Hello everyone, guys!

Do you think it's really important to know how to write headlines? Most likely, your answer will be positive. And I have no right to argue with this, because this part of the text is of great importance.

Absolutely all novice copywriters are very concerned about this issue. Today we will learn how to create great headlines for selling texts and informational articles.

What to do before writing a title?

Every action has a beginning. Writing a headline begins with a trivial analysis target audience. That is, before you start writing an article, and therefore a headline, you need to find out what the audience wants.

Everyone’s favorite Wordstat () will help you find out what the audience wants. Let's look at it with an example. Let's say I want to write an article about how to cook borscht. We enter this query into Wordstat and look at what else people are looking for for this query:

Pay attention to the queries that I highlighted in red: +how to cook delicious borscht and + how to cook borscht step by step recipe with photo. Having done such a small action, we have found what our target audience needs and can safely use it in the title, but more on that a little later.

Advice: copywriting on the Internet is primarily about sales and promotion search engines. Therefore, use Wordstat keyword statistics to more accurately target your target audience, as well as for better promotion in search engines.

Writing a title

Great! We know what the target audience is interested in. Now you need to learn how to write a headline correctly.

• Question. The title consists entirely of a question. In our case, the entire key phrase will serve as the title. Example: How to cook delicious red borscht? Step by step recipe;
• Availability of numbers. Numbers make the headline more attractive, effective and specific. Example: 3 recipes for delicious red borscht;
• Intrigue. For most members of the human race, especially feminine, it is important to know all the secrets. The interest in such things is just off the charts. Why not use this in headlines? Example: Secret way cook delicious red borscht;
• Appeal. Reaching out to people also works well. Example: Do you know how to cook delicious borscht?;
• Problem. It’s quite possible to put pressure on the readers’ sore point. Example: Not tasty borscht? Recipe for delicious red borscht;

You can also play with combinations of the above methods.

Mikhail (Kashchey)

20.10.2015

Writing a title. Why can't you use secret formulas in 99% of cases? Writing a headline for a 21st century article

Article title as an alternative advertising banner. He must attract and interest the target audience in 2 seconds. How to write a title for an article? Make it an effective, working tool, rather than a useless line of text.

Are you reading?This Fine! This means that the title of this article caught your attention, and the lead (the first paragraph of the text) fulfilled its purpose.

We write a headline using a formula - is this normal?

What is our common problem? We forgot that headings cannot be written according to a template. Yes, yes, there are so many outdated secret formulas on the Internet. All of them were created with one purpose: take it and do it.

TO Unfortunately, most authors forget that ready-made formulas are great opportunity hopelessly behind your experienced colleagues.

Simple formulas:

• and you want...;
• we will bring your site to the top 5 or return your money.

More difficult:

• Numbers + Adjective + Keyword + Explanation + Promise;

Let's get to the heart of the problem. Someone created the formulas. You found them from third parties (who stole them from the source) and use them instead of learning how to write headlines without formulas.

The harsh truth is that templates are outdated the moment they are released. They are immediately adopted by thousands of authors.

And now millions of hackneyed headlines appear on the Internet, which are similar to each other, like twin brothers. Here's what I wrote based on the template:

• Do you want to know how to write exclusive headlines?
• 10 Secret Title Writing Techniques That Boost Your Expertise.

Do you recognize the formulas? I almost threw up while I was writing them. Or maybe pickled cabbage is to blame for this? Ay, it doesn't matter. I think the title for this page is much better. You can challenge this point in the comments.

How to write a cool title without using formulas?

A copywriter who is developing and wants to become an expert writes headlines based on the following points:

1. Keywords (if the page will be promoted);
2. Knowledge that the essence must be contained in the first 65 characters (which is actually not the case);
3. Information presented on the page;
4. The target audience for which the text is intended;
5. Your flair and style.

CopywriterKashchey, yes, you are senile! After all, formulas are a “bang-bang” and a ready-made headline came out. Did you think the same? We can discuss.

Articles and notes are characterized by all 5 points, but when writing selling texts, you need to build on 3, 4 and 5. Let’s look at them in more detail.

Headings and keywords

The main thing is that the key should be in the title among the first 60 characters. However, the key is often the title itself. In this case, we get a “key header”. If you read the article ““, then you understand how big a keyword phrase can be.

By choosing a keyword as the title of your article, you limit your wiggle room. This is not so scary, because the “key title” is already interesting to users (wordstat is a witness to this).

What is the optimal title length?

Why 60 characters?

