"Vista's Little Voice": How to write a headline that catches readers' attention

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In this fragmented era, “fast-changing” sometimes cannot accurately describe the changes in global society. Some people say that the only constant thing in this world is constant change. For example, in order to attract everyone’s attention, many marketing experts, copywriters or social editors often rack their brains just to “squeeze” a few popular [titles] that are enough to attract traffic (https://www.contenthacker.today/2019/03/useful-headline-tips.html).

For this reason, in recent years, whether I teach in companies, universities, or the public sector, or discuss writing-related topics with partners in the “Vista Writing Companion Program, many friends always ask me about subscripts.

So, in today’s program, let me talk to you: How to write a title that can catch readers’ attention?

Speaking of subscripting, this is indeed a university question. If you want to take a class, you can often talk about it for a whole day. 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 opinions with everyone?

I suggest you think about two questions before subscribing: What do you think the main axis of this article is? Also, what issue or image do you hope readers will think of when they see this title? Well, this is actually what is called “empathy”.

Generally speaking, in addition to placing some keywords when subscribing, I would also suggest that you try to create some visuals, or cleverly use powerful elements such as celebrities and data, so that people will remember the title as soon as they see it and will want to click on it immediately.

Here I list some useful title elements that I recommend you to use:

The first element, questions: using questions to attract the public to click is actually a very clever method. If the author can skillfully use the “self-questioning and self-answering” method, he can also write a wonderful and good article.

The second element is help: Each article should have its purpose and central idea. If the title can clearly list the things that can help readers, it will naturally attract the public’s attention.

The third element is word-of-mouth: If you can quote the endorsement of some well-known experts, celebrities or scholars in the title, or list the positive word-of-mouth from customers, this is the best way to boost your business.

The fourth element is commitment: If the author can make a specific commitment to the things the article refers to, it will naturally affect the reader’s perception.

The fifth element is creativity: If you can add some ingenuity when subscribing, it will not only satisfy the public’s curiosity, but also make people look forward to this article.

The sixth element, data: People usually believe in data and worship authority. If you can add some data or research reports surveyed by credible institutions to the article, it will naturally increase the value and readability of the article.

In addition to making good use of these six title elements, what other methods can be used to subscript?

I once shared with students the subscripting method of the writer [Mimeng] (https://www.contenthacker.today/2019/02/how-to-write-catchy-headlines.html) from the other side of the country in a copywriting class:

Why is it that each of Mimeng’s articles can create a click-through rate of “100,000+”? What did her team do?

It turns out that every time Mimeng writes an article, she will choose a topic from fifty topics in advance, and then start collecting materials, interviewing and writing. Their team had to come up with 100 titles for this article, and at the same time asked the community of 5,000 people to vote, and finally selected the most suitable title. Well, it’s not over yet! After the article is published, her team will make another 10,000-word data analysis report for this article.

I believe everyone can get some inspiration from Mi Meng’s story. If we can’t give each article a hundred titles, we can at least come up with two or three titles, right? Then, from these titles, select the one that best captures the reader’s attention. Of course, you can also ask your relatives, friends or colleagues around you what they think of these titles.

Finally, let me help you summarize the things to note about subscripting.

First, what should a good title do:

1. Implicit in issues related to the target audience.
2. Clearly inform the target audience what benefits or inspiration they can get from it?

Secondly, how to catch attention through the title:

1. Benefits: What is exactly what the reader needs and will be helpful to him?
2. Newsiness: What things have never been seen before, or look different?
3. Curiosity: Let readers guess what this is? Or is the topic interesting?

Next, what questions must the title answer from the reader:

1. What is this article about?
2. What are the key points of this article?
3. Why should readers pay attention?
4. Why should readers read now?

The inspiration for the subscript:

1. Media and publications.
2. Conversations in daily life.
3. Life or work scenes.
4. Social media.

Stephen Curry, a well-known American NBA star, once said: “I spent a lot of time practicing during the off-season, and I am full of confidence. My teammates also created many opportunities for me and helped me cover. Everything combined helped me have an outstanding new season.”

Just like Corey’s fiery touch comes from a lot of practice, I also believe that the more you observe other people’s works and practice writing yourself, the more familiar you will become with subscripting. Do you also want to write an eye-catching title? Let’s practice together!

If you have any comments or thoughts about subscript, please feel free to leave a message to me. Of course, if you come up with two or three titles for your article, you can also discuss it with me! I think I can give you some advice.

Well, today’s program comes to an end here. I hope today’s topic will be helpful to you. If you like “Vista’s Little Voice”, please subscribe to my YouTube channel, or help me on Apple PodcastLeave a five-star review. Thank you, see you next time!

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Further reading

• “The Little Voice of Vista”: How to establish an effective writing process
• “The Little Voice of Vista”: How to create a personal writing style
• “Vista’s Little Voice”: How to write eye-catching product copy

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