Whether it is the title of the website’s internal page, the title of the online promotion copy, or the title of the marketing soft copy, these copy titles serving cross-border e-commerce are crucial and are the primary factors affecting the conversion rate. Therefore, in order to write attractive cross-border e-commerce copy titles, you should also master the following title writing skills.
(I) Make good use of symbols and numbers
The symbols in the title can be defined as two parts, one is the real symbol-exclamation mark or question mark, and the other is the word “most”. Symbols can give people a strong sensory stimulation and stimulate the audience’s desire to click. Of course, when using symbols, you must avoid exaggeration, otherwise it is likely to be considered as a title party, thus affecting word of mouth.
In addition, the audience will not really investigate whether the numbers are accurate, but will instinctively understand and trust the sense of accuracy it brings, which also meets the needs of many audiences for “self-improvement”. The Internet has a lot of information, and the audience needs to quickly find dry goods so that they can receive information quickly. Making good use of numbers can stimulate the audience’s desire to open the article to obtain information, and such articles can easily give people a sense of comprehensive and authoritative information. Flexible use of numbers is also a skill of cross-border e-commerce creative marketing.
(II) Analogy
Analogy is a form of reasoning that two objects may be the same or similar in other properties based on some of their same or similar properties. It is a subjective and insufficient plausible reasoning. The analogy method is very magical. If used well, it can make people quickly understand what you want to say, and also make them familiar with and interested in reading your title and copy. For example, the copy title of Zhonghua Tofu is “Motherly Heart, Tofu Heart” and the Panasonic Electric Store’s “Quiet to Make Your Ears Pure”, which shows that sometimes when the product is compared to certain feelings, it can also achieve the effect of touching the audience’s heart.
(III) Contrast
Only with contrast can it stand out. The contrast method stimulates people’s feelings and attracts people’s attention through the contrast between the two products. The contrast method is not only a common creative method, but also a common technique for copywriting titles. It can enhance the expressiveness of the title and arouse the audience’s curiosity.
(IV) Storytelling
Many copywriters are masters of storytelling. A copywriting title itself is a condensed version of the copywriting story. The plot twists can arouse people’s curiosity and desire to read. Sometimes copywriters often use story-telling titles to imply that an intriguing story is about to begin.
(V) Leverage on hot spots
People have an instinctive pursuit of hot spots. Leverage on hot spots is a common technique when writing cross-border e-commerce copywriting titles. Copywriters can achieve the purpose of attracting people to read by utilizing hot programs, characters, and events.
Leverage on hot spots also means establishing a connection with the main body of the copywriting through hot things, forming a natural and integrated perception. However, we must pay attention to the correct attitude when writing, and we must not become a “title party” because of blindly pursuing hot spots.
(VI) Grounded
The so-called “grounded” means to be closely connected with the audience, using familiar and innovative language to write, so that the audience can accept and recognize the copywriting and products from intuition to the heart. To sum up, the title should be easy to understand so that most people can understand it, concise and clear, and not too professional, so that the audience will not lose interest in reading because they feel that it is not closely related to them.
No matter which type of copywriting, writers need to practice diligently, especially novice copywriters who lack experience accumulation, so they should concentrate on honing their skills. The design of copywriting titles requires skills. You can write from different angles according to the methods mentioned above, or integrate multiple angles, such as the combination of “numbers + comparison”, “celebrity/hot spot + symbol”, or “induction + number + symbol”, etc. Try to write as many titles as possible, and then pick out good titles that meet the requirements. Most people can master these skills and write good and eye-catching titles as long as they practice frequently.