I warn you, It's going to be hard now.

The search engine displays limited quantity characters. Technically, the header (

) can be of any length, but here is the tag< Title>– no more than 60. The problem is that only the first 60 (according to another version 65) first characters will be displayed on the search results page.

Unfortunately for us, search engines take into account all the words and distribute the weight ( relevance) throughout the tag

.

We caught our breath, blinked 20-30once V fast pace... I'm serious, because copywriting is. Let's move on.

The shorter and more precise the title (written in

) responds to the query entered by the user, thus higher value gets every word.

Title relevance is one of the evaluation points used by search engines and not the most important one. If the headline is longer than necessary, but this length allows you to interest more users, then you can sacrifice relevance. Its influence on the entire text is small, but the relevance of the text is of great importance for the promotion of the article.

The most relevant title for this page is “Title Writing.”

And the interest was cemented: we are writing a headline for an article in the 21st century.

And now the most important thing: the entire title for this article contains 117 characters. Remember that in the tag

You can insert as many characters as you like. (don't forget about relevance). For< Title>you need a shortened version, one that does not exceed 60 characters. By the way< Title>And

should not duplicate each other.

That's why< Title>to this page the following:

“How to write a title for an article? Successful headlines of the 21st century."

Here's an SEO squiggle that every web copywriter should know.

Psst... this is Vasily the cat. Kashchey didn't say that the tags were filled in correctly< Title>And When submitting an order, they speak about your expertise.

Information is an important basis

What does a person who is interested in the title of the article and swallowed the first paragraph (lead) want to see? We list the possible options:

• useful information for yourself;
• your benefits from a service or product;
• clear and concise answers to the questions posed in the headlines.

It is important that the text of your article matches the title. It seems so simple, right? From the very beginning of my article, I have not deviated from the topic. We are still discussing it.

If an article, where the title talks about building a brick house, talks about selecting bricks, then the visitor may leave. Behavioral factors will sag, and the article will become useless trash. Write honest headlines!

Target audience (TA)

What is the difference between a heavy-duty road train driver and a copywriter? He differs in that in 99% of cases he will not be interested in the title of this article. The remaining 1 percent is if he himself is an author and writes texts. Remember to write headlines for your target audience. The rule is simple, but if you have a template, then “bang-bang”, and they forgot about the audience.

Flair and original style

If you use templates and formulas, then you will not understand me now.

An author who writes headlines without templates can come up with 10 cool options faster and they will be of better quality. It's simple. Over the years of training, your brain adapts, it thinks, and does not substitute words into a template. For a good copywriter, writing according to a template is not a problem, but why do it?

The article turned out to be big. Perhaps my head is a mess right now. There is one army technique that allows you to quickly disperse thoughts into corners. 30-50 squats or push-ups.

How to make the title more interesting? Simple but useful tricks. ()

The title is the part of the article that the reader will see first. This is why you need to write good headlines that will attract readers to the site, interest them and convince them to stay on the site. But how come up with and write the title of the article, which everyone would like and arouse interest. There are many headline writing techniques used. for many years We will talk about leading marketers and the best in this article.

What is an article title and why is it needed?

Heading- this is a part of the text in which the main idea of ​​the article is expressed in a condensed form. The title of the article is at the very beginning, which means that readers will see and read it first, and that is why it should be written with high quality.

Very often, articles have one main heading and several subheadings. Subheadings are needed to break the article into meaningful sections for easier reading or finding the necessary information.

The main heading is the title of the article and is the most important. And if you want to, then you will need to learn how to write headlines that arouse the reader’s curiosity and interest. For a webmaster who writes articles for his website on his own, this is an equally important task, since a high-quality title will determine how many users, having opened a page of your website, will continue to read the article in full, and not close it in a second.

Goals and objectives of the title (title) of the article

Let's figure out what goals you need to set before writing a title for an article. After all, the header has certain tasks that it must perform. So, let's get started.

Every article title First of all, it must inform the reader. Inform about the content of the article, what problems the article can solve, and how it can help. Based on the title, the reader should understand whether there will be any benefit from reading this article. Example: “How to come up with and write an article title?” – this title informs you that this article can help you write headlines.

Also, the purpose of the title of the article is to attract the reader's attention. No matter how useful the information in the article is, if the title does not arouse interest and curiosity, no one will know about it. We’ll talk about how to write a “catchy” title for an article below.

The purpose of subheadings is to distribute the material by degree of importance, to distribute the material into semantic parts. The subtitle, first of all, should be informative, explaining to the reader what he will learn from this part of the article.

