我们投放广告就是为了拿到询盘，促进订单。而为广告服务的文案只需要说服用户发送询盘、购买产品即可，不需要太过强调文案原创性，而是找出那些被无数广告证实有效的元素重组运用就行。
那么哪些是有效的元素呢？
接下来就将对销售有帮助的，能够激发兴趣、容易被记住、且有说服力的标题方式一一列举。
这种标题直接点明商品宣传，不玩文字游戏。
例如“真丝上衣打7折”。
此类标题是先勾起用户好奇心，然后才通过广告内文解答用户的疑惑。
这种标题大多用于新产品的问世、现有产品的改良、或旧商品的新运用。例如：
“Trump’s Tougher Immigration Policies Has Democrats Seething.”
“Finally, a Caribbean Cruise as Good as Its Brochure”
“The Greatest Market Discovery Ever Made”
不得不说，令我吃惊的是，书中提到市面上有超过7000本书是以“how To ”开头写书名的。
How to开头的标题，等于承诺了具体的信息、有用的建议、以及解决问题的方法。
这也是为什么这么多人用这种方式的原因。
举例：
“How to Turn a Simple Party into a Royal Ball.”
“How to Write Better and Faster.”
“How to Stop Smoking in 30 Days … Or Your Money Back.”
“How to Use Webinars to Drive the Buying Cycle.”
提问式标题要想发挥效果，提出的问题必须是读者有共鸣的，或者是他们想知道的答案的，举例：
“What in the World Is Wrong with Me?”（读者想知道答案的）
“When an Employee Gets Sick, How Long Does It Take Your Company to Recover?”（读者想知道答案的）
“Is Your Pump Costing You More to Operate Than It Should?”（有共鸣的）
“Do You Close the Bathroom Door Even When You’re the Only One Home?”（读者有共鸣的）
“Have You Have Any of These Decorating Problems?”（读者想知道答案的）
“What Do Japanese Managers Have That American Managers Sometimes Lack?”（读者想知道答案的）
写这类标题必须把关注度都放在目标用户身上，关注他们的利益、他们想知道什么、需要什么。
这类标题是直接告诉用户明确的行动点，告诉他们该怎么做。
举例：
“Try Burning This Coupon”
“Subscribe Today and get a FREE Special Issue Instantly.”
“Aim High. Reach for New Horizons.”
通过以上举例，需要注意的是，命令式标题的第一个单词应该是明确的动词，要求用户做出的行动。
其实命令式标题用在网站上，就是我们常说的Call to action。
所以你设置CTA时，你希望客户做出什么动作？把这个单词写在第一个吧。
如果内文的方式是列出产品特色的话，这种情况下，可以用明确目标来写标题，去引导用户继续读文章中列出的清单。
举例：
“Five Reasons Why You Can’t Afford to Miss the MoneyShow Toronto”
“120 Reasons Why You Should Buy Your Fur During the Next Four Days.”
除了使用“why”，其他的，例如“6 ways,” “7 steps,” and “here’s how”也可以用在这类标题里。
见证式标题就是我们常说的客户好评。
运用见证式的广告，就如同你的顾客在帮你卖产品。见证式标题要写的想出自某个顾客的口述，最好放上这名顾客的照片。
这类文案，要尽可能直接使用顾客自己的话，不需要美化用语，因为自然的口吻更能强化见证的可信度。
专门有个文档去搜集一些精选范例，以便自己在构思营销素材时可以用作参考。
当自己不知广告标题该怎么写，这些案例可以提供了灵感。
Tips：案例可以按照我们刚刚学的8种标题方式进行分类。
以上是自己在修炼提升文案能力的笔记，笔记来源于《The copywriter's handbook》。
后续会陆续更新本书的笔记，如果还想继续阅读，关注我，不迷路！
1. Ask a question in the headline. 在标题中提出疑问
“What Do Japanese Managers Have That American Managers Sometimes Lack?”
2. Tie-in to current events. 结合时事
“Stay One Step Ahead of the Stock Market Just Like Martha Stewart—But Without Her Legal Liability!”
3. Create a new terminology. 创造新名词
“New ‘Polarized Oil’ Magnetically Adheres to Wear Parts in Machine Tools, Making Them Last Up to 6 Times Longer.”
4. Give news using the words “new,” “introduction,” or “announcing.”（新信息式标题）
“Announcing a Painless Cut in Defense Spending.”
5. Give the reader a command—tell him to do something.（命令式标题）
“Try Burning This Coupon.”
6. Use numbers and statistics 利用数据和数字
“Who Ever Heard of 17,000 Blooms from a Single Plant?”
