How to design the title of marketing soft articles to be more attractive?

In the new media era, the initiative of browsing has gradually put me in the hands of users. Now we are faced with a lot of information push and all kinds of information explosion, but everyone's time is limited and fixed. How to make users choose to read in a limited time, eye-catching titles become more and more important. Every excellent soft article is inseparable from the repeated design and optimization of the title. The title writing of marketing soft articles can be considered from three dimensions: attraction, guidance and expression. The first is attraction. Browsing articles online is just like browsing shops now. Usually, the design of the store, the design of the store and the name of the store can attract customers into the store, which in turn leads to the desire to consume. The same is true of online users' reading. The second is the guiding force. Attraction is more important, but guidance is equally important. Good headlines attract users. We should also be able to guide users to click and browse the text. Finally, the power of expression. David ogilvy once said that 80% of readers only look at the title of the advertisement, not the content. This sentence also applies to the title of marketing soft articles. A qualified marketing title, even if users just glance at it, can know what you want to express. Therefore, while making the title attractive, don't lose the essence of the content and don't be a title party. Don't grandstanding, distort the facts or even fabricate false news. There are several methods for common marketing soft title: 1. Digital title is to extract the most important and meaningful data from the text and integrate it into the title. On the one hand, digital titles are easier to attract users' attention, on the other hand, they can also improve reading efficiency. For example: Title 1: Such a professor is the backbone of China people (his speech was interrupted by 127 applause! Title 2: Speech by Super Professor of Zhejiang University! Although the contents of the two titles are the same, the digital titles are more impactful and informative. Second, experience in the language of experience can quickly tell readers to pull into the scene you created. If users feel that this content is what they just need, then they will click to read. Everyone's mood is different at different times. At this time, it is necessary to add experiential words such as "excited", "uncomfortable" and "happy" in the title to mobilize users' emotions. Third, personalization When writing the title of an article, many users may not know who this person is, the popularity is too low, and the public is not familiar with this person. Most users will consider the recommendation of friends, followed by professionals and strangers. If you add many familiar characters to the title, the effect will be much better. The premise is that the relationship between two people must be real, not virtual and fabricated. For example: Title 1: Professor Guo Shiping, a consultant from Li Ka-shing, talks about financial management. Title 2: Professor Guo Shiping talks about insurance. Users may not know Guo Shiping, but they must know Li Ka-shing. Secondly, financial management is more acceptable to users than insurance, because the term financial management is more professional. Fourth, fearful users will pay attention to some news related to their immediate interests. If the title is about health, financial management, or psychological needs, you can try this type of title, use users' attention to these issues, stimulate users' curiosity, and click in. For example; Title 1: The United States announced six factors that determine human life span, which actually ranked first? Title 2: Factors affecting life span (must be seen) Title 1 makes good use of users' curiosity, coupled with these vital interests about health, prompting users to click in and check. 5. Hotspots skillfully use real-time hotspots or recent festivals and major celebrations. The content related to these titles will be distributed to some heat for a period of time, thus increasing the number of clicks. Welcome to follow me! Take you to know more knowledge!