Rules for writing headings (titles) in articles

At writing a title To the article you need to adhere to some rules that should not be neglected. Let's look at them:

1. The title (title) of the article must be related in content to the text. The title should reflect the essence of the article, without diminishing or exaggerating the factors described in it. It is important to meet the reader's expectations.

Non-compliance of this rule– this is disrespect for the reader. Few users will want to return to a site that did not meet their expectations. This means that if you write for your website, you will lose visitors. If you work as a copywriter, then it is unlikely that they will buy articles that do not follow this rule.

This rule also applies to subheadings. Their title must also correspond to the content of the article section. Otherwise, the reader will have confusion in finding information on the page.

2. No need to write too much long titles articles. The title should be short and succinct. Try to write article headings (titles) of no more than 7-9 words.

Search engines have restrictions on the length of the article title that can be displayed when providing search information. The length of the article title that will be displayed varies around 65 characters with spaces. So try not to go beyond these limits.

3. Do not use abbreviations when writing the title of your article. This is especially true for little-known abbreviations of words used in narrow circles. In rare cases, use only those abbreviations that are known and used by the majority of users. Example: “social network” – having used this abbreviation on the Internet, most users will immediately understand that we are talking about a social network.
4. Try to write an intriguing, catchy and catchy title that will arouse interest and curiosity in the reader. But don’t forget about the main thing: the title of the article should be informative and not deviate from main point articles, so don't go too far.

Heading design: to put punctuation marks in headings or not?

Design of article headings raises no less questions than their writing. Is punctuation necessary in headings or not? Every novice copywriter or webmaster who writes their own articles asks this question. But this question is not the only one! Let's consider the most popular questions regarding the design of headings:

• Capital letters in headings. It is extremely rare to find articles whose titles use all capital letters or every word with a capital letter. Firstly, this is extremely doubtful from the point of view of visual perception. A title consisting of capital letters can hardly be called beautiful and easy to read. Also, search engines do not like such headings.

Use capital letters in headings following exclusively the rules of the Russian language. Use capital letters in article titles only at the beginning of a sentence. If the title consists of several sentences, capitalize the beginning of each sentence.

• Commas in headings. Commas in article headings are placed according to the rules of the Russian language. And if you don’t put them, you can harm not only the perception of the title by readers, but also worsen the ranking of the site in search engines.
• Is there a period in the title?? There is no period at the end of a one-sentence title. However, if this sentence is interrogative or exclamatory, then question marks and exclamation marks must be inserted. Example of a title: “Period in the title”, “Is it necessary to put a period at the end of the title?”, “You cannot put a period at the end of the title!”.

If the title consists of two or more sentences, then you need to put a period between the sentences. In the last sentence at the end of the title there is also no period. Example of a heading: “Design of headings. Placement of punctuation marks."

How to write a beautiful title (title) of an article?

We have figured out the rules for writing and designing headings. Let's now talk about how write nice title that would interest the reader. They are often called catchy headlines. There are some ways to structure an article title that have been used for years and work great.

• Question title. This type header is the most common and at the same time effective. The question in the title of the article suggests that this article solves a specific problem. The question in the title indicates that the article contains the answer and should be read.

Also, a question title arouses interest and curiosity in the reader, prompting them to look for the answer to it in the article. Example of a title: “How to come up with a title for an article?”, “Why do you need a title?”

• Heading with numbers. Numeric headings are also quite common. The most effective of them are those indicating the number of steps that can be taken to solve the problem. Example of a title: “How to write a beautiful title in just 5 steps?”

The use of numbers in headings is not limited by the number of steps. You can also indicate the number of ways to solve the problem. Readers will like this because they can always choose an alternative. Header example: "10 the best ways write the title."

Whatever the wording, the numbers in the title have an attractive effect. But when indicated turn-based strategy solving the problem, the article becomes a kind of instruction. The same can be said about question headings. And it is articles written with such a title and style that are most popular.

• Negative headline. Let's look at an example right away so you understand what we're talking about. we're talking about. Example of a headline: “How to avoid making mistakes when writing a headline?”, “10 critical mistakes when writing a headline.”

There is a fear factor in these headlines. The title voices some problem that the reader may encounter and immediately makes it clear that its solution is in the article. None of us want to face problems; we try to avoid them. That is why headlines that say they can help with this are very popular.

These are perhaps the most popular and effective types of news article headlines that most copywriters use. It can also be effective appeal to the reader in the title. An example of such a headline: “Do you want to learn how to write beautiful headlines?”

