperson, a retired worker, a beekeeper, a noodle shop proprietress, a blind masseur, a senior travel companion, and a train dispatcher.

3. Use Title Techniques Now that you have a writing perspective, the next step is writing skills. Use various techniques to write out all the titles you can think of. Here, I recommend 3 commonly used techniques for you. 1. Analogy, such as: Panasonic electrical appliances can make your ears clean quietly. 2. Compare JD Finance-Baidiao’s series of copywriting. Only when there is comparison can there be harm. Only when there is contrast can it stand out, stimulate people's feelings and attract people's attention. 3. Tell stories