I. Headline
1. The Role of Headline
(1) Attract Attention
(2) Filter the Audience
(3) Deliver the Complete Message
(4) Guide the Reader to Read the Body
2. Tips
Making Extremes: By Three Habits, She Realized a Million Dollars a Year
Creating Competition: So that something, more important than a woman's face
Anti-common sense: failure is the mother of success? Stop it
Make extreme: after ten years of copywriting, I've only learned one thing
Make competition: with it, what's the point of playing King Pesticide ah
Anti-common sense: I've worked hard, and as a result, I'm getting poorer and poorer
3. Self-assessment of the title to see if it's up to snuff
(1) Urgent (Urgency)
Urgent is equal to giving the reader a reason to act immediately. When you add the element of time in the title, you will find that the effect will be very different.
(2) Unique
A powerful headline either describes something new or describes something from the past in a completely new way.
(3) Uitra-speacific (clear and specific)
Taking a headline must not be vague and lacking in focus, which re-emphasizes the role of the headline. The clever use of numbers will make the title more specific.
(4) Useful (practical benefits)
Good headlines resort to practical benefits to the reader, providing practical benefits.
When you've written a headline, use the "4U" formula to see if it works. You can assess each U using a score of 4 out of 4, with a poor score of 1. But if your headline doesn't get a 3-4 on at least three of the U's, it's a sign that your headline isn't strong enough, and a rewrite would be better.
4. 6 Steps to Headline Writing
First Step, Determine the Topic
Before you start a headline, the first thing you need to do is to determine the topic of a piece of copy, that is, what kind of message do you want to send to the reader? What is your purpose?
The second step, the questioning method of thinking
Think with open-ended questions: what are the characteristics of your content? What value do you convey? Who is your target reader? What initiatives will your target readers make? Why would they do that? The purpose of asking questions is to find out the selling points that customers want and write them in the headline.
Step 3: Determine the type of headline
Next, you should be determining which of the eight headline types to use? Should you use a combination of them?
Step 4, make a list of words related to the topic
Use a piece of paper to make a list of all the words related to the topic, and then make random combinations of these words. For example, the vocabulary related to the title of this article could be listed as: copywriting, headline, attract, write, eye, tips, tricks ......
Step 5, test and polish
After you have written a headline, you can test a headline by using the four main functions of a copywriting headline and the "4U "law to test whether a title is effective? And think about whether the headline you wrote meets the basic guidelines for headlines?
Sixth step, rewrite, rewrite, rewrite
With the fifth step to test the title, if it is not effective, it is best to rewrite a few more times, repeat the above five steps, until it is effective.