It is best to write the title in the present tense. This can create a sense of immediacy and is more likely to encourage the reader to read the entire article.

The headline can tell a success story, it doesn’t matter whether it’s yours or someone else’s, it can be equally effective. Moreover, good decision will use a first person title. Example headline: “My proven technique for writing headlines.”

Use the following words when writing in the title: best, effective, efficient, easy, fast and others. Such words will emphasize the peculiarity and usefulness of the information described in the article. Example of headings: “How to quickly come up with an article title?”, “The best and most effective types of headings”, “3 simple ways write the title."

It could also be efficient use the words "secret". It can create a little intrigue in the reader, arouse his curiosity and interest. Example headline: “Secrets of Writing Effective Headlines.”

As you can see, most of the ways of writing headings in the examples given are combined. I also recommend that you experiment by coming up with headlines for articles, combining the methods described above. Using these headline writing techniques will provide you with buyers on any article exchange.

How to come up with a title (title) for an article?

How come up with an article title, if there is no idea? It's actually very simple. Layouts good headlines can be seen on many popular information sites. It’s even better if these sites are similar to the chosen topic for the article, but this is not necessary.

You can also take the idea of ​​constructing a title from printed literature. To do this, just buy any information and entertainment newspaper or magazine and read it. Then you can easily come up with a title for the article.

I don’t suggest copying verbatim the text of other people’s headlines. To come good idea, sometimes just seeing something like this is enough. Moreover, if you are a beginner in writing articles, it will be difficult at first to come up with a title yourself. There is no need to try to invent a wheel at the beginning of your journey. It’s enough just to take a ready-made working model and rework it for your article.

How to write an SEO title?

SEO title- this is a title that is written taking into account the keywords of the article and is aimed at improving its position in search results for the main query. If you came up with and wrote a title that is related in meaning to the text of the article, then it will already contain keywords. However, in some cases they need to be modified.

The first step is to choose the most important keywords for the topic of the article. It will be even better if you select a whole keyword phrase, but this is not necessary. Then go to the WordStat keyword research site. You can access it using this link: WordStat.

Then enter a keyword or phrase. Let's look at an example of using this service using the key phrase “write a title” as an example. Then we add the word “how” through the “+” sign. Now we have an example of question headings that don’t even need to be processed, since this is the form in which users were looking for information.

Use all the above methods and you will always succeed come up with and write headlines, which will blow all readers away. And if you are going to make money on articles by selling them, then they will definitely be popular on any article exchange.

And you will learn many more useful information for the work of a copywriter and everyone involved in typing.

We released new book"Content marketing in social networks: How to get into your subscribers’ heads and make them fall in love with your brand.”

Research shows that in only 20% of cases, after reading the title of an article, a person begins to become familiar with its contents.

If you know what copywriting is, then you’ve probably heard about the most selling headlines (perfect headlines). The title of the text plays the most important role. It depends on him whether the audience will be hooked by the topic and whether he will want to get to know it more deeply. A selling headline for an ad, landing page, article or news convinces every person to read any text, and its meager brother sends the majority of your potential clients to another site so that they take their money there.

What are selling headlines and how to write them

In headlines, every word matters. If one of them is wrong, then it can negatively or, conversely, positively affect the whole advertising campaign. Headings are the first thing that catches everyone's eye. They either attract or repel. Titles for materials are required for websites, letters, advertisements, on banners, in articles, press releases, in general, wherever content comes after the “psychological hook”. They set the mood for the rest of the content and enable sales.
Have you written a wonderful text, but there are no sales? Pay attention to its name. So, let's figure out how to write a beautiful headline that will attract visitors to you and turn them into buyers.

Rules for writing headlines

1. The headline should compel reading.
   Interest in the text is based on the feelings that arise in a person after reading the text above. To increase interest, you can use special techniques, which we will discuss later.
2. Be unique.
   If the phrase is repeated by your competitors, then you are no different from them and your product is no better. Then why should customers buy a product or service (hereinafter referred to as T&S) from you?
   An example of a standard call at the top: “Order TiU before 10/01/2018 - and you will receive a cap as a gift!” Here’s another example: “Happy New Year, parents! Again 25%." Will you notice someone who blends into the crowd, or will you be attracted by an out-of-the-box thought?
3. Convey a specific idea.
   In order to arouse interest, it is necessary to give people information by which they will understand whether the material provided will interest them or not. For example: “We miss you.” What are we talking about here? Perhaps someone died? Or are some things missing? There's really no specifics here.
4. Communicate urgency.
   This rule is not always applied, but it is very effective for sales copy. It is necessary to limit the client’s time so that he does not forget to make a purchase (order a service). Here it is better to limit yourself to strict dates rather than set vague time frames (1 month, 3 months, etc.). Write specifically: “Until 01.10.2018.”
5. Provide benefit to the audience.
   A person always wants to know what useful things he will learn after reading your text. Example: “We write an advertising article in 5 minutes!” The reader understands that the material will teach him to quickly write a useful article.