7. Promise the reader useful information. 承诺会提供对读者有用的信息
“How to Avoid the Biggest Mistake You Can Make in Building or Buying a Home.”
8. Highlight your offer. 强调你能提供的服务
“You Can Now Subscribe to the Best New Books—Just as You Do to a Magazine.”
9. Tell a story. （引起兴趣）
“They Laughed When I Sat Down at the Piano, But When I Started to Play…”
10. Make a recommendation. （提出推荐性建议）
“The 5 High-Yield Stocks You Must Own NOW.”
11. State a benefit. （说明好处）
“Managing UNIX Data Centers—Once Difficult, Now Easy.”
12. Make a comparison. （作比较）
“How to Solve Your Emissions Problems—at Half the Energy Cost of Conventional Venturi Scrubbers.”
13. Use words that help the reader visualize. （使用能够让读者脑海中浮现画面的词汇）
“Why Some Foods ‘Explode’ in Your Stomach.”
14. Use a testimonial. （引述见证）
“After over Half a Million Miles in the Air Using AVBLEND, We’ve Had No Premature Camshaft Failures.”
15. Offer a free special report, catalog, or booklet.（提供免费的特别报告、目录、宣传册）
“New FREE Special Report Reveals Little-Known Strategy Millionaires Use to Keep Wealth in Their Hands—and Out of Uncle Sam’s.”
16. State the selling proposition directly and plainly. （直接说出服务内容）
“Surgical Tables Rebuilt—Free Loaners Available.”
17. Arouse reader curiosity. （勾起读者好奇心）
“The One Internet Stock You MUST Own Now. Hint: It’s NOT What You Think!”
18. Promise to reveal a secret. （公开秘密）
“Unlock Wall Street’s Secret Logic.”
19. Be specific. （具体说明特征）
“At 60 Miles an Hour, the Loudest Noise in This New Rolls-Royce Comes from the Electric Clock.”
20. Target a particular type of reader. （锁定特定类型用户）
“We’re Looking for People Who Want a Higher-Paying Career.”
21. Add a time element. （加入时间元素）
“Instant Incorporation While U-Wait.”
22. Stress cost savings, discounts, or value. （强调省钱、折扣、或价值）
“Now You Can Get $2,177 Worth of Expensive Stock Market Newsletters for the Incredibly Low Price of Just $69!”
23. Give the reader good news （给读者好消息、锁定人群）
“You’re Never Too Old to Hear Better.”
24. Offer an alternative to other products and services. （提供能够取缔竞争对手产品及服务的其他选择）
“No Time for Yale—Took College at Home Online.”
25. Issue a challenge. （提出一项挑战）
“Will Your Scalp Stand the Fingernail Test?”
26. Stress your guarantee. （强调有保证）
“Develop Software Applications Up to 6 Times Faster or Your Money Back.”
27. State the price. （列明价格）
“Link 8 PCs to Your Mainframe—Only $2,395.”
28. Set up a seeming contradiction. （提出看似矛盾的说法，引起注意）
“Profit from ‘Insider Trading’—100% Legal!”
29. Offer an exclusive the reader can’t get elsewhere. （提供读者无法在其他地方得到的独家好处）
“Earn 500 % Gains with Little-Known ‘Trader’s Secret Weapon.’”
30. Address the reader’s concern. （指出读者关心的事）
“Why Most Small Businesses Fail—and What You Can Do About It.”
31. “As Crazy as It Sounds…”（用“听起来难以置信...”的句型）
“Crazy as It Sounds, Shares of This Tiny R&D Company, Selling for $2 Today, Could Be Worth as Much as $100 in the Not-Too-Distant Future.”
32. Make a big promise. （画大饼）
“Slice 20 Years Off Your Age!”
33. Show ROI (return on investment) for purchase of your product. （强调产品的ROI）
“Hiring the Wrong Person Costs You Three Times Their Annual Salary.”
34. Use a reasons-why headline. （reason-why句型）
“7 Reasons Why Production Houses Nationwide Prefer Unilux Strobe Lighting When Shooting Important TV Commercials.”
35. Answer important questions about your product or service.（回答关于商品或服务的重要问题）
“7 Questions to Ask Before You Hire a Collection Agency … and One Good Answer to Each.”
36. Stress the value of your premiums. （强调买就送，命令式标题）
“Yours Free—Order Now and Receive $280 in Free Gifts with Your Paid Subscription.”
37. Help the reader achieve a goal. （协助读者达成目标）
“Now You Can Create a Breakthrough Marketing Plan Within the Next 30 Days … for FREE!”
38. Make a seemingly contradictory statement or promise. （提出看似矛盾的说法）
“Cool Any Room in Your House Fast—Without Air Conditioning!”
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