Learning experience from the "Ouchi Master Lecture" in May 2018: Thousands of hard work will help you create a stunning and eye-catching title
This article (opens in a new tab) The author Yan Shichang (opens in a new tab) (Calvin Yen) is currently the chairman of Xingyunhui. In the past, he served as a senior manager of a listed company and a foreign consultant. I love reading and consider myself a Taiwanese version of Taleb (opens in a new tab) (Taleb) and voluntarily promote the “Antifragile (opens in a new tab)” philosophy. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
Advertising guru David. Ogilvy (opens in a new tab) once appeared in “[Confessions of an Advertising Man]” (ht tps://www.books.com.tw/products/CN11257042 (opens in a new tab))”, the book makes this observation about copywriting titles: “The number of people who read the title is 4 times more than the people who read the content. In other words, the value of the title you write will be 80% of the entire advertising budget.”
It is also because of this insight from the master that the author has a strong interest in the topic of “Title Writing”, so I recently participated in Vista Teacher’s May Ouchi Master Lecture (opens in a new tab), learn how to “write good bids and sell without selling.”
Teacher Vista (opens in a new tab) reminded everyone in the lecture that in addition to attracting attention, the title must also trigger the reader’s follow-up action. Because the title will have an important impact on readers, before starting to write the title, everyone should first think clearly about the following questions:
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Do you want to communicate with those consumer groups?
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Do these people have specific or similar user profiles? (Conceptual appeal)
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What idea do you want to convey, or what products or services do you want to promote?
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What are the features or value proposition of the content (or product)?
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What is the [relation] between the concept (or product or service) you want to promote and consumers (https://www.vista.tw/en/blog/content-hacker-accepted-a-tv-interview)?
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What benefits or benefits can they bring after purchasing or using it?
In the lecture, Teacher Vista used the famous Chinese author “Mimeng (opens in a new tab)” as an example to illustrate that through a lot of prior practice and group selection testing, one can continuously produce good titles that make articles popular. Teacher Vista taught several subscript techniques and asked all participating students to practice together. The author’s exercises are as follows.
Title writing exercise 1: Subscript related news about the recent telecom operator’s 499 yuan all-you-can-eat 4G rate
The title written by the author is:
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499 makes waves, the three telecom giants are in chaos
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499 all you can eat
Title Writing Exercise 2: Subscript Magipea Selfie Stick (opens in a new tab)
Title written by the author:
- Tang Qiyang’s tips for slimming photos
In addition, the author also practiced two titles in order to recommend the book “Explosive Trends (opens in a new tab)” by Gravel:
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“Breaking Trend”: How to sell a pair of sandals for 5 yuan for 4,000 yuan?
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“Breaking Trends”: Teach you step-by-step how to start a trend
I’m curious, which title does Mr. Vista think is better? Let’s practice subscripting together!
★Related reference articles:
★ Photo Credit: Yan Shichang (opens in a new tab), Qin Zhenjia
★ Make generating inspiration a habit, please sign up for the Ouchi Master Lecture on June 4: Building an Inspiration Database (opens in a new tab).
★ Vista Reading Club May Special: “Scene Revolution (opens in a new tab)”.
★ To improve your content power, please don’t miss the online course “Content Power: The Super Power of Building Brands (opens in a new tab)”.
Further reading
- Learning experience from the “Ouchi Master Lecture” in May 2018: Learn subscripting skills from the media to speed up your articles to be seen
- Learning experience from the “Ouchi Master Lecture” in May 2018: Cultivate keen observation, and you will be the master
- Learning experience from the Ouchi Master Lecture in May 2018: The title is the best salesperson for the article
Next step
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