Not in every case it is possible to follow all 5 rules. Please note: the first rule is the most important. If in addition to it you managed to use two more, then your headline is a selling one.

It’s worth noting that headlines aren’t just used in regular sales. For example, writing the right headline for Instagram or another social network is no less important. After all, in this case, you are not selling T&U, but views, while earning likes and reposts. And when a visitor reads any information article on the site, you receive a high rating. This means that almost any headline should be selling.

We've covered the basic rules for writing headlines. But each headline can also be enhanced using special techniques in order to arouse initial interest among the target audience.

How to arouse interest, or methods of strengthening

• Pronouns "you".

Headlines with the words “you”, “you”, “your”, “yours” are more popular. This way you personalize the person by addressing him directly.

• Present.

Readers love content that makes them feel important: giving gifts, giving something for free.

• Lists and encouraging words.

Use numbers supplemented by the words “each”, “should”, “how”, etc. For example: “5 rules that every parent should know” or “10 rules: how to sell effectively.”

• Tailor your headline to your target audience.

Each person needs an individual approach. What pleases the bull cannot please Jupiter. For example, you can use slang words to send a message to young people, but this technique is completely inapplicable to older people. Or if you are addressing fans of a particular sport, then poetry lovers will not understand the message. For different types the target audience (hereinafter - TA) needs different headlines.

• Catchy quotes.

The use of well-known phrases with their slight modification inspires trust among the target audience. For example: “A car is not a luxury, but your constant companion.” The first part of the phrase is taken from a famous work.

• Metaphors.

The meaning of this technique is to endow the TiU with the properties of an object. For example, perfume can be endowed with the properties of lightness and freshness of the wind, a car can be compared to a cheetah, etc.

• Lexical repetitions.

You can deliberately repeat the same thing twice important word to draw attention to it. “New day - new you!”

• Alliteration.

Using words with many identical consonants. “Direct, stubborn, simple” or “It’s easy to love summer.”

• Antithesis.

This is a contrast. For example: “The chest is sunken, but the back is like a wheel!”

• First person.

• Allusion.

Draws attention to known facts. "You will become beautiful like Cindy Crawford."

• Hot topics.

Conduct a dialogue with your target audience and cover what interests them. "How not to go crazy - a teenager in the family."

• Regular verbs.

Incentive verbs and verbal nouns form the correct attitude towards TiU in the reader. “Count and earn” or “Money loves counting.”

• Brevity.

Short phrases attract more attention. How less words, those more weight everyone. “The Prince and the Pauper” is short and succinct. Less commonly used for selling texts.

• SEO - 2 birds with one stone.

If headlines are posted on the Internet (landing pages, websites, web pages), do not forget to use keywords. This way you will promote your web resource in searches.

• Honesty.

You may not say something in the title, but after reading the material, the visitor should not feel disappointed. For example: “Pugacheva had an accident!” The visitor clicks on the name and gets to the news that the singer’s personal driver scratched the car of a Moscow resident when he was returning it. At the same time, there was no one inside the car. The headline deliberately attracts the reader to read material that is useless to him in a dishonest way.

• Questions.

Another technique for communicating with the reader, offering to solve his problem. “Is excess weight bothering you?”

• Negation.

Starting from denial, you can interest some people. “Never sell T&U quickly.” This technique should be used very carefully.

• 5 senses

1. Including the reader's vision: "How to spy on competitors' tips."
2. Smell: “How to remove odor in the refrigerator.”
3. Rumor: “5 words no woman can resist.”
4. Taste: “The bitter truth about sweet lies.”
5. Touch: “Run your hand over his cheek.”

Formulas for creating beautiful headlines

Mathematicians love to derive all sorts of formulas. This process did not bypass the headlines either. Let's look at the basic techniques with which you can write a beautiful title.

• TsOKRO = Number + Definition + Key + Explanation + Promise.

“10 reasons why a woman can change and change her life.” By the way, reinforcement was used by repeating one word.

