In the Internet age, users have the initiative to browse information. When faced with a large amount of information push, they usually only choose topics that interest them. For a copy, the effect achieved by the same text and different titles can be several times different. Therefore, it is very important for cross-border e-commerce copywriting to have a title that can attract the audience’s attention.
In general, the title not only wins the audience’s attention with some writing techniques and text skills, but also has other functions, such as “What are the tips for making mellow and soft cakes?” It shows that this copy provides the secret of making cakes, which can attract the reading interest of cake-making enthusiasts. A good title that can provide effective information can naturally attract the audience’s reading. It can be seen that in the title writing of cross-border e-commerce copywriting, copywriters should pay attention to the following six functions of the title.
(I) Attracting attention
No matter what form of copywriting, people will quickly analyze in their minds whether it is related to themselves, what information it provides, and what benefits it brings when they see the title for the first time. A good title should rely on this first impression to win the audience’s attention. Just like the copywriting of cross-border e-commerce, before consumers buy cross-border e-commerce products, their biggest expectation and doubt is to know what benefits and results this product can bring to them. Therefore, cross-border e-commerce can only open the first door to purchase by telling consumers the expected results in advance through copywriting, especially the title of the copywriting. It can also be understood as follows: it is not the product that is sold, but the result that consumers want to buy. As long as cross-border e-commerce sells the results that consumers want, it can attract consumers’ attention.
(II) Screening the audience
When giving a title to a cross-border e-commerce copywriting, you should always pay attention to the audience of the copywriting and set the title according to the audience. Just like the previous cake copywriting, it is aimed at cake making enthusiasts. The audience is clear, and people who are interested will naturally click on it. It can not only help the audience save time, but also screen out the appropriate audience for the copywriting.
(III) Highlight the selling point
For cross-border e-commerce, the title is the key to search. If the title is not set properly, it will be difficult for the audience to find the product. The selling point is equivalent to the highlight, that is, the product feature, which can make people have a deep first impression. This is why the “selling point” of the title should be emphasized.
Many products usually rely on a core selling point to become hot-selling products, and even one selling point is enough to create a brand. Therefore, whether the right selling point can be found in the copywriting of cross-border e-commerce is an important factor in whether the product can be sold well and the brand can be established. As the title that the audience is first exposed to, adding selling points to it will produce better results.
(IV) Convey complete information
Conveying complete information means that the content of the title must be consistent with the theme of the text. Some audiences only like to read the title, or do not have time to read the text. At this time, if the title covers the content of the text and makes a complete statement, it can play the role of title promotion, such as the title copy of an air conditioner “Save you half of the air conditioning and heating costs.”
(V) Novel Creativity
In an era of creativity, the title writing of cross-border e-commerce copywriting must also grasp this trend, express unique creativity, and think of things that others cannot or cannot think of, so as to catch the audience’s attention in an instant. At the same time, it is not enough for the title to be creative. The information of the copy should also be clearly expressed, so as to dispel the audience’s doubts and let them choose to click to read. Of course, for cross-border e-commerce copywriters, as long as you do this, your cross-border e-commerce copywriting will be more than half successful.
(VI) Guide the reading of the text
A major function of the title is to arouse the audience’s interest in reading the text. It is very important to guide the audience to read the text. To stimulate the audience’s curiosity, you can use humor, whet their appetite, ask questions or provocative language, or promise to provide the audience with rewards, new news or useful information.