Write a touching title to catch your eye.

This article was originally published in Economic Daily

Successful copywriting is for the purpose of selling goods or services and comprehensively reflects all of your experience, professional knowledge, and your ability to form this information into words. In other words, a scene that usually impresses the audience has a business logic behind it.

In the previous column, I introduced you to the formulation of content strategy. Next, let me talk to you about subscribing.

Three major elements of copywriting

When it comes to copywriting, the three most important elements are Audience, Features, and Aim. We have to take care of these elements if we want to impress our target audience. Among them, title is the most important. In the past, there was a saying in the advertising circle that more than 50% of advertising effectiveness is due to the power of headlines.

It can be seen that the title is easy to attract people, and it also helps to convey the general meaning of the entire product copy, and can also help to lock in the target audience.

Important functions of titles

Therefore, if we can write an eye-catching title, it will not only have the finishing touch on the copy itself, but also help convey, communicate and induce the target audience to become interested in the content.

A good title that makes people feel can easily catch the reader’s attention. Therefore, we should use the most precious space to talk about the value proposition in order to guide the target audience to take action.

I have read a book by a Japanese writer Nishiwaki Shitetsu before. He mentioned in the book “Making a Good Presentation that Captures People’s Heart at First Glance” that the point of a presentation is not to let the other party understand your ideas, but to “get the other party to do what you say.” In fact, the purpose and intention of our copywriting are similar.

Having said that, if we want to “get the other person to do what you say”, then writing an eye-catching title for the copy is crucial!

Empathy before subscripting

Speaking of subscripts, this is indeed a university question. So, before I share my subscripting skills with you, I think the more important thing is, what perspective and mentality should you use to view subscripting? Are you eager to “catch” hot spots for the sake of traffic? Or do you sincerely want to share interesting viewpoints with everyone?

I suggest you think about two questions before subscribing: What do you think the main axis of this article is? In addition, what issue or image do you want your target audience to think of immediately when they see this title? Well~~This is actually what is called “Putting yourself in others’ shoes”.

Practical tips for subscripting

Of course, you can also use similar techniques when writing subscripts, and make good use of incentives, restrictions, or risks to convey the unique value proposition of your own goods or services. In addition, when subscribing, you can also combine current events and use curiosity or emotion as appeals. It not only introduces the functions, characteristics or convenience of goods and services, but also conveys obvious benefits to consumers.

Of course, when subscribing, you can also embed some keywords or product names into it. The advantage of doing this is not only to easily attract the attention of the target audience, but also to facilitate search engine optimization (SEO).

---

☕️ Invite Vista to have a cup of coffee

---