• Betteridge's Law.

Ask questions carefully because every question has a negative answer. “Do you dream of living outside the city?” “No, I don’t dream,” someone might answer.

• <Делайте>How<пример>.

In this case, you start from a positive example: “Write like Daria Dontsova.” More advanced option:<Делай>How<кто-то>without<негативных последствий>. “Write like Daria Dontsova, but don’t repeat yourself in books.”

• Compound adjectives + unique nouns.

“The smallest nuances”, “infectious examples”, “brilliant ideas”, etc.

• <Цепляющая основа>or<Подзаголовок>.

• Do you want (want)<что-то получить, сделать, добиться чего-либо>?

Encourages the reader to click on the title. Ideal for social networks: “Do you want to get 10,000 subscribers for free?”

• Reverse model:<Желаемое> + <Вопрос К ЦА>

“We got 1,000 subscribers. Why do you have less of them?” or “To Thailand for only 10 thousand rubles.” Will you go?

• Secrets.

This formula intrigues you from the first word: “The secret: how to take first place in Yandex.” Another, Strengthened formula, which is more mysterious: “Few people know how to attract visitors to the site.”

• The easiest way<решения проблемы>.

The headline should hit vanity, pride, problems, fears. Example: “The most quick way get on the first page of search results."

• A call to pride.

Make a ____ you can be proud of.
“Create a simple website you can be proud of.”

• Everything you need to know about ____.

Expanding the reader’s knowledge: “Everything a tourist needs to know about Sochi.”

• <Цифра>things you need to know for<решение проблемы>.

5 things you need to know to lose weight.

• "How" headings.

Usage of this word(“how”) is often simply necessary. Similar names also have their own effective formulas:

1. How.. . do something to.
2. How _ if _.
3. How _when_.
4. How _.for<цифра>steps.

• Offer + bonus.

“10 options on how to get people to subscribe to your channel for free. Option number 3."

The most effective headlines - what are they?

• Contains approximately 8 words. Short titles can also be effective, but not always. And long ones are completely ineffective.
• Have a dash or colon.
• Supplemented with a relevant image. The human eye receives an additional “hook”.
• Includes numbers. It is the indicators that inspire trust among the target audience.
• They ask a question.
• Address the reader directly (you, your).
• End with one exclamation mark.
• They lead to some kind of guidance.
• Phrases in sentences are emotionally charged. Sentences that press on the senses evoke emotions that encourage you to familiarize yourself with the material.
• They make bold statements.
• Formalism is excluded. Content should be above form. If you can’t work according to the formulas derived, just be unique.
• Present information in a positive way (without negation). “Don’t you want to be rich?” will work worse than “Do you want to be rich?”
• The words used are: amazing, smart, history, huge. And they don’t use the words: inform, celebrate, grow, win.
• Encouragement to take action. "Get 5 tips for free."

The most common mistakes in headlines

• Intrigue revealed. All important information appears in the title before the text. Then why read it? Example: “In order to sell, set a minimum price and promote the product.”
• Screams. Don't use a bunch of exclamation points and words in capital letters. "ALL!!! TO THE ELECTIONS!!! NEW CAR!!!"
• Every word is capitalized. "How to Defeat Laziness."
• Inappropriateness. A real example is given below. Causes laughter and, of course, provokes. But somehow it’s not suitable for a serious online publication.

• Length. Be brief. “Alla Pugacheva spoke in the Kremlin on August 28, and she addressed the audience with congratulations.”
• Too many punctuation marks. “Vladimir Putin held a meeting at which he expressed his position that it is generally necessary to raise the retirement age.”
• Appealing to the wrong target audience. “The Liaron device is garbage! Try Aimaton! A slang word was used for the target audience of people of retirement age.
• Hackneyed phrases. Be unique. For example: “If you want to lose weight, ask me” is a bad option.
• The name means nothing.

• Doesn't encourage action, doesn't intrigue.

• Ambiguity. “The Moscow administration has replenished the zoo.”
• Stylistic, grammatical and other errors. “Schumacher woke up and turned out to be a duck.”
• Makeweights. The use of unnecessary unnecessary words spoils any title.
• Contradiction with the content of the material. If the name of the material is one, but the text talks about something else, then this is a bad name.

Conclusion

• Write several options and then choose the best ones.
• Test your audience.
• Choose the most clickable title.
• Bring the material to life.
• The title of the text is its most important part.
• Readers must believe you, become interested and finish reading, otherwise all the work done will be useless.